This is part of a series of blog posts written for UK Recruiter by the team at BlueSky PR. If you didn’t make the event (or this particular session) it’s a nice summary of Roderkick’s key points.
Next up at the UK Recruiter conference was a presentation by Roderick Smyth, CEO of Arithon, focusing on the benefits that a well-managed CRM system can bring to your business.
In a marketplace that’s busier than ever before, it’s never been more important for recruiters to lift their head above the wall of noise. But how do you get your clients’ and customers’ attention? According to Roderick, the very best marketing strategy you can employ is releasing the full power of your CRM database.
Roderick explained how the ability to connect with any of your clients in a meaningful way is at your fingertips. An effectively managed and maintained CRM system allows recruiters the opportunity to contact their target audience directly and appropriately, through their inbox with relevant and measured information that they can benefit from. Rather than sending optimistic marketing material that may or not may go where it’s intended, CRM e-mail marketing means as long as your information is right, your target audience will see it. By doing this you can keep your organisation in front of your customers in a measured and appropriate manner.
CRM marketing can also provide ready-made feedback from your client and customer base. Looking at the analytics of your email marketing means you can see what impact your message has had by measuring how many people have opened and/or used the information in your e-mail. This means you can tailor any future content to reflect your client’s interests as well as your own company message.
All of this resonated with me as one of my tasks at BlueSky has been to construct the newsletter that’s sent to our clients and potential customers. The value Roderick placed in a well maintained CRM system (which I now know we have) has reassured me that my work hasn’t been in vain and that the newsletter can be an effective marketing tool. In fact, he explained how the ROI with e-mail marketing is greater than any other. However there are three key things that you have to remember if you want to get the best out of this:
• Know what your company message is
• Target the right people
• Make your content relevant and engaging
Thanks to Roderick for an interesting presentation.
