Be aware if you are entering the online marketing arena from a “traditional” advertising perspective i.e. scatter gun type advertising such as blanket coverage across sites developed by offline newspapers. Certain vendors will chew up your budget and spit out a handful of poor quality leads.
To save money and drive down your cost per action, you need to go niche with your internet lead generation strategy – seek out the corners of the web that your potential customers find themselves drawn. This is especially true in the worlds of International Recruitment and Franchise Sales.
There is a lot of similarity between lead generation with the ultimate goal of generating a franchise sale and lead generation with the ultimate goal of recruiting someone for an International post. In both cases you are selling a source of income and a new lifestyle which means, due to the high risk attached by the candidates, leads from the big job boards aren’t as targeted as they could be.
Find your niche
Keywords. Take a twofold approach here. Think what problems your customer has that you provide the solution for. Also think what key phrases describe your offering. This should help you build a list of possible keywords. In the world of International Recruitment, someone might want to live in a particular country so their approach to their job search is different to someone who is looking for a specific job and could be tempted by your offering.
Once you have a pretty good idea of the keywords you want to target, you need to start trying to decipher which phrases will work for you. In broad terms you need to take the following steps (if you are unsure on any of the terminology please check this glossary):
- Grow your keywords by using one of the many free online tools available for keyword research
- Once you have a good list of words you want to target, perform some searches on the heavier traffic terms to see if the results in the search engines are relevant to your industry
- In the search results you will come across a lot of portals that are relevant to your industry (a portal is basically an advertising platform unique to your industry). Check the portal has unique and relevant content. If you feel comfortable with the site contact them to discuss advertising with them.
- Now you have your keywords that you feel are very relevant. You need to test them. The best way to do this is to run a PPC campaign. If you decide to use a third party make sure you have access to the account and that they are testing ad variants to find triggers that stimulate conversions.
- The PPC campaigns will give you a lot of data and you can use this to decide which keywords to target with your organic search. Search Engine Optimisation campaigns are resource heavy – most keywords need plenty of time to get top 3. That’s why you need the PPC data to guide your keyword strategy.
It makes sense to advertise on sites that appear in the search results for the keywords relevant to your industry. These portals can be good for you. They are highly targeted to your industry and pulling relevant search traffic for your keywords. You need to test them, track cost per action over a period of time (3-6 months). If they consistently perform within your target cost per action and you have the budget, negotiate with the media for a longer term contract. Committing to 12-18 months (usually paid in advance) can reduce monthly spend by up to 50%, halving your already acceptable cost per action.