Beyond Filling the Funnel: Why Brand Marketing Makes Your Demand Gen So Much More Effective

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Table of Contents

  • Ayah
  • July 3, 2024

Marketing a staffing firm is tough. You’re always torn between building a strong brand and hitting sales targets. It’s hard to balance making your company look good long-term with generating leads right now. This gets even trickier when you realize that the traditional marketing funnel has its limits and only 5 percent of B2B buyers are ready to buy at any time.¹ So how do you grab attention when most clients and candidates aren’t looking to make a move?

The answer? Mix brand-building with lead generation efforts. This smart approach does two things at once. It makes your company look great over time and brings in leads now. You’re in control and heading in the right direction. This method helps you stand out to both clients and job seekers, even when they’re not actively searching. It’s time to stop just filling the funnel and start creating real connections that last.

 

Brand Marketing vs Demand Generation

Branding efforts helps build your reputation and stand out in a crowded market. It involves showcasing what makes the firm unique— its values, expertise, and successful placements. This aims to create trust and recognition among clients and job seekers, making them more likely to choose the firm when they need staffing solutions.

Meanwhile, demand generation focuses on attracting and engaging potential clients and candidates right now. It involves strategies to generate interest and drive actions, like downloading a guide or scheduling a consultation. The goal is to fill the immediate pipeline with leads who are likely to need staffing services soon. Often, achieving success often depends on striking a balance between these two approaches.

 

The Demand Generation Funnel for Staffing Firms

Demand generation can be broken down into 5 parts:

  • Increase Brand Awareness and Education – Showcase unique features, benefits, or values that connect with your target audience. Clarify why your services are ideal for their needs.
  • Lead Generation – Marketers generate leads through activities like webinars, whitepapers, and free trials. Giving this newly aware audience a reason to be curious or interested in your brand turns them into potential leads.
  • Lead Nurturing – Transition potential leads into engaged clients by offering valuable content like articles, videos, or checklists. Demonstrate expertise and keep them engaged with exclusive gated assets. This helps create demand and establishes your firm as a trusted resource.
  • Conversion – Build trust with potential clients so they see your brand as a reliable partner. Increase engagement by nurturing leads through targeted interactions.
  • Tracking and Data Analysis – Analyze successful interactions and missed opportunities to refine demand generation tactics. Improve conversion rates over time by leveraging insights from data analysis.

 

Read More: Here’s How Content Marketing Seals the Lead Generation Deal

 

Challenges Staffing Marketers Face with Demand Generation

Staffing firms encounter several key challenges when implementing demand generation strategies:

  • Standing out in a crowded market: With many competitors vying for attention, it’s difficult to make your firm’s voice heard and offerings stand out in effective demand.
  • Personalizing at scale: As expectations for tailored experiences rise, firms must find ways to personalize interactions for diverse clients and candidates, even when dealing with large numbers.
  • Data management and integration: Handling data from multiple sources (web, email, social media) is complex. Ensuring accuracy and accessibility across teams is crucial for informed decision-making in demand generation.
  • Balancing short-term and long-term goals: Firms must juggle immediate lead generation needs with long-term brand building for sustained growth and client retention.

 

Read More: 5 Lead Generation Fails Your Staffing Agency Can Learn From

 

From Crickets to Customers: Creating Your Demand Generation Strategy

The initial aim of demand generation is to boost awareness and visibility. If people are unaware of your brand’s existence, they won’t engage. Even those familiar with your brand may not fully grasp your offerings.

Don’t view brand marketing and demand generation as separate. Embrace a fusion marketing approach that integrates both strategies seamlessly. Here’s how:

 

Content Marketing

Content is the core of demand generation strategy. It helps bring people to your business and get them interested in your brand. This is why 76 percent of people said the information companies provide affects what they choose to buy.² This highlights the importance of creating useful, engaging content.

Focus on creating a diverse range of materials – from blog articles and case studies to infographics and videos. Tailor your content to address specific challenges in the staffing industry. For example, offer tips on resume writing for job seekers or strategies for hiring in competitive markets for employers. Before you create your content plan, think about these points:

  • Understand your ideal candidates’ and clients’ personas.
  • Know how candidates decide to apply and clients decide to hire.
  • Identify key challenges and pain points for both groups.
  • Address any concerns that may deter candidates or clients from using your staffing services.

 

Once you understand exactly who your audience is, you can create content they’ll find interesting and helpful. This helps you with demand generation to attract high-quality leads. When you share this content at the right time, you create a marketing strategy that works well.

Read More: 5 Quirky Rituals of Well-Known Marketers

 

Brand Awareness

While the former addresses immediate needs, brand recognition builds long-term trust and recall. In the competitive staffing landscape, a strong brand can be the deciding factor when candidates or clients choose an agency.

Imagine a passive job seeker not actively applying but open to opportunities. Your goal is to make your agency the first they think of when they’re ready to make a move. This requires consistent messaging across all touchpoints in the hiring process.

With a combined content marketing plan, you can enhance brand visibility and demand generation by sharing consistent messages across all stages of the hiring process. You can use marketing strategies like SEO, social media campaigns, and email campaigns. Sharing informative and useful content can position your firm as an industry leader.

 

Leveraging Social Media for Brand and Demand

Social media is an excellent platform to bolster your brand presence and drive lead generation. You can attract potential candidates by sharing job openings and valuable career advice. Simultaneously, engaging clients with industry insights and company updates builds trust and keeps your agency top-of-mind.

Targeted advertising further amplifies your reach by tailoring messages directly to specific job seekers or employers. Encouraging employees to share company content extends your influence organically, bolstering credibility through personal endorsements. Actively engaging with followers through direct messages and comments nurtures relationships and demonstrates responsiveness.

LinkedIn provides a strategic platform to showcase your firm’s expertise, connect with professionals, and expand your professional network. Leveraging these social media strategies collectively strengthens your agency’s reputation and positions it as a leader in the staffing industry.

 

Email Marketing Strategies

Effective email marketing is equally essential in fostering relationships with candidates and clients alike. By segmenting your email list into categories such as active job seekers, passive candidates, and hiring managers, you can tailor messages to resonate with each audience segment.

Personalizing communication through personalized job alerts and relevant industry updates enhances engagement and demonstrates your agency’s understanding of client and candidate needs. Automated email sequences ensure consistent communication and nurture leads over time, maintaining engagement throughout the hiring process.

Including clear and compelling calls-to-action prompts recipients to take desired actions like scheduling consultations or applying for positions. Continuously testing subject lines and content variations optimizes email performance, maximizing open rates and click-through rates to drive meaningful interactions and conversions.

 

Key Performance Indicators to Measure Success

Track these KPIs to gauge your brand and demand generation’s effectiveness:

  • Website traffic and engagement (time on site, pages per visit)
  • Social media followers and engagement rates
  • Email open and click-through rates
  • Number of new leads generated
  • Conversion rate from lead to placement
  • Brand awareness metrics (surveys, search volume for your company name)
  • Client and candidate satisfaction scores
  • Return on investment (ROI) for marketing campaigns

 

ALLIED INSIGHT CAN PUT YOUR BRAND IN HIGH DEMAND WITH STRATEGIC INSIGHTS AND CREATIVE INITIATIVES

Allied Insight is your prime upgrade! We elevate your brand image and position you as the top choice to generate demand. Our approach combines creativity and data-driven marketing strategies to spark interest and engagement among your target audience.

 

If your demand generation funnel has holes like a leaky bucket, count on us to be your expert plumbers. We’ll patch up the leaks, optimize the flow, and ensure a consistent stream of qualified leads. Call us today to get started!

 

References

  1. Cannon, William. “150 B2B Demand Generation Sales Statistics to Remember in 2024.” UpLead, 22 Apr. 2024, www.uplead.com/b2b-sales-statistics/.
  2. MBA, Frank Strong, MA. “B2B Sales Cycles Are Getting Longer, Study Says.” Sword and the Script, 24 Sept. 2020, www.swordandthescript.com/2020/09/b2b-sales-cycles/.

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