The APSCo Marketing Forum this week was a well-attended and informative event, hosted by our partner LinkedIn at their stylish London HQ.
Co-Chaired by Marketing Forum chairs James Whitelock and Romilly Wakeling, guests were treated to four great presentations from marketing and PR experts. Topics from James at Thinkincircles, Vickie Collinge from BlueSky PR, Rich Gibbard from Recbound and Luke Patterson from Access Volcanic, covered everything from the importance of a marketing strategy, how to make PR work for your recruitment business, content strategy and the importance of DE&I to your bottom line.
If you couldn’t join us on the day, then here are our three top insights from the event:
1. Nearly half of businesses don’t have a marketing strategy in place. If you are one of them, make sure you create one. Within your strategy you should:
- Define your target audience, understand each persona using research.
- Identify your market position in relation to the competition
- From this distinguish your brand voice and messaging
- Finally, ensure you have a clear brand identity and keep it consistent
2. Create a content strategy and calendar aligned with your overall marketing goals. Remember the old adage “content is king”, well it remains true in 2024.
- Stop creating and publishing content without considering its full potential.
- Make your content reusable and maximise it on every channel.
- If you want to gain media hits with your content then you need to have an opinion and have the data to back it up
3. Marketing is an investment that can’t be ignored. The standard recommendation for an annual marketing budget is 10% of revenues. But where should your budget be spent?
- The vast majority of placements come from individual recruiters so focus on building their profiles and use them to maximise campaigns.
- Make sure the content you create is used effectively to achieve the greatest ROI. This means using the right promotional channels and formats to reach your target audience
- You can’t say yes to everything, so be strategic, planned and consistent with your marketing activity
If you’d like to learn more about marketing support for your business, then head to our Trusted Partners Directory where you can find a wide range of suppliers who can help elevate your brand in 2024.
