Chris Helier, founder and president of Landscape Leadership, spoke on the topic of “How to use inbound marketing to convert website traffic into qualified leads and customers.”
The main focus of Heiler’s talk was how companies can be more purposeful with their marketing strategies, especially when it comes to online marketing. Heiler said that today, companies need to use inbound marketing, not ‘outbound’ marketing, because people are turned off when they’re bombarded with advertisements. Inbound marketing is all about attracting potential customers to you; putting your business in a position to be found when potential customers are looking.
Another tip Heiler highlighted was how to make your company website more appealing. He said 75 to 90 percent of people visiting your website are not ready to buy. They’re in fact-finding mode, meaning they are not ready to pick up the phone and call, or fill out a consultation form.
Most people make the mistake of only appealing to the people ready to buy, and their websites end up being a turnoff. If someone comes to your site and feels to pressured to speak to someone, they’ll leave the site and when they do decide to look more seriously, there’s a slim chance they’ll come back to look at your company again.
Heiler also said it is important for companies to put their URLs everywhere: shirts, vans, invoices, etc, in order to make their company more visible to potential clients.
Recruiting. Bill Arman and Ed Laflamme of the Harvest Group delved into the deep end of the recruiting process, highlighting the 10 steps to recruiting successfully: look into retention versus recruiting, build and shape your culture, take stock and good care of what you have, identify the needs, identify the target, get your recruitment tools ready, practice the recruiting “best practices,” go to the source, screening and interviewing, and hiring and on boarding.
Halfway through the talk, the audience was asked how many were currently looking for employees. Around half of the group raised their hands, with some saying they knew they would be looking soon. Arman and Laflamme said you always need to be on the lookout for potential hires, whether it be in an elevator or by looking up local colleges that offer courses for students with English as a second language. Instead of expecting potential employees to come to you, reach out and find them on your own.