Making a Marketing Playbook:

Takeways from the 'Beginner's Guide to Marketing Your Staffing Firm'

Here are some relevant excerpts from our white paper, which is full of useful marketing tips for time-crunched staffing owners who just need some direction when it comes to marketing. Here are tips to get started on a playbook, which can help you make a plan for marketing:

1. Brainstorm Gather your team for a meeting. Here, we call them “Greenlight sessions” where any idea gets written down. Go somewhere you can think creatively and get ideas for how to market your business best on paper. Ask these questions to get started:

  • Where do we need to spend the most time and money, on sales or on new employees?
  • Who are our best prospects for buying staffing services?
  • Who are our best prospects as future temporary employees?
  • Where we will we find them online? In-person?

2. Delegate First determine if you have the in-house knowledge you need, or need to source assignments out to freelancers. Either way, assign tasks like writing blog posts, sharing articles on social media, writing website pages, tracking your reviews on Google, etc to the appropriate people.

3. Create an Elevator Pitch What can you tell people about your business, products and services in 30 seconds or less that keeps them interested and wanting more? Spend time coming up with your “pitch” and make sure your employees know it too.

4. Analyze Your Competitors What is your competition up to lately? Do some research. If you spend time analyzing the competitive field to look for their areas of weakness or gaps in the marketplace, you can discover opportunities where your business will have the best chance to grow.

5. Figure out how to Track Success The next step is to identify clear metrics to use as KPIs (Key Performance Indicators) and to measure ROI (Return on Investment). Is it number of call ins? Online contact form submissions? Website visits?

6. Find Your People Online Where do your buyers and influencers spend time online? Pick a channel or several channels – organic search (Google), social media, email, etc – and understand that your content should be tailored to that channel.

7. Make a Content Plan Plan for a monthly Excel doc marketing calendar of things to post and articles to share/write.

8. Choose How to Promote Search engine optimization is one way to promote your content on search engines, for example. Google Ads and/or LinkedIn Ads is another. A third is to cross-promote content that lives on your website through email, and through social media channels.

9. Write it All Down Using all the information you gathered above, make your marketing plan. Use a Word document, an Excel sheet, a table, a flow chart, a graph, an interactive graphic, a story board, etc. that visually represents your marketing plan. You can make it as detailed or high-level as you like.

Congratulations, you know have the basis for a marketing playbook! Just like a business plan, this can be a key document to refer back to when measuring the success of your marketing programs.