SEO RoI for B2B organisations – the SEO ROI formula

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How to calculate SEO ROI

Cancelled events, telesales teams calling empty offices and a lack of face-to-face networking opportunities has led many B2B organisations to consider SEO for the first time (don’t believe me? Take a look at this Google Trends graph from the last 12 months). But before taking the leap they need to establish what SEO return on investment (ROI) might look like.

Return on investment is typically measured as a percentage or a ratio so it can easily be compared to other marketing investments. Search engine optimisation ROI can be measured by working out the gain from the SEO investment, subtracting the cost of the investment from that gain, and then dividing that number by the cost of the investment and multiplying it by one hundred. For example:

Gain from SEO = £275,000

SEO investment = £100,000

Difference = £175,000

£175,000 / £100,000 = 1.75

1.75 x 100 = 175% SEO ROI

Put simply, this means that every £1 invested in SEO paid for itself and then generated an additional £1.75 in gain.

Types of SEO investment

In order to work out the ROI you need to know what your gain from SEO is and what your investment is. Sounds obvious right?

For a straightforward ecommerce business selling shoes for example, it’s  pretty easy to work out ROI – because the gain is as simple as the value of goods (shoes) sold from customers sourced through SEO activity. You can add ecommerce tracking to your website, assign revenue values to goal completions and away you go – very easy to work out your gains in Google Analytics.

Lead generation B2B sites are a bit different. This is because a website isn’t where a B2B sale is typically completed i.e. for many B2B businesses, sales are initiated when the prospect contacts the company (via form or phone), but sales cycles are often much longer and have multiple touch points.

You therefore need to assign values to different types of conversions – it’s not as straightforward as saying a customer spent £30 on product A therefore our gain is… instead it’s a case of saying a customer submitted an enquiry form to enquire about a particular service and if they convert, they’re worth X amount over the course of their lifetime.

But it’s not just about form submissions, you can also assign values to other types of conversions that are really important to the B2B sales cycle.

For example if you generate loads of eBook downloads using SEO and you know that typically every ten eBook downloads will result in one paying customer, then that helps you work out your ROI.

For example if the total value of customer (gain) generated from ten eBook downloads = £30,000

And the investment total…

  • SEO agency consultancy (investment) that led to ten eBook downloads = £5,000
  • Cost of creating blog and eBook content (investment) = £5,000
  • Cost of nurturing leads until conversion over six month period (investment) = £10,000

…is £20,000

Then the difference is £10,000

£10,000 / £20,000 = 0.5

0.5 x 100 = 50% SEO ROI

Put simply, this means that every £1 invested in SEO paid for itself and then generated an additional 50p in gain.

The above example is important. Search engine optimisation will typically involve lots of different types of investment from both the agency you hire to support you, as well as your internal resource, whether that be marketing and/or sales.

However it’s rare you’d employ an SEO agency to focus on a series of eBooks like in the example above. It’s more likely they’d consider your micro conversions (like eBook downloads, webinar registrations and/or newsletter signups) along with macro conversions like consultation form enquiries.

It’s therefore really important to know how much your micro conversions are actually worth. However, it is VERY rare to find B2B organisations that know this. (It’s also rare to find B2B organisations that know what their organic conversion rates are for micro and macro conversions – we’ll come on to that later.)

If you do know your conversion values then you can start customising Google Analytics to report on goal value i.e. if every ten eBook downloads generate £30,000 worth of revenue then in theory every eBook download is worth £3,000.

The goal that completes in Google Analytics whenever someone on your site downloads an eBook can then be assigned a £3,000 value and it becomes easy to review your SEO ROI for that particular conversion.

So let’s take another look at a more realistic B2B SEO ROI calculation over a 12-month period:

Gain

Total value of customers from eBook downloads generated from SEO = £30,000

Total value of customers from newsletter signups generated from SEO = £25,000

Total value of customers from webinar registrations generated from SEO = £45,000

Total value of customers from consultation form completions generated from SEO = £250,000

Total gain: £350,000

Investment

SEO agency investment = £115,000 (incidentally, read this if you’re interested in how much SEO costs)

Cost of creating blog, eBook, newsletter, webinar and optimised website content = £35,000

Cost of nurturing leads, until they convert, over six month period = £27,000

Total investment: £177,000

Difference

£350,000 – £177,000 = £173,000

SEO ROI calculation

£173,000 / £177,000 = 0.98

0.98 x 100 = 98% SEO ROI

Put simply, this means that every £1 invested in SEO paid for itself and then generated an additional 98p in gain.

Attribution models

So far we’ve considered SEO’s role as a last click driver of leads i.e. the last thing a prospect does before they become a lead that either needs to be nurtured or converted is click on an organic search result. But what about SEO’s role in other types of conversion? This is where a B2B organisation needs to consider attribution modelling.

Attribution modelling is basically the decision to assign a marketing channel a particular value. For example, in a linear attribution model every touchpoint in the conversion path shares equal credit for a sale. So if a qualified lead clicked on a paid Google ad, downloaded an ebook that they found via organic search, visited your website directly and then eventually visited via LinkedIn, before submitting an enquiry form during that session, each of the four channels would be awarded a quarter of the credit.

The attribution model therefore impacts your gain calculation, which then impacts your SEO ROI calculation.

Attribution models include:

  • Last Non-Direct Click
  • Last Google Ads Click
  • First Interaction
  • Linear
  • Time Decay
  • Position Based

For more detail on attribution modelling have a read of Google’s overview of attribution modelling.

How to increase your SEO ROI

Fundamentally your SEO ROI will be dependent on your keyword rankings. The higher you rank for the right keywords, the more traffic you generate, the more leads you’ll generate. And the ranking gains are significant. Let’s consider a macro conversion example – a prospect landing on your website and submitting a consultation form.

First off, let’s take a single bottom of sales funnel keyword – one that you want your website to rank for because you think it’ll lead to prospects contacting you that you can do business with. Let’s say the keyword is ‘B2B SEO agency’. We want to rank for that because we know someone searching for B2B SEO plus the modifier ‘agency’ is probably looking for an agency and therefore someone we want to talk to.

Let’s say the keyword gets 200 searches a month.

We know that the unbranded click through rate (CTR) for the first placed organic search result is 31% and fifth place CTR is 7% (according to CTR data from Advanced Web Ranking).

Let’s also say we know that ten percent of the organic visitors to our site will submit an enquiry form.

Let’s say half of those enquiries are qualified and we close half of the qualified leads.

Therefore if we’re ranking fifth for the keyword then we can expect:

200 x 0.07 (7% – the fifth placed organic CTR) = 14

14 x 0.1 (10% – our onsite organic conversion rate) = 1.4

1.4 x 12 (months in a year) = 17 (16.8 but let’s round up)

So if we rank fifth we know we’ll probably generate 17 leads a year. Half of those are qualified (let’s say eight) and we close half of those (let’s say four). If we know our average customer lifetime value is £40,000, then ranking fifth for that keyword would generate £160,000 a year in revenue.

If we’ve invested £30,000 of our staff’s time in SEO (we have an hourly rate so we can work this out) then we come back to our profitably calculation:

Gain = £160,000

Investment = £30,000

Difference = £130,000

130,000 (difference) / 30,000 (investment) = 4.33

4.33 x 100 = 433% SEO ROI

Put simply, this means that every £1 invested in SEO paid for itself and then generated an additional £4.33 in gain.

Now let’s adjust the ranking CTR. Let’s say we rank first instead of fifth and enjoy a 31% CTR. Everything else (onsite conversion rate, qualified lead and close rate) remains the same:

200 x 0.31 = 62

62 x 0.1 = 6.2

6.2 x 12 = 74

So if we rank first we know we’ll probably generate 74 leads a year. Half of those are qualified (let’s say 37) and we close half of those (let’s say 19). If we know our average customer life time value is £40,000 then ranking first for that keyword would generate £760,000 in revenue.

If we’ve invested £60,000 of our staff’s time in SEO (we have an hourly rate so we can work this out) then we come back to our profitably calculation:

Gain = £760,000

Investment = £60,000

Difference = £700,000

700,000 (difference) / 60,000 (investment) = 11.67

11.67 x 100 = 1,167% SEO ROI

Put simply, this means that every £1 invested in SEO paid for itself and then generated an additional £11.67 in gain.

A pretty impressive return!

SEO ROI considerations

A few final things to consider when working out your ROI:

Different conversion rates for different conversion types

We’ve used an onsite organic conversion rate of ten percent (the percentage of your organic website visitors that convert i.e. submit an enquiry form) in our calculations. However yours might be lower or indeed higher. Your conversion rate is also going to be different depending on the type of conversion you’re measuring. For example you might find a lower percentage of organic visitors download your ebooks. Conversion rate is driven in large part by intent. If someone’s searched for a keyword related to one of your services then it’s likely they have an immediate need and will submit an enquiry. However if they entered the site after searching in Google for the answer to a question, then the conversion rate will likely depend on whether or not you answer their question without them having to download anything.

Conversion rate optimisation

It’s possible to improve the ROI of SEO (and any other online marketing disciple) by improving your onsite conversion rate. This is called conversion rate optimisation (CRO). If you want to learn more about that then read this book: Making Websites Win. If ten percent of your organic visitors submit consultation forms, then think about the knock-on impact if you managed to move that number by a couple of percent. In our original example we considered the impact of ranking first for a keyword with 200 searches at a conversion rate of ten percent. Let’s shift that rate by two percent:

200 x 0.31 = 62

62 x 0.12 = 7.4

7.4 x 12 = 89

So by improving the conversion rate from 10 to 12 percent we can increase leads generated by 15. If half of those are qualified and we convert half of the qualified leads then that’s an additional four deals per year. If each deal is worth £40,000 then that’s an additional £160,000 a year in revenue for a conversion rate improvement of two percent. Certainly worth an investment in CRO.

Paid vs organic

The disparity between what brands invest in paid search and organic search is jaw-dropping. Think about your investment. If you’re pumping hundreds of thousands into PPC then consider what impact diverting some of that funding into SEO will have. Yes pay per click offers greater certainty, but there is ultimately substantially more value in investments in organic search. It is important however, to consider how long SEO takes – unlike PPC it doesn’t deliver immediate results and your ROI will improve the longer you continue to invest, as that investment will result in keyword ranking, organic traffic, lead and qualified lead increases.

Remember, unlike B2C SEO, B2B SEO is often about value not volume: high value low volume sales. Therefore working out your SEO ROI is important for every B2B organisation. If you’re stuck working out your search engine optimisation return on investment, then give us a call – we’re always happy to chat!

Schema for dummies – a beginner’s guide

What is schema?

Schema is a vocabulary maintained and developed by an open community. It’s like a series of flags. You can use different coloured flags to link relationships between ‘entities’ on the web. An entity could be a company, phone number, review or recipe.

Schema is broken down into ‘types’ (here’s the full list of types) and ‘properties’. For example, an ‘organization’ is a type and it has loads of properties e.g. areaServed (the geographic area where a service or item is provided) or email (email address) or foundingDate (the date that the organisation was founded).

You can use these properties to help search engines better understand the information on a website.

How do I use schema?

You have to find the schema you need on https://schema.org/. Then you have to add it to the relevant page on your website. The easiest way to add it is by using an encoding called JSON-LD (JavaScript Object Notation for Linked Data). It sounds scary, but it’s not! It’s just a way to format the schema you need into a paragraph, that can then be added to the <head> section of the relevant web page.

Why use schema?

You are making the web a better place by helping search engines, and therefore users, understand your content.

It’s not a ranking factor. Adding schema to your pages will not help those pages rank higher.

However, schema can trigger enhanced results in the search engine results pages. These results might look like a list of instructions, or a company’s customer service phone number or star reviews under a search result for a film or a product. For example:

Corporate contact

Reviews

What does the schema code look like?

In the example below, we’ve used JSON-LD to detail business information about TopLine Comms. In yellow we’re explaining to the browser that we’re using JSON-LD. Green indicates it’s the schema vocabulary. Blue is obviously the schema type we’re referencing and the pink indicates all the different schema properties.

You will notice in the example above that we had to specify the type of address we were using, and we ‘nested’ some of the properties under PostalAddress (as indicated by the slight indentation).

TIP: if you use Google’s Rich Results Test tool to check your code before you add it to your site (and you should), bear in mind you’re playing by Google’s rules. For example, in the above, the value expected for contactType is text. So as long as you’re describing what the phone number can be used for you could write anything e.g.

“contactType”: “Dog grooming helpdesk”

This would not be incorrect, but Google would say it is when you run the code through the structured data testing tool. This is because Google expects you to pick one of its approved contact types. Here’s a list of approved contact types. Always good to check Google’s documentation when drafting your JSON-LD.

How do you create it?

So, first of all, you don’t need to be able to ‘code’. There are two easy ways to create it:

  • There are loads of free tools out there that will auto-generate the schema you want to create. Simply search for ‘schema generator’, pick your tool, and away you go! Once you’ve created it and tested it you’ll need to give it to whoever manages your website and explain which page/s you want it adding to.
  • Use a CMS plugin. The most popular and best example is Yoast SEO for WordPress (£89 at the time of writing – a bargain at twice the price in my opinion!). The team at Yoast is constantly releasing new versions of the plugin that support more and more schema implementation. Well worth the investment if you’re running a WordPress site. Enables you to log in to your CMS and add the desired schema directly to the page without worrying about having to write it yourself.

Before you get started, a few things to bear in mind:

  • Google only supports and displays rich snippets for a limited number of schema types. You can find them here: https://developers.google.com/search/docs/guides/search-gallery. New types of schema are being supported all the time though, so you can never mark up too much! At worst you’re improving the internet for everyone, at best you’ll start generating new rich results without even realising it!
  • The free tools are limited – normally they’ll support a few of the more popular schema types e.g. local business, product, person etc. If you can’t find what you need then simply search online for the schema you want and then hack it around a bit – change the values to suit your purposes and then use the Rich Results Test tool to weed out any errors
  • If you’re really stuck then Google actually has a tool called Data Highlighter which is in the old version of Search Console. You can use it to easily mark-up data on your site. However, with old Search Console almost entirely replaced by new Search Console, you may find it’s a tool that’s not supported for long

Dos and don’ts…

Do…

  • Use JSON-LD and add to <head> section of the webpage
  • Specify all required properties for your rich result type (otherwise you won’t be eligible for enhanced visibility in the search results)
  • Add as many recommended properties as possible (and the rest…for tomorrow’s SERPs e.g. authorship…)
  • Add structured data to every duplicate page not just the canonical version
  • Use specific applicable type and property names
  • Make sure marked up images belong to what you say they belong to

Don’t…

  • Mark up content that is not visible to readers of the page
  • Mark up irrelevant or misleading content
  • Use structured data to deceive or mislead users
  • Mark up content that promotes illegal activities

Useful links

  1. Home of schema: https://schema.org/
  2. A more detailed beginner’s guide to schema: https://yoast.com/structured-data-schema-ultimate-guide/
  3. JSON-LD beginner’s guide – very good resource if you’re keen to learn a bit more about the format and troubleshoot your own code: https://moz.com/blog/json-ld-for-beginners
  4. Google’s testing tool – it’ll point out errors that you’ll want to fix before adding the code to your site. It’ll also enable you to check URLs that contain schema to make sure they’re hunky dory: https://search.google.com/test/rich-results
  5. Google’s currently supported (i.e. results in rich snippets) structured data types: https://developers.google.com/search/docs/guides/search-gallery
  6. One of the many free schema generators out there: https://www.jamesdflynn.com/json-ld-schema-generator/

If you’re stuck with schema then contact us today to find out more about our SEO services.

This blog was originally published in July 2019 and has been updated for accuracy. 

Fintech PR Case Study: Generating Leads from IFAs and Charities

Discretionary investment management specialist, TAM Asset Management, was launching two new services:

  • FinchTech – a white labelled online investment service for IFAs
  • Greenfinch – a direct to consumer service to be used by charities to raise additional funds from existing donors with assets under management.

TAM’s Objectives

  • Raise awareness of ‘robo adviser creep’ in the IFA community
  • Boost organic website keyword rankings
  • Generate marketing qualified and sales qualified leads for main TAM business, FinchTech and Greenfinch 

Our Strategy

We developed a bespoke digital PR strategy that included:

  • Set up and management of marketing automation software for content marketing lead generation, lead tracking and cross selling automation
  • Downloadable hero content to help IFA audience deal with threat of robo advisers
  • Media relations based on pain points of IFA and charity audiences
  • Optimisation of onsite content for increased organic search visibility

The Results

The campaign delivered:

  • 51 pieces of tier one coverage (including FTAdviser, City AM, bobsguide, Wealth Management, Professional Adviser, Money Observer, International Adviser, Global Capital)
  • 15 media interviews
  • Net gain of 406 organic places in Google across multiple keywords
  • 59 ready-to-nurture marketing qualified leads from content downloads
  • 33 ready-to-buy sales qualified leads from PR and SEO activity 

“TopLine Comms are a dream to work with. Their knowledge and expertise is second to none and we are delighted with what they have achieved and created for our company to date. We look forward to continuing our work with them and would thoroughly recommend their services to any firm looking for a professional, driven and friendly agency, that is easy to work with and committed to getting you the best results.”

Lester Petch, CEO, TAM Asset Management

 

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Which B2B lead generation techniques are right for you?  

B2B lead generation: it’s a tricky one! Much harder than bee-to-bee lead generation, which is mostly affected by ecological factors such as vegetation and local colony density.

Luckily for you, we’ve worked with over 100 B2B companies to drive leads, and we know what works and what doesn’t – and how the secret formula for success is different for every company.

Organic search engine optimisation (SEO)

Organic SEO (check out our SEO services) gives you the chance to capture prospects at the precise moment where they need your services. Do it properly, and it’ll blow your competitors’ faces clean off their skulls. If you’re ranked first (or thereabouts) for the right search terms on Google, you will see your brand grow immeasurably.

On the other hand, organic SEO is a long, lonely road (because of Google’s intermittent updates and algorithm changes, you might find what worked one day is killing you the very next – you have to keep doing it in order to see results). It also takes ages to see good results: ranking for key terms can take months, even years. Finally, securing the help of an agency that knows what it’s doing is easier said than done.

Paid search

If you need quick and dirty custom, a good way to get it is to pay for it. Promoted campaigns via services such as AdWords can be organised in as little as three hours, give you microscopic control over your budget – and offer many of the advantages typically associated with unpaid SEO, where you have to work at it for ages.

On the flipside, it’s pretty hard to find a genuine expert to help you rank within the first few results, the success – or failure – of the campaign depends largely on whether or not people are actually searching for your thing, and it doesn’t get cheaper over time, so if you’re struggling to afford it and it doesn’t work, it could be a pretty costly mistake.

Content/inbound marketing

When content marketing works, it works like nothing else. Good content, managed well, can coax customers over the line when they need your services; it can generate leads forever (or for as long as there’s an internet, anyway), and it’s pretty good value: you’ll have to put some money behind marketing software and actually producing the stuff, but there aren’t any ongoing costs to speak of.

On the other hand, while there are some general pointers that are always useful – don’t misspell things, don’t write anything inappropriate, etc. etc. – it’s really hard to find people who know how to do this effectively, in terms of hooking an audience, sustaining their interest, and, most importantly, making them act.

In-person sales

Don’t let Death of a Salesman fool you: people do appreciate the personal touch, so long as that touch isn’t too personal. Charisma, an easy smile, and a bit of gentle encouragement can win the day – even if your competitor has a better or more cost-effective product.

But be forewarned: salespeople can be expensive, and if they’re not attracting and converting leads on a regular basis, they’re essentially a financial metaphorical albatross around your company’s metaphorical neck.

Telesales

People really don’t like telemarketers. You almost have to admire the patience, persistence, and emotional resilience of those who do it. But there’s a reason it’s still a thing: if the outbound caller is good enough – and takes pains to do it in a non-intrusive way, i.e. following up about a gift sent in the post – they can get great results in a way that costs far less than direct sales.

Broadcast/print advertising

With the advent of digital channels – and with daily circulation and viewership dwindling – it’s easy to assume that old-fashioned print and broadcast advertising are on the way out. Easy, perhaps, but still a mistake: TV, newspapers, and magazines boast a wide reach, and offer you full control over your messaging within the ad space.

That said, it’s still pretty expensive, and you can’t tinker with it once it’s out there: it either works or it doesn’t.

Networking

A more surreptitious version of in-person sales, but useful because you’re talking ‘founder-to-founder’ or ‘marketing director-to-founder’, removing much of the power imbalance present when a junior salesperson is trying to impress a plainly disinterested CEO.

It requires a considerable investment of time and energy from senior members of your team, and you’re not guaranteed any kind of meaningful result. However, when networking works, it works.

Partnerships

Generating leads is a pain. Why not share that burden with a partner? It can be difficult to find a simpatico company, of course – and because you’ll have to forfeit some of your profits to your new ‘friend’, it’s understandable if you balk at the cost. But if you’re struggling, buddying up with another business can be a very easy way to generate high quality leads.

Trade shows

A room full of your target audience! What could be better than that? If you can get talking to the right people, you can come away from a trade show with a barrel full of quality leads and a belly full of gratis popcorn.

Of course, yours won’t be the only booth in the hall, and people are far more likely to walk past it without a second thought than indulge in a bit of stop-and-chat. It’s also pretty expensive to set up a booth at all: you have to pay exhibition fees, you have to lose members of staff for entire days to run it, and there’s no guaranteed ROI (but if you are investing in trade shows, be sure to check out our exhibition video production services).

If you’re feeling more lost than ever after all that, don’t worry: it’s perfectly natural. Also unlike bee-to-bee lead generation, it’s more of an art than a science, and there’s no magic formula for success. To get ahead, you’ll need expert help. Luckily, we’re experts – and we’re very, very happy to help – get in touch.

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The 10 best HR podcasts for 2020 (and how to pitch them)

As an agency that takes HR seriously, we’ve researched the best HR podcasts for 2020. And if you’re a brand looking to get in front of the HR community, we’ve suggested how best to pitch these podcasts too.

HR Happy Hour@HRHappyHour

HR Happy Hour Show is the longest running and top downloaded HR podcast. The show is part of a network focused on human resources, workforce technology, and leadership.

The short, snappy episodes allow you to fit it into your daily routine effortlessly, while you can catch up on news from the latest HR technology events and conferences whenever it suits you.

Good to listen to if…

  • You want something short and conversational – between 20-45 mins per episode.
  • You want a podcast that will make you think.
  • You want some actionable and inspiring advice.

How to get on it

 HR Happy Hour has a wide array of guests – HR leaders, academics, practitioners, consultants, and authors – to talk about the most relevant and challenging issues impacting work and workplaces today. To pitch them, fill in this application form – https://www.hrhappyhour.net/contact/ .

GoodPractice Podcast@GoodPractice

Aimed at the learning and development and HR communities, the weekly podcast show offers critical insights into the world of work, learning and performance. Featuring special guests and regular appearances from the GoodPractice team, they tackle topics such as the effect of technology on the work environment, training needs analyses, and evidence-based practice.

Good to listen to if…

  • You want something short – between 30-45 mins per episode.
  • You want to find out more about a broad range of subjects in L&D.

How to get on it

Guests include authors, performance consultants and learning designers. To pitch the GoodPractice crowd, visit their website  https://podcast.goodpractice.com/# or reach out on Twitter.

CIPD Podcast@CIPD

The CIPD is a professional body for HR and people development representing some 150,000 members across the world. The body has access to some of the biggest, best and brightest minds in HR and L&D.

Good to listen to if…

  • You want to follow a well-established podcast – this one has over 160 episodes!
  • You’re interested in a wide range of subjects – such as the future of flexible working, menopause, unconscious bias, and neurodiversity.

How to get on it

That HR Podcast@PeopleMgt

The UK’s leading magazine for HR and L&D professionals, People Management, is the host for That HR Podcast. The monthly podcast covers a wide range of topics.

Good to listen to if…

  • You’re interested in topics like recruitment and retention, future of work, HR transformation, diversity and inclusion, and leadership.

How to get on it

It’s a little unclear how to get on this one, but we’d suggest pitching to the editorial team of the magazine: https://www.peoplemanagement.co.uk/contact/editorial

The Future of Work@jacobm

In these podcasts, futurist and author Jacob Morgan engages with some of the world’s top business leaders to explore their perceptions of leadership, the future of work, the 4th industrial revolution, employee experience, and more.

Jacob’s work has been endorsed by some of the world’s most prominent CEOs.

Good to listen to if…

  • You want to hear insights from some of the world’s biggest brands on a weekly basis.
  • You want a US-focused podcast.

How to get on it

DriveThruHR

DriveThruHR is a series of laid-back, yet fascinating lunchtime conversations that cover a range of topics applicable to HR professionals. They broadcast three times per week (Tuesdays – Thursdays, 12 PM, Central Time) for 30-minutes per session. Their podcasts have been running continuously since February 2010.

Example episodes they publish are:

  • ‘When the Tables are Turned: Hiring For HR’
  • ‘An HR Leader’s Roadmap with Kindrick’
  • ‘HR Tech & Recruiting Automation with Jonathan Duarte of GoHire’
  • ‘Putting People First with HR Leader Erin Miller’

Good to listen to if…

  • You’re not looking for anything too heavy, but rather bite-sized chunks of information.
  • You’re interested in a variety of HR topics.
  • You’re interested in hearing from new guest speakers every week who share their knowledge and experience within different areas of HR.

How to get on it

Nine to Thrive HR@NinetoThriveHR

These podcasts offer fresh content for professionals who are looking to solve their human capital issues but have limited time available. The podcasts tend to be between 9-30mins each and provide access to leading HR practitioners from Fortune 1000 companies, together with thought leaders, academics, and authors.

Good to listen to if…

  • You’re interested in hearing advice from members of the largest companies in America and other industry professionals.
  • You’re interested in a variety of HR topics, including talent acquisition and analytics.

Typical episodes include:

  • When Employees are Stressed Out: Social Science Solutions for Better Productivity & Engagement‘ – Robert Stewart, HR Administrator, Brigham Young University
  • ‘The Best Way to Boost Well-being for Women in the Workplace’ – Sarah Devereaux, Google
  • ‘Including the Employee in Employee Engagement’ – Scott Rigby, PHD, MotivationWorks

How to get on it

HR Leaders

This is a daily show is anchored by Chris Rainey and features detailed conversations with senior HR executives and thought leaders who share lessons and insights gained along their respective journeys.  Each episode of the podcast explores a new topic, such as the future of work, why it’s changing, and how leading organisations are approaching the matter.

Good to listen to if…

  • You like to listen to daily podcasts.
  • You’re interested in hearing valuable insights from experienced HR execs.
  • You’d like to keep up with a broad range of current HR topics.
  • You’re interested in how big global brands handle their HR.

Typical episodes include:

  • ‘How Siemens Empower their Employees to Take Ownership of their Careers‘ – Interview with Robert Neuhauser, EVP & Global Head of Siemens People & Leadership.
  • ‘Shell’s Journey into Integrated Strategic Workforce Planning’. – Guest speaker, David Doe, Vice President HR Talent Excellence, Shell.

How to get on it

  • Most of the guests are approached by Chris or the show’s producers, but it’s worth reaching out through the show’s LinkedIn
  • Guests usually include senior HR executives, thought leaders, and HR leaders from global brands like Shell & Siemens (see above examples of speakers).

Hiring On All Cylinders

Hosted by Entelo, the quirkily named Hiring On All Cylinders is joined each week by HR professionals at the forefront of talent acquisition and recruitment.

Good to listen to if…

  • You’re interested in hearing weekly content purely focused on recruitment.
  • You’re interested in topics such as employee engagement, automation tools, the future of talent acquisition, recruiting, onboarding, and sourcing for diversity.

Examples of typical episodes are:

  • ‘Talking HR Technology: Gaps in the current landscape and consolidation’ – Proactive Talent Founder & CEO, Will Staney
  • ‘The Economic Influence in Talent’ – Josh Wright, iCIMS Chief Economist
  • ‘A Different Take on Recruiting’s Future’ – Erik Kostelnik, Founder / CEO, TextRecruit

How to get on it

  • To pitch, contact Entelo on Twitter
  • Guests are normally professional HR specialists, talent founders, and CEOs who are well acquainted with recruiting (see above examples).

Hire Up

Hosted by John Beck, the show is dedicated to the latest news, interviews and updates on all aspects of human resources. John has 25 years’ experience in management, HR, and the employee assessment industry.

Good to listen to if…

  • You’d like to keep up to date with the latest HR-related topics from an industry veteran.
  • You’d like to listen to a broad range of HR related topics.
  • You’d like to hear advice and guidance from a variety of guest speakers, for example:
    • Lee Caraher (Author of Millennials & Management: The Essential Guide to Making it Work at Work and CEO/ Founder of Double Forte PR & Digital Marketing).
    • Stephen Pacinelli (co-author of Rehumanize Your Business: How Personal Videos Accelerate Sales and Improve Customer Experience and CMO of BombBomb).
    • Jamie Serino (Corporate social responsibility expert and Director of Marketing for Blackbaud’s Corporations & Foundations division)

How to get on it

  • Reach out to John via LinkedIn: or on Twitter.
  • Website: https://hrhireup.com/
  • Guests are typically authors, CEOs/ CMOs and Directors of marketing companies, as well as business leaders and experts in corporate social responsibility (see above examples)

Looking to reach the HR community with a cracking campaign? Read more about our B2B PR services. Or keep browsing our blog:

 

10 important anniversaries in 2019 [Infographic]

How to get people’s data – with their permission

Effective digital marketing strategies depend on customer information. The more you know about your target audience, the better you can personalise your communications. This goes for the content of your message as well as how and when you deliver it. Of course, with the General Data Protection Regulation (GDPR) in full effect, getting hold of data is not quite as easy as it once was.

The regulations forbid the unauthorised use of any EU citizen’s data – and penalties for non-compliance are strict. This means you have to earn permission to use your customers and prospects’ personal information in order to market your products and services to them. It’s a potentially challenging process that requires convincing people to volunteer their details. Fortunately, there are some successful ways to earn this sort of marketing currency – here are our top five.

 

Quid pro quo

Consumers are inundated with advertising and marketing information daily. The volume of irrelevant stuff that litters their inboxes and screens is making people increasingly wary of signing over their details for nothing worthwhile in return. If you want a prospect to share their information with you, then you need to give them something of value.

Relevant content is a valuable commodity in this transaction. By identifying your target audience’s most pressing needs, you can create insightful resources such as eBooks, whitepapers and special deals that provide solutions. Be clear about your offer, tell people exactly what benefits they will get and make your calls to action convincing. When people feel they are engaged in a fair exchange, they are much more willing to engage.

 

Don’t be greedy

We live in a world that seems to favour quantity over quality – and it’s easy for marketers to get caught up in this trap when in pursuit of data. The more data you have does not immediately translate into good data. In fact, gleaning irrelevant information from people can make it harder to focus your communications. Unless you’re Twinings, it’s unlikely you need to know how many cups of tea someone has every day.

Increasingly sophisticated consumers do understand the importance of data tracking, and many are willing to hand over their information – as long as it leads to a tailored shopping experience and more personalised content. However, if at any time they start to feel used and that they’ve given too much away for nothing; they will unsubscribe and move on.

 

Ask nicely

The best way to build a quality database is to go about it the hard way and entice prospects using tried and tested methods like these:

  • Add ‘Contact us’ forms on your website
  • Encourage visitors to sign up for your newsletter
  • Offer a resource like an eBook or whitepaper in exchange for details
  • Get people to enter a competition
  • Offer the opportunity to attend an event or sign up for a special deal
  • Give prospects exclusive access to ‘members only’ content
  • Ask visitors to fill out a satisfaction survey

 

Be trustworthy

Nowadays marketers are up against many consumer concerns such as privacy, security and abuse of personal information. To overcome these challenges, you need to earn your consumers and prospects’ trust. While the GDPR provides overarching protection, make it clear that your company abides closely by these regulations and respects its customers’ data.

When it comes to payment processes, highlight your verifications with logos such as ‘Verified by Visa’. You are trying to build a mutually beneficially and long-lasting relationship so make it clear that your business is trustworthy, reputable and operates in line with the law.

 

Put yourself out there too

It’s only fair that if you’re asking prospects to hand over personal information that you share details in return. At the very least, you should list your contact details so that people can put a face to the company name – and get in touch with a human if and when they need to.https://toplinecomms.com/contact

If you’d like a top-notch inbound marketing agency to help you persuade people to give you their data, then please get in touch.

Selling to HR professionals?

HR professionals can be highly elusive and knowing how to get (and retain) their attention is important.

To find out how to do just that, we surveyed over 250 UK-based HR professionals across several different industries: particularly those who choose where the departmental budget goes – and who it goes to. Our findings shed light on the ways they learn about new products, their busiest (and least busy) periods, and ultimately, the thinking that drives their buying decisions.

You can download our report – Marketing and Selling to the HR Community – for free to find out who influences this demographic, how they buy new services, which media they prefer and which professional bodies they follow.

As a B2B PR agency we know the HR community well – we’ve helped recruiters, software vendors, consultants and fintech companies get their products and services in front of HR decision makers. Get in touch if you need help with your strategy.

Who influences the HR community?

We asked over 250 UK-based HR professionals across several different industries to tell us about their professional associations.

It turns out that a large minority (43%) are members of the CIPD, with the Society for Human Resource Management (SHRM) and the HR Society also well represented at 37% and 35%.

And the same organisations emerged when we asked our whole sample which organisations were most respected or followed.

“So what?” you might be asking. Well, if influencer marketing is on your agenda, and the HR community is on your hitlist, then consider this the start of your influencer list.

And if you need a little more help building out your strategy for reaching the HR community, then download our report on selling to the HR community, or look into our B2B PR agency services.