Jeffrey Staats

One of my main recommendations as a marketing consultant to clients is to drop the marketing verbiage. Act as if you were in their business first, then focus on understanding the following: - Overall business goals (what will content support) - Types of results needed (brand awareness, leads, etc) (What will content drive) - The sales process (how will content get to a sales lead and then how will content support the sales process) - MQL and SQL agreement (what content will be used to drive to an MQL and a SQL - plus what derives each type of lead) - Timing (how much content do we need to drive our initiatives) And finally an agreement of what success looks like for both parties. This is the most important to ensure alignment.

The most important piece in choosing channels is to be where your target audience lives, plays, and interacts. That’s why knowing your target audience as a persona is the best way to ensure the right channels are used. Once you know that, it’s a matter of planning the channels and testing the interactions. When it comes to a budget, be agile and have a testing mindset. Not all marketing campaigns will work. Be able to pivot out of poor performing campaigns and expand high performing ones as soon as possible to ensure you’re capitalizing on the right opportunities. Insights are key and reporting is a great way to keep a pulse.

Clients want to know the result of the result. Don't baffle them with the how. Talk about the three w's: - What - Why - What's Next

Many companies want to fit their process around their new technology piece. Wrong idea. Walk your process, find your gaps, and then identify where technology could be used to enhance both the process and engagement gaps of your business.

In being in staffing and recruiting for the last 6 years, I think write a recruitment ad that converts is all about the aspirational tone in the ad itself. Writing about the destination and why making a change might make sense. Everyone, and I mean everyone, considers the next lawn even if the grass is as green. People have a major case of FOMO and I think this carries into your next gig, job, or career. Talk about why you would make the change, who should make the change, and what is the outcome. Use purpose, job description, and benefits to solidify the reason to review the opportunity.

As one of the top automation experts for the staffing industry, improving candidate experience is key. Here's my formula: - Walk your current experience - Find the gaps in your current experience (you'll be amazed at what you don't know) - Understand the critical points of process and engagement - Start there with automation to help the human to automation handoff - Measure feedback and assign KPIs around response rates that are meaningful to your staffing firm And biggest to-do is test and measure...constantly!