Angelfish Marketing Blog

Whether we’re in the market for a new phone, a car, or a different type of cereal, the digital era has changed how we decide on what we buy, and when we buy it. No longer do we talk to a sales rep first. Instead, we browse the internet to research exactly what we’re looking for, reading a wealth of information and reviews from existing customers. Only when we’re settled on a decision do we approach the business we’d like to buy from. In 2011, Google defined this critical new marketing moment as the ‘Zero Moment of Truth’. Put simply, it’s when people immediately turn to the internet, taking charge of the information they want to gather rather than having it pushed on them by marketers.

In the past couple of years, there have been significant changes to the way Google’s search engine works. Google used to deny that social media has a direct effect on rankings, but now, social media URLs appear in search engines at a much larger scale. What we all really want to know is whether social media sharing actually helps improve search engine ranking. So, how closely linked are SEO and social media strategy?

Whether you talk to an SEO expert, a business owner, or a marketing specialist, you will always hear different theories about the signals Google uses to assess the authority of your website and assign your ranking. To say Google’s algorithm is a minefield is a pretty big understatement and, believe it or not, even the Google engineers themselves find it somewhat of a mystery. This is because machine-learning algorithms, such as Google’s, are opaque - even the programmers of the AI can’t see them.

To have a successful SEO campaign strategy, you need to be producing helpful content for your target audience. This means creating relevant and engaging articles that are optimised for search engines and targeted specifically to your buyer personas. Easier said than done, right?

Traditional, outbound marketing methods such as cold calling just aren’t as effective in gaining the leads you need to stay ahead of your competitors anymore. As a recruitment agency, you need to ensure that your digital marketing skills are of the highest quality, especially in today’s ever-competitive market.

Sometimes, it’s really difficult to know where to start, and the workload ahead of you can seem overwhelming. So, whether your recruitment agency is just getting started with digital marketing or you want to optimise your current strategy, this guide will help you set up and implement a successful digital marketing strategy for your recruitment agency, step by step.

If you fail to plan, you plan to fail.

Put simply, the preparation of any business marketing strategy is just as important as the implementation of it; a detailed and strategic plan sets the foundation to successful marketing and, therefore, better results. So, it’s clear that your business needs an inbound marketing gameplan - without one, you’d struggle to see your goals and how to get there.

The starting point

As a recruitment agency, getting the right candidates from the right areas is a tricky task in itself, not to mention attracting and retaining the right clients. Throw in a lack of social media presence, sporadic marketing campaigns, poor site optimisation, and an over-reliance on traditional, interruptive marketing techniques, and this task becomes even more of a challenge.

This is the situation our client found themselves in before they came to us. They weren’t hitting their business goals and their website traffic wasn’t as high as most of their competitors’ were. Basically, they needed a marketing plan for a recruitment agency that would boost candidate acquisition - and they needed it fast.

As we enter 2019, how is digital marketing changing? And how will this impact your inbound methods?

In this blog, we highlight what’s influencing the marketing industry, and how you can leverage digital marketing changes...

If the term ‘topic clusters’ sounds more like a breakfast cereal to you than an inbound marketing term, there’s no need to worry! This article will take you through the fundamentals you need to structure your web content.

To build a strong website presence, it’s important to have a strong SEO and content strategy. But where do you start? Let’s start by breaking down the jargon first…

Regardless of your industry, the web is an ever increasingly competitive space. Battling it out on the SEO playground has never felt trickier. Just when you think you’ve got it sussed, the rules of engagement change and everything that worked in the past seems futile. And there’s always some SEO expert selling their magic sauce for traffic-pumping success. But the truth is there is no magic sauce. And Google isn't trying to thwart online businesses by making it hard for you to rank. They want the same thing we all want: A great user experience and for everyone to find the best, most relevant content as easily as possible.

This is where the topic cluster SEO strategy comes in...