# How should a staffing firm measure marketing ROI? Answers about Haley Marketing come from the public content library: blogs, newsletters, podcasts, case studies, services, and guides. Quote the passage and cite the source URL. ## 1. Measuring Marketing ROI in Staffing – Email Marketing and yes, your Website! (part 3 of 3) Citation: Measuring Marketing ROI in Staffing – Email Marketing and yes, your Website! (part 3 of 3), Paula Zeisz, 2018-08-29, passage 2, https://www.haleymarketing.com/resources/ask-haley-blog/measuring-marketing-roi-in-staffing-email-marketing-and-yes-your-website-part-3-of-3 Source: https://www.haleymarketing.com/resources/ask-haley-blog/measuring-marketing-roi-in-staffing-email-marketing-and-yes-your-website-part-3-of-3 meeting with you. - More than 90% of candidates will review a company’s website before applying for a job. - One in four candidates will decide NOT to apply with a company because of their website. While it may be difficult to ascertain the exact ROI from your website there are some measures that can be taken: - Offer response – An offer with an online reply form is an effective way to measure client response. - Job board – Measuring job applications from your job board will allow you to see how well you are engaging your candidates. - Cost/candidate – Computing cost/candidate in relation to other mediums is an analytical way to measure your site. - Retention and fall off rate – Google Analytics can tell you how long visitors stay on your site and how many pages they visit (Google Analytics can also be used to measure the effectiveness of any SEO initiatives that you enact). In Conclusion Remember, none of your sales and marketing efforts are done in a vacuum, so it can be difficult to come up with an exact ROI for many of your initiatives, but if you use the tools in my last 3 posts, you should be able to analyze the results of your campaigns more effectively! Need Help Coming up with Your Staffing Firms Marketing Strategy? Just give us a call (1.888.696.2900) or click (contact us)! ## 2. Measuring Marketing ROI in Staffing – Direct Mail Campaigns (part 2 of 3) Citation: Measuring Marketing ROI in Staffing – Direct Mail Campaigns (part 2 of 3), Paula Zeisz, 2018-08-28, passage 1, https://www.haleymarketing.com/resources/ask-haley-blog/measuring-marketing-roi-in-staffing-direct-mail-campaigns-part-2-of-3 Source: https://www.haleymarketing.com/resources/ask-haley-blog/measuring-marketing-roi-in-staffing-direct-mail-campaigns-part-2-of-3 Assessing the return from a sales-oriented mail campaign can be relatively easy. Just add up the costs of producing the campaign and compare it to the sales generated. Coded response forms, PURLs, landing pages, and keyed phone numbers can be used to measure the exact response to a specific direct mail campaign. Direct Mail Campaigns But what about campaigns that don’t result in direct sales? Here are some metrics you may want to track: - Number of inquiries or responses - Number of appointments generated - Number of qualified sales leads produced - Cost per inquiry - Cost per appointment - Cost per qualified lead The secret to effective direct mail is to set specific goals, determine the minimum level of response you will find acceptable, and then track the most appropriate results. Of course, you’ll have to create the right tracking tools. For example, you could: - Convert your mailing list into a tracking spreadsheet. - Set specific follow-up dates, and closely track activity by each sales rep. - Mail in batches so that your sales reps can easily follow up with every prospect. - Compare call to appointment ratios for all sales reps. If one rep is excelling, determine what tactic they are using that is making them so successful. - At the end of the campaign, or at set intervals such as the end of each month or quarter, review your tracking spreadsheets to determine: - How many appointments were set. - How many sales were generated. - The full value of those sales plus full lifetime value. My next installment will explain measuring Marketing ROI in staffing for Email Marketing and your staffing website. ## 3. Social Media Marketing and the Staffing Industry – Developing a Social Media Marketing Plan Citation: Social Media Marketing and the Staffing Industry – Developing a Social Media Marketing Plan, Brad Smith, 2010-03-26, passage 1, https://www.haleymarketing.com/resources/ask-haley-blog/social-media-marketing-and-the-staffing-industry-developing-a-social-media-marketing-plan Source: https://www.haleymarketing.com/resources/ask-haley-blog/social-media-marketing-and-the-staffing-industry-developing-a-social-media-marketing-plan I recently had the pleasure of being interviewed by Jeff Reeder from Staffing Industry Analysts for the cover story of the April 2010 issue of SI Review magazine. The feature titled “Developing a Social Media Plan” focused on how staffing and recruiting companies should go about planning a social media strategy as well as setting expectations and evaluating ROI. Here are a few of the key takeaways from this great article… Why should you consider adding a social media component to your marketing mix? - Blogs and Social networks are now more popular than personal email - 90% of Inc. companies use social networks for marketing and branding - Nearly 90% of businesses that blog and use social networks find them useful - 2/3 of the world’s Internet population commonly visit blogs and social networks - Most importantly, 93% of social media users believe companies should have a presence on social networks How can blogging and social media benefit your business? - Drive more traffic to your corporate website(s) - Increase lead generation - Increase sales revenue - Improve search engine rankings - Improve brand recognition How should you get started with social media? - Develop a plan and stay committed - Define your goals – outline what you want to accomplish with social media - Assign ownership – ensure a person or a team is assigned to keeping your social media presence current - Develop a policy so employees know what’s allowed–and what isn’t - Be smart and efficient – spend your time on activities that will reach the bulk of your target audience and use technology to automate postings on other networks - Be a good listener, don’t sell, and provide helpful and insightful answers to problems How should you measure ROI? ## 4. Measuring Marketing ROI in Staffing (part 1 of 3) Citation: Measuring Marketing ROI in Staffing (part 1 of 3), Paula Zeisz, 2018-08-27, passage 1, https://www.haleymarketing.com/resources/ask-haley-blog/measuring-marketing-roi-in-staffing-part-1-of-3 Source: https://www.haleymarketing.com/resources/ask-haley-blog/measuring-marketing-roi-in-staffing-part-1-of-3 From direct mail, to email, to your website, there are several easy and effective techniques you can use to measure your success. If you could take $1,000 and invest it for 60 days and get back $2,000, would you? What if you could get back $10,000? Or $50,000? Of course you would–it’s a no brainer! And that’s why marketing is so important in staffing. Companies that invest in marketing gain four and a half times more market share than their competitors who do not invest in marketing. But of course, in those times when business is tight, the last thing you can afford to do is waste money. So how can you make sure you’re getting the best bang from your marketing buck? It’s simple. Measure everything! Measure Your Marketing The beauty of marketing is that just about everything you do, can and should be measured. While every marketing activity may not translate into immediate sales, there are things you can do to measure the results of all of your activities. Tracking Tools You Can Use Here are some examples of useful tools to measure the results of your marketing campaigns: - Coded response forms: Each piece of direct mail has a response form with a unique code, so that every response can be tied to a specific campaign. - Keyed phone numbers: This is a special unique phone number that is only used in a specific campaign, allowing you to measure the exact response to that campaign. Oftentimes the phone company offers analytical tracking tools that give detailed information on the calls received at the keyed number. - Campaign-specific landing pages: ## 5. Make an Impact Idea #33: Budget Strategically Citation: Make an Impact Idea #33: Budget Strategically, Cathy Lanski, 2024-11-23, passage 2, https://www.haleymarketing.com/resources/ask-haley-blog/make-an-impact-idea-33-budget-strategically Source: https://www.haleymarketing.com/resources/ask-haley-blog/make-an-impact-idea-33-budget-strategically Justification Model: This approach focuses on ROI, ensuring a clear link between your marketing spend and sales outcomes. It’s perfect for firms that prioritize accountability and measurable results. - Option 4: The Incremental Approach: This flexible strategy allows you to start with a modest budget and scale up based on performance. It is ideal for testing new markets or strategies while minimizing risk. Each of these strategies requires insight, foresight, and adaptability. But how can staffing firms implement them effectively? Practical Implementation for Staffing Professionals To put your strategic budget into action: - Know Your Market: Invest in marketing channels that resonate with your target audience by building vital market intelligence. - Refine Your UVP: Your Unique Value Proposition should guide your marketing spend, ensuring your messaging differentiates you in a crowded marketplace. - Leverage Digital Tools: Use automation, analytics, and AI to stretch your marketing dollars further and ensure every investment works harder for your business. - Monitor and Adjust: Continually track key metrics to measure the success of your strategy and be prepared to pivot based on performance data. Leverage Expertise to Amplify Your Impact A tailored, strategic marketing budget is essential for making a significant impact. But navigating this complex landscape doesn’t have to be a solo journey. Haley Marketing is here to guide you every step of the way. Ready To Take Your Marketing To The Next Level? Download our FREE eBook to learn expert tips on amplifying your marketing impact. Plus, schedule a FREE Lead Gen Roadmap session with one of our marketing experts to refine your strategy and build a robust digital lead generation system.