The Importance Of Online Visibility For HR Tech Marketers
Sure, your website may be one of the best in the game. But how will your target buyers discover it if it’s buried deep down in the search results? Boosting online visibility is necessary for HR tech marketers to put their business on the map and turn visitors into buyers quickly and efficiently. When your brand is present on various online locations, like social media, ads, and video-sharing platforms, it increases its visits and overall awareness. Even if HR tech buyers are not ready to purchase just yet, they are familiar with your name for future reference. Therefore, they may search for your brand manually without necessarily seeing an ad. But visibility isn’t enough on its own. Your brand’s reputation should be impeccable. A million people can know who you are, but a large percentage of them may have a negative impression of your business. The general overview of who you are and how efficient your services are must be positive.
So, how do you achieve that? Stay with us and discover how you can achieve HR tech marketing success through techniques and strategies that have been tried and tested countless times.
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Why Is Content Marketing Crucial?
Online visibility isn’t achieved overnight. It takes a strategic SaaS marketing strategy that engages audiences and fosters loyal customers. But we’re getting ahead of ourselves. Before someone becomes your paying customer, you must curate and publish B2B HR tech content. Articles, eBooks, webinars, podcasts, infographics, and case studies are all crucial in differentiating your brand from your competitors and showcasing your company’s worth. Your content should be unique and shed light on the dark corners of your niche. This way, you are perceived as an authority and thought leader in your industry. When you provide invaluable information and advice and address your target audience’s pain points, they start trusting your proposed solutions. At the same time, HR tech marketers shouldn’t forget that their content must be educational and relevant to people’s needs and challenges.
9 Strategies And Tips For HR Tech Marketers To Boost Visibility
1. Improve SEO
At the core of website visibility lies an effective SEO strategy that propels your marketing efforts and attracts more visitors. You may focus on on-page and off-page tactics, including keyword research, meta tags, and website speed. Also, you should optimize your website for mobile use so it’s easily navigable on desktops and smartphones. The faster your page loads and the easier visitors find what they need, the better the user experience is. Therefore, the structure of your website must be clear. HR tech marketers should also be able to identify high-quality content and improve it when needed. For instance, they may need to edit certain articles to make them more SEO-friendly. In addition to that, you can collaborate with an SEO link building agency that offers quality dofollow backlinks.
2. Create High-Quality Content
Improving online visibility means that you have to also enhance your content quality. Do some research to learn about your target audience’s needs and interests, as well as how your competitors create content that resonates with them. For instance, short-form articles are no longer popular among niche audiences, including HR software customers. Long-form, quality content is highly respected. For instance, eBooks don’t only provide extensive information on a burning topic but also serve as wonderful gated content, helping you increase your signups. Podcasts are another good idea to capture your audience’s interest and showcase your expertise and thought leadership. You can also film your podcasts and upload them on YouTube for added traffic.
3. Leverage Social Media
All successful HR tech marketers know how pivotal social media channels are for promoting products and services. Great marketing starts by identifying the platforms where your target audience is present. For HR tech tools, Facebook, LinkedIn, and Twitter may be much better options than Instagram, Pinterest, and TikTok. To accelerate business growth, stay consistent with your posting frequency and publish infographics and short videos for extra engagement. Encourage followers to leave their comments and engage with them as much as possible, showing how much you value their viewpoints. Fostering a sense of community is essential when you try to attract leads and generate loyal customers who turn into advocates. Lastly, don’t forget to show some flair and personality so clients feel like they are talking to a friend.
4. Invest In Paid Ads
A successful software sales strategy can’t miss the vast opportunities paid advertising offers for increased online visibility. Growing organically takes a really long time, and placing ads on various platforms can help you expand more quickly. You can choose Google, Bing, and all social media channels to place your ads. All these platforms allow you to choose your preferred demographics. You may even specify the job titles, industries, and interests you want your ad to target. This way, HR tech marketers can personalize their messaging to appeal to people who have the largest potential of buying your solution. You can utilize paid ads for all stages of the funnel. For example, banner ads and popups inform and remind prospects of your offers. Additionally, you can place an ad in a trustworthy PPC directory to get ahead of competing brands.
5. Encourage Reviews And Testimonials
The HR SaaS market has a longer sales cycle than other industries. This is due to the complexity and price range of various solutions. Decision-makers search online for viable solutions, test a few of them, and pick their winner. So, how can HR tech marketers shorten your sales cycle and boost purchases? One smart B2B content marketing strategy is encouraging reviews and customer testimonials. Every time someone buys your solution, wait for a few weeks and then contact them, asking for their honest opinion. You can direct them to your official review pages or ask them to publish their testimonial on their social media channels. You can share their content on your pages to increase credibility. Your online presence and brand awareness are enhanced, and customers also form a positive perception of your company. Don’t forget that almost everyone checks reviews before purchasing anything.
6. Collaborate With Thought Leaders
Can you compile a list of some of the most respectable figures in your industry? A good growth hacking strategy relies on collaborating with reputable figures who have extended knowledge and thought leadership in the HR field. Reach out to them and propose a collaboration. Some of them allow you to submit your guest post for free and become a contributor to their website. You can add your website’s link and, therefore, generate legit backlinks. Additionally, you can create co-branded webinars. If you are new in the game and unfamiliar with webinars, trusted figures in the HR marketing world can help you spread the word more quickly and generate leads for your solution. This growth hack is great at creating an evergreen lead generation machine. You can even promote your webinar premiere on YouTube to attract even more audience members.
7. Engage With Your Audience
HR tech marketers know exactly how crucial continuous engagement is as an HR software marketing tactic. Depending on the size of your channels and the number of followers, you may have hundreds or even thousands of comments, private messages, shares, shoutouts, and likes on all your pages. If you have an HR startup, you may be able to handle everything promptly. However, if your company is growing significantly, you may not be able to answer everyone on time. It’s important, though, to reply to messages and comments as soon as possible. Especially those that raise questions regarding your services or express complaints. People who browse your pages can see that you take the time and effort to solve any questions and misconceptions and immediately form a positive opinion about your company. They see you as a compassionate, caring provider who will be there for them.
8. Attend Conferences
Running successful campaigns is definitely pivotal to achieving marketing success. However, to do that, you must stay updated regarding HR tech trends and socialize with other companies in your field. Attending conferences and special events allows you to join a rising community of HR tech experts who share their knowledge. You can also choose to participate as a speaker and highlight the unique aspects of your solution. Remember that many HR managers and company decision-makers are present at these events. Often, they actively search for HR software. But how will anyone even know that you’ll attend these conferences? You can publish press releases announcing your participation so that anyone interested in your services can attend and get to know you face-to-face. Your email marketing campaigns can inform recipients of your attendance, too.
9. Know All The HR Tech Trends
Online visibility depends on many factors, one of which is staying on top of emerging HR tech trends. Right now, self-service technology, remote work options, a healthy work-life balance, and global hiring are at the forefront of the HR market. Implementing tools that assist and promote these trends will help you create online visibility for your business. Your content marketing for HR tech should also focus on these technical aspects. Let’s talk about work-life balance for a moment, as young professionals care about it now more than ever. If your HR software features tools that promote mental health, you should lean on them in your marketing promotions and let people know how your solution offers insight into employee well-being.
4 Compelling Content Marketing Solutions
1. Conduct Case Studies
If you’re still wondering how to create online visibility and social proof, case studies are exactly what you need. Talk to your buyers and ask them to detail their experience using your HR solution. You may write a case study article or produce a YouTube video. If your clients don’t mind participating, interview them in front of a camera regarding the problem they faced before partnering up with you and how they solved it once they started using your HR software. Your case studies should add value to your solution, shining a light on the issues it helps companies overcome. Moreover, customer testimonials offer credibility, showing that you don’t give fake promises but deliver on them.
2. Produce Video Content
Do you think that short-form videos are irrelevant to HR products? Think again. HR tech marketers know how important this type of content is for attracting leads and converting them into buyers. To get people to buy your product, you need to engage them through your social media. There is nothing more captivating than short-form videos. Platforms like Instagram Reels, YouTube Shorts, and TikTok prove that every single day. Just because your product belongs in a niche category doesn’t mean that you can’t create engaging videos on social media. You can create long-form tutorials and demos for YouTube and crop small snippets for Instagram. You may also ask your experts to create stories informing audiences on industry news, or do Q&As.
3. Repurpose And Optimize Your Content
Any technology marketing firm will agree that creating new content is time-consuming and costly. While content marketing for HR tech depends on new material, you can also invest time in repurposing your existing content. For instance, you can create detailed blog posts and infographics based on videos. Infographics are also great for publishing on social media. Meanwhile, you can start updating your old content by adding new information and replacing dated statistics with new studies. Maybe the structure needs reformatting, too, to fit your current needs. Lastly, you should enforce your SEO skills by adding relevant keywords in older articles so they can start ranking once again.
4. Create Long-Form Content
Have you ever wondered why most businesses have a blog section on their websites? It’s a great way to engage audiences, offer informative pieces of content, and boost online visibility through SEO. Blog articles, whitepapers, written case studies, glossaries, and eBooks help you build authority in the HR field and be seen as an expert. Your topics should address common pain points and challenges, which can be solved using your software. After a while, customers and potential buyers will be visiting your blog section to find relevant information, knowing that your opinion brings value to their lives.
Types Of HR Tech Companies That Can Leverage These Tips
You are involved in the payroll software industry; you know that the demand is increasing, but so is the competition. Standing out from the crowd means that you should invest in various content marketing services, including email marketing, SEO, conferences, and social media. Don’t forget about your current clients, though. Nurture your relationship even post-purchase, and don’t forget to send them emails occasionally to upsell them. Don’t make the mistake of sending too many emails, as you may end up with people unsubscribing.
HR professionals often utilize talent management software to track employees from the moment they apply for a job until they retire or leave their company. These tools have become vital to HR managers, and that’s why the competition in the field has grown significantly. HR tech marketers must utilize as many tips and techniques as possible to prove their solution is the most inclusive and comprehensive in the market. Does your software have a unique feature? Lean on that and promote your product based on this detail that makes the difference.
Applicant tracking systems are any business’s hiring co-pilot, storing resumes, scheduling interviews, and helping HR managers screen applicants and organize paperwork. Not only do such tools improve applicant engagement, but they also speed up the hiring process. Online visibility is crucial for SaaS startups to boost their brand image and products, as 99% of Fortune 500 companies and 70% of large companies use tracking systems daily.
HR leaders are now more invested than ever in upskilling and reskilling their employees. That’s why they invest in the best LMS systems they can afford. Tech agencies also produce new software and try to market it as aggressively as possible. Their marketers enforce email marketing strategies, social media strategies, and various promotional campaigns to boost brand visibility and attract the right kind of customers.
It’s no secret that employee engagement is at the center of most HR professionals’ radar. That’s because retention and turnover are increasing as the years go by. Investing in employee engagement software is the answer to reducing these figures. Therefore, an effective SaaS sales strategy can attract myriad suitors who are actively searching for solutions.
Key Takeaway
Seasoned HR tech marketers know what it takes to boost online visibility and elevate your business in the congested landscape of B2B SaaS marketing. The challenges are always present, but a high-performing marketing team utilizes various techniques and tools to improve a brand’s position in the HR field. Starting with SEO optimization, high-quality content, and social media marketing, they boost your online presence. They keep producing highly captivating content, including videos, case studies, infographics, Q&A articles, webinars, and podcasts. Through the enforcement of paid ads and industry leader collaborations, they manage to increase your reach further.
And while conferences are not widely utilized in the online world, you can benefit from them, too. Just make sure to inform your audience about your presence there through press releases and email marketing sequences. Whether you have developed employee engagement software, applicant tracking apps, L&D systems, or payroll software, these tips can significantly improve your marketing results and help you make your mark in the HR field.
