3 KPIs every HR consultant should be using to track the success of your marketing

Most HR consultants I speak to think marketing is a dark-art. You probably feel the same way?

When you write that blog, post that post on LinkedIn, or send out that email, it’s incredibly difficult to understand the results of your efforts unless someone immediately gets in touch on the back of whatever you’ve just done.

But this isn’t how people behave. How often do you read an email from a business and call them up straight away?

It never happens in fact, unless the timing has been divinely orchestrated by the universe. (I enjoyed writing this sentence)

No. It takes week, months, even years for your prospect to take action. And that’s if you’ve been contacting them on a regular basis during that time period.

This is why a ‘one step’ approach to growing your consultancy doesn’t work.

One step: Attention -> Sale

This is where you do a bit of marketing, like posting on LinkedIn, and hope to win business from it.

But this is what a lot of consultants – maybe you too? – are doing.

Instead, you need to add a step.

Two step: Attention -> Relationship -> Sale

The power of building a relationship with someone before asking them to buy from you is immeasurable. And in most cases, the business that educates the prospect is dramatically more likely to win the business.

Instead of marketing your consultancy with a scatter gun approach, you need to focus on doing the following:

1. Build multiple audiences (primary audience being your email marketing list)
2. Build a relationship with your list
3. Commercialise the relationship with your list

I call this a data capture system. And what you’re doing here is very focused.

You’re thinking about who you want to work with, you’re growing a list of those people and by doing so, it’s much easier to build a relationship with them over time.

Your future clients are in your list. To drip feed your consultancy with new clients on a regular basis, stop thinking about one step marketing and instead focus on building your list every single week – I promise you, you’ll generate better results.

As you know, KPIs are there to monitor performance. But for me, they give me focus.

When it comes to your marketing, here are the 3 KPIs you should be working towards and tracking against every single week. And using to give your marketing focus.

KPI ONE: How many people have you added to your list?

An easy way to do this is by creating a PDF, or something of value that you can offer your target market in return for their contact details. Your CRM should manage all of this for you automatically.

KPI TWO: Interactions with your list

How many times has someone on your list opened or clicked one of your emails? How many times have they visited your website?

How many times have they requested the free resource you’ve provided?

This KPI is trying to measure the effects of your relationship building efforts, and again, your CRM should have automated reports to help you with this.

KPI THREE: Appointments and proposals

How many appointments have you had and how many proposals have you sent out? This is probably the most tangible part of your marketing that feels real.

You’re probably thinking how many new clients you get should be a KPI, and you can always add this in as a fourth. But I think this is more sales territory than marketing and is down to your own performance in the meeting.

If you’re struggling with your marketing and want to be more focussed with your approach, then feel free to get in touch and we can discuss how I can help.