Know-How Exchange : Advertising/PR

You have a very effective solution in Google's Adwords Program which promises you Reach, Relevance and ROI. If you already have a web presentation, start using Adwords else make a Good Presentation and then start it. Now, it comes w/ click to call option too, where you are charged on Phone calls recieved only. I hope this should end most of your worries regarding lead generation.

Ramesh

I can’t help but agree – don’t advertise for clients. I’ve worked in recruitment in the UK and I’m still retained by a leading firm of head-hunters for specialist searches. The technical, temporary and IT staff market, including that in the USA has many similarities to the UK.

Think about it from the client’s perspective. They want to feel that for any given assignment, that all your energies are being devoted to their requirements. What message does placing an advert give out? Not enough clients? Maybe not too hot at what you do? Maybe lost some leading client and need to replace them?

In any case, how many employers scan the pages of a trade magazine or newspaper looking for a recruiter advertising for clients? If they are not by now using the web and they want a new recruitment firm, they will look to the places where the successful ones might just advertise – in the vacancies section. Not in positions wanted!

Google Ad-Words, on-line directories and the old fashioned phone call is still the best way to find new potential clients. And remember, a client isn’t a client until you’ve placed a candidate with them and the candidate has stayed the course.

Steve Alker
SalesVision

Advertising? Why?
Unless you use the word in very broad terms, and you actually mean WOM, becoming an authority via other means in the industry etc. you should not think of "advertising".

You say your business is mostly involved with financial firms. If I were in your position, I would dig a little deeper into the other firms... for example, if 90% of your clients are financial firms, what are the other 10%? Are any of these profitable reference accounts - could they be "the tip of the iceberg" and an indication of a next strategic focus for your firm? Based on company history - are their other prior clients in the same industry?

Expertise industry by industry is great - but it seems to me you might be better off with 2 or 3 target industries than one. I have just read, "Selling to VITO" - which is an excellent book - if after you review your list of current and past clients you believe you have another vertical market industry worth exploring, I would recommend buying and reading "Selling to VITO" and using the book as a guide to help you gather info "VITO" will be interested from successes you have had with current clients in your potential new industry.

I would build a list of companies in your new target demographic. I would visit prior clients in the potential new focus industry who have "fired you" - and I would find out why they no longer work with you, I would find out what they are doing now, and I would find out what you have to do to earn their business. I would review my web site and marketing material to be sure it does not give the impression that all you do is work with financial firms. And, I would begin a marketing campaign to the new test industry.

The good news is that an additional industry focus could be a very good thing for your firm. The bad news is that it may take more time than you like to build awareness and interest in your offerings in the new market, and to demonstrate your expertise and your "commitment" to serving companies in the new market. Good luck.