ecruit - the background
A young entrepreneur, Ben de Grouchy, came to The B2B Marketing Lab (B2BML) for assistance with planning and building his new business venture: ecruit. Ben was running a recruitment and search consultancy and knew that his business venture would be supported by a new online presence that would build his new brand from scratch.
ecruit was conceived as a low-cost fixed fee recruitment provider that specialised in sales recruitment. The B2B Marketing Lab used a Growth-Driven Design (GDD) process to rapidly brand and launch the ecruit.co.uk website into the enormously crowded UK recruitment marketplace, based around a HubSpot CMS developed website, HubSpot Marketing Automation, and Sales Enablement. Due to ecruit’s rapid success in the sales vertical, Ben quickly started to expand the business into the IT, marketing and office & secretarial industries, based around his GDD development plans.
What was the challenge?
Despite having no technical background, Ben knew that for ecruit to succeed, it needed a website and an applicant tracking system integrated into it. A website, along with the integration of the applicant tracking system, would allow his brand-new, fast-growing business to generate interest, leads and grow.
Also, ecruit’s website needed to be search engine optimised, as well as include high-quality content, lead capture functionalities, and user-orientated features (including a job board integration) to drive lead generation, improve the user experience (UX), and facilitate lead data capture.
Needing support developing a search engine optimised, lead-generating and prospect-orientated website, ecruit approached The B2B Marketing Lab (B2BML) team and requested assistance with website build, development and optimisation. Ecruit wanted a specialist growth marketing consultancy that would be able to build a lead generating website as quickly as possible, as well as increase ecruit’s visibility online.
Why engage with The B2B Marketing Lab?
B2BML was engaged with ecruit from the outset - and advised them on how best to build the website and develop it in order to support the business. To quickly build ecruit’s website, B2BML worked with them to define a GDD website build strategy that allowed them to start with a minimum viable product (MVP) website (the most strategically effective website to launch within the shortest possible period of time) and build out the website on an ongoing basis.
In addition to this, B2BML had to quickly build (from scratch) a clean, clear and smart-looking website that was fully search engine optimised (SEO) and could rapidly draw in visitors, with SEO playing a key part in building brand presence and brand awareness.
Website Development with Growth-Driven Design
B2BML also agreed to build an additional ten pages per quarter, further expanding ecruit’s website and allowing them to target additional industries and facilitate the addition of new service offerings. These pages were added as and when they were needed and B2BML advised on how to achieve best results through the new pages.
Content creation and lead nurturing
To help drive traffic to the website and nurture leads, the B2BML team implemented a content strategy, starting with a clear definition of the key buyer personas and then creating top, middle and bottom-of-the-funnel content to match with their pain points.
B2BML recommended ecruit build a simple, easy-to-understand two-minute explainer video. As ecruit’s service offering was a relatively new concept, it was important for the prospect arriving on the website that they could quickly understand ecruit’s proposition. B2BML helped ecruit to find the right supplier capable of creating such video and advised on simplicity and understanding of the video.
After the creation of the explainer video, B2BML started with top-of-the-funnel content focusing on the pain points for employers to help generate awareness and interest in ecruit and promoted the content on social channels to maximise reach.
Middle-of-the-funnel content assets were created as well. B2BML created new eBooks to drive lead generation, targeting employer pain points and positioning ecruit’s service offering as the solution. Finally, at the bottom of the funnel, demos were included allowing interested parties to see ecruit’s service in action.
With a full content and lead nurture strategy in place, along with lead capture on the website, B2BML was able to put ecruit in a position where it could drive lead generation activity through content and attract interested parties.
To help bolster ecruit’s presence online, B2BML built ecruit’s social media following and activity through the regular promotion of its own content and sharing of other relevant content. As such, ecruit’s presence online has grown and is quickly becoming a thought leader in the space.
Finally, because ecruit was a brand-new start-up, to generate additional traffic, improve its online profile and maximise lead generation, further outreach was supported through Google AdWords pay-per-click (PPC).
Increase in website traffic and improved ranking on SERPs
With a content and lead nurture strategy in place, allowing ecruit to attract, convert and close customers, ecruit is now generating a steady stream of leads through Inbound Marketing and HubSpot. Furthermore, with the value of content apparent, ecruit has now brought some of that content creation in-house and enlisted a permanent member to manage HubSpot activity.
As a result of the B2BML team’s support and the success of the programme, ecruit is now in a strong position where it is utilising Inbound Marketing effectively. The website is able to attract, convert and close visitors, and content routinely drives traffic to the website, helping the business’ lead generation, customer acquisition, and client engagement.
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