Marketing
What marketing beginners should do is "understand the business model"
New marketer: I'm a marketing person, but I don't know what to start with ... Should I put a listing ad for the time being?
Kurosu: I understand. I understand that it is said that the person in charge of SEO or the person in charge of advertising, but it is difficult for marketers to start with.
New Marketer: That's right! The range is too wide to be called a marketer! How can I think about the whole thing?
Kurosu: Thinking about specific cases, my head is organized, so today I will explain Bizreach as a theme.
What is marketing?
Marketing is really difficult. The biggest reason I find it difficult is that the meaning of the word marketing varies from person to person.
Some people call market research, some product development, some people call advertising a marketing, and I feel that this is confusing.
In this article
Get interested in your service.
Get bought.
Have them buy repeatedly.
All actions to achieve these three objectives are called marketing.
Marketing is the action to achieve these three objectives.
Specifically, the following measures apply to each action.
Get interested
Advertise on the internet.
Send a press release to be featured on TV.
Hand out flyers.
Get bought
Introduce postpaid payments to meet various customer payment methods.
In order to improve the usability of the website, support smartphones.
Have you buy repeatedly
Add friends on LINE and distribute useful information regularly.
Introduce a point system to create the need for repeated use.
There are a few examples of these measures, but there are many things to do. “There is a lot to do” is one of the things that makes marketing difficult. However, not many people are familiar with all of these.
As I have been consulting SEO for a long time, I understand that various companies offer specific services, so in the first place there are not many opportunities to see the whole marketing activity and the number of people is also small. This is called donut making in the talent I belong to.
Making donuts of services provided
Make donuts for the services provided.
So what should we do to “determine marketing objectives and think about how to achieve those objectives”?
And what is important in thinking about marketing is from where and how is gross profit (sales-cost) made? In other words, understanding the business so-called business model.
Bizreach Business Model
Bizreach founded in 2007. Mr. Minami, the representative, said that it was difficult to find a job that suits him when he moved from a foreign financial company called Morgan Stanley. Bizreach was able to solve this problem.
With the creation of Rakuten, Amazon, etc., consumers and retailers have been able to deal directly with business customs that had previously had to go through wholesalers, and various costs have been reduced.
Can the same thing be done in the human resources business? Based on this hypothesis, Bizreach for job offers was made. Bizreach is characterized by a billing system.
The general structure of a regular job site is as follows:
Job seeker → Free to view jobs.
Companies posting job postings → Pay advertising expenses to management companies.
But Bizreach has a different structure.
Job seeker → Paying to see jobs.
The company posting the job offer → The management company is paid a monthly fee to view the job seeker's data.
As described above, it is an unusual system that sells the right to access data collected by the company.
The right to access data is sold not only to companies that post jobs, but also to human resources agents and head hunters. When hiring is decided via Bizreach, a contract fee is paid as compensation.
Bizreach has many billing points.
This structure is established because a database of human resources with high scarcity value is built through marketing and a large number of listed companies and agents are gathered. Bizreach is expanding rapidly by rotating these two wheels fully.
2 targets and 3 marketing measures
As a premise, Bizreach services are divided into job seekers (BtoC) and human resources (BtoB). Therefore, there are two types of marketing for job seekers and companies.
HR services are often used by job seekers, but Bizreach is very good at marketing for companies.
I will explain two typical measures in marketing for both targets.
Advertising measures Measures
to attract people through paid advertising, mainly Internet advertising.
PR measures Measures
to reach out to the media and pick up the company. In addition, the company has set up media and gathered people.
Advertising measures
Human resource services have a high unit price, so even if you spend a considerable amount of money on advertising, you get a reasonable return. For this reason, advertising technology in the human resources field is highly competitive compared to other industries.
Among them, Bizreach is a company that has repeated considerable measures and verification for advertising in terms of business structure.
For example, a landing page that serves as an advertising tray. If you look at each design, you can see that small points have changed in a short time. This is because the A / B test is a way to improve results by putting out many patterns and leaving the best page.
March 13, 2016 There is a CTA button under the letter of change of employment, recruitment, and text that prompts action.
March 22, 2016 The CTA button became larger and simpler.
August 22, 2016 If you are going to change jobs, this will guide you, and you will be prompted to act with the CTA button.
If you are worried about the idea of an advertising catch phrase, take a look at the Bizreach ad landing page, which should stimulate your idea discovery.
The reason why we are focusing on advertising is because Bizreach's business structure is related to the form of the website.
Job information is publicly disclosed on general job sites, but Bizreach has a scarce job information, so the amount of information on the page is limited.
Bizreach jobs basically have their company names hidden.
If you do n’t have enough information, you ca n’t expect an influx of search engines, so you ’ll have to spend your advertising.
Marketing is difficult with SEO in terms of business structure.
In addition, Bizreach's service, Bizreach, has a target human resources business with an annual income of over 5 million yen, so the unit price of the product is higher than that of the regular recruitment business. Therefore, there is also a positive background that you can actively spend advertising costs.
PR measures
Bizreach is very good at PR. In particular, exposure to television (publicity) is very good, and I think it has the highest exposure among many human resource services in Japan.
A famous episode is the “Pink Slip Party” that was featured in many media including TV when Bizreach was launched.
In the United States, the dismissal notice is called Pink Slip after the color, and a party for unemployed people is held.
Bizreach implemented this Japanese version at the time of the Lehman shock and was very successful as a PR. Mr. Atsuko Tazawa, the head of PR for BizReach, interviewed in many web media and talked about three important points for PR and advertisements to attract attention.
Three points that focus on PR and advertising
Point 1trend
First, provide information to the media in a context that meets the interests of society. At BizReach, we provide information to the media in the context of “it can solve social issues, not what the company wants to say”.
It is also important to develop new markets by creating new words in line with trends and instilling them in society. For example, “Direct Recruiting” is a word advocated by Bizreach. It seems that it was intended to make it before the world and enlighten the world.
There are many companies that are trying to create customer recalls with “PR” if they say “◯◯”, but Bizreach has the idea of making this “◯◯” first.
Point 2 Takepictures in advance
Think about whether the picture will make the news shine. In order to get the media to pick you up, it ’s also important to be eye-catching after posting. Therefore, it is a good idea to prepare storyboards and communicate with the media staff beforehand.
Point 3Prepare unexpectedness
Talking about social issues tends to be boring and serious. Because reporters have no time and are exposed to a lot of news every day, they need to get interested in a short time.
The last “surprise” is whether or not the first two or thirty seconds when you talk to someone, you can respond “Hey! It ’s funny!” (Mr. Taiko Tazawa)
https: // seleck .cc / 1245
In this way, Bizreach considers PR measures as part of marketing and invests considerable time and money.
Summary
At BizReach, we do not send information to the dark clouds, but are implementing advertising and PR measures that match our company's characteristics and business model.
You can use it well, such as spending advertising costs, using your own site without spending money, or using external media.
In this way, by understanding your business model, you can approach them efficiently by taking appropriate measures.
"Understand the business model before thinking about marketing"
This awareness will surely improve your marketing.