Welcome to Part 2 of Outbound Marketing for Job Boards! In this post we’ll go over outbound marketing tactics that will definitely cost you. But fear not! Many of these options don’t cost a lot, and you can pick and choose what best suits your business and your budget.
Outbound Marketing for Job Boards (That Will Cost Money)
- Plain text (e.g. AdWords
- Display ads (images)
- Videos (e.g. Youtube ads)
- Social Media
Most advertising systems will let you set spending limits so you can stick to a budget. As always in digital marketing, it’s important to track your results and improve on your messaging and/or methods based on what you learn from the data.
Many social networks will also let you post display ads, some in the usual leaderboard, banner, or skyscraper formats.
- Industry blogs
- News sites
- Social Media
You’ve probably seen “sponsored content” appear on popular blogs and even newspapers, but there is a fairly wide range of sponsored content.
Every blog and news site will have different levels of sponsored content – some may allow straight-up advertisements-as-articles, while others may want more substantial content mixed in with your promotions.
Other mediums, like podcasts, videos (think Youtube channels and popular vloggers), and webinars may have a designated timeslot for content or ads from their sponsors.
Most social media platforms let you promote or sponsor what appear to be regular posts/content shares, yet substantially increases their visibility to a wider range of people beyond your followers. Many of them also let you target who will see your promoted content, based on demographic information or the groups and social accounts they follow.
Event Sponsorship/Advertising at Events:
- Industry conferences
- Meet-Up group events
- Networking events
- Job Fairs
Events that are related to your job board’s niche, where there will be job seekers and/or employers who could benefit from your board’s services, can provide great opportunities for promotion.
Be sure to do your research before you drop a lot of money on events, however, especially if there is travel involved. Find out how many attendees there are, what companies have been exhibitors or sponsors in the past, and any other info on who typically attends. (If it’s not publicly available, try reaching out to the organizers or speaking to previous sponsors/exhibitors and ask about their experience.)
Your options for promoting your job board at an event might include placing an ad in a conference program book, sponsoring a meet-up event for professionals in your industry, setting up a booth at a job fair, or printing promotional postcards and handing them out at networking events.
Local/Regional/Niche-Specific Media Advertising:
- Street Events
Whether your job board is focused on a specific geographical region, an industry, or profession, there are likely relevant newspapers, magazines, and other publications where you can advertise your job board, be it in print or digital.
If you are focused on a particular geographic region, local radio ads, putting up posters, or handing out flyers at public events or festivals, might also be options.
Outbound marketing takes effort and often costs money, but sometimes it can be the extra push your job board business needs to grow.