Hi there,
I'm happy to give you some initial thoughts and guidance on building a consistent pipeline of inbound leads for your tech recruitment platform.
You probably should nail down your Ideal Customer Profile
First things first, it's really important to nail down your Ideal Customer Profile (ICP). You mentioned you've tried some LinkedIn outreach. That's a good starting point, but did you analyse the results? I'd say you need to ask yourself:
- Which job titles responded best?
- What company sizes are they?
- What industries are they in?
Don't just blast ads at everyone and hope for the best. Target specifically at the recruiters who are most likely to convert. No point wasting clicks on people who will never buy, is there?
I remember one campaign where a client was struggling to generate leads. After reviewing their targeting, it became clear they hadn't defined their ideal customer and were targeting too broadly. Refining the audience based on key demographics and firmographics significantly improved their lead quality.
We'll need to look at your ad copy
Ad copy is absolutely critical. Instead of generic statements like "tech recruitment platform," you need to highlight the main benefit. What problem are you solving for recruiters? I reckon its time.
So, I’d suggest focusing on time, cost, or whatever the most important pain point is for them. Think of something punchy that grabs their attention straight away. "Stop Wasting Time: The AI Platform Finding Tech Talent *For* You", or "Cut Recruitment Costs by 50% with AI-Powered Matching". Something like that, you get the idea.
I'd say you need a compelling Landing Page
Don't neglect your landing page. If your ad promises efficiency and quick results, your landing page needs to deliver on that promise. No long forms, no slow loading times, and no walls of text.
Here's what I'd recommend:
- Short, concise copy that reiterates the benefits.
- A clear demo video showing the platform in action (especially the time-saving aspects).
- A strong call to action (CTA), like "See How Much Time You Can Save - Get a Demo" or "Start Your Free Trial Today".
Make it as easy as humanly possible for them to convert.
You probably should think about what your offer is
Are you offering a free trial? A free demo? A consultation? Make it clear in your ads and on your landing page what exactly recruiters will get when they engage with you. The offer makes it much easier to convert people.
I've run quite a few campaigns for B2B SaaS, and offering a free trial can significantly improve conversion rates. It allows potential customers to experience the value of the software firsthand before committing to a purchase.
You'll need to test different Ad Formats
Try video ads showing how quickly recruiters can filter candidates. Try lead generation forms directly on LinkedIn so they can sign up without even leaving the platform. Try carousel ads showcasing different features. Test, test, and test again to see what works best for your audience.
You probably should be tracking EVERYTHING
Make sure you're tracking everything. Conversion rates, cost per lead, which ads are performing best, what keywords are driving the most qualified traffic. You need to know what's working and what isn't so you can optimise accordingly.
There are so many tools out there to help you with that, e.g. Google Analytics, LinkedIn Campaign Manager, and dedicated marketing automation platforms.
You really must be patient
B2B sales cycles can be long, especially for something like a recruitment platform. Don't expect to see results overnight. It takes time to build trust, nurture leads, and close deals. But by focusing on the right audience, compelling ad copy, and a user-friendly landing page, you'll be well on your way to building a consistent pipeline of qualified inbound leads.
You'll need to be using retargeting
Retargeting can be a game changer. Show ads to website visitors who didn't convert, ad engagers, and even people on your existing email list. Remind them of the benefits of your platform and offer them a special incentive to sign up. You’d be surprised how many people convert after seeing a retargeting ad!
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Ideal Customer Profile | Research and define your ideal customer profile: Job titles, company sizes, industries. |
| Ad Copy | Focus on the main benefits for recruiters. What pain points are you solving? Highlight that. |
| Landing Page | Short, concise, and user-friendly. Clear demo video and strong call to action. |
| Offer | Free trial or demo - get your foot in the door. |
| Ad Formats | Test lead generation forms and carousels. |
| Tracking | Track everything, optimise accordingly. |
| Patience | It's B2B. Expect long sales cycles. |
| Retargeting | Retarget non-converters, ad engagers, and people on your existing email list. |
Building a consistent pipeline of inbound leads for a tech recruitment platform isn't easy, but it's definitely achievable with the right approach. By focusing on the points I've talked about, I'm confident you can see some good results. The important thing is not to give up!
Now, you could try to implement all of this yourself, which is fair enough. But sometimes, it helps to have an expert set of eyes on things, someone who's been there and done it before. As an example, we ran a LinkedIn Ads campaign for a software company targeting B2B decision makers and achieved a cost per lead of $22. We offer a free consultation where we review your current strategy and account, give you some tailored advice, and show you how we can help you get to where you want to be. Feel free to book in a time.
Regards,
Team @ Lukas Holschuh
