The 3rd Annual PrismHR Digital Marketing Awards, which recognize and celebrate HR service provider marketing excellence, were presented at PrismHR LIVE 2018 in San Antonio, TX. The awards are also affectionately referred to as “The Craigies,” in honor of PEO industry veteran and PrismHR Executive Vice President, Craig Babigian.
Digital marketing for HR service providers is more important than ever. A compelling website, an engaging video, an informative blog, and educational content all establish your online identity, and almost everyone does some level of online research before making a purchase. In fact, more than 67% of the buyer’s journey (you can check out the original report here) is completed online before a prospective customer reaches out to you. Creating a great website is now easier than ever with platforms like Squarespace, WordPress and Wix, but in addition to a great website, you also need great digital content, such as blog posts, videos and white papers/eBooks.
The Craigies acknowledge the most innovative and effective digital marketing by PrismHR customers. We had the most submissions ever this year, and the quality of this year’s submissions were by far the best. It was really difficult choosing the winner for each category: Best Blog, Best Video, Best White Paper/eBook and Best Website. Read on to learn more about the categories, see the finalist submissions and find out who took home the award.
Using video can be one of the most effective marketing tools you can employ, but also one of the hardest things to get right. No matter your budget, if you craft a compelling story, it can resonate with your customers in a way that no other medium does. The Craigie Award for Best Video was awarded to the video that told a compelling story while being both simple and brief.
Blogs are a great way to generate content for your website and help your search engine optimization (SEO). You can also rapidly respond to new developments in your target markets, and you can test different ways of communicating with your prospects and customers. Blogs give you the chance to abandon lofty marketing language and talk in a more natural voice. You don’t always have to be “selling,” and that is what we looked for in this year’s submissions for Best Blog. The best blogs provide valuable content that is relevant to your readers, is easy to navigate and has a clean, modern design.
Best White Paper / eBook
White papers and eBooks are a great way to engage and educate your prospects (and even existing customers). It’s also a critical touchpoint in the buyer’s journey that can help generate interested leads for the top of your sales funnel. The Craigie for the Best White Paper / eBook recognizes the organization that delivers the most valuable content on a relevant topic, with a focus on education, and with a clean and attractive design.
Your website is at the center of the buyer’s journey. You never get a second chance for a first impression, and that’s why it is so important to have a good website. If your website is difficult to navigate and doesn’t have a modern, responsive design, you’ll likely never even hear from prospective customers.
This year’s Craigie went to the website that made finding relevant information to the user so easy that it was an enjoyable experience. They not only provided great messaging and content but went the extra mile and tailored the message based on prospect needs.