3 min read December 2022 — Alpha Business Solutions Director of Marketing Andrea Cookhorn shared with Invest: best marketing practices, the shift in how companies approach DEI and important advice for professionals at any level. “Make sure you believe in what you are marketing and selling, otherwise your work won’t be sustainable through the tough times,” she said.
How would you define a successful marketing campaign in today’s climate?
A successful marketing campaign is defined by a clear understanding of your target audience, a competitive advantage and a simple message identifying your offer and how it benefits your target audience. At ALPHA, clients engage with us for at least one of these reasons: Increase MBE tier 1 spend, reduce misclassification or 1099 risk, reduce cost, or reduce time to start. I keep these reasons in mind for all marketing campaigns as they speak to the pain points and needs of the customer, which is necessary for success.
What are some of the key performance indicators that you monitor to ensure quality marketing campaigns?
Some of the key performance indicators I monitor are qualified leads and also lead-to sale conversion rates. I monitor the sales funnel and in the payroll business the sales cycle takes time, so patience is necessary. At the end of the cycle though, we measure conversion which helps us to decide where to allocate resources with our marketing budget.
How important is collaboration with other departments in making sure a brand is front and center for consumers or clients?
Collaboration between departments is necessary. You’ve probably heard the expression ‘no man is an island.’ The employees within an organization know the brand and company core values better than anyone on the outside and, as a result, can and do serve as brand ambassadors that promote the brand within their circle of influence. But first, the departments need to get on the same page. They need to collectively work towards a common goal. They need to understand as a team how the brand is represented in the marketplace so that the brand can deliver what they say they can and will deliver in time.
In the age of influencers, what is the key to keeping traditional marketing competitive?
Influencers are important to any business, especially ours. Influencers also come in different forms. Social media influencers have become very popular but traditional influencers and brand ambassadors can communicate to their followers in a way that we cannot. The followers know, like and trust the influencers they follow so having the influencer promote our brand is important to gaining professional buy-in. Alpha has benefited greatly from influencers in the business that hold various forums and promote and teach about the value of the Alpha brand to potential customers – many of whom we end up doing business with. In addition, Alpha’s CEO Gene Waddy has been recognized by the Staffing Industry Analysts (SIA) as a DE&I Influencer. Companies and professionals in the industry look to Gene as an influencer for direction on how to best promote and drive diversity, equity and inclusion to the forefront of business decisions in the workplace.
How are you adapting to mediums like TikTok when thinking about the next generation and how they are marketed to?
Given the nature of the payroll and employer of record business, I would say that some social media platforms hold more relevance than others. In the payroll business, platforms like LinkedIn, Facebook and Twitter are powerful in establishing and maintaining relationships, promoting activities and thought leadership. Alpha is laser focused on deepening B2B client relationships while we grow our professional network simultaneously. I think TikTok can work for the right business in delivering powerful short messages, establishing influence and engaging followers. Though Alpha has not engaged on TikTok, it is something to consider in the future as we grow and expand our influence.
How are you keeping diversity and inclusion top of mind when executing different outreach campaigns?
As Alpha’s CEO Gene Waddy states, “Diversity and inclusion are no longer feel-good measures but rather business drivers.” DEI are held at the helm of our marketing campaigns as they drive sales. Supplier diversity is paramount to our client base along with the white glove customer service that Alpha provides and is marketed that way.
What advice would you give to recent graduates entering a marketing role?
I learned an important lesson in one of my first sales positions in high school which is that marketing is the tool used to turn customers’ wants into needs. At the time, I was working at a store that sold novelty items that no one truly needed but the way we promoted the products made our products a necessity to our customers. My advice is to find a way to promote your product or service, so your customers don’t want them but rather need them. I would add to make sure you believe in what you are marketing and selling otherwise your work won’t be sustainable through the tough times.
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