Showing posts with label employees. Show all posts
Showing posts with label employees. Show all posts

Wednesday, July 24, 2013

Better Marketing Through Change

In Marketing, if you're not changing everyday, you're failing yourself and the business or organization you represent. Marketing is about sharing, internally and externally, to help your business grow. And the best way to share is to adapt and change with the ever-evolving Marketing landscape.

This type of change might seem expensive or daunting to think about with everything that's out there (and on the horizon). However, changing with Marketing trends in today's business climate is not only necessary but also unavoidable. Adopting newer technological tools & resources will help ensure Marketing success by:

  • Streamlining employee happiness, nurturing the desire to stay and grow with the business or organization.
  • Providing worthwhile resources for all employees to better the overall business model, processes, and practices.
  • Letting the customer know you care about the products and / or services you provide and that you are leveraging all of the Marketing resources you can to better their experience.
So how do you stay on the cutting edge of marketing yourself and your business or organization? Here are just a few ideas:

Be an innovator. Be on the innovative and early adoptive side of technology to help gain market share. Be the person, be the business, that represents the best of what's out there and shares in the effort of what is yet to come to make the market better.

Stay in tune with Marketing trends. Read daily about Marketing trends and write about your take on incorporating newer Marketing tools and resources as they relate to your market or industry. When was the last time you commented or shared a blog or news story that had nothing to do with your market or wrote a white paper that has everything to do with your industry?

Be a beta user. You don't have to take on every new Marketing resource out there. There isn't one perfect CRM (Customer Relationship Management) resource or smartphone or tablet that fits every business in every market in every industry. But there's no harm or misspent time in being a beta tester of multiple options to see which one(s) fit you best.

Change is not a burden; it's a gateway to our future. What technological tools and Marketing resources do you find most useful today and which ones are you excited about integrating tomorrow?

Monday, April 22, 2013

Encouraging Employees to be Your Brand Stewards

Marketing a business can be a daunting task. This is especially true when you are a small business and don't have a dedicated marketing person or team to lead the charge. However, the strongest brand steward a business has for marketing and getting the branded product or service message out is it's team - the whole team.

If you look at your business like a megaphone, with your voice at the mouthpiece, you can really let the public hear your passion through your words and actions. Now, take that megaphone, enlarge it, fill it with the voices of all of your staff shouting the same brand message, and really get the message out.

The following are a few good considerations. Some may seem obvious and some may just be reminders, but as a whole, it's better to prepared:

Passion
If you don't share your passion with your staff, it certainly won't be conveyed well to your customers, potential customers, and industry partners.

Drive
Finding the drive to support your passion is key to marketing success and will be noticed - even when you feel it's not.

Motivation
Ideally, staff members don't just depend on an employer for a paycheck, so if you're motivating your staff constantly & consistently, they'll appreciate you all that much more.

No matter how you spin it, employees should never be forced to blare a message they feel is not their own. A business' employees are brand stewards, not soldiers. This is even true when you are working with contracted or outsourced partners.

Each person on a business' staff brings as much marketing potential as a dedicated marketing team member. When you encourage employees to be your brand steward, your marketing voice will be exponentially amplified no matter what your market or industry may be.

Tuesday, August 14, 2012

Internal Marketing for Prospective Employees

How often do businesses think about or utilize Internal Marketing?  If you aren't familiar with the term, it is essentially the process of marketing a business' mission and vision to its staff.  The goal is to foster positive employee morale and core competencies and, ideally, improve external customer relations through a variety of measurable methods. But how often do businesses practice marketing to prospective employees?

Businesses should want prospective employees constantly knocking on their doors

In growing a business, it is as important to market to prospective employees as it is to market internally. Taking the thought a step further, marketing to prospective employees is tantamount to marketing to prospective customers.  Businesses should want prospective employees knocking at their door every day as much as they want customers to contact them on their own.  If a business can't convince someone to want to work for them, how can they possibly hope to be perceived as the business that customers want to call on?  

The interviewer and the interviewee are interviewing each other

Have you ever been uncomfortable in an interview?  It is an "inter"view; not an employerview.  An interviewer should feel just as much in the hot seat as the interviewee.  If the interviewee has no response to questions or comments, little response, or doesn't exude a sense of excitement about working for an employer during the interview, then the interviewer has failed.

Creating a welcome and comfortable atmosphere

As valuable as it is to create a fun & friendly working environment for a business's staff and customers, it is equally important for interviewees to feel this as well.  If a business allows for casual dress and a generally happy, jovial atmosphere where employees are free to express themselves, then express this before, during, and after the interview.

Offering the right tools to do the job

No matter what position a business is hiring for, it is critical to offer the right tools to do the job.  If hiring for an internal position, a business needs to have up-to-date technologies and technological devices.  I recently talked to branch manager of a national corporation that offers IT training solutions to businesses, but doesn't arm any of their sales staff with laptops or smartphones - HELLO!

Adopting technologies to adapt to the marketplace

Like every other aspect of business and marketing, evolving technologies and a rapidly growing world are impacting every aspect of any business in any market and in any industry.  When a business struggles to adopt the newest innovations and technologies, it fails itself, its customers, and anyone that might want to work there.