As the saying goes, “marketing is a commitment, not a campaign.” Because
marketing is such an integral part of any business, big or small, it is
important that a company’s marketing strategy is not only multi-layered, but
integrated across many levels. Getting employees involved in your company’s
marketing strategy is an excellent way to ensure maximum outreach and positive
impact. How do you get employees outside of the Marketing Department to care
about marketing? As it turns out, it’s not as difficult it sounds.
Tell employees about your marketing efforts. This tip is
astonishingly simple, but you’d be surprised at how few companies actually
actively inform their employees of the company’s marketing strategy. Make it
clear to employees that marketing is the company’s game, and they are the
players. Inform your employees what content marketing is, what your marketing
strategy is, why you’re doing it, and ask for their opinions.
Ask
them for advice. Invite input from employees. Make it clear that you value
their ideas and comments and that they will seriously be reviewed. If you end
up implementing any ideas, be sure to credit the employee. This will get your
employees interested in your marketing initiatives.
Create story prompts. Every so often, email or ask your employees
an unusual question asking them about their work experience or interactions
with a customer. For example, “What happened the last time a customer
complimented you?” Answers from employees can provide interesting vignettes
that perform well on social media platforms. Clients and customers often
appreciate a “behind the scenes” look at businesses.
Find out what they read and whom they follow. Ask employees whom
they follow on social media platforms and what business-related publications
they read. Their answers can be a good source for content or influencer
connections your marketing team might have missed.
Feature them online. Your employees have great tidbits. Host a live
interview with one of them on Twitter or Facebook, or give them the opportunity
to star in a video. Encourage them to share the interview or video with their
friends and family online. This not only generates great content, but
encourages employees to share it within their own circles!
Make sure employees know about your social media channels. Put
signs up around the office with links to your company’s Facebook, Twitter, and
other pages. Recommend that your employees follow your company’s pages.
Make employees proud to work for you. Make your company an ideal
place to work. Offer attractive benefits, company bonding activities, and
miscellaneous perks such as company retreats, free snacks, office lunches, and
similar things. Be sure to check in personally with your employees every once
in a while. Get them really invested in the company. If they enjoy working for
you and are proud of their position at your company, they will be more inclined
to share and brag about it.
Try the above tricks and watch employee interest in your company’s marketing
strategy grow! This natural process does take some time, so allow a few months
for interest to grow and results to be seen.