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Marketing is about making
connections and building relationships. And while “marketing” might not be in
their job description, your employees are still active participants in relationship
building — with vendors and suppliers, coworkers, their communities, friends
and families. In today’s ultra-interconnected world even casual connections can
have impact.
So it’s important to
remember the significance of your employees as relationship builders, and their
role as an audience in your messaging. As a vital part of your company’s
personality, they should be the first
people on board with your messaging. It’s not about overloading staff with
more communication and memos, it’s about teaching employees how the company
talks about itself to the outside world, and bringing them into alignment with
your goals and objectives.
A December Open Forum article suggests business owners should add marketing training to the ongoing
development of every staff member. The
article suggests teaching employees the following message components:
> This is who we work with
> This is what makes us
unique
> This is what our clients
worry about
> This is how we keep our
brand true
> This is what we are
saying right now
Infusing a consistent and cohesive message internally is not a one-time
event; it’s an ongoing process. Done right, empowering your internal messengers
can become a powerful tool for amplifying your message to the outside world. If
you want to put a game-changing marketing initiative into play in 2012, put
employee messaging training on your priority list for the coming year.
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