Getting staff on board with your marketing strategy is perhaps the most crucial consideration for getting your brand heard outside the marketing department. Without their agreement, even the most beautifully crafted campaigns will be doomed to fail, as consistency and passion are lost across the company. So, how do you get your marketing strategy to be something your staff live and breathe? The answer lies in education, engagement, support, and reward.
Train Employees on the “Why” of Marketing
The most pervasive obstacle to employee commitment is undoubtedly lack of clarity around the raison d’être for marketing and what function it plays in business success. Why marketing? What purposes are assigned to this endeavour? Convincing employees of the bigger picture is your point of departure.
Hold a brief workshop or lunch-and-learn to share how marketing drives organizational goals, fuels business development, and creates reputation. If your team understands how their effort and teamwork fuels overall success, they will be more likely to be invested. For example, showing how a long-term brand image builds more customer trust may encourage teams like sales and customer support to reinforce your marketing messages.
Engage Employees in the Marketing Process
The onus is on marketers, but employees in other departments can apply their understanding and thinking outside the marketing box to provide more depth and authenticity to your campaign. Encouraging employees to participate in the creation of some of the important pieces of your strategy can make them feel a sense of ownership.
An effective approach is by holding brainstorming sessions where employees are able to exchange customer feedback, department trends, or campaign ideas. If certain departments (i.e., customer success or product management) are directly engaging with customers, their input would be valuable in crafting messaging that best resonates with your readers.
Additionally, you can also involve employees in content generation. Employee testimonials or social media behind-the-scenes are some examples. It makes the brand more human and gives employees a chance to showcase their skills. When employees see their work being showcased, they’re more likely to harmonize the overall plan.
Work with External Services to Ease the Burden
It is essential to know that not everyone in organizational staff has time and skills to contribute directly to marketing. Giving workers tasks they have not been trained for may lead to burnout and demotivation. Contracting services such as freelance copywriters, agencies, or video editors bridges gaps without making the company burn out. SEO specialists such as https://kingkong.co/uk/ will make your life instantly easier.
For example, rather than asking technical personnel to write blog entries about product updates, hire a seasoned writer to convert their ideas into shining marketing pieces. In this manner, you obtain high-quality work without removing the employees from their core responsibilities.
By obtaining a balance through outsourcing, you free your employees from the load without making them feel isolated from the overall marketing strategy.
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Reward and Acknowledge Marketing Efforts
Employees work best when their efforts are appreciated. Commending their input to marketing, big or small, can encourage them to feel prouder and work even harder. Constructive feedback and public appreciation come in handy in this context.
Giving shout-outs during team meetings or featuring personal contributions in corporate newsletters can generate a culture of appreciation. For major projects, consider rewards like gift cards, time off, or training opportunities. Rewards reinforce the value added by employees to the marketing process and encourage further contribution.
A Unified Vision Propels Everyone Forward
Your marketing campaign’s success hinges on alignment across your company. By educating employees about the value of marketing, engaging them in meaningful ways, reducing their loads, and appreciating their contributions, you create a culture where your marketing goals and employees’ behaviours coexist harmoniously. The outcome? A harmonious, engaged staff that rings the voice of your brand with every touchpoint.
