That\u2019s why your marketing team should make it your business to sell your employees on your company\u2019s strengths. In fact, you need to start your marketing with your employees. When you do, you\u2019ll likely find that they\u2019ll become some of your best PR people.<\/p>\n
Quick Takeaways:<\/em><\/strong><\/p>\n In his\u00a0Inc<\/em>\u00a0article, digital consultant and journalist\u00a0John Boitnott<\/a>\u00a0advises companies to treat their employees like their top customers. That kind of treatment starts with respect.<\/p>\n I agree. When you listen to your customers, respect their point of view, and meet their needs, they\u2019re more likely to buy.<\/p>\n That\u2019s exactly what we do in marketing, right? We use data analysis, feedback, and social media listening to identify our customers\u2019 needs and preferences. Then, we create content and identify solutions that help them solve those nagging problems that keep them up at night.<\/p>\n When you apply this kind of marketing to your own employees, they\u2019ll be more likely to stay with your company. And if you solve their most vexing challenges, they\u2019ll do more than just stay on. They\u2019ll spread the word about your company to friends and colleagues far and wide.<\/p>\n When you put data analytics to work for your employees\u2019, as well as your customers\u2019 needs, your company will be able to personalize rewards for helping to spread the word.<\/p>\n Remember those gold watches companies used to give their top-performing retirees? I\u2019ll bet that if those companies had surveyed their soon-to-retire employees, they probably would have appreciated a gift certificate for travel or gourmet restaurants. After all, the whole point of retirement is to wean oneself from their longtime servitude to the clock!<\/p>\n Similarly, use data\u2014not tradition\u2014to give your people the rewards they want for helping you tell your brand story.<\/p>\n One of the best things that comes out of selling your employees on your products, services, and mission is an improved customer experience all around, as EveryoneSocial\u2019s\u00a0Todd Kunsman<\/a>\u00a0points out. When your marketing team takes the time to communicate your company\u2019s strengths to your employees, they\u2019ll be better informed about the big picture.<\/p>\n They\u2019ll have more knowledge about what your company can offer\u2014and even more importantly\u2014the passion to deliver stunning customer experiences. What\u2019s more, when you encourage them to collaborate across teams to create better products, services, and customer experiences, they will have a more holistic outlook on the company and what it does.<\/p>\n It\u2019s the difference between a pilot who has tunnel vision and one that has 360-degree radar. Which one do you want flying your plane?<\/p>\n One of the most effective ways to earn your employees\u2019 loyalty is to trust them with some of your brand messaging.<\/p>\n Doesn\u2019t matter. Trust them anyway.<\/p>\n Yes, you can give them\u2014and should give them\u2014a set of\u00a0style and branding guidelines<\/a>. Keep the guidelines simple and clear.<\/p>\n For major grammar errors\u2014don\u2019t worry. Your copy editing team can edit those parts.<\/p>\n As far as non-standard word order goes, remember Star Trek? Its iconic mission statement, \u201cTo boldly go where no one has gone before\u201d practically reversed the standard verb-adverb order overnight. To English teachers\u2019 chagrin the world over, I might add.<\/p>\n\n
Start with Respect<\/h2>\n
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<\/p>\nMarketing to Employees Yields Better Customer Experiences<\/h2>\n
Trust Your Employees with Key Messaging<\/h2>\n
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