We’ve all heard the term “brand ambassadors”—celebrities and customer enthusiasts, as well as your own employees, who convey their unabashed support about your brand to others. They each play a vital role in promoting your company, products and services. And, in fact, your own employees are the starting point—the life blood of any company or organization.
Communicating your marketing message to all your employees, not just the sales team—so they understand, believe in, and cheer for your brand—is a fundamental, but an oft-overlooked piece of the sales-marketing puzzle. Why? Because:
For all of these reasons and more, your internal messaging to employees must be done with precision and purpose, crystal clarity in the brand promise, and frequent communications of both.
Flipping Outward-Facing Programs Inward
Whether your point-of-customer contact is in a call center, on the retail sales floor, at a wholesale counter, in field service, or in the headquarters support office, every one of your employees needs to be on the same page. They need to know what’s expected of them. And they need to be motivated to deliver the brand promise. But, with employees working across departments and disciplines—many perhaps out of your own scope of primary responsibilities—how can you help easily put into place an enterprise-wide engagement program that benefits all?
Choosing The Right Partner and Platform
There are many software platforms available today that let you easily implement an enterprise-wide engagement strategy. The purpose: to manage programs and processes seamlessly and turn your employees from inward-facing to outward-facing—from focusing on what they do to concentrating on who they do it for.
It may seem overwhelming, but there are specialist organizations that can handle the process for you. More importantly, perhaps, here are a few questions to get you thinking about the link between your internal and external marketing, and about potential missed opportunities within your organization that you may want to explore:
In our next article, “A Quick Peek at the Psychology Behind Employee Engagement,” we’ll explore the core principles behind driving employee engagement. In the meantime, if you’re interested in learning more, contact us to chat about amping up your organization’s success with an employee engagement program of your own.
For over 20 years, Suzy headed the marketing communications department for a leading biotech firm, enjoying the limitless diversity of crafting marketing and sales support programs. During her tenure, worldwide sales more than tripled. Now, principal at Marketing Communication Ink, LLC, her projects have spanned authoring a quick-read, easy-actionable ebook for business women to overcome their fear of public speaking, to helping organizations reach millions of PBS television viewers with informative consumer education stories.