Think for a minute about your best customers. Not only do they represent returning business, but the best customers refer you to their family, friends and business partners. They rate your business highly on Google and interact with you in social networks. Essentially they are marketers for your business, helping promote you and maximizing your marketing efforts. Everyone can use more customers like these.
But your best customers are hard to come by, and even the best companies occasionally have customers that aren’t happy. What if I could tell you there is a surefire way to increase your number of people that are assisting your marketing efforts, much like your ideal clients?
Look around you, all of your employees are resources that you can use to maximize your marketing efforts. We at Duct Tape Marketing believe in many simple principles, one of which is that marketing is everyone’s job. Whether you are in finance or HR, you’re representing and marketing your company. It doesn’t even take a conscious effort; just a positive viewpoint on where you work goes a long way.
That is why you should engage your employees and co-workers in your marketing efforts. Your employees should be your best customers and your biggest fans. Here are some easily implemented ways you can engage your employees and turn them into your brand marketers.
Promote a Positive Work Environment
This seems like a no-brainer, but can be difficult to achieve. You want your employees to love working for you, so they can’t wait to tell their friends and family about what you do and what makes your company special. Create a positive work environment by offering great perks or promoting after-work activities. If you’re a product-based company, offer free or discounted products to your employees and their family and friends. Even something as simple as branded T-Shirts or coffee mugs for your employees can turn into conversations outside of the workplace.
Show Your Employees What It Is Like To Be your Customer
At Duct Tape Marketing, we ask companies to examine their customer journey; the path every customer takes from the moment they discover your product through the sale and post-sale support. Visually, this should look like an hourglass; customers get to know, like and trust your company before buying, and then eventually repeating and referring you.
I suggest you walk each and every one of your employees through this process, treating them exactly as you would any other customer. That way, your employees will not only know what makes your customer journey special, but also how to describe it to anyone who asks. You can even do this during the new employee on-boarding process.
Businesses are always looking for ways to keep their employees from wasting time on social media, but are always looking for more social sharing of their business posts. Why not ask your employees to follow and share your social media posts? Not only is this a great way to expand your audience in general, it hones in on your employees’ friends and family who are likely to have a positive existing view of your company.
Have Everyone Blog
Blogs are a great way to draw in good leads, but sometimes it can be tough to create enough content to keep your blog up-to-date. Try asking your employees to assist you in writing posts, or even set up a monthly or weekly employee post program. Regular blog posts from your employees can help give your blog a different viewpoint and voice while strengthening your readers’ connection to your company. In addition, ask your employees to share their posts with their friends and family in person or on social media.
These are just some simple thoughts I had to turn your employees into marketers. I know many of these reasons are why I love working at Duct Tape Marketing. Have you had any employee marketing efforts that have been effective? Let me know in the comments below!
Alex Boyer is a Community Manager and Content Ninja for Duct Tape Marketing. You can connect with him on Twitter @AlexBoyerKC