Employees play an important role in small business marketing– even when they aren’t in the marketing department. Customers’ impressions and beliefs about your business are largely built around interactions they have with your employees.
So, it’s important that employees believe in your marketing and support your brand. All too often, I have seen employees undercut a brand. Fortunately, it’s not very difficult or time consuming to help employees “be the brand.”
How to Gain Employee Support for Your Small Business Marketing
- Involve employees in marketing meetings. Employees will believe in your brand if they’ve helped create it. In early stage marketing development, involve employees in some of the brainstorming meetings. They will feel ownership of the end result and take pride in that.
- Ask for marketing ideas from your employees. Because employees are on the front lines with customers, they often have great ideas for improving marketing efforts. They’re just waiting for someone to ask! Consider a physical or online Suggestion Box or quarterly brainstorming sessions. Again, employees will feel ownership of marketing efforts they have helped to create.
- Introduce marketing campaigns to employees before launching them to customers. Employees are understandably frustrated when customers mention a marketing campaign they’ve never heard of. Give employees advance notice of campaigns and opportunity to understand and ask questions.
Employees are busy, with plenty to do. But investing a small amount of time in building your brand with employees will go a long way towards making your marketing more effective and customers more satisfied.