Add another layer to your #Business literacy. We at Serebral360° would love to know if the Forbes – Entrepreneurs article was helpful, leave a comment, like and share. Let’s dive in and discuss the information and put it to use to grow your business. #BusinessStrategy #ContentMarketing #WebDevelopment #BrandStrategy
Info@serebral360.com 762.333.1807 www.serebral360.com
Grap a copy of our NEW Business Stratgety Books #FFSS VOL1 and #FFSS VOL2
The customer experience. For more and more companies, this has become the new corporate mantra. Creating remarkable and delightful customer experiences, whether with a new product, when shopping online or in retail, or during business-to-business (B2B) interactions, the customer experience is what delivers on, or reinforces, what marketing promises.
The one thing every different customer experience has in common is employees. Whether they are building the product or providing the service, employees define the customer experience. So what defines the employee experience?
We’re all familiar with how critical obtaining buy-in is for various projects and initiatives. Getting executive buy-in is critical to obtaining approvals and funding. CEOs must work hard to earn buy-in from their board — it’s step one of cooperation.
Sure, you can get employee participation simply by requesting or requiring employees to do something, but savvy executives are seeking the return on investment of employee engagement, which is essentially cooperation plus enthusiasm. And enthusiasm is a different animal.
Enthusiasm significantly increases the quality of any endeavor. People will make their greatest contributions to those activities they are most enthusiastic — some say passionate — about. One thing is certain; you cannot obtain someone’s enthusiasm simply by asking for it. It’s an emotion, a feeling. It needs to be encouraged, nurtured, earned and appreciated.
It’s difficult to imagine anyone becoming enthusiastic about something they know little or nothing about. People tend to fear or be apprehensive about the unknown. And particularly in large enterprises, there are so many unknowns.
The key to earning enthusiasm, then, is communication — which brings us back to the concept of internal marketing. The most effective marketing makes an emotional connection with the audience.
Simply telling people what they need to know regarding a company initiative, policy change, new product release, merger or acquisition or other event isn’t enough. Yes, you should communicate all these as a baseline, but to achieve buy-in, to earn enthusiasm and engagement, requires a strategy of active, recurring internal marketing communications campaigns.
Internal marketing, like classic marketing and advertising, is about promoting ideas repetitively and consistently over time. It’s about expressing those ideas in ways that spark the emotions of the audience. It’s about communicating with the enthusiasm to encourage staff to become enthusiastic themselves. As we have all likely experienced, the best, most productive transactions are conducted between two very enthusiastic parties.
It’s impossible for an employee in a large enterprise to know everything the company is doing, but it’s important to keep employees well informed. While executives drive the business strategy and provide the public face of the organization, employees are the face customers most often see. Those employees, in order to address customer inquiries, need to hear about your new products, acquisitions or issues first, before they find out about it on the news or in your latest advertising.
• News and Personal Stories. When employees are the last to know about company news, it’s a safe bet that your people will feel discouraged and left out. The people who make up your company are just that, people. They have lives. Those lives are filled with events, many of which are to be celebrated. Birthdays, weddings, children, graduations, new homes, etc. Improve the relationship with every employee by treating each one as a member of the family. Celebrate good news.
• Strategic Initiatives. Some announcements have to be left to the last minute, but keeping employees and particularly managers apprised of new strategies, objectives and directions and inviting open, honest feedback will keep them connected and accelerate buy-in to new initiatives. Executives, department heads and managers should have a platform to share the good and the bad, establishing routine manager and staff communications programs and Q&A.
• Into the Future. Buy-in often requires envisioning the destination. Enable your business units to internally market their own work regarding new products and services, the status of research and development efforts and new buildings and locations. Whether you align to standard formats or allow teams to be more creative, they publish and employees opt-in to follow.
Because communications take time, both to create and to receive, you may want to add internally focused staff to your corporate communications team. The good news is there is little to no media budget required for internal marketing. You likely already have all the core communication tools you need, from email to intranet pages to social channels and video. You may benefit from adding targeting, analytics and production services and, because not every announcement needs to go to every employee, some good content management and distribution processes and guidelines. A strong internal marketing effort will involve creatives and good writers who are skilled at distilling big ideas into compelling, memorable sound bites. And, like any good marketing program, communicators must monitor reach, frequency, attention and engagement and strive to report measurable results.
To Boldly Go
“Attention all crew. This is the Captain speaking …” Captain Kirk knew what he was doing. He realized his next decisions would affect every soul aboard and understood that to get their buy-in and cooperation he must keep them informed in advance of what was coming.
External marketing and sales campaign budgets are generally safe and certain, perhaps not so much in results but in spend. For those organizations willing to buy into funding internal marketing campaigns and communications staff, the rewards promise to be engaging.
December 27, 2018 at 07:10AM
Forbes – Entrepreneurs