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Marketing is every employee’s job (They just don’t always know it)
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30-second summary:
- Marketing isn’t solely the job of the marketing team, all employees play a role in brand-building and awareness
- It’s the responsibility of the marketing team, though, to empower other team members to support marketing’s efforts
- Employees: when in doubt, check your company website, amplify any and all of the content you see there
“Hi, I have a customer interested in X and I want to share our POV on that. Can you tell me where I might find something?”
I get a message like this directly or see something similar posted in a chat channel, at least once a week. Hold on a moment for the deceptively simple answer.
“I saw you posted on LinkedIn yesterday about X and would love to have you talk to one of our prospects about the topic.”
Again, I get these on a regular basis, and there is a two-part answer I usually provide. Back to that shortly.
“Wow, that upcoming webinar looks interesting, is there information I can provide to some customers about it?”
Trust me, I am not picking on anyone here, as I know that every employee in our company – like most businesses – is incredibly busy. But, there is a theme running through these and similar comments that marketers see far too often. It’s a theme that cuts to the very heart of modern marketing in a digital world. That theme, rooted in the revolution that has given voice to individual customers around the globe and placed them on (near) equal footing with brands, is that marketing is no longer the proprietary domain of marketers. Marketing, at least through social channels and earned media, is now part of every employee’s job. The problem is, they either haven’t been told or haven’t been listening (or perhaps a little of both).
Three simple rules
Teaching employees how to do marketing doesn’t necessarily mean you have to actually teach them anything about marketing. Like learning to ride a bicycle, it is often easier to do it than to understand balance, momentum, and the actual amount of damage hitting your skull on the pavement may cause. Rather, some simple rules allow a win/win situation to emerge for the marketing team and the company as a whole. Less work, better results!
Rule one: Put it on the website. Find it on the website
The first question above usually means that an employee hasn’t embraced the company website as the first place to look for all customer-facing information. It may also mean that the marketing team hasn’t yet been able to get everything onto the website (I know it is harder than it seems). Either way, the general direction must be that employees think like customers and look at the business from the outside in, usually starting with the website. If there is a public POV on a hot topic, such as in a blog post, webinar, or idea paper, it should be readily available on the website and the URL (direct or a search string) should be easy for employees to pass on.
Rule two: Everyone can amplify
It’s terrific when I get asked to talk to customers about something I posted on LinkedIn or Twitter, or in any public forum. That is one of the favorite parts of my job as CMO! The missed opportunity, however, is – when the employee that asks me to do so never shares that post with their own network. I understand that some people are reluctant to do so, and some companies even have restrictive (and archaic) rules about employees sharing on social media. But in general, every employee of contemporary businesses has some social presence. This can be used as an opportunity to amplify the voice of the company. The most galling thing of all is when I see those same employees sharing content from other sources and not from their own company. Plug in and turn it up to 11!
Rule three: Stop custom crafting
You schedule an important webinar. It goes up on the website in the events calendar. The marketing team drops a perfectly crafted email to customers and prospects. It gets posted on LinkedIn and Twitter. Momentum is building as people register. Then someone asks for a custom email about the webinar for their special audience. You know, “can marketing make it look pretty so I can send it to these important prospects?” No. This is where employees need to realize that custom crafting content that already exists in multiple easily accessible forms is not marketing’s job and shouldn’t be anyone’s job. Instead, employees need to take the existing announcements, find the one that makes the most sense, and share that. It can be as easy as sharing a LinkedIn post or sending a quick personal email with the registration URL. Unlike your coffee at Starbucks, there are not infinite ways that marketing will craft content.
There you have it, three simple rules to help empower every employee to do a bit of good marketing and to help marketing teams leverage them effectively. If you are not seeing engagement in your employee base, ask yourself the hard questions about why and then make sure you are giving everyone the tools necessary. Hopefully, these rules will free up a little time for the marketing team to head over to Starbucks and get that grande, extra-hot, oat milk, two pumps chocolate, one pump caramel, extra shot latte they deserve.
Norman Guadagno is Chief Marketing Officer at Acoustic, the largest independent marketing cloud, and a member of the ClickZ Advisory Board.
The post Marketing is every employee’s job (They just don’t always know it) appeared first on ClickZ.
Reblogged 2 days ago from www.clickz.com6 Books That Changed My Life
Discover my top six favorite books that changed my life. 📚Sign up for our free sales training on how to sell anything to anyone: https://www.saleslegacy.com/
🔔 SUBSCRIBE to Patrick Dang NOW: https://www.youtube.com/channel/UCLOzkJ9W9fntCGyYfUwMPew?sub_confirmation=1
Top Trending Playlist:
1) Sales Prospecting & Lead Generation – https://www.youtube.com/watch?v=1hpqcvTvUTI&list=PLYZWx0YhMskOSn6dw-aWD_5xaPgqElraw
2) Business Development Playlist – https://www.youtube.com/playlist?list=PLYZWx0YhMskO-9MmyoczuH01xHM2jKVmg
3) Sales Tips To Close More Deals – https://www.youtube.com/watch?v=BRWkKPURdYM&list=PLYZWx0YhMskNqFNY3BqAljaQychv5MGqE
00:00 6 Books That Changed My Life
00:55 Trust Me I’m Lying
03:42 Tanning Of America
08:37 4 Hour Work Week by Time Ferriss
11:49 Steal Like An Artist
13:18 The Art of Learning
15:00 The Obstacle Is The Way
In this video, I’ll share the top books that made a positive impact on my life. These books include:
Trust Me I’m Lying: Confessions of a Media Manipulator by Ryan Holiday
The Tanning of America: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy by Steve Stoute and Mim Eichler Rivas
The 4-Hour Workweek: Escape 9-5, Live Anywhere, and Join the New Rich by Tim Ferriss
Steal Like An Artist By Austin Kleon
The Art of Learning Josh Waitzkin
The Obstacle Is The Way By Ryan Holiday
#bookstoread #bookrecommendations #lifechangingbooks
Patrick Dang is an international sales trainer who started his career at Oracle in Silicon Valley and quickly became one of the top performers in North America in just one year.
After gaining experience in both the enterprise and startup world, Patrick began sharing his knowledge of modern sales students worldwide.
Since then, Patrick has trained over 70,000 students across 150 countries on topics on how to start a career in sales, business development, lead generation, cold email, LinkedIn, cold calling, and sales skills.
Patrick’s vision is to inspire others to pursue their dreams and provide the knowledge and tools to make those dreams a reality.
🔔 SUBSCRIBE to Patrick’s YouTube Channel – https://www.youtube.com/channel/UCLOzkJ9W9fntCGyYfUwMPew?sub_confirmation=1
Connect With Patrick Dang
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LinkedIn: https://www.linkedin.com/in/patrickdangofficial/
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