An organization’s marketing tactics only go as far as the employees take them. Too often, marketing campaigns fail not because they were poorly designed, but because the employees who act as the ground troops don’t carry the message across. As best-selling author Tom Egelhoff wrote in Small Town Marketing, “Your business will never be as important to your employees as it is to you.” But you can still get your staff engaged and willing to support all marketing tactics. That’s a good thing – it’s the only way to make sure those campaigns will flourish.
“Employee support is the only way to make sure marketing campaigns flourish.”
1. Let them know you value their input
If employees don’t think they have any say in the company’s actions – or at the very least, in management’s decisions – they aren’t going to be as invested in the success of the business. On the other hand, regularly keeping employees in the loop through meetings, polls, email feedback and other channels will encourage them to see marketing campaigns through to success, according to 9 Inch Research. Take their opinions into account and they’ll respond by taking the campaigns more seriously.
2. Challenge them to take ownership
You’d be surprised – many people are able to rise to the occasion, if it were only asked of them. Marketing coordinators can delegate certain responsibilities to qualified employees and challenge them to lead on a special assignment. This action accomplishes two things: One, it show the organization values the employee in question, and two, it helps distribute responsibility evenly to streamline efforts.
3. Motivate with incentives
Get employees to buy in by getting them to buy, literally. Depending on the nature of the organization and the marketing campaign, employees may find it easier to support the end-goal if there is some incentive to do so. Offer promotions, create contests, and recognize and reward the right behaviors and attitudes. According to 9 Inch Marketing, employees who use discounts and promotions to purchase goods from the company not only support the campaign, the improve the bottom line and get a better feel for the products they’re selling.
At the very least, every employee should know exactly when a promotion is going to begin and the precise terms of the campaign. It reflects poorly on a company when the customers know more about a sale than the staff. Part of that comes down to following the aforementioned points, but it’s ultimately on the managers, marketers and other leaders to educate all employees on the marketing efforts. It isn’t enough to send out a companywide email touting the brand new ad campaign – employees don’t always read every last detail of those messages. Instead, hold meetings, engage the workforce, offer those incentives and provide the necessary details all at once.
Employee involvement is crucial to the success of any marketing campaign – usually, it’s the employees who bring the message to consumers. But by following these four steps, marketing professionals can get the internal support necessary to see a campaign through to success.