News
 Your
Employees Expect Marketing Leadership
By Bob Martel
All eyes are on you, checking out every move you
make and your profit margin goals are at risk!
Perhaps mostly on a subconscious level, your
employees are watching you – and the marketing
decisions you implement (or not) for your company.
Without revealing closely guarded marketing
‘secrets’ to the rank and file there is a degree of
comfort you must instill in order to keep your best
employees happy. They expect you to lead the
marketing charge – so now may be the perfect time to
‘open the kimono’ as they say, and take a closer
look at things.
Employee confidence is like cash in the bank because
happy employees cannot hide their excitement and
enthusiasm as they interact with customers (and each
other). The inverse is true as well. Lack of
confidence in the company’s overall health and
direction translates all too often into unhappy
employees who chase your best customers and
prospects out the door.
Aside from the art and science of marketing, the
internal marketing mechanics cannot be overlooked.
Consider these seven strategies to build employee
loyalty and confidence in your company’s marketing
strategy.
1. Communicate with all employees who are directly
involved with a specific marketing campaign so there
are no surprises.
2. Properly train those involved for maximum success
and return on your marketing investment.
3. Share the big picture in your meetings.
4. Everyone ought to know the company’s marketing
strengths.
5. Involve the company in the process and listen to
their marketing ideas.
6. Demonstrate that you have a clear grasp of
marketing fundamentals and practice same!
7. Share results!
Whether you are a business manager or a business
owner, CEO, or entrepreneur you have an awesome
responsibility to implement a winning marketing
strategy. It sounds painfully obvious, yet we all
know that ‘marketing’ gets little more than lip
service in too many organizations, as if it’s a
necessary evil that must be tolerated.
Put aside your attitudes, opinions, and whatever you
think you know about the subject of marketing and
consider this. Your employees, your stockholders,
your vendors, and even your competitors (and their
families) depend on you to be a savvy marketer. By
making smart marketing decisions you create that
intangible feeling that puts your employees at ease
about their own future.
An ongoing commitment to customer acquisition and
retention strategies shows that you are running a
healthy business. Smart marketing attracts not only
customers to your company, but also a strong
workforce that will carry you over the finish line
as your company exceeds its revenue and profit
goals.
---Source: Bob
Martel is a marketing consultant, author and direct
response copywriter. He can be reached at
(508)481-8383 or bobmartel@jmbmarketing.com.
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