5 Ways to Align Marketing Efforts with Company Culture
In business, reputation is everything. The way consumers perceive your company and its culture is essential to long-term success. And no company –– no matter how big –– is immune to the negative effects of bad publicity. As such, it’s crucial that entrepreneurs learn how to craft marketing strategies that reflect the best aspects of their businesses. One of the best ways to achieve that is by focusing on company culture. Of course, creating a healthy company culture and building dynamic marketing campaigns around it won’t happen overnight. Fortunately, you can get a head start on the process by following these five steps:
Measure Engagement
Any time a business faces a problem, it’s the responsibility of those in charge to identify it and address it as quickly as possible. Naturally, the first step of that process is getting engaged on the ground level and asking for feedback from employees. Very few people will voluntarily come forward to report that you have a culture crisis on your hands. Rather, if you really want to know how your staff members feel, you have to give them the opportunity to speak without fear of repercussion. Anonymous surveys, then, are an effective way to determine the mental state of your company as a whole.
Highlight Values Internally
What does your business stand for? What are its goals, its methods, its ethos? What will the company be like in five years? What is your business doing to make the world a better place? If your own employees can’t answer these questions with authority, then your customers certainly won’t know what your business is all about. Before you can begin to market a positive brand identity focused around company culture, you have to ensure your staff are all on the same page. In many consumers’ eyes, what your business stands for is more important than what you sell. Whether your company manufactures sophisticated lab equipment like Cellstar culture dishes, or replaces broken brake pads, people want to associate with brands they can believe in. If your team members aren’t aware of your mission statement, then budget time out to educate them properly. They’re the ones who sell your company to the wider world, after all.
Focus on Community
Given the ever-increasing power of digital media, entrepreneurs can sometimes forget how important local marketing is to their overall success. Companies that are in tune with their local community and that show their dedication to improving regional issues will win major points with consumers in their own backyard. Don’t underestimate the power of a strong local presence. If you’re able to establish a connection with your hometown or city, you can begin to form a marketing strategy that utilizes positive regional connotations. Think, Pittsburgh Steel, Microsoft in Seattle, or the auto industry’s association with Detroit.
Emphasize Humanity
Whether business owners realize it or not, their employees are their most valuable asset. More so than any tech upgrade or real estate holding, the people who work for your business are essential to its survival. And one of the factors that typically separates the best companies from the rest of the pack is their ability to “humanize” their brand. Yes, this involves telling stories about your employees –– as well as sharing successful collaborations with clients and customers. But it also means dedicating time and effort to improving customer relations on a basic level. Automated chatbots can be a useful tool in regard to customer interaction, but entrepreneurs should deploy them with care. At the end of the day, most consumers still want to speak to a dedicated professional before they make a major purchase. As such, it’s crucial to put your best team members front and center in your marketing strategies.
Partner with a Charity
Ideally, all businesses should exist to offer something meaningful to the world at large (and not just strive to make as much money as possible). Obviously, it’s beneficial for business owners to support charities that matter to them on a personal level. However, it’s also possible to leverage those positive actions within your marketing tactics as well. Don’t hesitate to share your commitment to a good cause; it’s a fabulous way to generate revenue while helping those in need at the same time!
The Bottom Line
We can’t stress this fact enough: if your company culture isn’t strong and positive, your marketing efforts will suffer as a result. Factors like employee morale, belief, and engagement can be difficult to measure if you’re not fully involved in the day-to-day operation of your company. Therefore, business owners need to recognize that all positive changes emanate from the top, and that how you conduct yourself will have an impact on how your team members –– and customers –– think about your company. Don’t expect your culture to improve overnight. Rather, if you’re intent on building a better business, you have to apply yourself constantly. The benefits, however, will be massive if you do.
