Please accept all cookies to ensure proper website functionality. Set my cookie preferences

I know, I know....2009 stunk. Sales were lagging. Customer loyalty flagged and you're tired. You cut expenses down to the bone last year but you're hoping that 2010 will be different. So you are actually thinking marketing.
Great first step.

But my guess is, you're going to aim your marketing spend in the wrong direction. Don't point your initial tactics at prospects or customers. Your first target is closer to home.
Do you want to talk to an audience that has a vested interest in your company and is motivated to see that you're successful?
Look no further than your own employees.
It is one of the most powerful and most overlooked marketing truths out there. Employees that feel appreciated will do the same for your clients. Think of it this way. For every dollar you spend on an employee, you get double your money. You make that employee feel special and appreciated and you fire them up to take even better care of your customers.
Marketing to your employees is a blend of gratitude and creating an insider's mentality. Let them be part of the dream...and thank them for sharing it with you.
Here are some ideas to get you going:

  • Let them in on the secrets: Share the vision. Share the numbers. Paint a picture of where you want to take the company and how they can help you get the team there.

  • Let it be about them: The CEO of 1-800-GOT-JUNK asks his employees for 101 life goals. When someone exceeds his expectations and he wants to reward them, he looks for ways to help them get closer to one of those life goals.

  • Don't forget their families: When one of your team has been putting in a lot of extra hours and effort, or been on the road for a while, why not send a thank you note or gift to their family?

  • Let them be your customers: The best way they can advocate for your products/services is to use them. If you're an accountant–do their taxes for free. If you sell phones, be sure they always have the latest and greatest.

  • Make them your walking, talking billboards: T-shirts, ball caps, letterman jackets, cool messenger bags – whatever it takes. Make them awesome and plentiful so they'll want to wear them out and often.

  • Keep the conversation going: This isn't a one-time marketing tactic. This needs to be part of your culture. Just like external takes time, consistency and a commitment.
    Are you thinking it's crazy to spend your marketing efforts on an internal audience? When you hear stories about Apple, Starbucks or Zappos–aren't you really hearing stories about their employees who went out of their way to create a remarkable customer experience?
    Do you really think that was just a lucky accident?

  • Continue reading "Marketing Starts At Home" ... Read the full article

    Subscribe's free!

    MarketingProfs provides thousands of marketing resources, entirely free!

    Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

    Already a member? Sign in now.

    Sign in with your preferred account, below.


    image of Drew McLellan

    Drew McLellan is the CEO of Agency Management Institute, a company serving 250+ agencies to help the owners build profitable agencies that evolve and scale.

    LinkedIn: Drew McLellan

    Twitter: @DrewMcLellan

    Content Resources

    You may like these other MarketingProfs resources related to Content.

    10 Content Marketing Trends to Watch in 2022 [Infographic]

    Directional data, content proliferation, and instantaneous demand are some of the content marketing trends to keep an eye on this year, according to a recent infographic from Search Engine Journal.

    Convert Prospects With the Power of Case Studies

    A case study can be an effective storytelling tool to use in B2B content marketing. Learn why, as well as how to craft one, in this article.

    How to Add Audio Content to Your Marketing Strategy

    Audio of all types, from podcasts to voice search, is a powerful form of content marketing. If you're not doing it yet, here's how to get started.

    Five Ways to Improve Content Quality Signals on Landing Pages

    Quality is a nebulous concept that can be difficult to define. Not for Google: high-quality content for better search rank depends on specific factors that can be optimized. Here's how to do so for five of them.

    Eight Lessons Learned From Giving 100+ Webinars

    Webinars are more prevalent than ever, and that won't change any time soon. To reduce hiccups and improve the experience for attendees, follow these eight tips.

    The World Is Looking for Thought Leaders. Could You Be One of Them?

    Standing for something is good for business these days. But how do you go beyond merely sharing company values to crafting real thought leadership? Start with a POV blog post.