After reading my previous posts, you’re almost on your way to productively and energetically leveraging your brand’s perception to drive company growth and profitability. Our previous topics of focus covered the specific impact that brand perception can have on the bottom line and the need for clear positioning as the foundation for communicating about your company.
It’s now time to examine effective ways to arm others with that refined market positioning. By understanding your story, employees, customers and other influencers will help you communicate this information to your marketplace. This strategy takes some of the pressure off your sales team. It also makes it easier to proliferate your vision, as well as the value of your product and service offerings.
One of the biggest challenges small to mid-size companies face is promoting their company with limited resources. Not everyone has massive advertising budgets to flood the market, so you need to work smarter to get the most out of your marketing spend. One way to do that is to more effectively leverage your employee base and others who have influence in your industry. It’s much more powerful when others can tell the story for you.
Your employees are your best brand assets since they interact with customers and prospects day-to-day. All your employees need to understand and align to your company positioning, and especially the logic behind it. If you’ve gathered insights and done the work to accurately define what you provide and how it uniquely solves your customers’ problems, then getting your employees to believe should not be difficult.
Here are a few tips for getting employees on board to help reinforce and tell your story to the market:
Your current customers are an obvious group to leverage for telling others about your company. There is no question that word-of-mouth has always been the best form of marketing. According to a Nielsen study, 92% of consumers believe suggestions from people they know and trust than other advertising. And with social media as a megaphone, its much easier and cost effective to share information.
Of course, for this avenue to be effective you need to deliver what you promise and promptly fix what goes wrong. You can’t enlist customers to be advocates without a solid foundation of ongoing, responsive customer service.
Here are a few tips for getting help from your customers to help reinforce and tell your story to the market:
Every industry has influencers that serve as information sources or trusted advisors for potential customers. Building relationships with these influencers and arming them with the right information is critical to help build your brand in your industry.
Now that you understand the importance of rallying others to tell your unique brand story, you’ll find it easier to get your positioning to “stick” with your target customer. Next, I’ll explain what mindset and strategies are essential for achieving this goal.