In our last post, we discussed the importance of Executive Leadership involvement and engagement in promoting your brand and company through various social media channels, and how CEO’s and CFO’s are the most important and visible “brand evangelists” organization. We pointed out that it takes 6 to 8 touches before a customer becomes a viable lead. This week we will focus on how to create those touches.
Honest Assessment
How many times have you heard or told your staff; “don’t bring me problems, bring me solutions?” A recent Harvard Business Review article points out that this is not the most effective strategy, but in the spirit of offering solutions, here are just a few. What are simple ways to create interest in your company? Here are some suggestions:
• LinkedIn or Instagram posts introducing new hires and employee promotions.
• Sharing information about capital investments, facility expansion or remodeling and new equipment
• Updates about staff training and development or Employee recognition programs (Employee of the Month or Year)
• Candid photos from Employee Appreciation activities, company picnics or holiday events
• Job Fairs, Open Positions, and College Graduate Recruitment activities
• Promote your community involvement, sponsorship's or philanthropy
• Engineering software upgrades and how it will benefit the customer
• LEAN initiatives, Kaizen events, and Waste Reduction programs
• Membership, Involvement, and Attendance at Industry or Trade Associations meetings
Are you creating a buzz, notoriety or drawing attention to your organization? Why should customers pay you any interest if you are doing nothing to generate that interest? On a daily, weekly or monthly basis there are note worthy things happening in your organization that your customers and prospects are interested to hear. The best thing about this type of content is it is “free”. You are already doing these things to keep your business humming. All it requires to promote these things is proactive communication.
Create Interest and Excitement
Dry, boring or even “salesy” content will get scrolled over or ignored. Your customers want to know that you are growing, evolving, expanding and forward-looking. They want to partner with someone that making progress and continuously improving. 94% of consumers have discontinued communications with a company because of irrelevant promotions or messages. Are you giving back to your community and employees? How are you investing in the next generation or aiding in the technical development of the young American worker? Are you sponsoring a local youth organization or STEM program? Have you considered hosting a plant tour for a college or high school group? These community interest programs are inexpensive, but invaluable in creating customer goodwill.
Leveraging the Activities
The great thing about implementing these types of marketing solutions is that you can use them across all your social media platforms. This can be accomplished with Press Releases, Quarterly Newsletters in an eBook format, the news-feed on your website, social media updates leveraging Facebook, Twitter, LinkedIn, and Instagram. If your organization doesn’t have the expertise or resources to support this type of activity, contact ATG and we can manage this marketing promotion on your behalf. ATG can work with you to review your current social media strategy and help you develop content that you can leverage to accelerate tangible growth.
“If the leader of the organization cannot clearly articulate WHY the organization exists in terms beyond its products or services, then how does he expect the employees to know WHY to come to work?” ~ Simon Sinek
“To inspire your staff to do good work for you, find a way to express the organization's impact on the lives of the customers, clients, students, patients – whomever you try to serve. Make them feel it.” ~ Harvard Business Review
