Mid-Market companies should look to their own employees as parts of their marketing and branding plans.
When most company leadership think of the people that work for them, they often focus on the tasks that they were hired for or the customer service they want them to provide. Both of those points are extremely important for any company. They need to ensure that their jobs are done and done well but most importantly that the customers are not only satisfied but happy.
But what if customer satisfaction went beyond the normal, good service? What if the satisfaction that a customer felt turned into feeling connected with someone inside the company? In today’s world of social media, where customers can review, discuss, praise or complain about a business, it is more important than ever that the employees within the companies are able to communicate with the public and help become ambassadors for the brands they work for and with.
It’s expected for a company to promote how wonderful they are or what makes them great, but it’s an entirely different experience when their employees do it in real time for them on their own social platforms. It’s a personal recommendation when they say great things about the place they work. Their friends, family and associates will see and hear it, enticing and inviting those people to become customers by sharing their experience with their personal network.
For regional and mid-market companies, it’s even more important since word of mouth may be a big part of what their businesses depends on. The best thing a company of this size can do is ensure that their employees are happy, respected and appreciated, because people that enjoy going to work and feel their company offers great service, products and value will project their positive feelings to the world.
Promote the use of social media within the company. Tell your employees that you value them and their opinion of the company and that you want them to share their experiences and positive vibes with others. Give them access to specific information you would want them to use. Set up some guidelines to help ensure that your company is being promoted the way you would want and allow. You can remind them that while you encourage their “sharing” that they need to be mindful of any proprietary information that is not for the public.
Employee ambassadors are a wonderful supplement to any regional company’s traditional media plans. These aren’t just your employees, they are people in the cities, towns and neighborhoods that your products, services or stores are located. Let them help spread the word about the latest service your company is providing, or the hottest new product being offered. Allow your amazing employees to share positive messages and project it to the community on your behalf.
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