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Everyone you hire should be considered part of the marketing department
When most people think of marketing, they naturally think of television commercials, newspaper and magazine ads, and maybe a Facebook presence. And, when I looked for a definition of marketing, my quick internet search returned this definition from the American Marketing Association: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
What most people don’t realize is that marketing goes far beyond the websites, packaging, print ads, and trade shows that automatically come to mind when outlining a marketing plan or budget.
Your Employees are an important part of your marketing plan
I’m a consumer of many things: As a wife and mother, I am the one who typically buys the groceries, clothing, home items, etc. that we need to run our home. As a business owner, I’ve been responsible for purchasing everything from office supplies, to office space, to printing, to media. And I can tell you that, for me, decisions often come down to the people I am purchasing from.
Of course, most businesses know (or should know) to hire outgoing salespeople with a professional demeanor. And the industry will dictate the personality of the sales force. A company selling sports memorabilia is going to have a very different sales staff than one selling software. But what about the rest of the employees?
What some businesses seem to forget is that every interaction with a company, whether active or passive, can influence perception - which then influences sales. From the way a box is packed when I receive something I ordered online, to the way a phone call is answered, to the way a problem is addressed and solved, my perception of the company is being shaped. A business owner should work hard to make sure his/her company’s branding is reflected throughout the entire staff - from the receptionist to the accounting clerk, to those in shipping and receiving - at every marketing touch point.
Not to say that everyone you hire needs to have marketing experience - but they should be made aware of their role in marketing your business. Not only can great employees add to your marketing efforts, but employees who feel they are contributing to the perception of the company are likely to be more invested in the overall success of the organization - all positive outcomes.
Jun 20, 2013
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