Hiding in Plain Sight
Small business owners; there is an incredible marketing asset you have right now. They mean oh so much more than a digital ad. They’re so much more important than your website. They’re a group of people that you may never have thought of as an integral part of your small business marketing… until now.
The people who work for you represent you, your brand, and your business in its entirety. Who you hire, how they’re treated, what they do, how they interact with customers… all of that is a part of your long game marketing.
Who does the majority of the interaction with your customers? Your employees! The impression that your customers have of your business is based on their experiences with your brand. The most impactful experience your customers have with your brand is with the people who work for your company. When customers have a positive experience with an employee—in real life, via phone, email, or social media—the experience sticks. People remember that good feeling, which helps drive customer loyalty. And potential employee recruitment efforts.
Think about who you’d rather hire: someone who is talented at what they do, but lacks interpersonal skills, and has a bad attitude. Or, someone who is equally talented in what they do, but has a desire to grow, a positive outlook, and a team mentality.
Of course, you’d rather hire the latter. Why? Because they'll represent your company well. Not only in their ability to do the job well but in the way they interact with people, internally and externally.
Employees as marketing assets are a natural expression of an employee that has been lead well by you, the small business owner. If your employees enjoy their job, feel valued and appreciated, and are passionate about their work and your industry, chances are they are representing your small business’ brand in the way you’d like them to be.
Sidenote: This overflows past business hours. Keep in mind that most people have their own personal brand on their social media platforms (whether this is intentional or not, they have a brand). What they’re posting to social media obviously cannot be censored by you, their employer, but if they’re posting photos or updates from your small business, that contributes to your brand.
Ensuring that everyone on your team feels valued is irreplaceable. If everyone is well aware of your business’ goals and feels the freedom to come forward with ideas contribute to healthy team culture, you’re on the right track. If not, it may be time to evaluate two things: your leadership skills (are you leading in a way that values employees and treats them well?) and your employees (are there people on your team who aren’t the right fit? Or can you coach them in a way that will help them reach their potential).
Small businesses that understand the power of their employees as marketing assets are a step ahead. By empowering employees to be representatives of their brand, small businesses deliver a more trusted, authentic brand message.
Want to learn how we can help customize your small business’ brand?