Every business is created with one specific purpose – to benefit the owners, its clients and to make money. Whether the business deals with providing services, ancillaries or finished products of any value; the main aim is to maximize the reach of the brand and increase its popularity across every possible market. To achieve this, there are several methods of marketing and advertising.
While marketing is gaining new media to cover more ground faster than ever before; the point is to reach the specific target audience in a way that will not only display the message, but get them engaged and build curiosity as well as interest in the brand. With the advent of the internet and the vast global audience that it holds; it makes the solution fairly simple. Smart search engines and social media platforms have made locating specific information from specific parties much faster and much easier. However appealing this may seem to companies, they need to have a credible and dedicated staff member of even a team to handle these platforms and man the frontline.
That applies to every form, especially at point of sale or service outlets. The way the employees interact with potential customers and the masses can make all the difference between gaining a customer and losing one. And this is true in every form of the game. An employee providing service on behalf of a brand, selling or even explaining a product – whether a $1 pen to a $50,000 car has to give his or her best when interacting with a customer or group of customers. This speaks volumes of not just their capabilities, but also about the brand. An employee can be the most powerful brand ambassador by personal word of mouth marketing. So how can a company capitalize on this aspect? Here are three simple ways.
Good Work Atmosphere
The work atmosphere is everything an employee has to deal with on a daily basis at work or at their point of operation. This includes the workplace, the immediate supervisor or manager, the transparency of work policies and functioning at employee level and, overall, maintaining a pleasing environment where the employee can focus on the job at hand and give their all to accomplishing any targets.
An employee, above everything else, should be happy and feel proud to be a part of the company, whatever their role in the system. This will make them involuntarily recommend and give preference to the brand they work for or sell themselves. In many cases, an employee can also be a customer and a means of bringing in more customers through personal word of mouth marketing backed by the trust they display in the brand.
Training and development of the employee is crucial and this is of utmost importance if the company has an established code of conduct and operation. Business ethics are valued at every stage and an employee has to be trained to identify the strong points of the brand and use them while interacting with the customer to highlight why the company is different from the rest and in what respect their product or service is superior.
Furthermore, if the employee understands the company’s core values and sees the benefit in implementing certain policies in his or her daily life; the brand will have touched their life in a positive way. This change will reflect in their personality and in turn, how other people view them and the brand or company they work for.
Not all promotional material needs to be linked to advertising in newspaper or on television; employees are a perfect means of making the presence of your brand felt where it matters – online. Having an online presence is a huge benefit and if the employees are well-versed with the brand philosophy and are happy with the product or service themselves, they will end up actively promoting it through their social networking activities. The more the activity on the brand’s Facebook, Twitter or LinkedIn page, the more the buzz and popularity grows.
Another good way to go about involving the employee is to give them branded merchandise or apparel. A pen, casual t-shirt or a hat bearing the company or brand logo can go a long way in developing brand awareness; even playing the role of a conversation starter on many occasions.
A business can develop a hugely positive outlook by actively promoting a brand and making their employees just as involved in the process. This way, the employees feel valued by the business knowing they are a brand ambassador, and that goes a long way when it comes to personal word of mouth marketing.
Maria Elena Duron, CEO (chief engagement officer), buzz2bucks | a word of mouth marketing firm, is skilled at making networks “work” and harnessing powerful online and offline buzz, she facilitates online visibility services and word of mouth coaching and workshops – taking companies and professionals from buzz-worthy to bucks-worthy.