I was inspired to write this blog post after having conversations with different marketers from different businesses. A common challenge for all was bringing the full staff complement along on the ride, so to speak.
Feeling like marketing is always the last thing considered at your organization or that no one outside of marketing seems to understand what you do is incredibly frustrating. The good news? It CAN be overcome. I know because I've done it.
If you are leading the marketing at your organization, you know as well as I do that the journey is filled with continuous learning and teamwork. To market effectively and with impact is about more than just ideas; it's about bringing those ideas to life through cohesive action across all departments of your organization. I've often said, "You can do all the marketing in the world, but it simply cannot do as well as it could without the team behind it."
So, let's look at ten ways to cultivate a thriving marketing culture at your business.
1. Leadership Commitment
A journey of a thousand miles begins with a single step, and in our case, it starts at the top. Leadership needs to support and understand the critical importance of marketing as a driving force for business growth and innovation. Marketing is so much more than task-doers and social media postings.
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2. Company-wide Marketing Mindset
Marketing is not a department; it's a mentality. Instill a belief across your organization that marketing is everyone's business, encouraging integration of marketing across all functions. When employees can see how marketing can help them succeed in their roles, the uptake is tremendous.
Here is another post you might find insightful: Inside-Out: How Internal Alignment Powers Successful Marketing
3. Member/Customer-centric Focus
At the heart of all successful marketing strategies is the member/customer. Stay in tune with what they are sharing and support your member/customer-facing teams with support to help them succeed.
4. Internal Marketing Education
Knowledge is power. Equip your team with an understanding of marketing concepts, trends, and strategies through continuous information sharing, tips, training, and resources. This will help keep marketing efforts front of mind and ensure that everyone is on the same page.
5. Collaborative Input
Great ideas come from everywhere. Another phrase I've frequently said is, "The best marketing comes from between more than one set of ears." Open the floor to employees from various departments in brainstorming sessions, making cross-functional participation the norm, not the exception.
6. Data-driven Culture
In the age of information, analytics and data are your best friends, and so are the brilliant minds that can access this information (I'm looking at you, IT). Use this to foster an environment where data-driven decisions underline marketing strategies, highlighting the tangible value of marketing initiatives.
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7. Incentivize Marketing Contributions
A little recognition goes a long way. Applaud and reward those who step forward with innovative marketing ideas or initiatives that propel the company forward.
8. Internal Branding
Your employees are your first customers!! We often think that marketing only happens to the public. Let's rethink that. Cultivating strong internal marketing ensures that everyone is fluent in the company's brand values, messaging, and promise to members/customers.
9. Marketing in Daily Communications
Make marketing a mainstay in your daily dialogues. Regular updates on marketing campaigns, customer insights, and progress reports during meetings keep the team aligned and focused.
10. Celebrate Marketing Successes
Last but not least, celebrate the wins, no matter how big or small. Sharing successful marketing stories and their impact on the business inspires and solidifies the importance of every marketing effort.
Implementing these ten strategies can help your marketing be recognized as an integral part of your business. A shift doesn’t happen in a week, it takes time. Be resilient, be confident, and continue to encourage, build, and foster the culture of marketing. If you do, you’ll see and FEEL the wins.
Is it time to break down the silos?
Are you ready to make marketing everyone's business in your company?
Thank you for reading! If you enjoyed this article, you can find more like it here. To get my monthly articles hot off the press to your inbox, subscribe to my Marketing Newsletter.
Keep on being amazing,
Lyanne
With a drive to accomplish high-quality results, the marketing work Lyanne has spear-headed in business has been recognized and awarded nationally on several occasions. In addition to this, she proudly holds the Chartered Marketer designation through the Canadian Marketing Association.
After serving 28 years in corporate finance, she emboldened into new territory by striking up a business marketing consulting practice that exists to lighten the load of marketing leaders. Having been a leader in marketing, she appreciates the complexities of the job and the many demands that come with it.
Whether you are interested in learning more about how blue dragonfly can help your business, are interested in joining or learning more about Mastermind groups, would like to chat about a speaking engagement, or just want to meet with Lyanne, this is a great way to get started. Connect today.
Cheers to the beginning of a great relationship.
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