[Who do you think your company’s most important target audience really is? Prospects? Customers? Close. But your most important audience is typically a group that most companies ignore. It’s your employees.
Your employees are your first line of contact with customers. They possess the ability to either make or break your company. Yet, how many of us actually spend the time to communicate our marketing and messaging strategy to our employees? Whether they are interacting with a new prospect or an existing customer, your employees must understand your company’s message, image and branding strategy.
Here’s a little test to see if your employees understand your company’s marketing strategy.
- In one sentence, explain our company’s mission. What do our customers buy from us? (If they only say the name of your product, you’re in trouble!)
- Who are our main competitors and what makes us different from them?
- What is the most innovative thing this company has done in the past year?
If the answers to these questions are in line with your company’s marketing strategy, then you’re doing a great job. If not, you need to do some work to get your most important audience on board.