This video defines a marketing culture: what it means to your business and how it benefits your employees by involving involving and uniting them as your extended marketing team.
- When it comes to defining and understanding why you need a marketing culture, let me share a story that's fictional but all too familiar in business. Imagine John McMillan. He's the CEO of a company called Tech One. Lately he's been asking his team, "Why won't our employees share more about our company "and its products?" He went on to say, "This past year we've launched a couple of new products. "We didn't see our employees sharing the news "on social media. "We're up and coming market leaders.
"We have one of the best portfolios out there." This question, "Why won't our employees share, "or why won't they share more?" is asked by CEOs like John McMillan worldwide. Then, John, like most CEOs, turns to his chief marketing officer, his CMO, Brad Whitman, and says, "We're not sharing enough. "We need to share more." Here's where creating a marketing culture would really help. But what exactly is a marketing culture and why is it important to your organization? After all, if CMO Brad Whitman and his marketing and PR team are sharing, then why would it matter? Is there something else Brad and his team could be doing to address his CEO's question? Yes, Brad needs to be instrumental in building a marketing culture at Tech One.
It's a very crowded media landscape. Having your marketing and PR departments sharing is not enough to break through all the noise and to get and keep your customers' attention. Before we go on any further, let's define a marketing culture. A marketing culture exists in an organization when employees across the entire company are emotionally invested in your brand and excited to share news, projects, causes, and any company information.
When you have a strong marketing culture, believing in the organization and sharing on its behalf extends far beyond your communications department. Large or small, your employee champions extend through every department, division, and business unit. If you're the CMO of your organization, like Brad Whitman at Tech One, then there are plenty of reasons to create a marketing culture. Here's why. A marketing culture builds employee champions who care about your organization.
Their sharing through personal and professional networks, including social media networks, shows that their roles go far beyond just a 9 to 5 job. A marketing culture amplifies the reach of what the company says and does and is far more credible than the company sharing its own news and information with the public. A marketing culture means employees are involved in the marketing of the brand and united on the inside of the organization.
You're sharing important information with them and including them in the building of the company's brand. Lastly, a marketing culture empowers your employees to be brand ambassadors. They're invested in your company and more likely to remain loyal employees over time. Now you're going to create a marketing culture at your company, which will start with your team and extends outward to all areas of your organization. There's a lot of work to be done.
As you move forward, keep in mind why you need to create a marketing culture and stay focused on your goals. You'll be on your way to building an army of not only supportive employees but also brand advocates.
- Define the marketing culture.
- Identify how to shift the culture.
- Explain the tenets of culture change management.
- Define purpose, vision, and goals.
- Train a people-first marketing culture.
- Utilize recognition and rewards.
- Measure marketing culture values.