We hear a lot about “brand engagement,’ but the truth is, customers do not engage directly with your brand. Customers experience your brand through the conversations they have with your employees, the content you share online and the visual creative you produce to communicate your corporate story.
Your employees, however, are the most powerful resources for bringing your corporate story to life and creating lasting change
in the customer experience. In fact, employees drive 70 percent of a customer’s perception of your brand.
The more you engage your employees, the more they will engage your customers. (Watch: Are Your Employees All In?)
Internal marketing campaigns, which include formal messaging training and education, are one way you can make this happen and are just as vital to the growth of your company as external marketing campaigns.
Internal marketing that educates, engages and inspires employees to not only know the corporate story, but to also play an essential role in the story, accomplishes the following:
- Aligns organizational behavior with the experience you want to create for your customers.
- Provides employees with the knowledge they need to bring your story to life.
- Weaves your corporate message into the fabric of your organization.
So view your internal marketing campaigns like dandelions that blossom and spread seeds of change throughout the customer experience. These seeds will reap significant rewards for years to come.