Most companies understand the importance of developing communication strategies to reach their customers, potential clients and other stakeholders. However, they often forget about communicating with one very critical audience – their own employees.
Employees are the front door to any company. They interact with your customers on a daily basis and serve as front-line ambassadors. That’s why it’s crucial to ensure that your employees are up to speed on the company’s mission, values and service philosophies.
When creating external communication strategies, don’t forget to also address the internal components. Here are six tips for creating effective employee ambassadors for your company:
Orientation training: Create a new hire orientation class to teach employees about the history, culture, and goals of the organization.
Newsletter: Send out a regular employee e-newsletter with the latest company information and news. Consider including an employee spotlight profile or best practice in each issue.
All employee briefings: Gather all staff at least once a quarter for a company town hall meeting. Have important key leaders give presentations and allow time for employees to ask questions.
Intranet: Develop a company Intranet to post documents, share information and foster two-way communication.
Social media: Involve employees in your social media strategies. They might be members of forums or groups where they could advocate for the company.
Leadership messages: Distribute ongoing messages to employees from key company leaders addressing upcoming initiatives and successes. These could be e-mails, voice mails, webcasts or printed materials.
Communicating regularly will help employees feel more engaged with the organization, improve their morale and ensure they are speaking accurately about the company to your stakeholders. The next time you develop communication strategies, don’t forget to include your employees!
Authored by: Linda Leatherbury
Tuesday, July 13, 2010
Sunday, June 13, 2010
Is Print Collateral Dead?
In an increasingly online-driven marketing world, will print collateral disappear? With more companies using digital mediums including websites, Facebook, blogs, online ads and emails to spread messages, is there still a need for the traditional company brochure? This is a topic I have given much thought to recently and have come to the definite conclusion: print collateral is here to stay and let me tell you why.
Branded print collateral is an essential component of your company’s overall marketing mix. It compliments your online efforts and serves as a tangible way to leave behind your messages. Printed pieces such as brochures, direct mail or product sheets are still a memorable method of educating clients and prospects about your company’s services and benefits.
Although digital marketing can reach masses of people quickly, print collateral is essential for your one-on-one interactions and as a leave-behind at conferences or sales meetings.
And, finally consider the emotional and personal value of print material. For example, while I may still read some news, magazines and books online, there is nothing more emotionally satisfying than reading a good hardback book, the print version of the Sunday paper, or receiving one of my favorite design magazines in the mail. And, on my birthday, a hand-written print birthday card feels more personal than an email or eCard.
So, while fancy, media-rich marketing efforts are on the rise, don’t forget the tried and true print collateral!
Authored by: Linda Leatherbury
Branded print collateral is an essential component of your company’s overall marketing mix. It compliments your online efforts and serves as a tangible way to leave behind your messages. Printed pieces such as brochures, direct mail or product sheets are still a memorable method of educating clients and prospects about your company’s services and benefits.
Although digital marketing can reach masses of people quickly, print collateral is essential for your one-on-one interactions and as a leave-behind at conferences or sales meetings.
And, finally consider the emotional and personal value of print material. For example, while I may still read some news, magazines and books online, there is nothing more emotionally satisfying than reading a good hardback book, the print version of the Sunday paper, or receiving one of my favorite design magazines in the mail. And, on my birthday, a hand-written print birthday card feels more personal than an email or eCard.
So, while fancy, media-rich marketing efforts are on the rise, don’t forget the tried and true print collateral!
Authored by: Linda Leatherbury
Tuesday, May 11, 2010
Service as a mantra gives a leading edge
In the age of social media, I’ve been thinking a lot about service.
The old-fashioned, customer-oriented kind you used to get.
I’m not shopping any more at some retail stores I used to like, or eating in some restaurants where the food is still excellent. I’ve also switched my account with a long-time utility provider. What drove me away? Surly, snappish, indifferent and uncaring service.
Did it matter that I came into their store? Not really. Did anybody care if I found what I needed? Not a chance. Could I even find somebody to ask? Usually not. Why did I have to call month after month to correct recurring mistakes on my bill? Nobody seemed to know – must be the computer’s fault.
I can’t help but wonder if the stores’ owners or higher management know how customers -- the lifeblood of any business -- are treated by the people they’ve chosen to employ. Social media has fast emerged as today’s marketing tool of choice for many companies, but it can never replace responsive, customer-oriented service provided by knowledgeable front-line people who care.
Two Leatherbury Group clients know this well. That’s because they make it their business to care deeply about the service their companies provide. They emphasize this to their people from day one. Exceptional, responsive service is a mantra for David Gray, president of Financial Aid Services (FAS), a management consulting firm that helps colleges and universities optimize their financial aid operations, (www.financialaidservices.org) and Bryan Maggi, president of THINQ, an IT management and digital marketing firm that helps clients profit from their technology. (www.thinq.net)
Over the years, I’ve admired David and Bryan for their integrity as business owners and for their remarkable service standards. So do their clients who I’ve interviewed for testimonial quotes about their companies.
“I have no idea how we would have gotten through recruitment and packaging season without FAS,” one of David’s clients told me. “I have a debt of gratitude for their responsiveness, how well they understand my needs and for giving me a new friend from the experience.”
The CEO of one of Bryan’s client companies recounted an experience he had with a THINQ team member. Pulling into the parking lot at his usual 6:45 a.m., the client was surprised to see Jason, his THINQ representative, waiting in his car by the door. “Your service was down – I wanted to be here before you got in,” Jason told the CEO.
This emphasis on remarkable service starts at the top for FAS and THINQ. David and Bryan choose employees who have an ingrained service ethic. They make sure it’s understood that everybody in the company is there to serve clients and help them achieve success. They make sure their company is known as a partner – not a vendor.
Remarkable service. It’s not the norm today, but it’s a worthy goal for everybody’s business in the age of social media.
Authored by: Linda Leatherbury
The old-fashioned, customer-oriented kind you used to get.
I’m not shopping any more at some retail stores I used to like, or eating in some restaurants where the food is still excellent. I’ve also switched my account with a long-time utility provider. What drove me away? Surly, snappish, indifferent and uncaring service.
Did it matter that I came into their store? Not really. Did anybody care if I found what I needed? Not a chance. Could I even find somebody to ask? Usually not. Why did I have to call month after month to correct recurring mistakes on my bill? Nobody seemed to know – must be the computer’s fault.
I can’t help but wonder if the stores’ owners or higher management know how customers -- the lifeblood of any business -- are treated by the people they’ve chosen to employ. Social media has fast emerged as today’s marketing tool of choice for many companies, but it can never replace responsive, customer-oriented service provided by knowledgeable front-line people who care.
Two Leatherbury Group clients know this well. That’s because they make it their business to care deeply about the service their companies provide. They emphasize this to their people from day one. Exceptional, responsive service is a mantra for David Gray, president of Financial Aid Services (FAS), a management consulting firm that helps colleges and universities optimize their financial aid operations, (www.financialaidservices.org) and Bryan Maggi, president of THINQ, an IT management and digital marketing firm that helps clients profit from their technology. (www.thinq.net)
Over the years, I’ve admired David and Bryan for their integrity as business owners and for their remarkable service standards. So do their clients who I’ve interviewed for testimonial quotes about their companies.
“I have no idea how we would have gotten through recruitment and packaging season without FAS,” one of David’s clients told me. “I have a debt of gratitude for their responsiveness, how well they understand my needs and for giving me a new friend from the experience.”
The CEO of one of Bryan’s client companies recounted an experience he had with a THINQ team member. Pulling into the parking lot at his usual 6:45 a.m., the client was surprised to see Jason, his THINQ representative, waiting in his car by the door. “Your service was down – I wanted to be here before you got in,” Jason told the CEO.
This emphasis on remarkable service starts at the top for FAS and THINQ. David and Bryan choose employees who have an ingrained service ethic. They make sure it’s understood that everybody in the company is there to serve clients and help them achieve success. They make sure their company is known as a partner – not a vendor.
Remarkable service. It’s not the norm today, but it’s a worthy goal for everybody’s business in the age of social media.
Authored by: Linda Leatherbury
Monday, April 12, 2010
Benefits of Creating a Business Facebook Page
With more than 400 million active users from around the world on Facebook, there is tremendous potential to build your brand and add potential clients through social media.
Many savvy business owners are finding out that Facebook isn’t just a fad for teenagers -- it’s helping build profitable business relationships. A recent Network Solutions/University of Maryland study of 500 small business owners found that 70 percent were satisfied with their social media efforts and 61 percent said it helped identify and attract new customers.
Developing a Facebook business fan page is one element of a social media strategy for small businesses. Benefits include:
Branding: A fan page is an added element in your branding process. The media, prospects, and potential employees can search for information about your company before even talking to you.
Conversations: You can use your page to generate an interactive dialogue with clients and prospects. Readers can ask questions, make comments, post their own content and ultimately engage in a two-way discussion with your company.
Website traffic: You can link to your corporate website site and blog throughout your fan page to increase traffic.
Information: Your page is an excellent vehicle for distributing news, photos, information about events and special promotions. And, readers won’t feel spammed by you, since they can pull and read your updates at their own pace instead of being inundated with e-mail blasts.
Analytics: You can gather demographics about your fans through your page’s Insights area. You can view data on who your fans are, their gender, age range, and what they are doing the most on your page.
And, consider this. If you don’t already have a Facebook business fan page – you are already missing out, since your competition likely already has one.
For more information, or to get started on creating your company’s Facebook fan page, contact The Leatherbury Group.
Authored by: Linda Leatherbury
Many savvy business owners are finding out that Facebook isn’t just a fad for teenagers -- it’s helping build profitable business relationships. A recent Network Solutions/University of Maryland study of 500 small business owners found that 70 percent were satisfied with their social media efforts and 61 percent said it helped identify and attract new customers.
Developing a Facebook business fan page is one element of a social media strategy for small businesses. Benefits include:
Branding: A fan page is an added element in your branding process. The media, prospects, and potential employees can search for information about your company before even talking to you.
Conversations: You can use your page to generate an interactive dialogue with clients and prospects. Readers can ask questions, make comments, post their own content and ultimately engage in a two-way discussion with your company.
Website traffic: You can link to your corporate website site and blog throughout your fan page to increase traffic.
Information: Your page is an excellent vehicle for distributing news, photos, information about events and special promotions. And, readers won’t feel spammed by you, since they can pull and read your updates at their own pace instead of being inundated with e-mail blasts.
Analytics: You can gather demographics about your fans through your page’s Insights area. You can view data on who your fans are, their gender, age range, and what they are doing the most on your page.
And, consider this. If you don’t already have a Facebook business fan page – you are already missing out, since your competition likely already has one.
For more information, or to get started on creating your company’s Facebook fan page, contact The Leatherbury Group.
Authored by: Linda Leatherbury
Sunday, March 7, 2010
Nine Steps for Building a Successful Website
Today, “sales” is not just about cold calls and shaking hands. Most often, your website is your company’s most successful sales tool. Consider these nine ways to make your site more effective.
1. Customize content for your target audience
It’s important to know your target market and give them what they’re looking for. On the home page, explain who you are, what you do for them, and how visitors can contact you.
2. Make the site user friendly
Keep the navigation simple and intuitive. People will leave a website quickly if the navigation is confusing.
3. Employ quality graphics
Use quality graphics to make your website is professional and appealing. This is often the first contact that prospects will have with your company. Make sure your site portrays a quality image that will produce the best results for your company.
4. Keep them coming back
Content on your site should be understandable and concise. Keep it fresh to give visitors a reason to come back.
5. Promote your company
Include a “What’s New” section to share company news and list upcoming events such as workshops or participation in conferences. Consider offering testimonials and case studies from satisfied customers.
6. Integrate social media
Increase your organization's exposure and reach new customers by including links to your Facebook fan page, LinkedIn page and Twitter.
7. Provide a call to action
Look for ways to collect visitors’ contact information to generate sales leads. For example, ask them sign up for an e-newsletter, register for a company-sponsored webinar or fill out a quick form to receive more information.
8. Increase traffic
Generate more traffic to your site through Search Engine Optimization – the process of making your website rank higher in the search results of major search engines and directories. Two of the most effective methods to enhance your search engine position are to increase the number of quality links to your website and include substantial content.
9. Market your site
Include a link to your site on all your marketing materials, business cards, social media sites, press releases and your e-mail signature.
For specific strategies to increase your website’s effectiveness, contact The Leatherbury Group, www.leatherburygroup.com
Authored by: Linda Leathebury
1. Customize content for your target audience
It’s important to know your target market and give them what they’re looking for. On the home page, explain who you are, what you do for them, and how visitors can contact you.
2. Make the site user friendly
Keep the navigation simple and intuitive. People will leave a website quickly if the navigation is confusing.
3. Employ quality graphics
Use quality graphics to make your website is professional and appealing. This is often the first contact that prospects will have with your company. Make sure your site portrays a quality image that will produce the best results for your company.
4. Keep them coming back
Content on your site should be understandable and concise. Keep it fresh to give visitors a reason to come back.
5. Promote your company
Include a “What’s New” section to share company news and list upcoming events such as workshops or participation in conferences. Consider offering testimonials and case studies from satisfied customers.
6. Integrate social media
Increase your organization's exposure and reach new customers by including links to your Facebook fan page, LinkedIn page and Twitter.
7. Provide a call to action
Look for ways to collect visitors’ contact information to generate sales leads. For example, ask them sign up for an e-newsletter, register for a company-sponsored webinar or fill out a quick form to receive more information.
8. Increase traffic
Generate more traffic to your site through Search Engine Optimization – the process of making your website rank higher in the search results of major search engines and directories. Two of the most effective methods to enhance your search engine position are to increase the number of quality links to your website and include substantial content.
9. Market your site
Include a link to your site on all your marketing materials, business cards, social media sites, press releases and your e-mail signature.
For specific strategies to increase your website’s effectiveness, contact The Leatherbury Group, www.leatherburygroup.com
Authored by: Linda Leathebury
Friday, February 5, 2010
Key Messaging Essential in Attracting New Clients
Imagine yourself in an elevator with a prospective client who asks what your company does. Would you know what to say? Would your answer reflect the same messages conveyed on your web site, marketing materials and social networking sites? Would all the company’s employees answer the same way you did?
If you answered “no” to any of these questions, then likely your company does not have an established set of key messages. These messages -- preferably no more than three -- serve as the foundation for all communication about a business. They give your clients and prospects a clear understanding of who your company is, what it does and why it’s better than the competition. Key messages often spell the difference between success and failure in your ability to attract clients, grow and prosper.
New mediums such as Facebook, Twitter and LinkedIn make it even more important to ensure that your company has a platform of key messages that are consistently presented throughout all written, online, and spoken communication.
The Leatherbury Group has the proven ability to help you develop compelling key messaging that offers competitive advantage. Don’t lose another new client because you couldn’t differentiate your company and clearly define its benefits.
Authored by: Linda Leatherbury
If you answered “no” to any of these questions, then likely your company does not have an established set of key messages. These messages -- preferably no more than three -- serve as the foundation for all communication about a business. They give your clients and prospects a clear understanding of who your company is, what it does and why it’s better than the competition. Key messages often spell the difference between success and failure in your ability to attract clients, grow and prosper.
New mediums such as Facebook, Twitter and LinkedIn make it even more important to ensure that your company has a platform of key messages that are consistently presented throughout all written, online, and spoken communication.
The Leatherbury Group has the proven ability to help you develop compelling key messaging that offers competitive advantage. Don’t lose another new client because you couldn’t differentiate your company and clearly define its benefits.
Authored by: Linda Leatherbury
Wednesday, January 6, 2010
Philanthropy: 2010 New Year’s Resolutions for Your Business
While we all resolve to do things like exercise more, eat healthier, and organize our closets in the new year, now is also the time to think about business resolutions.
This year, consider philanthropy as a business resolution for 2010. Not only does philanthropy work help communities, but it also provides a public relations opportunity for your company.
When choosing a business charitable venture, look for a cause that your employees will feel passionate about. And, consider hands-on ways to involve your employees. One way you can do this is by donating actual services your company provides. For example, an accounting firm could donate tax return help to parents at a local Boys and Girls Club.
There are many ways to publicize your business philanthropy work. You can write and distribute a press release to local papers and community newsletters. Also, you can add information about your charitable projects to your company web site, Facebook page, or Twitter account.
Personal stories of the people your company helps can also be pitched to local papers. When volunteering, be sure to personally engage with the people you are helping and take photos as appropriate.
True philanthropy work is more than just writing a check to an organization. It is an opportunity to personally give back to your local community and make a difference.
We hope in 2010 your business will find a philanthropic cause that provides both personal and professional fulfillment. Happy New Year!
Authored by: Linda Leatherbury
This year, consider philanthropy as a business resolution for 2010. Not only does philanthropy work help communities, but it also provides a public relations opportunity for your company.
When choosing a business charitable venture, look for a cause that your employees will feel passionate about. And, consider hands-on ways to involve your employees. One way you can do this is by donating actual services your company provides. For example, an accounting firm could donate tax return help to parents at a local Boys and Girls Club.
There are many ways to publicize your business philanthropy work. You can write and distribute a press release to local papers and community newsletters. Also, you can add information about your charitable projects to your company web site, Facebook page, or Twitter account.
Personal stories of the people your company helps can also be pitched to local papers. When volunteering, be sure to personally engage with the people you are helping and take photos as appropriate.
True philanthropy work is more than just writing a check to an organization. It is an opportunity to personally give back to your local community and make a difference.
We hope in 2010 your business will find a philanthropic cause that provides both personal and professional fulfillment. Happy New Year!
Authored by: Linda Leatherbury
Subscribe to:
Posts (Atom)
Posts
