Real marketing success comes when all departments in a company speak the same language, share the same phrasing, and promote the same message to prospects and clients alike.
But that only happens when company executives are on the same page in endorsing and continuously reinforcing company messaging.
If your website says one thing, but your employees are saying others, your message will get muddy. And if you aren’t focused on the details, your prospects and clients will likely get frustrated and move on.
Bottom line, there’s simply too much competition for companies to neglect internal communications anymore.
Employees depend on company leaders to stay inspired, focused, and motivated.
They look to their leaders for critical directions on how to communicate with clients and what messaging to convey.
And they rely on internal marketing to promote cohesion between departments. Otherwise, silos can form within departments as different managers promote different perspectives on company news, strengths, and weaknesses.
In many companies, management assumes that to their employees, no news is good news and they therefore don’t see a pressing need to keep employees abreast of strategies, updates, and activities.
But employees that are left in the dark don’t just plod along in their jobs, assuming the best.
They assume the worst.
To them no news is bad news. And the lack of internal communications can create a void in leadership that they try to make up for through internal gossip and playing out worst case scenarios in their heads.
Company-wide buy-in to a unified message and strategy is critical to operational success.
Without executive leadership and endorsement of the message as well as company-wide participation in disseminating that message, a company’s marketing efforts will be relegated to the website and social media posts.
When that happens, would-be clients get a barrage of creative interpretations on what your company does, depending on who they interact with and how each employee interprets the message.
We wrestled with a lack of cohesive messaging in the upper echelons at Invata and as a result our prospects got many interpretations on what we were offering them.
I’m sure the subsequent muddy messaging played a role in some key lost opportunities.
Walter High has built a career from his proclivity for using marketing creativity as a tool for business growth. He is a multi-disciplined marketing expert with deep experience in conceptualizing and executing successful strategic branding, product marketing, and demand-gen/capture initiatives in B2B and B2C arenas. Contact Walter here.