The best advocates you have for your business are already on your payroll. Your employees already have a vested interest in getting the word out about your company. If you succeed, they get to keep their jobs, but if you fail, they may find themselves unemployed.
Your employees know your business like no one else does. They can discuss the ins and outs of your business, and tell others why your product or service is superior to the competition. Enthusiastic employees will spread the word to family, friends, and colleagues about your company, and you do not even have to pay them anything extra to do it. It is part of their normal conversation with people. Back in the early days of the computer industry, IBM ruled the world of technology.
A lot of computer companies were trying to get their legs under them, but IBM was the king. One of the reasons IBM was able to continually withstand the ever increasing competition was that they understood the power their employees had to market the company.
They had a ready-made marketing team made up of engineers, secretaries, accountants, and programmers. By harnessing that power they were able to build a stellar reputation in the computer industry. From the day they were first hired, IBM employees were taught how to be advocates for the company.
They were trained in the company‟s values, and were shown the quality of the products they were helping to build. They bought into IBM‟s corporate culture, and they, in turn, shared what they knew with anyone who would listen.
The technology world heard the message so often, and from so many different people, that they never questioned the fact that IBM was the best. The key to success is your ability to assemble a loyal dedicated workforce. If you can do that, then you have the potential to tap into some of that power as well.
Turn your employees into a marketing team and let them spread the word about how great your company is. If they truly believe it, their enthusiasm will become infectious. People will believe what your employees say, because it is obvious that your employees believe it themselves.