Your company is already tooled to engage your digital workplace

Your company is already tooled to engage your digital workplace

Marketing vs Promoting

What is Marketing?

Marketing is defined by the American Marketing Association as “the activity, institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value to customers, clients, partners, and society at large.” The term developed from the original meaning which referred literally to going to market with goods for sale. From a sales process engineering perspective, marketing is “a set of processes that are interconnected and interdependent with other functions of a business aimed at achieving customer interest and satisfaction.”

Excerpt: Wikipedia

Marketing focuses on the power of persuasion. Marketing works to prove the value of a product or service to entice a customer to buy. To get a snapshot of all the potential marketing tactics for persuasion, check out this articles by culturebranding.com. Marketing communicates a brand promise to produce individual customer’s alignment to the brand promise. When customers convert to a consumer, it creates brand affinity with the consumer. In digital marketing, the consumer is empowered to share their positive experiences with the companies brand experiences. Through the sharing of their brand experience across their network, the consumer becomes an influencer of further customer conversions. The brand will grow through this process, and profits will increase.

What is Promoting?
pro·mote (prə-mōt′)
tr.v. pro·mot·ed, pro·mot·ing, pro·motes

  1. To raise to a more important or responsible job or rank.
  2. To advance (a student) to the next higher grade.
  3. To contribute to the progress or growth of; further.
  4. To urge the adoption of; advocate: promote a constitutional amendment.
  5. To attempt to sell or popularize by advertising or publicity
  6. To help establish or organize (a new enterprise), as by securing financial backing: promote a business process or unit.

Within a well designed digital workplace, promoting is the act of “Influencing” change. The act of promoting in the context of digital transformation or building a modern workplace works to manage change efficiently. Promoting builds trust creates transparency, inspires advocacy, and empowers your workforce. 

To drive digital transformation, you must influence the creation, distribution, and sharing of knowledge to build a company’s competitive advantage. When you Influence behavioural change, you see improved customer engagement, stronger customer relations, and better products with a higher value. The inspiring of behavioural change will also improve processes that increase productivity. Promoting collaboration empowers employees and groups to excel, advance faster and innovate more often. Successful promoting builds an influential culture. Much like memorable brands are built by strong marketing. Decisive, targeted, purposeful promotions create a healthy culture.

You are already tooled to build your modern workplace if you market to customers.

The following is a less than an exhaustive list of marketing activities your organization or marketing vendor uses to engage your customers.

  • Marketing, UI, and UX are the basis for rich customer experiences.
  • Marketing tactics and strategies are intended to get them there, keep them there, and keep them coming back.
  • Marketing – Persuade and influence vs Promote – Inspire and Influence
  • The brand is the external goal vs the culture is the internal goal
  • Leverage available touchpoints, target employees where they are to provide relevant, timely personalized communications
  • Content that has value to your users is the cornerstone of content marketing. What does content marketing create for external marketing and customer experience?
    • Increase quality awareness of your business
    • Build an engaged audience
      • Their value is in their enthusiasm.
        • Their commenting on your social media posts encourages other people to do so.
        • Their social sharing increases brand awareness, and the chance your business is seen by people like them
        • Their opening of your emails increase your email reputation
    • Get new customers
    • Turn visitors into customers, immediately
    • Retain the customers you already have
  • Target your audience through segmentation to deliver the right message to the right customer group at the right time in the correct location.
  • How you design your information architecture is key to the clarity of your message. Information architecture supports your user’s ability to find 
  • A well-governed marketing team can address the Strategic, Operational, and Tactical activities effectively.
  • Marketing teams employ automation and measurement tools to asses the success and failure of a program or campaign to adjust to market changes and disrupters.

Your company is already tooled to design, build and execute your digital workplace. If your company markets to customers, every strategy, tactic, and most tools for engagement and measurement can be used internally. The narrative and the vernacular may be different, but how you approach the challenge is the same internally as it is externally. Hella creative can help you reduce the noise and create a clear road map for your digital transformation.[/vc_column_text]

Digital workplace communications best practices

Digital workplace communications best practices

Many organizations pay extensive attention to how they communicate with the outside world. It must be as efficient and personal as possible. However, what about internal communication? Isn’t that the same for that? To make a difference as an organization, you have to improve your internal communication first. How do you do that? We help you on your way with these seven tips. Any organization can action these tips without engaging the professional support of a consultant.

The added value of excellent internal communication

What does internal communication do within an organization? 

  • Let people find each other and let the dialogue develop
  • Ensure involvement of employees with each other and the organization
  • Provide clarity about the strategy, mission, goals and values ​​of the organization
  • Let people work together better, faster, more effectively and more efficiently

Although these four elements partly overlap, you can call them all-important for the proper functioning of an organization. Adequately addressed internal communication makes organizations stronger, more efficient and more productive.

How can you improve your internal communication?

Communication professionals are not all satisfied with their roles. How organizations view, internal communication is also not always optimal. A few frequently mentioned areas for improvement from the study:

  • The internal communication department is often too late involved in decisions or projects
  • The internal communications team does not employ skilled digital marketing strategists.
  • There is not enough budget for internal communication
  • Top management does not set an excellent example in the field of internal communication
  • Senior management does not see the connection between employee experience and customer experience

Can you improve your internal dialogue as an organization? We provide the following seven tips that you can start using right away.

Prepare an internal communication plan

What role does your communication team currently play in your organization? In what way do you communicate now? So does that work? Where is improvement possible? You create an internal communication strategy or communication plan based on these questions.

You decide how concise or extensive you make your communication plan. You can improve your internal communication in different ways. Do not forget to ask everyone in your organization for input – if necessary, anonymously. This way, you find out what people are open to, or what their ultimate need is.

Connect teams and departments

Do the different departments or groups within your organization all know what they are doing? Also, do they sometimes work together? By bringing teams – even when they seem to be busy with other things – in contact with each other, you make the exchange of knowledge possible. Organize a joint brainstorm or a question and answer session. Sometimes tips or new insights can come from unexpected sources.

“You improve your internal communication and your organization as a whole if you ensure that departments do not alienate from each other.”

You improve your internal communication and your organization as a whole if you ensure that departments do not alienate from each other. Also, it promotes the bond between colleagues – and that can only benefit communication.

Ensure support and make clear who is responsible

Who is responsible for internal communication at your organization? Is there a separate department for this? Does it fall under the Communication or Marketing team? Alternatively, under HR? Internal communication is one layer below management for the majority of organizations.

Whatever department it takes on: ensure that it is clear to everyone responsible for internal communication. Put several motivated, enthusiastic people on it, which you know are also capable of motivating others. In this way, you create support within your organization, and as many people as possible participate.

An excellent example of a team member’s role responsible for success and support is a community manager. The community manager has the task of inspiring, motivating and addressing everyone within (and often outside) your organization. An essential link in your internal communication.

Use the tools that you have available

A digital workplace, collaboration platform or social intranet is a suitable tool for discussing projects, exchanging ideas and sharing tasks. It makes internal communication a transparent, smooth process. Nobody has to leave their workplace for it.

When choosing a digital platform, always take into account its functionalities, but also user-friendliness. It makes a big difference whether your employees greet it with enthusiasm or reluctantly (or not at all) start using it.

Do you have an intranet or a digital communication platform? Then you have a versatile tool at your disposal. You can go in many directions, especially in the field of internal communication. Analyze what you have and find out how the software can help you improve internal communication. For example, make use of audiovisual content, make data and statistics transparent for everyone, share your company story or spread your message efficiently throughout your organization.

Naturally, you also have options without a modern intranet. A newsletter by e-mail, a staff magazine, a meeting with participants from several teams – it works, but it takes a little more effort. 

Provide and encourage room for feedback

Within organizations with a strict hierarchy, internal communication sometimes runs smoothly. Not so strange, since a message has to take many turns. Also, communication often only goes one way: from top to bottom.

An organization is bursting with knowledge and ideas. Also yours. However, do people also get the space to share this? You can only improve your internal communication if you let it come from both sides. The management team or management must not be the only one who communicates internally.

Give employees the space to use their feedback. Also, above all give them the feeling that they can do this freely. Let people give their opinion about your services or products, your working method, your organization as a whole or other specific issues. It is a shame if you do not use the knowledge and creativity that are present within your organization.

Avoid a flood of communication

With current technologies, it is much easier to spread a message quickly within a (large) organization. That is, of course, positive, but at the same time, there is a danger in it. Be careful not to flood people with information. Other important messages can get buried.

“Don’t flood people with communication. Otherwise, the most important messages can get snowed under.”

Newsletters, short messages, infographics, images, videos – all good, but choose the right moments for it. Too much communication is counterproductive. If you love people for their work because of the amount of information you send them, you know it’s better to turn the knob back a little.

Keep communicating

As an organization, it is essential to stay in conversation with your employees. Continue to involve them in what you do and allow them to think along with you about issues that directly or indirectly relate to their position, your organization or the market in which you operate. Employees will come up with ideas faster if they are regularly asked.

Remember that you do not sell an advertising message or commercial pitch to your team. They quickly get through that. Authenticity is essential, even when it comes to internal communication. Finally, make sure that you communicate as directly as possible, instead of via detours. This way you prevent – just like with a whisper game – your message has utterly different content at the end of the line.