If you want your team to help support and promote your business, they need to know more about it than just some company Facebook and Twitter passwords. Your team needs to understand the brand, know the products and services offered by the company, know who the target customers are and where they are, and of course there’s the budget to consider. A lot more goes into a marketing plan than clever tweets and a blog content calendar.
And, for marketers, if you want your plan to work well for the company, you need to get buy-in from other departments as well. It’s important to keep everyone in the know about your company’s marketing plan.
The executive team
They don’t have time for social media, that’s why the executives hired you, right? Wrong. Well, maybe, but you need them too. Here’s the thing, the executive team is packed with important information and industry knowledge that makes the company stand out. Getting them on board with the marketing plan and on social media is an important step in seeing marketing success.
You know that their involvement in social media means more exposure, shows they stand behind their brand, and keeps them up-to-date on industry news, but that’s because you’re a marketer (or at least, that is the role that has been given to you in this scenario). They might not be so into it. Pick a few of the executives, ones already active in social media and give them some pointers on what you’re looking for and why. Show them how important social media is for your marketing plan, and the difference they can make.
Be as hands on as you need to be showing them how to use the tools, give them some examples of good content to post. Don’t forget about them. Motivate them to continue using social media by checking in with them periodically and offering to answer any questions.
The sales team
The sales team is on the front lines when it comes to dealing with customers. They know the questions and the hesitations, the selling points and what’s better left unsaid. Furthermore, they are subject matter experts when it comes to products and services. Better understanding of the products and customer experience during a sale will make your campaign better.
There can be no disconnect between what the sales team and the marketing team are doing, or you’ll only confuse customers. Your marketing plan shouldn’t surprise them; engage them early in the process. They are the ones who are going to be closing deals brought in by your marketing campaign, so get their input and keep them informed. They’ll be better able to close deals if they understand what brought the customer to them in the first place.
The customer service team
Like the sales team, customer service knows the customers. When customers have issues or questions, they talk to customer service who needs to know how to support the brand and marketing campaign you’ve put together. Not only can they give you insight on what customers want and what hasn’t worked in the past, but they need to get the marketing message right to better serve customers in the future.
Customer service can help you carry out pieces of your marketing plan and respond quickly online to customer concerns or problems. The more you can focus your campaign on the customers, the more effective it will be.
Your marketing plan is not an island, or a silo, even if you’re the only one doing the marketing. Communicating with the rest of the team and getting buy-in from key leadership and sales teams alike will help everyone understand what you’re doing and how they fit into the plan. Besides, you can’t do it alone; you need their help too. It will make for more cohesive marketing and give your brand a boost.