February 4, 2019 9:00:00 AM EST

Market Your Culture, Not Just Your Product

You can demonstrate who you are as a company through marketing strategies and the content/assets you produce. Don’t just use marketing to sell, sell, sell, but rather use the opportunity to let customers get to know you. Learn how to market company culture.
If you’re not familiar with the sales funnel, or purchase funnel, it’s a marketing term for the process of potential customers going from interest to purchase. There are various  models. For simplicity, we’re going to focus on three steps: the Awareness stage, the Consideration stage and the Decision stage.

Here’s how  we look at the social media side of marketing via the funnel. For the Awareness stage we focus on social media posts, sharing stories, memes, inspirational messages and more. Whether you use Facebook, LinkedIn, Instagram, Twitter, etc., depends on your company’s style.

The Consideration stage is best worked with through blogs. At this stage, you have an actual interest in what you have to say. The Decision stage is going to want even more information; this is where you’ll want to use e-books, white papers, etc.

So, how do you use these things to show company culture and values to your customers? One thing to remember is to show a consistency. You want your culture and your product to compliment each other. Posts regarding your culture should have a similar look and feel to the posts you create  that are focused on selling.

Social Media – Awareness Stage

You should be making social media posts that showcase some of your internal activities. Does your company have a charity dress-down day, where everyone can make a $5 donation and wear casual clothing? Take a picture of your relaxed crew and add  the amount and charity the money go toward..

Do you offer community service days in lieu of work, or incentives for your employees to volunteer on their days off? Talk about those and post pictures of the work in action. Both of these are good PR for you, and it helps spread the word out about organizations in your community. It shows potential customers what kind of issues your company cares about and how  you are willing to work toward improving them.

It doesn’t always have to be something impressive. Did a bunch of people show up in the same color shirt today? Instagram a photo. Potluck on Friday? Take a picture of the spread, post about all the amazing cooks, show off that you have a fun, comfortable environment  Encourage employees to tag themselves in photos and to share and interact with the posts. That lets your audience know that these are authentic, not staged photos. And it increases the number of people who will see your posts.

Blog – Consideration Stage

While you’re posting about your product and services, as well as trying to sell things with your blog, you want to mix in some stories about culture and marketing your values to your audience. Many of these can be extended details about the posts you made for social media, but you want some original content as well.

Does your company recycle all the cardboard boxes it consumes? Write a blog about how much cardboard you recycle a month, or a year. Where do you send it, do you know how it gets reused? It’s not hard to find these answers; just a couple emails would give you enough info for a blog that showcased your company values.

Write about some local events that you’re involved or interested in. Showcase your involvement in your community. Interview employees! Give a face to the process and the product. Let the employee demonstrate your culture.

Another great blog idea that markets your company values is customer interviews. This is not a review of your business, but a window into theirs, or their lives. Do you provide IT services to a local candle shop? Do a feature blog on that shop, who they are and what they sell. This shows you care about the people who use your products and services, and that you take the time to get to know them.

Ebooks - Decision Stage

These can be utilized to really dive in deep to various aspects of your company culture and your product or service. You’re not going to write a 2,000 word e-book about your company potlucks, but if you work in the health industry, you might write an  ebook about a popular diet or personal health plan.

Occasionally, you want to do these without selling a product. Take a detailed look into something that’s important or valuable to your company and explain it in a way that can help potential customers without  it costing them any money.

If you’re a manufacturer, write about when you changed over your process flow, write about when your company got its Six Sigma Certification. How did you prepare for it, how did it improve your processes? Why does it make you a better company? Use it to sell your culture and values without directly selling your product.

Even though these tactics don’t directly sell your product or service, if done correctly, they should lead to increased sales. Use them as a window into your business, potential customers can look in and get to know you – window shop, if you will, based on who you are, not what you sell.  If you’d like help with incorporating this, connect with us at Aspirant.

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Judy Johnson
Judy Johnson

Judy partners with executives and leadership teams to engage and inspire employees in a way that delivers sustainable strategic results. She brings deep expertise and creative ideas to solve organizational effectiveness issues and closely collaborates in a way that builds internal capabilities. Judy has spent over 25 years consulting in a variety of industries, bringing her expertise in behavior to a wide range of organizational issues including organizational behavior change, leadership, change management, culture and engagement.