Properly trained employees who enjoy their work are more content and productive and can give you a competitive advantage in the marketplace. Does your HR manager help get products and services in the hands of customers? Again, the answer is yes, so your HR manager also plays a vital marketing role.
Another member of your marketing team is the employee responsible for accounts receivable. Even profitable businesses fail if they don’t have sufficient cash, often a result of underestimating working capital needs or poor credit and collection policies.
If the person working your receivables is effective in doing so, it increases the likelihood your business will have the capital it needs to operate, resulting in the ability to get products and services in the hands of customers.
What about your maintenance crew and their marketing job? If you are able to price more competitively because equipment has been well maintained, downtime minimized and asset life extended, resulting in reduced costs, then your maintenance staff also contributes to the company’s marketing efforts.
Above are just a few examples but, as you can see, a case can be made that everybody’s job involves marketing. That said, my guess is if you asked your staff about their marketing role, chances are many would say it is not their job.
If you agree that in some way, shape or form, every person on the payroll has a marketing role, then communicate with your employees and help them see how they fit in the marketing picture. Building and growing a sustainable business requires a successful marketing plan, and key to your plan’s success is the investment of human capital – your staff.
At the SBDC, we are passionate about marketing, believe a marketing plan is essential to the success of small businesses and that marketing is everybody’s job. If you combine today’s ease of access to information and resources, along with the investment of human capital, it is an exciting time to market your business.
As you work on marketing, don’t forget the SBDC is here to help. It’s our job, too.
Susan Caldwell is the Area Director of the Augusta office of the Georgia SBDC Network. She may be contacted at firstname.lastname@example.org.