Market to my company? That sounds weird. Shouldn't my coworkers default to loving and sharing every single thing we do on the marketing team?
In a perfect world, yes! That would be amazing, not to mention ideal. But in today's society of busyness, overworking, and oversharing, it's hard to get coworkers – yes, your very own beloved coworkers– to share what the marketing department creates...at least on a consistent basis.
And we work so hard to create it! So many hours go into ideation, research, design, collaboration. Encourage your company to take action on it.
Fact: You will get nowhere with threats.
Use encouragement the entire way. This will save you a lot of heartache in the long run. It's very simple to get started. Put yourself in their shoes, and let's go from there.
Understand that they aren't marketers.
This is Step #1. It is so important for you to know that your world and the world your coworkers live in is extremely different, and it varies by person and department.
As marketers, we live, eat, breathe, and dream this stuff. We are creatives who thrive on posting witty messages about everything. Social media has a stronghold on us, and sharing crosses our minds with just about everything we see, read, and do.
That's not the case for everyone. I know people who cringe at the thought of posting on social media.
The truth is each person is different, and understanding those differences is a deal-maker. It helps you get creative with tactics on how to get them involved with what you're creating at work.
Once you understand they aren't marketers...
Talk them into it.
First off, tell them what is going on with your marketing team. What are you creating? Why should they care? They aren't mind readers.
If you don't show as much enthusiasm as I do (which is A LOT) for your content, you need to do a double-take. Passion is key to gaining support. If you don't fully support what you're publishing, why should they?
Here at Field Agent, I try to show utter confidence in every campaign we run, as well as every single thing we create. If I'm the bridge between our content and the rest of the company, they don't need to just hear it. They need to feel it and believe in it.
And believing stems from influence.
I hope my confidence in what our team creates is contagious. It not only encourages sharing, but it reinforces that we are all in this together. When you and your coworkers fall in love with your company and work together to support each other, it brings you closer.
Make it easy for them to share.
Spoon feed them exactly what they need. Don't make them hunt down links or fill out forms to get your downloads. Believe me, they won't do it.
Send out easy to digest company-wide emails – daily or weekly – with a bulleted list of what has been published [complete with hyperlinks] and a sneak peek at what is coming up. Give them a short but sweet idea of how they can talk to their followers for each article or download.
Help them get set up with automated sharing apps – I recommend Buffer. It only takes a few minutes to connect their accounts and just a few more minutes to get started. Explain that there is a learning curve and then help that person learn one thing. Then add something new next week. Long-lasting results stem from consistency.
You have to start somewhere.
Reiterate the importance of sharing every chance you get.
Company-wide emails. Weekly and monthly meetings. One-on-one interactions. Those are all really good things to get involved with.
Send out emails each time you publish, ask your boss if you can present updates at company meetings, and be prepared for those emails/meetings before the time comes.
In my email updates, I like to call out specific praises to team members as much as I can (without overdoing it). It helps others see that actual individuals are responsible for all the hard work that went into creating these things.
Brag on your team, as well as those not directly on your team.
For example, our International Director shared a post via Twitter, and it was featured on the homepage of The Ideation Daily. He didn't submit it nor did he go out of his way to get it featured. The tweet just so happened to have the right hashtag and was viewed by the right person at the right time.
You better believe he got a shout-out from me! Stuff like that deserves recognition.
We revisit the topic of sharing quite a bit at our Monday Morning Meetings and our monthly Fireside Chats. As a result, we have seen a steady increase in shared content within the company.
Keep educating the company on best practices.
Never stop learning. And never stop teaching. Remember, consistency wins, so introduce concepts and habits one step at a time.
It helps for your coworkers to understand you aren't creating content just for fun. That there is actually a method to your marketing madness.
Teach them what that methodology is! Explain that buying patterns have changed. People read and engage with content, and that leads them through specific conversion paths, form submissions, followups, nurturing, and sales.
When your company understands that you are part of the revenue team, they will get behind your efforts. Again, we are all in this together. Help them to understand that.
They won't know if you don't tell them.
Don't give up!
Stay positive. Full-blown support will not happen overnight. This is a steady process like anything else worthwhile.
Make sure you dedicate some time and conscious effort to marketing to your coworkers. Learn what works best for you and your company.
Once our marketing and leadership teams started to encourage others to share, sent out email updates, and educated coworkers on how to easily share content, we saw interaction with our content grow. In just a couple months, our shares tripled for each post. And you can imagine the multiplication effect from there.
Remember, they want to help, but most of them don't know how. Lead the way.