5 steps to marketing your business from the inside out

April 3, 2017
emagine

When employees identify with a leader’s “why,” they become ambassadors for your cause

Savvy, excellence-seeking leaders who want to differentiate and grow their businesses are well advised to look within themselves and their organizations.

Leadership teams striving to enliven their companies and produce a marked increase in productivity, profitability, and customer spending should focus, first and foremost, on connecting your people to their work, to each other, and to the organization.

lively work environment.jpgWe are in an age where concepts like “mont-blanc for your lifetime of service,” “30 years and the gold watch,” and “lifer” are anachronisms. Sexy startup and career-change opportunities with “awesome” perks beckon.

Deep connection is the secret sauce that fosters loyalty, generates committed, energized team members, and is essential to building a sustainable competitive advantage.

 

Learn more about energizing your team members with our 5 Tips to Increasing Employee Engagement and Retention eBook

Take a free PI Behavioral Assessment.

Understand how you think and work.

Take an assessment
1

 

To establish this connection, all messaging and communications must be consistent and compelling. Compelling communications are clear, repeatable, and above all, authentic. They help you cultivate buy-in across your teams, and ultimately from your customers. I call the process “Marketing your Business from the Inside Out™.”

Leaders who want to create stickiness – especially with millennials – must do three things:

  • Connect your employees to what the organization stands for.
  • Connect each team member to the value they bring to the business.
  • Connect your people to each other.

how to connect with employees.jpgBut how do you develop the glue that compels them to connect and stick around? How do you inspire real passion — not the empty, overused “I’m passionate about…” cliché?

Your people commit to you when they feel the organization matters, and more importantly, when they feel they matter. People not only want to feel connected, but actually want to be connected to something greater than themselves.

It is this connection that enlivens a culture and inspires employees to fend off the array of playground-like perks that can, and do, lure good people away. It is that connection that inspires real passion, the passion that fuels growth. Here’s how you get there:

how to get teams to stick together.jpg

1. Reveal and communicate the leader’s innate WHY

People connect when they believe what you believe. Leaders, discover and share your WHY, your hard-wired, root driver. Express it in clear, repeatable, tweetable language, in bite-sized nuggets of inspiration.

Your WHY becomes the driving force for the company and is foundational to all communications, from vision to tagline.

2. Discover and share the WHY’s of your team members

With team members’ innate drivers revealed, you have the intelligence to place or move them to seats or roles where each will be in his/her zone, will work harder with less effort, and maximize their productivity.

When WHAT they do is aligned with WHY they do it, employees become engaged and develop genuine passion for their work. Per Gallup, companies in the top 25% in terms of engagement realize 22% higher profitability and 21% higher productivity. Imagine what this looks like at companies in the top 5 or 10% of the engagement scale!

Team members bond and collaborate more effectively, increasing productivity: where in the past, employees have misunderstood or been put off by others, they now respect what coworkers bring to the table. Collectively, team members feel attached to each other and their common goals.

getting team members to work together.jpg

3. Connect team members to your WHY and why-based vision

People want to know that they, and the work they do, matters. An authentic, internally-generated vision is far superior to what a consultant or agency can create. Express why you matter beyond the product or services you offer. Indoctrinate your teams in your beliefs and allow them to live out theirs within your business.

4. Identify YOUR ideal customer

Many companies profile their customers based on demographics alone. Imagine how much more powerful it is to market to customers based on how they think and feel!

There are countless examples, but as you mobilize messaging around your WHY, and reap the benefit of 100% authenticity, your best customers will multiply and your “problem customers” will dwindle. (By the way, the same goes for attracting A-list talent)

client success.jpg

5. Message authentically/compellingly to your Ideal job candidates and customers

When current and prospective employees as well as customers and prospects feel you “get” them and will provide what they want, they buy in.

Give all your people repeatable, compelling language that enables them to “sell” your organization, with language that connects your ideal audiences to you. When your customers believe in your brand, they spend an average of 20% more with you (Gallup).

understanding your brand message.jpg

To net this out, when employees and team members identify with a leader’s individual and organizational WHY, they become ambassadors for your cause. Clear, concise, WHY-based communications converts “9-5’ers” to aligned team members who – at every customer touch point – can articulate and advocate for what the organization stands for and inspire others to Buy In & Buy, Sign On & Stay™.

When organizations express WHY they do WHAT they do, what they believe, people sign on. They buy into the organization. They become raving, referring fans. In a time when authenticity counts, your WHY is foundational to growing a thriving business. Watch your metrics soar!

happy employees are productive employees-1.jpg

The opinions expressed in this article are the author’s own and do not necessarily reflect the views of The Predictive Index

Comments

  1. I’ve been browsing online more than 4 hours today, yet I never found any interesting article like yours.
    It is pretty worth enough for me. In my view, if all
    website owners and bloggers made good content
    as you did, the web will be a lot more useful than ever before.|
    I could not resist commenting. Very well written!|
    I will right away snatch your rss feed as I can not find your e-mail subscription link or e-newsletter service.
    Do you’ve any? Kindly let me know in order that I could subscribe.
    Thanks.|
    It’s appropriate time to make some plans for the future and it’s time to be happy.

    I have read this post and if I could I wish to suggest you few interesting things or tips.
    Perhaps you can write next articles referring to this article.
    I want to read more things about it!|
    It is perfect time to make some plans for the
    future and it’s time to be happy. I have learn this post and if I
    may I desire to suggest you some interesting things or suggestions.
    Perhaps you can write subsequent articles referring to
    this article. I want to learn more issues approximately it!|
    I have been browsing on-line greater than 3 hours today, yet I never discovered any interesting article like yours.
    It is pretty worth sufficient for me. In my view, if all web owners and bloggers made excellent content as you
    did, the net will probably be much more helpful than ever
    before.|
    Ahaa, its nice dialogue regarding this paragraph at this place at this webpage, I have read all that, so
    at this time me also commenting at this place.|
    I am sure this paragraph has touched all the internet viewers,
    its really really nice piece of writing on building up
    new weblog.|
    Wow, this piece of writing is good, my younger sister is analyzing these things, so I am going
    to convey her.|
    bookmarked!!, I really like your site!|
    Way cool! Some very valid points! I appreciate you penning this write-up plus the rest of the
    site is extremely good.|
    Hi, I do think this is an excellent site. I stumbledupon it 😉
    I will return once again since i have saved as a favorite it.
    Money and freedom is the greatest way to change, may you be rich and continue to guide others.|
    Woah! I’m really digging the template/theme of this blog. It’s simple, yet effective.

    A lot of times it’s very hard to get that “perfect balance” between user friendliness and appearance.
    I must say that you’ve done a amazing job with this. Also, the blog loads very quick
    for me on Safari. Exceptional Blog!|
    These are in fact impressive ideas in regarding blogging. You have
    touched some pleasant things here. Any way keep up wrinting.|
    Everyone loves what you guys are up too. This sort of clever work and reporting!
    Keep up the wonderful works guys I’ve added you guys to my personal blogroll.|
    Howdy! Someone in my Myspace group shared this website with us so I came to take a look.
    I’m definitely loving the information. I’m book-marking and will be tweeting this to
    my followers! Excellent blog and great style and design.|
    I really like what you guys are usually up too. Such clever work and exposure!
    Keep up the superb works guys I’ve included you guys to our blogroll.|
    Hello would you mind sharing which blog platform you’re working with?
    I’m going to start my own blog in the near future but I’m having
    a hard time selecting between BlogEngine/Wordpress/B2evolution and Drupal.
    The reason I ask is because your design and style seems different then most blogs and I’m looking for something unique.
    P.S Apologies for being off-topic but I had to ask!|
    Hey would you mind letting me know which web host you’re utilizing?
    I’ve loaded your blog in 3 different web browsers and I must say this blog loads a lot faster then most.
    Can you suggest a good internet hosting provider at a fair price?
    Cheers, I appreciate it!|
    Everyone loves it when individuals get together and share opinions.
    Great blog, stick with it!|
    Thank you for the auspicious writeup. It in fact was a amusement account it.
    Look advanced to more added agreeable from you! However, how can we communicate?|
    Hello just wanted to give you a quick heads up. The text in your content seem to be running off the screen in Safari.
    I’m not sure if this is a format issue or something to do with web browser compatibility but I figured
    I’d post to let you know. The design look great though!
    Hope you get the issue fixed soon. Thanks|
    This is a topic which is close to my heart…

    Many thanks! Exactly where are your contact details though?|
    It’s very effortless to find out any topic on web as compared to textbooks, as I found this paragraph
    at this website.|
    Does your blog have a contact page? I’m having trouble locating
    it but, I’d like to send you an email. I’ve got some creative ideas for
    your blog you might be interested in hearing. Either way, great blog and I look forward to seeing it expand over time.|
    Hey there! I’ve been reading your site for a while now and
    finally got the bravery to go ahead and give you a shout out from Porter
    Texas! Just wanted to tell you keep up the excellent work!|
    Greetings from Carolina! I’m bored to tears at work so I decided to check out your blog on my iphone during lunch break.
    I really like the information you present here
    and can’t wait to take a look when I get home. I’m
    surprised at how fast your blog loaded on my cell phone ..

    I’m not even using WIFI, just 3G .. Anyhow, awesome site!|
    Its like you learn my mind! You seem to know so
    much approximately this, such as you wrote the book in it or something.
    I feel that you just could do with some percent to pressure the message home a bit, however other than that, this is magnificent blog.
    An excellent read. I’ll certainly be back.|
    I visited several blogs but the audio quality for audio songs current at this website is really
    marvelous.|
    Hello, i read your blog occasionally and i own a similar
    one and i was just curious if you get a lot of spam feedback?

    If so how do you prevent it, any plugin or anything you can suggest?
    I get so much lately it’s driving me crazy so any help is very much appreciated.|
    Greetings! Very helpful advice in this particular article! It’s the little changes that make the biggest changes.
    Thanks for sharing!|
    I absolutely love your website.. Very nice colors & theme.
    Did you make this website yourself? Please reply back as I’m looking to create my own personal blog and want to learn where
    you got this from or what the theme is called. Thanks!|
    Hello there! This post couldn’t be written much better! Going through this article reminds me of my previous
    roommate! He constantly kept talking about this.
    I will send this post to him. Pretty sure he’s going to have a good read.
    Many thanks for sharing!|
    Amazing! This blog looks just like my old one!
    It’s on a entirely different subject but it has pretty much the same layout and design. Excellent choice of colors!|
    There’s definately a lot to learn about this topic. I really like all of the points you’ve made.|
    You made some really good points there. I looked on the net for additional information about
    the issue and found most people will go along
    with your views on this website.|
    Hi there, I log on to your blog daily. Your writing
    style is awesome, keep doing what you’re doing!|
    I simply could not leave your site prior to suggesting
    that I really enjoyed the usual information an individual supply for your guests?
    Is gonna be again steadily in order to check up on new posts|
    I want to to thank you for this very good read!!
    I absolutely enjoyed every bit of it. I’ve got you
    book marked to check out new stuff you post…|
    What’s up, just wanted to say, I liked this post.
    It was funny. Keep on posting!|
    Hello, I enjoy reading through your post. I like to write a little comment
    to support you.|
    I always spent my half an hour to read this web site’s articles daily along with a mug of coffee.|
    I constantly emailed this website post page to all my associates,
    for the reason that if like to read it afterward
    my links will too.|
    My programmer is trying to persuade me to move to .net from PHP.
    I have always disliked the idea because of the expenses. But he’s tryiong none
    the less. I’ve been using Movable-type on various websites for
    about a year and am nervous about switching to another platform.
    I have heard excellent things about blogengine.net. Is there a
    way I can import all my wordpress content into it? Any kind of help
    would be really appreciated!|
    Hello there! I could have sworn I’ve been to this website before but after going through some of
    the articles I realized it’s new to me. Anyways, I’m certainly delighted I
    discovered it and I’ll be book-marking it and checking back frequently!|
    Wonderful article! This is the kind of information that should
    be shared around the net. Disgrace on the search engines for not
    positioning this submit higher! Come on over and seek advice
    from my web site . Thank you =)|
    Heya i am for the first time here. I found this board and I find It really useful & it helped me
    out much. I hope to give something back and aid others like you helped me.|
    Hello, I do believe your site could possibly be having internet browser compatibility
    problems. Whenever I take a look at your web site in Safari, it looks fine however
    when opening in Internet Explorer, it’s got some overlapping issues.
    I simply wanted to give you a quick heads up! Besides that, fantastic website!|
    Someone essentially assist to make seriously articles I’d state.
    That is the very first time I frequented your web page and so far?
    I amazed with the analysis you made to create this particular publish amazing.
    Fantastic process!|
    Heya i’m for the first time here. I found this board and I find It really useful & it
    helped me out much. I’m hoping to give something back
    and help others like you helped me.|
    Hello there! I simply want to offer you a big thumbs up for
    your great information you have here on this post. I will be coming back to your web site for
    more soon.|
    I every time used to read paragraph in news papers but now as I
    am a user of web therefore from now I am using net for posts, thanks to web.|
    Your method of explaining everything in this paragraph is truly
    fastidious, all be able to easily understand it, Thanks a lot.|
    Hello there, I discovered your site by the use of Google while searching for a related subject,
    your web site came up, it looks good. I’ve bookmarked it in my google bookmarks.

    Hello there, just become alert to your weblog thru Google, and found that it is really
    informative. I am gonna watch out for brussels. I’ll appreciate
    in the event you proceed this in future. Many folks will probably be benefited out of your
    writing. Cheers!|
    I’m curious to find out what blog system you happen to be utilizing?
    I’m having some minor security problems with my latest website and I’d like to find something more safeguarded.

    Do you have any suggestions?|
    I’m extremely impressed with your writing skills as well as
    with the layout on your weblog. Is this a paid theme
    or did you customize it yourself? Either way keep up the nice quality writing,
    it’s rare to see a great blog like this one these
    days.|
    I am extremely impressed with your writing talents as neatly as with the structure
    to your blog. Is that this a paid topic or did you modify it your self?
    Either way stay up the nice high quality writing, it is uncommon to see a nice
    blog like this one nowadays..|
    Hello, Neat post. There is an issue with your website in internet explorer, would test this?

    IE still is the market leader and a good element of other folks will pass over your magnificent writing due
    to this problem.|
    I am not sure where you’re getting your information, but good topic.

    I needs to spend some time learning more or understanding more.
    Thanks for great information I was looking for this information for my mission.|
    Hi, i think that i saw you visited my website thus i came to “return the favor”.I’m trying to find things to improve my website!I suppose its ok to use some of \

Leave a Reply

Your email address will not be published. Required fields are marked *