This post is sponsored by Visa Small Business, but the opinions are all mine, and any comments are all yours.
Last month I told a story about how our company About page, with its photos of our staff as little kids, helped attract the right type of clients while dissuading some poor-fit people from hiring us.
I kind of wish I had saved that story, because it fit so well with this topic.
By channeling your company culture, best described as the “soul” of your company, into your marketing, you tend to attract the right type of prospect to you.
Everything your company does externally—in front of customers, prospects, and the general public—is marketing.
Everything you do internally—from company outings to the questions you ask during the hiring process—is your company culture.
Not to get all zen on you, but when we as human beings have our internal beliefs and external behaviors in sync, our life becomes easier. But when they’re not in harmony, we struggle to keep our stories straight, and others see us as insincere and untrustworthy.
The same is true with our business. When we act differently internally—towards our employees and co-workers—than what we preach externally, we come off as disingenuous.
Your company culture and your marketing need to be in sync. The question is, how do you accomplish this? Read the rest of this entry »