Effective B2B Marketing Starts from Within
Whitney Riker, Account Executive
Let’s face it: the building industry is in a rebuild phase. A shift in workforce demographics and the housing market is forcing even the largest corporations to take a second look at their business strategies to adjust. Marketing is a major player in your business strategy, but building product marketers who want to be effective in their marketing strategies need to take a look within. After all, effective marketing starts inside. Build your toolbox to execute a better plan.
Picture a Different Landscape Before You Break Ground
As a Millennial, I can say in true Gen-Y fashion, that I am sick of hearing about us. Nonetheless, my generation is the largest and the building industry will have to adjust.
- In 2014, 28 million people entered the workforce
- Survey says these workers have close to zero interest in LBM
- Millennials have been assured from early age that their opinions matter (good luck ignoring them)
Is your organization prepared for the changing workforce? Start by building an internal communications plan.
- Envision: What do you want internal communications to do for your company?
- Strategize: Where does it stand right now, and what needs improvement?
- Evaluate: How soon would you like to reach your goals and how will you get there?
Use these questions to start building your strategy—simple or complex—so you can adapt to the changing workforce. Have a plan you can realistically stick to so you can track your progress and re-assess your approach.
Now That You Have a Plan, Fill Your Toolbox
A strategy can’t be executed without the right tools. So take a look inside and see what you have in your toolbox for communicating internally. Are they the right tools for your Gen-Y employees? Consider that Millennials value time and communication to be on their terms. Most of their day-to-day conversations take place digitally and that expectation won’t go away at work. There are many technology platforms that make it simple and easy to improve internal communication with this generation. Don’t be overwhelmed—just pick one and stick to it. Consistency is key here:
- Implement company chat software like, Slack, Yammer, or HipChat
- Use cloud tools like Google Drive for documents and spreadsheets
- Choose one platform where email, calendars, documents, processes can be shared
Ask your team for their feedback. How can we work together to make communicating with each other better? Trust me. This goes a very long way. Without these channels, brilliant ideas and helpful criticisms can go dark and that’s the last thing you need.
The Nuts and Bolts of Millennial Communications
Don’t lose sight of the big picture. If all else fails, remember the golden rule: Treat others how you would like to be treated and…
- Make your communications engaging and fun
- Use visuals to make what you’re communicating more entertaining and effective
- Maintain transparency to establish trust
- Avoid communication overload
It’s one thing to open effective communication channels internally and use them; in fact, it’s vital to your organization’s success in the changing environment. It’s another thing entirely, however, to really inspire greatness by leading your team. How you walk in the door everyday, how you speak to your employees, your tone…need I go on? All of this is a form of communication. Internal communications should involve, motivate, and inspire. Take a look at how you are communicating that with what you do, not always what you say.
Building Effective Marketing Starts from Within
So, while we’re all sick of the “Millennial talk”, you can’t avoid the effect they’re having on the workforce, and the building industry is not immune. Take this opportunity to renovate your internal communications so you are better equipped to handle a new kind of workforce. Once you have a plan, build up your toolbox and remember: you can’t just talk the talk—inspire leadership by communicating with your actions, too. Building effective marketing always starts from within. Execute a better plan today.