Digital Marketing: Nourishing Staff to Boost Word-of-Mouth Advertising
Zappos is yet another company, in addition to Google, which has been consistently ranked as one of the best places to work in the world. Dan Pontefract, of Forbes magazine, described the cultural experience of visiting the organization as infectiously happy and socially engaging. This is an important feature of viral word-of-mouth marketing, which a digital marketing agency in Washington, DC could train your organization to implement.
He explained that “I visited Zappos’ headquarters earlier this year, partaking in a walkabout at their new downtown Las Vegas facilities. As you enter the building you’re inundated with “hellos.” Everywhere you look, people are smiling, and when your eyes intersect theirs, it’s the friendliest smile you’ve ever received. In one corner, someone is playing a ukulele. In another, people mingle about in a conference room that is literally blinking with fun, coolness and family-like values.” Do you believe that an impression such as this could benefit your conventional marketing strategies in Washington, DC? The answer is: Yes, it can.
Traditional HR Practices & Word-of-Mouth Advertising
Traditional HR practices do not immediately and repeatedly reinforce good behavior, so they do not supplement the digital marketing strategies that your company has implemented. Rather, they only provide rewards 1x per year! Therefore, good behavior does not grow rapidly. Question: Do you only provide financial incentives to employees from the management level-down 1x per year? Is your HR and management responsible for evaluating staff performance and behavior once every 12-months and providing bonuses only annually? If so, a digital marketing agency in DC could assist you with implementing more effective strategies designed to stimulate strong word-of-mouth advertising from your staff.
Positive Reinforcement & Word-of-Mouth Advertising
Zappos has implemented an employer-sponsored, but employee operated social-reward system, which allows each employee to voluntarily provide a $50 gift to another staff member 1x per month for their contributions. This provides staff with the ability to freely provide incentives for good behavior across any level of the organization - A great first step for a strong word-of-mouth advertising campaign that runs 24/7!
Positive-reinforcement for good behavior at Zappos has become a systematic intervention that requires less supervisory monitoring and more immediate positive reinforcement. Each instance of positive reinforcement provides an opportunity for employees to go home, celebrate their company's policies, and share this information about their company with their family and friends - This is natural branding!
This democratized reward system provides the organization with the opportunity to repeatedly enhance it's culture and it's word-of-mouth marketing strategies without the need to constant management intervention, and learning may occur more rapidly as a consequence of immediate positive reinforcement. Digital marketing agencies in Washington, DC may assist you with implementing similar strategies at your organization.
World Class Customer Service = Marketing Strategy
This infectious employee reward system has re-inforced the psychological health and wellbeing of the staff, which has enabled the company to provide some of the best customer service in the world. According to Barry Glassman, a Forbes contributor, the company invested heavily in cultivating it's small customer base at the very beginning of the company's founding.
Zappos has continued to do so throughout it's continued growth over time. Rather than investing in expensive marketing campaigns, the organization focused upon creating an exceptional customer experience, which created a strong base of loyal customers and raving fans – Advocates for their products. Given that customer advocates create a much stronger organic sales and growth network than conventional marketing, this has resulted in strong growth and an exceptional brand.
Take a look at digital marketing agencies in the Washington, DC area in order to implement similar strategies.