How (and Why) Include Your Whole Company in Digital Marketing

Nov 21, 2022

Have you ever been searching for ways to breathe a recent life into your marketing strategy?

Have you ever been desperately attempting to get your marketing technique to deliver higher results?

Here’s what you should do: Get help out of your whole company.

Why involve non-marketing employees into your marketing activities?

Depending on how this marketing collaboration goes to give you the results you want, you’re prone to discover many more ways it benefts your organization. In my experience, it’s at all times these three:

Discover internal talent

With regards to digital marketing, organizations are inclined to search for skills and abilities from outside. This is smart because those recent hires bring their experience, so there’s no training required.

But take into consideration this: Your current employees know your product best. Lots of them have direct experience talking to your clients. Including them into your marketing means working with individuals who can relate to your client best, individuals who care because they love your organization.

If there’s one thing in digital marketing that may win over big budgets, that’s customer centricity. When you want your promotion to work, deal with your customers. And nobody can try this higher than those individuals who genuinely care about your customers.

Motivate your team

Feeling included can do wonders to your employees’ morale. In truth, with the ability to exchange ideas, work on projects and see results will probably motivate your employees like nothing else.

Motivation fosters inspiration and creativity, and people will boost the performance of your digital campaigns, provided you’re going to be open to (often crazy) ideas and experiments.

Get fresh insight: Foster trust and innovation

With regards to recent ideas and experimentation, those are key in our marketing industry because nothing is definitely evolving at such a quick pace as digital marketing does.

Social media platforms come and go, yesterday’s popular web optimization tasks can get your site in trouble today, there are recent tools popping up monthly, and their old trusted tools losing relevance.

Digital marketing landscape fuctuates and unless you retain bringing in recent tactics and technology, your today’s tactics may stop working tomorrow and you should have nothing to exchange them.

Recent ideas are born in collaboration, and that’s how your digital marketing strategy will keep innovating.

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The best way to involve your employees in marketing activities?

With regards to involving more people into any project, there’s at all times one problem to resolve: Time.

Your employees’ time is being paid by you, and once they begin spending that paid time elsewhere, that is a further expense.

On top of that, all individuals are different. A few of them can balance every kind of various tasks and still get every little thing done. Others are at all times behind, so adding more tasks on their plates may get them too overwhelmed.

You don’t want your organization to begin struggling because every worker does nothing by marketing, but you can’t also leave certain people behind and invite those which are higher at prioritizing and getting things done.

There are several effective ways to resolve this puzzle, and it is crucial to get this determined prior to inviting employees into your marketing strategy.

You possibly can try one or a mixture of the next solutions:

  • Position digital marketing as a reward to those employees who complete projects on time. It will encourage other employees to catch up.
  • Provide a merit increase to reward those employees that find time to participate without leaving their priority tasks behind
  • In case your budget allows that, determine the period of time everyone seems to be allowed to spend in your digital marketing projects. It may very well be 10% or 20% of their work time, and it could work similarly to how Google implemented it. Tools like TeamSense can enable you determine the most effective period of time you may allocate on your employees to spend on side projects.

You’ll probably need some kind of software to assist your clients keep track of their time and get well organized, especially for those who are managing a distant team. 

For distributed teams where some people will be overseas, you have to to give you convenient and reasonably priced methods of communication which might include a virtual phone line, a dedicated Slack channel and an quick messenger. It’s also possible to arrange sharable schedules using Google Spreadsheets (that are free).

Finally, there’s an important collection of productivity tools to pick from, so just pick one to get yourself began.

When you work out your control-and-reward strategy, let’s see where your employees may help:

Which marketing tasks can profit from cross-company efforts?

Content ideation

Brainstorming ideas on your content is the primary obvious task your whole company can contribute to. This will not be nearly your blog content: Allow them to all brainstorm in your email marketing content and email subjects, give you lead magnet ideas, knowledge base topics, etc. 

Be certain that to gather some input out of your customer support and/or sales team because they’ll inform your content team of common questions and struggles your current customers are coping with. These should definitely be a part of your content strategy.

Your brainstorming meetings will be in person, virtually, and even in typing. It’s best to have an excellent mix to be certain that even your shiest employees have a possibility to contribute.

Social media and viral ideas

Social media is one in every of those channels that require constant creativity and experimentation so as to grow organic following and engagement.

It often happens that a business social profile can undergo the roof once a creative intern takes it over.

It’s fun and will be gamified. You possibly can arrange some type of a fast contest rewarding an worker whose social media update generated essentially the most engagements. And it’s not only engagements, after all. At our company, we had all kinds of small bonuses to reward employees whose social media updates would:

  • Send a lead
  • Get re-shared by a celeb
  • Generated essentially the most comments, etc.

When you get a bit comfortable with those little contests, extend those to cold emailing tactics, for instance, reward emails that bring a link or journalistic coverage/mention.


Finally, people who do best at balancing their actual job with helping your marketing efforts will be rewarded even further: Give them freedom to return up, arrange and promote their very own little projects.

Giving people freedom to create something from scratch is the most effective approach to empower your marketing strategy with innovation. Feeling your trust and responsibility, those people will do their best to create something useful and market that to their best ability. 

Those side projects may very well be single-page sites they will arrange on their very own, a separate “linkbait” project, a virtual event they will create, promote and hold.

Allow them to experiment with WordPress and alternatives, find recent tools, experiment with recent social media platforms, etc. The purpose of this exercise is to master recent technology and check out recent ideas while creating something useful for the corporate.


Digital marketing is ever evolving. Without fresh insights and excited employees, your digital marketing strategy will quickly grow to be stale, specializing in a single tactic that appears to be working, until it doesn’t. 

Opening up your marketing efforts to other people in your organization and letting them assistance will innovate and diversify your tactics, in addition to get your whole company united around one common goal, i.e. your marketing results.