Invest in Your People: A New Approach to Retention Through Marketing

In today’s competitive business landscape, manufacturers are not only tasked with producing quality products but also with standing out in an increasingly crowded market. The industry has evolved significantly from its traditional “dark, dirty, and dangerous” reputation to a modern, technology-driven environment. However, one area that often gets overlooked is the critical role that marketing can play in retaining both customers and employees. During a recent episode of the Manufacturers Network Podcast, I spoke with Allison DeFord , founder of FELT Marketing for Manufacturers and host of the Manufacturing Masters podcast, about how manufacturers can leverage marketing to foster retention. While her insights were initially directed at manufacturers, her shared principles are universally applicable across industries. Here’s a breakdown of actionable strategies you can implement to invest in your people and improve retention through effective marketing.

1. Shift from a Product-Centric to a People-Centric Approach

One of the most significant shifts manufacturers can make is moving from a product-centric approach to a people-centric one. Often, companies focus heavily on what they make, highlighting their products’ features and specifications. While these are important, they don’t necessarily resonate with customers or employees on a personal level.

Actionable Tip: Start by reframing your marketing materials to focus on your customers' needs and desires. Highlight how your products solve their problems or improve their lives. This approach not only appeals to potential buyers but also shows your employees that your company values making a real impact, which can improve morale and retention.

2. Engage Emotionally with Your Audience

Allison DeFord emphasized the importance of connecting with customers on an emotional level. People make purchasing decisions based on emotions and then justify those decisions with logic. The same concept applies to employee engagement and retention. Employees want to feel connected to their company's mission and values.

Actionable Tip: Share stories that reflect your company’s values and culture. Highlight the success stories of both customers and employees. Use testimonials and case studies that showcase not just the effectiveness of your products but also the passion and commitment of your team. This approach helps create a bond between the company and its customers and employees, fostering loyalty and retention.

3. Differentiate Through Your Company’s Unique Story

Every company has a unique story, but not every company knows how to tell it effectively. Many manufacturers, and businesses in general, fall into the trap of talking about what they do rather than why they do it. Sharing the story of why your company exists and what it stands for can be a powerful tool in marketing and employee retention.

Actionable Tip: Develop a narrative around your brand that communicates your mission, values, and what makes you unique. Use this narrative consistently across all marketing channels to reinforce your brand identity. Internally, this narrative can help employees feel a part of something bigger, increasing their engagement and loyalty.

4. Build a Strong Brand Foundation

A solid brand foundation is essential for external marketing and internal company culture. Your brand is more than just a logo or tagline; it’s your promise to your customers and employees. A strong brand can attract new customers and retain existing ones while serving as a magnet for top talent.

Actionable Tip: Conduct a brand audit to ensure your company’s messaging, visual identity, and customer experience align with your core values and mission. Develop a clear brand voice and personality that speaks to your target audience. Internally, ensure that your employees understand and embody your brand values in their daily work, which can boost morale and retention.

5. Create Valuable Content Consistently

Content is a crucial component of modern marketing, but it’s not just about quantity; quality and consistency are key. Providing valuable content that educates, informs, and engages your audience can establish your company as a thought leader in your industry. This strategy can also be applied internally to retain employees by keeping them informed and engaged.

Actionable Tip: Develop a content strategy with regular updates on your website, blog, and social media channels. Create content that addresses common pain points, answers frequently asked questions and showcases your expertise. For employee retention, consider an internal newsletter or blog that shares company news, celebrates achievements, and provides learning resources.

6. Invest in Employee Development and Training

Retention isn’t just about keeping customers happy; it’s also about investing in your people. Providing opportunities for growth and development shows employees that you value their contributions and are invested in their future. This not only improves retention but also boosts productivity and morale.

Actionable Tip: Implement training programs and provide access to learning resources that help employees develop new skills and advance in their careers. Use platforms like Manufacturing Masters, which offers a wealth of industry-specific knowledge and best practices. Encourage employees to share what they learn and apply new ideas to their work, fostering a culture of continuous improvement.

Investing in your people is one of the most effective strategies for improving customer and employee retention. By shifting your focus from a product-centric to a people-centric approach, engaging emotionally with your audience, differentiating your brand, creating valuable content, and investing in employee development, you can create a robust and loyal community around your business.

Remember, retention starts from within. When you invest in your employees and build a strong company culture, that investment will naturally reflect in your customer relationships and overall business success. Start today by taking a closer look at your marketing and retention strategies and making the necessary adjustments to foster a thriving, engaged workforce and customer base.

Listen to the podcast episode here: https://player.captivate.fm/episode/bb770a75-ecf4-4e70-b508-bbe77cb6dd1a/

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