11 Inspiring Ways To Market A Strong Company Culture

Company culture can be a huge selling point for potential employees as well as potential clients. Both of these audiences want to know that the people behind the scenes not only believe in what the company offers, but also collaborate well with each other to deliver it it.

Highlighting a thriving culture is an effective marketing technique that capitalizes on the internal strength of a business and its people. That’s why we asked members of Forbes Agency Council to tell us about some of the best ways to do it. To inspire you, here are 11 of their top recommendations for showcasing your company culture in your marketing efforts.

Forbes Agency Council

1. Communicate Through Visuals

When it comes to marketing your company’s culture, it’s important to remember that it comes down to transparency and trust. One of the most effective ways to achieve this is through incredible visuals that allow members of the public to interact with and learn more about your company on a personal level. Every member of the team creates a company, and it’s a great idea to get this message across. – James Blake, Vindicta Digital

2. Highlight The Hiring Process

With a mission of “empowering our people to be the best versions of themselves,” we highlight how our hiring practice aligns employees with the roles that they will most likely love and wildly succeed at. We also share stories of our core values in action and how our daily huddle (where everyone shares gratitude, their next 24 hours of activity and any places they’re stuck) keeps everyone connected. – Brian Handrigan, Advocado

3. Illuminate Your Humanity

We focus on highlighting our employees, first, to illuminate the humanity of our company. Organizations often focus on the company’s views and actions rather than those of their employees; we do the opposite. One of our most-used slogans is “#behuman” because, at the end of the day, we want to create a space where you can be yourself. – Melissa Chang, PureB2B

4. Let Your People Do The Talking

I’ve always been wary of firms that overtly “market” culture. It tends to come off as “clubby” or exclusive. Flip the script. Build a team of customer-service-centric people and let them do the talking. Whether interacting with current or potential clients or attracting talent, an authentic customer-service-driven team will go above and beyond to make everyone feel welcome. – Patrick Nycz, NewPoint Marketing

5. Explain How You’re Different

We market our culture based on the differences between our environment and that of most corporate jobs. We believe that finding a flow in work instead of being in endless meetings gives both our employees as well as our clients the best results. Working autonomously hasn’t ever been more important, and remote work has a culture that works wonderfully for self-starters. – Lee Salisbury, UnitOneNine

6. Show It Off In-Office

We market our culture by proclaiming it on the walls of our offices in the form of posters of our core values, DiSC scores on everyone’s office door and a “kudos” board in the kitchen for notes about team members who have done something wonderful. Our core values are dominant on our website and featured in our sales proposals, and we also blog about them, which helps with recruitment. – Jeff Bradford, the Bradford Group

7. Create A Culture Presentation Deck

I’ve often seen companies promote culture by putting their culture presentation deck on SlideShare, and then promoting it via the press, blog articles or social media. It’s a great way to help others who are searching for your company to find and understand your culture and core values. – Brian Meert, AdvertiseMint

8. Livestream Daily Operations

One of the best ways to market company culture is to look at daily operations and do livestreams. This is very valuable to your customers because it shows that you follow the talk with the walk. You are not afraid to open your doors to ensure that it is possible for everyone who is following you to see inside your operation. – Jon James, Ignited Results

9. Share Screenshots Of Teamwork

There is no “I” in “team,” and all great work is done in a collaborative way. Highlighting the team aspect of culture is important, and in these virtual times, is made more creative through screenshots of team meetups and collaboration sessions. – Jessica Hawthorne-Castro, Hawthorne LLC

10. Prove Your Culture Through Your Actions

Although we do promote our team (and, in turn, our culture) on platforms such as Instagram, actions speak louder than words. If we promote a culture of results and collaboration, it is our responsibility to prove these repeatedly through our actions. If these actions are good enough, and we are graced with a positive email or review, we can repurpose these in our content to further promote our culture. – Bernard May, National Positions

11. Produce Blogs And Podcasts

Podcasts are big for us. Through our podcasts and blogs, others can see the culture that we have built. To see our team and spend time with us is to see our strength as a team. Because we’re proud of the culture we’ve created, we want to make it as transparent as possible. Our podcasts are like opening a door on one of our fun but informative meetings. – Danny Star, Website Depot

15 Marketing Strategies To Make The Most Of Customer Testimonials

It’s often said that the best form of marketing is word-of-mouth praise from happy customers. People are more likely to buy products or services if they hear a positive review from another consumer in their position.

Your company can promote its offerings and leverage peer-to-peer trust by amplifying customer testimonials and mobilizing organic brand ambassadors. To help, we asked members of Forbes Agency Council how marketers can make the most of testimonials from satisfied customers. Here’s what they had to say.

Forbes Agency Council

1. Collaborate With Your Customer Advisory Board

Generate these from your customer advisory board. Your CAB members are likely not only your biggest fans, but also invested in your products, having helped shape and improve them over time. The CAB members may have extensive networks to tap into and may also write blogs or speak on industry webinars where your product can be included. – Eyal Danon, Ignite Advisory Group

2. Leverage Testimonials To Humanize Your Brand

Share them on social media and on your website and weave them into blog posts. Customers respond best to others’ stories. And be sure to respond to testimonials to show your commitment to the customer experience. – Laura Cole, Vivial

3. Retarget Warm Audiences

One great way to leverage customer testimonials is by using them as creatives in ad campaigns, especially when retargeting warm audiences. Oftentimes users visit a website or social profile and leave without taking action, and that is a perfect time for brands to stay top of mind and retarget those users with customer testimonials, giving them the last push they need to convert. – Jonathan Durante, Expandify Marketing Inc.

4. Share New Product Lines With Brand Ambassadors

Customer testimonials are gold. When those customers are truly engaged, they are the best brand ambassadors and marketers for your product. By supporting them with additional or new product lines within your brand, you can encourage them to naturally push out organic social content that supports the features and benefits of your brand. – Jessica Hawthorne-Castro, Hawthorne LLC

5. Nudge Prospects Down The Sales Funnel

Leverage customer testimonials to abet your prospects who are in the consideration phase. Showing testimonials is an effective way to push your prospects down the funnel. – Mandeep Singh, SEO Discovery Pvt Ltd.

6. Incorporate Testimonials Into Social Media Ads

One of the most effective ways to leverage testimonials is to create social media ads promoting the product. The experience customers had using that product, not the product itself, is the main focus. – Stefano Mongardi, TheWebMate

7. Rotate Testimonials On Your Website

The best way is to feature testimonials on your website, rotating them so that they don’t get stale. Another very effective way is to use them in publicity efforts by either quoting happy customers in a press release or by steering reporters their way to talk about your company. – Jeff Bradford, the Bradford Group

8. Empower And Incentivize Ambassadors

Don’t tell ambassadors what to do; empower them. The key to a successful testimonial is authenticity—not just of the testimonial, but also of the action. Create opportunities and incentives for others to act, but make sure both the action and the message, while on brand, are theirs. Top-down doesn’t work. Empowerment does. – Craig Greiwe, Rogers & Cowan

9. Encourage Customers To Record Video Testimonials

Make heroes out of your existing customers and put them at the center of your marketing and communication strategy. The most powerful way is to get them to record a video explaining their challenge and how they resolved it (hint: with your help), and then provide that to sales to put into a pitch deck or to share with prospects by email. Video is incredibly powerful and easily shareable. – Mike Boogaard, MOI Global

10. Target Your Brand Ambassadors’ Networks

The most effective way to leverage testimonials from customers and organic brand ambassadors is to identify and locate the social audience for those individuals. Then, share the testimonial feedback within an organic structured campaign directed at their family, friends and followers. – Greg Carney, Freedom United Social

11. Embrace Customer Review Tools

There are great tools for B2C products, such as Yotpo and Bazaarvoice. Then, there are tools and sites like Clutch.co, where you can ask for reviews. Public reviews go a long way in building credibility. – Michael McFadden, eAccountable

12. Provide Social Proof In Facebook And Instagram Ads

The best way to leverage customer testimonials or organic brand ambassadors is to use them for retargeting ads on Facebook and Instagram. This provides social proof and a great visual to let your prospective customers see others using your product or service. Also, featuring them on your website will help to establish credibility and trust with your visitors. – Jonas Muthoni, Deviate Agency

13. Fold Great Reviews Into Other Content

The great thing about reviews and testimonials is that usually they’re public, so we can repurpose them into other content, emails and social posts. If we have a great review regarding the SEO results we achieve for a client, then folding this review into our own SEO content makes it that much more valuable. Positivity from a client will almost always speak louder. – Bernard May, National Positions

14. Create Assets To Engage With New Clients

Customer testimonials are fantastic content assets for web and social platforms as well as case studies, brochures, proposals and any other asset that you might use when engaging with new clients. If you can get those reviews on video, that is marketing gold! – Jason Wilson, Strategy, LLC

15. Place Video Testimonials Up Top On Your Website

Many times, when customer quotes are used on websites, the testimonial sections appear at the end of the home page, and consumers do not scroll down far enough to see the quotes in that section. Video testimonials are much better tools. An explanation of a problem that was solved by a brand or a campaign that was successful is a great way for customers to organically endorse a company. – Sherri Nourse, Ambition Media