Now you’ve been awarded your ISO certification, it is essential that the word of your achievements is spread to clients, prospective clients and competitors alike. It is in your best interest to let as many people know about your update, as new opportunities will be sure to arise as a result of the certification.
One area that ISO certification makes a clear impact on is how people perceive your organisation, so you must take full advantage of marketing and promoting the achievements and processes you now have in place.
Why you should promote your certification
By achieving ISO certification you have clearly demonstrated to your clients and potential tenders that you care about quality, which is an extremely important part of the supply chain and something that we all value and can relate to. Promoting your certification can often be the missing piece of the ‘ISO jigsaw’, but by following a few simple steps, listed below, it is easy to capitalise on the benefits of your certification.
Ways to promote your certification
- Announce your new certification in a professional manner
- This can be circulated to trade publications or relevant websites
- Publish the press release to your online news section or blog, which will help to boost traffic to your website
- Include the press release in a marketing email or newsletter to clients and leads
||“Content is King and distribution is Queen…”
- Announce the certification across your social media platforms
- Use hashtags on Twitter to reach the maximum number of people and to be part of conversations
- Retweets act as ‘word of mouth’ as your brand name and news will be exposed to new audiences
- Make your brand more personable by interacting with clients
- If what is trending on Twitter is relatable, then get involved!
||Brits spend on average 2.2 hours a day on social media sites including Facebook, Twitter and Instagram!
WORD OF MOUTH
- Encourage employees to talk about the news when conversing with clients and prospective clients when at meetings or on the phone
- Introduce an ISO certification banner or icon in your corporate email signatures to increase exposure
- Best of all, it’s free!
||Word of mouth has been shown to improve marketing effectiveness by up to 54%.
- Think of an innovative direct mail campaign for clients and / or leads to announce your certification
- Include an icon / quote on envelopes, letter heads and business cards
- For a more physical approach, why not put a sticker in your window or a plaque / sign in your Head Office?
- Quirky marketing materials could include mouse mats, mugs, pens and desk calendars with reference to your ISO certification
||If a direct mail campaign is fully optimised, response rates average at approximately 6.5%, compared to an average of 0.12% for email campaigns.
NETWORKING WITH CLIENTS
- Host a networking ‘open house’, where all staff can share their knowledge about the certification
- Invite clients, prospective clients, LinkedIn contacts, local press to boost awareness
- Use your social media platforms and news sections online to publicise the event
||95% of professionals believe face-to-face meetings are key to successful business relationships.
WATCH THE DETAILS
- Use the correct terms when writing / speaking about your certification
- Be specific to the ISO certification you have (ISO 9001, ISO 14001, ISO 27001, OHSAS 18001)
- Remember: you cannot use ISO’s logo on your documents or website!
- Your BAB Account Manager is always on hand to help should you have any queries
||“Get specific sooner: a specific detail proves a general conclusion.” – Kare Anderson, The Huffington Post
- Your ISO certification will be one of the key selling points from now on!
- Ensure you spend the time and resource training your teams on the benefits
- Make sure employees understand the processes behind the ISO
65% of employees say the quality of training and learning opportunities positively influences their engagement.