With the current internet era, there are tons of opportunities that businesses can exploit online. However, any marketer will tell you that beating the online competition isn’t always a walk in the park for organizations. To stay ahead of the competition and maintain reasonable customer acquisition costs, marketers have adopted new trends, including employee advocacy. Consumers have minimal trust with brands. However, when companies use their employees to promote their messages, their chances of winning customers’ hearts increases.
Benefits of Employee Advocacy
Employees have roughly 10 times more connections compared to brand communication channels and their reach. Besides, your brand messages are likely to be shared 24 times more when they are distributed by your employees.
Reduced cost of customer acquisition
The total cost of an employee advocacy program is roughly 10% of paid advertising. Therefore, a robust employee engagement program can see your advertisement costs reduce significantly.
Edelman Trust Barometer’s research shows that employees are twice more trusted than CEOs of companies. Because of this, their promotional messages are likely to create more customer trust.
Increased sales revenue
Employee social marketing leads are likely to convert seven times more compared leads generated through direct branded messages.
Improved overall company growth
PostBeyond and Golfdale Consulting carried out a survey which emphasized the importance of employee advocacy. According to the survey, companies that embrace employee advocacy perform 202% better compared to those with unengaged workers. This is due to the improved brand recognition, increased referral traffic, enhanced customer trust and increased new lead generation as a result of the trusted employee voice.
How to Get the Best from Your Employee Advocacy Program
There are several things you need to do to see your business benefit greatly from employee advocacy. They include:
1. Trusting and motivating your employees
Trust and motivation are the key pillars of a successful employee advocacy program. Your employees have to feel trusted to deliver the right message to the right people. This makes them feel confident and proud to the ambassadors of their employer. Trusted employees are ready to open up for genuine conversations that could accelerate the effectiveness of a company’s marketing approaches.
Although trust triggers internal motivation in employees, a company can do more to encourage them to spread the work on its behalf. It can choose to offer them perks in the form of virtual badges, bonuses, reward points, internal recognition or an exclusive getaway, among other options. However, you need to take your time to understand the best motivational perk for your workforce.
2. Give them the freedom to decide
One thing that you need to appreciate about this form of marketing is that your employees might be doing you a favor by going the extra mile to use their online networks to promote your business. Their social media accounts are part of their private life, and you have no influence over them.
As such, when approaching the workers to be your ambassadors, it shouldn’t look like you are coercing them to do so. Just treat them well and make them develop a sense of ownership of your business. Let them see how their extra efforts could bring positive changes at individual and corporate levels. Once you do that, they won’t have any problem sharing your promotional messages out of their own will.
3. Set clear guidelines
You need to set clear guideline and best practices regarding the information your employees can share regarding your business. The guideline and best practices should aim at protecting the image of your enterprise. They should also help to prevent legal litigations that might arise from irresponsible content sharing.
With the guidelines in place, the workers will know the company-related information to or not to share. This helps them more confident to share the right information in a manner that matches their personality and without fear that it might backfire on them.
Nowadays nearly everyone is a social media user. However, you should not assume that each of your employees is savvy with social media platforms. From different departmental backgrounds to varying age groups, your employees are diverse. Therefore, their social media skill levels differ and you need to try to harmonize that through relevant training.
In the training, it is important to educate your workers on the best social media platforms for specific content. By posting the right content on the right platform, your messages will reach more of the intended consumers.
5. Provide the best tools
You need to support your employees with the right tools to see that they bring the best from their private channels to your business. Among the primary tools you should provide them with is high-quality content.
Remember the employees are occupied with other major activities and so, they may not have sufficient time to create fresh promotional content for your enterprise. Make their work easier by creating top-notch content that promotes your brand or product for them to share. Or simply let them share their day to day experiences working at your company. The content could be a promotional case study, blog post or a video. Most importantly, ensure that the content is easy to digest and share on social media.
Also, it’s important to direct your staff to the right social media management tools, such as Pukket, for promotional content sharing.
If your business has not joined the employee advocacy bandwagon, know that you are missing out on great opportunities. It is high time for you to act and tap into the unexplored marketing potential of your workers. In case you need help in this, feel free to contact Pukket for exceptional professional guidance and ultra-effective services.