Businesses have been looking for new ways to generate leads and increase brand awareness online. The best and most cost effective way to do this is through social marketing, however instead of focusing on the traditional way we use social media, such as organically posting content on the company page, we can now look at employee advocacy. This uses employees and their network to extend the reach of social marketing and also keeps them engaged in the company and its values. There are some pretty impressive stats on the results of employee advocacy, and in a recent article by Forbes it was found that employee advocacy can increase your brand’s reach by 561%.
Here’s some of the other key benefits of employee advocacy:
- Content shared by employees has 2x higher engagement versus when shared by a company (LinkedIn Business Solutions) – this is due to people being more likely to engage with people in their network due to them having more direct relationships with their connections
- Advocacy allows you to reach new audiences that may not already be aware of your organisation but who are connected to your employee advocate – on average, employees have 10 times more 1st-degree connections on LinkedIn than a company has followers (LinkedIn Marketing Solutions Blog)
- It helps showcase and position your most connected employees as ‘thought leaders’ – prospects are increasingly using social for their research into companies and solutions, so showing yourself as a specialist in your industry is important and can be achieved by sharing regular content through employee advocacy
- It gives your social advocates a personal sense of achievement and worth as they are contributing to your overall marketing strategy in generating leads – with tools like Hootsuite Amplify, Oktopost and Sprout Social Bambu you can also set up an employee advocacy leaderboard to show how their results are contributing to your social engagement
- Boost your online presence – we have seen a direct correlation between the number of connections gained and the number of social advocacy posts shared
- Contrary to popular belief, it is not as time-consuming as you might think – having pre-approved content, created by your marketing team that is on message and on brand, readily available minimises effort for your employee advocates and makes them much more likely to post and share content.
How are employee advocacy programs set up?
First, create a plan of action for how your employee advocacy program is going to work best for your organisation. This includes clear goals and metrics to measure progress and what technology you are going to use, so that you have a process that is designed to last.
Once you have your plan sussed out, you’ll then want to look at who your advocates are going to be, who are their connections and what types of content are they going to share?
Tip: When setting up your advocacy campaigns, tag them with ‘Advocacy’ so it’s easier to distinguish the results in your reporting.
The key to reaching untapped leads for your sales teams
Do you have employee advocacy in place in your organisation or is this something you are considering? Either way, no matter how large or small your company is, it really could be the key to reaching new potential un-tapped leads for your Sales team, and increasing your revenue.
For more information on how to get your social marketing strategy right or if you’re interested in implementing an employee advocacy program, then please don’t hesitate to get in touch with our experts.