The trouble with traditional marketing channels is that they have become costlier yet less effective in the social media age. That is why today’s savvy marketers are exploring the untapped potential of employee advocacy marketing. And with good reason. It’s estimated that 92% of consumers trust recommendations from their peers and earned media over any other form of advertising.
That’s the beauty of employee advocacy. In fact, Edelman Trust Barometer for 2016 seems to concur. The report found that consumers find information shared by employees on social media more “trustworthy” than content or opinion shared by leaders, including CEO.
No matter how you look at it, leveraging employee brand advocacy can do wonders for your marketing campaigns. That is, employee advocates can fuel a standalone marketing campaign.
So, What’s an Employee Advocacy?
In employee advocacy, a business leverages the selling power of its most valuable assets – employee advocates – to help build brand awareness, spruce up their exposure, and eventually generate profits. In other words, employee brand advocacy is using employees to promote an organization in an authentic, genuine, and trustworthy way.
In most cases, employee advocates do this on their own volition. They should be provided with compelling content or company updates to share with their social media connections. The content could be anything, from articles and tutorials to deals and promotions on new products.
How Does Employee Advocacy Help Fuel Marketing Campaigns?
The program empowers employee advocates to be voices for the company, helps cultivate trust with them, and transforms them into credible experts and spokespersons for the brand. This way, employee advocates can become a crucial part of digital marketing campaigns.
Also, leveraging employee brand advocacy can help businesses engage better with existing customers, attract new ones, and create a more compelling, personal relationship with them. Besides, it helps keep staff more engaged.
Humanize the Brand
Today’s consumers, especially Millennials, want a brand that “gets” them. They want to see the human side of the brand, something they can trust. The good news is that employee advocacy marketing helps to humanize a brand.
The Allure of Word-of-Mouth Marketing
Brand advocates can also help spread brand awareness and market products through the power of word of mouth promotions. When an employee advocate recommends you on social media, his or her peers are more likely to trust your brand.
If you are looking to take advantage of employee advocacy marketing, you are not alone. Blue-chip companies like IBM, Topgolf, and Pitney Bowes, as well as upcoming ones like KIND Snacks, have leveraged employee advocacy with incredible results.