In business, the phrase “our people are our greatest asset” is uttered so often that it’s become a cliché. There’s even an article titled, “Stop Telling Me People Are Your Greatest Asset.”
What we’ll tell you instead is this:
“your people are your most underused marketing asset—particularly with social media”
Why? Your employees, business partners and other “friends of the brand” have extensive networks that you want to reach. Reach them is by creating an effective advocacy program.
What is an advocacy program? It is a program in which employees, business partners and others share information on your behalf (typically content) to their social networks. For best results, companies use dedicated advocacy software, which offers greater control and measurement tools that allow them to evaluate their results.
HRmarketer CEO Mark Willaman and Vice President Rhonda Taylor recently presented a webinar, “The Power of Numbers: How Organizations Are Using Advocacy Programs to Get More Visibility and Generate Sales Leads,” that’s full of useful insights, information and case studies.
Here’s a look at three of the questions that the webinar answers.
- How can an effective advocacy program benefit your marketing?
The webinar highlights six benefits, three of which are:
- It amplifies your social reach and brand awareness. Whether you have 10 or 10K employees participating, their shares generate significant reach and visibility that adds up over time.
- Higher engagement. Content shared by employees receives 8 TIMES more engagement than content shared by brand channels.
- Lead generation. Sales teams are beginning to use advocacy programs for social selling.
- What’s in it for participants (advocates)? Why would they want to be involved?
The webinar highlights five benefits, two of which are:
- Participating helps grow their personal brands. Advocates see growth in their personal social networks, such as increased LinkedIn connection requests and Twitter followers.
- Gives them a way to participate. Many employees want their companies to succeed and are willing to help with marketing efforts, but don’t know how. An advocacy program gives them an easy, brand-supported way to contribute.
- What are some keys for success with advocacy programs?
A few include:
- Choose the right advocates. Don’t force people to participate.
- Prepare advocates. Communicate the purpose of the advocacy program, the general expectations of advocates and any key guidelines. Also, show them how to use the advocacy platform (possibly through a webinar-style meeting).
- Have quality, suitable content for advocates to share. People won’t share content if it’s not any good or not relevant to them.
- Use software that’s easy to use. Most people will give advocacy a try, but if the software’s cumbersome to use, attrition will be high.
- Use gamification. Most advocacy software programs have gamification features to encourage participation and drive desired behaviors.
These are just a sampling of the best practices that Mark and Rhonda mention in the webinar, and they go into far more detail. So if you haven’t watched it, view the webinar recording below (and download the slides here) to better understand how you can create an advocacy program that engages your employees and their networks—and makes a positive impact on your marketing.
Get More People Talking About Your Brand With HRmarketer Advos (Advocacy) Software
You have a great brand! You’re passionate about it. And others are too – when they know about you. HRmarketer helps your team become catalysts to spread the word about your awesome company.
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