But making your brand known requires communities of people and advocates that believe in your brand who are ready to tell your story. Finding them the traditional way, starting from the networking platform towards identifying the partners that will help you acquire success, is much harder.
You should first search within your company, as statistics support this. According to a U.K. business Growth study, a 12% increase in brand advocacy, on average, generates a 2x increase in revenue growth rate plus boosts market share. That alone should be reason enough to invest in this brand awareness strategy.
How your buyer chooses your brand
The decision of what to buy and from whom has changed a lot in the last decade. There was a time when most of the buying process was driven by TV ads, but that changed a long time ago. Today it’s not about the ads anymore. We are so used them being everywhere that we don’t even see them anymore.
What makes us choose a brand over another is the positive experiences brand awareness brings to our attention – success stories, word of mouth and what the communities inside the company have to say.
That’s why more and more consumers check social media sites before deciding on a purchase. They expect referrals from friends or people just like them that have more knowledge about the company. Brand awareness doesn’t just mean getting your name out there.
It’s about making your clients and future customers understand what your values are and the vision they are investing in when buying your product. Moreover, they expect to find out this information from a friendly face, not a marketing name.
The benefits of raising brand awareness
Implementing employee advocacy to raise brand awareness brings numerous benefits not only for the image of the company, but also for the internal environment. Just imagine how it makes your customer feel when they find your own employees giving them information about your projects or products.
But not the sales or marketing team. Someone like them, a person they can relate to. And at the same time consider how it makes that one employee feel – that they are part of the overall image in that one action of brand awareness. The conversation is public, open and shareable, and that is what employee advocacy is all about today.
Some of the main benefits that your company will experience are:
Raised engagement with the content you share
Fast and easier buying processes
Driven website traffic
Attracting fresh talent
Improved cooperation within the company
Increased brand awareness
How to implement employee advocacy
In order for this strategy to work you need to have a plan. Infrastructure is required to make sure that your advocates have everything they need: from knowledge to materials and support. Here are a few of the first steps you can take to start implementing the strategy into your company’s plan.
Social media training
The first aspect you need to consider is that if you want a large number of your staff members and employees to be part of the brand awareness plan, they need proper training. Consider this as either a training for all employees or an optional one that every employee is aware of.
Give them information about the platforms and how they can use them. The basics should be enough, but also consider a little information on the materials that work best for your own strategy, like video, quizzes, etc.
Make clear how it is different for them to publish something in their name or as a representative of the company. Make the policies well-defined, but leave them space to be creative and evolve.
File sharing infrastructure
In order for their engagements to be relevant for your brand awareness campaigns they need to have access to and be aware of the materials you are sharing. Building an infrastructure will make the process fast and easy for any campaigns.
After creating it and implementing within all departments, it will show results over time. It will also offer your employees the opportunity to always be up to date and informed about what is happening with the company.
This will help them give better explanations and relate closely with the community. Being able to refer future employees and customers to the right materials will have a positive impact on the brand.
Managing brand awareness
Another important aspect of implement employee advocacy is being able to keep track of it. Community managers and digital marketing departments have an important role in this step.
They need proper tools to stay on top of the engagements and have a clear overall image of how the outside parties consider them. This is needed in order to be able to manage each situation accordingly and offer guidance and support to each staff member involved.
If the platform you need help managing is Twitter then we have the answer for you. Try out SocialLook in order to know how well the engagements with any employees are going.
Raising the impact of your company
The benefits are clear and they involve each aspect of the business. If you haven’t considered employee advocacy for improving brand awareness yet, you should.
Understanding how your buyer decides on your brand is essential. At the same time, getting employees more involved your brand will also reflect positively in your image and inner work.
Consider social media training for each every employee regardless of whether they work in your office. Offer them new materials and information about the brand to share with your audience and communities. Give them the chance to shine while living your brand but also offer them support.
Don’t forget that there are amazing tools out there to help you stay on top of all their activity and have clear reports to know how this strategy is working out for your brand.