By Ellen Gomes
I recently had the pleasure of attending one of the biggest marketing conferences of the year—Marketo’s Marketing Nation Summit. A gathering of hundreds of marketing executives, partners, and thought leaders from around the world came together to learn about the latest marketing trends and strategies in the new “Engagement Economy”.
The “Engagement Economy” represents a clear shift in the way marketers communicate with customers. It focuses on delivering a personalized and authentic experience that stems from trust and commitment. To succeed in this new climate, you must adapt your tactics and shift your brand to become more human and digital native-friendly.
But how can you embrace this new concept? How can you bring it into the present? Simple—with employee advocacy. Employee advocacy allows you to fast forward your social media marketing strategy by empowering employees to share organic content across their personal profiles, in turn, driving brand awareness, engagement, and lead generation. To get started, here are three steps to building a successful employee advocacy strategy:
1. Identify Your Goals and KPI’s
To make things easier, here are two groups of metrics you can focus on:
- Tactical Metrics: These metrics (also known as early stage metrics) give you a granular insight into the success of individual posts, networks, and employees. It includes impressions, shares, clicks, etc.
- Revenue Metrics: These metrics (also known as mid- and late-stage metrics) play a larger role in giving you an accurate picture of how advocacy drives opportunities and revenue for the business. For example, tracking leads, cost per lead, and closed deals will help you identify the program’s true ROI. For a more complete picture of how advocacy impacts sales, you can integrate your employee advocacy platform with your engagement platform/marketing automation and CRM to see how leads collected by employees turn into revenue by sales.
2. Understand which Content Types will be Shared
The oft-cited “Content is King” saying applies to employee advocacy too. First, your content must align with your goals, and second, it needs to be relevant to your employees’ role in the company and type of audience.
At the very least, it should include the following:
- 70% original content: The bulk of your content should be original—articles, white papers, videos, case studies, webinars, etc. that have been created by your marketing team and are lead generating.
- 20% curated content: Besides promoting our own product or service, employees should receive valuable third-party content to educate their audience in a less self-promotional manner.
- 10% suggested content: The best way to empower employees to share content is by allowing them to suggest useful topics. This will go a long way to demonstrate your appreciation for their work.
3. Select Employee Advocates & Establish Buy-In
While every employee can benefit from participating in an advocacy program, you must determine which Go to the full article.