Yes, connecting the voices of your people to the growth of your brand can be that simple.
Employee Advocacy This is clearly the direction B2B and SaaS marketing is evolving. If implemented well, more organic reach, more engagement, and more growth comes from this social media strategy than any other. And employee advocacy doesn’t have to be such a struggle.
There's more to your story and that of your people. Let's get it out.
Here is your company online and on social media:
Your Dazzling Brand New Website and Social Profiles
Your Company in Employee Advocacy 1.0
Employee Advocacy 2.0: Growth Storytelling Team
From employee advocacy to shared stories that enable growth
If you're still only posting on your company's social profile and hoping that will win the war for organic reach and social media engagement... You've got some pretty tough times ahead of you.
Here's why Employee Advocacy 1.0 doesn't work and how Employee Advocacy 2.0 will help grow your brand, demand generation, and social selling.
Here is your company online and on social media:
Your business online and on social media
Imagine you are in the town square.
It's a bustling square, with some people you know and lots of people you don't know. For some reason, there's a goat. Children playing.
You notice that there are already quite a few vendor stalls selling their wares, and lots of people putting up and handing out signs and flyers; random, noisy vendors trying to strike up conversations with passersby.
There are even some people who seemingly constantly climb on milk crates to tell anyone who will listen about their thoughts and feelings, their beliefs and their knowledge about how to have a better life; to solve XYZ, to achieve your goals.
Now, what about you?
You also have some products or services to sell. You genuinely believe that they can be valuable to people, hopefully, or at least you feel that they are valuable enough to some people that they can help pay for their living costs plus those you protect and provide for.
So you set up your stand too.
Your Dazzling Brand New Website and Social Profiles
Your new website and social profiles
But imagine your surprise: no one comes except your mom and some random israel business email list bearded guy who thought you were handing out free cookies.
So what do you do? You decide to hire or quickly find someone on your team who can hopefully help draw attention to your position and your products or services.
Your professional care finder.
But what do you know? They are hardly successful. Nobody wants to read their brochures, nobody wants to hear their stories about their products or even about the problems they solve and how wonderfully they solve them.
Your next move?
Your Company in Employee Advocacy 1.0
Your Company in Employee Advocacy 1.0
You come to the conclusion that people don't want to hear about brands, they want to hear about people.
So: ask everyone who works for you, the people you work with as partners, and some of your former clients, to share and pass around the flyers your attention-seeking colleague is handing out.
Please sit still and listen to what your professional salespeople and attention seekers say when they stand on their milk crates, in order to get more people to pay attention due to the ancient human instinct of herd behavior.
—And why doesn’t it work?
This is what Employee Advocacy usually ends up being these days.
“Could you please share our company social post on your own profile as well?
"Could you use this additional tool to like, share and reply to our branded social media?"
But that's not what you really want to happen.
Because this is not how people pay attention, build connections and trust, learn, and ultimately reach mutually beneficial agreements, business or personal.
What do we humans want?
What do humans do naturally in the town square, what helps build these things?
They walk and talk with their friends.
They browse the stalls and strike up conversations there, as long as they themselves feel inclined to do so. If they have a problem to solve, they will ask their friends or trusted impartial connections in their network or even new friends, what their experiences are with certain problems, about possible solutions and how to use them, and who to turn to for specific tools or help with certain things; the price and their experience with those people.
