Enterprises are investing 11% of revenues into marketing, according to Gartner's 2017-2018 CMO Spend Survey; that's down after three consecutive years of increases. With budgets in jeopardy, marketers must deliver a solid strategy, killer execution, and exponential results.
Social media, the fastest-growing marketing channel—where influencers and brand advocates play a huge role in reaching the right audiences with the right messages—offers marketers an opportunity to shine.
And their best resource might well be a few doors down or in the adjacent cubicle: fellow employees, who can be a brand's best influencers and advocates on social networks. Employee advocacy, therefore, is all but a business imperative in today's digital world. When done right, it drives trust, promotes brand awareness, and increases revenue.
The good news is that more and more marketers who are under pressure to deliver stellar results—in organizations both large and small, across various industries—recognize the importance of empowering their employees. Such organizations are giving employees a strategy and structured guidelines to share success and pride in the company within their social networks.
As a result, brand messages get shared at previously unobtainable levels, then reshared by employees' friends and followers, achieving reach many-fold greater than without employee social sharing.
Moreover, companies with high levels of employee engagement have higher customer satisfaction rates and greater revenue growth than those that don't, research has found.
Here are a few tips to help drive advocacy marketing within your organization and create a win-win situation for employees and the company.
1. Get buy-in from the management team