It seems that one of the biggest challenges facing B2B marketers in 2017 is getting their messages across to their audience, and ensuring they’re being heard and acted upon. With the proliferation of social media, mobile applications, and other digital channels, B2B marketers can no longer lag behind. They must pull up their socks and find alternative and creative ways of engaging their audiences and gauging leads across the digital sphere.
With this idea in mind, 2017 is also about embracing marketing strategies that are scalable, measurable, and offer quick and inexpensive results. ROI is paramount in every B2B marketer’s lexicon, therefore making it even more critical to choose activities or strategies that can tangibly be measured and compared against one another.
Social Media Marketing Alone Isn’t Enough
Let me make this simple. If your company is active on social media, you’re already off to a great start! But social media marketing alone is sometimes insufficient. Especially in the B2B landscape, you need something to spice up your marketing efforts, to give it a competitive advantage – and if there is one B2B marketing strategy that deserves your time and attention it’s employee advocacy.
Yes, yes, you may have read already in our previous articles how social media marketing is incomplete without employee advocacy. But in order to address the challenges and complexities of 2017, employee advocacy is a necessity! In case you don’t already know, employee advocacy is about empowering employees to share your company content across their personal channels – one of those channels being social media.
The first step in getting someone to engage with your content on social media is to stop them from thumbing their way down the newsfeed. That means you need to get their attention – and the best wait to do that is by posting something they want to see. If one of your employees (aka their friend) posts your content (on Facebook, Twitter, or LinkedIn) they are more likely to stop and engage with it. It’s a fact that 90% of customers trust product or service recommendations from people they know. Therefore employee advocacy is truly changing the way companies reach and interact with prospects and customers, and the rewards are also substantial.
To clarify more of employee advocacy and why it’s the ultimate solution for increasing your social media engagement in 2017, we’ve put together this 25-minute webinar. Co-hosted by Sapir Segal, Content Marketing Manager at Oktopost, and Kolby Coy, Senior Customer Success Manager at Sigstr. The webinar dives into the following:
- What is employee advocacy
- How your company can leverage employee advocacy
- What are some of the benefits to gain
- How to effectively measure and track employee contribution and results.
If you’re looking for the extra push in your advocacy program, here’s an article we wrote offering tips and ideas for creating content that turns employees into company storytellers.
Cover photo by startworknow