This chapter was all about covering the importance and benefits of businesses developing employee advocacy programs. I’ll be the first to admit that when I think of influencer marketing, employees are not the first to come to my mind. However, after reading this chapter my eyes have been opened to how great of a resource employees can be when it comes to a business’ marketing plan. According to the text, employees are a great way to ramp up word-of-mouth marketing.
One of the top benefits employee advocacy programs offer is a greater reach. Each employee has their own network of people and are most likely active on at least one social media platform. In fact, the textbook points out that average employees have 10x as many connections as a company has followers. I think this was an interesting statistic, since we don’t always consider how wide of a reach we can gain just from utilizing employees’ personal networks.
Another noticeable benefit from these types of programs is increased business. A really eye opening statistic the text offers is that leads from employee advocacy are 7x more likely to covert into sale than other types of leads. This makes a lot of sense when you consider our own actions as consumers. I’m much more likely to purchase something after I hear about it from a friend than I am without that recommendation. This mostly has to do with the trust that I already have with a friend or a family member. So, I can absolutely see why employee advocacy leads are much more likely to end in a sale when compared to other types of leads.
Overall, this chapter was very insightful and opened my mind to new methods of marketing. I think it was interesting to learn about how employees are some of the best advocates for a brand.
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