Despite the technological revolution in shopping experiences, purchases still take through human-to-human interaction. Whether your goal is to sell a product, build an audience for your blog, provide service, the first important point is to build trust. To achieve that level of trust you should humanize your brand. To quote founder at Convince & Convert, Jay Baer:
“Consumers are disappointed by brands. Trust in brands is lower than ever and the flipside of that is just as important, that people are trusted more. The reason people are trusted more than advertising is that there is no financial stake in the outcome.“
The key to success here is to spread the company’s message organically and build trust in customers.
Brands should steer away from the robotic marketing tactics, instead focus on being interesting, relatable, and human. Apart from sharing engaging content, a great way to ensure that your brand has an accurate voice is having the right people to speak about your brand.
In this case, don’t overlook your internal influencers – your own employees. They are the new authentic marketing channel for your company. For those who may have not heard about Employee Advocacy, it is the promotion of the company by their employees. They share the company’s latest statements, news, product launches or services on their social media accounts. Employee advocacy is aimed to inform and engage with employees as the company’s internal influencers or employee advocates.
According to LinkedIn, in total, employees have 10 times the social following than the brands they work for, which leads to generate twice more clicks on the content shared by an employee than content shared by business.