Your employees are your most important asset. So says the recruitment industry. Why then do organisations not utilise this key asset in what would seem to be the ideal environment, namely Social Media?
KRC research in 2013 found that 39% of employees shared positive comments about their employers through various online channels, employers though seem hell bent on stifling any kind of 'at work' online interaction fearing the repercussions of what might be said.
Marketing is about communicating benefits, social media or social marketing takes that communication to a more personal level and establishes a conversation with the target audience. Your employees are probably already active online communicators so why not use them and it in a way that enhances your brand. Remember, people buy from people. Develop a social media policy and rather than stifle them let your employees become advocates of your brand.
Investing resources into producing content specifically aimed at your target audience pays dividends in so many ways as these statistics demonstrate.
82% of consumers have a more positive feeling about an organisation after reading custom content
60% actually enjoy reading relevant content from brands
70% feel closer to a company as a direct result of the content they read
78% consider that they have a relationship with organisations using content relevant to them.
Although the above talks about consumers, the same basic principle applies to B2B marketing. Content marketing enables you to hold a conversation with your customers and prospects. It demonstrates how you relate to their problems and work towards solving them. More importantly, by sharing information you become a 'go to' company with an enhanced reputation.
We are all consumers whether buying beds for an NHS Trust or breakfast cereal and we buy from people or organisations we trust. Delivering valuable, relevant content builds that trust.
David has worked in advertising and marketing services for 30 years both client and agency side. Having worked with local, national and muliti-national clients, he set up DLH Marketing to help small organisations, owner managed businesses and those organisations without in-house marketing.