Why Your Marketing Team Should Not Be the Only One Promoting Your Brand

Traditional marketing, as we all know, often involves organisations enlisting their marketing department to solely promote their brands offerings. This is all well and good for; email marketing, channel marketing, PR news, SEO, etc. But are you missing out on an opportunity by not involving other employees and advocates when sharing your brand messages and content on social media?

With the increased prominence of social media in today's world, I am sure some of your marketing efforts involve using this channel to promote your brand. Let's face it, your target audience are on social media, so why would you not want to use it to attract potential consumers' attention? The tricky bit however, is cutting through the noise of your competitors, and being highly visible for all to see. But when your brand content only appears on your company page it can be extremely difficult to achieve. This means your potential reach could be rather limited.

Employees have a voice too…and feet on the street!

This is where your employees come in, and I don't mean solely your marketing department. What about your technical employees, or your sales staff? They have Twitter and LinkedIn accounts too!

To put this into perspective, by enabling your sales staff to share your content on their social networks, they can enhance their social relationships with potential customers and buyers. Many brands such as F5 Networks, count this as the first stage of the buying cycle. Your sales employees are influencing potential customers' buying decisions. This will be beneficial for your brand from an increased revenue standpoint and for your employees from an increased visibility and recognition point of view. Win, win for all!

And what's more you can increase your brand's potential reach dramatically. Your techy employees will also benefit from becoming trusted advisors in their field, benefiting the status of your company. With so many brands now enabling their employees to share their content, unfortunately, if you are not one of them you soon will be left far behind the others.

Don't forget your other brand advocates too!

For those who sell through channel partners, i.e. resellers, dealers, retailers, the same applies to these advocates. They too have huge social networks of followers, all avid for news about your brand.

Make sure you involve them in your marketing. Make sure you share your rich content with them and enable them to leverage this to drive customer demand. As for many of our customers such as Microsoft and Adobe, syndicating content via social media to these partners can dramatically influence buyers and generate clicks to your website; it can also can bring huge rewards in terms of partner satisfaction and engagement.

How to share your content with employees and other advocates?

The trick here is to make it really easy for your partners and employees to find and share your content. By investing in a social media collaboration platform, your advocates will receive a notification email informing them of your news/ social media posts.

All they need to decide is whether to edit or use the pre-selected posts you have created as they are. You will have already selected the time and date you wish the post to be sent out to. You can also discontinue posts to ensure you don't run out-of-date promotions. Why make it more difficult than it needs to be for your advocates?

Another benefit of using a social media collaboration platform is, you have full control of the content shared to your advocates. This ensures consistency and compliance is maintained.

So if you are not yet doing this, it's about time you started, or you'll never reach a wide audience, or receive the recognition you deserve

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Original source: Why Your Marketing Team Should Not Be the Only One Promoting Your Brand.
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