“People buy from people”, as the old sales adage goes. But the idea that people are more likely to buy from someone they know or have built a relationship with is still relevant in today’s social media age.
LinkedIn is a perfect example. More B2B tech brands than ever are initiating content strategies on LinkedIn, with 85% of B2B content marketers identifying the platform as delivering the best value. And while posts from B2B brands can generate engagement and leads, main feeds for users are often populated by insights from thought leaders and industry experts.
Credibility counts for a lot when you are a B2B company in the tech sector with a new product or service. It’s why endorsements by acknowledged industry gurus on LinkedIn are gold dust. That’s true whether they are bigging you up outright in posts or if it is more subtle – in mentions, links and tags. It’s all great to have. But like gold dust, endorsements from major industry figures can be hard to come by and their impact can be time-limited. For increased visibility and more sustained effect, B2B tech brands should think about putting their own people at the forefront.
Driving engagement
Employees make great advocates and persuaders. When they share content, insights or personal experiences from their own profiles, it can feel more authentic than traditional corporate messaging – depending of course on how they word it. User-generated content in the form of employee advocacy is a powerful way to drive engagement. For a start, many employees have networks that extend beyond their company’s following. What they write or post will reach a wider audience that already knows them and can gauge their credibility.
At the same time, when employees speak positively about their work environment, it strengthens the company’s reputation. The overall impact of user-generated content on LinkedIn increases significantly when the business itself starts reposting what its employees have to say. That could be about how a product helps customers overcome a common industry challenge, or it could be about why they like working for the company. According to LinkedIn, employees make up about 30% of their company’s engagement.
However, for it to be effective, employee advocacy should be voluntary and supported by a culture where staff feel confident in sharing their perspectives.
Encouraging employee advocacy the right way
Brands can play a role in encouraging advocacy from staff, ensuring it hits the right marks by drawing on the expertise of dedicated social media experts. For example, employees need to use convincing language. They should avoid repeating sales slogans parrot-fashion or making claims that have no basis in reality. Everyone benefits from a dose of boosterism but that can only go so far. Employees may need help to achieve the right tone. What’s important is to keep each person’s individuality. But it’s not as if every single post has to be minutely re-crafted by teams of influencers.
There are, however, definite advantages in using professionals who know how to use social media – and especially LinkedIn – in the B2B tech market. They can advise on the use of images and video as well as text. They can devise schedules of relevant content with the right kind of insight that colleagues can leverage on their own channels.
If you would like to find out more about how Whiteoaks’ social media team can help you build great content from your employees into your social strategy, get in touch with us now.
