Businesses have invested a significant amount of resources trying to leverage external advocates to help propel their marketing efforts, but many are starting to realize that their own internal advocates can be much more effective.
In general, brand advocates have the unmatched ability to boost your social media efforts and reach while propelling your marketing strategies beyond what your company could achieve on its own. Many organizations look to outside advocates and influencer marketing to take advantage of their following, but that’s not always the right course of action. In fact, internal advocates have a leg up on their external counterparts in many respects.
Internal advocates are employees within your company who promote your brand through social media. They could be doing this on their own or be part of an organization-wide employee advocacy program. External advocates, also known as influencers, are folks who lie outside of the confines of your company umbrella but are doing their part to promote your brand as well.
While there’s hardly such thing as bad promotion, your internal advocates certainly have advantages over their counterparts.
Your internal advocates are a wealth of potential, and their benefits over external advocates make it a worthwhile investment in time and effort. Think of it this way: Your employees become the product when they’re acting as advocates on behalf of your brand. Customers already trust them as a more honest source than the brand itself, and when employees advocate for the brand, they’re in essence selling themselves as the product. An external advocate simply can’t wield that power as an outside source.
While taking advantage of an outside advocate through an influencer marketing strategy looks appealing because of their large following, it’s usually not the best option compared to an employee advocacy program.
Your combined workforce also has a larger following, further reach, and more minds working towards the same goal than one outside influencer. They can each use their own area of expertise and background to speak to different audiences. One influencer may not be able to sway as many different audiences as your employees.
Ramin Edmond is a Content Strategist for GaggleAMP. He oversees the company's editorial calendar and all its digital content including blogs, case studies, and press releases. Outside of work, Ramin likes to run, hike, and take pictures of Boston's best views. You can get in touch with Ramin at REdmond@GaggleAMP.com, or connect with him on LinkedIn.
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