Brand Advocacy: Definition, Importance, Challenges in 2021

Brand Advocacy: Definition, Importance, Challenges and Best Practices:

Brand Advocacy can be one of the most powerful ways to build brand awareness, generate new leads, attract new customers, attract and hire new candidates.

Additionally, Weber Shandwick found that approximately 21% of employees within organizations are trademarked and another 33% maybe. However, some organizations do not yet know how to achieve this great potential.

In this blog post, we explore the importance of brand promotion and best practices for creating, launching, and managing a successful brand promotion initiative.

What is brand advice?

Brand advocacy is a term used to describe the actions of people who love your brand and continuously support your organization and promote products and services to new and potential customers.

Branding programs make your business visible to a wider audience, increase brand awareness and increase revenue by eliminating the costs associated with other traditional marketing campaigns.

Lawyers in your organizations can therefore be of great importance to your company.

Who can be a brand attorney?

A brand advocate can be anyone who participates in brand promotion campaigns and thus supports the growth of your business.

The four most common groups of brand advocates are:

• Employees: Your employees are better informed about your existing products and services and can therefore be your best advocates. In addition, large organizations can reach a much wider audience by encouraging their employees to participate in advocacy programs.

• Business Partners: Strong partnerships and partner programs can also be an excellent resource for increasing customer and brand awareness.

Influencers: Influencers are well-known people with a large following on various online platforms such as social media. Many organizations hire influencers to help them generate more visibility and sales.

• Customers: Having customers as supporters can be a lucrative and influential marketing tactic. Since many prospects rely on existing customer conversations and verbal discussions, customer advocacy is a powerful way to attract and close new customers.

While it’s great to have all of these groups as brand advocates, it’s very hard to reach. Influencers can be costly and customers can struggle to get involved in branding programs.

On the other hand, employees are often seen as the best brand advocates when it comes to retailers and corporate brands. Starting a simple employee advocacy program in your organization can help you achieve better business outcomes.

Brand Importance Challenges

In this blog, you will learn more about the benefits of brands. While organizations are well aware of these benefits, they still struggle to establish, implement, initiate and manage successful advocacy programs.

The following image shows the most common brand promotion challenges, such as issues motivating employees to participate, inability to measure the success of brand promotion programs, lack of employee acquisition and leadership, and inadequate defense technology.

How do you set up a successful brand advocacy program?

LinkedIn has found that employees of a company have ten times more followers than the company itself. While only 2% of employees share their posts on social media, they are responsible for 20% of total engagement.

Therefore, many organizations and marketing professionals are looking for ways to encourage their employees and other stakeholders, such as partners, contractors, and consultants, to participate in their branding programs. However, organizations need to have well-designed branding strategies to get the most out of their engagement.

Let’s take a look at some of the best practices for creating, launching, and managing brand advocacy programs.

1. Communicate the benefits of building trust and creating a sense of purpose

One of the key prerequisites for successful branding programs is obtaining the consent of employees and other interested parties through appropriate internal communications.

Marketing professionals, who are often responsible for managing advocacy initiatives, are tasked with explaining the benefits of brands to strengthen employees’ personal brands and help their business as a whole.

2. Establish policies and train your supporters

While younger generations like Generation Y and Generation Z trust social media, others don’t. Many employees may not even know how and what to share externally. That is why it is important to have defense training and guidance.

Organize short training sessions and internal marketing campaigns to make sure everyone is aware of the policies, dos and don’ts, and goals of your brand promotion programs.

3. Define goals, objectives, and policies

Any advocacy initiative should have clear goals and objectives to keep employees and other stakeholders aligned. These goals vary depending on the department initiating the program. Whether it’s sales, marketing, or HR, stakeholders need to understand the latest defense KPIs.

Some of the specific goals and objectives your program can pursue include:

• Increase your company’s LinkedIn followers by X%

• Increase website traffic by X%

• Increase social engagement by X%

• Increase the number of MQL or SQL by X%

• Increase the number of qualified candidates by X%

• Increase the number of Glassdoor scans by X%

4. Create and deliver compelling internal content

The more engaging your internal content, the more engaged your fans will be. Today they do not consume or share any kind of content. Therefore, the key to choosing engaging, fun, and relevant content is the key to engaging your fans in your branding programs.

Sections using advocacy programs should have different content strategies, which should test different content formats like photos, infographics, videos, webinars, podcasts, and other formats that their fans really want to share.

However, many organizations still lack access to the right tools and applications to enable employees to get the most out of their advocacy programs.

5. Reach the right audience

Not all of the content you create in-house is relevant to all of your fans. That’s why you should be aware of your fan networks when creating content that you want to expand externally. In other words, you need content localization!

Employees from different departments, in different functions, their contractors, or external partners must have access to content that is relevant to them. The segmentation of internal target groups is essential to promote their ongoing engagement. It also enables your advocacy program down to the corporate level.

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