Recommendation Marketing in the Peer Group
The peer group helps individuals to find their way in the environment by seeking advice, tips, personal recommendations and information on products and services of all kinds.
The most important thing that distinguishes a peer group is the trust that the individual places in it. As a result of the social media, the network of customers and consumers has grown. If no one you know has a tip, you just ask the two billion active Facebook users or click your way through rating portals.
Recommendation marketing has always been the best way to win new customers, because around 50 percent of German consumers consider recommendations based on personal experience when making purchasing decisions. And this is exactly what can be used in a profitable way with employee branding.
Better Content Marketing through Employee Branding
Of course, this is not possible with advertising, but with content marketing. Many companies have now recognized that high-quality content is more convincing than flat advertising messages, and they also rely on a corresponding strategy for communication. It doesn’t matter whether you choose informative, advisory or entertaining content – what is important is an attractive and credible storytelling. At vibrio, we develop storytelling tailored to your needs – over 27 years of experience in PR and communication management help us to achieve this. The possibilities are almost inexhaustible and range from blogs and videos to podcasts.
But the principle of content marketing does not stop with the creation and publication. The spreading in the Internet is the supreme discipline, because nevertheless world-wide over 860 million web pages exist – tendency rising. In order to assert themselves, companies also spread the content on Facebook, Twitter, Linkedin and Co. But there they struggle with declining organic reach and low interactivity rates.
This is where employee branding comes in, as it uses the social media gravitational field of employees. Depending on the project, they can address far more than ten times the combined reach of all company profiles.
The Social Media Gravity Field
People always interact and communicate in social media. Even though company profiles are now offered on the platforms and cooperation is encouraged, the mechanisms and functions are basically oriented towards a personal profile and its contacts. The social contacts – or even the potential customers and prospective customers – on a social network belong thus to the employees.
The possibility to distinguish between a private and a professional profile is hardly offered by one of the platforms and the creation and administration of several profiles is tedious. Therefore, the private networks of employees exert a certain attraction on companies: Only those who land there with their messages achieve the necessary reach for their content marketing strategy and can avoid the flood of information with the help of recommendation marketing.
The challenge: The online world is too fast for approval processes like those used in other areas of marketing communication. Those who allow employees to talk about the company and its offers lose control. It is therefore necessary to develop social media guidelines that form the basis for the dissemination of content. In addition, within the framework of the employee branding strategy, the company can provide employees with targeted content that is to be promoted. To this end, those responsible can rely on smart tools and cooperation with an external partner.
Employee Branding with Vibrio and Smarp
A Successful Content Marketing Strategy Needs Employee Branding
In order to assert yourself as a company in the market, you need a communication strategy that does justice to the latest developments. Employee branding is a further building block, alongside content marketing and storytelling.
We work with you and your employees to develop a strategy that will enable you to be successful. As the person responsible for communication, as a brand and thus also as a company.
Use the gravitational field of your employees’ social networks and multiply the reach of your own channels – without any advertising budget.
Increase your credibility by turning your employees into brand ambassadors and strengthen your loyalty to your company.
We would be happy to advise you on this in a telephone call or personal conversation – just contact us.
This post is also available in: German