How Employees Can Act as Influencers in B2B Marketing

How Employees Can Act as Influencers in B2B Marketing

The concept of influencer marketing has evolved significantly from when I was a ‘mummy blogger’ back in 2011. Back then I was working with highstreet brands to promote their ranges to my combined blog readers and social following. Now it’s evolved to include single channel influencers and even those with a far smaller, yet niche, audience. For B2B companies, an untapped goldmine of nano influencers may be found within their own workforce. Employees, who are knowledgeable and passionate about their company’s products and services, can become powerful advocates.

What are Employee Nano Influencers?

Nano influencers typically have a social media following ranging from 1,000 to 10,000 followers. They are often more relatable and trusted by their audience compared to larger influencers. When employees act as nano influencers, they bring authenticity and credibility that can significantly enhance a company’s marketing efforts. Their insights and firsthand experiences with the products or services add a layer of genuineness that external influencers might well lack​.

The Benefits of Employee Nano Influencers in B2B Marketing

1. Authenticity and Trust

Employees who share their experiences and insights about the company’s offerings provide authentic and trustworthy content. In the B2B sector, where decision-making is driven by trust and credibility, employee advocacy can play a crucial role. When employees talk about their company’s products or services, their words carry the weight of real, hands-on experience, making their endorsements highly credible.

2. Higher Engagement Rates

Employee-generated content tends to have higher engagement rates because it comes from real people who are passionate about their work and skillset. Their posts are more likely to resonate with audiences, leading to increased likes, shares, and comments because their followers are likely in the same line of work and share that passion. This higher engagement is vital for B2B companies aiming to foster deeper connections and drive more meaningful interactions with potential clients​​.

3. Cost-Effectiveness

Leveraging employees as nano influencers is a cost-effective strategy. Unlike traditional influencer marketing, which can be expensive, employee advocacy programs primarily involve internal resources. Encouraging employees to share content can significantly reduce marketing costs while still achieving substantial reach and impact​.

4. Expertise and Insight

Employees, especially those in client-facing or technical roles, possess a deep understanding of the products or services they promote. This expertise allows them to create highly relevant and insightful content that can educate and inform potential clients. Their knowledge can position the company as a thought leader in the industry, attracting more qualified leads​​.

Strategies for Implementing an Employee Advocacy Program

1. Develop a Clear Advocacy Program

Creating a structured employee advocacy program is the first step. This includes defining goals, identifying key performance indicators (KPIs), and establishing guidelines for content sharing. Clear guidelines ensure that employees understand what is expected of them and how they can contribute to the company’s marketing efforts​.

2. Provide Training and Resources

Equip employees with the necessary tools and training to become effective advocates. This can include social media training, content creation workshops, and access to a library of shareable content (we can help you set this up and support the creation). Providing these resources helps employees feel confident and empowered to share their experiences and insights​​.

3. Encourage Genuine Participation

Encourage employees to share content that is genuine and reflective of their personal experiences. Authenticity is key to building trust with the audience. Allow employees to use their voice and style when creating content, as this will resonate more with their followers compared to scripted posts​​.

4. Recognise and Reward Participation

Recognising and rewarding employees for their advocacy efforts can motivate them to participate actively. This can include shout-outs in company meetings, featuring their content on the company’s social media channels, or offering incentives such as gift cards or extra time off. Recognition reinforces the value of their contributions and encourages ongoing participation​​.

5. Monitor and Measure Success

Track the performance of your employee advocacy program by monitoring engagement rates, website traffic, lead generation, and conversions. Use analytics tools to measure the impact of employee-generated content and adjust strategies as needed. Regularly reviewing these metrics helps refine the program and ensures it continues to align with the company’s marketing goals​​.

Ready to Get Involved?

By developing a structured employee advocacy program, providing necessary resources, and encouraging genuine participation, B2B companies can harness the power of their workforce to drive meaningful engagement and achieve their marketing goals. Embracing employee advocacy not only enhances marketing efforts but also fosters a sense of community and pride within the organisation, creating a win-win scenario for all involved.

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