Why Aren't Your Employees Sharing Your Content?
Written by: Anja Skrba
Many of us have heard the proverb “there is nothing new under the sun,” which reminds us that no matter how ingenious our innovations, they’re almost always based on something that’s been around longer than we’ve been alive. Like many things, this logic holds true for content marketing.
The reason content marketing has been around for so long is that it works. But like any trend—technology or social—it also follows the typical S-curve of channel maturation—which means that it was most effective in its early days and has become less effective as more people jump on the bandwagon. That’s not to say, “content is dead,” but recognize that, as the environment has become saturated, for content marketing to be effective requires buy-in and distribution from multiple sources, including your in-house employees.
THE CASE FOR EMPLOYEE ADVOCACY
One particularly impactful way to increase the reach and effectiveness of your content is through employee advocacy: getting employees to share your brand’s content through their personal social media channels.
A quick look at a few stats illustrates just how powerful that can be:
- 84% of consumers say they trust recommendations from people they know more than they trust advertising. (Nielsen).
- A brand message shared on an employee’s personal social network is reshared 24 times more than when the same content is posted by the brand. (MSLGroup).
- 98% of employees use at least one social media site for personal use, of which 50% are already posting about their company (Weber Shandwick).
THE INFRASTRUCTURE IS ALREADY THERE
Taking advantage of pre-existing resources is a smart move for any business. And when it comes to pre-existing resources, your employees’ social networks are low-hanging fruit: 98% use at least one social media site. And yet, according to Weber Shandwick, only about 50% occasionally share their employers’ content.
3 REASONS WHY YOUR EMPLOYEES AREN’T SHARING YOUR CONTENT
That’s a huge gap (and opportunity), and it’s causing businesses of all sizes to ask the same question: Why?
1. They Don’t Know You Want Them To
When you live and breathe content marketing and social media, it’s easy to assume that employees know you’d be thrilled for them to share the content you’ve worked so hard to produce. But they probably don’t.
2. They Don’t Know They’re Allowed To
It wasn’t so long ago that an employee could be reprimanded—or even lose their job—for talking about their employer without authorization. That was a job for lawyers and PR pros. For many companies, it just hasn’t occurred to them to tell their employees that the rules have changed.
3. You Haven’t Asked
Even employees who aren’t worried about the repercussions of sharing public-facing company content may not realize that you want them to share content.
BUT, THERE’S AN EASY SOLUTION:
- Develop a social media policy that clearly tells employees what, when, and how they can share content. If you already have a social media policy, make sure that it is widely distributed and accessible. You may even want to include it in your onboarding for new employees.
- Encourage employees to participate. You may even want to consider an incentive program for your best “social champions.”
- If your network blocks social sites—stop. It makes no sense to ask employees to share your content only to throw barriers in their way. This may mean that you have to work with other departments like legal and IT to discuss social sharing and your business network and find a compromise that works for your organization.
The bad news is that there is more to why employees don’t share content, and that’s because it can feel spammy and weird.
DON’T MAKE IT WEIRD
Somewhere along the way, many companies deluded themselves into thinking that all employees are passionate about their product or service. Everybody at BMW must be a car fanatic, and everyone at Fine Cooking must spend every spare moment developing and testing recipes. Oh, and all their friends are just the same…right?
When you put it like that, it seems kind of silly, doesn’t it? BMW undoubtedly has HR managers whose world doesn’t revolve around cars. And Fine Cooking probably has accountants who can’t boil water. That doesn’t mean they aren’t loyal to the company; it just means that they may not spend their spare time thinking and posting about your core product. And their friends may not be interested at all.
If you want your employees to share your content, your job is not done once you’ve made your content accessible, encouraged them to share, and created a social media policy, you have to show them how to make it not spammy and weird. And that means giving them suggestions for how to put it in a context that their social network can relate to. For example:
- Data security company: Your employees’ friends might not care about the latest breach at a company they’ve never heard of—until they realize that breach might have put their personal information in some hacker’s hands. So while employees might not share a technical analysis of the breach, they would share tips on how to find out if you’re at risk and what to do about it.
- Technology company: Your employees’ friends might wonder why they’re sharing information about the difficulties in procuring rare earth elements—until they realize that those difficulties could affect their ability to buy batteries, cell phones, etc.
- Winery: Your employees’ friends might not have much interest in tannins and how they affect the taste/feel of red wine—unless you put it in the context of how to impress a date.
Your employees want to look smart, cool, connected, etc. They don’t want to spam their friends. The solution is a good dose of humility and objectivity. Ask yourself why someone outside your target market might be interested in your content. Use that insight to provide a framework or context your employees can use for social sharing. Give them a “why” that makes sense and helps them look good. That’s the best thing you can do to enlist your employees’ help in getting your content in front of as many eyeballs as possible.
Solving Your Biggest Client Issue May Be at Your Fingertips
Written by: Shileen Weber
When the American Funds’ Capital Group asked 400 advisors last year to name the biggest issues they face in their businesses, it wasn’t the DOL, market uncertainty or the economy that sat in the center of the idea cloud of answers.
It was client issues.
At a time when regulatory concerns and market turbulence would seem to be at all-time highs, the advisors who answered the survey were most concerned about servicing their clients as well as ways to find new ones and grow their businesses.
It’s one of the ironies of the business, that the things most people find so hard to manage – creating financial plans, managing assets and staying ahead of events – are what advisors find to be the easiest parts of the business. Marketing - the business of selling themselves – can be the area advisors find the hardest elements to master.
In this age of instant communication, it can be even more intimidating to market your practice, especially to younger clients for whom many traditional methods like newsletters, postcards and phone calls don’t work anymore. For them, email is the preferred way to get information, and, if it’s important, they are more likely to respond to texts, not phone calls.
But, it doesn’t have to be that hard. The digital age gives you access to ideas and content of all kinds you can use to touch your clients in a way that positions you as a valuable resource. The key is to keep it simple, stick to some basics and create consistent outreach that clients and potential clients are interested in and will appreciate you sharing with them.
Here is a common-sense approach you can take that will not require you to hire an expensive agency or take valuable time away from managing your clients’ assets and running your business.
Content is King
Create a content calendar for the year: Think about reasons to touch a client 13 times during the year – that can be once a month and on their birthday. (The common rule of sales is that it takes at least 7-13 touches to make a connection.) The number is limited and keeps you from inundating the clients who likely already feel inundated with content. You can take the seasonal approach – tax planning in the fall, January for account review content, college financing in the spring – and supplement it with topical events during the year. Creating a calendar will help you stick to a plan. Here’s one resource for a content calendar.
Review what content is already available to you: Basically, this means finding the resources you already have and determining what pieces will be most valuable to your clients. Start first by checking out content your broker-dealer already generates that you can personalize. Many firms have economists who write regularly about the market. That’s content you can pass along to keep clients up-to-date they would not have access to anywhere else. In addition to your broker-dealer, mutual funds, your clearing firm, and money managers are all excellent sources of informative and even analytical content.
Personalize the content you use: Add your name, the client’s name or some way to avoid making it feel like canned content that you are using just to check the outreach box. See what capabilities your email program may have to help you.
The birthday strategy: One advisor used clients’ birthdays in a new way. Instead of the card or lunch date, the advisor asked the client’s spouse for a list of friends he could invite to a birthday lunch and made it a memorable event that was also a soft approach to getting referrals.
Become a curator of good content: What your review will show you is that you don’t have to generate the content yourself. You can point clients to pieces you find insightful. You are likely already doing this every day just to keep yourself informed. The next step is to compile it and send out the very best pieces to your clients, again, with a note with your own thoughts about why you found it valuable.
Find out what is working and do more of it: Use your client interactions, in-person and online, to find out what types of content clients liked and any they didn’t. You can use tracking on your emails to see how many were opened as a measurement tool, but the personal interactions tend to provide more insight than raw data.
Be disciplined about your execution: Get help from an office assistant or schedule the time each month to do the content development and outreach. As any good strategy, if you make it a habit, it won’t seem so hard.
Most importantly, be yourself and be personal: You may want to regularly get personal by talking about your family and hobbies. The ultimate is if you can provide content that is personal to your clients, not just about their investments – they get that from their statements, apps and online portals. Think alma maters, hobbies, children and parents.
Of course, as a disclaimer, you have to make sure all content and communications are complying with regulations and the rules of your own broker-dealer.
The process of creating a plan will get you thinking about your clients in a new way. That exercise alone can re-energize your business and get you seeing marketing opportunities in places you may never have seen them before.
Shileen Weber is Senior Vice President of Marketing and Communications at GWG Holdings. She was previously Director of Online Strategy and Client Experience at RBC Wealth Management, where they placed first in two JD Power and Associates U.S. Full Service Investor Satisfaction Study (2011 and 2013).
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