MARKETING
Employee-Generated Content: Tips To Inspire Interest
There never seems to be enough resources to execute all your killer content marketing ideas, does there?
No matter how large and prolific your team of creators, how efficient your creative processes are, or how ample your outsourcing budget is, too many great content ideas are left on the drawing board. Meanwhile, you’ve got an increasing number of gaps to fill with engaging stories across multiple platforms.
Fortunately, a solution is sitting practically under your nose: Enlist the assistance of fellow employees – including internal subject matter experts (SMEs) and colleagues in sales, customer support, and other functional departments.
Have content gaps to fill? Enlist the assistance of employees outside the #ContentMarketing team, says @joderama via @CMIContent. Click To Tweet
Read on for tips on how to activate their interest, overcome common objections, and reap the rewards of having a wellspring of employee-generated content (EGC) at your disposal.
Tip 1: Provide process clarity and examples of success
Enlisting colleagues outside of marketing to help with content creation can be a big ask, if not a downright imposition. To make the request more palatable, set clear expectations and establish a framework for their participation. Use your process to solicit content from external industry experts or social community members to inform the EGC process.
Knowing in advance exactly what they’ll be asked to do and the time it will take can help reassure them they aren’t committing to something they don’t have the bandwidth to fulfill.
As part of their employee-centric LinkedIn evangelist program, B2B podcast company Sweet Fish created an internal document outlining requirements for participating, detailing what the commitment involves, and informing them of the benefits to both brand and employee. Those who join the evangelist program receive personalized brand development and content training and information on LinkedIn best practices.
It’s also helpful to provide examples of EGC efforts that performed well, so new contributors can get a feel for the types of content, tone, and voice used in their efforts.
@SweetFishMedia created an internal document outlining the requirements to help employees participate in its @LinkedIn evangelist program, says @joderama via @CMIContent. Click To Tweet
In a LinkedIn post on how SaaS business Chili Piper activates its sales development reps (SDRs) as brand evangelists on social media, they point to a team member’s contribution. The SDR’s post generated strong engagement and inspired other employees to post similar content on their own profiles. (Special thanks to Emily Brady for sharing this example.)
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Tip 2: Provide tools, support, and training
Employees might raise objectives, such as they don’t have strong writing skills or they aren’t creative. While experience crafting quality copy certainly helps, EGC doesn’t need to be polished and perfected – or even in written form – to be an effective marketing vehicle.
To help reluctant contributors upskill and gain confidence in their writing abilities, consider providing support through these approaches:
- Invite them to the creative’s table: Ask interested colleagues to attend your editorial planning meetings and creative brainstorms. They can get a feel for your processes and goals and get a chance to weigh in with their ideas. Being “in the room where it happens” can deepen their interest and investment in bringing new content to life.
- Use technology to sharpen their skills: Experienced content marketers aim for technical precision when crafting copy. But it’s unrealistic to expect EGC creators to memorize the AP Style Guide before contributing content. Reassure colleagues that their writing skills can be developed and enhanced with the help of headline generators, apps like Grammarly and Hemmingway, fact-checking tech like Nexis for Media and Meedan, and other writing support tools. They’re easy to use, and many of them are available for free.
- Point them to training opportunities: If your company offers a career development program, aspiring creators may have access to writing classes, creative workshops, photography and videography training, and other educational resources. That can include free access to LinkedIn Learning courses, Udemy classes, or even internal training tools. Document the opportunities and post them on your internal newsletter, intranet portal, or Slack channel. It is an excellent way to let colleagues know your team welcomes their content contributions and wants them to feel prepared for the task.
- Create tutorials and guides: If no formal employee education program exists, try the DIY route: Ask your content team to write, screen-capture, or film the process as they do their next blog post, newsletter article, expert interview, or social content. Seeing how it’s done teaches colleagues the best practices and guidelines. This content also can be repurposed into brand-relevant lessons, such as tip sheets, how-to demos, and other behind-the-scenes stories to share on customer-facing platforms.
The CMI editorial team is always refining the guest blogging guidelines to onboard new contributors – internal and external. We include successful posts as models and educate writers on the kinds of submissions we accept. We also curated some of our best writing tips and advice from existing articles to produce an e-book on the secrets of successful content creation. We shared it with other teams across our enterprise.
CMI shares writing tips to help less-experienced creators succeed.
Tip 3: Make content creation easy and organic to their experiences
If aspiring contributors still feel intimidated, you can develop more ways for them to contribute to the content marketing cause. For example, if employees already post brand-friendly content on their social streams, downgrade your ask to create content to a request to share content.
If employees aren’t ready to create original brand-friendly #Content, ask them to share the company’s content, says @joderama via @CMIContent. Click To Tweet
For example, Reebok used #fitasscompany on Instagram to provide a space for its employees to share photos from their personal workouts and other active hobbies.
Brands like Dunkin Donuts actively encourage employees to capture and post informal photos and videos of themselves during their workday using #DunkinCrewAmbassador. The company frequently reshares those posts on its official TikTok and Instagram profiles.
@clairerottman Popping bubbles coming soon @dunkin #dunkin #boba #dunkincrewambassador ♬ original sound – Claire Bear
Sephora makes it even easier for employees to play a role in creating the brand’s Instagram content: The company conducts employee profile interviews and shares snippets on its Sephoralife account, using #EmployeeSpotlight.
Not only do these approaches make it easy for non-writers to collaborate on content, but they tell a more personal and relatable brand story that tightly controlled and scripted content can’t.
Of course, it also takes less time on the interviewed employees’ part. This tip may not add more stories to your content calendar, but the subsequent amplification assistance from the employee can make a big impact on your brand’s reach, search rankings, and content performance.
Working with internal communication tools like EveryoneSocial, SocialWeaver, Bambu, and Hootsuite Amplify can help streamline the process. Use them to automatically distribute your freshly published assets to willing “content deputies” who can share those stories with a few clicks. Some such tools even provide scheduling capabilities, feedback surveys, and gamification features to make the experience more convenient and engaging for contributors.
Tip 4: Fuel their creative journey and provide an outlet to share personal passions
Employee-generated content doesn’t need to be about your company to further your content goals. Shifting the storytelling focus from brand to personal experiences of the workforce can result in relatable, empathetic, and engaging content.
One way to do this is to leverage team outings and events as a source of relevant, authentic brand stories. If your company hosts off-site retreats, allows colleagues to attend industry conferences, or organizes volunteer opportunities, consider splurging on a couple of disposable digital cameras or a photo booth or lending a few smartphones. These tools give employees everything they need to capture spontaneous moments of camaraderie and interactions throughout the day. They can livestream or post them on Instagram, Facebook, Twitter, or TikTok.
On a smaller scale, you can organize a happy hour or host a cross-team trivia contest (live or virtual) to give colleagues something fun to talk about. Or approach individual colleagues who have exciting roles, unusual hobbies, or have taken part in unique work opportunities that your audience might be interested in. Ask to interview them or for them to snap and share a selfie or write a summary of their experience that your team can polish up and publish.
Look at this recent post on the We Are Cisco blog from a team member who moved to the United Kingdom as part of the company’s employee rotation program. It gave the author a chance to tell a personally meaningful story – one that Cisco also can use for its recruiting efforts.
Team members share personal stories about their brand experience on the We Are Cisco blog.
Tip 5: Incentivize, celebrate, and recognize
For some team members, the chance to share their knowledge and exercise their creative skills are all the motivation they need to jump on the EGC train. But others might need to know WIFM (What’s In it For Me?). You need to give them a more compelling reason to participate.
Take a page from Walmart’s playbook and offer an incentive. On its employee-centric Instagram account WalmartSocialChamps, the company recently launched an associate video contest to solicit more brand-friendly visual stories from its workforce. In addition to offering a prize (a free trip to its Associate Week event), Walmart made it easy to enter by providing starter ideas, animation assets, filming tips, and posting instructions.
If a sweepstakes is too much for your marketing, provide rewards like gift cards or company swag. If your budget is non-existent, offer public gratitude and recognition. Here are a few ways to do that:
- Give a shoutout: After sharing the content they created, post a word of thanks or image of gratitude. Tag their personal social profiles or link to their personal website (with their consent). Not only is it a nice thing to do, it can raise their industry profile, grow their personal brands, and help them connect with others in their chosen communities to further their careers or achieve other personal goals.
- Invite them as a featured guest on your team’s Twitter chats, webinars, podcasts, or livestream video shows: If their initial content asset references a personal passion, hobby, or specialized skill, they might relish the opportunity to continue the conversation and connect with others who share their interests.
- Nominate them for company awards and recognition programs: It rarely hurts to raise HR and management team awareness of a colleague’s above-and-beyond efforts to support your brand, and it may even help get their name on the short list when their applying for an internal role or are up for a promotion.
EGC formula: Enlist, empower, and activate
The everyday responsibilities of co-workers outside the content team might not have a creative focus, but that doesn’t mean they aren’t ready, willing, and able to show off their knowledge, lend you their talents, and spread their enthusiasm for your brand. Often, all they need is some direction, encouragement, and the right motivation to get them started.
Please note: All tools included are suggested by the author. Feel free to include additional tools in the comments (from your company or ones that you have used).
Cover image by Joseph Kalinowski/Content Marketing Institute
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MARKETING
Tinuiti Marketing Analytics Recognized by Forrester
Rapid Media Mix Modeling and Proprietary Tech Transform Brand Performance
Tinuiti, the largest independent full-funnel performance marketing agency, has been included in a recent Forrester Research report titled, “The Marketing Analytics Landscape, Q2 2024.” This report comprehensively overviews marketing analytics markets, use cases, and capabilities. B2C marketing leaders can use this research by Principal Analyst Tina Moffett to understand the intersection of marketing analytics capabilities and use cases to determine the vendor or service provider best positioned for their analytics and insights needs. Moffett describes the top marketing analytics markets as advertising agencies, marketing dashboards and business intelligence tools, marketing measurement and optimization platforms and service providers, and media analytics tools.
As an advertising agency, we believe Tinuiti is uniquely positioned to manage advertising campaigns for brands including buying, targeting, and measurement. Our proprietary measurement technology, Bliss Point by Tinuiti, allows us to measure the optimal level of investment to maximize impact and efficiency. According to the Forrester report, “only 30% of B2C marketing decision-makers say their organization uses marketing or media mix modeling (MMM),” so having a partner that knows, embraces, and utilizes MMM is important. As Tina astutely explains, data-driven agencies have amplified their marketing analytics competencies with data science expertise; and proprietary tools; and tailored their marketing analytics techniques based on industry, business, and data challenges.
Our Rapid Media Mix Modeling sets a new standard in the market with its exceptional speed, precision, and transparency. Our patented tech includes Rapid Media Mix Modeling, Always-on Incrementality, Brand Equity, Creative Insights, and Forecasting – it will get you to your Marketing Bliss Point in each channel, across your entire media mix, and your overall brand performance.
As a marketing leader you may ask yourself:
- How much of our marketing budget should we allocate to driving store traffic versus e-commerce traffic?
- How should we allocate our budget by channel to generate the most traffic and revenue possible?
- How many customers did we acquire in a specific region with our media spend?
- What is the impact of seasonality on our media mix?
- How should we adjust our budget accordingly?
- What is the optimal marketing channel mix to maximize brand awareness?
These are just a few of the questions that Bliss Point by Tinuiti can help you answer.
Learn more about our customer-obsessed, product-enabled, and fully integrated approach and how we’ve helped fuel full-funnel outcomes for the world’s most digital-forward brands like Poppi & Toms.
The Landscape report is available online to Forrester customers or for purchase here.
MARKETING
Ecommerce evolution: Blurring the lines between B2B and B2C
Understanding convergence
B2B and B2C ecommerce are two distinct models of online selling. B2B ecommerce is between businesses, such as wholesalers, distributors, and manufacturers. B2C ecommerce refers to transactions between businesses like retailers and consumer brands, directly to individual shoppers.
However, in recent years, the boundaries between these two models have started to fade. This is known as the convergence between B2B and B2C ecommerce and how they are becoming more similar and integrated.
Source: White Paper: The evolution of the B2B Consumer Buyer (ClientPoint, Jan 2024)
What’s driving this change?
Ever increasing customer expectations
Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels.
Forrester, 68% of buyers prefer to research on their own, online . Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels
Technology and omnichannel strategies
Technology enables B2B and B2C ecommerce platforms to offer more features and functionalities, such as mobile optimization, chatbots, AI, and augmented reality. Omnichannel strategies allow B2B and B2C ecommerce businesses to provide a seamless and consistent customer experience across different touchpoints, such as websites, social media, email, and physical stores.
However, with every great leap forward comes its own set of challenges. The convergence of B2B and B2C markets means increased competition. Businesses now not only have to compete with their traditional rivals, but also with new entrants and disruptors from different sectors. For example, Amazon Business, a B2B ecommerce platform, has become a major threat to many B2B ecommerce businesses, as it offers a wide range of products, low prices, and fast delivery
“Amazon Business has proven that B2B ecommerce can leverage popular B2C-like functionality” argues Joe Albrecht, CEO / Managing Partner, Xngage. . With features like Subscribe-and-Save (auto-replenishment), one-click buying, and curated assortments by job role or work location, they make it easy for B2B buyers to go to their website and never leave. Plus, with exceptional customer service and promotional incentives like Amazon Business Prime Days, they have created a reinforcing loyalty loop.
And yet, according to Barron’s, Amazon Business is only expected to capture 1.5% of the $5.7 Trillion addressable business market by 2025. If other B2B companies can truly become digital-first organizations, they can compete and win in this fragmented space, too.”
If other B2B companies can truly become digital-first organizations, they can also compete and win in this fragmented space
Joe AlbrechtCEO/Managing Partner, XNGAGE
Increasing complexity
Another challenge is the increased complexity and cost of managing a converging ecommerce business. Businesses have to deal with different customer segments, requirements, and expectations, which may require different strategies, processes, and systems. For instance, B2B ecommerce businesses may have to handle more complex transactions, such as bulk orders, contract negotiations, and invoicing, while B2C ecommerce businesses may have to handle more customer service, returns, and loyalty programs. Moreover, B2B and B2C ecommerce businesses must invest in technology and infrastructure to support their convergence efforts, which may increase their operational and maintenance costs.
How to win
Here are a few ways companies can get ahead of the game:
Adopt B2C-like features in B2B platforms
User-friendly design, easy navigation, product reviews, personalization, recommendations, and ratings can help B2B ecommerce businesses to attract and retain more customers, as well as to increase their conversion and retention rates.
According to McKinsey, ecommerce businesses that offer B2C-like features like personalization can increase their revenues by 15% and reduce their costs by 20%. You can do this through personalization of your website with tools like Product Recommendations that help suggest related products to increase sales.
Focus on personalization and customer experience
B2B and B2C ecommerce businesses need to understand their customers’ needs, preferences, and behaviors, and tailor their offerings and interactions accordingly. Personalization and customer experience can help B2B and B2C ecommerce businesses to increase customer satisfaction, loyalty, and advocacy, as well as to improve their brand reputation and competitive advantage. According to a Salesforce report, 88% of customers say that the experience a company provides is as important as its products or services.
Market based on customer insights
Data and analytics can help B2B and B2C ecommerce businesses to gain insights into their customers, markets, competitors, and performance, and to optimize their strategies and operations accordingly. Data and analytics can also help B2B and B2C ecommerce businesses to identify new opportunities, trends, and innovations, and to anticipate and respond to customer needs and expectations. According to McKinsey, data-driven organizations are 23 times more likely to acquire customers, six times more likely to retain customers, and 19 times more likely to be profitable.
What’s next?
The convergence of B2B and B2C ecommerce is not a temporary phenomenon, but a long-term trend that will continue to shape the future of ecommerce. According to Statista, the global B2B ecommerce market is expected to reach $20.9 trillion by 2027, surpassing the B2C ecommerce market, which is expected to reach $10.5 trillion by 2027. Moreover, the report predicts that the convergence of B2B and B2C ecommerce will create new business models, such as B2B2C, B2A (business to anyone), and C2B (consumer to business).
Therefore, B2B and B2C ecommerce businesses need to prepare for the converging ecommerce landscape and take advantage of the opportunities and challenges it presents. Here are some recommendations for B2B and B2C ecommerce businesses to navigate the converging landscape:
- Conduct a thorough analysis of your customers, competitors, and market, and identify the gaps and opportunities for convergence.
- Develop a clear vision and strategy for convergence, and align your goals, objectives, and metrics with it.
- Invest in technology and infrastructure that can support your convergence efforts, such as cloud, mobile, AI, and omnichannel platforms.
- Implement B2C-like features in your B2B platforms, and vice versa, to enhance your customer experience and satisfaction.
- Personalize your offerings and interactions with your customers, and provide them with relevant and valuable content and solutions.
- Leverage data and analytics to optimize your performance and decision making, and to innovate and differentiate your business.
- Collaborate and partner with other B2B and B2C ecommerce businesses, as well as with other stakeholders, such as suppliers, distributors, and customers, to create value and synergy.
- Monitor and evaluate your convergence efforts, and adapt and improve them as needed.
By following these recommendations, B2B and B2C ecommerce businesses can bridge the gap between their models and create a more integrated and seamless ecommerce experience for their customers and themselves.
MARKETING
Streamlining Processes for Increased Efficiency and Results
How can businesses succeed nowadays when technology rules? With competition getting tougher and customers changing their preferences often, it’s a challenge. But using marketing automation can help make things easier and get better results. And in the future, it’s going to be even more important for all kinds of businesses.
So, let’s discuss how businesses can leverage marketing automation to stay ahead and thrive.
Benefits of automation marketing automation to boost your efforts
First, let’s explore the benefits of marketing automation to supercharge your efforts:
Marketing automation simplifies repetitive tasks, saving time and effort.
With automated workflows, processes become more efficient, leading to better productivity. For instance, automation not only streamlines tasks like email campaigns but also optimizes website speed, ensuring a seamless user experience. A faster website not only enhances customer satisfaction but also positively impacts search engine rankings, driving more organic traffic and ultimately boosting conversions.
Automation allows for precise targeting, reaching the right audience with personalized messages.
With automated workflows, processes become more efficient, leading to better productivity. A great example of automated workflow is Pipedrive & WhatsApp Integration in which an automated welcome message pops up on their WhatsApp
within seconds once a potential customer expresses interest in your business.
Increases ROI
By optimizing campaigns and reducing manual labor, automation can significantly improve return on investment.
Leveraging automation enables businesses to scale their marketing efforts effectively, driving growth and success. Additionally, incorporating lead scoring into automated marketing processes can streamline the identification of high-potential prospects, further optimizing resource allocation and maximizing conversion rates.
Harnessing the power of marketing automation can revolutionize your marketing strategy, leading to increased efficiency, higher returns, and sustainable growth in today’s competitive market. So, why wait? Start automating your marketing efforts today and propel your business to new heights, moreover if you have just learned ways on how to create an online business
How marketing automation can simplify operations and increase efficiency
Understanding the Change
Marketing automation has evolved significantly over time, from basic email marketing campaigns to sophisticated platforms that can manage entire marketing strategies. This progress has been fueled by advances in technology, particularly artificial intelligence (AI) and machine learning, making automation smarter and more adaptable.
One of the main reasons for this shift is the vast amount of data available to marketers today. From understanding customer demographics to analyzing behavior, the sheer volume of data is staggering. Marketing automation platforms use this data to create highly personalized and targeted campaigns, allowing businesses to connect with their audience on a deeper level.
The Emergence of AI-Powered Automation
In the future, AI-powered automation will play an even bigger role in marketing strategies. AI algorithms can analyze huge amounts of data in real-time, helping marketers identify trends, predict consumer behavior, and optimize campaigns as they go. This agility and responsiveness are crucial in today’s fast-moving digital world, where opportunities come and go in the blink of an eye. For example, we’re witnessing the rise of AI-based tools from AI website builders, to AI logo generators and even more, showing that we’re competing with time and efficiency.
Combining AI-powered automation with WordPress management services streamlines marketing efforts, enabling quick adaptation to changing trends and efficient management of online presence.
Moreover, AI can take care of routine tasks like content creation, scheduling, and testing, giving marketers more time to focus on strategic activities. By automating these repetitive tasks, businesses can work more efficiently, leading to better outcomes. AI can create social media ads tailored to specific demographics and preferences, ensuring that the content resonates with the target audience. With the help of an AI ad maker tool, businesses can efficiently produce high-quality advertisements that drive engagement and conversions across various social media platforms.
Personalization on a Large Scale
Personalization has always been important in marketing, and automation is making it possible on a larger scale. By using AI and machine learning, marketers can create tailored experiences for each customer based on their preferences, behaviors, and past interactions with the brand.
This level of personalization not only boosts customer satisfaction but also increases engagement and loyalty. When consumers feel understood and valued, they are more likely to become loyal customers and brand advocates. As automation technology continues to evolve, we can expect personalization to become even more advanced, enabling businesses to forge deeper connections with their audience. As your company has tiny homes for sale California, personalized experiences will ensure each customer finds their perfect fit, fostering lasting connections.
Integration Across Channels
Another trend shaping the future of marketing automation is the integration of multiple channels into a cohesive strategy. Today’s consumers interact with brands across various touchpoints, from social media and email to websites and mobile apps. Marketing automation platforms that can seamlessly integrate these channels and deliver consistent messaging will have a competitive edge. When creating a comparison website it’s important to ensure that the platform effectively aggregates data from diverse sources and presents it in a user-friendly manner, empowering consumers to make informed decisions.
Omni-channel integration not only betters the customer experience but also provides marketers with a comprehensive view of the customer journey. By tracking interactions across channels, businesses can gain valuable insights into how consumers engage with their brand, allowing them to refine their marketing strategies for maximum impact. Lastly, integrating SEO services into omni-channel strategies boosts visibility and helps businesses better understand and engage with their customers across different platforms.
The Human Element
While automation offers many benefits, it’s crucial not to overlook the human aspect of marketing. Despite advances in AI and machine learning, there are still elements of marketing that require human creativity, empathy, and strategic thinking.
Successful marketing automation strikes a balance between technology and human expertise. By using automation to handle routine tasks and data analysis, marketers can focus on what they do best – storytelling, building relationships, and driving innovation.
Conclusion
The future of marketing automation looks promising, offering improved efficiency and results for businesses of all sizes.
As AI continues to advance and consumer expectations change, automation will play an increasingly vital role in keeping businesses competitive.
By embracing automation technologies, marketers can simplify processes, deliver more personalized experiences, and ultimately, achieve their business goals more effectively than ever before.
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