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Communication without strategy behind it is like firing shots in the dark. If you
don’t define a target, take careful aim, and consider the tools to use to hit it, you’re
never going to accomplish much in terms of objectives.
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Brand communication strategy is a component of business success—companies
need to think about what their message is, who they want to receive it, and how
they’re going to disseminate it. One aspect that is often overlooked, however, is the
important role that employees themselves can play in generating brand awareness.
In this article, we’ll explore what brand communication strategy really means, and
give 7 tips for getting your own workforce in on the action for a successful
program.
Through effective brand communication strategies, companies can build trust with
their target audience, create loyalty amongst their customers, and ultimately
increase their sales. All of which are pretty good things!
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followers and the pull, after all. However, it is often forgotten that the
most influential branding ambassadors and brand managers are frequently those
who know the company best: its own employees. And customers do pay attention
to what they have to say.
Another study showed that 58% of people trust content posted by a company’s
employees more than they trust posts from the company itself. These numbers
show just how powerful employee-driven content can be in influencing potential
customers and increasing loyalty among existing ones. When employees speak, the
general public does listen.
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success? Here are the 7 must-know tips that you need to follow when engaging
employees in your brand comms strategy.
And the right employee communication platform can help. Sociabble, for
example, allows businesses to inform all employees, even those who are not
provided with desktop office tools—like frontline workers—thanks to its mobile
application. Not only does it empower companies to inform all employees and have
them aligned on their business strategies and objectives, but it also provides the
possibility to customize messaging thanks to the audience segmentation feature.
This is key: be sure that all employees understand the company’s current branding
and messaging, as well as any new business initiatives or campaigns that are in
progress. This will help them communicate more effectively about the
organization’s products, services, and values to customers. The launch of a new
product, or a special event, are great opportunities for your brand marketing
communication. But how can you be sure everyone is informed and understands the
importance of the information?
We have already seen how Sociabble can deliver customized messages, adapting
them to the different types of employees (per type of job, position, country,
department, etc). What Sociabble also allows is for employees to react to content,
and comment on it, mentioning colleagues and giving feedback.
This encourages team spirit and collaboration. Moreover, it is possible to assess the
understanding of the messages with fun and engaging quizzes—a built-in feature of
the Sociabble platform.
A brand is not what you say it is, it’s what they say it is.
This quote is by Marty Numeier, a world-renowned marketing author. Of course,
he’s talking about consumers, but before reaching out to consumers, companies
should start by getting employees involved.
To help accomplish this, Sociabble comes with a very easy survey feature that
allows companies to gather ideas and feedback with just a few clicks. Surveys can
be anonymous, translated immediately into over 70 languages, and targeted to
specific audiences. Feedback is instant, and surveys can even be designed using
your company’s logo and colors.
Sociabble allows employees to share company content with just one click, and it’s
simple for employees to choose which social media platform to share the content
on. This feature is effective for employees who are already social media-savvy and
have powerful networks, but it works for employees who are not so experienced as
well, encouraging them to enter the social media space with a single integrated
platform, to serve as a hub where content is aggregated, received, created, and
shared.
Essentially, it becomes easy for all employees to get involved and share company
information on social media, because content can be found in one place, and shared
with just a click.
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5. Monitor Performance
Sociabble comes with a full range of analytics that provide a view of all the
activities on your employee communication platform. For example, the general
activity dashboard summarizes the most critical aspects of your program’s
performance, and you can see how it’s doing at a glance. You can access up-to-date
data at any time, 24/7, filtering the information and analysing it directly on the
Sociabble platform (segmenting it by group, audience, location, channel, post, etc.).
Then, simply export your results to easily share your insights.
With Sociabble Trees, a CSR and engagement feature, you can reward employees
every time they share content for the company, by offering them actual trees
planted in their name, as part of more than 50 reforestation projects worldwide. At
all times, companies and employees have access to their forests with a unique
shareable URL, so they can monitor their performance, and the difference they’re
making for the environment.
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7. Remain Flexible
Flexibility and adaptability are crucial! The success of a brand depends on its
ability to remain agile enough so it can embrace change whenever necessary;
staying ahead of competitors requires flexible adjustments based on customer
feedback and new industry trends. It is important your employees are aware of
those elements, so their content can be relevant and valuable.
a simple interface that allows teams to create content, share news, and
engage in conversations with their peers
customized communication channels, automatic notifications, and
integrations with tools like Microsoft Teams, SharePoint, and company
intranets
instant, real-time translation available in more than 70 languages, for any
piece of content
automated newsletters, filled with dynamic content, that can be personalized
and customized for different segments
surveys and quizzes, that can be tailored for a specific audience or
department
data privacy-compliant group chat, totally secure, allowing employees to
engage in seamless conversations
comprehensive analytics so admins can track engagement levels and
performance by any desired segment or metric
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