Right, let’s talk Facebook, business growth, and something I’m genuinely excited about: employee advocacy. I’ve been wrestling with ways to truly leverage Facebook for lead generation, and I think I’ve cracked a good nut, by unlocking the power of your existing workforce. Forget just posting and hoping – we’re talking about precision targeting through your very own employee network.
The Power of ‘Facebook Targeting Demystified’
First, picture this: your employees, already connected to potentially untapped audiences within their personal networks. These aren’t just random followers; they’re often connections built on shared interests, geographical proximity, or past professional relationships. The key? Equipping our employees with the tools to actually use this asset. It’s no good having a goldmine if you haven’t issued the shovels.
Training: Unlocking Facebook’s Secrets
So, how do we turn employees into savvy Facebook strategists? It starts with demystifying Facebook’s targeting options. Forget the jargon and focus on real-world examples. We ran workshops explaining the core targeting pillars:
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Interests: “Think about what your friends talk about, what groups they belong to. Are they keen gardeners? Tech enthusiasts? Dog lovers? Facebook knows!” We showed them how to tailor content to those specific interests, using relevant keywords and imagery.
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Demographics: This is the bread and butter. Location (right down to the city!), age, education level, job titles – it’s all there. We stressed the importance of ethical use and avoiding stereotypes, but also highlighted the power of reaching, say, local parents of young children with a promotion on a family-friendly product.
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Behaviours: Now we’re getting clever. Facebook tracks user behaviour, from purchase history to travel habits. We explained how employees could target their posts based on these behaviours, reaching people who are demonstrably interested in related products or services. For example, someone actively researching home improvements might be receptive to content about your company’s services.
Content that Connects: Tailoring for Resonance
Training complete, the next crucial step is the content itself. We needed to move beyond generic company updates. Employees are ambassadors, yes, but they’re also people. Their content needs to feel authentic and valuable to their network. Here’s some successful content templates we have used:
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Personal Stories: An employee sharing their positive experience using your product or service, showcasing its benefits in a relatable way. “I used [Product] for [Issue] and it worked fantastically because [Advantage]”
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Behind-the-Scenes Insights: A glimpse into the company culture, values, or a project they’re working on. This builds trust and humanizes the brand.
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Expert Tips & Advice: Positioning the employee as a knowledgeable resource in their field, offering valuable advice related to your industry. If you do marketing, this could be simple tips for clients to improve their SEO performance.
We encouraged employees to think: “What would I find interesting if I saw this in my feed?” The more relevant and engaging the content, the more likely it is to be shared and drive traffic back to your business.
Incentivising Advocacy: A Win-Win Scenario
Okay, let’s be honest: while most employees are happy to support their company, a little incentive never hurts. We implemented a points-based system where employees earn points for sharing content, generating engagement (likes, comments, shares), and driving traffic. These points can be redeemed for rewards, such as gift vouchers, extra holiday days, or company merchandise. It’s a way of showing appreciation and reinforcing the desired behaviour.
Tracking & Analysing: Learning from Our Successes (and Failures)
No strategy is perfect straight away. We used basic analytics to track which posts were performing best, which targeting options were most effective, and which employees were generating the most engagement. This data informed our ongoing training and content creation, allowing us to refine our approach and maximise results. Regular reviews and feedback sessions with employees were also invaluable.
Engagement is Key
Remember, just posting isn’t enough. Encourage your employees to actively engage with comments and messages they receive on their posts. This human interaction fosters trust and builds relationships, turning casual observers into potential leads. When posts are tailored to the audience they naturally want to engage and therefore leads are more likely to arise.
Ultimately, this initiative isn’t just about boosting marketing metrics; it’s about empowering your employees, building a stronger company culture, and tapping into the power of organic reach. Give your employees the tools, the guidance, and the encouragement they need, and watch your brand reach new heights through the power of their personal networks.
