06/09/2023
Brand positioning is a critical aspect of any business, and it becomes even more crucial in the B2B sector. B2B companies need to differentiate themselves from their competitors and establish a strong brand identity to attract and retain clients. In the digital age, where information is readily available, B2B buyers conduct extensive research before making a purchase decision. This makes it essential for B2B companies to position their brands effectively to stand out in a crowded market.
The Importance of Brand Positioning in B2B Marketing
Before delving into the role of employee advocacy in brand positioning, let's first understand why brand positioning is crucial in B2B marketing:
B2B Brand Differentiation
In the B2B sector, where products and services can be similar, brand differentiation plays a vital role in attracting customers. B2B buyers are looking for companies that offer unique value propositions and can solve their specific pain points. Effective brand positioning helps B2B companies differentiate themselves from their competitors and showcase their unique strengths and capabilities.
Credibility and Trust
In B2B marketing, credibility and trust are essential factors that influence purchase decisions. Buyers want to work with companies they can trust and rely on. A strong brand positioning helps build credibility and establishes trust among B2B buyers. When a company is perceived as a leader in its industry, it instills confidence in potential customers.
Building Long-term Relationships
B2B marketing is all about building long-term relationships with clients. A well-positioned brand creates a positive image and fosters customer loyalty. When a B2B company consistently delivers on its brand promise, it builds trust and encourages repeat business. Brand positioning helps set the foundation for strong and lasting relationships with clients.
Attracting Top Talent
Brand positioning not only attracts customers but also attracts top talent. When a B2B company has a strong brand presence, it becomes an employer of choice. Talented professionals are drawn to companies that have a clear brand identity and a positive reputation. Brand positioning helps B2B companies attract the best talent in the industry, giving them a competitive edge.
The Role of Employee Advocacy in Brand Positioning
Now that we understand the importance of brand positioning in B2B marketing, let's explore the role of employee advocacy in strengthening brand positioning:
Brand Ambassadors
Employees are the best brand ambassadors for any organization. They have an in-depth understanding of the company, its values, and its offerings. When employees are actively engaged and aligned with the brand, they become advocates who promote the brand both within and outside the organization. Employee advocacy helps amplify the brand message and creates a positive perception in the market.
Authenticity and Trust
Employee advocacy adds an authentic touch to the brand positioning efforts. When employees share their experiences and stories, it creates a sense of trust and authenticity. B2B buyers are more likely to trust information shared by employees than traditional marketing messages. Employee advocacy humanizes the brand and establishes a personal connection with potential customers.
Expanding Reach and Visibility
Employee advocacy allows B2B companies to tap into their employees' networks and reach a wider audience. When employees share brand content on their personal social media accounts or participate in industry events, they expose the brand to a larger pool of potential customers. This expands the brand's reach and increases its visibility in the market.
Thought Leadership
Employees can play a crucial role in establishing the brand as a thought leader in the industry. By sharing their expertise and knowledge, employees can contribute to industry discussions and establish the brand's credibility. When employees are seen as industry experts, it boosts the brand's reputation and positioning as a leader in its field.
Implementing Employee Advocacy in B2B Brand Positioning
Now that we understand the role of employee advocacy in brand positioning, let's look at how B2B companies can implement employee advocacy effectively:
Employee Engagement
Employee advocacy starts with employee engagement. B2B companies need to ensure that employees are engaged, motivated, and aligned with the brand. This can be achieved through clear communication, regular feedback, and opportunities for growth and development. Engaged employees are more likely to become brand advocates and actively participate in brand positioning efforts.
Training and Education
Providing training and education to employees is crucial for effective brand advocacy. B2B companies should educate employees about the brand's values, messaging, and target audience. This helps employees understand their role in brand positioning and equips them with the knowledge and skills to effectively represent the brand.
Empowerment and Recognition
Empowering employees to share their experiences and stories is essential for successful employee advocacy. B2B companies should create a culture that encourages and supports employee participation in brand positioning activities. Recognizing and rewarding employees for their advocacy efforts further motivates them to actively promote the brand.
Technology and Tools
Utilizing technology and tools can streamline and enhance employee advocacy efforts. B2B companies can leverage employee advocacy platforms that provide easy sharing of brand content, tracking of engagement metrics, and gamification elements to encourage employee participation. These tools make it convenient for employees to be brand advocates and measure the impact of their efforts.
Measuring the Impact of Employee Advocacy
Measuring the impact of employee advocacy is essential to assess the effectiveness of brand positioning efforts. Here are some key metrics to consider:
Reach and Engagement
Measure the reach and engagement of employee-shared content. Track the number of views, likes, shares, and comments on employee-generated content to assess its impact on brand visibility and audience engagement.
Lead Generation
Monitor the number of leads generated through employee advocacy efforts. Track the source of leads and assess the quality of leads to determine the contribution of employee advocacy to the overall lead generation strategy.
Brand Perception
Conduct surveys or gather feedback to assess the impact of employee advocacy on brand perception. Measure changes in brand perception, trust, and credibility among the target audience to gauge the effectiveness of employee advocacy in brand positioning.
Employee Participation
Measure the level of employee participation in brand positioning activities. Track the number of employees actively sharing content, participating in industry events, or contributing thought leadership articles to evaluate the success of employee advocacy initiatives.
Conclusion
Employee advocacy plays a crucial role in B2B brand positioning. When employees become brand ambassadors and actively promote the brand, it strengthens brand differentiation, builds credibility and trust, expands reach and visibility, and establishes the brand as a thought leader. B2B companies should invest in employee engagement, provide training and education, empower and recognize employees, and utilize technology and tools to implement employee advocacy effectively. By measuring the impact of employee advocacy, B2B companies can assess the success of their brand positioning efforts and make necessary adjustments to achieve their marketing goals.
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