Why Include Employees in Sharing Content? Your Marketing Success Depends on It

As marketers, we know that using authentic, customer-focused content is proven to attract and retain business. But despite all the social media technology available to share content, marketers still struggle with building an audience. So, why not use your own employee community to create one?

Marketers miss an obvious opportunity when they fail to invite other employees to engage in sharing the same content already produced (and sometimes already in use) to their own social media accounts. So why does sharing content with all employees matter?

  • It creates employee engagement and pride. Remember, they are already using platforms like LinkedIn, Facebook, and Twitter so providing them with content to share should be part of every marketing strategy.

  • Sharing content with others drives organic reach organically-at a fraction of the cost to a mass market!

  • Employees help to position your company (and its employees) as an industry expert, reputable, and a ‘good’ company. After all, they are putting their endorsement on the content (and the company) when they share it.

  • When marketing believes that sharing content is a people initiative, great things begin to happen in terms of company recognition and sales revenue. Include ‘your people,’ and you won’t be sorry.

Let’s talk about sales. Companies need salespeople. Salespeople are the relationship building part of most sales strategies, and they need relevant, industry-specific content to develop a social media presence. Salespeople are your front line access to people that purchase your company’s services or products. Their livelihood depends on relationships and relationship selling; it’s up to you to help them position themselves in the social media arena. Not convinced you should enlist employees to share?

  • 1 in 3 people on Facebook uses it as a way to look for recommendations and reviews and investigate before they buy. –Facebook.com/business statistics, May 3rd, 2019

  • 7 in 10 Americans use social media to connect with others, read informational content, share information, and entertain themselves. –Pew Research Center, February 5th, 2018

  • Social Media is part of many American’s daily lives; the higher the education level, the more use of social media on a regular basis. –Pew Research Center, Survey conducted January 3-10, 2018

How can you produce brand standards, non-editable content for all employees and salespeople in your company to share on social media? By licensing freshMerge, an enterprise level SaaS that provides social media integration for all employees through their white-label dashboard inside your company’s intranet.

freshMerge is affordable publishing software that is easily managed by your marketing department to create industry-specific content that your employees and sales team can deploy to their social media accounts. In addition to social media posting ability on a mass scale, the software simultaneously creates a client-centered digital newsletter and a print newsletter option for your sales team branded to your brand, featuring themselves. Contact us for more information and a demo of our software.

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Selling Fitness Memberships with Content Marketing

“What gets you out of bed in the morning?” “What inspires you?” - Questions asked in thousands of job interviews across the globe. Why is that?

It’s because inspiration is one of the most powerful motivators for someone. Motivated employees do better work and support a positive environment. Therefore understanding what inspires someone will help you keep them motivated.

This simple but powerful idea goes beyond just the workplace. It’s especially effective when analyzing customer lifecycles within the health and fitness industry.

Effective storytelling has the potential to inspire, motivate, and build tight-knit communities of fellow health enthusiasts. And to put it simply, a motivated customer is a loyal one.

Furthermore, members will feel more positive about their fitness center if they have access to relevant and high-quality content produced by said fitness center.

Balancing content development on top of distribution can be especially challenging at the enterprise-level. A marketing department may have all the motivation in the world to produce great content, but it won’t mean anything unless their individual locations are distributing it. This is why we developed the FreshMerge software.

Learn more about how freshMerge can help your fitness chain excel with content marketing. www.freshmerge.com/health

Helping Your Advisors Build Relationships With Content

Relationship building - a challenge for any advisor, one that is compounded for a firm at the enterprise level

One of the most important parts of any advisor’s sales process is their ability to build relationships with potential clients. The objective for the advisor is to help the would-be advisee to feel comfortable and positive about working together.

Many times, relationship-building is boiled down to the amount of “touches” an advisor can give. However, in today’s hyper-competitive digital landscape, the quality of an interaction tends to matter more than the quantity.

Potential investors will feel more positive about a relationship if they have access to custom & relevant content shared to them from an advisor. The advisor’s position as an authority in their market can be elevated greatly if the content they’re sharing is individually branded.

For example…

Finance Newsletter Example

The challenge then becomes how to empower advisors with individually branded content that they can easily distribute. To learn more about how to overcome this challenge, check out our Financial Industry Page.

Real Estate Agencies & Content Distribution

Real estate agents that leverage content marketing are the ones winning over clients in today's competitive digital landscape.

Potential buyers and sellers feel more positive about a relationship if they have access to relevant content published by an agent or agency. High-quality content positions an agent as the authority in their market and puts them ahead of their competition.

So why aren't more agencies helping their agents develop and distribute content?

In the past, publishing relevant content that abides by corporate guidelines has been an inefficient and expensive process. It doesn't have to be that way anymore.

We've developed a powerful (and very affordable) content distribution software that is perfectly suited for real estate agencies at the enterprise level.

Learn more at freshMerge.com/Real-Estate

An example newsletter created using the FreshMerge software.    Get more samples here…

An example newsletter created using the FreshMerge software. Get more samples here…

Top Tips for Creating a Social Media Content Strategy

Let’s face it, creating and using content that has ‘attraction’ on social media isn’t easy. What can be even more difficult is creating the strategy for what, where, when, and how you’ll use relevant content to create an attraction for you and your brand. Remember that attracting is about engaging others through direct conversation, continually changing assets (blogs, video, etc.), and using content from other sources.  Your SEO depends on it! 

Tip #1- Know Your Audience’s/Industry’s Keywords. Create original or repost someone else’s content that is specific to what people would buy from you that uses keywords.  The ‘SEO Attraction’ leads them to you if you can entice your audience with what they’re looking for (new home purchase, curb appeal, qualifying for a home loan, etc.).    

Tip #2- Determine What Type of Content Attracts Your Customers at specific stages of the sales funnel.  Why is it important and why should people care?  

Tip #3- Read other Social Media Content.  If you aren’t reading industry-specific posts on social media yourself, now is the time to start.  When you read another post and ‘like’ or comment on it, you automatically move that post into your social media timeline, positioning yourself as sharing relevant information with your audience.  It doesn’t matter if it’s coming from a competitor, if it’s relevant positive content, use it (unless their branding is all over it)! Note:  Share, don’t plagiarize, referencing where the content came from while posting a positive comment about the source.

Tip #4- Set Aside Time to Write/Post and Plan Your Social Media Calendar.  When you find other content appropriate to your industry, collect it and decide when to post, being aware of the best time to post for each platform.

Tip #5- Showcase Yourself, Your Company, and Others. If you see someone doing something you like, share it!  If it’s a cause you’re involved in, brag a little about your pride in participating. If it’s about your company and a positive impact, express your gratitude for working for such a great employer. Some of the best industry posts will come from others outside of your company; it’s acceptable to share and comment (positively) on the social post.

Tip #6- Keep up With Social Media Platform Changes.  Just when marketers figure out one social platform and how to have the upper hand on using it to their advantage, it changes.  Each platform tries to outperform the other and will continuously improve their algorithms to produce more revenue from and for advertisers.  If you don’t realize the changes, your posts have the potential risk of not being noticed.

Tip #7- Recycle.  Recycling is in, even when it comes to content.  If there is a social post that had great engagement, reuse it a few weeks or months later.  If you’ve produced original content such as a blog, change the title, swap out the photo, update embedded links, or reword a few lines.  If you’ve produced a video, try changing out the audio script while using the same visuals.

Tip #8- Create Call to Action (CTA).  A CTA can be an invitation to download a video or report, or even an engaging title to a blog to get your audience to act.  If you’re reposting from another source, create interest by commenting such as “A Must Read,” “Great Article for Everyone to Consider,” etc.  Think of this as creating a lead-in to a news story, because social media is really ‘Social News.’

freshMerge helps corporations create industry-specific social media posts at the enterprise level, helping ensure branding and messaging remains consistent for all employees to use. 

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