Direct Marketing Article
Employees: A New Sales and Marketing Channel
By Dick Beedon, CEO of Amplifinity
More and more companies are starting to implement strategies and systems to
leverage customers, employees and 3rd party influencers to become sales and
marketing channels. And they are doing it with great success. In this blog I
will touch on:
1. Why employees make a good sales and marketing channel
2. What employees can do to drive sales and marketing productivity
3. The benefits of activating and automating employees to become brand
4. Why now?
1) There are many reasons why employees have the potential to be a powerful
sales and marketing channel for your brand. First, in today’s connected
world, employees can reach their social networks on the brands behalf,
easily and often. They have a strong voice. In addition, employees are
typically very knowledgeable about your products and services and a good
percentage of them are passionate about the company. Lastly, their friends
listen to them and they can drive your brands message. More than ever
before, buyers look to a trusted source before making a purchase decision.
Employees can and will reach out to their social networks and spread a
brand’s message, especially if they are encouraged and enabled to do so.
2) Employees do many things that are very important to the brand. They can:
• Refer their friends.
• Recruit new hires and great talent
• Amplify marketing messages
• Forward content about new products and promotions
• Write testimonials
Even better? They can do these things at scale.
3) The benefits are impressive. Leads are the lifeblood of all companies and
by enabling and encouraging employees to refer their friends, brands can:
• Build brand awareness and build a highly positive reputation
• Generate the highest quality leads – leads that drive new customer
• Create higher levels of employee enthusiasm and loyalty to your company
• Save money and lower risk when compared to traditional advertising and
4) Why now? Although employee advocacy isn’t a new concept, in the past it
has been an operational nightmare to create and manage these programs. But
today’s technology has made it easy for administrators to set up, support
and manage advocacy programs. Technology makes it easy to:
• Enroll employees into the program
• Provide employees the tools to easily reach out to their networks
• Track and manage all the workflows and controls so brands can measure
• Automate the process of brands thanking and nurturing employees for their
contributions so they continue to advocate on behalf of the brand
This is not a future pipedream. Mobilizing employees, customers and 3rd
party influencers to leverage their trusted relationships is happening
everywhere because it is smart business: they are a sales and marketing
channels of the future.
Dick Beedon is the founder and CEO of Amplifinity,