Making your business heard in in a noisy world where everyone seems to be writing a blog, uploading images or taking videos, can be tricky – even more so if you only have a small team of staff or no marketing department.
The fact is that pretty much every organisation now has some form of digital presence - even if it is a simple website plus a couple of employees on LinkedIn. Most companies will also make some form of effort to post content online – from very irregular blogs right through to regular tweets or insta posts.
However, your ability to reach even your existing customer bases can be a major challenge. All the key digital platforms have algorithms which determine the visibility of your content. And unless you are a company with a pre-existing, real-world fan base (sports clubs, pop stars, politicians, activists, established brands) then you will struggle to make an impact.
Just check your insights on Facebook or Instagram, look at the views on your YouTube channel or your post impressions on your LinkedIn Company Page. You may be shocked to see how many people actually had your content delivered into their news feeds, let alone saw this content.
There are a number of solutions to this problem, which we will cover in subsequent blogs. (1) Chuck money at the issue with digital advertising, (2) invest in PR and/or influencer relations or (3) use the power of your brand ambassador networks to get your message out to a wider audience.
So who are your brand ambassadors? Essentially, they are any people who know, like and trust you and your business. They could be employees, customers, suppliers or those within either your business or local community. In today’s world every one of these people will have their own digital channels and will more use them regularly for business and pleasure.
Think of these people as your ‘amplifiers’. Imagine if every time you posted something online, these brand ambassadors engaged with your content – liking, sharing, commenting, forwarding to WhatsApp or emailing the link. All this activity is exactly what the algorithms are looking for so you will be rewarded with much improved visibility.
Get it right and using engaged, motivated and in some cases incentivised brand ambassadors, even the smallest company will be able to make a bigger noise and ensure their messages reach the people they are targeting.
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