Hiring your first employee advocate can be an exhilarating experience if you’re the employer, but it can also be daunting if you’re not prepared. Here are six things to consider before you hire your first advocate
1) Do You Know What an Influencer Is?
Social media can be an extremely effective way to reach people, but you’ll want to know what you’re doing when it comes time to hire an influencer for your company. Here are some questions to consider before hiring your first social media advocate
2) Can you articulate your brand goals?
Are you able to clearly articulate your brand goals? Do you know what attributes an advocate needs to have in order for them to fulfill your marketing and sales goals? If you don’t, it’s time to get real about what type of business and sales model you want. Once that’s clear, finding advocates who meet those requirements becomes a lot easier.
3) Can you explain how your product solves a problem in a unique way?
If you’re developing a new product, be sure that you can explain how it solves a problem in a unique way. If there is no real demand for your product, potential customers won’t purchase it, regardless of how much effort you put into marketing or selling. So take some time up front to truly understand why people would want to buy your product and what they would get out of doing so. Doing so will pay off when it comes time to market your product.
4) Does your brand share elements of fun, surprise, and fantasy?
If you want an advocate to stick around and tell their friends about your brand, you need to make sure they have a great experience every time they engage with your business. At a minimum, your advocate should never be surprised by anything they see or hear from you—and it’s even better if your brand is quirky, fun, and memorable enough that being surprised is exciting!
5) Does your product have multiple uses?
An advocate will be more effective if they can reach out to their contacts on behalf of your brand in a variety of situations. For example, if you’re a personal chef who provides cooked meals and grocery delivery, but also offers wedding catering, it’s important that your advocate have access to multiple groups within his or her network. Without multiple uses for your product or service, you may experience difficulty expanding into new segments of your market and making connections with new customers.
6) Can you communicate how your products are memorable?
Let’s face it: Most products in your industry are pretty similar. So, what makes you different? Can you describe with words and stories how your product is more memorable?