When companies think about their marketing strategy, they often overlook the importance of staff. Digital marketing tools can be focused narrowly on consumers, their habits, and their incentives, as well as the conversion and retention rate.

Whilst this is very important for a successful company, it is not the only area that your company can be marketed. One of the most important tools, in fact, is staring you in the face. Your own employees.

With the right strategy, your employees can help to generate business for the company – outside of the sales and marketing team – and customer retention can also be increased to up the revenue if your company is in the B2B sector.

But how can they do this, and what should you do to ensure you utilise this marketing tool as efficiently as any other? Below, we have compiled the three best reasons your employees can help you lift your company to new heights:

Employee Advocacy

Employee advocacy is essentially the promotion of your business by the people who work in it. One of the best ways to do this is through social media.

With the right social media management tools, you can seamlessly connect your employee advocacy with your social media platforms, helping to create content that resonates further and generates far more engagement than a corporate feed would – click here for more information.

In this way, your own employee retention scheme is very important in nurturing the marketing tool. If you have a high employee turnover, then it is likely there is a problem within the company that is affecting employee wellbeing. You need to ensure that your working environment is perfect and your employees have the incentive to spread the word and assist in your marketing endeavours.

Customer Service

We all know why customer service is so important for businesses. Not only can it keep existing customers on board, but it can even entice new customers too.

When your employees are communicating with customers – or potential customers – it is important that they embody the values of the company and ensure that the experience is a good one.

As much as 75% of customers will spend more when a business gives them good customer service, with 72% then telling others about their experience. Word of mouth, in this case, is a very effective marketing tool, and it is all achieved by maintaining or improving your customer service.

Human Touch

As well as this, your employees are intrinsic to the personality of your company. When it comes to social media advocacy, one of the reasons that it generates more engagement than a corporate feed is that online users can see the human touch in their content and communication channels.

According to a recent study, trust among consumers has switched from experts to people who are on the same level as the consumer. This, according to modern buyers, is where the most credible source of information lies, so it is important that employees engage the audience meaningfully.

It is also essential, especially in B2B, that customers can build a relationship with a company. Exhibiting a personality and a human touch, then, is one of the biggest factors that will keep your consumers loyal. And this is done through employees alone.