Ep 12 – Employee Advocacy and Evangelism Simplified

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Articles Discussed in the Podcast

Client Magnet System QuickGuide
Client Magnet System Webinar

Podcast Transcript

Mike Miller 

Welcome to the mindwhirl marketing podcast. I’m your host, Mike Miller, along with the co host extraordinaire Shelly Miller. We’re gonna talk about some marketing stuff you need to know to build your business and let it grow.

Shelly Miller 

I like that.

Mike Miller 

Make all your dreams come true. Why not?

Shelly Miller 

I want everybody’s dreams to come true.

Mike Miller 

That’s what this is all about. And so today we’re gonna we have a really great topic today. It’s called Okay, the fortune 500. who like to bloviate. Okay? big word. Nice word. Yes. And this is what they do. They create words that have like, meaning after you understand them. jargon. Yes. So if you can get if you can get past the jargon, then you know exactly what this is. But Shelly and I, we like to go straight to the point, right? We just like to make things simple, so that it’s understandable, you know exactly what to do. And that’s what we’re going to be doing. We’re going to be demystifying um, consumer, no, not consumer employee advocacy. And what’s the other word? evangelism evangelism? Yes. Employee evangelism? Yes. Yes. So, you know, think about that. So are we all gonna clap hands and sing together?

Shelly Miller 

See a church and pews and Oh, my goodness. I know right.

Mike Miller 

Yes. So, so what does that mean? What does it mean? Um, well, should I just explain it? Or should I go back in time and explain how everything does in context

Shelly Miller 

do  what you do what you do? You got it? Okay. I

Mike Miller 

appreciate that. Well, so basically, you know, I like to put everything in context. Yes. So we created the client magnet system. And it’s an inbound and outbound client acquisition engine for your business. Right. So it takes it encapsulates all of marketing. It encapsulates all of sales. Yes. And it aligns them? Mm hmm. Well, one of the key ways that you align sales and marketing is well, the key way for me is content. Yes. Right. So content, and you may be going how to sales use content? Well, this is what the fortune 500 have called employee advocacy. Yes. or employee evangelism. Yes. So, so let’s think about, you know, what we’re saying, right? Here’s how it works for us. Marketing, has all this, all these resources and all this skill, creating content. Right. So what they do is they create social media. Right. And this really applies to social media. It applies to sales, but it applies to sales people using social media.

Shelly Miller 

Yes, that’s our context for today.

Mike Miller 

Right? And you could, you could say, you know, that your HR people could use it as well. Right. You could could use social media and content created by marketing, right? You know, if they’re going after employees and stuff like that. But let’s just look at sales. Yeah. So on the marketing side of the map, marketing is working to create content that brings the lead through the buyers journey to the close. Right. So they create a lot of different types of content, right that answer specific questions at each stage of the buyers journey. Yes. So what what happens is they also could create social media posts that reference that content that could be used to promote the content. Right. And they should, yeah, they absolutely they should. But if you took all of that information, and you put it into a folder, and you organized it, it could be on the cloud or, you know, wherever you want. You now have what we call a resource library. Yes. That’s our biggest jargon right there. Yep.

Shelly Miller 

That’s the biggest jargon but yeah, what I The reason why I love our jargon is resource library. I

Mike Miller 

think it makes sense. I do too! It’s all the resources that your business is created all the content. Right, right that your business is created that can be reused repurposed by sales. Wow. Oh my goodness, no concept, I get it.

Shelly Miller 

And not only can it be used and repurposed. And can you can point out, you know, your promotion right now and direct sales to the folder of that particular product you’re promoting right now? Yeah, it’s already approved.

Mike Miller 

Yes, exactly.

Shelly Miller 

Exactly. When it’s in the resource library, it means it’s already approved.

Mike Miller 

Yeah, it’s ready to go. So you don’t have to worry about if they’re, you know, if your employees are going by brand guidelines, right? Or if they’re saying something that is, you know, should be hidden, right, or kept out of the public view? You know, they’re, they’re not sharing too much,

Shelly Miller 

right? Because included in the resource library are those guidelines? Right? So, exactly, there’s no, there’s no worry, or a long thought process for a salesperson to post what they need to post.

Mike Miller 

Exactly, exactly. And let’s unpack what you just said. Because basically, you said that the resource library has the brand guidelines. And that’s true, if you’re a large enough business where you have enough employees, and you need brand guidelines to help direct them. But if you’re a small business, you can still have a resource library. See… you still need to have it you large or small, you must have a resource library. Right.

Shelly Miller 

Otherwise, it turns into and not to cut you off. But it turns into, hey, Barb, where where’s the social posts for Monday through Friday for this new product that we have? Right? Are you asking Barb, it’s in the resource library in the folder called this week’s promotion? Whatever it is, you know, it’s so it’s, it’s an organized format for everyone to use.

Mike Miller 

Right? Exactly. And that’s why, you know, so many places we could go there, but this is why sales and marketing aren’t aligned through process and tools. Because tools, there’s a million of them, choose whichever tool you want. Or you like to use the process, which tool do you have? You know what I mean, yeah, but in

Shelly Miller 

what week, is it? Let’s see, there’s a new one

Mike Miller 

we could use this week. Exactly. And you also can create your process, you can have a folder that is this week’s promotions, right, or you can have a folder that’s this month promotions, or you can have a folder that is social stuff, lead magnets, you know, I mean, you can you can organize it any way you want, right, so the process isn’t really nailed in stone, you can create a process that you want, but it’s all centered around content,

Shelly Miller 

right, and the content that you put out, so we organize it for you based on the content that you put out in an organized fashion in the resource library. So maybe you don’t do a lot of, you know, you have a product or service that there are certain aspects that you don’t promote. You don’t have promotions for that’s great, because your resource library would be tailored towards you.

Mike Miller 

Yeah, exactly. And, um, you know, because we kind of, I’m not gonna say we invented it, because that’s a weird, you know, basically, we were one of the first to format it to nail it down, yes. But since then people have come in and created tools, software, right, that allows you to store all of this stuff as well, right. So if you want to spend money on it, you know, you can do it cheap. And you can do it, you know, the right way. And you can do it the really expensive way.

Shelly Miller 

Right,

Mike Miller 

which and expensive depends on, you know, if your fortune 500. Yeah, is $10,000 a month too much? Right.

Shelly Miller 

Right. And it’s also relative to your employees, or your contractors or, you know, are they across the world? Is it easier for you to use an online based tool as instead of a network drive, you know, it might be more difficult if you have employees across the world. Exactly. Yeah. But the concept of the resource library fits fits into both, and is mandatory for both I mean, if you want to have a smooth running business, you … You must have a resource library.

Mike Miller 

Yes, absolutely. is it’s the true way to align sales and marketing. It is, you know, yes. So and so let’s keep going down that path. So what does sales do? How does sales use this content? And how do they do social media? All right. So, um, basically, you know, you realize that sales people have to bring in leads, right, especially if you split the role the sales role into sales development reps and account executives. Yes. So the sales development reps are responsible for bringing in fresh leads. Correct. Well, so you don’t want to tell people Hey, Bob, we want you to start doing social media. So yeah, have at it. Yeah, have at it go go around, you know, LinkedIn, you know, for an hour search around there, right? See what you can do. Um, so think about, like, let’s just take LinkedIn, what can you do on LinkedIn, you can post content, which now you have the resource library. So you know what content to post, you know, what content to post? Exactly.

Shelly Miller 

You’re not trying to find a picture. Write text, you’re in sales. And now you’re having to write a sales letter, you know, you’re not a copywriter. You’re not, you’re not a graphic designer. You don’t have to be in the resource library.

Mike Miller 

Exactly. So let’s, let’s go a step farther with that. So, but what if those are all promotions in the resource library? And there’s no there’s no personal stuff, right? Personal pics? Yes. And you want to share more than just promotions on your account? You want to share personal things? Yes. Which you should? Yeah, you should. So there should be in the resource library. guidelines. For your personal posts. That explain how to do your personal posts. Beautiful. Yes. And then that’s where the brand guidelines come in. Yes. You know, about how you use the logo and what the fonts are, and the colors and all that stuff? And what kind of pictures Yes,

Shelly Miller 

and what you can and cannot say

Mike Miller 

yes, and what kind of pictures you can have. But also things like, Okay, if you’re going to share a personal thing, you could do quotes, right? You could do a picture of your customers who are satisfied,

Shelly Miller 

right, you know, of their new product.

Mike Miller 

Yes, you could do you could do a video conference with someone and post that to social media. Yes, you know,

Shelly Miller 

anniversary of a client,

Mike Miller 

birthdays and anniversaries. Yeah. There’s a whole bunch of different ways. But basically, for the posting of social media, the marketing department takes care of the promotions. Absolutely. Always 100%. If they don’t help with the personal postings for your employees, like we’re talking just sales here, but if they don’t help with the personal, there’s at least guidelines, right on how they post their personal stuff.

Shelly Miller 

Right. Which, which is its twofold benefit. You don’t have to worry that that your employees are going to post something that you don’t want them to say, and your employees don’t have to be scared about what they’re posting. Right. No, they’re not sitting there thinking, Oh, I hope this is okay. It’s Yes. laid out. You have it. They know they know what to do they feel comfortable doing it. And that’s the best way to  promote or sell your employees, your sales people on promoting.

Mike Miller 

Right, exactly. And so the thing is, is that you also don’t have to approve their content before they post, right. Because they have the guidelines, they have the guidelines. Yeah. So it makes everything a lot easier, a lot smoother.

Shelly Miller 

Right. And that’s, that is what we’ve worked on. All these years, we realize that the problems arise in business anywhere, when doing the thing you need to do becomes difficult. Yes, when it’s difficult, there’s no plan. There’s no guidelines, there’s no schedule, it doesn’t get done. So when you have everything planned out, you have a schedule, you have guidelines, you have a resource library, there’s you don’t have to think about how you’re going to get something done. You just go right there to the you know, basically, it’s promotion time on my calendar. Oh, yeah. Open up the resource library. Here it is. Here’s what I need to do. That’s when you win at business.

Mike Miller 

Yes, exactly. when you

Shelly Miller 

have a plan when you win, everything is readily and easily accessible to you.

Mike Miller 

Yeah, yeah. I couldn’t have said it better myself. It’s exactly if you’ve got a plan. And you you know, plan your work, work your plan. Mm hmm. You know, if you’re off the plan, but if you’re doing it and you’re not achieving the results, then you try something else. Yes, tweak it, do something better.

Shelly Miller 

But with the plan that also that brings up something else that is really makes it easier if you have a plan. It’s easier to tweak something if you notice that something’s working or something’s not. right. If you don’t have a plan, then what are you tweaking? Oh, well, I think I did this three times. It didn’t work or this work better. How do you know?

Mike Miller 

Right? Have a plan and you’ll know exactly And that plan then and with what you’re saying that plan has to include goals and KPIs that you need to hit. And if you’re not hitting them, you know, something’s got to change.

Shelly Miller 

Right? Right. This is a lot of work that this is. This is a topic where people believe that this is a lot of work, and they don’t want to do it. Yeah. And this is the single most important thing they need to do.

Mike Miller 

Right?

Shelly Miller 

Because it is a lot of work. I don’t know, anybody that’s, you know, wants to throw a party right before they have to do all this work,

Mike Miller 

you know? Yeah, but, but all it is is thinking, I mean, it only takes a couple hourse and then it’s done.

Shelly Miller 

But sometimes it’s difficult to get everybody that needs to be involved together to think through this. Yeah.

But the

Shelly Miller 

payoff of doing this is, is so great, that it’s worth the time that you need to spend to do this. And we help you through the process. Yeah, we’ve done a lot of the work for you. Yes. So by having a system that you can, basically we install it right into your business. And there you have it.

Mike Miller 

Right. Exactly. It’s awesome.

Shelly Miller 

Complete with the resource library. right. Yeah, I wish I could say the word library better.

Mike Miller 

Me too! … we make it easy. We do. Yeah. Another thing about posting is the importance of posting. So realize that, here’s why you want to do social media and why your sales people want to do social media, if they have, if they’ve connected with people, right? So like, what else can you do? You can post you can connect, and then you can be social? You can, you know, talk back and forth. Yes, converse with people on social media. And you can reach out to them and start conversations, or you can start talking about something they’re already talking about. Well, when you’re posting, right, you if you’ve connected with all of the people who are your prospects, or your leads, right? We know that it takes nine to 12 touches. Yes, to be able, you know, before someone basically answers the phone before you can get ahold of them. Yes. Right. And sometimes it takes up to, you know, depends on your industry and everything what you’re selling, but it could take up to 20 touches after that to get them to commit to a meeting or to purchase. Yes, right. It’s really basically to get them to take an action. But what that action is, depends on your business. But that’s a lot of touches. Well, what if they connected with you on LinkedIn? And every time you post? You’re touching them? Yes. If they see your content, you’re in front of them. Isn’t that what you want? That’s exactly what you want? Yeah. So it’s important to realize that your sales people can build lists of followers, and then connect to those followers instantly. I mean, everything runs on patterns. And the original pattern is, do you want to go like door to door sales people, right? Yes. Do you want to go door to door and knock on every door, think about walking to the next house, knockin waitin and hearing in the dog bark. Is there anyone in there? You know, like, you’re waiting all this time, then finally, someone answers the door. And you go into your pitch and they go, I’m not interested in slam the door on you. Yeah. Right. how costly is that? Not only with your time, but you spent the day doing this? And how did it did it help your mental state? Right, right. So it’s a good point. The alternative is you could write a letter and mail it to everybody on the street. You know, they’re all going to get it. Mm hmm. So you have First off, you know, not everyone who is home and opens the door, if you do it the hard way. Right. But you do it the easy way with the letter, and everyone gets it. Right. Right. Yeah. Do they respond? So now we’re just worried about the the offer itself, right, the message and offer? That’s all we’re worried about? Okay, great. Same thing. Now you’ve you build a list as a salesperson of people who are prospects or leads for your product or service. And then you post it’s just like sending a letter. It is, you know, and you have a list. That’s your street. Right, right. So So, you tell, you know, that’s why you don’t just go Hey, Bob, I want you to do LinkedIn for an hour a day, right. You know, you’re now responsible for social media, and they’re like, What do I do? How do I figure it out? Right, this is the other thing the business and the resource library gives them the rules and the process to engage on social media every day, right, like they know what they’re doing, there’s this transparency. And I don’t see it a lot. Like, one of the things we work on with companies, eventually, if they stay our customer for a while, is they realize that they want that they need to be more clear with their new hires, especially the sales people yes. On what they sell, how they sell it, the language that works, the process that you use your daily goals, your daily process, you know, everything is nailed down, so that there’s no surprises, right. We’ve set proper expectations. So everyone knows what their responsibilities are? Just every day, right. They wake up knowing right what they’re supposed to do. Right.

Shelly Miller 

Right. And this makes this this makes for more positive, happy employees, you know, everybody, you know, we all have a job that we do, and we want to do the best that we can. We don’t want to feel like we don’t have the tools we need or that we don’t we’re not really sure what is expected out expected of us. So having these tools in place, make sure that that doesn’t happen, which also makes them happier, which makes them a better influencer for you and your company. So, you know, we were talking about advocacy and evangelism, we like to call it influencer, because we all know influencers. Yeah, you know, that’s what we have on Instagram and in the web, basically, all social now, right? So why would you want your employees to be it? Yeah, you care about your employees, you love your employees, you want your employees to do a good job, they love you, they want to work with you and work for you. Exactly. It’s a perfect combination, if you have and give them the tools they need.

Mike Miller 

Right? If you boost them, right, they’ll boost the company. Right? Right. It all works together. And and that’s an important point, because a lot of people are think while we were working social media for our company, right? But the resource library helps your employees do it for themselves. Right? and promote you. And that’s where the evangelism comes in. That’s where the the other word I forgot.

Shelly Miller 

advocate,

Mike Miller 

advocate. Yeah. That’s where that comes in. Right? Because they’re helping your business grow by reaching wider and wider audiences, right. And if everyone’s doing it, you’re bringing in a lot of leads, you know, in aggregate, right, every day,

Shelly Miller 

it’s a win win for the company and the sales team. I mean, I remember back in the day when our, the company I worked for used to give each salesperson, an allotment of money every quarter, so that they could join groups, Chamber of Commerce, Rotary Clubs, lead, lead group meetings, you know, whatever was pertinent in their city that, you know, they could go and speak, you know, to about the company I worked for. And we had salespeople lining up begging for jobs. We didn’t need any more salespeople, because that made our salespeople so much money. They got so many leads. And the company I worked for was grateful they didn’t have any problem offering the salespeople this money, because they knew that it would help the salespeople sell more, which in turn made their company more. So it was a win win that I think it needs to be looked at like that, you know, you’re giving your salespeople your sales team, what they need to be successful, while you benefit from them being on social. So it’s a win win.

Mike Miller 

Yes, exactly. And that’s a great point. When you need to, as a business owner, you should help and encourage your sales people to build a big audience on social media so that when they post, they, you know, they touch all of the prospects and leads. Yes, that’s what you’re looking for. Well, the way to grow on social media, that that a lot of people don’t realize, is it’s not or it’s not all organic.

Shelly Miller 

Right? That’s a good point.

Mike Miller 

A lot of it is paid. Yes. So you want to promote your content, promote your posts. Yes. Well, just because your salesperson is posting something, right. And they have a big following. Doesn’t mean that they shouldn’t also pay to promote that post. And it just brings, it gets more visibility to that post. So think about if you had 10 sales reps, right? Yes. And you had you had your marketing department created promotion for today, they promote it, and they pay to promote it, then you have 10 sales reps, and they’re all posting it to their networks, but then also boosting it. So it has wider, you know, wider visibility. Yes. So now you have, you know, 11 different ad accounts, I guess it’s the best way to say it. 11 different ad accounts promoting the same message to wider and wider audiences. Exactly. So really, then that way, your leads or prospects that are you haven’t found yet, you know, they don’t know about you yet. That’s a really, … it increases the odds in your favor.

Shelly Miller 

It does. And as with the example I just gave, this isn’t a new concept. No, no, we’re talking this was 1999 when this company was giving salespeople money to join these groups. Yeah, basically,

Mike Miller 

you’re doing the same thing cost $500 to do the Chamber of Commerce a year, right.

Shelly Miller 

And you’re so and today, we’re giving salespeople money to promote, to promote and boost their posts? Yes. So it’s the same thing. exactly. So it’s, it’s an expense, but it’s not.

Mike Miller 

Right. And you can write it, write it off.

Shelly Miller 

it’s a huge benefit to your company, it is absolutely something to definitely think about.

Mike Miller 

Exactly. So, um, there’s a lot more to this topic, but we’ve really covered the high spots. And if you’re more, if you’re interested in learning more, you know, let us know. And we’ll we’ll go deep on it, you know, ask us a question. We’ll, we’ll answer

Shelly Miller 

it. Yeah. And if you want to look at the client magnet, outline that the system outline so you can see you know, where the resource library fits in where sales, you can download that as well. It’ll be in our show notes and on the YouTube video description.

Mike Miller 

Exactly. And on mindwhirl.com the quick guide. So there you go. With that.

Shelly Miller 

We’ll see you next Thursday.

About Shelly Miller

Entrepreneur, marketer and social psychologist - I help you make the most of your business with marketing, online and offline.

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