Technology today has changed the way purchasing decisions are made. Information is available from a wide variety of sources, which means when a customer is looking to make a purchase, many people and organizations may influence that decision. You may already incorporate brand influencers into your Las Vegas public relations program by tapping into industry leaders, executive spokespeople or even local celebrities. However, many businesses fail to tap into an incredibly useful group of influencers: their own employees. Here’s how to make the conversion:
Establish a Positive Work Place
Before asking your employees to be brand influencers, you want to make sure your business is a positive place to work. Is the leadership passionate about the products and services? Does the management care about, appreciate and reward employees? Is the corporate culture and spirit a positive one? Does everyone feel part of a bigger team with the same goals to help the company succeed? Employees need to be empowered in their own careers and departments first, and then they will naturally be great brand influencers for the company.
Appreciate the Power of Employees
Most people will trust the opinions of their peers before listening to a company spokesperson, industry leader or even the media. Your employees can have a special power of influence because they are viewed as the insider who can be honest about products, services, processes and even company values. Customers believe they can get the real scoop from employees.
Provide Comprehensive Training and Support
Before asking employees to start conversations on social media, be sure to provide background information, training and support. Help your employees understand what the company is trying to do, ideally beyond just increasing sales. If you can explain the big picture and how your organization is trying to solve an industry problem, provide a product or service that will make customers’ lives easier or more pleasant, or even be part of an organization sharing its profits with a charitable organization, you will help them formulate their personal messages that can then be in line with your corporate positioning.
Keep Them Talking
The key thing to remember when asking your employees to become ambassadors and spokespeople for your company is that the long-term goal is to keep the conversation going. You want to provide new and interesting information to help the questions coming in, the feedback loop open, and the discussion going at a steady pace. As a result, when new products or services hit the market, your potential customers are already primed and more likely to make a purchase.
Ready to learn more about brand influencers as part of your Las Vegas public relations plan? Contact Gina Yager Creative, a PR agency with years of experience in gaming, hospitality, tourism, food & beverage, entertainment, retail, technology, and non-profit.