ClickDimensions
ClickDimensions
ClickDimensions
ClickDimensions

Marketing

Measuring ROI for your Employee Advocacy Program

by ClickDimensions Marketing

The days when it was virtually impossible to measure social media in general, and employee advocacy ROI specifically, are long gone. With the right methodology and supporting tools, you can quantify the impact of your employee advocacy program, just as you do for any other B2B marketing channel.

Here’s how to get started measuring and maximizing your employee advocacy ROI.

First, it’s helpful to understand the cycle.  For most newly established programs, you’ll see engagement metrics rise, and then conversions follow later.  The delay in conversions should map fairly consistently with your average sales cycle duration, so it may be weeks or even months before you’ll expect to log conversions.

Next, track your advocacy conversions and benchmark this number against conversions generated by other social marketing initiatives (corporate channels, paid social ads, etc).

If you find that engagement levels are growing but the conversion rate isn’t keeping pace, here are some techniques that can help maximize your ROI:

.

  • Evaluate how well advocacy content is targeted to your buyer persona(s): if you’re using your social data right, you know a thing or two about leads that originated on social. Let the data tell you how to better tailor your content.
  • Make sure that content topics align with employees’ roles. For example, ensure your customer success team posts content relevant for existing customers, while sales shares posts that will be interesting for prospects.
  • Dashboards help you understand the content types, formats and networks that produce the most conversions, so you can focus your efforts there.

None of this requires heavy lifting, but it does depend a smooth flow of employee advocacy engagement data (and overall social engagement data) into your marketing and sales technology stack. A tight integration between your CRM and martech platform is the lynchpin to getting a complete picture of how employee advocacy impacts revenue.

Employee Advocacy

Happy Marketing!

[Source: The B2B Marketers Guide to Employee Advocacy, Oktopost]

Related Resources

Go to Top