Competing for attention
Can you have lagom branding? In Swedish, ‘lagom’ has influenced Swedish culture for centuries. Lagom is a Swedish term which means not too little and not too much. During the past centuries, Swedes used lagom to communicate and prioritise balance.
When is enough enough, too little or too much? In my opinion, branding is about lagom but thought in a consistant manner. If you do too much without actually gaining any brand engagement some thing is wrong with the product or brand itself. Too little you become invisible. Striking the right balance of a brand being present, engaging and consistant, you will have a brand that is just right. Lagom.
Zero Moment of Truth (ZMOT) is a report by Google. It is about consumer behaviour and they found that your brand’s presence to a far extent determines if a customer will buy from you. The report shows that a prospect have to spend about 7 hours with your brand, in 4 different locations and with 11 different touch points in average, before they are willing to move on with a purchase.
The goal of content marketing today is to make people spend time with your brand. We are fighting for our readers’ attention more than ever. With an omnichannel approach, we are trying to reach far and beyond. Thus this approach supports that ZMOT way of thinking, one could wonder how effective this approach really is.
Well, so many would not dedicate their time if there wasn’t some truth to the story. But in my experience, I sometimes feel this approach to leaving much to chance. Hoping that the right person will click on yours and not your competitors’ content.
Reflecting on your bottom line
With employee advocacy you gain more control over who your audience is, and with a known sender it is more likely that it is ‘picked up’. When employees share your brand messages on social media, they get 561 percent more reach compared to corporate social media channels. That is a lot by the way. But reach is one thing. It is important thinking of ZMOT, but sharing is also 24 times more frequently when posted by an employee. Now we are talking about serious reach. However, we content shared by employees receives 8 times more engagement. Engagement is key, especially for bringing prospects down the sales funnel.
This is reflected on the bottom line because in the end we trust people more than we trust brands, and we are more likely to engage with people than we are with brands.
When employees increases their brand engagement you will strike the right balance between branding and personal influence. Just right. Lagom as they say. However, there is no doubt that if you do not involve employees on social, you are absolutely losing out to companies that do.