The article highlights the evolving role of social media in the B2B buying journey, emphasizing the significant influence of platforms like LinkedIn on decision-making processes for B2B buyers. Research indicates that 71% of decision-makers are swayed by social media, with LinkedIn emerging as the platform where purchasing journeys often begin. To effectively capitalize on this trend, brands should leverage employee advocacy by encouraging team members to share insights and positive messages, which enhances engagement and trust. By providing guidelines and training, organizations can turn their employees into brand ambassadors, ultimately driving conversions and deepening relationships with their audience.
71% of B2B decision makers say that social media influences their decisions when considering new products for their companies.
Content shared by employees leads to eight times more engagement than content shared directly by brands.
Encouraging employee advocacy amplifies reach and injects authenticity into a brand's voice.
Implementing advocacy programs can turn every team member into a brand ambassador, fostering deeper trust with potential clients.
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