1.8MAudience reached in first year
30KUnique clicks generated in first year
1885%ROI compared to ppc advertising
Inbound marketing and marketing automation are rapidly growing megatrends, and in late 2014 and early 2015 ZEF was transitioning their sales and marketing approach from outbound to smartbound. The company was actively looking for solutions that would help them to get more visibility for their content and generate inbound leads. As part of this process, the company also wanted to activate their employees on social media and encourage them to start building their thought leadership.
ZEF first heard about Smarp through a recommendation that encouraged them to try the platform out. The company immediately saw the benefits of an Employee Advocacy tool for their communications and decided to get on board.
Smarp’s introduction and implementation was extremely easy. ZEF simply communicated to their people what Smarp is and why they were about to use such a service. They sent out invitations to join the platform, after which people started experimenting with it. That’s it!
According to Maria Lahtinen, ZEF’s Service Director, “using Smarp is really simple and intuitive. No one needed instructions on how to use the platform. “After registering to the service, you simply start using it”. She adds that it would be an instant turn-off, if users had to be instructed on how to use the app.
The initial goal for the Employee Advocacy program was to help employees in building their personal brand on social media. ZEF achieved this goal in an exemplary way. The content the company’s employees share to social media generates, on average, 2.22 clicks per share on Twitter, 6.86 on LinkedIn and a dazzling 22.43 on Facebook. In addition, ZEF noticed that Employee Advocacy goes hand in hand with inbound marketing. Lahtinen explains that it was an eye-opening moment when their video was uploaded to Smarp and people truly wanted to share it. The shares generated views and clicks, then views converted to leads, and leads to sales. They uploaded another video and all this happened again, and then again!
Today, Smarp plays a key role in ZEF’s lead generation. While messages from employees are considered more credible and authentic, Employee Advocacy also provides a cost effective distribution channel compared to paid advertising. Also, ZEF’s clients have noticed the increased social media activity of ZEF’s employees.
What the client says...
"Smarp is very intuitive and easy to use. One of the best features is that the platform recognizes individual users by providing feedback on how their content performs. Since we started using Smarp, our people have become more active on social media and they quickly branded themselves as experts in our field. We find that audiences prefer messages from actual people. Our Employee Advocacy program correlates directly with increased web traffic and leads."
ZEF is a software company offering intelligent surveys for insightful sales and marketing. With ZEF’s online platform, you can build meaningful surveys, quizzes, selectors and assessments to profile your audience and make better decisions.