How to encourage all your employees to use your brand/marketing portal
Getting as many of your people as possible involved in marketing content creation: this is something that makes sense on every level.
For a start, It means you can do more in-house - and get it done quicker. Also, research shows that employees have, on average, a 5x greater reach than corporate accounts - and their followers are much more likely to convert. So especially when it comes to social, if it’s generated and distributed by real people, this content is potentially going to be among your most valuable marketing assets.
Once you have recognised this, the next obvious step is to create a brand portal: a central hub where employees can find all the rules, hints, tips, templates and other assets they need to start creating. Your portal keeps your people on track, it streamlines the creation process - and helps keep you in control of your central brand message.
But just because the hub exists - it doesn’t automatically mean that your people are going to make the most of it! Here are our tips for ensuring maximum brand portal buy-in and usage.
Make it accessible
A portal is no use if it’s hidden away on the C-Drive. The whole point is to ensure that everyone is following the same rules. Employees from all departments, home workers, local branch staff, external consultants and freelancers, your creative agency: all need access to it.
So ideally, your portal will be capable of being accessed securely and reliably by all stakeholders - wherever they happen to be. If it’s accessible and if the risk of versioning errors is eliminated, this also makes it so much easier for multiple people to collaborate on the same projects.
Make it comprehensive
There’s little point having a central hub for all assets - but then your head designer decides to hoard the latest banner versions on his desktop. Make sure that ALL your people understand that this is THE place for storing and distributing assets. No more standalone folders and spreadsheets scattered across your systems!
Make it navigable
Especially when it comes to non-specialists, if employees access your portal only to be confronted with a confusing ream of identikit folders, you cannot blame them for heading straight out again.
Whether they are creating a LinkedIn article, a fly-on-the-wall video or they need a great image for a simple Facebook post, your portal is fit for purpose if it allows them to access precisely what they need right away.
Provide a welcome
If the instructions are unclear, employees are more likely to step back from the process. Super-relevant for first time content creators, you need to ensure that your people fully understand your brand’s do’s and don’ts before they get to work with content creation.
This is why it’s so useful to have a dedicated ‘Education’ section where all your guidelines are readily accessible. Bear in mind that the rulebook will evolve as you learn from past campaigns. As such, this section needs to be easy to update - and you should be sure to update everyone when the guidelines have changed.
Add some tools to make it easy
Don’t overlook those employees who may have great ideas - but who are lacking the technical skills to turn those ideas into reality. From print ads through to swish Web banners, your portal will have maximum value if it’s accompanied by the type of tools that enable your people to create all of this with a couple of clicks.
Clients like BP, Citi, Credit-Suisse, IBM, Rolls Royce, Coca-Cola HBC, Booking.com, PwC, PMI, Wells Fargo, Pfizer, Unilever, Vodafone and IHG have already tapped into the benefits of the Papirfly portal. To discover how it can transform your marketing and brand communications, take a closer look today.