The Definitive Guide to Building a Network of Brand Ambassadors

The Definitive Guide to Building a Network of Brand Ambassadors

Are you looking for new ways to reach your target consumers
through marketing strategies?

You’ve likely found that traditional advertising avenues are
becoming less effective as consumers are more and more ad-blind. But, as marketers, we always have to be
innovative and on the lookout for new and effective strategies.

That’s where building a network of brand ambassadors comes in.
90% of consumers read online reviews before making a
decision to purchase a product. Don’t you want your brand to be
the brand that is exposed to your target consumers?

The concept of brand ambassadors is quite simple. It’s an army
of people who like your brand and are willing to post about your
brand online. Through blog posts and social media, ambassadors may
be an untapped market that you’ve yet to explore.

Are you ready to build a brand ambassador program? Then keep
reading because with this post we will equip you with everything
you need to know so that you can activate a brand ambassador
strategy today.

Why you need brand ambassadors

Consumers don’t want to hear from brands, they want to hear
from their peers. In fact, 84% of consumers will take action based on
recommendations from people they know.

The reason why this strategy is so effective is that it is
rooted in authenticity. Consumers can read through the lines and
know when a post is forced or the person writing it isn’t being
sincere. So, brand ambassadors can provide the authentic
word of mouth marketing that perks
the interest of their friends and family and elicits real
results.

Think of it like a cocktail party. Do you trust someone who
spouts off how great they are? Or do you trust an acquaintance to
talk about how good a person is. Apply this to how consumers want
to hear about brands. They don’t want to hear from your brand nor
do they trust your brand. They want to hear from their peers AKA
brand ambassadors.

What makes a good brand ambassador?

First and foremost, all of your brand ambassadors should
genuinely love your brand. If they’re happy and passionate about
your brand, then they are going to produce amazing content.

Brand ambassadors can be anyone, after all, the average person
has 400 followers on social media so scaling your
ambassador program can get your brand in front of many people.

The bottom line is that a good brand ambassador loves your brand
and is willing to post about their experience with the brand on
social media channels.

Good-Brand-Ambassador

How to identify brand ambassadors

Identifying these happy consumers is pretty easy so you can
start the identification process today.

One way is to team up with your client services team and find
out from them who your happy consumers are. They’ll have a great
pulse on who will make a great brand ambassador.

Another way to identify an ideal brand ambassador is to survey
all of your consumers on their experience with your brand.

Lastly, you can email all of your customers and invite them to
your brand ambassador program.

These strategies will get you on your way to building up your
network of brand ambassadors.

Customers as ambassadors

Customers are an untapped resource for many brands. Your happy
customers already love your brand and can share their experience on
social media channels.

To get customers to post about your brand and the products they
own, sometimes it takes a little incentivizing. This can come in
the form of monetary rewards, a percentage of sales, a large brand
discount, or free products from your brand.

To activate, organize, and reward your customers as brand
ambassadors, there are tools like CrewFire which allow you to scale
this strategy.

Consumer-as-Brand-Ambassador

Influencer recruitment

Influencers are people with a strong online presence
who haven’t been introduced to your brand yet. They are trusted
by their followers and post about brands for a fee.

Be sure to identify and recruit influencers who fit in your
niche and their strong social following could mean sales for your
brand.

When working
with influencers
, be sure to educate them well about your brand
and send them your best products for them to photograph for their
posts.

Depending on the reach of an influencer, their prices can range
from $200 for a post to $5,000 for a post – so budget
accordingly.

There are a plethora of influencer marketing tools to choose
from like GroupHigh.

Influencer-Recruitment-Brand-Ambassador

What can brand ambassadors accomplish?

Brand ambassadors can achieve many goals for your brand. Their
authentic brand and product recommendations go a long way
including:

  • Content for your brand’s social media channels
  • Sales
  • Brand awareness
  • Testimonials for your website
  • Quotes and pictures for your marketing materials

Giving creative freedom

For the recommendations of your brand ambassadors to come across
as authentic you want to give them creative freedom so they can
post in a way that will resonate with their audience.

Of course, you can give them guidance and educate them a little
more about your brand but the goal is to not be too controlling
when it comes to what they post.

A brand ambassador knows what is going to go over well with
their followers so trust them to do a good and sincere job
representing your brand.

Creative-Freedom-Brand-Ambassador

Nurturing your network of brand ambassadors

To keep your brand ambassadors happy and posting about your
brand, your brand ambassador network needs to be nurtured. Since
this form of marketing is so cost-effective, nurturing should be a
priority.

A few ways to nurture your network of brand ambassadors
includes:

  • Sending thank you emails or handwritten cards
  • Sending them free products from your brand periodically
  • Giving them “inside information” about your brand so they
    feel special and in the know
  • Sharing their posts on your brand’s social media
    channels
  • Surveying them on things they would like to see from your brand
    ambassador program

Keep in mind that just a little bit can go a long way and keep
those brand recommendations coming in.

Measuring your program

As is the case with all of your other marketing strategies,
you’ll want to measure your brand ambassador program. Set KPI’s
before you begin so that you will be set up for success. A few
metrics to consider are:

Final thoughts

Brand ambassadors can talk about your brand in ways that you
can’t yourself without turning potential customers off. Consumers
trust peer reviews so you want as many of these types of reviews
circulating the internet as you can get.

Stay organized and develop strategies for identifying
ambassadors, rewarding them and tracking the effectiveness of your
program.

Don’t forget to nurture your brand ambassadors and consider
tools to help you scale this strategy.

Are brand ambassadors part of your marketing strategy? We’d
love to hear all about it in the comments below!

Guest author: Kristen Matthews has been in the
digital marketing space for 9 years. She splits her time between
B2B and B2C brands. She is most well known for influencer
marketing, content marketing, lead gen, and social media marketing.
When Kristen isn’t busy working on exciting marketing
initiatives, she can be found in one of Denver’s awesome
breweries, hiking or cooking. She’s always looking for new
clients to lend her services to so you can find her on�LinkedIn if you want to talk about
working with her or if you just have questions about marketing as
she’s very friendly and is always willing to help people out.

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The Definitive Guide to Building a Network of Brand
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