What are brand ambassadors, and why do you need them? What factors should you look for when searching for the right ambassadors? And what methods can you use to find them?
Never underestimate the power of word of mouth! Recommendations from people who genuinely love your brand are your strongest marketing tools—they resonate with your audience far better than messages directly from your brand.
So, mobilizing and sustaining these recommendations in the long-term is crucial. And with their willingness to commit to your brand for the long term, brand ambassadors are powerful marketing assets!
But who are brand ambassadors, and what is a brand ambassador program? Most importantly, what factors are key to making your ambassador program successful?
In the referral marketing world, there are a ton of terms that all sort of mean the same thing. But what do you think of when you hear the term brand ambassador and how is a brand ambassador different?
Ambassadors are actually very helpful when it comes to spreading the word about your business. Not to be redundant, but word of mouth is very effective. So what makes ambassadors different is that they encourage people to use your product or do business with you because they are an influential person. This person represents your brand and is able to discuss your brand to the public. They are basically seen as a brand expert. They aren’t telling people to try this, buy this, use this. They are using the product themselves and simply expressing why they use it.
Brand ambassadors are real people who love your brand, who want to see your brand succeed, and who genuinely and actively use your products.
After identifying people who are already enthusiastic about your brand and its products, your brand will officially recruit these people as ambassadors.
Ambassadors promote your brand continually, via word-of-mouth. So, your brand ambassadors must be pros at talking about your brand online and offline: on their own social media accounts, at trade shows, at community events, and via networking.
They are real-life humans who use your product and believe in what your brand is doing. This could mean an ambassador is an employee, it could also mean it’s a partner or even a customer. These people are working for you to help spread your message via social media, trade shows, events and just by networking for you. Why? Becuase they love you. They’re just like you and they want to see the business do well. Talk about top-notch cheerleaders.
Think of a brand ambassador basically being an informal spokesperson. Or someone who was hired to actively promote the brand, without being too stuffy. Rather than having a formal press release or speaking based on a script (though there may be a few guidelines to follow), these people like to get right in the action and talk to people one on one. As mentioned earlier they aren’t trying to push anything, they are rather expressing their fondness while being informative about the product/brand. They are the people who put a face to the product.
What is the difference between Advocate, Ambassador, Influencer and Relationship Marketing?
Unlike promoters and some influencers, ambassadors love having authentic one-on-one conversations with people who are interested in your brand and products, rather than sticking to a script.
To help you understand the difference between the terms being used today, we wrote an article on our blog to help you understand the following marketing terms:
People trust recommendations from friends, and the next best thing is an ambassador. These people love your brand and aren’t afraid to share it, that’s not the only reason you should use a brand ambassador.
Move over, traditional ads. Step aside, posts on branded social media accounts. If you’re aiming at acquiring and retaining new customers, the most effective form of marketing is word-of-mouth.
Recommendations from people who use your products in real life resonate with audiences far better than messages directly from your brand. So, finding people who love your brand, and are willing to keep spreading the word about your brand to their friends consistently, is key.
Brand ambassadors fit all of these requirements—and they’re ready to commit to you for the long haul.
But what unique benefits do they provide that make them worth using? What sets them apart from traditional advertising? And is recruiting your own employees as ambassadors a wise choice?
A great brand ambassador can really make their word stick providing you with a good source of credibility. Take a dentist, for example, who recommends a specific brand of toothpaste to her patients. She most likely will pitch only the brands she trusts and uses herself. Therefore providing you with a persuasive advertisement, that is powerful and believable.
Some people use advocate and ambassador interchangeably. But, it should be noted that a true brand advocate is a consumer, and a brand ambassador is typically someone that is sought out to help.
Understanding the basic elements of a brand ambassador program is huge when you are trying to get outsiders to relate to you.
Promoting your business online and in person can be a big challenge. This is why amping up your sources and channels for word of mouth to occur is crucial. If you’re searching for a way to amp up the volume, a brand ambassador program may be exactly what you need.
Starting a brand ambassador program can definitely help you promote your business by using word of mouth tactics. Thanks to social media, you may be able to find a few ambassadors eager to help by simply looking online. In fact, there are a ton of opportunities out there for you to get the word out about your business. The best part is, it can be done without you having to mass-blast your information… Instead, you can have an ambassador in your program do it for you.
Are they really that different? Or are they practically the same? In this article we go over:
Use what you have, call it what you will. Start from the inside, cultivate a culture. Should you leverage your employees as brand ambassadors?
Online and offline, brand ambassadors are your brand’s reliable cheerleaders. These real, active customers are experts at sharing your products via word-of-mouth, in informal, unscripted conversations. Ambassadors commit to your brand for the long term because they love your products and are passionate about seeing your brand succeed. They promote your brand on social media, at trade shows and other events, and via networking.
Brand ambassadors can be divided into several categories based on the brand and niche knowledge they possess, their positioning relative to your target audience, the authority they hold, and whether they’ve entered a formal agreement with a brand. Which type is best for your business’ needs?
Brand ambassadors are awesome because they serve as long-term advocates for your brand online and offline. They share their genuine love for your products and services on social media, at trade shows, and at other events, all because they want to see your brand succeed. Thus, they give prospective customers good reasons to trust you. If your business plans to tap into the power of brand ambassadors, you’ll need to select advocates who have the right skills.
Finding the right person to be your brand ambassador is like filtering out any job applicants. There are some characteristics that can make it or break your program.
What does a good brand ambassador look like? How should they act? What should they know?
Whether or not they are new to the idea or an expert brand ambassador, these characteristics is what you should be looking for when hiring the perfect ambassador
You’ll want to create a network of ambassadors to reach a wide and relevant audience. First and foremost, you must look for people who already love your brand, who use your products or services regularly, and who embody your brand’s values. But you should choose brand ambassadors who also has the following characteristics:
A brand ambassador program formalizes your relationship with people who love your brand and gets them involved in promoting you officially. Through a brand ambassador program, you’ll recruit your biggest advocates— people who are already engaged with your brand. These people are the ones who have enthusiastically promoted it without prompting.
The ambassadors you recruit for your program will focus on promoting your brand by increasing sales, driving conversions, and/or augmenting brand awareness, online and offline. So, a brand ambassador program lets your company channel the strength of trusted recommendations to accomplish your brand’s goals efficiently.
As part of the program, you’ll give your ambassadors insider information about the brand, including key brand messaging and campaign messaging, so they can help your brand accomplish your goals through word-of-mouth.
You’ll also give them some basic guidelines to follow when representing your brand. But even with these guidelines, ambassadors will and may have already promoted your brand authentically, without any scripts. The use of a program is to help spread the word about your brand on social media, on other websites, at public events, at trade shows, through face to face interactions, and through networking.
Running any program without tools ans strategy is like finding needle in a haystack. Why would want to find a needle in a haystack when you have the tools to do the leg work. Here are 4 essential part of running a program successfully.
Starting a brand ambassador program can seem daunting. But it really doesn’t have to be. In fact, if you have happy customers already cheering for you, you’re off to a good start. Here are 5 steps on how to create a brand ambassador program.