Your ambassadors could be your employees, partners, or customers. They may be experts in your brand’s niche or field, but they don’t have to be, as long as they’re authorities in your brand. Their loyalty is also key—brand ambassadors agree to maintain an ongoing relationship with you.
Why are brand ambassadors important for your brand?
Most importantly, ambassadors give new customers a reason to trust you. They inform others about your products from their own authoritative perspective, without explicitly saying “try this” or “buy this.” Potential customers rely on these genuine experience with products, and this makes them more likely to purchase. Thus, brand ambassadors are extremely important for driving brand awareness and increasing sales.
Brand ambassadors’ longevity, authenticity, and expertise make them powerful brand voices that your potential customers trust.
Because of the viral nature of the web and word of mouth, brand ambassadors can easily become your online and in-person brand representation (can you say ‘cost-effective’?). They give new customers a reason to trust you. Not only do they send new customers your way, but they usually end up as a lifelong customer. It should be noted that brand ambassadors can earn incentives. Often times this is the reason why they are motived in the first place. This is not necessarily required, though (but, who doesn’t love company swag?).
A brand ambassador program is a cost-effective way to widen your marketing, without having to put much money or effort into it. This is because brand ambassadors can hit different demographics in a variety of regions you may not be able to market to. You provide the product, and your brand ambassadors take care of the rest.
If a brand ambassador program isn’t quite what you’re looking for, you may want to consider using an alternative (yet, similar) type of marketing.
Reliable, Long-Term Advocacy
One of the best benefits of recruiting brand ambassadors is their continued commitment to your brand.
- Ambassadors agree to work with your brand because of its existing positive relationship with your brand. They’ve likely promoted your brand regularly already, without any prompting. So, you’ve built rapport with each other long before they officially signed on to promote you.
- Ambassadors will usually create digital content for your brand regularly. Unlike influencers, who agree to post about your brand only once or twice, ambassadors will share about your brand often on their social media accounts or blogs.
- And you can reliably call on ambassadors to keep sharing their positive experiences offline as well, in multiple different scenarios. As Entrepreneur puts it, “an endorser will say nice things in a [single] survey. A brand ambassador will say nice things for a year straight.”
- Brand ambassadors are great people to test new products out on because they’ll provide valuable feedback on these products before any formal launch.
- They’re also awesome sources of other feedback, like advice on how to better reach certain audiences, because they’re passionate about helping you build your brand.
Here’s another powerful reason why you should recruit ambassadors: if the majority of messages about your brand come directly from your brand, you’re going to struggle to get your message across. People are exposed to so much media every day that they’ve learned to cut through the saturation and ignore what they deem irrelevant—including your ads.
- According to Nielsen, 92% of consumers from various markets are more inclined to believe people who are in their circles than direct messaging from a brand.
- Only a third of consumers say they trust traditional ads.
- Also, almost 75% of consumers decide what to buy based on social media posts, but 96% of the people that discuss brands online do not follow those brands’ owned profiles. So, consumers don’t have as much trust for social media that comes directly from brands—instead, they’re turning to posts and reviews from individuals.
But your potential customers listen to brand ambassadors. People trust the opinions and recommendations from others who have used the product in real life, far more than they trust ads.
In fact, personal experience is the source of information consumers trust most. Brand ambassadors use your products regularly, speak from their own perspective, and recommend your products based on authentic experience, without being too “salesy.” Plus, they’re largely speaking to people who already follow them!
So, it’s easy for them to connect with their audiences genuinely and with true enthusiasm. Ambassadors provide powerful testimonies about your brand that lead to conversions!
Brand ambassadors aren’t just regular users of your products—they’re also authorities in your brand (and possibly experts within a niche). And it’s natural for customers to trust experts.
According to a B2B Buyer’s Survey report, industry experts and peers are the top 2 resources for buyers to get advice. From their followers’ points of view, ambassadors often serve as both “experts” and “peers!”
- It’s wise to recruit authorities in your field to serve as brand ambassadors; for example, an outdoor adventurer is a great ambassador for a hiking gear brand, and a dermatologist is a reliable ambassador for a sunscreen manufacturer!
- Whether or not you recruit industry experts, equip ambassadors with plenty of insider info about your brand, so they’re best able to serve as brand authorities, and so they can answer any questions people may have about your products.
One of the best parts about hiring brand ambassadors is that they’re far more cost-effective than traditional ads. After all, rather than being driven by external rewards, ambassadors are primarily motivated intrinsically.
- Although your brand may compensate them with cash, free products, or gift cards, ambassadors’ biggest motivations are seeing you succeed and helping your brand grow (while gaining experience in the process).
- So, many brand ambassadors will agree to help you for free—and if incentives are part of the deal, they are never the most important part.
Managing ambassadors efficiently (with software) isn’t free, but it’s still very cost-effective.
- Compared to paid ads, you won’t need to shell out nearly as much for ambassador management software. (This software lets you track the success of ambassadors’ online campaigns, and manage the rewards they earn if you choose to reward them.)
- As Business.com reports, management software costs even less than ads when you consider the higher ROI of ambassadors’ posts, because of the greater trust ambassadors earn from consumers.
Brand ambassadors already love your brand and are willing to promote it in the long term; their biggest motivation is seeing your brand succeed. So, they’re valuable marketing assets that your brand should mobilize. People trust ambassadors’ genuine recommendations far more than they trust traditional ads. And since ambassadors occupy a position of expertise, potential customers’ trust in ambassadors is even higher. Ambassador marketing is more cost-effective than ads because of this trust, and because ambassadors are often willing to share your products for free.