Why brand ambassadors are your secret weapon
Are brand ambassadors something you’ve chosen to ignore or even dismissed as unnecessary? If so, you could be doing your business a major disservice. Far from a frivolous marketing ploy, quality ambassadors can help give your brand a much-needed stamp of authenticity that might be the silver bullet in a crowded marketplace.
A successful brand ambassador will humanise your corporate image and make it more relatable by helping your customers to better understand the practical applications of what you’re offering. This can lead directly to both increased sales and higher engagement.
A strong ambassador will often bring their own network to the table, which can be a huge help in increasing your reach. Whether they’re active on LinkedIn or other social networks (such as Instagram or TikTok), a consistent contributor to the press or a regular on speaking and presenting circuits, the right person should have a reputation for integrity and a distinct sphere of influence.
Bear in mind, their network doesn’t necessarily need to be huge, and someone who has the ear of 1000 quality customers is worth more to you than someone with a random following of 100,000 people on Instagram who have no interest in your brand. Ultimately the right ambassadors will help build a bridge between your brand and your perfect customers.
So who exactly qualifies as a brand ambassador? Great question. Let’s briefly run through the options:
Social media influencers
The best-known type of these are macro influencers who have managed to build up huge followings (anything upwards from 100k) and are usually associated with a specific topic or genre. These people play a numbers game, which means the majority of their followers won’t be interested in your brand, but their followings are so large that you could still enjoy strong cut through. Alternatively, you could look at working with micro influencers (10k and up) who often have smaller but much more engaged followings, or even niche influencers who focus on a specific area that’s relevant to your customers.
Celebrity ambassadors
This group is similar to macro influencers, as they generally have large followings. But they are set apart from those only renowned through social media because they are usually celebrities for a compelling reason, such as their work as an actor or sportsperson or politician. While building their career, they develop their credibility and attract a vast network of admirers and followers interested in their opinion. When the right celebrity endorses your brand, it can be game changing. Just ask Michael Jordan and Nike.
Your customers
NOTHING is more powerful than the genuine endorsement of a happy customer and their rave reviews can be invaluable in converting new sales. User generated content and testimonials, especially on high traffic sites such as Google and Trustpilot can be particularly helpful for reaching a huge audience.
Employees
Another effective group of ambassadors are your employees. It speaks very highly of your business and approach when your own staff is raving about your brand, and their endorsement can be a strong inducement for new customers who might otherwise be on the fence.
Business partners
You can also look to others you work with successfully for external ambassadors, such as any affiliate partners including charities, associated organizations or other companies affiliated with your brand. When they are proud to work with you and are not afraid to show it, this can persuade new customers to give you a go.
This might all sound a little overwhelming but, lucky for you, our team has extensive experience helping our clients find the right partners and run successful brand ambassador campaigns that connect with the target audience and get powerful results.
If you’re interested in working with us or even just have some questions, please feel free to get in touch.