The brand ambassador or brand ambassador is a figure that has become key in many influencer marketing strategies. It is a person who acts as a representative of a brand transmitting its same values and promoting and showing its products or services in different corporate media, including social networks, thus becoming a kind of image.
You explain how to create a good brand ambassador program to strengthen and increase brand visibility, differentiate the competition and increase sales.
How to meet the perfect brand ambassador
A brand ambassador is a person who becomes the corporate image of the company, so their statements are directly associated with the brand they represent. This means that The values and ideas that they transmit as a person must be compatible and equal to those that transmit values as a brand ambassador. In this way it will sound credible and a relationship of trust will be generated with the public.
On this basis, to find a good brand ambassador you can search between:
- Customers: It has been proven that potential customers value much more positively the opinion that comes from someone outside the company.
- The team: There may also be a good brand ambassador, who also knows perfectly the inner workings of the brand. If this combination is knowledge with a good transmission of values and promotion of products and services, a very good result can be obtained.
- Trading companies: All those organizations and companies affiliated with the brand also influence purchase decisions, so they can also play the role of brand ambassadors.
- Brand ambassador platforms: its platforms that connect brands with people interested in being a brand ambassador. Here you can find different types of profiles, so it is a matter of finding the one that best suits what you want to transmit and communicate as a company.
Depending on the type of company, it will be more comfortable to search for that corporate image in one place or another. Of course, the most important thing is that the profile of this person fits with that of the brand.
What to choose for your brand: brand ambassador or influencer?
The figure of the brand ambassador is different from that of the influencer, and while the latter tends to have occasional collaborations, a long-term collaboration is sought with a brand ambassador. Another key difference is exclusivity, since an influencer can collaborate with other brands, whether or not they belong to the same sector, while a brand ambassador cannot.
All this means that a brand will have to resort to a brand ambassador as exclusivity, commitment and a long-term relationship there is an influence when looking for a specific collaboration for a specific campaign.
Types of brand ambassador programs
Depending on the object, it is possible to distinguish different types of brand ambassador programs, if these are the most used:
- based on requirements: in which case the ambassador requires that a series of minimum requirements be met, such as a certain number of public actions in social services at the entry of a specific time zone. Deal with a very versatile type of programsince it can be applied in any type of company regardless of the sector to which it belongs, and it is ideal to keep a much more precise control of the money allocated to this part.
- through affiliates: In this type of program, products and services are promoted through an affiliate link, which gives the ambassador a commission per sale. is perfect for get promotion and increase sales.
- through employees: It would work the same as an affiliate program, only in this case the ambassadors would be the same employees. The ideal is to enjoy the freedom to talk about the brand, its products and services, as this will be much more natural and credible for the consumer.
- through clients: It can be more or less formal, but the idea is that it is the customers themselves who decide to be part of the program and talk about the brand and its products or services. This is a way of generate greater trust in the brand among the public.
- through university: Universities are an ideal setting to publicize products and services, and that people with very diverse profiles can be found there, although in general it is used when the idea is capture the attention of a young audience. In addition, students tend to be very active within social networks.
The programs are compatible with each other, which means that several can be used at the same time.
How to create a program of brand ambassadors or brand ambassadors
In order to be able to create a good brand ambassador program, regardless of the type, it will be necessary to take into account the following:
Define program objects.
Before carrying out any type of action, the objectives must be established very well., is that this will determine the type of strata that will follow. Some of the most common objectives are to increase sales, gain visibility and create quality and interesting content for the audience.
In addition, having a clear objective can be very useful in finding a brand ambassador who fits within the company.
Set the selection criteria for your ambassadors
The brand ambassador is a key part of this strategy, so it is important to choose those people who have values, ideas and qualities equal to or compatible with those of the companyit is necessary to convert in the image and visible face from this.
The ideal would be to look for ambassadors among customers and employees, although platforms created exclusively for that can also be used.
Create program guidelines and materials for ambassadors
Any brand ambassador needing the help of the company to be able to make a good promotion. So C Giving them access to tools that help them carry out their work in a better way is as important as the person sharing values with the brand. This means that in addition to receiving products or having access to the brand’s services to be able to talk about them, it would be interesting for ra to participate in workshops, courses or any activity related to its activity.
Promote and empower your brand ambassadors
For ambassadors to feel motivated and engage with the brand It is important that you are valued and that you receive rewards because you compensate for this. These compensations can be economic or in the form of gift cards, discounts, free products…
It is also interesting and very useful to ask them how they feel about their work, as this will make them feel part of the company and can give clues as to whether they need to be compensated in some other way. In addition, whenever you have the possibility, it is important to mention them to thank them for all the effort.
Monitor the results of your brand ambassadors
To know if the strata are having good results where it will not be necessary to follow up on each of the ambassadors. All the data is important to know what is working and what should be changed: publication date and impact of each of them, brand reach, traffic, issued rewards…
It would also be interesting to report the results to the ambassadors, so that each one of them knows how to approach the following publications or what actions to take to improve.
Best practices for running your brand ambassador program successfully
For a brand ambassador program to work, two-way communication between brands and ambassadors is key. This implies send frequent updates to brand ambassadors with the launch dates of products, offers, promotions, events… Having all the information you can create content in a much more efficient way.
Another important point is receive comments and opinions by the ambassadors regarding the company’s products or services. And you have to remember that this is a team effort, so that’s okay. offer suggestions and want to receive them powder improver.
We can conclude, then, that the figure of the brand ambassador can be a key part of an influencer marketing strategy. Of course, there are three fundamental pillars for them to work and give good results: you have to choose the person or people who play this role very well, you have to create a good program before carrying out any action and make a good hanging follow-up to be able to do the corresponding modifications.
