How To Choose the Best Brand Ambassador for Your Business /
As businesses are forced to pay more and more attention to their digital marketing, many are realising the value of having a strong brand ambassador program to help increase brand awareness, particularly online and social media. Brand ambassadors are not the same as influencers, which we have previously written a blog about so do have a look if you need a recap!
Importantly, 92% of consumers are much more likely to believe recommendations from family and friends much than direct messaging from a brand itself. Which is why adding a human element to your brand can be so effective – someone customers can relate to and trust.
So how do you go about selecting the best brand ambassador? Here’s some key characteristics that we believe should be prioritised during your search for your perfect brand ambassador.
SHARED PASSIONS AND VALUES
It is unquestionable that your brand ambassador should mirror your business’ values, as well as be passionate about your product or service. This is crucial if you are to create an authentic and genuine brand ambassador program, which will inevitably pay off. Envision your brand ambassador as the face of your company. Your brand ambassador will grow alongside your company over a long period of time, ensure this is a person you are enthusiastic to work with for a while.
PROFESSIONALISM
Using brand ambassadors for your business will involve a level of monitoring, therefore it is in your best interests to find someone who is highly professional and know what is expected them. Do they sound excited and motivated to be working with you? Do they have some knowledge of social media marketing practices? You want someone who can communicate effectively so you’re not having to chase them!
ONLINE PRESENCE
Your brand ambassador doesn’t need tons of followers to have an impact on your business’ growth, but what they do need is active followers who also represent your customers. Are they active on their social media channels? Note how many likes and comments they get on their posts in relation to their follower count, as this is a good indicator of follower engagement. Make sure you set up an agreement about what amount of their content will be advocating your business to maintain a clear understanding and a positive relationship.
WHERE TO FIND BRAND AMBASSADORS?
Before you start your hunt, make sure you’ve thought about the key characteristics above, and any other qualities you think would benefit your brand. One of the most successful methods of finding a brand ambassador, is using social media to find your most dedicated followers and customers, who may already be promoting your brand unofficially. This way you can be sure that they will share your brand in a positive light and have real passion while doing so.
Other than social media, you can find brand ambassadors on review websites, or existing customers who have had first-hand experience with your business. Or some businesses believe that their own employees are the most believable ambassadors!
Ensuring the brand ambassador program is mutually beneficial is crucial if you are to maintain a long lasting, positive relationship, but if you get the balance right then it could have a great impact on the growth of your brand!
If you’re considering increasing your business’ marketing efforts, feel free to book a FREE discovery call with Christine!
