A brand ambassador is a person who promotes the goods and services of a small business. Small business sales increase by increasing brand awareness. This can be people you hire, people you recruit, or people who sign up voluntarily. Your best brand ambassadors will talk about your product or service for free just because they love it.
But others will have to be encouraged in some way to share their love with a wider audience. You might be offering a free night in your %26 bed breakfast, a gift card to try a week of yoga in your studio or a free subscription to your software service. You can also offer them a discount on products or a gift card. If what you're selling is really fantastic, it shouldn't be hard to get these people to talk about it on social media.
The power of ambassadors is their true love for your brand that shows and is contagious. Brand ambassadors act as animators of your business, representing your company's culture to the public. Here's a look at what creating a brand ambassador program entails, how it can benefit your company, and how to find effective brand ambassadors. At a high level, a brand ambassador or brand advocate is simply someone who speaks positively about your company.
Brand ambassadors on social media applaud your business, show off their latest purchases, and recommend you to their followers. Brand ambassadors work closely with your company for extended periods of time. In many ways, they serve as the face of your brand and an extension of your philosophy and values. There are also websites that collect freelancers that fit the report of a brand ambassador (see below).
Famous brand ambassadors are famous and recognizable people (at least in their niche) with a large number of followers and the ability to influence trends. While a company may work with an influencer for a single or multi-publication campaign, an ambassador typically works with a brand for months, if not longer. In some cases, followers may want these brand ambassadors to influence their decision-making process when it comes to buying. With social media changing the business in unique ways, brand ambassadors are a way to naturally access social channels.
An easy way to find good brand ambassadors is to examine your company's followers on social media and find active followers who are excited about your business. Either way, a brand ambassador association must involve a contract with negotiated compensation for the ambassador's work and effort. While people can use the terms interchangeably, brand ambassadors and influencers aren't really the same thing. Since ambassadors have already used your products, they can use their own perspective and words when sharing your brand with others.
Use a small business CRM to figure out which of your customers might be interested in being brand ambassadors. First of all, it's likely that many brand ambassadors have been working to gather followers for a long time. For Forbes business magazine, it describes how you found the most effective brand ambassadors for your business, and how you can do it too. In addition to this, you can also use a brand ambassadors tool to communicate with your ambassadors, manage key elements of your program, and even search for new brand ambassadors.
We hope that these best practices of brand ambassadors can serve as a solid starting point for creating your own program.