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Do you want your brand to reach its maximum potential and target as many people as possible? Then you should build a loyal brand community that will always choose you over the competition and defend you in times of crisis.
Brand ambassadors can help you do that.
Here’s the catch:
You have to learn how to create a brand ambassador program that works. You can learn it yourself or start with a DFY influencer marketing campaign and then turn your influencers into brand ambassadors.
This guide will help you consider all the facets of your campaign to ensure you’re building awareness, credibility, and increasing your revenues.
Brand ambassador programs don’t fit all brands. Before you start one yourself, consider these points:
Remember that brand ambassador campaigns aren’t set in stone. You have to be flexible about their evolution. However, you have to build a rock-steady foundation based on these pillars:
Your campaign should begin with your goals. Whether you want to overcome a PR crisis, increase brand awareness, or raise revenues, clear goals are essential because:
You’ll know what you want to achieve.
That means you’ll know:
Want to learn more? Click here to read about creating an Instagram brand ambassador program
Before delving into the matter of finding brand ambassadors, consider this:
Influencer campaigns aren’t the same as ambassador programs.
You can read more about that here, but the point is brand ambassadors don’t have to be as influential and renowned as influencers.
But they do have to be loyal to your brand.
It gives you a world of opportunities because you can find brand ambassadors even among your existing customers and employees.
Many brands already use this strategy. Think Transferwise.
Using your customers and employees as brand ambassadors means pondering these questions:
Probably most important of all:
What if one of your customers is using both your product and the competing brands?
The answer is complicated, but you can make things work if your brand ambassador uses an indirect competitor’s products. That way, they can highlight different purposes for each item.
Before you settle on your brand ambassadors, consider these issues:
Once you have a profile all set, here’s how you’ll find your ambassadors:
Or you can choose one of the best online tools on the market:
1. Goals. Structure your brand ambassador program by setting your goals. We already discussed that above. Make sure you evaluate your current position first and that you set SMART objectives.
2. KPIs. Key performance indicators can include:
3. Strategies. Use these KPIs to set the right strategies, tactics, and instruments. Consider each of your messages carefully and review the best channels according to your audience’s profile. For example, you can use:
4. Measure the results. You can measure brand awareness by considering social media engagement and organic participation. You can also track sales effortlessly if you give your brand ambassadors personalized promo codes and links. Or, you can use lots of tools like Instagram tracking, Google Analytics, and inBeat tracking.
Craving for more details about building an effective brand ambassador campaign? You can read our complete guide for brand ambassador programs here.
Make sure your brand ambassadors do what they’re supposed to by drafting a contract. Here’s what these policies and guidelines should include:
You have to build and keep a strong relationship with your brand ambassadors. For example, for the Mogo.ca campaign, we collaborated with a YouTuber Carter Sullivan who created series of videos about Mogo and its benefits. This long-term collaboration was possible only because we put effort into building relationships with this creator.
Awesome rewards equal better pieces.
You need to have a great reward system in place to keep your brand ambassadors motivated. If you’re only rewarding them when they bring in more sales, your ambassadors will tend to give up.
Unfortunately, that means they won’t generate as much awareness as you need.
Here’s what you need to consider:
These rewards should keep your ambassadors engaged. Therefore, you have to combine them with excellent communication and other insightful tools.
One of those tools is game theory. Various platforms use it to motivate your ambassadors through a mix of timely rewards, design particularities, and praises.
It’s not enough to reward your ambassadors. You should also hook them.
That’s why you should consider an operational team that takes care of planning and execution.
Besides, you don’t want to forget about sending them their rewards, do you? Because if you lose trust and don’t fulfill your promises, your ambassadors will leave.
inBeat is here to help. We already told you that our Tik-Tok and Instagram databases are free, right? Get in touch here.