92% of people trust recommendations from friends and family more than any kind of advertising. That means that word-of-mouth isn’t just a more cost effective marketing channel, it’s a more authentic marketing channel. Your biggest fans are already talking about you, so why not steer the conversation from the inside? It’s time to market through your customers, rather than to them.
Finding the right brand ambassadors is key to bringing your brand to life in their world in the most authentic way. The process of finding the right people to promote your brand may seem daunting, but we’ve come up with a few tips to help you identify your most passionate customers and turn them into growth drivers.
Identify Your Ambassador Profile
The key to finding ambassadors that will help authentically represent your brand is to find those who are truly passionate about what you are doing and willing to promote that in their own world. The first step is to identify what your ideal ambassador profile looks like. Here are a few factors to consider:
- Are there any quantifiable statistics such as follower count or number of past purchases to take into account?
- Think about the demographics of your brand and that ambassador, do their values align with the brand’s purpose or ethos?
- How do you see those values being portrayed once a relationship between brand and ambassador is established?
- Do you want your ambassadors to focus on driving conversions or awareness?
It’s important to be as specific as possible in creating your ideal ambassador profile so that when the time comes to reach out to potential ambassadors, you can filter candidates based on the goals and expectations you’ve set for your ambassador community.
When thinking about where to look for your ideal ambassadors, there are three main places to start your search: your team, your customers, and your fans & followers. Each of these categories contain real people who wholeheartedly believe in your brand, and who may qualify as excellent ambassadors.
Employees, volunteers, regional managers, & influencers can make great additions to your ambassador community. They already have a familiarity with how the brand works and what it stands for, so becoming a brand ambassador is a natural transition. Employee engagement is helpful because of the higher likelihood that the ambassadors will be more reliable, the ROI will increase, and engagement will likely grow as well.
These are the people who already took the first step in supporting your brand. Start by looking into who is buying what, and how often. Likely, you will find there are a few standouts who show consistent support and are eager to be more involved with what your brand has to offer.
Your Fans & Followers
Recommendations are one of the best ways to generate new interest in your brand. Odds are, the people who follow and enjoy your product or social media content would also love to have a hand in spreading that message even further. It’s likely that your fans and followers are already posting reviews and other user generated content that promotes your brand in a positive light.
Once you’ve identified your ideal ambassador profile and where you will look for your pool of ambassador candidates, next comes the task of reaching out and beginning the process of including those people in your marketing initiatives.
Here a few examples of ways you can reach out to your brand community to recruit ambassadors:
- Email existing customers
- Create an ambassador application
- Share a post on social media
- Share a job posting
When deciding which recruitment method is best for your brand, it’s important to remember that customers really do make the best ambassadors. Leverage your existing customer base by identifying & qualifying those that fit your brand voice, and invite them into your ambassador community.
Building Your Ambassador Community
Once your ambassadors have been invited into your community, building a lasting relationship is imperative. Make sure that they have all the necessary information to get started, assign tasks that are easy to complete, communicate consistently, and reward them for supporting your brand.
For more tips on identifying and recruiting the best ambassadors for your community, get your free download of SocialLadder’s Ultimate Ambassador Guide: A Guide For Attracting Top Ambassadors To Represent Your Brand. Inside you’ll find tips for identifying top candidates, recruitment strategies, a look into the ambassador workflow, and more.