Advertising is expensive, algorithms keep changing, and customers demand personalization. As a result, companies large and small are creating brand ambassador programs to help them connect with their audience in an authentic, effective way. If you’re considering a brand ambassador program, here’s how to find the best advocates for your company.
What is a brand ambassador program?
Before you start compiling a list, it’s important to understand what a brand ambassador program is.
A brand ambassador program is a team of loyal brand lovers willing to promote your product long-term. Ambassadors are often customers that endorse your products on social media or at live events in exchange for compensation, product perks, or other brand-specific incentives.
Think of ambassadors as an off-site crew of brand cheerleaders willing to boost brand awareness and drive sales.
6 Steps to create a brand ambassador list
1. Define your measurable goal
As with any marketing effort, you can’t be successful without a goal. What do you want this program to accomplish? The two most common goals are to drive brand awareness and boost sales.
Beyond setting a goal, know how you’ll measure its success. Pick KPIs that you’ll use to gauge how well the program works.
2. Consider the tasks you want ambassadors to do
What will you ask of your ambassadors? Will they be responsible for creating a certain number of posts each month? Will they attend local events? Will you ask them to shoot videos or take pictures in your store? Before looking for ambassadors, you need to know what you’ll expect from them.
3. Start looking for potential ambassadors
When you’re ready to start compiling a list of prospective ambassadors, there are a few ways to go about it.
Look at your brand’s followers
Scan your social channels. Are there any loyal fans that comment on your messages or have tagged you in their posts? If so, these brand fans are a good place to start. They publicly show interest in your brand or product, which is often a good starting point for an ambassador.
Use influencer marketing software
Use an influencer marketplace or software to search for influencers that fit your criteria. Influencers often have experience working with brands, so they’re open to collaborations and social endorsements.
These platforms not only have profiles that you can scan, but many also have performance statistics and examples of influencer campaigns too.
Ask for brand ambassador applications
Put out a digital “brand ambassadors wanted” sign. Just as you would advertise a job, you can do the same with brand ambassador positions and ask people to apply.
4. Narrow your brand ambassador list
You’ll likely have a sizable list of potential ambassadors, but now you need to whittle it down. For each candidate, get answers to the following:
- What’s their audience makeup?
- How frequently does the person post on social media?
- Which channels does he or she use most?
- Is the person professional?
- Does he or she engage with the audience regularly?
- Do his or her values align with your brand?
- What’s their audience size?
Ideally, you want ambassadors whose audience is the same as your target market. The ambassador should post consistently, use channels your brand uses, and engage with the audience professionally.
Audience size should be considered, but it is not a make-or-break factor. Engagement is more important. You can ask potential ambassadors to share their social engagement rate with you.
5. Reach out
With a narrowed list, start reaching out to potential ambassadors. You can start by sending an introduction email that explains the launch of the ambassador program. You should include:
- A brief explanation of the program
- Why you’d like to work with that particular person
- Expectations
- Compensation and rewards
- Length of commitment
6. Onboard ambassadors
If ambassadors agree to join your program, getting everyone together for an onboarding experience is a good idea. You’ll review the program and expectations again and offer information about the brand so ambassadors can accurately and positively promote your products.
During the onboarding process, you’ll likely discuss a plan to send ambassadors products and provide a framework for their social endorsements. To provide guidance, you might send ambassadors a checklist to review before creating and submitting posts for approval.
You could set up a recurring video conference to keep everyone updated on new products and planned campaigns too.
Creating a brand ambassador list will take time, but the program can dramatically boost your marketing efforts. Once ambassadors are on board, treat them well. Whether you compensate them or give them brand perks, nurture the relationship to ensure it lasts.
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