Marketing is an ever-changing world, where you need to constantly experiment and change tactics in order to meet your goals and stay on top of your game. Influencer and ambassador marketing is something that has been around for some time now, but there is still a lot for a brand to consider.
Influencer marketing is the endorsement of a product or a service by people with great visibility and prominence on social media. You can read more about influencers here.
On the other hand, ambassador marketing happens when your customers become loyal and passionate fans that start conversations about your brand online. Because of its nature, it is safe to think that influencer marketing is easier than ambassador marketing. However, starting your ambassador marketing strategy can be more beneficial to your brand.
People are interested in hearing unbiased opinions from regular people, or people they look up to on social media. Having real customers advocating for your brand can influence many people on the internet, since it comes from a place of authenticity.
How can you start or improve your Ambassador Marketing strategy?
As with any other marketing strategy, you need to have a clear understanding of your objective: Do you want to increase brand awareness? Build brand loyalty? Or perhaps you want to generate a greater ROI.
Something that is a must for any Ambassador Marketing campaign is to build meaningful relationships with your ambassadors since they are the ones putting your brand´s name out to the public. Small things are always important: check in on them, or request feedback so you know expectations are being met. Consistent communication is key.
When working with ambassadors, it’s important to demonstrate how valuable they are to you. You can do this by featuring them on your brand´s social media accounts. This will also help your brand reach more people since your ambassadors are more likely to share those posts. (https://cobblerexpress.com/)
In the process of recruiting ambassadors, you need to think of a diverse community. Having an inclusive and diverse group of ambassadors will keep your brand in widespread conversations and you will reach more people.
Likewise, advocacy can be used to your advantage. Consumers appreciate when brands and ambassadors take a stance on social justice, environmental or similar issues. Keep in mind that not all topics could align with your brand´s ideals or voice, so be mindful of what conversation you will be joining, and how you will be doing it.
These last tips should not be considered only as a strategy for your marketing plan, but also a part of your brand’s identity.
Any post you share should meet certain standards of quality. Take a deep dive into your analytics and understand what does better and improve from there, so that you give your audience what they respond to the best.
Another way of incorporating ambassadors is partnering with bloggers or writers. People are invested in storytelling, and featuring your products or services on blogs can provide consumers with content about your brand in a more in-depth way.
Video content is another way of storytelling, but you can also use it to send different messages across to the audience. You can assign video-based tasks to your ambassadors or partner with ambassadors that are already creating videos online.
Whenever you are working with ambassadors you can use tracking and discount codes. Tracking links are links that are made for a specific ambassador that allows them to earn commission on sales made through their link. This link can be shared by them to their audience and friends. This will help you measure the number of sales that each ambassador generates on an individual basis.
And finally, when considering working with ambassadors remember that the biggest amount of followers doesn´t always mean that the people you reach will align with your brand. Sometimes micro-influencers are more likely to have a higher level of influence on their audience than those with a bigger following.
Now that you know a bit about Ambassador Marketing, you can start working on your strategy. At Miss Ink, we are here to help you with your social media and digital marketing strategies, from social media management to content marketing campaigns and more. Request a quote today, or call (305) 537-6465.
