How to create a brand ambassador program:
Brand ambassador programs can be an effective way to improve business performance across multiple departments, including sales, marketing, and human resources.
Brand ambassador programs can be an effective way to improve business performance across various departments, including sales, marketing, human resources, and others.
With the increasing use of digital channels during the current global crisis, many organizations are looking for new ways to make better use of digital channels.
In this blog we will talk about implementing a successful brand ambassador program and why and how your employees can be your best brand ambassadors. We also share inspiring examples of successful brand ambassador programs.
What is a brand ambassador program?
Branding programs are programs designed to encourage customers, employees, partners, and other interested parties to speak positively about your brand through online and offline channels.
While there are different types of brand promotion programs, they all have similar goals for improving sales, brand recognition, and loyalty.
And according to McKinsey, word of mouth generates more than double the revenue from paid advertising.
What’s more, people referred by brand advocates are also more loyal customers. According to Deloitte, customers reported by other customers have a 38% higher retention rate. This is because 92% of consumers believe much more in recommendations from family and friends than indirect messages from a brand.
Therefore, we can conclude that experience-based personal advice is one of the most reliable sources of information and one of the most effective sales and marketing channels.
steps to building a powerful brand ambassador program
Creating, implementing, and managing a successful brand ambassador program can be a challenging task for organizations, especially large companies that manage multi-stakeholder relationships.
However, there are some steps and best practices that a brand ambassador program should follow.
1. Get internal membership
Gaining internal leadership consensus is an important condition for setting up a good program. Leadership support can help make your program more effective and increase engagement from brand ambassadors.
Since ambassador marketing is one of the most influential marketing trends on social media, it shouldn’t be hard to get leadership approval.
Getting a license is the best way to leverage brands. Here are some tips to help you build a business:
Earning media (print, word of mouth) increases the brand by a factor of 4 overpaid media.
• User-generated content has 28% more engagement than standard messages. They are also doubly divided.
• Impact marketing is the fastest growing method of acquiring customers online
• According to the findings of the Credible Employee Advocacy Study, advocacy programs can generate $ 900,000 in advertising value through at least 1,000 active participants.
LinkedIn found that a company’s employees have ten times more followers than the company itself. Although only 2% of employees share their messages on social media, they are responsible for 20% of the total engagement.
2. Set goals and objectives
The next step is to clearly define the goals of your brand ambassador program. By setting goals and KPIs, you can stay focused and continuously monitor the performance of your ambassador initiatives.
Think of bottlenecks and areas of your organization that you need to improve when setting goals. So think about how you can leverage your brand ambassador for better results.
Some common examples of objectives are:
• Increase brand awareness
• Generate more sales
• Encourage conversions
• Expand to new markets and target groups
• Increase social engagement with social media
• Promote customer loyalty
• Manage multiple job candidates
3. Choose the right fans
Once you’ve achieved your goals, it’s important to understand which brand ambassador is best for your organization. In some cases, it can make much more sense to involve employees in brand ambassador programs rather than paying for an influencer.
So who can be a brand ambassador?
• Customers: Customers are often regarded as the best advocates for brands and referring to them is an effective way to drive new sales.
• Employees: Employees’ internal knowledge and passion for your products and services can be of great help in keeping others interested in what your organization has to offer. In addition, it is much easier to engage and engage employees than to reach customers, partners, and other stakeholders.
• Business Partners: Charities, organizations and other affiliates can also influence purchases.
Influences: Influences are a well-known form of the defender. While it makes sense to some businesses, it can be perceived as expensive and unreliable by customers and employees.
4. Develop Brand Advocacy Guidelines
By adding structure, policies, and procedures to your brand ambassador program, you can make it much more effective and lean. Depending on the type of brand ambassador you choose, it’s important to establish criteria and guidelines on how to promote your brand.
5. Change from negative to positive
The level of engagement with your ambassadors can promote your marketing programs. That’s why you need to hear what your fans are saying about you through online communication channels such as social media.
While it’s good to hear the positive things people say about your business, it’s important not to ignore the negative things. Handling complaints is never fun, but solving problems quickly can turn dissatisfied customers into prominent brands.
6. Reward your fans
Rewarding your brand ambassadors is important to foster continued engagement with your program. Cash rewards are the most common form of reward among influencers. That’s why influential marketing is the most expensive way to defend brands.
On the other hand, there are not necessarily monetary rewards for employee interest programs. On the other hand, organizations tend to provide employee software solutions with built-in gaming capabilities that increase employee participation in programs.
7. Evaluate the success of your ambassador program
To measure the success of your branding programs, it is important to make better, more informed, and data-driven improvement decisions.
Placing an ROI on ambassador initiatives can help you invest smarter in the future. It’s a powerful insight into whether your employees are bringing in more new customers than influencers, which can help you make your program more efficient and cost-effective.