Why Using a Brand Ambassador
Every new business needs a solid plan to promote their business as well as their products or services. Even if you have the best idea in the world for a new good or service, it won’t mean much if no one really knows about it. You have certainly heard of the importance of “word of mouth” advertising and in these modern times “word of mouth” has taken on a whole new meaning. While this can still refer to people spreading the good news about your company to their friends and family, it also means these same people using their social media platforms to promote your business. Today, people who do “word of mouth” intentionally are known as a brand ambassador. A brand ambassador is a great, modern way to get the word out on your business while using modern techniques and avenues now available to you and your business. Does your company need a brand ambassador? Chances are that it does. Before we get into that, however, let’s learn a bit more about what a brand ambassador is and how hiring one can take your business or company to the next level.
What is a Brand Ambassador?
A brand ambassador is someone who represents your business by talking about it in a positive way to their friends, family, colleagues, and acquaintances. The point of a brand ambassador is to help create a natural buzz around your business and the products or services it provides to the public. While having a website, doing demonstrations, keeping an email list, and doing your own social media marketing are all great ways to begin advertising, a brand ambassador can take things a bit further.
The biggest issue with a company handling their own marketing and advertising is that they are mostly confined to their own personal circle. While they might reach a large number of people, it will likely be people who are already aware of the industry in depth. This makes it less likely for them to take a chance on a business start-up or an emerging company because they know there are older and possibly more experienced companies already out there. Of course, this is their mistake as longevity is not always indicative of quality. A new company on the scene often has fresh ideas and a new way of doing things that people will respond to better. However, if the emerging company is only known within the industry, chances of fast growth are pretty slim. This is where a brand ambassador steps in and makes a huge difference.
Joe Tripodi, former Chief Marketing Officer of The Coca-Cola Company and current CMO of Subway, puts it this way,
What Does a Brand Ambassador Do?
In the most concrete sense of the title, a brand ambassador is someone who will advocate for your brand by embodying it and endorsing it. They offer trustworthy, credible promotion of your product or service as well as top-notch visibility. Today, being a brand ambassador is almost synonymous with social media marketing in that social media is one of the most useful vehicles for effectively promoting a brand.
The great brand ambassador is someone who has a large following on social media because it means when they talk about your business, hundreds or even thousands of people are going to see it. Also known as a Social Media Brand Ambassador, this person will promote your company via Facebook, Instagram, LinkedIn, and Twitter. In short, their simple promotions can work wonders for your company because they not only reach people within the industry but people completely outside of the industry. Such people may not have a direct understanding of your company’s industry, but they do know that you have a solution to their problem either through a product or service you offer. When such people get wind of your business and subsequently use your service or product, the ball keeps rolling. They will, in turn, promote your business in the most traditional way: word of mouth!
How Can Having a Brand Ambassador Help Your Business or Company?
So you know what a brand ambassador is and what they do, but are they really that effective? Surely you can find ways to get the word out without having to pay someone to simply talk and post about your business, right? For those who are still a little skeptical about what a brand ambassador can really do for your company, check out these benefits:
● They Create a Loyal Following for Your Business
People trust their friends. If their friends are promoting something, they’re likely to trust what their friends are promoting or to at least check it out. This is something known as influencer marketing. As mentioned earlier, brand ambassadors often have very large social media followings made up of friends, family, and strangers. Even if the followers don’t know your ambassador personally, they are still likely to have a certain amount of trust for the person. Due to this, followers are likely to look into what your ambassador is promoting. If this person they follow thinks the product or service is good enough to post about, it must be worth a look. This mentality can help turn curious followers into new customers for your company!
They Put a Human Face On Your Product
While your marketing team may be looking for catchy slogans and your graphic designers may be creating cool symbols for your business, they aren’t really humanizing your product or service. While slogans and symbols can grab attention, you need to do something more to really hang on to potential customers. The more relatable and human a business is, the more likely it is to attract a strong customer following. Brand Ambassadors are the best way to humanize a product because 1) they’re human and 2) they already know how to relate to other people. Having a strong social media presence usually means one is good at making friends and connections. They are emotionally engaged, personable, and eager to share, which are all qualities that draw people to people. Your brand ambassador shows potential customers that your business is more than just a cold, hard company. It is a place dedicated to serving and helping people.
● They Are Permanent Customers You Can Always Trust
That’s right, your brand ambassador is also a lifelong customer for your company or business. They are a part of the business, they are supported by the business, and they usually come to love and feel loyalty to the business. What’s more, the idea of trust plays an even bigger part in garnering lifelong customers. Not only is your brand ambassador someone who will use and promote your products or services for life, but they will also bring long-term customers to you. Their friends, family, colleagues, and other connections will see the trust they have for your business and be more inclined to trust you as well. When you make a lasting connection with your brand ambassador, you are looking at a lifetime of improved online reputation, better and more frequent referrals, and even lower costs on marketing!
● They Give You An Unwavering Online Presence
As you already know, a strong social media presence is a must for modern businesses. Without one, you are missing out on a huge percentage of potential customers. Having a brand ambassador not only gives you a strong social media presence, it also ensures that your social media presence is here to stay. This means that in accordance with your own social media presence (website, social media handles, etc.), you also have a presence that is strong and provides longevity. While social media is always changing, those who have a strong online presence are some of the most constant platforms around. They have spent a long time building their own personal brand, and once they have reached many followers, chances of them deleting their pages or changing things up are slim to none. In short, once your brand ambassador is reaching hundreds or thousands of followers from their social media platforms, they will almost certainly continue to do so.
So, does your company need a brand ambassador? Most signs point to yes! A brand ambassador comes with many advantages and benefits, so it only makes sense to add an ambassador to your company’s team. Not only will you gain a customer following faster, but you have a higher chance of attracting permanent, customers with an acute interest in your products and services.
About Author: Alahna has over 5 years experience in the online retailing and marketing industry with a passion for startups, growth and creativity. After living in London, France and Melbourne she is now in Brisbane working as Marketing Manager for Scrunch, one of Australia’s fastest growing, data-driven Influencer Marketing platforms.
Alahna is a lateral thinker with a keen eye for opportunity responsible for strategic collaborations and marketing ventures and loves a glass of Pinot Nior of an evening! Find her on Linkedin and Instagram