They started at the bottom, now they're here to stay. Brand ambassadors, influencers, whatever you want to call them, they've permanently changed the marketing game.
Initially just people with perfect Instagram pictures, they've now grown into a group with a massive influence on what products to buy and which businesses they ought to be purchased from.
Follow along as we do a deep dive into what brand ambassadors are and how incorporating them into your marketing strategy could help your business.
What is a Brand Ambassador?
A
brand ambassador, or an influencer, is an individual who has built a close-knit social community through sharing their day-to-day lives in a way that resonates with their following. Their job in a business'
marketing strategy is to promote the brand by recommending it to their network.
Size does not matter here. There isn't an established number of followers an influencer needs in order to be considered an "influencer". Rather, there are different types depending on the size and scale you're looking for.
Industry influencers have a following and expertise in a particular niche. From there, you have micro-influencers, content creators, and local influencers who will all have smaller but very mighty followings who trust them and would be inclined to purchase a product or service they advocate for.
Then, there's the obvious celebrity influencer (think
Michael Bublé x Bubly). These cost a lot of money and typically are only available to large businesses with deep pockets.
It's important to note that these influencer-company relationships should be mutually beneficial; meaning influencers are properly compensated for their time and contributions, and companies see increases in both their social media following and sales from that ambassador's exclusive link or discount code.
Perks of Using Brand Ambassadors
- Viewed as more trustworthy than the brands themselves.
- Encourages loyalty
- Can assist with content creation
- They're experts in the audience you're trying to reach
- Brings in new leads and customers
1. Viewed as more trustworthy than the brands themselves.
Of course your brand thinks what it offers is the best thing since sliced bread. That's why it doesn't always reassure potential customers. Customers know that you'll be your brand's #1 fan, so they're more likely to take your marketing messages with a grain of salt.
But, if they see an influencer's post giving an honest review of what they've gotten from your business, they'll feel more inclined to buy that same thing. That's because influencers are viewed by social media users as
63% more trustworthy than brands themselves.
Apps like
TikTok and BeReal are encouraging a newer type of influencer where authenticity and "realness" are prioritized over pure aesthetics. Influencer reviews on those apps can further ease prospects' concerns about whether your product or service is worth the money when they can see a real person use it and truly love it.
2. Encourages loyalty
Brand ambassadors who truly love what your business does and do ongoing promotions help foster
customer loyalty. When an influencer continually promotes or simply uses your products in their content, it demonstrates that your brand is worthy of continual loyalty, which in turn makes your customers more inclined to continue to support your business.
If you have a
loyalty program, or are planning on launching one, getting an influencer whom you already work with to promote it would advertise the program while offering those who aren't yet a part of it an exclusive look into how your program works.
3. Can assist with content creation.
Is your team struggling to keep up with content creation amidst their other responsibilities? Working with an ambassador can help with that. Since they're already well-versed in content creation, they can take the lead in creating the content you need from them to promote their product. You can then share it on your company's social channels, just be sure to tag the influencer!
The amount of support will vary depending on how familiar they are with your brand. If they were only just introduced to your brand when you first contacted them, they'll need more support than someone who regularly purchases from your brand and is well-versed in what you offer.
4. They're experts in the audience you're trying to reach.
Content creators know their audience, so trust their input when it comes to the timing of when posts should go up and what format they should take. For example, if they're known for doing skits, you may want to help them find a way to incorporate your product into a skit alongside their already-popular characters.
5. Brings in new leads and customers
Like how you could be exposing an ambassador to your brand for the first time, your work with them could be exposing many of their followers to your brand for the first time, too. That immediately widens your brand awareness, and a confident review from the ambassador can persuade their followers to check out what you offer, which will lead to some buying it to try for themselves.
Conclusion
Brand ambassadors and influencers have an immense ability to sway people's decision-making and convince them to try out what your business offers. After all, when people see someone they follow and consume content from every day, they'll be more inclined to make a purchase. That boosts your bottom line and maximizes the investment you made when you started working with brand ambassadors.
They have tremendous benefits but do require careful research beforehand to pick one with the right skills and audience for your business. The right fit will help you achieve the goals outlined in your
social media strategy and, as a result, your overarching business goals.
