Like many companies, you’re trying to grow your business using brand ambassadors on Instagram. You’ve heard what an effective strategy it can be.
Word-of-mouth marketing has always been one of the best ways to attract new customers, but Instagram has given enterprising voices some incredible speaking power.
After all, 74% of people will turn to social media for help when deciding what to buy.
However, even if you’ve tried having a brand ambassador to present a friendly face for your company and increase awareness online, there’s a chance you’re questioning that decision. You haven’t generated any new sales since you launched your campaigns and it’s starting to impact your bottom line.
This is a situation many businesses find themselves in. And it happens because they don’t know the right way to find brand ambassadors.
We’ve identified what makes a good ambassador, how to find one, and even included a few examples of companies that are doing it right.
A trap many companies fall into is believing that brand ambassadors should be celebrities or individuals with huge followings. While they can be either of those things, those factors alone don’t guarantee success.
A brand ambassador is someone who promotes your company and endorses your products. Although a large following is helpful, it’s not always necessary.
The person you choose should have an established Instagram following. But this doesn’t mean you should just pick the person with the biggest following. You want to look for someone that has a high level of engagement with their followers.
When someone with a large following shares a post, they will likely garner a lot of attention. But that attention doesn’t always stick, and it doesn’t always lead to new sales.
But someone with high engagement levels can influence their followers to action.
In this case study, two influencers in similar niches promoted the same product on Facebook, Instagram and their own blogs.
The first influencer had 600,000 Instagram followers and 24,000 Facebook followers. The second had only 10,000 Instagram followers and 8,000 Facebook followers. But the results of the campaign speak for themselves.
The first influencer’s post received 300 shares, a thousand Likes and resulted in 5 sales.
The second influencer’s post received 10 shares, less than 100 Likes and resulted in 100 sales.
Which influencer do you think was more successful?
Your brand ambassadors act as the face of your company. So it’s a given that you want that person to act in a professional manner.
You should look for brand ambassadors that are willing to take initiative and act on their own. They should engage with potential customers without being asked.
They should also represent your company with honesty and integrity. After all, your brand ambassadors have the power to either help or hurt your company.
Subway’s long-time spokesperson Jared Fogle is a good example of this risk. Though Fogle hadn’t been a spokesperson for Subway since 2008, his 2015 arrest for child pornography charges brought negative attention to the brand.
It’s no secret that consumers are tired of ads. According to Hubspot, 84% of millennials don’t trust traditional advertising.
That said, your brand ambassadors are not sales reps. They should be promoting your company and your products because they genuinely believe in what you are offering.
If they are only pretending, this will be obvious to their followers.
The right brand ambassador will represent the values of your company with their words and actions. Therefore, when their followers hear them talk about your products, they should have a clear understanding of your brand’s purpose.
Now that you know what you should be looking for in a brand ambassador, it’s time to talk about how to actually find that person. Fortunately, this isn’t as difficult as you might think.
If you want your campaign to be a success, you need to know exactly what you’re hoping to gain from it. The best brand ambassador in the world can’t help if you don’t know what you want.
Working with a brand ambassador is a team effort. That person should also understand the campaign goals and what role they play in delivering on them.
You can help this understanding with clear program guidelines and a seamless onboarding process.
If authenticity is key to a successful campaign, then you’ll want brand ambassadors that already love your products. But they should love more than just your products.
They should be excited about your company and your mission.
The good news is, many of these individuals are probably already active on your social media accounts. Start paying close attention to your followers and who regularly engages with your brand.
Start small and look for people who are truly passionate about your company. We’ll showcase examples of how you can do this later in the article.
Your brand ambassador program should benefit everyone involved with the campaign. And that starts with a fair compensation package for your ambassadors.
But what if you can’t afford to pay for brand ambassadors just yet, or have only a limited budget to devote to these campaigns?
This is where it makes sense to get creative about your compensation methods. You may be able to compensate brand ambassadors by offering them free or discounted products, special access to company events or other company perks.
Finally, once you’re happy with the right brand ambassadors for your company, you need to find a way to keep them. That’s why you need to focus on building a relationship with each person.
Regularly check in with your brand ambassadors to ensure they are still excited about your company. Create a conversation with them and invite them to offer feedback and suggestions.
This will go a long way toward making them feel heard and validated.
But make sure that these conversations don’t turn into micro-managing. A good rule of thumb is to check in about only a month to ensure you aren’t hovering.
Click the link here to read more from Jumper Media. Blog by Colton Bollinger.