One of the keys to a successful marketing campaign, and a brand’s image, are brand ambassadors. How to get brand ambassadors that will help your brand be successful in 2024, is the question that we’ll be answering today. 

What’s the downside in all this you may ask? Finding a brand ambassador isn’t as easy as it may seem. So, if you’re wondering how to get brand ambassadors you’re in the right place.

What is a brand ambassador?

In short, a brand ambassador is someone a company has recruited to give them a stronger brand identity when representing their products. This also contributes to the overall cohesiveness of the brand.

Engaging with the target audience and future clients is a must and one of the most important aspects of a brand ambassador’s job. As the face of the company, the ambassador’s effectiveness relies on how well they connect with the brand’s audience and whether or not they understand their communication needs.

Furthermore, they should already have a dedicated following, on social media platforms that can be tapped into and engaged with. Being able to promote company products on the platforms directly to their audience is the key reason why brand ambassadors are either successful or a flop.

This is because they leverage their influence with their dedicated following by sharing and posting photos, videos, and even blogs while utilizing the content to endorse products or services. 

Next, we’ll dive into the seven steps of how to get brand ambassadors.

What does a brand ambassador do?

The brand ambassador’s role over everything else, is to ensure that the products of the company they’re promoting are being received positively. 

This is why it’s important for the ambassador to not only share an interest in the company’s product but also share common ground when it comes to public image and values. With this comes credibility, and oftentimes ambassadors will have a lot of authority within a certain industry which allows them to further engage and relate with the client base and consumers.

Ambassadors can be seen engaging in a multitude of ways, whether they are doing so via creating content or at events, they can generate favorable opinions on brand products while also enhancing brand awareness.

A good brand ambassador should enhance the brand’s visibility, gaining more trust and building brand loyalty with consumers.

Define Your Ideal Ambassador

To ensure a positive collaboration, it’s important to have a bit of structure and make sure it’s known what the brand ambassador is meant to deliver. This will also help to maintain positive output from the ambassador to their following and guarantee that the messages put out are ones that the brand is happy to be aligned with.

The primary thing to remember when choosing a brand ambassador is that their main responsibility is to maintain and create meaningful connections with new and old customers, stakeholders, and future clients, via online channels or in-person events. It’s up to you to do your due diligence and find out whether or not your two brands align and can collaborate in a way where it benefits both parties.

You’ll also want to establish goals and metrics to be able to properly measure how effective the ambassador is within your marketing strategy. This is also advantageous because you are then able to pinpoint what’s working and what’s not and make changes if need be.

Leverage Social Media Platforms

It’s safe to say that your brand’s fans already follow you on social media. With that in mind, it should be no issue to create content to get the word out that your company is looking for someone to fill the role of “brand ambassador”.

This is a great way to promote the position vacancy because it also generates buzz around the company within your established audience. It also allows for one of your loyal patrons to become part of your growing team!

This type of marketing works well on most platforms such as Instagram, LinkedIn, Facebook, and  TikTok.

Offer Incentives and Perks

This can include anything from exclusive perks such as monthly free products or PR boxes for new launches to the exposure attained by working with your brand and the commission structure on all qualified sales.

If you plan on offering training or dedicated support to ambassadors you’ll want to make sure you highlight this clearly, as oftentimes this is a key selling point for creators.

Host Ambassador Events

The way that your brand treats its customers should be on par with the way you treat your ambassadors because they are special to your business as well. While brand ambassadors do, more often than not, have a dedicated following like influencers and affiliates, they’re required to go the extra mile to represent you and the brand on a more personal level. 

These are a few points to consider when looking to make your ambassador feel valued:

• Make sure they’re included in all important events
• Note their birthdays and anniversaries
• Include them in winning moments by celebrating 
• Send them surprises and gifts

Utilize Referral Programs

Referral marketing is extremely effective and can enhance your brand ambassador program’s results if implemented properly. 

This tool allows you to access your ambassador’s network and following to exponentially increase your reach, which helps make a stronger impact on your numbers down the line. 

By tapping into networks such as your ambassador’s family, friends, and colleagues your brand immediately becomes more trustworthy because they’re vouching for your company and the products or services you provide, which carries more weight and builds consumer trust and social-proof.

Create Engaging Content

This goes without saying, but creating engaging content is an important pillar of any social media campaign. By producing high-quality content you’ll automatically garner the attention of your brand’s audience and prospective ambassadors who already love your brand’s products. 

This content can be in the form of videos, images, and even blogs that showcase your products and explain the benefits of the ambassador program.

Measure and Adjust Your Strategy

Once you’ve had your brand ambassador program up and running for at least three to six months it’s time to start analyzing the data and adjusting accordingly. In the beginning, there’s a lot of trial and error, and that’s why once the data has been collected you’ll want to focus on the following metrics:

• Brand awareness impact in the form of social mentions 
• Social media metrics such as engagement and audience growth
• Website traffic increases and/or decreases
• Website backlinks

Hopefully, your data is showing a positive trend in the right direction. 

If you’ve established goals you want your brand ambassador program to achieve then it’s important to remember that results take time. Make sure to stick with it and adjust your strategy according to the data for effective results. 

A good way to get future brand ambassadors is to study your metrics and find a pattern where specific brand representatives have delivered results time and time again. This is a clear sign that their audience is the perfect fit for your brand, and you can use this insight to recruit similar creators in the future.