Brand ambassadors are free or paid advocates for your brand. The paid advocates are often either well-known to the masses or trusted in a specific circle.
Free advocates might have less fame, but are willing to recommend your brand without a cash payment.
Many companies today focus on online profile-holders with a following, be it on Twitter, Facebook, Instagram, YouTube or whichever social media channel fits the bill.
To the free advocates, companies often offer incentives like perks with the company or free samples, or even just especially good customer service. In return, brand ambassadors tout your service or product.
These opinions are often trusted more easily by potential customers because they came as advice from real people. They aren’t just coming directly from the brand.
Rather, these outside sources try the product and can review them for others.
1. Consistency
A great brand ambassador is active in their sphere of social media. Regular posts in whichever realm they operate make them a reliable resource.
Their followers can expect these people to update regularly. Regular, consistent posts help them stay relevant, which means your brand can look back and see that these people are established online and that people are listening to them.
2. Understanding of Marketing
Your brand ambassador doesn’t have to have a marketing degree, but they do need an understanding of how it works.
If a brand ambassador has been in the game long enough to have a loyal following, chances are they do already have a general understanding.
But a great brand ambassador is someone with a strong presence, sway amongst followers and authentic posts and content.
3. Passion for Relationships
What you ultimately want is a brand ambassador who is passionate about your brand. However, this can take time.
A loyal, passionate endorser of your brand isn’t necessarily born overnight. It takes a certain type of person to be willing and open to put in the time to establish new relationships.
A great brand ambassador enjoys this whole process. They enjoy making new relationships, as well as growing the old ones, and this is evident from their online presence.
They’re after more than just fleeting one-off sales. And they’ll also work to build your relationship with new customers
4. Professionalism
Even if the brand ambassador’s presence is silly, young and playful, they should be professional with you and to a degree with the people they reach. They have to be trustworthy to their followers, and their opinions have to mean something.
You have to imagine how you want your brand to be perceived. You also want to be associated with positive qualities, so you want to find these in your brand ambassador.
5. Connection to the Right Audience
A great brand ambassador has a connection with your target demographic. Their reach extends to people who are likely to buy your product.
Their following could become your following, so look for a brand ambassadors who has a strong media presence and communicates with your potential customers.
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