How to build a successful ambassador program

Jina Marwood Jina Marwood
August 18, 2020
Jacob Lund

A social media brand ambassador (influencer) is someone who can effectively promote your product, service or brand to their audience. Their primary goal is to drive customers through positive messaging and brand awareness.

Ambassadors are experts in your brand’s niche, and at promoting your products organically via word-of-mouth. 

Find the right social personalities

Ambassadors serve as an extension of your brand, so it’s important that they share the same values, ethics, and interests. The ideal candidate will also be someone who can easily reach your target audience. 

For example, an athletic apparel brand might target athletes or an avid gym go-er, while a new plant-based restaurant might seek out vegan influencers and foodies. 

Reward your ambassadors

Creating an effective rewards program can enable ambassadors to create great content and maximize their sales, especially if they feel like they’re getting a great deal in return for their participation. Any form of remuneration is a great way to show ambassadors how much you value their support.

If you are compensating ambassadors based on their referrals, give each one a unique code or link to help them promote your product or service. This will also help you track how many new customers an individual ambassador generates.

Lastly, ensure that you communicate what their benefits are and exactly what they need to accomplish to earn them.

Build strong relationships

Continuous communication with your ambassadors will help establish a relationship of trust. You can also offer a helping hand or constructive recommendations on how they can better promote your brand.  If you start to expand your pool of ambassadors, start a Facebook group so they have the opportunity to build their own community internally, you may see new ideas and suggestions grow from this. 

If you choose the right ambassadors, they’ll be passionate in succeeding. And, they’ll become experts at providing information and knowledge about your brand their audience will trust. Once you harness their trust and promoting power, a successful program is a win-win for both parties. 

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If you’re looking to build an ambassador program for your brand — we can help! We’re a North American creative agency that specializes in influencer marketing, press trips, and events. Contact us today. 

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