Employee brand ambassadors bring your company much credibility. Having individuals with firsthand insight into your organization promote your business adds transparency and relatability to your brand.
What a Brand Ambassador Is
A brand ambassador is an individual who tried and loves your products/services enough to say amazing things about them. The ambassador has expertise in your market and appeals to almost everyone. An authentic brand ambassador is highly credible because they promote products/services based on the value and benefits they receive. The ambassador may be called on in various situations to share their experiences with others, such as in advertising campaigns and pitching stories to reporters as a means of building a company’s brand.
Benefits of Employees as Brand Ambassadors
An employee brand ambassador helps humanize your brand. An effective ambassador brings a strong media following and solidifies your reputation. A top ambassador promotes your brand through word of mouth both online and in person to increase sales. The more employee brand ambassadors you have, the more followers you gain, and the greater your reach. This increases the size of your customer base.
How to Encourage Employees to Be Brand Ambassadors
Get to know each employee’s values, strengths and aspirations. If your business is new, let your employees try your products/services for free. They will enjoy the perk and raise awareness for your business. Teach your employees how to create and build connections with prospects and customers inside and outside the company. Encourage your ambassadors to develop marketing ideas and gather feedback from customers. Ask them to post about your products/services, talk about your company whenever possible and attend trade shows to promote your business.
How to Promote Brand Ambassador Online Reviews
Encourage your employee brand ambassadors to write online reviews. Share the message you want to convey to job candidates. Include the top qualities you want ambassadors to focus on when writing about what it is like working for your company. Ask your employee brand ambassadors to post photos from company events, lunch with colleagues or other events that communicate a positive work environment. Request that ambassadors post videos sharing their stories in their own words that convey your mission and company culture.
How to Measure a Brand Ambassador’s Effectiveness
Look at how many individuals view their posts and engage with their content. Study sales numbers before and after your brand ambassador started work to see whether sales are coming from the market segments the ambassador should be targeting.
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