In 2017, there was an increase in marketing trends for brands to seek out influencers and/or ambassadors to partner with their products and services. Whilst many small businesses outsource their social media marketing and management in a hope to build brand awareness and convert new business, seeking out ambassadors and influencers to build brand credibility has become the ‘new’ priority for maximising social media attention and engagement.
So, what is a brand ambassador and how can you use influencer marketing to build your business’s online presence? A brand ambassador is usually somebody that is a popular public figure, media personality or celebrity that has great influence amongst his/her fans and followers. Connecting with the right public figures that are a good brand alliance for your business can have the following advantages:
- Increased brand awareness
- Effective advertising
- Increased trust and loyalty with your customers
- A boost in your social media following
Now that you know some of the main perks of having a brand ambassador, you are probably wondering what the costs involved are. Well that all depends on just how big a ‘name’ you approach to represent your brand. Many bloggers would be happy to review your product or service for a free experience or product whereas an influential celebrity may require monetary compensation to feature in an advertisement or punt your brand online. A great (and cost effective) place to kick start influencer marketing is to look within your team. Sometimes a business owner or core team member, projects all of the qualities to be an ambassador or influencer for you brand. Make sure that this individual ‘lives’ and ‘breathes’ your brand through his/her passion; especially on social media.
It is important to be careful in your considerations for appointing a brand ambassador. The right person needs to match your brand’s key messaging and core values. A recent Pepsi advertisement with famed model Kendall Jenner, had negative repercussions for both organisation and ambassador due to a controversial television advert that resulted in a social media race debate putting both Pepsi and Kendall Jenner into disrepute with fans. This highlights the importance of setting a contractual agreement with any brand partnership or influencer relationship you organise. You want to be certain to dot your “i’s” and cross your “t’s”.
Finally, when proposing a trade exchange or ambassador relationship ask yourself, is the proposal mutually beneficial for both parties? Will it uphold the credibility of both the brand and the influencer? Are the expectations for both parties clear and concise? If you have secured the perfect person/people to promote your business you can look forward to incredible results in messaging reach and conversions. With the rise of digital marketing, appointing brand ambassadors is the fastest and most effective way to improve your business presence on social media. Tying the human connection of your business to a respected individual or person of influence brings tangible credibility to your products/service.