5 Ways to Gain Brand Ambassadors (And Keep Them)

160929d“Brand ambassadors” seems like a relatively new term; however, they’ve been around as long as advertising and marketing itself (and even long before that). Knowingly or not, you’ve probably acted as a brand ambassador yourself when you recommended a product to a friend or was writing a glowing review for a local business.

More often than not, social media celebrities and bloggers come to mind when the term is used. However, the foremost important way to build brand ambassadorship is through brand loyalty of regular users. While they might not have a huge following, their words are probably more valuable to their closest circles.

Research shows that people tend to believe other people and review websites more than advertising copy on a company’s website. According to Nielsen (http://www.nielsen.com/us/en/insights/news/2012/consumer-trust-in-online-social-and-mobile-advertising-grows.html), 92 percent of consumers trust recommendations from friends and family, above all other forms of advertising. Online consumer reviews are the second most trusted source of brand information and messaging with 70 percent trust level. It follows that brand ambassadors add one more channel to your marketing strategy as well as a new dimension to it: personality.

Brand ambassadors often encompass the target market, their aspirations and needs. So, spend some time identifying your brand ambassadors and nurture relationships with them.

Listen to conversations

If you haven’t started already, start listening to conversations happening around your brand online. One of the most obvious ways to do it is to read the comments below your social posts. Yet, with modern online listening technology, the possibilities are endless.

There are quite a few free and paid services you could use to tune in into conversations regarding your company. Viralheat is a great social media listening tool that provides in-depth analytics for mentions of your brand name, products, location, and competition. Mention offers a website app, Chrome app, as well as iOS and Android apps, so you can constantly monitor conversation happening about your brand online. Social Mention might be the most user-friendly option for beginners because it doesn’t require registration and presents information in a single information stream. Using Hootsuite, you can set up a stream that will aggregate all of the conversations about your brand even if they don’t tag you in it. For example, they may use a hashtag instead of @ symbol or not use your full brand name. They also might not use any hashtags whatsoever and just say “Mike’s Subs in downtown rocks!” If you set up a stream with search query “Mike’s Subs” and specify the location to match your city, you will get all of these tweets.

Now, if you get consistently negative sentiment regarding the same areas of your business (say customer service, long wait time, overall quality, etc.), that means you have to take care of these issues before you can start earning brand ambassadors.

However, if these reviews or comments are occasional and scattered, take them with a grain of salt; treat these as an individual case, not as a sign that your whole business model needs to be changed.

Look for the most engaged followers

It’s more difficult to achieve with business pages that have a large following, yet try to outline a few people who you notice on your social channels the most. I’m not talking about just likes here, your super fans are more engaged – they comment and share your posts frequently. Those are your raving fans because they show dedication and a true following of your brand. They might be already acting as brand ambassadors for you in their circles. If you reach out to them to act as your online brand ambassadors officially, they will be super happy to help you out because they will feel even more appreciated.

Watch out for bloggers

Blogger outreach is another great strategy to gain more “experienced” or “heavyweight” brand ambassadors. Do your research and find most influential and interesting bloggers in your niche; see if it makes sense to work with these bloggers. Try to go as targeted as you can. Sometimes it is better to work with bloggers who have a smaller following, but are considered a true guru in their respective niche. If you sell wine and they blog about all kinds of alcoholic drinks, your turn to shine might not happen often. Instead, focus on wine bloggers who might shine a true spotlight on your products. Besides, wine bloggers’ audience is specifically interested in wine, whereas more broad bloggers have a much more varied audience that might not necessarily be interested in your type of product.

Quality over quantity approach is very important with this strategy. Sure you can buy ads on pretty much any website, or you could find great affiliate networks that will promote your products day and night. However, if these affiliates, bloggers or other publishers didn’t build the trust with their respective audiences, your efforts will go to waste. Another thing you should examine is how many products they promote and whether they promote industry competitors. Try to find authentic publishers who have built their credibility and trust; this will warm up their audiences to your pitch as well.

Another thing to take into consideration is what type of reimbursement these bloggers work for. Some might accept product reimbursements; other bloggers only accept monetary reimbursements (and some of those are pretty hefty and specific). If a blogger already mentioned your product on their blog because they liked it (I often share links to online tools I use and like), then approaching them might be very easy and reimbursements for their mentions might be minimal.

Sometimes you just need to hire a few brand ambassadors to get the ball rolling. It’s ok. This way, you will have a full control of what gets said, where it is shared and when some information should come down. Besides, you will have professional relations with these people, so you can edit their writing before it gets published. There will be no hurt feelings either once you decide to part ways.

Look internally

Sometimes your best brand ambassadors are your own employees. A lot of times, employees use company’s products already. All you need to do here is to identify employees who a) truly love the company and/or the product and b) write well. These employees can write occasional interviews and blog posts clearly disclosing that they are employed with a company; otherwise, you might run into trouble later.

When you identify and work with brand ambassadors, make sure to show your appreciation of their efforts. Especially if these people are regular people loving your products and telling your friends about it, be personable and human. Whatever approach you choose, make sure that selected brand ambassadors:

  1. Make sense for you industry-wise;
  2. Have built up credibility and following;
  3. Provide value to their audiences by promoting your products (otherwise no one will care for your offering even if it’s amazing).

What do you think? Do you think brand ambassadors play an important role in your marketing strategy? What approaches and tactics do you use to manage relationships with existing brand ambassadors and nurture new ones? Share in the comments section below.
IMG_2939-small-1024x683Lesya Liu is a blogger at The Social Media Current, a photographer and a social media expert. Her passion lies in art and marketing (and combining the two). You can find her latest tactics advice here.

8 Social Media Hacks to Increase Customer Retention

Many times when businesses talk social media, they’re only talking about social media marketing. By neglecting the other components of social media and focusing only on marketing, businesses aren’t realizing the full potential social media has to offer their business in terms of building long-term relationships with their customers. In this blog, I want to talk about 8 social media hacks to help your business increase customer retention and loyalty.

Be Easy To Find

Having a consistent username across all social platforms makes it easier for your customers to quickly find your business when and where they need you. Tools like Namech_k let you easily check your username availability across hundreds of online networks.

Create of List of Top Brand Ambassadors

Just as important as engaging with industry influencers is making a list of your top brand ambassadors. Engage with them daily about their every day lives, interests and hobbies. I’ve developed some of my most loyal customers as a result of knowing their favorite sports teams, music, food, and tv shows and proactively tweeting them about these things.

Make Use of Alerts and Listening Tools

Google Alerts, Hootsuite, and Topsy are all great examples of social media listening tools which provide immediate notifications to brand mentions and key phrases. By monitoring phrases beyond just your brand name, for example monitoring a key phrase within 5 miles of your business, you can ensure you’re always engaging in the right conversations.

Schedule (Some of) Your Posts

A fully automated social media strategy is not a social media strategy. But, scheduling some of your posts is an effective way to stay productive while consistently posting to your social networks. Consider a service like Buffer which adds an extension to your browser and automatically schedules any content you want to share at predetermined times.

buffer-scheduler

Develop Platform Specific Content

With the growth of all-in-one social media posting platforms like Hootsuite, we’ve seen an increase in businesses posting the exact same content across all platforms at the same time. The psychology of a user on Twitter and the content they are hoping to discover is far different than what they expect on Facebook. Give customers a reason to follow all of your networks by providing platform exclusive content and promotions. The more places you can reach them, the more likely they are to build a long-term relationship with your business.

Engage In Real Time

More and more customers are turning to social media for customer service related questions as it’s a more immediate and public channel than calling an 800 number. Having a designated team that’s equally attentive to customer praise and frustration in a social context is key to retaining customers and addressing their needs as they happen. Response time can be the difference between a ranting customer and raving one.

Pay Attention to Your Tone

Todays consumers are in-tune to the social nuances of how businesses communicate online. Pay attention to how your target audience engages on each specific platform and adopt a tone that relates to your audience while still reflecting your overall brand positioning.

Create a List of Influencers

Make a list of the top 10 or 20 people in your industry that you want to engage with on social media – people who are strangers to you and your business. Spend at least 15 minutes per day engaging with some of this list in a non-spammy way. Contribute to the discussion they’re having and eventually they’ll start to recognize you and your business lending more social proof to your service or product.

Shifting The Perspective on Social Media

Next time your boss, co-worker, or client brings up their social media marketing strategy force them to think outside of the box. Social media marketing needs to expand beyond “marketing” and take into consideration the customer experience at all of the points where consumers are using these social platforms to experience the product, create and share their stories about that experience with others. Having a social media strategy that goes beyond just marketing helps businesses break the chains of needing high cost paid media placements by building long-term, organic relationships within their target audience.

 

dallas-mclaughlin-headshotDallas McLaughlin is a Digital Marketing Specialist at The James Agency, a full-service advertising agency in Phoenix, Arizona. He blogs frequently at DallasMcLaughlin.com about Search Engine Optimization, Pay-Per-Click, and Social Media Marketing trends. If you have any questions, you can tweet him directly at @BossDJay.