Skill Level Beginner
- Marketers know the value of brand ambassadors. These brand champions are loyal fans who want to be involved in the building of your brand. At the same time, when you include them in your marketing programs, they're also happy to share the great experiences they've had with your products. When you have brand champions, these individuals will amplify your messages, recommend your products, and share your content without being asked. They believe in your brand, your values, and what you deliver to the market.
Every company needs champions, but not many companies are taking the time or the right steps to build their champions. Here are several tips to ignite your brand ambassadors in an effort to increase your reach and your engagement through their networks. As trusted peers, they can move others to action. Number one, involve your brand ambassadors in your marketing activities. Your brand champions will let you know what they like to do and how you can involve them, from contests and promotions to your Twitter chats and quick polls and questionnaires.
However, involvement is a two-way street. The key to their participation is delivering the right marketing opportunities and then being there to engage and share the experience with them. Number two, deliver great information through your marketing programs. If you consistently offer information that taps into your brand ambassadors' pain points and helps them to solve problems, then they'll continue to be your cheerleaders.
Your information comes from listening closely to what they need. At certain points, you may want to ask them what would help them. Establishing regular communication is a good way to grow your relationship. This could be weekly or monthly email newsletters or you're actively engaging on social media every day. Number three, show you value their opinions by asking for their feedback. Marketers can create compelling stories and deliver content that gets attention, but the key to keeping your brand ambassadors on board is finding out what's on their minds and what they think would be the best type of information to help them.
When you create opportunities to engage, ask for their opinions on these interactions. Sometimes they'll just offer their thoughts because you're their favorite brand. Most importantly, listen, accept, and then use their suggestions. Brand champions want to know you're listening and they're being heard. Number four, think about their experience with you, and provide a great one every time. You can have the most incredible marketing program, but if your products or your customers' experience doesn't meet expectations, then don't expect brand ambassadors to stick around.
It's that great experience at every touchpoint that will get them excited and willing to share more. Your job is to delight ambassadors, not just with marketing activities that are clever or fun. Participation is predicated on the initial reason why they would want to be your champion, a great product experience that doesn't disappoint. Number five, make it easy for your ambassadors to share on your behalf. Give them easy-to-digest information and an easy process.
You should create stories and content that are quick to be noticed and easy to disseminate. Photos and infographics quickly frame a story because a picture is worth a thousand words. Short videos demonstrate and break down what's complicated into simple ideas. Podcasts are portable for busy fans on the go. People are media snacking because they prefer their media in shorter, bite-size pieces. For them, it's easy to digest and then pass along.
You can make all of your brand sharing effortless by adding into your content the ability to share this, Tweet this, or post this through social media. Your brand champions are out there, and they want to be involved. It's up to you to take the time and the steps to include and excite them. What are you doing to ignite the passion of your brand ambassadors? Use these tips to ignite your ambassadors, and you may find it easier to get them on board, involved, and sharing on behalf of your brand.