When was the last time a word-of-mouth recommendation or referral program informed a purchasing decision you made? Regardless as to how much of a discount you would have received when using a referral code or link, it is not unreasonable to assume that you wouldn’t have acted on this referral if it had come from someone you didn’t trust.
It is important to make factor in similar considerations when determining whether to partner with a social media influencer or brand ambassador. Making the right choices here can drive significant results for your business but it is imperative to recognise the fact that partnering with the wrong people can have lasting consequences.
Forge connections through authenticity and honesty
Your brand ambassadors should always have an authentic and demonstrable respect for your brand. Audiences are becoming increasingly wise to quick social selling techniques and want to ensure that the businesses, influencers and ambassadors they are supporting are being both honest and genuine.
The best brand ambassadors appreciate the importance of being completely authentic and will never knowingly do anything to jeopardise the respect and loyalty of their audiences and social circles. Although it is important for ambassadors to maintain a level of professionalism when representing a brand, it is equally as important for brands to trust ambassadors enough to communicate key messaging in ways that will resonate with their unique audience. This is precisely why providing ambassadors with rigid scripts and pages of direction will rarely drive the kinds of results, brands want to see.
Facilitate relationships with established and highly engaged communities
The most successful brand ambassadors have worked hard to build a loyal and highly engaged community across a range of different platforms and channels. Remember, ambassadors certainly don’t need to have hundreds and thousands of followers. They do, however, need to consistently engage with the community they have created and must be committed to only recommending services or products that their audience will be genuinely interested in.
In addition to maintaining the trust of their community, ensuring that they have the best interests of their audience at heart, thus allowing influencers and ambassadors to demonstrate that they have a deep respect for the people they engage with on a daily basis. In response, audiences will be more receptive to the products and services that are recommended to them, and will be more likely to make a purchase.
The power of collaboration and insight
Audiences have a knack for knowing when they are being taken advantage of and the best ambassadors will provide brands with insight and feedback that can be used to refine future campaigns and sponsorships. Understanding how audiences respond to different approaches is often the key that helps brands to unlock the most powerful strategies that will allow them to boost brand awareness and drive sales, both now and into the future.