Make it easy for them to want to share

Question: What’s the best way to secure ambassadors to promote my brand?

Make it easy

“The easier something is to do, the more likely people will do it. So make sure they have all the tools, knowledge and information they need at their disposal: samples, literature, swag, the right answers to common questions, a support system in place, etcetera. If they’re confident that you’ve prepared them well and are standing at the ready behind them, they’ll be far more willing to go forward for you.”

– Nicolas Gremion (@FreeEBooksNet), Free-eBooks.net

Be authentic and offer incentives

“When we open a new store, we first read local magazines and search on social media to find the key influencers who are out and about and attending events on a weekly basis. We reach out to this influencer list and offer a complimentary product to see if they like the brand. We then provide them company credit for referrals, which can be significant given the number of people they’re meeting.”

– Fan Bi (@blanklabel), Menswear Reviewed

Create a programme and promote it

“Publicise an ambassador programme that actively seeks out these influencers who are more than happy to represent your product and service if they like it. The programme should include messaging and a targeting plan to seek out these ambassadors. Having a programme with consistent communication and buy-in for the potential ambassadors can help secure them.”

– Cynthia Johnson (@cynthialive), Bell + Ivy

Target your most dedicated customers

“As a company who reaches moms and moms-to-be, almost everything we do is word-of-mouth based. The best place to start is with your most dedicated customers. You would be surprised how many people will want to help spread the word. Often they will do it for trade, as they just want to be a part of a brand they love.”

– Lindsay Pinchuk (@lindsaypinchuk), Bump Club and Beyond

Gather, nurture, and ask

“For our members, we’ve worked hard to create a lively and engaged Facebook group. We are in there every day answering questions, having conversations and celebrating our members. On the sixth week of membership, they receive a survey. Whenever we see a super fan come through, we reach out to do a member feature and ask if that person will help to be an ambassador of our group. This works well.”

– Kim Walsh-Phillips (@KWalshPhillips), Elite Digital Group

Also Read: 6 tips to turn your customers into ambassadors

Call on strong network ties

“The best ambassadors are people with whom you’ve cultivated a solid relationship over the long term. You talk regularly, you’ve helped them out, and they’ve helped you out. Therefore, it’s not strange or irritating when you approach them with an ask to publicly promote your brand. I personally bristle when I get a request out of the blue, even if I happen to like the person or product.”

– Alexandra Levit (@alevit), PeopleResults

Only engage people with passion

“The best ambassadors are those who don’t need convincing or compensation. If you have a great product or service, there are undoubtedly influencers out there who either already love using it or would love using it. Develop a list of target influencers you think make sense, reach out to gauge their passion and excitement about your offering, and when you smell the organic mutual love, you’re in.”

– Andrew Antonio, World View

Show them that you care

“Build a relationship with them and ask for their opinion. It may sound simplistic, but when you show that you care about them, they will also reciprocate. If they sense that you’re just trying to get them on your side so you can get more exposure for your brand, odds are they will only do the minimum required. Create a brand they’ll want to promote.”

– Ismael Wrixen (@iwrixen), FE International

Build a microbrand first

“Brand ambassadors are force multipliers. But they need something to work with. Start building your product and community before recruiting ambassadors. Focus heavily on design. Ambassadors love working with brands that get great feedback from their fans. Show them that a few people already love your service, and they’ll follow your lead in promoting your company.”

– Neil Thanedar (@neilthanedar), LabDoor

Give first, ask second

“There’s a simple rule in the game of life: ‘Give and you shall receive.’ So before approaching ambassadors, how can you help them? Can you provide a dedicated training to help them grow their business or a personal phone call to help them with their marketing? Give first and ask them to help later.”

– Chris Bission (@chrisbisson), Salesmsg

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The Young Entrepreneur Council (YEC) is an invite-only organisation comprising the world’s most promising young entrepreneurs. In partnership with Citi, YEC recently launched BusinessCollective, a free virtual mentorship programme that helps millions of entrepreneurs start and grow businesses.

Image Credit: Drew Farwell on Unsplash

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