THE ULTIMATE GUIDE TO BRAND AMBASSADOR

MARKETING IN 2020

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Table of Contents

Chapter 1: Introduction to Ambassador Marketing 3

What is Ambassador Marketing? 4

Why are most referral programs destined to fail? 6

Test Your Company for Ambassador Marketing 7

Chapter 2: Brand Ambassadors vs. Influencers:

How to find and recruit the best Ambassadors for your Brand 9

Ambassador Marketing vs. Influencers 9

User-Generated Content 11

How to Find Brand Ambassadors? 13

How to Determine High Engagement? 14

Chapter 3: How to Build a Successful Brand Ambassador Program 16

What Exactly is a Brand Ambassador Program? 16

Types of Brand Ambassador Programs 17

11 Steps to Your Brand Ambassador Program 19

KPIs to Define Success of Your Brand Ambassador Program 23

Chapter 4: How to Engage and Incentivize your Brand Ambassadors 24

How to Keep Your Ambassadors Engaged? 24

Tips to Maintain Engagement 28

Chapter 5: Conclusion & How to Promote your Brand Ambassador Program 29

Key Takeaway Points 29

Wrap Up 32

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CHAPTER 1: Introduction to Ambassador Marketing

In this ebook we are going to share valuable information about Brand Ambassador

Marketing. So, why did we write this ebook? And why should you read it?

For the past few years we have worked closely with businesses across many different

sectors from fashion to sports to automotive to hospitality with the goal of helping

our customers implement successful ambassador marketing strategies.

Whenever we meet with marketers to discuss their requirements we come across several common insights which are worth noting:• Marketers tend to overlook ambassador

marketing as it can appear overly

complicated

• Many marketers don’t understand how

ambassador marketing is different from

affiliate or referral marketing or influencer

marketing

• Ambassador marketing is an underutilized

channel by many brands

• Brands that set up ambassador marketing

programs experience great success

• When done correctly, ambassador

marketing outperforms most other online

marketing channels including PPC, SEO,

content marketing and email marketing

So, why are these insights valuable

and why should you complete this

ebook?

We would like to show you how

to harness the awesome power of

ambassador marketing with minimum

effort to help you maximize your

marketing spend.

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Here is an outline of what to expect from this ebook:• Chapter 1: Introduction to Ambassador Marketing

• Chapter 2: Brand Ambassadors vs. Influencers: How to find and recruit the best

Ambassadors for your Brand!

• Chapter 3: How to Build a Successful Brand Ambassador Program

• Chapter 4: How to Engage and Incentivize your Brand Ambassadors

• Chapter 5: Conclusion & How to Promote your Brand Ambassador Program

Great, so let’s get started!

What is Ambassador Marketing?Ambassador marketing is Word of Mouth Marketing (WoMM) on scale. Sounds a bit

like a referral program right… wrong! So, how does ambassador marketing differ to

traditional referral programs?

Marketers who implement ambassador marketing programs understand that

traditional referral programs are very difficult to sustain.

There are only very few companies who consistently implement successful referral

programs, Uber, Dropbox and Airbnb are among them. Essentially, companies that

already have huge market share.

So, how do you know if your referral program is actually working?

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There is a commonly used formula to measure the success of a referral program,

called K factor or Viral coefficient:

(Number of Existing Customers x Number of invites sent by all your customers) X

CVR of those invites

Number of customers

=

K factor/Viral Coefficient

For example, if you have:

1. 100 customers

2. Each of them sends 10 people to your business

3. Out of those 10, 1 becomes a customer, then your CVR is 10%

4. You can insert all these numbers into the formula

100x10x0.10

= 1 K factor

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Side note: You can also use this free tool to calculate your K factor

If your K factor is 1 or less than 1, then your referral efforts are not paying off. And

let us share a secret with you: most referral programs simply don’t work!

If you do have a K factor that is higher than 1, that’s amazing, well done! Keep on

reading though because we can help you improve even further!

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Why are most referral programs destined to fail?Based on our research and the data collected from companies we have worked with

(other than not fitting the criteria due to lack of social currency in your product - if

you don’t know what social currency is, we will cover it later in this chapter), the fact

is most referral programs tend to treat everyone the same.

When a customer who recommends your product, service or brand doesn’t convey

trust or doesn’t fit with your brand’s voice or values, their recommendation can

often cause more harm than good.

With a traditional referral program, It doesn’t matter if your customers are very

influential people or people with a small group of friends, they all receive the same

treatment.

People are different, this is one reason why personalization became so big in the

past few years. It simply works!

Companies that incentivize customers with a lot of social influence (e.g. customers

and employees with a big audience of followers and friends and great engagement)

the same way they would incentivize your average Joe, are missing out on a great

opportunity!

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This opportunity is Brand Ambassador Marketing.

Ambassador marketing relies on one of the oldest known principles, the Pareto

principle, also known as the 80/20 rule.

Those who use this rule in their marketing efforts focus on 20% of their followers

(customers, employees and prospects) to drive a K factor that is larger than all of

their followers combined.

This 20% of followers are people who fit your brand voice and have influence

over others either in real life or online on social media platforms. These people of

influence can drive amazing results with a minimum budget.

You can, and should, incentivize these people differently (we will focus on this topic

in Chapter 4).

The bad news though, is that this channel does not necessarily fit all businesses.

Test Your Company for Ambassador MarketingHere’s a quick test to see if your company

is a great fit for ambassador marketing:

1. Can you reach at least 1000 people?

(Unique monthly visitors and/or Social

media followers and/or email list and/or

number of customers and/or number of

employees).

2. Does your product, service or brand

transfer social currency? Does it make

people look or feel any of the following

when they talk about it:

i. Cooler

ii. Healthier

iii. Smarter

iv. Trendier

v. Exclusive

vi. Professional

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If your answer to these 2 questions are Yes, for sure! - then ambassador marketing

is right for your business!

To summarize, ambassador marketing is an approach that allows you to recruit

brand ambassadors who resonate with your brand’s voice and can represent you.

These customers, employees or prospects will help promote your brand and can be

incentivized in various forms.

In Chapter 2 we will explore how to differentiate influencers from brand

ambassadors, how to set the criteria for your brand ambassador, how to find brand

ambassadors and recruit the right ones for your brand.

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CHAPTER 2: Brand Ambassadors vs. Influencers:

How to find and recruit the best Ambassadors for your Brand

People often ask us about the difference between brand ambassadors and

influencers. This is an important question, so let’s jump right in!

Brand Ambassador vs. InfluencersOften when we engage with marketers, customers and brand advocates at

conferences or online, we are told that a brand ambassador is just another term for

an influencer.

This is not entirely true.

An influencer can be a brand ambassador, but not all influencers are brand

ambassadors for the brand which they are promoting.

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This points to the heart of the matter. A brand ambassador is someone who is

invested in your product, service or brand. Whereas an influencer is someone you

might hire to launch a new product or promote something online.

Brand ambassadors are a long term investment whereas influencers are usually

hired for short specific campaigns. Influencers are more extrinsically motivated

(for example by monetary rewards) compared to brand ambassadors who possess

intrinsic values, share common goals and are motivated beyond financial gains.

If you have previously dealt with influencer marketing, 2 things are abundantly clear. Hiring an influencer can be an expensive exercise and not all influencers deliver results:• Many of them have poor engagement

• They are extremely expensive

• The performance aspect is lacking

• It’s hard to find good influencers

• Good influencers are hard to recruit

• They are not very loyal and will usually go for the higher bidder

On the other hand, your brand ambassador is generally a customer, employee or product user who:• Likes your product and brand and

is likely to recommend it to others

regardless of your efforts

• Is loyal

• Will be there when you need him or

her for any activity, from promotions

to product design, reviews or to

generate content

• Will consistently generate content for

your brand, sometimes even without

being asked to

• Can be remunerated with freebies

and other forms of non-monetary

compensation

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Brand ambassadors authentically like the product and brand and really believe in

it! These are your true fans. And there is no better form of marketing!

Don’t take our word on it, ask Kevin Kelly the chief editor of wired magazine or Seth

Godin, a world renowned marketing guru.

User-Generated ContentLet’s dig a little deeper.

Brand ambassadors tend to create User Generated Content (UGC) to share

information and spread influence.

User-Generated Content is an incredibly effective method of online marketing. Here are 7 statistics showing why you should be paying attention to UGC:1. UGC posts shared on social media channels

see a 28% higher engagement rate than

standard brand posts.

2. UGC-based ads get 4x higher click-through

rates and a 50% drop in cost-per-click than

average.

3. Videos created by (and featuring) users get

10x more views on YouTube than content

created by brands.

4. Brand messages are reshared up to 24x more

when disseminated through your brand

ambassadors versus published to your brand

page.

5. According to one study, an ambassador

program with 1,000 participants can generate

up to $1,900,000 in advertising value.

6. 48% of customers say that UGC is a great way

to discover new products.

7. UGC campaigns are shown to result in a 29%

increase in web conversions over campaigns

or websites without it.

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WOW! Right?

So, how would we define a brand ambassador? A brand ambassador is a customer

or “super-user” of your product or brand who generates content or regularly shares

positive brand experiences.

So now that you know the difference between brand ambassador marketing and

influencer marketing, where can you find ambassadors for your brand and how do

you go about recruiting them?

The best place to find brand ambassadors is among your existing customers or

employees. Smaller brands and businesses may find this pool of potential brand

ambassador to be too small, in which case we recommend you look to your followers

on social media.

This pool of true fans are people who already know your brand and understand

its values and share in your common goals. Authenticity is key and will have a

tremendous impact on the success of your ambassador program.

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How to Find Brand Ambassadors?Here are a few methods to help you find your brand ambassadors:• Social media: Look out for users who engage with your content regularly in a

positive and constructive way. Also look out for users who post about your brand

regularly on their own platforms using hashtags, mentions or related keywords.

• Product review sites: Find customers who make a real effort to write reviews.

• Forums and groups: Facebook groups, SubReddits, LinkedIn, Quora, and other

forums are a great place to find customers who are actively discussing your

products.

• Your own database: data enrichment tools can make this part simple and

accurate by plugging into your data or mailing lists and reviewing individual social

profiles to pick up brand mentions.

The next step is to recruit your true fans to be your brand ambassadors. We suggest

you build an application page. Something similar to what Adidas did here.

This is a great way to encourage people to apply so you can review their application.

Another option is to use influencer marketing platforms and post ads looking for

long term brand ambassadors.

We do however see much better results and acceptance rates with existing

followers.

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Now that you have some candidates, it’s time to choose the best ones to be your brand ambassadors. Here are some criteria to help you review your candidates:• Social media reach: look at the platforms you care about.

• Engagement rate: is it any good?

• The topics your candidates post about: Do they talk about things that resonate

with you and your brand?

• Hashtags: are they related to your brand?

• Ambassador location: are candidates in the same or similar geographics location

as your target audience?

How to Determine High Engagement?Let’s talk about Engagement!

We generally see better results when working with micro or even nano influencers

who have higher engagement. These are people who tend to have fewer followers

but these followers are more engaged. So anything below 500k followers is a good

starting point.

How do I determine high engagement?

Each platform is different, facebook and twitter see between 0.5%-1% engagement

rate while instagram has a baseline of 3%-6% engagement.

Here is a method to calculate the engagement rates of your candidates in 4 easy steps:1. Choose a post

2. Sum up the number of likes and

comments of this post

3. Divide this number by the number of

followers/friends

4. Multiply it by 100 to get the %

To make sure your candidates are the

real deal, this tool can be used to find

out whether candidates use bots to

increase followers and engagement.

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Once you have chosen your brand ambassadors, it’s time to start working with them

to test their true value. In the next chapter we will show you how to build a brand

ambassador program that attracts a lot of quality applications for your brand.

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CHAPTER 3: How to Build a Successful Brand

Ambassador Program

By now you should have a good understanding of what brand ambassador marketing

is, why it’s a valuable exercise for your business and how to find and recruit your true

fans to be your next brand ambassadors.

Now it’s time to get down to business as we layout the steps to building your own

brand ambassador program!

What Exactly is a Brand Ambassador Program?As we know, Word of Mouth Marketing is one of the most effective tools a brand can

employ. A brand ambassador program is designed to utilize the passion of a brand’s

most enthusiastic or loyal customers by giving them exclusive benefits, and the

autonomy to carry out the brand’s messaging to other consumers.

In other words, it is basically creating a word-of-mouth program that helps a brand,

product or service receive optimal recognition. Brand ambassador programs are

designed to suit the personal needs of a specific brand. A brand ambassador

program that works for one brand may not necessarily work for another.

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Types of Brand Ambassador ProgramsThere are several types of Brand Ambassador Programs, we will focus on the 4 most

common:

1. Affiliate Brand Ambassador ProgramThis type of brand ambassador program is modeled on the affiliate marketing

structure. This program involves a partnership between the brand and a few

individuals usually influencers or bloggers.

These individuals function as affiliate marketers. This means they promote a

brand and in exchange they get a commission whenever a purchase is made

through their promotion.

This type of brand ambassador program is a win-win for both sides, as both

brand and affiliate marketer profit from resulting sales.

Pura Vida Bracelets is a great example of a successful affiliate brand ambassador

program.

2. Informal Brand Ambassador Program (also known as referral program)

The informal brand ambassador

program is less structured. Anyone

who shows unwavering loyalty or

love for a brand can join this brand

ambassador program. All they need

to do is spread the word about the

brand to family and friends.

As we covered earlier in the ebook,

these programs don’t usually see

great success.

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3. College Brand Ambassador Program

College ambassador programs are ideal for brands

whose target consumers fall within the college or

university demography.

This type of brand ambassador program simply

involves a partnership between a brand and

enrolled students. The brand leverages the

internal connections between students on

campus and in study groups to raise awareness

for an organization or product, thereby increasing

sales.

Other marketing strategies include wearing

outfits that advertise the brand they represent,

hosting on-campus events, handing out product

samples, putting up posters or coming up with

ingenious ways to promote the brand they work

for.

Brands involved in college ambassador programs

include Red Bull, Coca-Cola and Victoria’s Secret.

4. Requirement-Driven Brand Ambassador Program

Requirement-driven brand ambassadors perform

certain actions for a brand within a specific time

frame.

This is an economical way to develop a brand

since the company only hands out free products

or stipends to their brand ambassadors.

Mostly, requirement-driven brand ambassadors

are influencers with high content engagement

rates.

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11 Steps to Your Brand Ambassador ProgramNow that you know the different types of Brand Ambassador Programs, it’s time to

create one of your own!

We have put together a unique 11-step formula to help you get started!

1. Define your objectives and budgetOutline what you want your ambassador program to achieve for your company.

Ask yourself what is your main objective: is it to sell more products, up-sell

current members, or generate more brand awareness? Lock in your objectives

and assign a budget. Remember to include a budget for incentives.

Make sure to give your ambassador program time to prove itself. After 3-6

months you should be seeing results. Start by developing a timeline and include

all of the following steps we will now discuss in it.

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2. Create a rewards structureTake a lesson from Pura Vida Bracelets and their 3-tiered system which motivates

their brand ambassadors to sell more products, by increasing the incentives at

each level.

Think about how you can recognise your top users – the Xbox ambassador

program does this really well by publishing leaderboards and issuing daily

challenges.

3. Create a brand ambassador program pageBrands that build a dedicated program page see better results.

Here are a few examples for inspiration:

• Addias

• Lululemon

• Makersmark

We strongly recommend you to

be as general as possible with

your offer, as it will give you the

option to test different incentives

and approaches with your various

ambassadors.

Here is a template to use for your

page:

Get the latest [YOUR PRODUCTS]

from [YOUR USP] before anyone

else. Do you have what it takes

to become [YOUR BRAND] brand

ambassador?

Apply now!

4. Identify your SuperstarsLook through your existing customer base and find users who are loyal and

passionate about your brand (see chapter #2). Choose a few customers/

prospects that you wish to have as your program leaders:

1. Add them to your CRM

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2. Like them and comment on their social media pages

3. Send them a freebie

4. Contact them and show your interest in them becoming your ambassadors

Recruiting program leaders is a definite way to help your program succeed

immensely. But don’t stop there!

5. Invite your employeesDon’t forget that your own employees can make great brand ambassadors.

Take a look at Coca-Cola and Heineken who turned their employees into a highly

profitable acquisition channel.

6. Invite a small percentage of your email listStart with a small pilot program and refine the model before opening it up to

a larger group. This will reduce the amount of support you need to provide

while also allowing you to connect directly with individuals and build a strong

foundation.

7. Provide resources and marketing materialsArm your brand ambassadors with marketing material and products

to help them curate and create content that reflects your

brand. For example: look at how Red Bull created an

online resource portal for their student marketers

while allowing them to have the kind of

creative freedom that has propelled

their brand. At first, you

won’t need to go that far, a

brochure with all the key

messages and values

of your brand will be

enough.

8. Monitor, but don’t dictateKeep a close eye on your

ambassadors but don’t

interfere in their content

creation process. Create

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a style guide if you need to. Monitor their progress and sales through your

analytics or referral tools.

Assign personalised tracking numbers or codes for your ambassadors, this way

you can track the online sales they refer or generate.

9. Keep your promisesHonour your agreement with successful ambassadors within the agreed upon

time frame. Fulfilling your part of the deal too late will have a serious impact

(word-of-mouth travels, remember!).

10. Review the numbersReview your sales figures and the performance of your pilot program. Apply any

actionable insights or learnings to your larger strategy.

11. Go big!After you get the first few positive results, it’s time to increase the scope of your

program. Send your program pages to your entire email list, post it on your social

media channels, and ask your current ambassadors to help you promote the

program by sharing it with their audience.

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KPIs to Define Success of Your Brand Ambassador ProgramSo, how do you measure the efficiency of your ambassador program?

Here are the most common KPIs to use when evaluating your ambassador efforts:

• # Number of UGC / Ambassador or Month

• # New website traffic / Ambassador or Month

• # Conversions (lead / sale) / Ambassador or Month

• # Engagement (comments & likes) on UGC / Month

And most importantly ROI. You can calculate your ROI by tracking the number of

sales generated by your ambassadors and deducting the budget you invested in your

ambassadors (incentives + commission).

In the next chapter, you will learn how to incentivize your ambassadors, best

practices, and how to keep them engaged with your brand and product to drive

better results!

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CHAPTER 4: How to Engage and Incentivize your

Brand Ambassadors

In this penultimate chapter (great job for getting this far!), we will be looking at ways

to engage your brand ambassadors to ensure you make the most of your marketing

efforts.

How to Keep Your Ambassadors Engaged?Now that you have great ambassadors lined up and a program all set up and ready

to go, the question arises: how to keep your true fans engaged in your ambassador

program?

There are several ways to achieve this, from commission based to monetary and non-

monetary methods which we will cover here in detail.

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1. CommissionOne of the most common ways to incentivize your brand ambassadors is to

simply compensate them for every sale they generate. If you have an affiliate or

referral program in place, it’s easy to create a unique link for them and measure

the revenue they generate.

If you have a public affiliate program in place, make sure the commission you

offer to your brand ambassadors is higher.

They will expect higher commissions than other affiliates since they generate

more sales, increase your brand awareness, provide feedback and are loyal to

your brand. Successful ambassadors deserve special treatment.

The commission amount depends on profit margins, but we would suggest

starting with a lower commission (it still needs to be lucrative enough for them

to keep promoting your brand). You can raise the commission afterwards to

reward your best performing ambassadors.

2. Fixed rateSome brands prefer a tactic where they select fewer ambassadors, very

influential ones in most cases, and offer them an exclusive deal.

An example of an exclusive deal is when select ambassadors are required to post

a specified number of times on social media and publish a few articles on their

personal blogs in exchange for a monthly retainer.

When you deploy this strategy, you need to pay special attention to the

ambassadors you work with and the content they create. According to our

experience, the quality of the content unfortunately deteriorates with time.

Warning: When using the first and second compensation tactics, you motivate your

ambassadors extrinsically. There is nothing wrong with that, but your true fans

are likely to recommend you without payment. By getting them accustomed to

compensations for every referral you may have to either keep increasing your budget,

or combine other compensation tactics to scale your operation.

$

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3. FreebiesBy sending free products to your ambassadors you show them your appreciation.

Here are four ways to use freebies successfully:

• Send a free product to your ambassadors and ask them to share their

experience with it to their audience

• Send gifts on a regular basis to your best performing ambassadors

• Send a product bundle to an ambassador every time they reach a milestone

(social media post engagement or referrals in most cases)

• Use a leaderboard and define specific milestones and offer unique rewards

for each milestone

As your ambassadors are also customers who love

your products, promising them free products is

a sure way to keep them motivated. Sending

ambassadors products instead of paying them

works on both extrinsic and intrinsic motivations

and usually result in a higher ROI on your

ambassador efforts.

4. Non-monetary compensationThere are many things you can do to

make sure your ambassadors feel

special. Your goal is to increase

their social currency (their

perceived value among their

friends and family). Let’s

take DELL and their

ambassador program as

an example.

DELL does not pay their

brand ambassadors, but it

does go above and beyond

to make them feel special.

For example, every time DELL

organizes an event, they send VIP

tickets to their brand ambassadors.

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As soon as DELL employees see a brand ambassador during one of their events,

they are instructed to give them special treatment and greet them with a smile.

In this case, they are also invited to meet top level executives and even the CEO.

Brand ambassadors can then brag to their friends and family, “I just met their

CEO a week ago and gave them my feedback about the new line of computers,

so I hope you enjoy it”. This way the brand ambassador feels special.

Things to keep in mind when using this tactic:• Create an exclusive event for your brand ambassadors, a dinner at your office

for example

• Surprise them with random gifts (they do not have to be in your catalog)

• Send them VIP tickets to your next event or any interesting industry event

• Mention them on your social media channels and on your website

• Ambassador of the month, week or year reward

The key here is acknowledgement and you should

do as much as possible to acknowledge your

ambassadors and their efforts to promote

your brand.

Lululemon does a great job by sharing

their best ambassadors on social

media regularly.

They even have their pictures on

their website!

When it comes to compensation there

is no right or wrong, you just need to

choose the compensation tactics that fit

your budget and available resources.

The most successful brand ambassador

programs often combine non-monetary and

monetary compensations to achieve the best results.

The second ingredient in the recipe for a successful brand ambassador

program is engagement.

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It’s very important to keep engagement going over time or even your best brand

ambassadors will lose interest. We see this time and time again, so ensure to

maintain momentum through continuous engagement.

Tips to Maintain EngagementHere are a few tips to maintaining engagement:

• Create a facebook group or slack workspace or any other community

management tool, and encourage your ambassadors to communicate with each

other. In this group you should also send requests, ask questions, and participate

in conversations

• Create a new list in your email marketing tool just for your ambassadors, and

make sure you send them a special treat on their birthdays and holidays

• Invite your ambassadors to take part in the process of inviting and screening

new ambassadors

• Appoint community leaders to share content and engage with other

ambassadors

• If your budget allows, have a few private yearly events that include your

ambassadors

• Make sure your social media team mentions your ambassadors every once in a

while

• Use NPS surveys regularly with your ambassadors to gauge the success and

satisfaction of your program. Use these scores to reach out to unsatisfied

ambassadors and optimize your program accordingly

Your ultimate goal should be to eventually hand over control of your ambassador

program and let your ambassadors manage it for you. It’s their program, not yours.

We see many brands trying to enforce rules or have as much control as possible at

the beginning, but a better approach is to recruit great ambassadors, incentivize

them and let them show your brand their love.

An engaged and happy ambassador will help make your brand thrive.

In our next and final chapter we will conclude this ebook by summarizing the

key takeaway points and explain how you can quickly build and promote your

ambassador program.

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CHAPTER 5: Conclusion & How to Promote your

Brand Ambassador Program

Congratulations! You have almost completed our Ambassador Marketing Email

Ebook!

In our final chapter, we will summarize the key takeaway points to help you build and

promote a successful brand ambassador program.

Key Takeaway Points 1. Ambassador marketing focuses on 20% of your influential customers, employees

or prospects. These are your true fans and this approach ensures better results

than traditional referral programs.

2. Use the K Factor to measure the success of both your referral program and your

ambassador marketing efforts.

3. Use ambassador marketing when your product transfers social currency. Does

talking about your brand/product make your potential ambassadors seem better/

smarter/cooler to others? Do you know of a 1,000 people who are already familiar

with your brand?

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4. The best ambassadors are not necessarily those with high reach on social media.

Micro and even nano influencers with high engagement and high brand affinity

produce much better results and are more authentic voices.

5. Find your brand ambassadors by going through your existing customer and

employee pool, identifying people who fit well with your brand voice and have a

high online reach. This reach may be either a personal blog, youtube channel or

many followers on social media.

6. Focus more on engagement than on reach and utilize a “fake followers detector”

to eliminate inauthentic candidates.

7. Keep your ambassadors engaged and motivated. Compensate them with

monetary, freebies and non monetary incentives such as exclusive events, t-shirts,

linkedin titles, free social media promotions.

8. A brand ambassador program is designed to utilize the passion of your most

enthusiastic customers to spread the message to other consumers.

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9. There are different types of brand ambassador programs. Each program suits

different needs. You should be aware of the individual objectives you wish to

achieve with your program before you start constructing it.

10. Assign personalised tracking numbers or codes to your ambassadors. This way

you can calculate the ROI by tracking the number of sales they generate and by

deducting the budget you invest in your ambassadors.

11. Monitor your ambassadors’ activity but don’t interfere with their content

creation process. Incentivize them and let them show you their love.

12. There are different ways to incentivize brand ambassadors: Commission, fixed

rates, freebies or non-monetary compensations. You can combine different

techniques depending on your budget and available resources.

13. Use community management tools, regular email sequences and events to

increase engagement of your ambassadors.

14. Regularly gauge the success and satisfaction rate of your program. Reach out to

unsatisfied ambassadors and optimize your program accordingly.

15. Let your ambassadors manage your program, reward them and let them sell for

you.

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Wrap UpBefore wrapping up, we would like to share a few ways to promote your ambassador

program

1. Add a link to the page on your website - you want to grab the attention of your

visitors to the program so adding a link in the footer won’t really do it, but a link in

the top navigation bar will

2 Add an exit intent pop up for return customers

3. Send a newsletter to your customers and let them know you launched an

ambassador program

4. Promote it across your Social Media channels

If you don’t have a big audience, it’s advised to invest a small budget in social media

ads to give your program a boost.

Thanks for reading our ebook, we hope you enjoyed it as much as we enjoyed

creating it.

Good luck with your Brand Ambassador

Program!

Let your true fans sell for you.