Don’t start an ambassador program because everyone else is developing this form of outreach program. Building a brand ambassador program will take time and effort, so you need to know exactly what you expect to get out of the program before commencing.
Your goals could be to:
- Drive brand awareness;
- Generate sales;
- Increase conversion rates;
- Increase reach to new audiences;
- Build a bigger social media presence, e.g. on LinkedIn, Twitter, etc.
- Boost brand loyalty.
Most programs are focused on building brand awareness rather than boosting sales per se. So you will need to track metrics relating to mentions, hashtag usage, and follower growth as you’re rolling out your program.
If you’re also seeking to increase sales, you’ll need to tie your brand ambassador campaigns to links that track this specifically, too.
By understanding your end-game before you get started with your ambassador program, your marketers will find it easier to pinpoint ambassadors with the same values that are able to help you reach these goals.