5 reasons to build your Ambassador Army

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If you ever have heard of Red Bull you would definitely know how it’s brand army gave leverage to Red Bull to capture exponential power in the market

From reducing acquisition costs to increasing the rate of purchase, brand ambassadors work to create a ripple effect across the entire marketing funnel.

But before we get started you must be wondering : 

How are ambassadors any different from influencers, referrals, or loyalty programs?

The fundamental distinction can be summarized in a single word: community.

While influencers foster a community around themselves, ambassadors cultivate a community around your brand.

In contrast, loyalty programs lack a community element entirely. They promote one-on-one interaction between your brand and an individual, and that's the extent of it.

Ambassador programs seamlessly combine all these aspects with the invaluable inclusion of a community.

Having understood this let’s focus on our main agenda today as to why building an ambassador army is very valuable for a brand.

Join the Essential Community For Marketers

Stay ahead of the curve and join the thousands of marketers shaping the future of marketing with the American Marketing Association. As the largest community-based marketing organization, you’ll find award-winning content, professional certifications (PCM®), industry-leading training events, and vibrant local chapters. Members get access to an abundance of resources, on-demand courses, and the most essential community in marketing.

Get exclusive benefits when you become a member today!

Expand Your Customer Base Through Word-of-Mouth and Referral Sales

By recruiting your most devoted customers and enthusiastic supporters as brand ambassadors and equipping them with essential tools and resources (such as referral links and discount codes), you can extend your reach and attract fresh customers via this innovative marketing avenue.

Enhance Conversion Rates (While Reducing Marketing Costs) with UGC

On average, user-generated content yields a 5% higher conversion rate compared to internally generated content. Leveraging your ambassadors as a dedicated content creation and distribution team can lead to cost savings by reducing in-house content creation expenses.

Boost Efficiency & Effectiveness Across Paid Social, Social Media, and Content Platforms

With a well-defined framework and effective tools in place, your ambassadors can amplify the efficiency and impact of every marketing channel in your arsenal. Whether it's improving conversion rates on paid social media through increased engagement, expanding social media reach by interacting with your posts, or extending the reach of your published content through sharing, ambassadors can drive higher returns on investment and return on advertising spend across your entire marketing spectrum.

Elevate the Lifetime Value of Your Most Valuable Customers

Enrolling a new brand ambassador into your community strengthens the connection with that customer, further embedding your brand and products into their lifestyle and identity. On average, brands witness a remarkable 43% increase in lifetime value among their brand ambassador cohorts compared to their broader customer base (although it's worth noting that part of this increase may stem from initially attracting higher-value customers).

Harness a New Synergy Between Owned, Earned, and Paid Media (Enhancing Overall Impact)

Unlike many other social-oriented initiatives like paid and organic social media, with the right brand ambassador platform, you gain ownership of the community, which can then be leveraged to augment your efforts across digital and social platforms, and beyond. With the appropriate platform, you can truly own your brand ambassador community, enjoying similar benefits to a vibrant, engaged Facebook Group but on a platform where you retain the customer relationship, complete with contact details and messaging capabilities.

Assembling your team of brand ambassadors can be as straightforward as engaging with your current community of brand enthusiasts: employees, clients, supporters, and collaborators.

Once you've established your ambassador incentives and initiatives, your community will propel your brand's expansion 🚀