4 Reasons Why Brand Ambassadors Are Critical to Marketing Strategy

You now know that brand ambassadors aren't just paid celebrities touting your amazing brand. You have brand ambassadors everywhere (or you should...are your employees walking the talk?). But why are brand ambassadors a critical component of your marketing strategy?

1. Word of mouth is powerful. Think about how you got your dentist. Or your hairdresser. Or your car. Or that brand of gelato you tried last Saturday. When people are talking about a brand and suggesting that you investigate it for yourself, they are bringing a level of emotion to it that cannot be created in another way. They're bringing trust from your friendship into that brand or they're bringing respect from your work relationship. Whatever emotions you connect with that person are now magically and inexplicably tied forever into that brand you've been introduced to. Who wouldn't want that kind of power invested into their brand?
   
   
2. Brand ambassadors provide more channels to reach your target audience. So, there is that guy on LinkedIn who is actively telling people how amazing your new software product is. There is the mom who just gave every parent in her son's third grade classroom the web address of your pediatric dental practice. They are reaching people who you may not have direct access to. And they're reaching them with personal testimonials. It doesn't get much better than that.
   
   
3. It's dirt cheap. OK, maybe hiring that amazing supermodel to tell everyone about how your new perfume changed her life isn't cheap but those brand ambassadors you have on the front lines ARE cheap. Monetarily speaking. Don't forget that the trust you've built with them over the years is priceless. Hint: Treat your brand ambassadors well! But you're not paying them to talk about your brand. They're talking about your brand because they love it.
   
   
4. They're usually there for life. How expensive would an ad campaign be if it ran once a week for the next 20 years? Brand ambassadors feel like they are a part of the business they love. I worked for a software company many years ago...I tell people to this day to buy that software. I do. I believe in that brand and I'm a promoter for life.

So what?

Brand ambassadors feel personally connected to your brand story. They want to connect their friends and colleagues with a brand that will make life easier or more productive or more amazing in general. Brand ambassadors are an organic asset to any marketing strategy.