Whether you want to call it Digital Ambassador or Brand Ambassador, we are talking about a key figure if a company wants to achieve the goal of taking maximum advantage of its presence online. It is not just the person chosen for sponsor the brand, it is much more. It is a person who is in all respects an ambassador and therefore spokesman of the brand: it can be both internal and external to the company and has the task of promoting the company and stimulate sales.
Digital Ambassador, who is he?
The Ambassador must possess a in-depth knowledge of the brand and the products/services it offers and must play a strategic role within the company's social network. The peculiarity of this marketing strategy is that it aims to be as authentic as possible, not a simple sponsorship by a famous person (see Influencer Marketing). The Brand Ambassador must have a personal and direct approach, as if he were a friend recommending a brand to another friend.
We must be careful not to confuse Brand Ambassador and Brand Advocate: if the first, as we said, is a person chosen and hired by the company to sponsor the brand, the second is instead a consumer who has particularly appreciated the company and who consequently acts on a voluntary basis in recommending the brand to other people.
Brand Ambassador, what does he do?
The Digital Ambassador, as anticipated, can be a figure internal or external to the company. Usually it is better to rely on an influencer who has a coherent audience of followers and in line with the company's specific target, so as to hit the mark.
Once you have chosen the person and the social networks to use, you need to explain to them the history of the company, the objective of the communication and the main sources of its value, so that they can use them to create adequate content.
Furthermore, the Brand Ambassador must monitor customer requests and satisfaction, so as to immediately understand if the product/service needs changes.
Why entrust your communication to a Digital Ambassador?
As we have already anticipated, one of the main characteristics of Ambassador Marketing is that of being a direct, authentic, true communication with (potential) customers. It is a strategy that allows consumers to be reassured when purchasing a product or service: hearing a person you respect and appreciate recommending a brand to you predisposes you positively towards it and you will be more likely to take it into consideration when it comes to switching to purchase phase.
In particular, this form of marketing has been very successful with young people. The elimination of barriers between consumers and companies thanks to social networks and influencers has led to incredible results in terms of sales and brand reputation. For this reason, investing money in a Digital Ambassador can lead to get a higher ROI (Return on Investment) compared to simply purchasing sponsored posts.
Trust us at University Box And Contact us if you want to develop your Ambassador Marketing strategy. We will be proud to find the right Brand Ambassador who knows how to communicate best with your audience of listeners and potential customers, even better if they are young and university students!