The 9 benefits of having brand ambassadors

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It's a fact: people are increasingly looking to trust the brands they follow. According to the 2023 Edelman Trust Barometer special report, 71% of people consider trust in an organization to be essential today. This need has motivated many companies to develop strategies that go beyond mere creativity and innovation. It is in this context that the role of a brand ambassador becomes relevant, as it transforms the way a product or service is promoted. This brings with it a series of advantages:

This strategy can be more effective than traditional advertising, as at least 34% of consumers always check online reviews about products and services.
These ambassadors lend authority to your organization by representing a long-term commitment. During this relationship, the company can take full advantage of the ongoing influence of these consumers to benefit the message they wish to communicate.
Ambassadors are firm believers in the benefits of the products or services they represent. Being truly passionate about your brand, they generate greater trust in users and are likely to recommend your products not only on social media, but in their daily interactions with friends, family or acquaintances.
Unlike influencers, ambassadors constantly share your content and speak positively about your brand on digital platforms.
Since they’ve been using your products for an extended period of time, they have a precise understanding of your audience’s needs. This provides honest and valuable feedback, giving your team useful data to improve any aspect before the official launch.
They are a reliable source of information due to their close relationship with consumers. By interacting on social media, events or other media, they allow for obtaining opinions that can be incorporated to improve the strategy.
Ambassadors support your company's image because they trust your products, have experienced a positive change in their lives since consuming them, and support their use.
They have a genuine connection and real enthusiasm when interacting with their audiences. Their human, authentic and powerful testimony generates effective conversions.
Particularly in B2B industries, opinions from knowledgeable users are valuable. Attracting more customers by showing consumer satisfaction with your brand is crucial, as companies that focus on improving user experience are 60% more profitable.
What types of brand ambassadors are there?
Brand ambassadors are responsible for representing your company, although not all of them perform this task in the same way or share the same characteristics. Therefore, there are different types of ambassadors that are important to understand.

Internal ambassadors
Internal ambassadors are members of your business community who use their own image to promote your brand. These ambassadors can be employees, investors, or leaders committed to your company's values.

They are extremely useful because they demonstrate your own employees' commitment to representing your organization, reflecting a strong company culture and authenticity in your message. Plus, by having a deeper understanding of your brand, they can speak about it with greater authority.

External ambassadors
External ambassadors are not within your business community, but they maintain some kind of relationship as users or commentators in a particular niche. They often promote your brand after trying your products, although they can also be intentionally selected to convey a specific message.

A key advantage of these ambassadors lies in their potential to have high recognition in a specific vp financial email database field or environment. For example, they could be artists, journalists or prominent members of social groups admired by people, allowing them to connect with a wider audience.

Sponsored Ambassadors
They are characterized by promoting the brand in exchange for compensation or sponsorship from companies. For example, it is common to pay a singer to create content that highlights the advantages of your products.

This allows you to control the message directed to your audience and ensure a targeted reach. However, this strategy can be costly for the company, especially when involving figures with a large number of followers.

Organic Ambassadors
Instead, these people have a genuine reaction to your product and feel a connection to your message and the usefulness of your products, whether they are prominent figures or everyday users.

The main advantage is their commitment to organizations and willingness to be spokespersons for the benefit of your company. However, it is possible to lose control over the messages they convey, since most of them express opinions that do not always reflect your company's vision.

Niche Ambassador