How to Identify and Mobilize Your Brand Ambassadors

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43 L 48.796875 43 C 48.275261 38.532432 44.604108 35 40 35 z M 40 37 C 43.877484 37 47 40.122516 47 44 C 47 47.877484 43.877484 51 40 51 C 36.122516 51 33 47.877484 33 44 C 33 40.122516 36.122516 37 40 37 z M 18 46 C 10.306206 46 4 52.306206 4 60 L 4 64 L 26.269531 64 C 25.457834 65.84109 25 67.868987 25 70 L 25 74 L 55 74 L 55 71 L 55 70 C 55 67.868987 54.542166 65.84109 53.730469 64 L 76 64 L 76 60 C 76 52.306206 69.693794 46 62 46 C 55.158556 46 49.446319 50.988522 48.257812 57.503906 C 45.884282 55.926028 43.045242 55 40 55 C 36.954758 55 34.115718 55.926028 31.742188 57.503906 C 30.553681 50.988522 24.841444 46 18 46 z M 18 48 C 24.245162 48 29.37815 52.832416 29.921875 58.941406 C 28.934708 59.842395 28.067924 60.868215 27.347656 62 L 6 62 L 6 60 C 6 53.397794 11.397794 48 18 48 z M 62 48 C 68.602206 48 74 53.397794 74 60 L 74 62 L 52.652344 62 C 51.932076 60.868215 51.065292 59.842395 50.078125 58.941406 C 50.62185 52.832416 55.754838 48 62 48 z M 40 57 C 47.153388 57 53 62.846612 53 70 L 53 72 L 27 72 L 27 70 C 27 62.846612 32.846612 57 40 57 z M 8 58 C 7.449 58 7 58.449 7 59 C 7 59.551 7.449 60 8 60 C 8.551 60 9 59.551 9 59 C 9 58.449 8.551 58 8 58 z M 12 58 C 11.449 58 11 58.449 11 59 C 11 59.551 11.449 60 12 60 C 12.551 60 13 59.551 13 59 C 13 58.449 12.551 58 12 58 z M 16 58 C 15.449 58 15 58.449 15 59 C 15 59.551 15.449 60 16 60 C 16.551 60 17 59.551 17 59 C 17 58.449 16.551 58 16 58 z M 20 58 C 19.449 58 19 58.449 19 59 C 19 59.551 19.449 60 20 60 C 20.551 60 21 59.551 21 59 C 21 58.449 20.551 58 20 58 z M 24 58 C 23.449 58 23 58.449 23 59 C 23 59.551 23.449 60 24 60 C 24.551 60 25 59.551 25 59 C 25 58.449 24.551 58 24 58 z M 28 58 C 27.449 58 27 58.449 27 59 C 27 59.551 27.449 60 28 60 C 28.551 60 29 59.551 29 59 C 29 58.449 28.551 58 28 58 z M 52 58 C 51.449 58 51 58.449 51 59 C 51 59.551 51.449 60 52 60 C 52.551 60 53 59.551 53 59 C 53 58.449 52.551 58 52 58 z M 56 58 C 55.449 58 55 58.449 55 59 C 55 59.551 55.449 60 56 60 C 56.551 60 57 59.551 57 59 C 57 58.449 56.551 58 56 58 z M 60 58 C 59.449 58 59 58.449 59 59 C 59 59.551 59.449 60 60 60 C 60.551 60 61 59.551 61 59 C 61 58.449 60.551 58 60 58 z M 64 58 C 63.449 58 63 58.449 63 59 C 63 59.551 63.449 60 64 60 C 64.551 60 65 59.551 65 59 C 65 58.449 64.551 58 64 58 z M 68 58 C 67.449 58 67 58.449 67 59 C 67 59.551 67.449 60 68 60 C 68.551 60 69 59.551 69 59 C 69 58.449 68.551 58 68 58 z M 72 58 C 71.449 58 71 58.449 71 59 C 71 59.551 71.449 60 72 60 C 72.551 60 73 59.551 73 59 C 73 58.449 72.551 58 72 58 z M 30 68 C 29.449 68 29 68.449 29 69 C 29 69.551 29.449 70 30 70 C 30.551 70 31 69.551 31 69 C 31 68.449 30.551 68 30 68 z M 34 68 C 33.449 68 33 68.449 33 69 C 33 69.551 33.449 70 34 70 C 34.551 70 35 69.551 35 69 C 35 68.449 34.551 68 34 68 z M 38 68 C 37.449 68 37 68.449 37 69 C 37 69.551 37.449 70 38 70 C 38.551 70 39 69.551 39 69 C 39 68.449 38.551 68 38 68 z M 42 68 C 41.449 68 41 68.449 41 69 C 41 69.551 41.449 70 42 70 C 42.551 70 43 69.551 43 69 C 43 68.449 42.551 68 42 68 z M 46 68 C 45.449 68 45 68.449 45 69 C 45 69.551 45.449 70 46 70 C 46.551 70 47 69.551 47 69 C 47 68.449 46.551 68 46 68 z M 50 68 C 49.449 68 49 68.449 49 69 C 49 69.551 49.449 70 50 70 C 50.551 70 51 69.551 51 69 C 51 68.449 50.551 68 50 68 z"/></svg> </a> </div> <main id="site-main" class="site-main outer site-main-post has-post-image"> <div class="feature-post-wrapper"> <article class="post-full post tag-article tag-ambassador tag-customer-collaboration tag-customer-marketing tag-voice-of-customer "> <section class="post-full-content Article"> <header class="post-full-header"> <div class="post-full-header-wrapper"> <section class="post-full-meta"> <time class="post-full-meta-date" datetime=" 2024-06-27">27 June 2024</time> <span class="reading-time">5 min read</span> </section> <h1 class="post-full-title">Empowering Advocates: How to identify and mobilize your brand ambassadors</h1> <section class="post-full-meta"> <a href="/tag/article/">Article</a> </section> <div class="post-author-with-linkedin-wrapper"> <div class="post-author-wrapper"> <section class="post-full-authors"> <section class="author-card"> <a href="/author/vicky/"> <img class="author-profile-image" src="/content/images/size/w300/2024/06/Vicky-Karantonakis.jpeg" alt="Vicky Karantonakis" /> <section class="author-card-content"> <h4 class="author-card-name">Vicky Karantonakis</h4> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </div> </div> </div> <div class="post-full-image" style="background-image: url(/content/images/2024/06/tk-qJDkJRTedNw-unsplash--1-.jpg);"> </div> </header> <div class="post-content"> <aside class="toc-container"> </aside> <p>Your brand ambassadors are your biggest fans, going out of their way to advocate for your product or service. When leveraged in your marketing, having <a href="https://www.customermarketingalliance.com/customer-loyalty-deliver-personalized-experiences/" rel="noreferrer">loyal customers</a> promote your brand provides a sense of authenticity that’s hard to match. </p><p>To harness the power of brand ambassadors, they need to be identified first! </p><p>Finding those customers who genuinely love your product or service can come from various sources. But it’s just as important that your advocates are equipped with the support and knowledge they need to be successful. </p><p>Let’s cover some ways to identify and mobilize your brand ambassadors to empower them and drive <a href="https://www.customermarketingalliance.com/case-studies-for-community-engagement-engagement-in-action/" rel="noreferrer">meaningful engagement</a>.</p><h1 id="identifying-brand-ambassadors">Identifying brand ambassadors</h1><h2 id="analyze-reviews-and-customer-feedback">Analyze reviews and customer feedback:</h2><p>Third-party review sites are a great place to start looking for happy customers to promote your brand. Beginning with customers who’ve already begun promoting your brand without your involvement means you’re starting with those already on board with supporting your brand. </p><p>Customers who have left positive feedback through reviews may also be willing to participate in other activities to have their voices heard. And, by reaching out to them, you’re also acknowledging the work they’ve also done in supporting your brand by leaving their review. </p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/unleash-the-power-of-customer-stories-tips-to-maximize-real-advocate-voices/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Unleash the power of customer stories: Real advocate voices</div><div class="kg-bookmark-description">How a product or service positively impacted someone’s life or business always tugs at the heartstrings more than any stats or corporate speak. Customer stories bring that emotional connection and credibility that keeps us engaged.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2022/04/android-chrome-192x192.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Tiffany Knight Raymond</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/size/w1200/2023/11/johannes-plenio-E-Zuyev2XWo-unsplash--1-.jpg" alt=""></div></a></figure><p>Sending them thanks and offering to magnify their voice through your ambassador program goes a long way to also supporting the top customers in your customer base. </p><p>Some third-party review sites also allow customers to select if they are willing to be a reference for the brand. Those customers who select this option are opening up the communication channel for you, so the hard part is already done! You can use these contacts to grow <a href="https://www.customermarketingalliance.com/building-and-scaling-up-your-customer-reference-program-to-support-business-growth/" rel="noreferrer">your reference program</a> and encourage other types of word-of-mouth marketing. </p><p>Feedback from NPS scores is a great indicator of your customer satisfaction and can also be used to identify potential advocates of your brand. </p><p></p><figure class="kg-card kg-image-card"><img src="https://www.customermarketingalliance.com/content/images/2024/06/CMA-Infographics_Hub_Page_Formulas_7--1-.png" class="kg-image" alt="NPS score calculation" loading="lazy" width="1650" height="726" srcset="https://www.customermarketingalliance.com/content/images/size/w600/2024/06/CMA-Infographics_Hub_Page_Formulas_7--1-.png 600w, https://www.customermarketingalliance.com/content/images/size/w1000/2024/06/CMA-Infographics_Hub_Page_Formulas_7--1-.png 1000w, https://www.customermarketingalliance.com/content/images/size/w1600/2024/06/CMA-Infographics_Hub_Page_Formulas_7--1-.png 1600w, https://www.customermarketingalliance.com/content/images/2024/06/CMA-Infographics_Hub_Page_Formulas_7--1-.png 1650w" sizes="(min-width: 720px) 720px"></figure><p></p><p>Reach out to your brand promoters on an ad hoc basis or by automating follow-up emails to promoters, asking them to leave a review, provide a testimonial, and more.</p><h2 id="leverage-engaged-customers-and-existing-advocates">Leverage engaged customers and existing advocates:</h2><p>Watch for customers who actively engage with your content, emails, surveys, and social media posts. If a customer is often liking or commenting positively on your social posts, it’s a good indication they’re a fan of your brand!</p><p>If you’re finding people on LinkedIn, this is a good place to help promote your customer's work too, in an act of equal exchange. Encouraging acts of advocacy on social media, particularly on LinkedIn comes with the added perk of building up your customer’s personal brand as well as your own. </p><p>Also take a closer look at customers who are already participating in advocacy programs such as references, referrals, or <a href="https://www.customermarketingalliance.com/five-steps-to-harnessing-testimonials-for-effective-customer-marketing/" rel="noreferrer">testimonials</a>. </p><p>Advocates are far more likely to be customers who are already heavily engaged in your promotional activities. It will be easier to build on these existing relationships and encourage them to participate in additional activities.</p>  <a href="https://www.customermarketingalliance.com/join-the-customer-marketing-community/"> <img src="https://www.customermarketingalliance.com/content/images/size/w1000/2022/09/CMA_Slack_AD_4.png"> </a>  <p></p><h1 id="mobilizing-your-brand-ambassadors">Mobilizing your brand ambassadors</h1><h2 id="communicate-initiative-expectations-and-benefits">Communicate initiative expectations and benefits:</h2><p>Once you've identified your advocates, <a href="https://www.customermarketingalliance.com/3-points-to-help-you-engage-your-customers-with-effective-communication/" rel="noreferrer">effective communication</a> is important for maintaining satisfaction and involvement. </p><p>Clearly outline what they'll be participating in, including the time commitment required for certain initiatives, and the benefits they can expect. This ensures your advocates understand your requests and help you find the best matches for your program.</p><div class="kg-card kg-callout-card kg-callout-card-blue"><div class="kg-callout-text"><b><strong style="white-space: pre-wrap;">For example,</strong></b> if you are asking customers to take part in a reference program, let them know what the program is, how often they may be asked to speak to a prospect, and how being a reference is a great networking opportunity and helps prospective customers feel confident they are choosing the right product/service. </div></div><p></p><p>Make sure that you’ve built in regular touchpoints within these initiatives to check in on your advocates to make sure they’re nurturing alongside your program. Regular communication also helps support these relationships over a sustained period of time.</p><h2 id="reward-your-advocates">Reward your advocates:</h2><p>Offering benefits to your brand ambassadors to incentivize their participation and engagement ensures they feel valued for their contributions. Special discounts, access to exclusive content, swag, and sneak peeks at releases are a few ways to entice your advocates, to participate and feel valued.</p><p>Depending on the customer, many may not need an incentive but might appreciate the thank you, or personal recognition. As with any advocate initiative, <a href="https://www.customermarketingalliance.com/community-rewards-3-big-obstacles-and-what-to-do-about-them/" rel="noreferrer">rewards</a> and incentives should be tailored to your specific advocates. </p><p>Some companies will donate to advocates' chosen charities every month, or conduct in-person meetups in popular cities. </p><p>Either way, these rewards, whether in the form of discounts, gifts, or experiences, should reflect the kinds of people that make up your advocate group. </p><h2 id="offer-ongoing-support-and-resources">Offer ongoing support and resources:</h2><p>Provide your brand ambassadors with the necessary tools, resources, and guidance to do great in their advocacy roles. Providing email check-ins, materials, and/or access to a dedicated channel to chat with team members or other advocates can help them navigate their journey and stay invested in your brand.</p><p>Make sure to personalize these communications too. Some may prefer weekly check-ins or monthly roundups. As your advocacy program grows, don’t lose track of these personalized experiences that will make your advocacy program stand out above the rest. </p><h1 id="to-wrap-up">To wrap up</h1><p>To wrap up, once you’re able to find your fans, either from feedback channels, social, or current advocacy programs, make sure you’re:</p><ul><li>Communicating with them, </li><li>Recognizing their contributions, and</li><li>Providing them with the support needed to continue promoting your brand.</li></ul><p><em><strong>Want to hear more from Vicky? </strong>Make sure to join our </em><a href="https://www.customermarketingalliance.com/join-the-customer-marketing-community/" rel="noreferrer"><strong><em>slack channel</em></strong></a><em><strong> </strong>to continue the conversation with Vicky and our other Customer Marketing Ambassadors!</em></p> </div> <aside class="post-upgrade-cta hidden-upgrade"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" class="site-logo" /> <h2>Like what you see? 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No page unturned. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="https://certified.productmarketingalliance.com/p/product-marketing-certified-core" target="_blank">Get certified</a> </div> </div> </aside> <section class="post-full-authors post-full-authors-with-bio"> <section class="author-card"> <div class="post-full-authors-content"> <p>Written by: </p> </div> <a href="/author/vicky/"> <img class="author-profile-image" src="/content/images/size/w300/2024/06/Vicky-Karantonakis.jpeg" alt="Vicky Karantonakis" /> <section class="author-card-content"> <h4 class="author-card-name">Vicky Karantonakis</h4> <p>Vicky has an appetite for continuous learning, is a thorough researcher and troubleshooter. Vicky uses these skills in her roles as Senior Marketing Strategist at BigTime Software, Inc.</p> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </section> <section class="subscribe-form"> <p>Get industry insights</p> <form data-members-form="subscribe"> <input data-members-email type="email" required="true" placeholder="youremail@example.com" /> <br> <button type="submit">Join</button> </form> </section> <aside class="read-next"> <aside class="read-more-wrap outer"> <header class="read-next-card-header"> <h3><span>More in</span> <a href="/tag/article/">Article</a></h3> </header> <div class="read-more inner"> <article class="post-card"> <a class="post-card-image-link" href="/great-referral-programs/"> <img class="post-card-image" src="/content/images/size/w800/2024/11/CMA_Website_Article_Images_Doodles--6-.jpg" alt="10 examples of great referral programs to inspire you" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/great-referral-programs/"> <header class="post-card-header"> <h2 class="post-card-title">10 examples of great referral programs to inspire you</h2> </header> <section class="post-card-excerpt"> <p>We live in a hyper-consumer-driven world where companies bombard us with endless ads and promotional content. 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// Stop checking once the button is found viewPlansButton.addEventListener("click", function (event) { console.log("viewPlansButton was clicked!"); setTimeout(function () { setPortalPricing(portalIframe); attachClickListeners(portalIframe); }, 30); }); } else { console.log("viewPlansButton was not found on the page"); console.log(viewPlansButton); } const changePlansButton = portalIframe.contentDocument.querySelector('.gh-portal-btn.gh-portal-btn-list[data-test-button="change-plan"]'); if (changePlansButton) { console.log(changePlansButton); console.log("changePlansButton was found!"); clearInterval(intervalId); // Stop checking once the button is found changePlansButton.addEventListener("click", function (event) { console.log("changePlansButton was clicked!"); setTimeout(function () { setPortalPricing(portalIframe); attachClickListeners(portalIframe); }, 30); }); } else { console.log("changePlansButton was not found on the page"); console.log(changePlansButton); } if(intervalId) { clearInterval(intervalId); intervalId = null; } }); } else { console.error("Could not find #ghost-portal-root iframe, retrying..."); if (!intervalId) { intervalId = setInterval(callPortalIframe, 1000); } } } document.addEventListener("DOMContentLoaded", function() { console.log("DOM fully loaded"); let currentUrl = window.location.href; let link = document.querySelector('a[href="https://www.customermarketingalliance.com/#/portal/signup/"]'); if(link){ link.addEventListener('click', function(event) { console.log('Link was clicked!'); callPortalIframe(); }); } else { console.log('The link was not found on the page'); } if ( currentUrl === "https://www.customermarketingalliance.com/#/portal/signup/" || currentUrl === "https://www.customermarketingalliance.com/#/portal/account/plans/" ) { callPortalIframe(); console.log("You are on the signup page"); } else if ( currentUrl === "https://www.customermarketingalliance.com/#/portal" || currentUrl === "https://www.customermarketingalliance.com/account-free/#/portal" || currentUrl === "https://www.customermarketingalliance.com/pro-plus-membership-dashboard/#/portal" || currentUrl === "https://www.customermarketingalliance.com/account/#/portal" ) { callPortalIframe(); console.log("You are on the portal/viewplans page"); } else { console.log("You are not on the signup/plan page"); } // Start observing the target node for configured mutations const targetNodePortalRoot = document.getElementById("ghost-portal-root"); if (targetNodePortalRoot) { const config = { attributes: true, childList: true, subtree: true }; const poratalObserver = new MutationObserver(function() { callPortalIframe(); }); poratalObserver.observe(targetNodePortalRoot, config); } else { console.error("Could not find #ghost-portal-root element"); } }); })(); </script>  <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/built/jquery.js?v=49cb5bde65" ></script> <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/built/jquery.fitvids.js?v=49cb5bde65" ></script> <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/built/ghost-lunr.js?v=49cb5bde65" defer></script> <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/built/search.js?v=49cb5bde65" defer></script> <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/%20built/jquery.fitvids.js?v=49cb5bde65"></script> <script> // NOTE: Scroll performance is poor in Safari // - this appears to be due to the events firing much more slowly in Safari. // Dropping the scroll event and using only a raf loop results in smoother // scrolling but continuous processing even when not scrolling $(document).ready(function () { // Start fitVids var $postContent = $(".post-full-content"); $postContent.fitVids(); // End fitVids var progressBar = document.querySelector('#reading-progress'); var header = document.querySelector('.floating-header'); var title = document.querySelector('.post-full-title'); var lastScrollY = window.scrollY; var lastWindowHeight = window.innerHeight; var lastDocumentHeight = $(document).height(); var ticking = false; function onScroll() { lastScrollY = window.scrollY; requestTick(); } function onResize() { lastWindowHeight = window.innerHeight; lastDocumentHeight = $(document).height(); requestTick(); } function requestTick() { if (!ticking) { requestAnimationFrame(update); } ticking = true; } function update() { var trigger = title.getBoundingClientRect().top + window.scrollY; var triggerOffset = title.offsetHeight + 35; var progressMax = lastDocumentHeight - lastWindowHeight; // show/hide floating header if (lastScrollY >= trigger + triggerOffset) { header.classList.add('floating-active'); } else { header.classList.remove('floating-active'); } progressBar.setAttribute('max', progressMax); progressBar.setAttribute('value', lastScrollY); ticking = false; } window.addEventListener('scroll', onScroll, { passive: true }); window.addEventListener('resize', onResize, false); update(); var getHiddenUpgrade = document.querySelector('.hidden-upgrade'); if (getHiddenUpgrade && isHiddenUpgradeVisible) getHiddenUpgrade.style.display = 'block'; }); // window.inArticleAdList = [ // { // img: 'https://static.ghost.org/v3.0.0/images/publishing-options.png', // url: '/' // }, // { // img: 'https://static.ghost.org/v3.0.0/images/admin-settings.png', // url: '/' // } // ]; if (window.inArticleAdList && !window.inArticleAdListDisabled) { const getSelectPostContent = document.querySelector('.post-content'); const getSelectPostContentLength = parseInt(getSelectPostContent.children.length / 2); const getSelectPostContentItem = getSelectPostContent.children[getSelectPostContentLength]; const thisinPostAd = document.createElement('a'); thisinPostAd.classList.add('post-in-post-ad'); const getRandAdItem = inArticleAdList[Math.floor(Math.random() * inArticleAdList.length)]; thisinPostAd.style.backgroundImage = 'url(' + getRandAdItem.img + ')'; thisinPostAd.setAttribute('href', getRandAdItem.url); thisinPostAd.setAttribute('target', '_blank'); getSelectPostContentItem.parentNode.insertBefore(thisinPostAd, getSelectPostContentItem.nextSibling); } const getCertCta = document.querySelector('.get-cert-cta'); if (window.showGetCertCta && getCertCta) { getCertCta.style.display = 'block'; } </script> <script> window.intercomSettings = { app_id: "ihx5j8jg" }; </script> <script> (function(){var w=window;var ic=w.Intercom;if(typeof ic==="function"){ic('reattach_activator');ic('update',w.intercomSettings);}else{var d=document;var i=function(){i.c(arguments);};i.q=[];i.c=function(args){i.q.push(args);};w.Intercom=i;var l=function(){var s=d.createElement('script');s.type='text/javascript';s.async=true;s.src='https://widget.intercom.io/widget/ihx5j8jg';var x=d.getElementsByTagName('script')[0];x.parentNode.insertBefore(s,x);};if(w.attachEvent){w.attachEvent('onload',l);}else{w.addEventListener('load',l,false);}}})(); 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