Are You Working With Brand Ambassadors This Way?
26th July 2016 Will Humphries
Brand ambassadors are experts in speaking for and on behalf of your company. Most people associate brand ambassadors with B2C companies – such as Leonardo DiCaprio and watch brand TAG Heuer.
B2B companies are quickly realising that there are a number of ways they can use brand ambassadors to their advantage. (No, I’m not suggesting that you contact Mr. DiCaprio.)
There are simpler ways to do this depending upon what you want to achieve, your timelines, the size of your team, the size of your company, your budget, and your target market.
Types of Brand Ambassadors
Some organisations are choosing to turn to their employees as near-perfect brand ambassadors, however putting a successful employee advocacy program into practice quickly is not as simple as it sounds and takes time.
Others are using social media & blogging brand ambassadors to create awareness about their products and services, and to drive traffic to their website – which can help with their SEO if the referring domain has a high ranking domain authority.
As always, customers are still one of the best ambassadors you can have as they have tried & tested your product and services.
The processes of creating great solutions and getting them to market effectively are quite different.
Some companies create high-quality solutions but maintain minimal marketing and sales teams.
You understand what brand ambassadors can do for your business. But if it’s not going to be Leonardo or your employees, who can you turn to?
What if I told you to think of brand ambassadors in a slightly different way?
Think of brand ambassadors as business partners who can help with promoting your services & solutions to a wider target audience that has a genuine interest in the solutions your company can provide.
In many cases, improved quality and cost-efficiency are advantages of relying on a partner for support.
Finding Market Matches
The days of peddling products, even great ones, by simply making them and shouting from the rooftops are long gone.
There is too much competition and buyers are too selective. Even great products can fail in the marketplace without the development of a compelling value proposition for the buyer.
You need to precisely identify the traits and behaviours of target buyers that align with the benefits of your solutions.
The people and resources required for effective target market development are limited within the walls of some companies.
An inside sales support specialist can help you identify the right types of markets for each of your solutions.
Preparing Value-Oriented Messages
After you define your target market, take the time to prepare a value-oriented message that speaks to the sought-after benefits or resolution to a problem.
By matching your solutions to the target, a brand ambassador helps you prepare impactful messages that attract attention from would-be buyers.
The message strategy should fit the precise needs of each buyer segment. Therefore, you might look at two or three different approaches to selling value based on the distinct needs of your target markets.
A genuine brand ambassador takes the time to research your solutions and customer needs to formulate effective message strategies.
Making the Call
With strategies in place, the heart of being a brand ambassador is making the call to represent the brand to buyers. Internal Results specialises in appointment setting or getting you meetings with your highly targeted prospects.
With strong expertise in presenting your value to buyers on initial calls, we land appointments with greater effectiveness than many companies can on their own.
Your team can focus on taking over with the presentation process after the buyer is initially hooked. Plus, you don’t have to pay for wasted calls; you only pay for appointments.
Expert appointment setting is a balance of time spent researching and preparing, and then executing an effective call.
Brand ambassadors are not just well-known personalities, employees or customers. A brand ambassador has the experience and desire to represent your interests in the marketplace.
Ambassadors take the time to learn your products with as much detail as your own team. Then, message strategies are matched with targeted prospects, and the meetings with the interested parties are made.
Whether you are a startup looking to spread the word about your brand, or an established company looking to target new markets or launch new products, a brand ambassador program may be just what you need.