How to turn your team into brand ambassadors

 

 

There’s a lot of marketing and advertising out there, which has led to some customers becoming jaded. Businesses are biased – let’s face it, you’re going to shout about how great your products or services are – and customers don’t always know what to believe. But, there is one thing potential customers do trust – people. They trust what others have to say about a business, and they trust that they’re getting the full, honest story. This is why you need to turn your employees into a marketing resource.

Turning your team into brand ambassadors can transform how your business is perceived, both internally and externally. This doesn’t just boost your business’ reach, it also strengthens culture, boosts morale and drives growth. Below, we’ve taken a look at what brand ambassadors are and why they’re key to your success.

What Are Brand Ambassadors?

A brand ambassador is someone who represents, promotes and talks about your business in a positive, genuine way. This can take many forms; they might share stories, experiences or updates that highlight what your business has to offer. Brand ambassadors do this not because they’re asked to, but because they genuinely believe in what you do. Until recently, brand ambassadors were usually external influencers, celebrities or customers who were paid to rave about a product. But, things have moved on, and now the most credible and effective brand ambassadors are your own employees.

Employees are a big part of your brand. They’re involved in it, day in and day out, and they’re the driving force behind your success. They understand your mission, they use your products or services, and they interact with your customers. When an employee shares their authentic experience, they humanise your brand and build trust amongst customers in ways that traditional marketing fails to do.

5 Reasons to Use Your Team as a Marketing Channel

1. Authenticity Builds Trust
   Your target audience are more skeptical than they’ve ever been, and they won’t blindly believe your marketing messages. Consumers today want real, honest experiences and they want them to come from a genuine place. Employees, when they’re empowered to share their own perspectives, become a trusted marketing channel.
2. Impressive Organic Reach
   Each individual employee has their own social network; they have colleagues, friends, family, and professional contacts to share your business with. Even if only a handful of employees share business updates or insights, the information will be seen by a large number of people, many of which your other marketing strategies might not have otherwise reached.
3. Employee Engagement and Retention
   When employees feel proud enough to publicly shout about the business they work for, it’s a sign that they’re engaged in what you’re doing and proud to be associated with you. Employees who are advocates feel as though they belong within the business and it gives them a sense of professional purpose. This helps to build a company culture where people genuinely believe in what they do. Plus, engaged employees are far more likely to stay, perform better and speak positively about your business, even when they’re socialising outside work.
4. Employer Branding and Talent Attraction
   Your employees’ voices play a big part in how potential hires perceive your business. Candidates trust what current employees have to say, more than they trust what you have to say as an employer. When your team proudly represents your brand online, you’re more likely to attract high quality talent and candidates who fit your company culture.
5. A Competitive Advantage
   Businesses with employees that sit back, remain silent or appear disengaged are at risk of being left behind. In industries where reputation, authenticity and visibility matter, a lack of employee advocacy can make your brand seem distant, uninspired or as though you’re hiding something. But, if your business has active brand ambassadors, you’ll appear more connected and trustworthy, which gives you a clear competitive edge.

Start Turning Your Employees Into Brand Ambassadors

Turning your employees into brand ambassadors doesn’t happen overnight. But, with the right culture, tools and leadership, it can become one of your most powerful marketing strategies.

Build a Culture Worth Advocating For

If you want your team to advocate for your business, you need to build a company culture that’s worth advocating for. You can’t expect employees to speak positively about your brand if they don’t enjoy being part of it. Focus on creating a strong company culture that’s built on transparency, respect and purpose. Celebrate achievements, communicate openly and make sure everyone understands how their role contributes to the bigger picture.

Communicate Your Brand Story Clearly

Employees can’t represent your business if they don’t understand the message they’re supposed to be sharing. Make sure your team knows your brand’s story – including your mission, values and tone of voice – and what makes you unique. There are various ways to communicate this information, including via internal workshops or by sharing internal guides that break down your brand identity in simple terms.

Make Brand Advocacy Simple

Your employees are busy. They don’t always have a lot of time to dedicate to being brand ambassadors. You can make it easier for them by providing them with ready-made content they can share online, such as blog posts, behind the scenes photos and business news. This helps to make advocacy quick and easy, rather than making it yet another task on their to-do list.

Reward Brand Ambassadors

Being a brand ambassador isn’t mandatory, so recognise and reward employees who go out of their way to advocate for your business. Celebrate employees who consistently advocate for your brand. For example, you could feature them in internal newsletters, give them a shout out in a meeting or give them a small reward. When advocacy is recognised and appreciated, it encourages others to get involved.

 

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