Step 7: Plan an engaging launch campaign to attract potential ambassadors
Before going live, plan a launch campaign with tasks to complete to keep new ambassadors engaged from day one. Some tasks to tackle first could include following your brand’s social media accounts or sharing a post about your brand.
A freebie campaign is another amazing option – it gets your products into ambassadors’ hands and encourages them to share authentic content. Having tasks ready to go will keep new ambassadors active and invested from the very beginning.
Step 8: Recruit from your community through strategic campaigns on your channels
Now it’s time to open your ambassador program to the world! Recruitment campaigns are all about reaching out to your existing community and inviting them to join your program. You can spread the word through social media, email newsletters and website pop-ups to ensure your message reaches as many potential ambassadors as possible.
When promoting your program, be super clear about the type of ambassadors you’re looking for, what’s expected of them, and (the best part!) the rewards they’ll earn for their efforts. This helps attract the right candidates and sets expectations from the start.
As applications roll in, your Community Manager will review them based on the personas and vibe you’ve established, accepting those who are the best fit. This selection process ensures that your ambassadors are aligned with your brand’s values, actually love your products/services and are genuinely excited to represent your brand.
Step 9: Measure your program’s performance and pivot where needed
An ambassador program is not a static thing, especially in the beginning stages. It’s essential to analyse the results that start rolling in to see what’s working and what’s not gaining traction. This involves analysing key metrics such as engagement and conversion rates.
Pay close attention to the data from each campaign and every task. Are the campaigns attracting aligned ambassadors? Are certain tasks generating more engagement than others?
Are some ambassadors more active or influential within their networks? Is your brand message resonating with the creators’ audiences? Identifying patterns can help you understand what resonates with both your ambassadors and their audiences.
Make adjustments based on your results. This could mean tweaking your reward structure, refining your tasks, or even shifting your focus to different types of ambassadors. By staying flexible and open to change, your program stays dynamic and relevant.