Long-term collaboration with influencers is a very interesting way to refresh your marketing communication. In addition, you can turn individual collaborations into ambassador programs in the long term and get very effective authentic advertising. What is the difference between a classic influencer and an ambassador? And what benefits can you get from ambassador programs? That’s what we’ll look at in today’s article.
Article content:
- Long-term collaboration with influencers is effective
- Influencer and ambassador.
- Types of ambassador programmes
- Advantages and disadvantages of ambassadorship
Long-term collaboration with influencers is effective
It’s not just the return on investment that seems to be the most logical reason why long-term collaboration with influencers pays off. It’s because it’s online advertising that doesn’t have blocking software and reaches almost 4 million Instagram users in the Czech Republic. (1) Moreover, it is much more pleasant and original than traditional banner ads. It will also help your SEO on social media and spread awareness of your brand. However, the effectiveness of the cooperation depends on the quality of the complete campaign setup. We at Influencom can help you with that.
Influencer and ambassador. How do they differ?
It’s important to know the difference between an influencer and an ambassador. While both fall under influencer marketing, you can expect different types of content from them.
Influencer
- Usually has little or no relationship to your product
- Usually looking for short-term collaborations for barter or financial reward
Ambassador
- Has a relationship with your product, uses it repeatedly, or is interested in it
- It chooses its collaborations with brands based mostly on reviews or various ratings
You can easily turn influencers into your ambassadors by using ambassador programmes to get them involved in your marketing strategy.
Source: envato.elements
Types of ambassador programmes
You can engage your ambassadors in many different ways through many different types of ambassador programmes. These are quite different from a traditional influencer marketing strategy. Below is an overview of the most common and interesting ones.
Affiliate programs
Affiliate ambassadors promote products and services on their own platforms (social networks or blogs) and use so-called affiliate URL links. Use them to track your conversions and sales. In return, the ambassador receives a pre-agreed commission for each sale made.
Ambassadors among employees
Ambassadors don’t have to be just influencers, but also your employees. They are the ones who understand the product features and brand values the most. How to do it? Develop a special marketing strategy for your employees, setting out the rules for their communication. But don’t forget to give them some freedom. Influencer marketing is based on authenticity – that sells on social media.
Informal open programmes
This programme is based on the fact that anyone who likes your brand can become your ambassador. This relationship is not backed by any contract and does not come with big rewards. However, you can offer discounts or free products to very hard-working ambassadors.
Ambassadors among customers
It is best to involve your most loyal customers in these programs. They are undoubtedly connected to your product or service. If they are interested, invite them to a short training session on promoting your brand to ensure that the posts are in line with your goals.
Student Ambassadors
In targeting the young, this program is really great. Your product doesn’t even have to be specifically for young people, but you are reaching your future customers. A very good example is Red Bull, which has been using this ambassador programme for several years.
Advantages and disadvantages of ambassadorship
As we said at the beginning, influencer ambassadors can be an authentic advertising and promotion opportunity for you. That’s a big advantage. However, here too you will encounter a number of disadvantages.
Benefits
- The contributions from the ambassador are very authentic. Followers regularly see that they themselves are using your product
- The ambassador knows your brand and will have more ideas for posts and new content creation
- Long-term marketing campaigns are much easier to create with ambassadors than with influencers
Disadvantages
- Finding the right ambassador for your brand can be time consuming
- You need to have a relationship with the ambassador and make them feel part of your team
- Your marketing team will need to monitor the campaign to ensure the ambassador’s content is aligned with your goals
In today’s article, we’ve looked at why it pays to have your own ambassador and what programmes you can get them involved in. At Influencom, we focus on influencer marketing and can match you with the right ambassadors from our extensive influencer database. Get in touch and we’ll be happy to help you with the marketing communications of the future.
