So, you planned your ambassador marketing strategy. You know exactly what type of activities you want to host, you created your plan of action, and you are ready to launch your ambassador program.
The only thing missing are the ambassadors that will make your program a powerful force to be reckoned with. So, it's time to start recruiting high-quality ambassadors that will help perpetuate the type of growth you want to achieve with your brand ambassador program.
Ambassador marketing is one of the most effective ways to reach a new audiences, find new customers, increase revenue and reward your most loyal customers for helping you reach your growth goals.
While recruiting might seem challenging, with the help of a few smart strategies, soon enough you will find that your inbox is flooded with awesome ambassadors that love your products and are ready to work alongside your brand.
Modern-day DTC brands are tapping into new audiences and expanding their revenue, all with the help of brand ambassadors. However, one thing stands between a good ambassador program and a great ambassador program, and that is a solid recruitment strategy.
So today, let’s talk ambassador recruitment. We want to give you some insider information to help you find the best ambassadors for your program.
Here are our top 8 recruitment strategies to help you establish the best team for your brand ambassador program!
1. Create a Killer Recruitment Landing Page
While this seems like a rudimentary first step, it is one of the most important steps you will take when starting the recruiting process.
But, it's important to note that not all landing pages are created equal. There are definitely some pages out there that aren't helping brands recruit a great crew of ambassadors.
There are some best practices you should be following when you publish the recruitment page for your brand ambassador program.
Each landing page needs to have four essential components. Include these, and this landing page will be a recruitment magnet.
Be sure to check out the four crucial elements that every ambassador recruitment page needs.
Element One - Description of the Benefits of the Program
Check out the benefits that Vitae Apparel's recruiting page lists. Laying it all out on a recruitment landing page is a great way to attract potential brand ambassadors. You want to entice them with your offer.
Element Two - A Section Detailing How the Ambassador Program Works
The Love Wellness landing page discusses how the brand ambassador program works and demonstrates its simplicity in three simple steps. Creating a straightforward landing page is one of the most effective ways to recruit ambassadors.
Element Three - A Description of Your Brand
The Infinite Age team wrote about the journey of starting their brand and what they stand for. When potential ambassadors stumble upon their page, they will resonate with the brand and get excited to sign up!
Element Four - Include Several CTAs on Your Landing Page
Having at least three call-to-actions on your recruitment page will encourage visitors to take the leap and sign up to work with you brand.
2. Publish a Brand Ambassador Recruitment Video
Video is such a powerful tool. What written word can't say, video can!
Plus, a recruitment video is super easy to get circulating on various social media platforms, which will only help your recruiting efforts.
Your brand's recruitment video should answer the big questions potential ambassadors have about your program. This video needs to lay out the groundwork for your ambassador program while generating tons of buzz.
When creating your brand's recruiting video, the overarching purpose should be to make a video that's so compelling that, once it's over, anyone watching it will be excited to take the next step and sign up for the program.
Here's our general outline for creating a recruiting video so good, your trusted fans won't be able to wait to become an ambassador:
- Introduce the program
- Talk about points and rewards
- Create excitement with your offer
- Explain the types of activities they will do
- Include how ambassadors will become part of a fun community
Place this video on your landing page and watch the applicants start to roll right in. As you’re making your video and landing page, aim to make the path to apply to your program as streamlined as possible so that it's easy to recruit ambassadors to your program.
3. Consistently Promote Your Ambassador Program on Social Media
Likely, your fans are already following you on social media, so creating recruitment content and getting it circulating on your social media channels is a great way to announce that you are searching for brand ambassadors.
This is an excellent strategy for reaching out to your already passionate fan base and a critical step in finding the best brand ambassadors for your program.
Post often and on various platforms, such as Instagram, Facebook, LinkedIn, and TikTok.
Don't forget to post on your story for maximum visibility. In addition, creating recruitment content for your social media channels is a great way to recruit people to your program that are already familiar with your brand and love your products.
4. Send Email Blasts to Your CRM (It's Full of Potential Ambassadors!)
Email is another powerful recruitment tool that you can leverage to scale your program. Your CRM and email list are full of potential ambassadors. You can sending recruitment emails directly to the source - your happy customers that already love your product!
Send a variety of emails, don't just stop at one. Send emails that:
- Announce your ambassador program
- Describe the benefits
- Talk about the perks
- Dive into the community-building aspect of the program
- Discuss career advancement
Plus, any other benefits you can think of that will get your current customers excited to apply to be an ambassador.
Make sure your signup form is linked in the email, and SELL IT! You will get tons of qualified ambassadors as soon as you hit 'send.'
5. Have a Strong Vetting Process When Recruiting Brand Ambassadors
Finding committed ambassadors is an essential step in the recruiting process.
Ambassadors will have various activities and responsibilities to complete, so you want to find committed people who won't lose momentum after the first few weeks.
While it is important to remember that this probably isn't their full-time job, you still want to find ambassadors that will represent your brand and be your biggest cheerleader. Ambassadors are there to help you grow, but they can gain a lot of experience as well.
If you are looking for micro-influencers, make sure you ask that on the application form. Don't be afraid to add a field asking about their history with your product and WHY they want to work alongside you.
An ambassador program is only successful if the people working for the brand are committed to the program.
So include a vetting process to find the best ambassadors for your program.
6. Reach Out to Micro-Influencers on Social Media
Micro-influencers, anyone with between 1,000 and 10,000 followers on social media, are really powerful contenders to add to your roster of brand ambassadors.
Micro-influencers can really dial in and focus on a specific niche, which can be a powerful position for your brand to leverage.
An excellent recruiting strategy is to do a deep dive on Instagram, TikTok, and any other social media platform to identify micro-influencers in your niche and reach out to them.
Start sifting through UGC created for your brand on social media and shoot the creator a quick DM.
This will be a mutually beneficial relationship. The micro-influencer will get to partner with you, earn more passive income, grow their following, and develop a long-term and successful partnership. In addition, you will get to hyper-focus your product in your niche with a whole new pool of potential customers that might be new to your product.
7. Announce Your Ambassador Program on Various Non-Social Media Platforms
Social media is an excellent tool for recruiting, but it shouldn't be the only platform you try recruiting on.
If your brand is a thought leader and consistently posts your content on various non-social media websites, then create a post announcing you are looking for ambassadors.
Take crypto projects as an example. Many crypto projects connect directly with their community on Medium, so they will utilize the platform to announce their ambassador program and start recruiting directly from Medium.
Many crypto projects will create a post describing the program and discuss why their community members should join the program.If your brand frequently creates content, such as articles or blog posts on third-party websites, write a recruitment article describing your brand ambassador program and post it.
8. Get Your Ambassadors to Refer a Friend
Once high-quality ambassadors start trickling in, you can begin to tap into their inner circle by having your current ambassadors refer a friend.
If your ambassadors are passionate about skincare, they likely have friends who are equally passionate about skincare.
So, why not have your ambassadors refer a friend that would be excited to work with your brand and become part of a thriving and like-minded community.
It's truly a win-win. What two friends wouldn't want the chance to work together and earn points, rewards, and cash simultaneously? All while, you will be able to tap into a new group of potential ambassadors that you might not have been able to reach before.
By using this recruitment strategy, you could essentially DOUBLE your roster and find great new ambassadors ready to help your brand grow to new heights. Enlisting the help of your brand ambassadors to scale your program is an incredibly sound ambassador recruitment strategy.
Are You Ready to Start Recruiting Brand Ambassadors?
Recruiting excited and engaged ambassadors is one of your brand's biggest steps before launching your ambassador program. While recruiting might take some time, if you are diligent and follow these eight strategies, you will soon have tons of committed ambassadors ready to help your brand grow.
If you want an all-encompassing brand ambassador software, then check out CrewFire's epic demo video to see how you can drive more referrals, word-of-mouth, and user-generated content for your eCommerce store.
Get in touch w/ Rony (CEO - CrewFire)