The Value Of Brand Ambassadors Vs. “One And Done” Customers

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By Courtney Moser

 

“True influence drives action, not just awareness.”

This quote from marketer Jay Baer illustrates a major difference between long-term brand ambassadors or advocates and one-time customers. Are you driving action or just awareness? What about your influencers? The key lies in your brand objectives and campaign strategy. Determining your intentions for an influencer marketing campaign will set the stage for everything that follows.

If you’re focused on pushing a specific product through a short-term campaign, for example, you’re likely to end up increasing awareness with one-time customers. But if you enter into a campaign with the idea that you’re building a relationship with influencers and connecting with future customers, you’re more likely to gain brand ambassadors and see long-term results down the road.

In fact, a recent study found that building brand ambassadors is the most effective influencer marketing strategy. Why? It takes us back to the basics of influencer marketing: the reason that its thriving over more traditional ads and methods. Effective influencers have an ongoing relationship with brands they admire and purchase from personally – increasing authenticity and trust with consumers (and ideally, future brand ambassadors!).

Influencer marketing isn’t just about selling products or services right now, it’s about increasing brand awareness, brand affinity and intent to purchase in the future. And this is done by way of meaningful connections with influencers and consumers (with mutually beneficial value) through quality content and genuine engagement.

“At its core, influencer marketing is the latest iteration of word-of-mouth marketing. You like something, you tell two people, they tell two people and so on,” said Find Your Influence founder Jamie Reardon.

The best influencers drive action – they spur their readers and followers to do something, rather than just listen. These actions vary, from following the brand online to clicking to their website to making a purchase to recommending the brand to more people. That wealth of possibilities illustrates the power of influencer marketing: Ultimately, the influencers you work with will become brand advocates or ambassadors, and inspire consumers to become them as well.

How can you help your influencers drive action? It goes back to your brand objectives and campaign strategy – make sure you’re giving them value and content worth sharing. And of course, choose the right influencers to represent your brand. Partnering with influencers you admire and trust – who bring something fresh to your brand – will make a long-term relationship easier.

“Businesses turn influencers into ‘brand advocates’ by providing them with personalized experiences that motivate them to share positive brand impressions with others,” as said in this MediaPost article.

By now, it should be clear why we recommend working with influencers who can deliver long-term results and inspire consumers to become brand advocates – instead of just “one and done” customers. After all, who doesn’t want long-lasting success?

If you have more questions about influencer marketing campaigns and strategy, don’t hesitate to reach out to the Find Your Influence team here.

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