Turning Customers into Brand Ambassadors
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Turning Customers into Brand Ambassadors

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Brand Ambassadors are customers who have taken it to the next level. They advocate for your brand among their networks, referring new, high-quality customers to you. But how does the transition......

Brand Ambassadors are customers who have taken it to the next level. They advocate for your brand among their networks, referring new, high-quality customers to you. But how does the transition from customers to brand ambassadors happen?

In “Turning Customers into Brand Ambassadors,” you’ll get a comprehensive description of what it takes to start and maintain a successful referral program. You shouldn’t be intimidated by referral programs—become an expert and start seeing your customers become brand ambassadors today.

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  • 1. An Ambassador eBookTurning Customers into Brand Ambassadors
  • 2. Turning Customers intoBrand Ambassadors ContentsIntroduction...................................................................................... 3Chapter 1: The Basics................................................................. ...6Chapter 2: How to Incentivize Your Brand Ambassadors.....9Chapter 3: Track Your Brand Ambassadors........................ ...13Chapter 4: Learn from Your Brand Ambassadors.............. ...15Conclusion.................................................................................... ..18 Page 2
  • 3. Turning Customers into IntroductionBrand AmbassadorsIntroductionBefore the internet, it was an established fact that referralswere one of the best ways to expand a business. Insteadof trying to convince strangers to buy its product, abusiness could incentivize its customers to send theirfriends.These new, referred customers would be loyal and prof-itable. They came without huge marketing costs and didnot need as much hands-on sales work, since they trustedtheir friend’s recommendation. Once they werecustomers, they quickly adopted more and more products Page 3
  • 4. Turning Customers into IntroductionBrand Ambassadorsbecause they already trusted the business.The basic principles of referrals have not changed with theadvent of the internet. People still trust their friend’srecommendations and referred customers remain amongthe highest-quality for a business. What did change was thesize of a customer’s network and the ability to effectivelyand unobtrusively reward a customer for referral behavior.But how does a business in the internet age take advantageof the benefits of referrals? In this eBook, you’ll come tounderstand the techniques that you need to turn yourcustomers into brand ambassadors – individuals dedicatedto referring your business to their networks. Page 4
  • 5. Turning Customers into IntroductionBrand Ambassadors Customer: An individual or corporation that buys goods or services from a business Referred Customer: A customer who began his/her relationship with a business as a result of a referral from a trusted source. Brand Ambassador: A customer who advocates positively for a brand or product inside or outside of their personal networks. Page 5
  • 6. Turning Customers into Chapter 1: The BasicsBrand AmbassadorsChapter 1: The BasicsBefore strategy, there are some fundamentals that may beobvious but are the prerequisites to any successfultransition to a brand ambassador-focused referral strategy.PRODUCTA Quality Product: Referral programs that use brand ambassadors cannothelp your business if your customers are not excited aboutyour product. While the results of referrals are dramatic,they can only be applied to businesses that have a productthat customers not only like, but are also willing to vouchfor among their friends. Page 6
  • 7. Turning Customers into Chapter 1: The BasicsBrand AmbassadorsA Shareable Product: If your business’s product is something that yourcustomers do not want other people knowing that theyuse, a referral program will not be effective. To share theiropinion of your product, your customers should feelcomfortable with their friends knowing they use theproduct.CUSTOMERSCustomers that Exist: Referral programs work if there are customers to turninto brand ambassadors. Without existing customers, youwill not see any benefit. If your problem is that yourbusiness lacks customers, putting resources into referral Page 7
  • 8. Turning Customers into Chapter 1: The BasicsBrand Ambassadorsreward programs may not help.Tech-literate Customers: To make use of the power of referral programs, youneed to know that your customers are able and willing toleverage their online networks to advocate for your brand.If not, then you will be investing in technology to track and Page 8
  • 9. Turning Customers into Chapter 2: Incentivize YourBrand Ambassadors Brand AmbassadorsChapter 2: Incentivize Your BrandAmbassadorsEven if your customers are fans of your product, they maynot want to tell their friends about it without anincentive. That’s where referral programs come in—theydefine the incentives and rewards for customers who refertheir friends to your business. Page 9
  • 10. Turning Customers into Chapter 2: Incentivize YourBrand Ambassadors Brand AmbassadorsTWO STRUCTURES  When it comes to incentives, there are two primarytypes: single- and dual-incentive. While a single-incentivestructure only gives a reward to the original referrer if theirfriend becomes a customer, a dual-incentive structure givesa reward both to the referrer for bringing in a newcustomer and the referred for becoming a customer. Each of these two systems has a particular strength thatyou should consider when choosing between them.Single-Incentive:Single-incentive systems are cheaper. Because yourbusiness is only responsible for rewarding one part of thetransaction, you keep the expenses limited to only thoseexisting customers who are doing the referring. Page 10
  • 11. Turning Customers into Chapter 2: Incentivize YourBrand Ambassadors Brand AmbassadorsDual-Incentive:Dual-incentive systems are more compelling. Since bothsides of the transaction benefit from the referral, theprocess is much more friendly. The referrer avoids feelinglike they are taking advantage of their friendship, since thereferred customer will be getting a “special deal” forbecoming a customer. The result is a referral program that,while more expensive, has much more incentivizing powerto generate brand ambassadors. Page 11
  • 12. Turning Customers into Chapter 2: Incentivize YourBrand Ambassadors Brand AmbassadorsESTABLISHING INCENTIVES  After deciding the structure you want to pursue foryour program to turn customers into brand ambassadors,you will need to decide on how much you want to pay forthose referral rewards. The balance here will be the sameas most marketing decisions: how do you make sure thatyou don’t spend more money getting the customer to youthan the customer will produce in revenue?  The difference comes in calculation. Instead ofcalculating simply how much financial incentive thecustomer needs to come to you, you also must considerwhat financial incentive a customer needs to promote yourproduct to their friends and what they think of as a “gooddeal” to be offering their network. What does it What does it take to What does it take to take to get a convince your cus- incentivize the po- customer to tomer that they’re giv- tential customer to promote your ing a good exclusive act on their friend’s product? deal to their network? recommendation?Determining primary Determining secondary incentive incentive Page 12
  • 13. Turning Customers into Chapter 3: Track YourBrand Ambassadors Brand AmbassadorsChapter 3: Track Your BrandAmbassadorsNow that you’ve incentivized your customers to promoteyour brand, you’ve started the transition from customers tobrand ambassadors. However, in order to ensure that theincentives are effectively motivating your customers, theyneed to receive the rewards you promise. This is wheretracking your brand ambassadors comes in.To accurately track your brand ambassadors and ensurethat you are effectively rewarding them for their promotion,you’ll need a referral software of some sort.  Page 13
  • 14. Turning Customers into Chapter 3: Track YourBrand Ambassadors Brand AmbassadorsA quality SaaS referral software platform will provide twocritical features:First, it will be able to attribute new customer activity tothe proper referrer. If you’re getting new customers from abrand ambassador, you need a way to see that connectionto allocate rewards. Without out this primary feature, youare vulnerable to alienating brand ambassadors and havinglittle understanding about the success of your referralprogram.Second, it will be able to fulfill the promised rewards easily,so that your time is spent finding new customers, notpaying current ones. If you have to spend valuable timedealing with the details of financial transactions to yourbrand ambassadors, your referral campaign becomes adrain on your marketing resources. If your referral platformis not managing the financial transactions in some way, itwill sabotage your referral efforts.  Page 14
  • 15. Turning Customers into Chapter 4: Learn from YourBrand Ambassadors Brand AmbassadorsChapter 4: Learn from Your BrandAmbassadorsYou want to do more than just ensure that you’re keepingyour promises to your brand ambassadors; you want toimprove based on your brand ambassador’s activity. Useyour referral platform to get some key data points that willhelp you improve your product and business: Page 15
  • 16. Turning Customers into Chapter 4: Learn from YourBrand Ambassadors Brand AmbassadorsWhat do your brand ambassadors point toas strengths of your product when sharingwith their friends? What social media channels do your brandambassadors use to talk about yourproduct? Can this help you with your othermarketing strategies?Who do your brand ambassadors target astheir audience for their sharing? Does itdiffer from who you target in othermarketing channels?What is the typical profile of anenergetic brand ambassador? What doesthat say about your product’s demographicconnection? Page 16
  • 17. Turning Customers into Chapter 4: Learn from YourBrand Ambassadors Brand Ambassadors By asking these questions and others, you canleverage a brand ambassador program to expand yourother marketing strategies and compound the furthersuccess of your referral program. As it improves, you’ll seeeven more of your customers make the transition frommere consumer to brand ambassador and advocate foryour products.  Having a referral program and brand ambassadorsshould be a feedback loop: as you observe more brandambassadors, that should affect the way you attractcustomers, turn them into brand ambassadors, and thenlearn even more from them. In that sense, the process ofturning customers into brand ambassadors never ends.You should always be improving and changing your referral Convert cus- tomers to brand ambassadors Get more Observe brand customers ambassador behavior Apply lessons to Analyze marketing strategy behavior and learn from it Page 17
  • 18. Turning Customers into ConclusionBrand AmbassadorsConclusionThe transition from customers tobrand ambassadors is a huge step inyour marketing strategy. Once youhave successfully started a referralprogram, you have started a cycle thatnot only brings new, high-qualitycustomers to you, but you have anextremely valuable source ofinformation to compound the success.Now that you know the fundamentalsof turning your customers into brandambassadors, it’s time to startdeveloping your referral program.  Page 18
  • 19. Turning Customers into ConclusionBrand AmbassadorsAmbassador enables any company to easily track, man-age & reward their advocates for referring customers anddriving conversions. Receive actionable channel-specificmetrics; including shares, clicks, conversions, revenue andclicks per share. Ambassador can be fully integrated intoyour website, maintaining your look & feel while providinga frictionless experience for your advocates. Page 19