How do you build a team of B2B brand ambassadors?

1 Identify your potential ambassadors

The first step is to find out who are your most satisfied and engaged customers, partners, employees, and advocates. You can use various tools and methods to measure their satisfaction, engagement, loyalty, and advocacy, such as surveys, reviews, testimonials, referrals, social media mentions, and feedback. Look for the ones who have a strong affinity with your brand values, vision, and mission, and who have a large and relevant network of contacts in your target market. These are the people who can become your potential ambassadors.

2 Reach out and recruit them

The next step is to reach out and recruit your potential ambassadors. You can do this by sending them personalized emails, messages, or calls, and inviting them to join your brand ambassador program. Explain the benefits and expectations of being a brand ambassador, such as receiving exclusive offers, rewards, recognition, training, and support. Make sure you communicate clearly and authentically, and show your appreciation and respect for their time and contribution. You can also create a landing page or a form where they can sign up for your program.

3 Provide them with the right tools and resources

Once you have recruited your ambassadors, you need to equip them with the right tools and resources to help them promote your brand. This should include a brand ambassador kit with your brand guidelines, messaging, logo, images, videos, and other assets. Additionally, you should provide a brand ambassador portal or platform for them to access your news, updates, offers, events, and campaigns. Furthermore, a brand ambassador training program should be created to teach ambassadors how to use products or services, communicate the value proposition and differentiate from competitors, handle objections and questions, and measure and report results. Finally, a support system should be in place to provide ambassadors with feedback, coaching, guidance, and assistance from your team.

4 Reward and recognize them

The last step is to reward and recognize your ambassadors for their efforts and achievements. You can do this by offering them incentives, such as discounts, freebies, vouchers, gift cards, or commissions, based on their performance and goals. You can also recognize them by featuring them on your website, social media, newsletter, or blog, by giving them shout-outs, testimonials, or referrals, by inviting them to exclusive events or webinars, or by sending them personalized thank-you notes or cards. By rewarding and recognizing your ambassadors, you can increase their motivation, loyalty, and advocacy.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?