Build a Relationship of Trust with Your Customers

Today’s consumers expect brands to be authentic and transparent. They are less trusting of brand content and are used to traditional marketing techniques.

Instead of impersonal and automated emails, they want personalized, tailored and spontaneous experiences. How can you meet these expectations as a brand? By turning your customers into ambassadors and giving them a voice! Your ambassadors, or brand advocates, are the best placed to make you known, recommend your products or services and develop your brand awareness!

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Who are brand advocates or ambassadors?

An ambassador in the broadest sense is someone who loves your brand, product, values and story and recommends you to others in a natural and spontaneous way. They are the most qualified people to bring your new customers.

Ambassadors can be divided into three categories:

Customers: they’re satisfied with your brand, their buying experience and the use of your products and/or services. They recommend your company to others through word-of-mouth, and publish reviews on your site, third-party platforms, or even Google. They are willing to share their experience in videos and show how to use your products to help other consumers.

Influencers: these are official ambassadors you launch regular influencer marketing campaigns with, so that they can share your products with their community. You have a special relationship. They know your brand and products well and regularly talk about you on social media.

Employees: when you think of brand ambassadors, employees don’t necessarily leap to mind. Yet they are very well placed to recommend your brand. They know your company, products and services like the back of your hand, and can represent you. Ambassador employees are committed to promoting your brand.

6 criteria to identify your brand ambassadors
What is an ambassador’s role?

Beyond word-of-mouth as we know it, customer ambassadors create content in which they share their experiences with your brand.

This is known as UGC (User Generated Content), a fully digital, new generation form of word-of-mouth. UGC is far more authentic than traditional brand content and consumers trust it more: 68% of consumers think UGC is more compelling and authentic than brand content.*

UGC can take on different formats, such as written or video customer reviews that you can post on your website, product pages or even YouTube… If you use influencers as brand ambassadors, they can also share high-quality, creative and attractive content on their social media platforms. This content could be in the form of photos, short or long videos, reels, lives, etc.

New features are regularly added to social media networks, so there are lots of options to send spontaneous and interactive messages that engage your community.

What is UGC (User Generated Content)?

< class="lg:w-448 font-bold leading-30 lg:leading-35 font-primary mb-29 " >Répondez au besoin d'authenticité des consommateurs

Customers who become ambassadors regularly interact with your brand. They are familiar with your products and corporate culture and can deliver frequent authentic messages. They are already convinced of the quality of your products, customer experience, mission, etc., which makes their message even more powerful!

To help you develop your brand advocacy strategy, we offer 3 solutions in a turnkey SaaS platform:

Ratings & Reviews

Our Verified Reviews solution helps you collect, manage and leverage customer reviews to improve your online reputation and increase your sales. Turn your customers into ambassadors so that they can share authentic and high-quality messages in their reviews. Use a trusted third party and post certified reviews to gain consumer trust.

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Consumer Videos

Our Consumer Videos solution helps you engage your customers by giving them a voice through video. Add these videos to your product pages, social media platforms and any other communication channels to reassure consumers and boost your conversion rate. Strengthen your customer relationship with this highly engaging format!

Discover the solution
Influencer Marketing

Our Influencer Marketing solution connects you to a community of influencers on Instagram, TikTok, Pinterest and YouTube. Our platform helps you target profiles that best match your brand identity. Launch large scale influencer campaigns in just a few clicks, using a single tool, and build lasting relationships through regular collaborations to convert your influencers into true ambassadors.

Discover the solution

How to convert your customers into ambassadors

Start by listening to your customers, keeping your promises and ensuring that they are satisfied. You won’t get any recommendations if your customer experience is not up to scratch. Define your objectives: how much UGC do you want to collect, which KPIs would you like to measure? Communicate with your ambassadors, provide them with information about your brand and products, and follow-up with them to show that you value them. And of course, don’t forget to thank them.

How to get started 
Influencers can also become genuine ambassadors

Select influencers you’ve worked with for a while and who know your brand and values. Invite them to events to get to know them better and strengthen your relationship. This is also a great way to immerse them into your world. You can also send them products to test before they are released and let them create exclusive content to showcase them!

Find out more about influencer brand ambassadors

45%

Review searches have increased by 45% since 2020

Hub La Poste
81%

of users check that customer reviews are genuine

Brightlocal
90%

of marketers say that influencer marketing has a huge impact on visibility

Influencer Marketing Hub
24%

Engage your ambassador community to improve your overall score! Sales increase by approximately 24% when the overall customer review score jumps from 3 to 4 stars

McKinsey

Here are our recommendations to develop your brand advocacy strategy and convert your customers and influencers into ambassadors:

Launch regular influencer marketing and customer review campaigns (written and video)
Send them exclusive or preview products and ask them to test your new items
Foster a close relationship: let them know about product launches and collect their feedback
Invite them to events to show them behind the scenes and immerse them into your brand’s world
Place ambassador reviews at the center of your communication strategy and deploy them on your digital communication channels
Thank your ambassadors and make them feel valued with personal touches.

Find out more

Our resources

Blog articles, case studies, e-books… We have plenty of resources to help you develop your brand advocacy strategy.

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Want to find out more about our brand advocacy strategy? Check out our articles!

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