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.