Beauty Barrage - December 13, 2018

Have you ever made a purchase, or tried a service, because someone you know (and trusted) recommended it? Have you considered a new product or service after an influencer shared about it on Instagram or YouTube?

Referrals and recommendations happen around us all the time – whether someone is telling you to try a new restaurant, or a friend is sharing where she purchased the perfume she’s wearing, word-of-mouth recommendations play a huge role in daily purchasing decisions. More often than not, purchases are made because of a referral or recommendation – especially if that endorsement comes from someone we trust.

When you don’t act on a referral, why not? Is it because the message didn’t appeal to you or was there a lack of trust in the person giving that recommendation? Did it seem phony and not very authentic? Was the message too generic?

These are important questions every business should ask themselves when choosing influencers or brand ambassadors to represent a brand. The old saying ‘first impressions are everything’ is even more important for brands – with competition and short attention spans, you only have a few moments to build trust and authenticity with consumers. Brand ambassadors and influencers are great marketing tools for expanding reach and awareness for your products – but there’s more to it than just selecting a few individuals and providing them with training!

Tips for Interviewing Brand Ambassadors

Brand ambassadors are on the front lines with your customers – they are engaging them, answering questions, representing your brand and trying to build relationships with consumers, which is why choosing the right person is essential for success. The right brand ambassador will positively impact your brand now and years to come!

So, how do you go about selecting the ideal brand ambassador? Consider these seven tips when starting the interviewing process:

  • Do they understand marketing? They don’t need to be masters of marketing, but they should understand basic concepts – especially as it’s related to social media, digital marketing, and influencer marketing.
  • Do they have a large following? While the overall idea of being a brand ambassador is to reach a large audience across various platforms, don’t feel like you should only consider those with thousands of followers on Instagram or YouTube. Vanity numbers can easily be bought – instead, pay more attention to their engagement rate to determine if it’s authentic and beneficial to your brand. Is their audience your target market? Even better for you.
  • Are they natural leaders? Consumers want recommendations from people they trust, but they also want recommendations to come from a place of knowledge and experience. Brand ambassadors should be positive and exude natural confidence – the type of personality traits that are sure to engage potential customers and make them feel comfortable.
  • Do they radiate professionalism? Even though brand ambassadors aren’t technically employees for the business, they are effectively the face of the brand. For that reason, ambassadors you select should be professional and encouraging. First and foremost, they need to attract customers to your brand in a warm and welcoming manner!
  • Do they value relationships? One of the core aspects of being a brand ambassador is developing relationships – with the brand team, loyal customers and all the potential consumers they meet. For any business, relationships are key. Ambassadors should value creating and building relationships on behalf of the brand in addition to having a deep understanding of all products and services.
  • Can they offer feedback? As a brand, feedback from your customers is a great way to gauge their wants and needs or make important changes as you go! As the middleman between consumers and your business, brand ambassadors are key individuals to gathering feedback (both positive and negative) to provide you insight on how things are going in-store or with social media platforms.
  • What experience do they have as ambassadors? When choosing a brand ambassador, past work history offers great insight to skills these individuals bring to the table. That’s not to say only those with experience will be good brand ambassadors – individuals who have marketing-related or customer service experience are also powerfully effective in these roles!

The bottom line when interviewing a brand ambassador is you want to choose individuals who fit in with your marketing message and engage well with your target demographic. Brand ambassadors are often the first interaction between your business and new (or even loyal!) customers, so you have to make that relationship count.