So you've installed ConvertOut and are ready to start using ambassador marketing to grow your sales - but where do you find your first brand ambassadors?
I'll cover a couple of ways to find your first ambassadors to get your program off the ground.
Your Existing Customers
Your happiest customers make the best ambassadors.
This is because they’ve already bought your product or service and love it.
You may be surprised that some of these customers are already recommending you to their friends and family. Asking them to become ambassadors will be an easy sell – now they get to make money for promoting you!
If you don’t already know who your happiest customers are, you can check your Shopify admin panel.
Go to Customers section in your Shopify admin. On the right-hand side, you can Sort by Amount spent (high to low).
This will list your customers from the highest amount spent to the least. The customers who spend a lot of money on your store are likely good ambassador candidates.
Send them an email with a link to your ambassador portal.
Your customer support communications are also a great place to search for satisfied customers. Look for instances where customers have expressed high levels of happiness or had positive interactions with your support team.
Email Newsletter List
Your email newsletter is a great place to announce the launch of your ambassador program.
It’s also quick to do and Shopify even has a built-in app with branded templates. To send an email campaign, go to Marketing > Campaigns in Shopify. Then click Create Campaign.
Here you’ll have a list of options, select Shopify Email. Choose your template and modify the email to your liking. Remember to attach your ambassador portal link 🙂
Social media is another great option if you have a following. Instagram swipe-ups stories are a great place to get ambassador sign-ups. YouTube, Facebook, Pinterest, WeChat, TikTok, Twitter, or anything else your company uses are great places to gain more ambassadors.
Another option that’s less obvious is to look at your mentions or hashtags related to your brand. On Instagram, there is a tab to check your mentions and you can also search for your hashtag. Most social media platforms have something similar.
The users that tag or hashtag your brand could already be promoting your brand! These users are perfect ambassador candidates. I recommend reaching out to them with a direct message.
Cold outreach or cold emailing is the oldest way to gain sales. It’s been used since the beginning of time, and it’s only changed a little bit.
Currently, direct messages have become the preferred method for cold outreach instead of phone calls. As the saying goes, "it goes down in the DM."
To find influencers that could be good ambassadors, search for a relevant keyword or hashtag. A list of posts will come up and then you can select one that you like.
On Instagram, you can “Follow” this influencer and Instagram will automatically suggest new accounts for you to follow. By continually following the recommended accounts, you can get a list of 100+ potential ambassadors very quickly.
An important part of cold outreach is attitude.
Cold outreach response rates are low, conversions are even lower – remember they’ve never met you before! Keeping a good attitude is key here – just do the work and keep grinding.
This is a numbers game. Nobody is “above” cold outreach, everybody does it, so don’t feel bad about doing it.
Here are a couple tips to increase your conversion rates:
- Keep your first message short & concise. Attention spans are short, get your point across fast.
- Personalize your first message – mention their work or post and why you like it. There are a lot of bots these days, so you need to stand out.
- Follow up – People are busy, messages and emails can get lost. I recommend following up 3 times before giving up on a lead. Give a couple of days between each message.
- Have a nice profile – when influencers are deciding whether to respond or not, they will probably give a scroll on your profile first. Make sure you have content that you’re proud of.
Paid advertisements are the most expensive option for gaining ambassadors.
Each of the social media platforms has options for paid advertisements. I recommend the options where you can provide a link that they can open up.
Instagram swipe-up stories are a good example of this. Be sure to include what’s in it for the ambassador, the commission percentage!
Paid social media ads could be an entire course, so I’ll summarize some key points here:
- Use high-quality images that represent your brand
- Have one clear call to action (For example: Swipe up to become an ambassador!)
- Test, test and test more. Some creatives will perform better than others. Some demographics will convert better than others. This is unique to your business and nobody else can help you uncover this valuable data.
There is no silver bullet to paid advertisements or any of these other methods. You’ll have to discover what works best for your brand.
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