It’s no secret (especially if you follow my posts) that bloggers make awesome brand ambassadors. While many brands know this, I see so many marketers attempt a blog ambassador program and get mediocre results because of poor planning, execution or working with the wrong bloggers.
Do you think you’re one of these marketers? (Totally cool if you are, we have all been there). Or are you looking to start a blogger ambassador program but not sure how to do it?
Luckily I can help with that!
I reached out to Bulu Box—a brand that sends consumers a monthly box full of items geared toward healthy living—who has an uber successful blogger ambassador strategy. Mariah Nimmich, the PR and Marketing Manager at Bulu Box was so kind and willing to dive in to what makes an awesome blogger ambassador strategy.
Ready to see what we found!?
What Exactly is a Brand Ambassador? (The Modern Version)
Brand ambassadors used to be celebrities and high profile people paid to align themselves with a brand.
That stopped working.
A modern brand ambassador is simple. It’s a real person. A brand ambassador has an authentic connection and love for the brand. This person talks about the brand regularly to their own online and offline following. And a brand ambassador is compensated by the brand.
Compensation can take many forms. It can be free product, commission, payment per posts, etc.
For Bulu Box, an ideal ambassador is someone who shares their main goal—making health and wellness fun and accessible. Mariah explained that of course “reach is important, but a small audience isn’t a deal breaker.”
Both Sides Need Value
In order to make such a valuable relationship work, three sides need to gain value.
- Your brand
- The blogger
- The blogger’s audience
Your brand gets really valuable word of mouth recommendations so make sure that the bloggers are getting something to make up for their hard work and to encourage to keep up the good work talking about your brand. Don’t forget to take your strategy a step further and think about what the blogger has to share with and talk about their audience.
When it comes to compensating their ambassadors, Bulu Box offers bloggers commission for new customers that they bring from their posts. They also get a free three month subscription so they can authentically post about the products that come in the boxes.
Mariah explained that this is a win-win for everyone because they are earning commission (what the blogger gets), recommending a product they stand behind (value for their audience) and Bulu box gets talked about authentically (awesome brand lift).
A Plethora of Ways to Reach Consumers
Not only does a brand ambassador reach their blog audience with their brand alignment but bloggers are active on many social media channels. Therefore, their recommendations spread further than their blog space and out to Twitter, Facebook, Instagram, Pinterest, etc!
I love Mariah’s advice on encouraging bloggers to extend outside the blogosphere. “We provide post templates to make it easier for our ambassadors to share what they loved in each month’s box.”
It’s okay to lead ambassadors in the right direction without being too controlling and interfering with the authenticity of their content. More on that here.
“The most successful tweets and posts are when ambassadors share how they use the products they find in their boxes in their daily life, i.e. a photo with the pre workout drink they tried before class or the healthy snack at their lunch break.”
Let your ambassadors know what works for your brand and usually they’ll be willing to line up with those strategies.
What did you think of that example in working with bloggers as brand ambassadors? Do you have your own example? Share in the comments below and let’s chat about all things brand ambassadors and blogger outreach!