The No. 1 question with anything in marketing is always, “What is the ROI?” Brand advocacy is no different, especially if you’re having any pushback about adding a program to your already-stretched budget. However, brand ambassadorship can be a crucial yet inexpensive way to grow brand awareness and strengthen customer retention. Brand advocates can even help brands sell more products by rewarding members with store credit or gift cards. Here’s how to measure brand ambassador ROI.
Assessing Brand Ambassador
Track the number of advocates
One of the first things you should be tracking in your program is who is in said program. You’ll want to track the number of program members who joined, their social media connections and as much information as you can incentivize them to provide in their profiles.
Amount of user-generated content created
Ambassadors can produce user-generated content (UGC) as part of your program. This can be accomplished by asking members to share their photos with you as part of your Zuberance Hub, or posting content on their social media platforms. Keeping track of this content is a crucial metric. UGC positively affects your ROI as it’s a free (or inexpensive) way to have more content to use for your own devices.
Product ratings on third-party websites
While sentiment and feedback can sometimes be hard to put into numerical tracking, it’s a meaningful way to know what people say about your brand. You can track sentiment by analyzing changes in product ratings on retailer websites before and after encouraging ambassadors to leave reviews of products as part of a challenge.
If you’re giving ambassadors a way to refer your product to others, you’ll be able to track the revenue that they bring in via tracking links. These custom links can tie income to specific ambassadors to see who brings in the most revenue through referrals.
If you have advocates sharing new product releases or referral links, you can also track link clicks. Link clicks are still an essential metric because they quantify the traffic and leads ambassadors bring to your website.
Social media engagement
Finally, you can track the engagement on your brand ambassadors’ social media content. Tracking engagement including likes, shares, reach and comments, helps to determine the ROI on your ambassador program spending. The ambassadors might also have screenshots or other feedback to share as well.
Coming up with the right metrics you’d like to track and what success looks like to your team is the first place to start with brand ambassador ROI. If you’re looking for convenience, track your program’s ROI using Zuberance’s platform, which has a dashboard where brands can see analytics in their brand advocate program. You’ll be able to see:
- Program members
- Amount of user-generated content created
- Which brand advocate challenges are most popular
- Social shares
- Inbound clicks on posts
Using a platform like Zuberance takes the hassle out of tracking all of these things manually. Let the dashboard help you show the ROI of your program so you can make more significant decisions with those analytics.