In the busy Western Australian market, from the vibrant hospitality scene in Perth to the innovative tech startups in Fremantle, businesses are always looking for ways to stand out. While traditional advertising and digital marketing campaigns have their place, the most powerful marketing force often comes from within your existing customer base: word-of-mouth. In the digital age, this means social media advocacy, where happy customers become your most authentic and trusted cheerleaders.

Building an army of brand ambassadors – customers who love your product or service and will share that love online – is arguably the best marketing strategy a WA business can do. This article will explain why turning customers into social media advocates is key to sustainable growth, who makes the best ambassadors and how to cultivate these voices for your brand.

Why Brand Ambassadors Are Your Most Powerful Marketing Asset

Authenticity and Trust

Consumers are tired of traditional ads. They trust recommendations from friends, family and even influencers online more than paid messaging. A social media post from a happy customer is a powerful, authentic testimonial that resonates. Research shows consumers trust earned media far more than paid media. Nielsen says 88% of consumers trust recommendations from people they know more than any other form of advertising.

Extended Reach & Credibility

Ambassadors extend your brand’s reach to their networks, building credibility and organic awareness.

Cost-Effectiveness

User-Generated Content (UGC) – photos, videos or reviews created by your customers – is a cost-effective alternative to professional content creation and often performs better because it’s authentic. This reduces customer acquisition costs and improves digital marketing ROI.

Increased Customer Lifetime Value (CLV)

Customers who become advocates deepen loyalty, repeat purchases and stay engaged even through challenges.

Who Makes a Great Brand Ambassador? Identifying Your Champions

• Passionate & Loyal Customers: Already sharing positive experiences. Encourage them to do so formally.
• Active on Social Media: Engaged audiences, regardless of size, in relevant platforms.
• Aligned with Your Brand Values: Ensure personal values align with your company ethos.
• Influencers (Micro & Macro): Micro-influencers with engaged niche audiences can be highly effective. Impact.com has comprehensive guides on finding and partnering with the right influencers.

Strategies for Building Brand Ambassadors for Your Business

1. Deliver Exceptional Customer Experiences

Delight customers at every touchpoint, from inquiry to post-purchase support. A strong customer experience is the foundation of advocacy. Zendesk highlights customer service as a key driver of loyalty and word-of-mouth.

2. Build a Brand Community

Provide platforms like private groups, forums or events. A sense of belonging encourages deeper loyalty. For owned platforms, see our website design services to create dedicated spaces on your site.

3. Encourage User-Generated Content (UGC)

Make it easy and fun for customers to create and share content:

• Run hashtag campaigns or contests.
• Feature customer content on official channels.
• Include calls to action on packaging and site prompts.

Sprout Social says UGC is “an incredibly effective way to build community and trust.”

4. Recognise & Reward Advocates

Acknowledge ambassadors through shout-outs, early access, small perks, or gamified point systems.

5. Create a Formal Ambassador Program (Optional)

For larger businesses, formal programs with guidelines, incentives and dedicated channels can be effective. HubSpot offers a detailed guide to building ambassador programs.

6. Listen & Engage with Advocates

Engage with ambassador content by liking, commenting and thanking them. Maintain strong two-way relationships.

Measuring the ROI of Your Ambassador Program

• Social Mentions & Shares: Track ambassador-driven buzz.
• Website Traffic: Use referral links or landing pages (SEO tracking supports this).
• Sales & Leads: Attribute conversions with tracking codes or discount links.
• Brand Sentiment: Monitor overall positive mentions.
• CLV Comparison: Measure CLV of advocates vs regular customers.

Authenticity is Key

In a noisy digital world, authenticity is your differentiator. Building brand ambassadors means tapping into genuine passion and turning customers into your most credible voices. Beyond traditional advertising, empowering loyal customers as advocates is a smart strategy. Contact us today to explore how to build a tailored ambassador strategy for your WA business.