Ep. 260: Stop Marketing Alone! Leverage Brand Ambassadors for Growth

Brand Ambassador Playbook : 3 Ways to Boost Your Local Business

Running a brick-and-mortar business means juggling all the things—marketing, sales, customer service… oh, and actually delivering your products and services like a boss. But what if you didn’t have to do it all alone? Enter brand ambassadors—your secret weapon for getting your biz in front of more people without adding to your already overflowing to-do list.

In this episode, we’re breaking down three game-changing ways to use brand ambassadors to grow your local business (without cringing at the word "influencer"). Whether it’s showcasing loyal customers, partnering with a community rockstar, or tapping into local networks like your chamber of commerce—this is a strategy you don’t want to sleep on. Plus, I’ve got a free Brand Ambassador Checklist so you can take action right away. Ready to work smarter, not harder? Hit play! 🎧🔥

Podcast Episode: The Power of Brand Ambassadors for Local Businesses

This episode comes straight from a client question—because I love working with business owners who are ready to level up. I thrive on hearing their questions, frustrations, and concerns and guiding them toward strategies that feel right for their business and personality.

As local business owners, we juggle a lot more than the big-box stores. We wear all the hats—even as we grow a team. So we have to think creatively. That’s why I wanted to share this simple yet game-changing marketing idea from a client who wanted to work smarter, not harder.

Brand Ambassadors: Not Just for Big Businesses

When we start promoting our businesses, we are the face of it. As we grow, we showcase our team, our products, and our client wins. But what if there was a way to market your business without constantly putting yourself front and center?

Enter: Brand Ambassadors.

You might have heard this term before—or maybe you’re cringing at the word influencer. You might be thinking, “My business is too small for that.” But here’s the thing: Most of us market to a local demographic, often within a 30-mile radius. And I guarantee you—there are people in your community that everyone knows.

Brand ambassadors are a brilliant way to get your business in front of new audiences—without feeling salesy or inauthentic. And today, we’re diving into three ways to do this effectively.

What This Isn’t

Before we jump in, let’s clarify: We’re not talking about referrals. Referrals happen naturally when people recommend you in conversations or when you offer a referral program (which I’ve covered in past episodes—I’ll link those below).

Brand ambassadors are intentional partnerships where someone actively promotes your business to their network.

Three Types of Brand Ambassadors for Local Businesses

1. Featuring Key Clients as Ambassadors

One of the simplest ways to use brand ambassadors is by featuring your most loyal clients. These are the people who:

• Attend every event.
• Regularly purchase your products or services.
• Love what you do and naturally talk about it.

✨ Example: A local boutique I follow does this brilliantly. Every week, they feature guest models—real clients—wearing their latest styles. They go live on social media, showcasing outfits in a relaxed, fun way. And guess what? These clients love sharing the posts with their network!

How to make it work:

• Be selective—choose people who truly reflect your brand’s vibe.
• Help them feel comfortable (they don’t have to look straight at the camera!).
• Post consistently—consider a “Style of the Month” or “Client of the Week” feature.
• Always tag them so they can easily share it with their network.

Best part? Everything stays on your platform—your social media, email list, or blog.

2. Creating an Official Brand Ambassador Program

This strategy takes things a step further. Instead of just featuring clients, you can recruit brand ambassadors who actively promote your business on their platforms.

✨ Key things to consider:

• Be selective—have an application process to ensure alignment with your brand values.
• Set clear guidelines—decide on posting frequency, content types (videos, photos, captions), and engagement expectations.
• Define the commitment—how long are they an ambassador?
• Compensation options:
  • Charge a small fee to be part of an exclusive ambassador program (pooled funds could go toward rewards or an ambassador appreciation event).
  • Offer perks like discounts, freebies, or early access to products/services.
  • Pay top-performing ambassadors with incentives or bonuses.

3. Partnering with Local Influencers or Community Leaders

You don’t need an Instagram celebrity—you need someone local who’s already connected in your community. Think about:

• A well-known realtor (they need to know all the local hotspots!).
• A chamber ambassador (many chambers have programs that highlight local businesses).
• A business swap with a complementary brand (e.g., a dance studio partnering with a martial arts academy or swim school).

✨ Pro Tip: These collaborations can be as simple as a social media post, a guest blog, or even a feature in their newsletter.

Bringing It All Together

We see online influencers everywhere—but what if we adapted that concept for local brick-and-mortar businesses?

Brand ambassadors give you an opportunity to:
✅ Reach a new audience through trusted voices.
✅ Promote your business in an authentic, engaging way.
✅ Work smarter by letting others spread the word for you.

I hope this episode gives you fresh ideas to expand your marketing in a way that feels authentic and doable. Let me know—are you ready to try this? Or have you already used brand ambassadors in your business? DM me and let’s chat!