Can you be the Tamara Falcó of an industrial brand?
Can hardb2b product companies have brand ambassadors? Can you imagine becoming the Tamara Falcó of stuffing boxes or bearing grease?
Perhaps the brands are less glamorous, and the potential influencers less well-known, with fewer followers, but they can surely generate attention, influence, and brand projection among maintenance technicians, warehouse managers, production line supervisors, or quality technicians.
Let me give you an example, Nico Rosberg, the 2016 F1 world champion, is the ambassador for the equipment and solutions manufacturing company “Intralogistics Jungheinrich.” They have cleverly combined corporate values with those of a motorsport celebrity. They have found their Tamara Falcó.
In these types of industrial companies that, in my opinion, provide us with incredible value, but sometimes it’s imperceptible, they can develop an ambassador strategy by incorporating three types of “influencers”: the one who generates reputation, the one who generates notoriety, and the company employee.
If you can develop an ambassador strategy by combining the three profiles, don’t hesitate, do it, coordinate them, and conquer the market; the challenge is finding them.
But if you can’t, I would suggest that you turn some people on your team into “referents” (influencers in the B2B sector) in your market, and have them project their expert knowledge on social media, mainly on LinkedIn. But be careful, you need to ensure they don’t continuously drone on about the same topic or get too scattered on subjects not related to the product’s application from the customer’s perspective, or become walking advertisements.
To succeed with the people we develop this strategy with, we must agree on an editorial plan that combines market-oriented knowledge content or product applications, alternated with corporate content and some softer content that adds a personal touch.
By the way, they must have a commitment to systematic activity on social media, so you need to allocate some of their work hours to produce content and interact with the community that follows them.
If their work dynamic doesn’t allow them, for example, to produce and publish content, agree on the editorial plan with them, produce the content from marketing, and publish it directly on their profile (ask me how to do it).
And don’t forget that the company with the worst brand ambassadors is the one that DOESN’T have any.
