Picture this: You’re shopping online for something to wear to your next Vistage presentation. You find exactly what you’re looking for, but before you click add to cart, you read the reviews to ensure you’re getting something quality. In the customer review section, you’re met with a glowing review from a satisfied customer along with a picture of them wearing it on their Instagram. The person who left the review is your height, wears the same size as you, and looks well-polished in the outfit. You’re immediately sold and you add the item to your cart. Voila! That’s the power of user-generated content (UGC).
At KWSM we’ve been helping brands tell their stories for 13 years and one of the biggest mistakes we see businesses make is positioning themselves as the hero in all of their messaging. What you really want to do is position your customers as the hero, lets talk about a few ways user-generated content helps accomplish that goal.
What is UGC?
User-generated content or UGC is brand-specific content that is created by customers, brand loyalists, and/or employees and posted on social media. If you’re a regular social media user, chances are, you see UGC content every day, you just may not realize it.
Have you ever seen an unboxing video of a new product? UGC.
How about a try-on haul with clothes from your favorite clothing store? UGC.
Maybe even a makeup tutorial centered around trying a new product for the first time? UCG.
UGC is everywhere and if you can get your customers to organically create it, you’ve struck marketing gold!
Instead of talking about how great your product or service is, let your customers do it for you. Talking about how great your product is does nothing to convince your customer. They already know you think your product is awesome, you created it. Think about it like this: It’s like a mother gloating about how handsome her son is… You might want to see some pictures before you agree to that date. The same goes for your business, your customers want to see your product in action before they buy in.
How to Generate UCG
If you’re still reading this blog, you may be wondering, “How do I get my customers to create content about my brand and products?” Here are a few techniques you can try:
- Ask for feedback
Statistics show that 95 % of consumers read reviews before they buy a product. Don’t underestimate the power of a glowing review. Ask your customers for feedback, not only will it help build your credibility with future customers, but it will also strengthen your relationships with your current customers by showing them you care about their experience.
- Build relationships with influencers
Know of an influencer who uses your product? Reach out to them, thank them for their business, and offer them a free gift. This one small act has the potential to go a long way. They know what kind of content your target audience wants to see because they are your target audience! They also already have followers in your target audience, positioning your product as a must-have within your niche.
- Offer your customers an incentive
Everyone loves a good deal and quality UGC can be hard to come buy, so join forces with your audience. Offer them an incentive in exchange for the time they are putting in to create content. Offer them 10% off of their next purchase or a $5 gift car in exchange for a testimonial or review. Think of it as an investment!
- Build a campaign
With the help of a marketing team like KWSM, a well-thought-out campaign can be a gold mine for quality UGC. Our strategy team has dreamt up and executed successful campaigns for clients that include contests and giveaways. Nothing gets people more excited than a good giveaway!
Create an Audience First Campaign with KWSM
KWSM specializes in an audience-first approach to marketing, and we help business owners like yourself create marketing campaigns that drive results. To learn more about what we can do for your business, schedule a consultation today.
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