User-generated content | PODTips
If you are not already using user-generated content (UGC) to market your products and services, there is no time like the present to get started. The power of UGC is being leveraged to great effect by big-name brands across the globe as well as small concerns with a strictly local target audience. Companies of all sizes are finding that today’s consumers are far more likely to respond to positive UGC than they are too slick sales and marketing messages crafted by corporate copywriters.
The Statistics Speak for Themselves
Photographs of products uploaded by customers are 5 times more likely to lead to sales conversions than images created by manufacturers and retailers.
According to recent surveys, 69% of adults and 87% of millennials regularly upload selfies to social media sites, many of which feature products they have purchased.
UGC of all types can dramatically improve conversion rates for online marketing campaigns, including both images and written content.
It is thought that by 2020, over half of all commercial content will be created by consumers rather than marketing professionals.
How to Leverage the Power of UGC
If you would like to take advantage of everything that UGC has to offer, you need to formulate an approach that will maximize the benefits of content generated by your customers.
Consider Your Primary Goal
Are you trying to raise brand awareness, promote a new product line or just create a platform where potential and existing customers can discuss the merits of your company’s services? Before you start a UGC campaign, you need to have a clear idea of what you are trying to achieve.
Create an Online System to Collate UGC
In order to utilise UGC, you need to have an online system that is designed to encourage and collect unique content from your customers. How you process this content will depend on your goals and the market sector in which your company operates but you need to generate as much interest as possible in the first instance.
Think About What Your Company Is Willing to Offer to Encourage Consumer Content. Many companies use contests and free giveaways to encourage consumers to participate in their UGC campaigns.
Expect the Unexpected
UGC differs from conventional marketing content in many ways but one of the most important differences is the lack of control you have over the type of content that will be created. For this reason, you should be prepared to respond to all types of UGC, not just those that you desire or expect.
Accentuate the Positive and Learn from the Negative
If you receive negative feedback from consumers, it is important to take that feedback seriously and to use it to improve your products and services in the future. At the same time, you can minimise the effect that is has on your campaign by showcasing the most positive UGC you receive.
With the right approach UGC can be a very powerful tool in your marketing arsenal.