Your Brand’s Secret Weapon: User Generated Content
This dormant powerhouse? Your clients and customers.
According to a Business Wire survey, this form of digital word of mouth is woefully underutilized:
Simply defined, UGC can be:
Social media content
(e.g., a Tweet about your brand)
Where to find them? Most of your greatest fans can be found in your databases, client lists, trade show visitors — sometimes you can even find them among your negative reviews. To paraphrase Bill Gates, your greatest customer service lessons may come from those who have experienced difficulty with your service or product. When you address and convert a negative review into a positive experience, you’ve unleashed the potential of a powerful brand advocate.
Possible sources UGC can also be identified by using Google Alerts, running searches for specific terms or hashtags or topics. Companies can also take the lead by generating UGC campaigns, focusing on a specific campaign, demographic, community or event. Once you’ve determined a clear UGC ask from your customers, share it anywhere they are likely to interact with your brand:
Your social channels bios
Other user-generated content social media posts
Your physical location
Your product packaging
Your signage (e.g., events)
Before launching any UGC campaign, make sure that you’re tying it to a stated marketing goal that can be measured — your Return On Investment (ROI) can be anything — conversion rates, foot traffic, higher engagement, or sales goals. Whatever your Key Performance Indicators (KPIs) may be, make sure to create a mechanism for quantifying your efforts.
Done properly, a successful UGC campaign is fun for everyone. If you’re ready to create an active collaboration with your clients and customers through employing a User Generated Content campaign, drop us a line via our contact page, or zap off an email to Marissa at [email protected].