In an age when the public marketers are trying to reach have become jaded and cynical of the idea of being “sold” a message, it’s not enough to simply sing your brand’s praise anymore. So, to counter this, brands are increasingly moving their content marketing efforts toward writing, shooting, designing, recording and publishing content that is actually helpful instead, a move that has proven helpful in creating brand affinity.
Of course, now, marketers are starting to see the light in a new approach, one that can only be accomplished with the help of their very own customer base. It’s a strategic approach referred to as “user-generated content.” And this approach builds trust in a way that no other strategy can even compare.
In the simplest of explanations, user-generated content is when satisfied customers vouch for your product or service. And, it makes sense that this approach works, as people are always more trusting of their peers. So, how can you learn to leverage your customer base to improve your brand’s reach? Here are some tips:
- Share the customer’s voice. While customer testimonies aren’t anything new, they are truly thriving in the modern age of media. Brands have instant access to feedback that can be shared with their entire customer base, whether through written comments or video testimonials. These are especially great for sharing on social media and even on your blog.
- Offer to promote. We’re living in a mutual back-scratching society, so don’t be afraid to play into that. Give your customers who share their stories through social media some attention in return for their public display of brand loyalty. By using customer generated stories, you’ll gain so much trust with your audience as well as be able to share authentic, credible content with them and new customers. You can even solicit these stories by offering to give those who share a public shout out in return by linking back to their content or using their hashtag or handle. You just can’t buy good PR like that!
- Challenge and provide incentive. That’s right! Give your customers something to achieve with your brand. Contests are a great way to get customers involved, and they work in promoting both consumer and B2B marketing. It’s a simple strategy. You simply need to create a fun idea to get people talking and involved, and you need contestants. With that in place, you’ve created user-generated content that can benefit both your brand and fans of your brand. And, don’t forget to offer some sort of prize. Whether in the form of a free service, merchandise, cash or simply recognition, you can create a wave of social buzz.
- Engage your customers. Hashtag campaigns are a great way to engage your customer base. It’s a tactic that’s especially popular on the social media platform Instagram where hashtagged images from customers basically serve as word-of-mouth advertising. And, to really up the incentive to share your brand through user accounts, offer users the opportunity to be featured on your account for sharing.
- Create events. You can take engagement one step further and gain persuasive, authentic content by creating events. Whether you create online or off, give your customers a starring role in the action. Think along the lines of customer appreciation and networking. Some event ideas include twitter chats, webinars, meetups, seminars, promotions or trade shows. You can then share the information exchanged during the event with the rest of your customer base through social media or blog posts throughout the year.
When it comes down to it, user-generated content is all about collaboration with your customer base. The opportunities for working with customers to create content are truly endless. And, if the above-mentioned tips aren’t enough to convince you, here other ways you can leverage user-generated content:
- You can create a dedicated forum on your website where customers can share their tips and help each other.
- You can collect customer questions for an interactive FAQ section.
- You can collect idea submissions from your customers for just about anything that can be shared through your marketing outreach efforts. Ask customers for their tips, hacks, favorite things, etc.
- You can create roundup social media and blog posts with contributions directly from your customers.
- You can co-develop or co-brand an eBook or infographic to be shared with your customer base.
The sky is the limit! So, if you’re not already asking users to collaborate and generate content with you, it’s time to get on board. User-generated content is your most powerful tool for persuasion because it comes from people who already love your brand.
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