If you aren’t using user-generated content in your marketing strategy, then you’re going to want to read this blog until the very end.
Two to three scrolls on desktop, four-ish scrolls if you’re mobile – because ain’t nobody got time to read fluffy content that’s written to primarily “wow” the search engines. I write for humans.
Even if you’re already taking advantage of UGC, you still want to stick with me here as I share practical tips and tricks that are helping our clients use what their customers are saying about their products to sell more products.
eComm businesses that include user-generated content in their marketing strategy will see a conversion rate increase of up to 30%, and even more in some cases.
But before we get too far ahead of ourselves, let’s define what UGC. is and why it should be a marketing staple for every eComm business owner.
UGC is any unpaid, brand related content (reviews, social media posts, images, videos, etc.) created by your customers that you use to promote your product(s).
Not only is this a very personal way to market your goods, but it’s also an extremely authentic approach for building the know-like-trust factor among both current and potential customers.
As your audience reads what other people (not you) have to say about your product, as well as sees how it’s being used, your marketing message will take persuasion and practicality to a whole new level.
When UGC is used appropriately, not only will you see an increase in conversions, but your retention and brand loyalty will experience a shot in the arm, too.
“What in the eComm world does UGC even look like?” Great question!
Examples of user-generated content:
- Buyer Feedback
- Product Reviews
- Social Media Content (i.e. posts, images, reels, etc.)
- Facebook Group Engagement
- Q&A Forums
Currently the competition for audience attention in the online space is intense (tell you something you don’t know, right?). Buyers are more selective about the brands they choose… because they can be.
For this reason, it’s important that your UGC is used strategically throughout the entire customer journey.
TIP: Your audience will sniff out staged, fabricated content like a pudgy kid sniffs out cake. Just don’t do it.
“So, where do I find this user-generated goodness, Dawn?” Ahhhhh, I was ready for that one, too.
How to find user-generated content:
- Use a third party app (Stamped.io is a good one to use) to collect customer reviews from your Shopify store.
- Collect videos and images consumers are sharing and tagging you on Social Media. If you’ve never run a hashtag campaign, you’re definitely missing out on some marketing magic. Need help? Schedule a discovery call ASAP and I’ll give you some tips.
- Keep track of questions and comments members share in your Facebook group that is specifically designated for the goods you sell. This is an excellent place for your customers to talk about and show how they’re using your product(s).
- Simply ask for content from some of your brand loyalists.
Bottom line, your customers are the root source of your UGC. Sometimes you have to ask for it… and sometimes they organically share on their social media platforms. Either way, it’s good stuff, Maynard. (I may have just given away my age with that last comment.)
“Ok, I know what I’m looking for and I know how to get it, but what do I do with it?” Aaaaand you knock it out of the park with another good question.
Once you’ve collected a variety of user-generated content, think about the places your audience is most likely to interact with your brand and use those platforms to your marketing advantage.
Where to use user-generated content:
- Social media
- Landing page
- Check-out page
- Email copy (confirmation, abandoned cart, newsletter, etc.)
- Product packaging
Leveraging user-generated content in your marketing strategy is a no-brainer move. It’s such a cost effective (Um, can you say, “FREE”?) way to build the know-like-trust factor with your audience and an authentic approach to help guide them in their purchasing decisions.
But hold your digital horses before you go all eComm crazy with your UGC. You must get consent before republishing or using a customer’s content. Once you’ve gotten permission, be sure to give proper credit to the content creator, particularly on social media.
If you found this article helpful, check out this podcast for a greater understanding of how to leverage UGC in your marketing strategy.
When was the last time you had another pair of eyes review your online store for things that might be holding your conversion rates hostage? Trust me when I say, even the smallest adjustments can make a big difference.
Join my FREE Facebook group and submit your website for a complimentary audit. We choose one store to audit every Wednesday. So, why not yours?
Dawn Sinkule, the Founder of Digital Dawn, is an MBA graduate, Strategy and Business Growth Consultant as well as a Certified Online Business Manager with more than 16 years of corporate experience working for a Fortune 50 company. Dawn and her team work with passionate six figure business owners who want to grow, expand, and explode their businesses. Dawn and the DD team provide your choice of self-implementation or fully done for you solutions, and both include detailed business strategies, automation, systems, and most importantly the satisfaction of knowing your business is heading the right direction. Her clients get not only the experience of a Fortune 50 leader, but also a personalized and customized strategy as well as an implementation team: AKA your secret weapon for success.