The Secret Formula of User-Generated Content on Business Growth
Khalil Arouni
Entrepreneur, Author, Keynote Speaker, Growth Catalyst, International Media Consultant, Helping companies increase profit and get a better Marketing ROI, Business Owner
The concept of UGC, also known as user-generated content (UGC), is as ancient as the content itself. Whenever we want to say something from the Oxford English Dictionary, we rush to our favourite platforms to voice our opinions. However, UGC is at an all-time high, thanks to comment sections, blogs, digital forums, social media platforms, and the opportunity to publish material for free with the press of a mouse.
UGC can significantly benefit digital marketers, entrepreneurs, and businesses if used correctly. With reason, savvy marketers have identified UGC as a hot topic. According to research, 92% of people trust organic, user-generated content more than traditional advertising.
Ultimately, UGC allows your business to improve its credibility and save financial resources and time by outsourcing content creation tasks. But wait, the benefits continue. With that in mind, here's how UGC can help your business grow and a few of its types.
Different Types of UGC
Text, images, and videos are the three types of UGC that can take the form of the following:
Here's a better look at some of the different types of UGC:
Video Content
User-generated content includes natively filmed videos, Instagram Stories, and GoPro footage, as long as you aren't paying someone to create the material. Furthermore, live video streams on Instagram and Facebook, filters, and AR lenses can also be categorised as video-based UGC.
Blog Posts
For instance, if you manufacture smartphone accessories, UGC is made when a tech blogger reviews or uses your products in a blog post. And contrary to popular belief, blog posts are not only crucial for B2C businesses. Marketers in the B2B space enjoy producing and reading blogs as well. So, if your brand or product is mentioned as an example in a "how-to" blog post or a round-up piece, it is also considered UGC.
Testimonials and Reviews
Whether a customer leaves a testimonial on your website's reviews section or utilises third-party testimonials review sites such as Google, G2Crowd, TripAdvisor, or Yelp, this type of feedback is also considered user-generated content.
Social Media Content
"You have to see it to believe it" is a saying that holds when customers share about using your products or services and loving them. People take and share hundreds of images and videos daily on social media. Most connect with brands ranging from tour operators to hotels to trip booking websites. This form of spontaneous visual UGC is sweeping the online world. So, UGC is made whenever someone shares a social message about you, whether it's an Instagram and Facebook post or a Tweet.
A Few Benefits of UGC
Here are a few benefits of UGC that businesses should know about:
UGC Helps You Better Understand Your Customers
Understanding your consumers is critical as a business owner. They are, after all, the ones who keep your lights on. In this regard, user-generated material might be a helpful tool. It helps you learn more about what your consumers desire and how they feel about your products or services through watching customer videos, reading online reviews, monitoring social media, etc.
This data can help fine-tune your service or alter your marketing plan. Furthermore, user-generated content might assist you in developing ever-lasting relationships with your clients. You can show that you care about their experience with your company by responding to their comments and concerns. So, if you want to form better relationships with your consumers, feel free to let them speak for themselves and be quick to offer solutions to their problems and inquiries.
After all, how can you know what people genuinely want if they don't tell you? This is where UGC is a lifesaver. It helps you better understand your client's goals and requirements by allowing them to contribute content. And, while it may take some extra work to convince them to create the right content, it will be well worth it when you have a delighted customer base. So, the next time you try to find out who your consumers are, please don't hesitate to ask for their help. You won't be disappointed!
UGC Helps Improve Customer Loyalty
User-generated content may be an effective means of increasing client loyalty. Businesses may foster community and connection by inviting consumers to post reviews, images, and videos. Furthermore, user-generated material can give helpful feedback on products and services. Customers that feel involved in a firm are more inclined to do business with it again, even if they have alternative options.
Furthermore, UGC can assist in converting one-time purchases into lifelong fans. That is something that any firm can benefit from. It gives potential consumers valuable details about your services and products while helping develop trust and openness.
Ultimately, customers are also more inclined to grow loyal to a business that they believe is open and trustworthy. So, if you want to increase client loyalty, encourage your consumers to create their content.
UGC Helps Increase Website Traffic
There is no alternative for quality when it comes to website content. But what if you need more resources or time to create high-quality content consistently? This is where you encourage people to develop their content. You can easily and quickly add new material to your website by providing a platform for visitors to submit their views, photographs, and videos. The best part is that user-generated content is free; you only have to offer your customers a platform and filter their submissions.
While only some UGC posts will be beneficial, with some work, you can ensure that most of the UGC you get are relevant and high-quality. If you want to improve your website traffic, try using user-generated content to add new material without spending an arm and a leg.
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UGC Helps Reduce Marketing Costs
UGC is an effective marketing strategy that may save you many resources and cash on marketing expenses. After all, why tap into your users' ability and creativity instead of hiring professionals to develop content for you? There are several methods to accomplish this, but one of the most successful is to have a contest. This will not only motivate people to create unique material for you, but it will also help spread the word about your business to new audiences. And the best thing about this is that it won't cost you a single cent.
So, if you want to save money on marketing, UGC is the way to go. It's not only useful for large corporations, but small companies can also profit from using the power of satisfied consumers. After all, word-of-mouth is one of the most powerful marketing tactics. So, to reduce your marketing expenditure, encourage your consumers to create content for you.
UGC Helps Improve Your SEO Efforts
We are all aware of the significance of SEO. But how can you increase your rating the most? Some argue that guest blogging is essential, while others bet on backlinking. The fact is that there is no one-size-fits-all solution to ensure that you take full advantage of SEO.
However, one method that can be used on almost every website is user-generated content. UGC can improve your SEO efforts in a variety of ways. For starters, creating new and relevant material frequently is beneficial. Google's algorithms prefer websites that post fresh content daily, which signals that the website is helpful and active.
Furthermore, UGC usually contains search-friendly and relevant keywords and phrases, which might help you rank for those topics. Also, this type of content can increase the number of links to your website since other users may link to or share your material.
Incorporating user-generated content into your SEO efforts might be an excellent method to improve your position and attract more users to your website. So, to stay ahead of the competition, consider using the potential of user-generated content.
UGC Helps Generate More Leads
The internet is a vast and ever-changing world, and companies that don't remain up-to-date with the latest trends fall behind rapidly. UGC is one of the most underutilised but critical internet marketing trends, and brands who use it can quickly create leads and raise brand recognition.
UGC's appeal is that it is free to create and share and can reach many people. In addition, businesses earn free promotions when encouraging their consumers to develop and share UGC. So, in today's competitive environment, companies must use every chance to create leads, and user-generated content is a valuable weapon that should be considered.
UGC Helps Create Social Proof
People may now communicate with each other and exchange information more efficiently than ever before, thanks to the internet. Therefore, UGC is an essential aspect of the modern internet ecosystem.
One of the primary advantages of user-generated material is that it may aid in creating social proof. This happens when people witness others doing something and then decide to do the same thing. Social proof can be a powerful technique when it comes to content marketing.
Ultimately, potential consumers are more likely to want to test a product if they witness others using and enjoying it. This is why companies should encourage their consumers to develop good content that can aid in the creation of social proof.
How to Get Better UGC
Here are a few techniques that will help businesses get more out of their UGC strategy:
Collaborate and Focus on Community
Receiving a report or mention from a company may be the perfect surprising and joyful moment for customers. According to a Stackla study, 51% of customers are more inclined to engage with or purchase from a business if it uses customers' social media postings in its marketing campaigns. And those shares connect a brand to a consumer and expose your audience to new individuals and material, increasing the likelihood of viral postings.
So, as a business owner, you must develop a brand identity and connect consumers and advocates. UGC serves as the bridge, bringing new individuals together through dialogue and connecting those encounters to the brand. As a result, it increases credibility and helps businesses grow their audience base tenfold.
Tell Users What Type of Content You Need
Around 50% of consumers want brands to tell them about their desired content. So, how will your audience know if you don't explicitly urge them to engage in user-generated content? If you're looking for client feedback or video reviews, your advocates need a precise direction. So, be open and honest about your brand guidelines around UGC.
There are several strategies to boost UGC, such as campaign hashtags and social media contests. With a single hashtag, you can pique your audience's curiosity and direct them to generate content inspired by your campaign.
Select Social Platforms that Impact Your Campaign the Most
It's critical to understand where your target audience hangs out on social media and where prospects have the most significant influence. For example, Instagram is inherently excellent for sharing graphics, but consider if your target audience lives on that network.
For example, when asked which platforms they use the most, consumers picked Instagram, YouTube, and Facebook as their top three social networks. Facebook is also where most customers claim they follow brands the most, around 78%.
So, ultimately, could you look over where your potential advocates spend most of their time and connect with them more meaningfully? This is one of the essential steps to getting the best UGC.
Finally
User-generated content is the most relatable and reliable form of marketing today, especially regarding growing your business in today's competitive marketplace. UGC assists you in attracting the right customers by personalising the online experience and adding value to your customer-business relationship development efforts. So, you can use the tactics shared today and will be well on your way to growing your brand using UGC!