User-generated content is very trusted and has major benefits/ROI for brands. Are you tapping into the power of UGC?
Everyone agrees that content is vital to marketing. But "feeding the content beast" is expensive and time consuming. According to a recent study from Curata, the top three challenges of content marketing are:
1. Creating original content 2. Having time to create content 3. Finding high-quality content
Well, here's the good news: You have a secret content marketing weapon that will help you overcome all three of these obstacles. That weapon is your highly-satisfied customers, AKA your “Brand Advocates.”
Your Advocates will gladly create compelling content such as:
- Highly positive reviews
- Glowing testimonials
- Answers to prospects' questions
- Positive tweets, posts, and comments
- Videos, photos, and other multimedia content
Advocate-generated content provides powerful benefits to your company and brand:
- Amplify positive Word of Mouth and/or combat negative Word of Mouth
- Increase online ratings on third party review sites such as Amazon, Yelp, TripAdvisor, etc.
- Improve search engine rankings by putting fresh, relevant content on your site
- Increase lead conversion rates and sales (User-generated content boosts lead conversion rates by up to 125%, according to Marketing Sherpa)
- Boost engagement across social channels
And since Advocates are your most passionate and enthusiastic customers, you don't have to motivate them with perks, coupons, or cash. So what's the secret to getting Advocates to create compelling content for your brand? Download the whitepaper now to find out.
You'll learn how to:
- Find your Brand Advocates
- Turn Advocates into content creating machines to support marketing initiatives
- Leverage the authentic and compelling content your Advocates create
- Track advocacy results and optimize
According to a recent IBM study, Customer Advcocacy is the #1 priority for CMO's worldwide. As more and more brands begin to create a brand advocacy strategy, it's important to consider these five best practices.
1. Identify Advocates using multiple touch points. If you want to build your brand army, you should be identifying Advocates every which way. Plot our your customer experience and wherever your customers touch your product, service, or brand, ask “How likely are you to recommend us to your friends?” Place this question on your website, in emails, on social channels, in-product, etc.
2. Give Advocates lots of ways to recommend. Brand Advocates like to spread the love in various ways. Some are active content creators; some are avid sharers. Give Advocates the opportunity to write reviews, rate products, create testimonials, share offers, whitepapers, and other content, answer prospect’s questions, and more.
3. Leverage Advocate content smartly. Advocate-generated content is pure digital gold. Lauren McCadney, Senior Social Media Manager for CDW, says that this content is better than any copywriter could write. Take advantage of your Advocates’ enthusiasm and place their content on your website and product pages, integrate it with email marketing campaigns, use it in advertising, and more.
4. Create an ongoing advocacy program, not a campaign. Advocacy should not be considered a one-off campaign. It’s an ongoing strategy and that builds over time and strengthens the brand-Advocate relationship. Advocates can support and amplify many of your marketing initiatives such as product launches, company announcements, community membership, etc. They’re even willing to give you feedback on new products, defend you from detractors, and answer prospects’ questions on your behalf.
5. Don’t pay or coach Advocates. Keep recommendations for your brand authentic and genuine. Giving customers incentives taints their recommendations and is just plain lame. If your company makes great products, there’s no need to waste precious marketing dollars on inauthentic advocacy.
To read about brand advocacy success stories, download "Turning Your Enthusiastic Customers into a Powerful Marketing Force."
Do you have any best practices to add? Let us know by leaving a comment!