When you think of user-generated content, what comes to your mind? Probably content created by the user. Well, that is what it is, except for it’s authentic!
UGC is created by the users, for the users, and of the users. Remember the #ShareACoke campaign? Or the #CupArt challenge? These are classic examples of UGC campaigns initiated by Coca-Cola and Starbucks, respectively.
There are many such B2C examples to take inspiration from, but what if your brand operates on a small scale? How can you sketch out a similar idea for a B2B audience? Read this blog to figure out.
Before diving in to understand how to use UGC for B2B brands, let us first understand why is the strategy effective after all?
*Authentic Source Of Content
The elementary benefit of UGC is that it is created by real people based on their real-life experiences with brands, making the content trustworthy for fellow consumers.
For budding brands, it is exceptionally important to win the trust of their prospects. Here, leveraging UGC can be the best bet. Optimally resourcing what your existing users say can be a deal maker for winning the trust of your B2B audience. 90% of the consumers say that authenticity is important when deciding which brands to support.
*Works As A Social Proof
Social proof is when users are likely to copy the actions of others to determine their own. Thus, when any prospect comes across your brand for the first time, they are quite unsure about your business.
This is where you showcase User-Generated Content and convince them that your products are worth investing in. Browsing through real experiences of people is the perfect push to convert potential customers.
*Fetches Easy User-Engagement
Since UGC is more trustworthy than any other content, it is understandable that more people will engage with it. The images and videos shared by users get far more likes than branded content.
Further, UGC is unique, differential, and ever-changing, which can potentially keep the users engaged. After looking at the existing users of the brand, prospects will be tempted to check the brand and its deliverables out. Thus, keeping them engaged easily to the cause.
*Easy & Efficient Access To Valuable Content
For marketers and brands, creating content that can hold the audience’s attention and boost their engagement is pretty much a challenge, as the interests, likes, and preferences of digital audiences are differential and vast.
Access to valuable UGC ensures an endless flow of content. You can either embed it on your website to engage the audience, boost the dwell time, and reduce the bounce rate, and increase its vibrancy, all of which is important to capture the B2B audience.
*Boosts Conversions For The Website
Showcasing UGC on a website can boost its conversion rate, which is the main target of the businesses. A whopping 93% of the customers believe user-generated content is very helpful when making purchase decisions.
UGC gathers trust and credibility effortlessly of the potential users and makes them less hesitant about their purchases, which boosts sales and conversions for brands.
Also Read – Why LinkedIn is used as a B2B marketing tool?
*Lean On Your Employees
Potential users visiting your site aren’t well acquainted with your business yet. So showcasing the company’s culture here can be a great differentiator of your business from your competitors.
Further, your employees are the best advocates of your brand. Therefore, leveraging the content created by them is a smart strategy to create an impact in the minds of your B2B audiences.
To motivate your employees to create content for you, strategizing and training them to keep the brand’s value intact is the most important thing. When audiences come across your employees speaking for your brand, it will boost their trust and make them want to check your brand out.
*Demonstrate Product Or Service Use Case
Product demonstration works the best when it comes to fetching the attention of the audience towards your business. Because every storyteller knows, show, don’t tell.
Imagine a brand showcasing its product features; instead of talking about it, would it not excite you? The catch here is, using product demonstration visuals produced by the users. This content is unbearably powerful.
It not just excites the prospects but also educates them. Further, it can also boost the utility view of the product in their minds, as you provide context, inspiration, and education to new customers, probably a big B2B win?
*Create User-Generated FAQs
72% of customers prefer to use self-help options rather than reaching out to a company directly for answers. As a result, B2B customers have a trend to explore and solve their problems and doubts by themselves.
Hence, the chances are, they will spend time looking for those answers on your website long before they jump to find your contact details, which is the ideal time to win and amplify their trust by showcasing UGC!
Also, if you are planning marketing strategies for your business startup related to e-commerce business, UGC can help you in the form of social commerce. It will deliver more value to your business and increase revenue by the maximum percentage
*Use Video Testimonials From Customers
If you have happy and satisfied customers, you need to use them efficiently to create an impact on the potential customers who are looking at your product or service.
Moving video visuals are one of the best ways for B2B companies to employ UGC. To be able to successfully do this, identify the customers that are satisfied with their purchase, and ask them to create content for you. This will help you fetch enough of users’ content with almost no hassle.
Additionally, you can also reward them for their effort, which would further enhance their experience.
*Promote Third-Party Reviews & Customer Stories
Customers have gotten extremely active and are constantly sharing information about their experiences with others. So, if your customers are writing reviews about your business on third-party sites, you must take advantage of it by resourcing these reviews on your website.
Research conducted by GetApp shows that close to 68% of B2B companies Founders find third-party as an effective way to generate leads.
Additionally, you can also take a step ahead and promote these reviews on social media channels. But don’t forget to ask for permission before reposting from a third-party review site, as it might get you into unnecessary legal troubles.
When done properly, user-generated content helps brands in reaching out to more people without much of a hassle.
Follow the above strategies to be able to inspire users to create content for your brand and resource it further on multiple platforms to be able to reap amazing benefits.