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Whether you're an SME owner, marketing manager, or anything in between - you know how beneficial your product can be. But how can your customers appreciate your product as much as you do?
User-generated content is one of the most organic ways of marketing your product or service. It gives you the perfect opportunity to show off.
Reviews are bits of user-generated content at their most organic and freshest. They're freshly picked bits of raw content, with no marketing additives.
The psychology of user-generated content
Reviews are powerful, but why does user-generated content hit so much harder?
It's simple psychology: People like people. They'll follow what others say about a product - in fact, they'll favour it over any other type of marketing you put out there.
Switch it around and put yourself in your audience's shoes. If you scrolled on Instagram to find an ad from a coffee shop marketing their coffee, it might have some appeal.
But imagine your closest friend telling you about the same place. They show you photos of their coffee and food, saying it was the best coffee they'd ever had.
Which scenario is more persuasive? It's a no-brainer.
User-generated content is so effective because
- It's completely organic
- It's free marketing
- It's a genuine reflection of how good your product is
- It helps build trust with your audience
- It's more believable
Word-of-mouth marketing is organic: It does all the marketing for you. Ironically, it's the most effective type of marketing - the only thing it requires from you is a great product/service and a bit of review positioning.
It's a case of showing, not telling
People prefer to be shown, not told. 'Showing' gives your audience the room to make their own opinions based on the marketing evidence in front of them. User-generated content is like a gallery of proof, a display of evidence that shows your audience how good your product is.
With the overload of information out there, it's easy to be cynical. Because of that, authenticity cuts through cynicism.
How do you get the review published in the first place?
Follow up
Follow up with your buyers and ask them for feedback following their purchase. Send a personalised email or text asking them to review your company.
Incentivise the review
Incentivise the review, make it personalised and conversational to gain your customer's trust.
Position content in a place that will attract the most engagement
Display and position your customer-generated content to optimise the most views.
Thank customers for their feedback
This rounds off the review process and leaves your customer with a good feeling. Taking the time to thank your customer is all part of building healthy relationships that solidify loyalty.
Positioning your user-generated content
Reviews say a thousand words. But how can you show off your reviews in a consistently unique way?
- Use photos: Instagram feeds showing your customers enjoying your product are incredibly useful
- Videos: Short form video that shows your product in action
- Blogs: Share stories and experiences
- Comments and social engagement: Publicly engage with similar companies or influencers in the digital circles that your customers are in
- Thank you ads: Surprise your customers with gratitude
The W's of reviews
Who?
Who are you trying to show off to?
What?
What are you showing off about your product or service? Think of how your product is wholly unique within itself and which aspects directly fix common pain points.
When?
What’s the best time to post your reviews? Are your reviews seasonal? Timing is crucial for maximising impact.
Where?
Where are you displaying your reviews? Consider the best places to show off your reviews and think about where your audiences are circulating. Choose platforms that align with your audience.
Why?
What’s the point of your review system? Which points are you trying to get across with your review system? Use feedback to guide a review strategy.
Building a snowball of awareness
Identify patterns in your reviews to build consumer trust. Ask for feedback and proudly display positive experiences. With the right strategy, reviews can become a cornerstone of your marketing efforts, driving growth and fostering long-term customer loyalty.
By collecting and displaying user-generated content, your brand awareness will snowball. Your business could generate tons of genuine interest to transform a one-time click into a returning customer.
A Method of showing off
Here at Method, we've got all the tools to polish off your inbound strategy and make your business shine.
Stand out from the crowded marketplace with top-tier content displayed right where your customers are at. Want to show off your business to the world? Get in touch with us for a chat.
