Digital Marketing 1: How to Market Your Business Online by Zachary Lukasiewicz

Author:Zachary Lukasiewicz [Lukasiewicz, Zachary]
Language: eng
Format: epub
Published: 2019-12-01T06:00:00+00:00

Making information tangible means more people can engage with it and share their insights.

Shareable data visualizations can help market and gather interest in your business.

Keep It Real with User-Generated Content

● What’s user-generated content?

● What’s the most effective form of it?

● How can I get started?

Today’s consumers are a pretty savvy bunch. They’ve seen all sorts of advertising – which means marketers need to find new and better ways to reach them.

No matter how persuasive your marketing pitch is, sometimes it’s not enough to just tell people your product or service is great. Nowadays, people want to associate with brands they believe are both relevant to their lives and authentic.

About being authentic...it’s not always easy to nail. Your actions really have to speak louder than your words.

So how do you get to authentic actions? It helps to tap into your instincts about what would appeal to your customers.

User-generated content, or UGC, allows brands to turn their audience’s online posts (like videos, text, and images) into marketing.

When your brand features UGC, you’re letting customers build your brand for you. That’s because your target audience is more likely to be receptive to your brand if your featured content comes from actual people they can relate to.

Of all the UGC out there, images are usually the most successful. Tweets with images get 3 times more engagement than those without images, and brands that use pictures on social media almost double their engagement rate.

Using real images made by real people in real situations is an incredibly effective way of doing UGC marketing. These authentic images help you build your target audience’s trust and connect with their feelings and values.

To strengthen the connection between your target audience and your brand, make sure the images and other UGC you use are both relevant to their cultural interests and in line with your brand identity and voice.

LISTEN UP

Word to the wise: Never fake UGC photos. People see A LOT of authentic online content each day and most can tell what’s real and what’s staged. You don’t want to risk having your brand be branded as a poser – it’s not great for business.

If your brand has a smaller budget, you can do UGC marketing on your own by first looking at the UGC that is already being created by your customers.

Search social media sites for hashtags customers have used when posting about your business, as well as any posts that they’ve tagged you in. Check out which images get the most engagement and take note of their aesthetic.

Reach out to customers and fans who are creating content that matches your brand identity and your target audience’s interests. Agree on what compensation you’ll give them (like free products, free coverage and exposure, or money).

Even if you’re only compensating content creators with a shout out, it’s hugely important to ask their permission before you repost their images or updates. Your legal team will thank you.

You can also create a UGC campaign and use it to encourage customers to generate content for you.

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