With so much content out there already, it seems that it has become much more challenging to stand apart from the competition. However, by leveraging user-generated content, there’s an excellent possibility for brands to differentiate themselves and increase their reach of B2B marketers.
The economic recovery in 2021 has to have a profound impact on the B2B marketing budget. For the past couple of years, B2B marketers have been expected to deliver a great experience while working on a stringent budget. Thus an increase in their marketing budget can help them to invest in better tools and build strategies around it. However, to remain competitive, brands need to stand apart from their competitors in the marketplace.
While monetary investment can help them to enhance their martech stack, there’s still a question of their reputation in the market. While content marketing is a way to build brand presence in the digital environment, with so much content already available on the web, it makes it difficult for marketers to boost their marketing effectiveness. However, if they opt for user-generated content, they can increase their reach to more prospects in a digital manner that nearly mirrors word of mouth. It is a way for B2B marketers to make the most of the content at their disposal generated by the users or their customers.
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Here are four key areas of UGC that B2B marketers have neglected and how they can leverage it for user-generated content:
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Asking permission
Before sourcing UGC, B2B marketers should ensure they ask the permission of their customers. While mostly, customers would gladly share posts, reviews, messages, and feedback that the brands can benefit from, some might still not be comfortable with sharing data. Unless the content is not dull, it should be good to go.
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Social media
One of the effective ways to approach UGC is by incorporating social media. This is the place where the conversations between the clients are happening regularly and taking advantage of it, can bring a lot of benefits.
B2B marketers should engage with their customers across social media platforms. They should reply to the queries of their customers, build a hashtag, talk to their audience, run contests to harness UGC from their ends.
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Encourage feedback
There are times when some form is generated organically to use for marketing. However, relying on it entirely to advance the UGC efforts is not enough. As engagement ranks in the priority of B2B marketers, they should encourage their customers to leave feedback. This opens many doors of engagement for them.
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Being proactive and giving incentives to customers to leave comments or fill out a short questionnaire, B2B marketers will build a resource for UGC without their customers being aware of it.
In fact, there are other parts of the business that do this consistently, such as customer service agents that gather data on their user experience. B2B marketers can collaborate with them to extract critical insights.
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Incorporate customer reviews on the website
While social media is a great way to source UGC content, some customers still prefer other ways to validate or drive towards a specific brand. B2B marketers should leverage the website of the brands to include reviews or testimonials. By providing an avenue where customers can see and buy the products or services and hear from the people what they have done to make a more rounded digital experience. Testimonials also help brands to increase their conversion rate, e-commerce model.
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