User Generated Content (UGC) has been THE phrase for 2023, and is likely going to be just as popular in 2024. But what exactly is UGC, and why should it matter for your small business.
Put simply, User Generated Content is content that your buyers/customers have created and shared on their own about your business. It is brand specific and original to the consumer. (The key here is that the business did NOT create this content, but a real life customer did.) When someone tags your bake shop in a picture of them eating one of your cookies, or leaves a 5 star review for your record store, they are generating content on your behalf.
Okay, so we know what User Generated Content is – but why do I need to be aware of it as a small business owner?
There are a number of reasons, but let’s start with the most important reason. IT’S FREE ADVERTISING!
Think of UGC as the modern day “word of mouth”. As small businesses, leveraging UGC can help you get your brand out there in front of others without having to spend the big bucks. If you give your clients/customers a good experience with your business, then they will likely share their praise with others. They are the ones taking the time to create the content and share it online, the only thing you have to provide is a positive experience they want to share.
Another reason small business owners should be aware of User Generated Content: people are more trusting of it.
Your customers can easily recognize that “paid sponsorship” means money has been exchanged. Whether it is an influencer or not, a paid sponsorship is nothing more than an ad – and your audience will recognize that.
(We are not saying Influencer marketing is bad, or that you should not be running paid sponsorships – just know that you can’t “pull the wool” over your clients eyes. They know when something is a paid ad.)
UGC is authentic and unbiased, and therefore people are more likely to trust in it and someone’s opinion.
There is User Generated Content out there about your small business – you need to be able to find it and react if it is necessary.
Let’s be honest. There have been bad responses to your small business. It happens to everyone, including us. It is very likely that UGC can come from these bad interactions as well. That is why it is important to keep track of your brand online, and see what people are saying about your small business. If someone leaves you a negative review, respond to that review. This way others can see that you are attentive and care about your customer’s experiences.
Well, how do I implement a User Generated Content marketing strategy if the whole point is I’m not involved?
Ask! Ask people to leave you a review, or to post about their experience with your small business. Having a sign that says “tag us in your posts”, or “use this hashtag so we can share your story”, is a great way to generate UGC. It is important that you either make it clear that you are going to be sharing this content, or you ask the person if it is okay for you to share their content with your audience.
You can also launch contests or giveaways, create an ambassador program, or even ask your employees to create their own content to share on their own social media. However you go about asking your audience to create their own content, the key is that you are asking them to interact with your brand online.
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Feel free to share your thoughts with me, I can be reached at vivian@theseasonedmarketer.com!
Looking for more free marketing tips and content specifically for small business owners? Check out our podcast, S.O.B. Marketing Podcast. Every Wednesday we discuss a new topic to help small business owners take on marketing on their own. Listen to our episode of the S.O.B. Marketing podcast wherever you get your podcasts or watch on YouTube! Have a topic you want us to discuss? Email us at Help@TheSeasonedMarketer.com!
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