Ultimate way to build trust.

The moment a parent brings a baby into the world, they see the most adorable, most wonderful thing they’ve ever laid eyes on.  Even with those big eyes, chubby cheeks and little button nose, you can’t deny that some babies really aren’t that cute.   

Your business is your baby.  You’re biased.  You think you have the best service, the best product or the best next big thing.  Is it that true?  How are you different from your competitors?  What makes you unique?  How can you make the world see your business the way you do?

When there’s trust in your brand, you stand to gain that unconditional love … we call it brand loyalty.  We believe there are 3 synergistic factors working together to foster advocacy, raving fans and a devoted following and there’s 1 action that can accomplish it all. 

1. Tell Your Story.  Noone tells your story better than you, so tell it.  Storytelling is powerful, conveys your values and shares your purpose.  It humanizes your brand and can be up to 22 times more memorable than facts (Quantified).  Your story is something that no other brand can copy and it gives people an emotional incentive to choose to you.   

2. Build Your Credibility.  You need to walk the talk.  Deliver on your promise, be accountable and rectify mistakes quickly.  By embracing transparency, demonstrating integrity and staying on top of trends in your industry, you will be able to maintain that credibility and give your customers confidence in continuing business and providing referrals.   

3. Manage Your Reputation. Your reputation is the key to gaining trust.  Your reputation is built and measured in how you deliver on your standards, treat your customers, employees and vendors, and what people say about their experiences with you. 

The one thing that achieves it all is UGC.  It’s the ultimate way to build trust.  

What is User-generated content (UGC)?

People are more likely to buy when they see positive experiences and testimonials from real people who have used your products or services. 

What if you saw an ad for a coffee house and they promised the best coffee you would ever taste?  The name might be familiar, it’s not a big expense and if you like coffee, you’d probably be willing to try it, purely out of curiosity.  Then you would decide if you believed their promise, from your own personal experience. 

If you saw an ad for a car dealership however, you wouldn’t be so quick to try it out.  There is more risk, a bigger price tag and little to no trust.  The average consumer spends an average of six months researching a vehicle they will potentially buy and visits more than five dealerships (Auto Remarketing).  What if somebody referred that dealership to you?  Referrals cut the shopping time, quadruple the likelihood of a purchase with the referred company, and account for 65% of new sales (LeadWallet).

How does this translate to your digital marketing strategy in your business?  The answer in short … Get people talking! 

Crowds attract crowds. 

User-generated content (UGC) is the modern-day word-of-mouth.  It’s authentic content created not by the brand, but by real customers.  90% of consumers say authenticity is important when deciding which brands they like and support and it influences 79% of consumers’ purchasing decisions (Nosto).  UGC is the social proof that validates your brand. It makes your brand feel more reliable.

“Testimonials describe what has been, and are a promise of what is to come”. - Ron Kaufman

How do you transform your user-generated content into more engagement?

Your social media platform should not be treated like a billboard you just plaster your ads all over.  It should be more like a coffee shop.  A place that encourages active participation and engagement from your audience, fostering a sense of community around your brand.

If your social media is positioning your audience as spectators, you are missing lucrative opportunities to collect UGC from your audience. If you’re sharing a nostalgic post or something that’s new, ask your audience to do the same.

UGC fulfills the human desire to be part of a cause greater than themselves.  It encourages active participation and engagement, provides a platform to be heard, and fosters a sense of community around your brand. 

1. Set goals.  You need to be clear on the type of content you are looking for so you can communicate it to your fans.  It’s great to be tagged in a picture, but is it something you would actually want to feature and share?  Does it align with your values, enhance your reputation and convey your intending messaging?

2. Foster allegiance.      

• Maintain their trust.  Most people will be excited to be featured on your social media and get added exposure for their accounts but it is critical to get their consent before you share their content or republish their comments.   

• Express gratitude.  Thank them for taking the time to help increase your brand awareness and tell them what it means to you. 

• Build on goodwill.  Credit them as the original creator.  It enhances the credibility of the content being created by somebody outside of your business and it deepens their loyalty to your brand.   

3. Make it easy. If you want to get more user-generated content, you need to let them know what you want, and ask for it!  Include a call to action that tells them you want them to tag somebody, share your story, show you how they use your product, use the hashtag, whatever it may be.  Here are some ways you can invite some UGC:

• Ask for a review.  Rather than a blank slate, ask specific questions and explain what you’re looking for.  You could even offer to write it for them by recording a short interview with them and then using their recorded answers to draft the review.  Be sure to have sign off on it before you use it.   

• Create a unique hashtag.  Be sure to track them and ask for consent before you repost. 

• Have a contest.  Make it a condition to enter and tell them what they can win.

• Establish a VIP Program.  Offer exclusive perks and make them feel special for being part of the club.  

• Engage them in a challenge.  Call out those with a competitive nature and have them invite friends to join or compete.    

• Offer an incentive.  Reward them with a coffee, some swag or a resource.

• Leverage your team!  They’re your best spokespeople when it comes to your brand.

UGC is today’s most cost-effective way to stand out in the crowded digital landscape, gain a competitive advantage and above all, position you as the trusted brand in the marketplace. 

To determine the right strategies for your business, contact one of our content strategists today!  We’ll help you harness the power of authentic, fresh content while creating a more engaging, relatable image that showcases unique and creative ways customers experience your brand. 

Come on back next week and we’ll reveal the second tip from our “6 Strategies to Kickstart Your Year”, Content that influences.  Get actionable tips to tap into the power of nostalgia marketing.