"UGC: 3 Tactics for Converting Customers into Brand Advocates," by Nicole Fallon discusses how the marketing landscape is changing, and the need to co-create your brand message with your customers is essential in remaining effective and top of mind. Today’s most progressive (and often most successful) brands are actively encouraging their customers to share their experiences, and transmitting it back out for others to see. Furthermore, if you consider your brand ahead of the curve, then possibly consider visual media to further grow engagement. Consumers respond best to visual UGC, and a few methods to best integrate this into your plans are through product interaction, integration, and contests.
- Ask – Develop and ongoing dialogue and proactively encourage your customers to provide their feedback and experiences about your brand. You won’t get the best content unless you pursue a strategy around building content volume.
- Amplify – Once you’ve gathered the consumer content, magnify the strongest points for your brand out into the marketplace to influence others. “95% of consumers need social validation before making a purchase,” so amplify your positive content in all marketing platforms.
- Take Action - UGC is an opportunity for product/brand development. Your UGC is a 24/7 focus group, and you need to ensure you’re addressing your customers concerns.