Your brand story is so much more than a collection of facts about your business. It’s even much more than how you feel about your company and what makes it tick. It’s a unique, complex combination of the facts about your brand blended with the emotions your brand stimulates in its customers. Essentially, it’s a human-to-human representation of your business. Fans are already posting to Instagram and Facebook, why not empower them and harness their user-generated content for brand marketing?
User-Generated Content for Brand Marketing: Your Fans are Storytellers
As a business owner, you work to create a compelling brand story that speaks to the heart and soul of your business—your customers. And what better way to create a compelling story than by having your customers tell it for you? Think about it. Brand evangelists can be a marketer’s best friend. You spend time liking their photos and positive comments about your brand or product, but you could use their content for so much more.
Share User Generated Content
When your customers post photos or videos of themselves using your products or services, don’t just like their content. Share it far and wide. These are the people that are living the lifestyle your brand represents, and they are the perfect people to tell your brand story visually.
People love the opportunity to genuinely engage with a brand. What’s more flattering than having your favorite brand re-share your photo or comment to its community? This can often lead to inspiring more people to post their own pictures, and you might be surprised at how good they are.
Burberry did this well with its Art of Trench website, but you can do this with just about any business. It can be as simple as sharing user-generated content across your social media sites or as focused as building a website designed just for this type of sharing.
Don’t forget to share positive comments, too. If your customers are tweeting praises about your brand, a thank you and a re-tweet can go a long way.
Create Contests Featuring User-Generated Content
When done well, contests are a great way to get customers and prospects engaged and keep your brand on their minds. Create a contest with an amazing prize and make the entry user-generated content. For example, you might have them submit videos or photo collages that demonstrate how they use your products and what your products mean to them. You can share the submissions via social media and even incorporate them into your marketing campaigns.
Chobani, the Greek yogurt brand, managed to increase its revenues by more than 200 percent by running a contest that asked customers to tell their personal stories about eating the brand’s yogurt.
Build Emotional Connections With Personal Stories
Remember, it’s not only about videos and photos (though visuals are always helpful online). Your target audience can be won over by your customer’s personal stories. Personal stories help create a shared experience, stimulate customers to get involved and interact, and help create an emotional connection to your brand.
Don’t Forget the Reviews
Good feedback naturally helps sell your product. Many people who shop online read reviews before they click to buy. However, that’s not the only way reviews can help you. Take the time to read them and use them as constructive feedback. Take what you identify as most important to your customers (from their reviews) and use it in your next marketing campaign.
How important are reviews? Consider this: In a survey by Dimensional Research, almost 90 percent of those polled said online reviews influenced their purchasing choices.
Let Your Customers Do the Selling
How better to sell your product than with words, photos, or other creatives directly from your customers? Adding user-generated content to your product pages is an excellent way to give your customers and prospects a break from the norm and showcase what people who are actually buying from you think of what you have to offer.
It makes sense to let your customers tell your brand story. It’s the most genuine and authentic story that could be told. Put user-generated content to work for you.
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