Earning customer trust is a difficult task. There are two pressing challenges that you must face when using user-generated content: moderating the types of UGCs your customers post and ensuring that potential buyers who see that content visit relevant pages on your website.
How can you get a handle on this and make sure your brand's UGC will help you gain trust and increase sales? You need to make sure that the UGC you are using has a specific purpose. Let's examine how other brands are doing this by drawing key insights from each brand that inspire you to do the same for your business.
Connect with potential and existing buyers
Any shopper looking for a sales automation tool always reads through a few reviews to see what other buyers are saying about various tools available. Reviews help create a brand perception that determines a buyer's emotional attitude towards a particular brand.
To maintain that connection, you need to make sure that your UGC creates trust and surprises at the same time.
Example 1: Answers
Check out how Reply has used UGC in their reviews:
Photo courtesy of Reply
Numbers never lie and they create trust because they reflect the results. Impressive open rates, click-through rates and sales opportunities from outbound emails surprise most potential buyers.
Key Factor: When collecting UGC from your customers, you are requesting real data that shows how your product has improved business.
Example 2: ContactMonkey
In addition to using real-world data to reflect product results, you should reaffirm the decisions your potential buyers are making.
4 in 10 business owners are unsatisfied with their cash flow due to the COVID-19 pandemic. This means that they need to be careful how they spend their money so as not to get out of business.
Show your customers what they think of your product to reinforce buyers' choices – this will help you gain trust. This is something that ContactMonkey does well.
ContactMonkey goes beyond the results and shows who its customers are and what they do:
Photo courtesy ContactMonkey
For a potential user, this is reassuring and there is a guarantee that they will get value for money.
Key factor: use UGC to reassure new buyers that they made the right choice. It builds trust and loyalty, which leads to recurring payments.
Create a content library
Ecommerce purchases made on mobile are expected to grow to 72.9% by 2021 – a scenario that will accelerate the pandemic. Several elements influence a potential customer's purchase decision on a mobile device. One of these is a library of related content in the business niche.
Example 3: sleep junkie
Content can be of great use, especially when it helps you answer questions potential customers ask on Google.
It's easy to assume that there's not much that can be researched about sleep, but people are actually curious about this topic. And Sleep Junkie has a blog post on the same topic:
Do your readers want to read about it? A quick search on Google with the keyword "Sleep Facts" confirms this in both the search results and in the "People Also Ask" section. The same trend is also shown in the "Related Searches" section.
Sleep Junkie found the content that audience is looking for, so it can double up to take potential buyers to the next level of the funnel, resulting in more sales. Our verdict? Even without customer testimonials, you can gain their trust if you know what your potential customers want to read and answer in your content.
Key Factor: Find content that your audience loves, then improve it or produce similar content. It helps you earn their trust because they know you are listening to them.
Example 4: Buzzsprout
Buzzsprout asks its customers to share the lessons they learned while expanding their podcasts. Then they put the answers in a blog post on their website. When potential customers read this content, they are more likely to trust the Buzzsprout product because they are being advised by customers rather than by the company itself.
Key factor: Send out a survey and ask customers to share their thoughts on a common challenge and how to overcome it with your product. Publish it as a blog post, then promote it to your leads.
Increase the reach and growth of social media
2.4 billion Facebook users spend almost an hour on the platform every day. Given that 30% of these users are discovering new brands on Facebook, using UGC to make a memorable first impression will help you gain their trust.
With UGC, you can find out what topics your target audience is interested in, what weak points to focus on, and what goals to address in your ads, campaigns and landing pages in order to improve your conversion rates.
Example 5: Cubefunder
Customer testimonials, pictures and videos are displayed on the Cubefunder landing page. When you run paid ads on this page, they should use the same testimonial and image or video to ensure consistency between ads and a landing page.
Photo courtesy of Cubefunder
Key factor: If you are using UGC to serve ads, make sure your ad copy and landing page are the same. Also, the images and colors should be similar to maintain the appearance.
Example 6: LMNT
The purpose of social media is to connect with a faceless, apathetic brand that's just filled with advertising. Brands on social media should have a personality, especially one that connects emotionally with their audience.
LMNT launched a campaign in support of the front line amid COVID-19. The LMNT team posted a series video of themselves on social media, thanking the frontline staff and asking viewers to send an email about the frontline staff's situation in their region. In response, the LMNT team distributed more than 350,000 stick packs to these professionals to demonstrate their support.
In addition to building brand awareness and converting consumers, the campaign created a deeper connection and lasting impact with both consumers and frontline employees:
Photo courtesy LMNT
If you have already used UGC for your business, it is easy to sense that you have reached the potential to gain trust and increase sales. However, take note of these brands and grow your UGC by using them to connect with prospects, build a content library, and increase your reach and growth on social media.
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