March 03, 2017, 2:23 pm
Earlier this week we shared Part One of our blog with two ways brands can effectively repurpose user-generated content (UGC). We're here to share two more ways you can boost loyalty and engagement, all while saving time and resources through UGC.
1. Your Website and SEO
Repurposing UGC on your website is beneficial for two main reasons: purchase decision and product discovery.
According to Bazaarvoice, “86 percent of millennials say that UGC is generally a good indicator of the quality of brand or service.” And “84 percent of millennials say UGC on company sites has at least some influence on what they buy.”
When potential customers come to your site, they will be most persuaded by UGC that shows off your brand and or by authentic reviews from customers who are already using your product. Ultimately, people want to be reassured by everyday people who have used your product - in fact, “44 percent of millennials trust experienced consumers when making a purchase decision.”
Curate top customer testimonials and feature them on your website. The more UGC the better - sites with UGC saw a 20 percent increase in return visits and up to a 90 percent increase on time spent on the site.
But that’s not the only reason why more UGC, and reviews specifically, is better. With SEO being one of the most important marketing strategies of 2017, why not put the two together? “48 percent of consumers say UGC is a great way to find new products, and 25 percent of search results for the world’s 20 largest brands are links to user-created content.” When you look at the Google algorithm and reviews alone, Moz attributes an 8.4 percent contribution to review signals.
Plus, when you’re constantly refreshing your website, search engines stop by your site more frequently giving you the opportunity to achieve higher SEO rankings more often. With UGC, you’ll have an inexpensive and quick way to keep your site fresh with content consumers will actually trust.
Check out this example from Baby Orajel's Homeopathic Teething Gel
2. Send in Email Communications
Although marketing tactics are constantly changing, one form will likely always be relevant: email. Research shows that “77 percent of consumers prefer email marketing communications.” But no matter how many emails marketers send, it’s sometimes hard to get the relevancy it right. If you’re looking to boost your open and click-through rates, try throwing in some UGC to your next email communication.
Studies have found that “user generated content in email sees a 43 percent increase in click-through rates and a 2-3X conversion rate.” This means UGC exposes a larger audience to real-life testimonials of your product in a quick way.
Do you have other ideas for ways brands can repurpose UGC? We'd love to hear them! Tweet us @sml360.