USER-GENERATED content is pure gold for any business.
Let the customer do the work for you by creating brand assets.
This can be a photo of them holding your product, a post of them posting about your products on social media, a video of them doing a video about using your products.
This type of engagement deserves a reward – and that comes at the end of the post-purchase email sequence.
“We send an email that says, ‘We’ll give you a $10 gift card to our store if you shoot a video and tell us why you love our product and why you love us’,” Ezra says.
“And we get a lot of people giving us videos that we then use for ads.
“We use this on our landing pages, so we incentivise people to give us videos.
“This is the user-generated content: assets that your user could generate on your behalf and we’re requesting those.
“Email 12, Day 18, we say, ‘Every month we run a social contest, and we give away a product. The way to enter this social contest is to post your picture and hashtag it’.”
- promote monthly giveaways
- encourage them to engage with the giveaways
- promote the company’s social channels
- request photos of customers using products that then can be uses in ads
- create social proof with customer photos giving directions for the photo contest
- spread brand awareness
- build goodwill with the best customers.
All of this links to Facebook and Instagram where customers can upload a photo and hashtag it, as well as linking to Facebook Messenger and the customer service email.
And customers will never cease to surprise you.
One BOOM! customer wrote and sent in a poem about ageing. The company asked the customer for permission to use the poem as a quirky blog post.
That turned out to be one of the company’s most popular posts to date.
User-generated content also can include all-important surveys.
Ask the question in a post-purchase email: “Do you have a minute? We could use your help”.
Make the survey easy to complete and tell customers why the survey is important.
Ezra says companies can learn so much from a customer survey: why they bought from you, what other brands they considered, how to improve marketing and your brand, what products they might want you to produce.
But avoid multi-choice answers: little meaty information comes from those.
Instead, ask questions such as: What can you tell us about yourself? Why did you decide to buy from us? What hesitations did you have before buying? How can we make your shopping experiences better? What other brands would you consider? What new products would you like us to add? Anything else you want to tell us?
“You let them talk and then you have these populate to a Slack channel or to your email and you read every single one of them,” Ezra says.
“Your business will improve from this. If you don’t do this, you’re missing out on the best data you could possibly have, which is real content from your buyers about what they want from you and how you can do better.
“It’s incredible how many people are not doing customer surveys.”
Blog Post created from Ezra Firestone’s DMDU Connect LIVE 2020 Presentation.
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