User-generated content (UGC) is defined as any type of content created by users of an online platform, whether they are individual consumers or business representatives. This type of content results in others promoting your brand rather than your brand promoting itself. Content can range from product images, blogs, tweets, videos, reviews and other social media posts. Quality UGC can be shared or repurposed to highlight the user experience in your marketing outreach. Sharing this content can increase engagement, allow for more variation in content, and build brand advocacy, visibility and credibility.

The Transition From B2C to B2B Audiences

UCG plays a huge role in B2C marketing. Consider this: 86% of millennials say that user-generated content is a good indicator of the quality of a brand. Platforms like Instagram, with 500 million daily active users, and Snapchat make posting, tagging and interaction easy for all users. Many brands are harnessing their consumers’ ease of access to create this type of content. However, UCG doesn’t have to be limited to the most popular social media in the B2C space.

Tips and Tactics for Utilizing User-Generated Content

There are many creative ways to utilize UCG in a B2B marketing strategy. We’ve compiled some ideas to get you started.

1. Encourage customers to share photos and videos of how and where they use your services or products in the real world.
2. Build campaigns that encourage users to submit content. For example, feature contests or giveaways for user-generated contributions.
3. Create surveys or ask questions on social media platforms such as Twitter, Facebook or LinkedIn to gather insights or data, and highlight the most relevant responses.
4. Showcase your company’s culture during external events or less formal internal gatherings.
5. Share customer success stories using images, video and their own words.
6. Feature brand advocates and employees who represent your company’s vision and mission.
7. Ask clients to rate and review your services on appropriate platforms.
8. Encourage employees to share photos of special events, company culture or other important aspects of your organization.
9. Repurpose user review content into testimonials or blog content.
10. Create an FAQ page that addresses common questions and concerns on your website.
11. Respond to user reviews and address concerns, comments or compliments.
12. Participate in forums, comment sections and other online communities to promote user interaction.
13. Utilize social listening applications such as Sprout Social or Hootsuite to stay on top of what users are saying about your brand.
14. Always provide credit and link back when possible to encourage sharing and mutual link-building.

UCG and the Sales Funnel

Today’s B2B buyers put a lot of emphasis on the professional opinions of others when making a purchase decision. Therefore, UCG is essential to moving prospects through the sales funnel. Also, UCG creates a sense of community, provides insight into your target market and grows trust and thought leadership within your industry. Whether you use social media, email, surveys, website call-to-actions or more, create avenues for your customers to interact with and promote your company. Encourage continued engagement by interacting with your audience consistently, addressing their concerns and questions and celebrating their successes. What are some unique ways you have leveraged UCG in your marketing strategy?