user-generated-content

Get more from your user-generated content

Posted on September 6, 2011 · Posted in Content · BY: Amir Farid

Most brand and retailer sites have some function for collecting user-generated content, but many of them miss out on business benefits by not using that content fully. This is a huge lost opportunity, as user-generated content can put you in touch directly with consumers of your products and services and help you learn about their attitudes towards it. Here are some ways you can get additional value out of your content.

1. Improve your digital marketing

Customer voices have impact far beyond your web page. Use UGC in email campaigns to increase open rates and click-through rates. Include it in banner ads and Google AdWords to create more effective advertising.

2. Turn positive feedback into campaigns

Listen to what your customers are saying that they like and use their words to create acquisition campaigns focusing on those benefits.

3. Use negatives to improve

Negative reviews can be a powerful tool. Smart retailers use them to drive their merchandising and manage catalogue content. Manufacturers use them to improve their product features and quality.

4. Take reviews in-store

User-generated content can influence purchase decisions in stores as well as online. Add ratings and review snippets to shelf tags to boost in-store conversion. Or provide access to reviews on mobile devices using barcodes on the products.

5. Take it social

Make it easy to share user-generated content on social networks and integrate it into your FaceBook page. Use the social ground to facilitate product discovery by preempt users to find products that are highly targeted to their friends.

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Amir Farid

Creative SEO Director at Umbrella Interactive Ltd

Amir Farid is the Creative SEO Director of Umbrella Interactive Ltd. Based in Rochdale, Greater Manchester, Umbrella Interactive provides online and digital media solutions to SME’s and start-up businesses. Umbrella Brands include Umbrella Host, SEO Umbrella and Umbrella Web Studio. You Can find him on Google+

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@UmbrellaWebStud

We are a full service #DigitalAgency based in #Rochdale, Lancashire specialising in #WebDesign, #MagentoDevelopment, #SEO and #PPC

The slow death of Flash continues #GoogleChrome https://t.co/fCgTc2tA2w https://t.co/9mMe3vA3E9 – 5 months ago
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