How to Target B2B Customers with User-Generated Content Marketing?

Did you know that 93% of consumers find User Generated Content to be helpful when making a purchasing decision? (Source: AdWeek)

User Generated Content is the practice wherein your users or clients create content for you, and you just have to organize the collected content to publish on your website or other online platforms.

Previously it was much believed that the practice is solely successful for e-commerce industry, but this is not the case anymore. Many B2B brands like Buffer, Hootsuite, and Adobe are winning with their UGC marketing strategies and so can you. Below is everything you need to know:

1. Surveys and Research papers:

B2B buyers believe in the authenticity of information. They look for value in what you provide them and thus are more likely to link with your brand when you offer them your latest findings.

Do some industry-specific surveys. Create a well-structured survey keeping in mind the needs, challenges, and goals of your clients. Customize it if required. Send these surveys to your long-termed or a few new clients. Collect the results and use this data as exclusive research from your company.

The statistics and other information gathered in the research can be used in blogs, articles, infographics, whitepapers, or other forms of content. It gives the users a proof of credibility regarding your services.

2. Online Reviews:

Where surveys and industry-specific research displays you as an expert in the industry by giving authentic value to your content, online reviews and testimonials provide the users with an assurance that your services are reliable. People tend to believe more what their peers say, and it builds a sense of trust in them.

61% of customers read online reviews before making a purchase decision (Source: Econsultancy).

So, leverage the power of online reviews and testimonials. Dive deep into some previous data or collect some new, organize it, and showcase on your company website or social media channels. Video testimonials are one great way of doing it.

51% of buyers trust user-generated content over information on your brand’s website.

#Tip: It’s always better to ask for feedback or reviews shortly after the completion of a project with a client. To save time and to cut the overhead costs, you can also make it automatic.

3. Visual Content:

Human mind absorbs visuals better and quicker than plain text. This can be applied while featuring user-generated content on your website or other online platforms.

The Instagram page of IBM is one brilliant example of using visuals in user-generated content. They often post images of their customers using IBM services or products. Such posts get to engage a broad reach of audiences and bring massive numbers of likes.

B2B brands like Adobe is another example of using attractive images and videos in their content:

Thus, infuse visuals in the user-generated content and entice more customers.

4. User-Generated Content in emails

Emails are and will always be one among the most trusted and widely-used practices of B2B marketers. Then why your B2B mailing lists should be left behind when implementing user-generated content to interact with existing or potential clients?

Incorporate various forms of content generated by your users in marketing emails and send to your new or potential clients.

Including an authentic review or testimonial in your emails will give more assurance to the viewers about your services and solutions.

Remember, your new or potential customers are more risk-averse than your loyal clients. Adding reviews in emails will foster trust in them which is required to build a long-termed relationship with them.