Tag Archives: narrative

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And the Winner is User Generated Content!

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Human beings are, most of us, risk averse. Before trying something new, many of us will do a background check to find out how those who’ve had occasion to use the service or product feel about the experience; and how do those who’ve used the whatever rank the degree of satisfaction it delivers? How does it look, feel, sound, taste, operate, or entertain you? Was the level of satisfaction 5-star excellent, a 10? Or was it 3-star not bad, a 6?

Before committing to try something new, many prospects are inclined to feel safer when they learn how those with user experience feel. So they find the book review, watch the movie trailer, see the celebrity chef cook during a TV guest spot; they’re on a decision-making mission. Similar behavior occurs in the B2B sector, with Freelance professionals, business owners and marketing specialists working on the creator side to manage responsibility for delivering informative, persuasive and memorable experiences to current or potential clients and others who visit company websites, social media accounts, podcasts, newsletters, or other marketing platforms that can influence a buyer’s journey decision-making mission. First person user experience reports can be influential when they are memorialized in comments or stories on social media platforms or as ratings on ranked reviewing sites; and their reach is long. It was recently reported that approximately 98% of consumers read online reviews before making a purchase—meaning that first-person user experience narratives can contribute to the decision-making process associated with the B2B buyer’s journey.

The level of website page views and social media site visits and engagement have long been a reliable barometer of audience interest and approval. Ranking sites such as Angi’s List, Google Business, Amazon or Facebook Reviews and Yelp that invite users to express how they feel about the service or product by awarding (or withholding) stars and/or personal comments have been another trustworthy barometer of audience approval. Not long ago, those who seriously contemplated doing business with a particular company were sure to check in with a go-to ranking site to obtain what they considered trustworthy feedback. But that was then and this is now.

You may have noticed that “grade inflation” has infiltrated popular ranking sites? Prospective buyers have become increasingly suspicious. How many of you have heard rumors about companies that pay advertising agencies to generate untrue reviews that award 5-stars for experiences that never took place? Furthermore, it was recently leaked that Artificial Intelligence-generated “customer” reviews are tainting ranking sites and diminishing trust. According to data from Pangram Labs, nearly 74 % of AI-generated reviews are fabricated 5-star fantasies. As you would expect, the credibility of review site rankings is dropping, the outcome of an unusual number of reviews on some sites that have received 5-star rankings. Freelancers and other marketing leaders are waking up to the fact that they must restore the credibility of user reviews. Enter User Generated Content.

UGC is original, from-the-heart, content that’s created by real life users of your service or product who are motivated to express what they consider an important assessment or other message about doing business with you. The primary creators of UGC are long-term clients and brand cheerleaders. Usually posted on social media accounts, UGC communicates deep admiration and trust for the product or service. It’s most often expressed in reviews or testimonials and presented in text or video format along with images.

In a B2B buying environment that a growing number of prospects don’t quite trust, thanks in part to the misuse of AI to create fake product reviews, plain-spoken UGC is like a breath of fresh air. Its presence can drive up to a 137 % higher purchase likelihood than slick and scripted agency produced content—because UGC is unquestionably authentic. In today’s digital marketplace, UGC has demonstrated that it is an effective component of brand credibility and capable of influencing buyer journeys and purchases for as long as it remains posted, establishing trust that stimulates positive word-of-mouth endorsements, repeat business, referrals and an increased customer lifetime value.

That’s why right now, Freelancers, business owners and marketing leaders would be wise to press the start button and introduce UGC reviews to your digital marketing strategy. What follows are tactics that digital marketing experts recommend to build a UGC campaign that will not only persuade your current clients to share their UGC success stories, but will also help participating clients to tell a story that resonates with site visitors who appreciate UGC content.

Make UGC seem easy and valuable to clients

It’s possible that a couple of clients will, without prompting, post UGC that is useful to your product, service and/or organization; but the impact will be more persuasive when there are several UGC posts that describe the positive and trustworthy experiences that result when doing business with your brand. To move things forward, you will benefit from outreach—specifically, a UGC recruitment campaign that invites happy clients to share the good news about your product, service and organization.

You can explore digital marketing agencies to discuss the scope and pricing of their UGC services, or you may choose the Do It Yourself option to build and manage your UGC marketing campaign on your own. Marketing experts recommend that a successful UGC campaign be presented as email marketing and that the most effective recruitment tool is a UCG review request, which is attached to the email. Develop a list of clients with whom you’ve recently done business and that you are fairly certain have had a positive experience with the product or service that was purchased. Ride the wave of good timing by inviting requests from those whom you expect the memory of their good experience with your brand is fresh, making the motivation to talk about the experience strong. A detailed, clearly expressed and enthusiastic narrative that is presented as text plus an image or two, or in video format, has the potential to become a powerful marketing asset for your brand.

Moreover, a good UGC recruitment strategy must be personalized and designed to make the client’s participation efficient and even empowering. Be certain to use a mobile-friendly, customizable UGC review response form that is easy for participating clients to complete and submit to you. Devise a simple but elegant email and review request form that enhances successfully completed and submitted responses.

You probably guessed that successfully persuading a client to participate is a thrill, but it’s only half the battle. The submitted review must tell a persuasive story in order to influence prospective clients. To create enthusiastic and clearly expressed content, it will be a smart idea to provide participating clients with editorial guidance. Define expectations by including some content suggestions that could enhance the quality of reviews. You don’t want a slick and polished description of the experience; rather, you want to help clients to remember and clearly express what mattered most to them. Consider suggesting the following:

  • Beyond the stars: Instead of a bland question to use as a suggested client response starting point for the UGC, such as “How did you like using (the product or service)?,” suggest instead a more personal and specific question, such as  “Did the product/service resolve your problem?” or “Did the product or service help you achieve your goal or fulfill your purpose?” Good questions help clients recall specific details that can demonstrate the credibility your future clients are looking for.
  • Visuals: Nothing is more powerful than seeing a product in a real-time setting. Client photos and/or videos are highly desirable and known to build trust and demonstrate authenticity. Client videos and images are significantly more effective than photos or videos produced by advertising professionals. Your review collection process should actively encourage the inclusion of visuals and simplify their uploading.
  • Incentives: Offering a small discount or loyalty points for contributing a review can increase participation in your UGC campaign. However, be transparent about it. The goal is to encourage feedback, not to “buy” positive reviews.
  • Reminders: Many clients intend to leave a review but may forget to complete the process. Who among us doesn’t need follow-up? A single, polite reminder sent 5-7 days after your initial email request can significantly increase the total number of reviews collected.

Review, manage, moderate

Once the reviews start rolling in, you will need a management system. Effective moderation gives site visitors, whether new clients or a devoted brand cheerleader, a trustworthy resource for current, prospective, or returning lapsed clients while enabling you to engage directly with your clients and build relationships. Avoid the mistake made by AI-powered reviews and post more than just 5-star reviews that are received. Displaying honest criticism that may arrive shows that you’re a transparent brand. The key is to have clear internal guidelines for moderation. You should publish nearly all legitimate reviews and only edit out spam or reviews that are off topic.

Display UGC reviews for maximum impact

  • Integrate social proof at every key touch point of the buyer’s journey. Don’t make prospects hunt for it.
  • Product pages: For e-commerce, product detail pages are must-have locations for UGC review visibility. Your product detail pages must feature a prominent reviews section. Key placements include a star rating summary directly under the product title and a complete review plus widget further down the page.
  • Homepage: The homepage is your digital storefront. Use a review carousel or a gallery of visual UGC reviews to build immediate trust with first-time visitors and showcase your most popular products through the eyes of customers.
  • Category pages: When a prospective client browses a category with dozens of options, reviews can be the deciding factor. Displaying star ratings directly on product listings on these pages helps users compare items and click through to products with strong social proof.
  • Checkout & cart pages: Even a small display of your overall site rating on the cart or checkout page can provide that final nudge of reassurance, helping to reduce abandonment rates.

Responding to reviews: Turn feedback into relationship-building conversations

Your job isn’t done when a review is published. Engaging with positive and negative feedback is an essential component of responsive, exceptional customer service; transparency and the willingness to address what needs to be improved builds relationships and loyalty. Responding to a negative review, while perhaps stressful, can turn a dissatisfied client into a loyal advocate.

  • Acknowledge promptly and publicly: Respond directly to the negative review so others on the buyer’s journey can see you’re willing to engage.
  • Apology and empathy: Show that you understand the client’s frustration. A simple “We’re so sorry to hear about your experience” goes a long way to overcoming disappointment and repairing a rift.
  • Offer a reasonable solution: Don’t just apologize; make it right. Offer a refund, a replacement, or a discount on a future purchase.
  • Take the conversation offline: Provide a direct contact email or phone number to resolve the specific details of their issue privately. This shows you’re taking it seriously while keeping sensitive information out of the public eye.

Finally, search engines love fresh, relevant content and what’s fresher than a constant stream of new client reviews? UGC is an excellent, often updated source of Search Engine Optimization goodies like long-tail keywords and natural language that real people use to search for products.

Thanks for reading and Happy Independence Day (July 4) to those in the US!

Kim

Image: © Alamy

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Storytelling Is the New Advertising

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Not long ago, advertisements you saw in newspapers and magazines were made to capture attention with style and flare. Whether those advertisements were from back in the day, or 21st century pop-ups that invade the screen on your device as you scroll through websites, ad copy displayed flawless visuals and meticulously phrased text, both carefully crafted to dazzle and persuade a broad swath of the ad’s target market viewers. But that was then and this is now.

In the here and now, tightly scripted advertisements appear to be losing their hold on audiences. The viewing public, some of whom are within your target market, are apparently tiring of what can easily be interpreted as ad agency engineered, focus-group tested and totally corporate. Your future clients, and maybe you, too, value what feels genuine, relatable, believable—authentic. Your future clients are hungering for comfort food served in a favorite neighborhood place, not a four- course banquet served in a grand, Michelin starred restaurant.

What future clients are increasing drawn to is storytelling—personal testimony that comes across as unscripted and communicates a set of values and guiding principles that inform how you conduct your business and and even personal life. The influence and impact of storytelling continues to expand and it seems to already have become the future of adverting in B2B and B2C markets.

Advertising experts call the emerging storytelling phenomenon the trust economy and it is winning loyalty (and wallets) with its apparently unrehearsed, believable, real first-person accounts that are overtaking the glossy ads of days past. For example, brands that feature storytelling by the company founder—maybe showing a clip that illustrates what’s happening behind the scenes or revealing that a percentage of company profit is devoted to a certain philanthropy and also explaining how the recipients benefit— are winning customers, growing their follower and customer communities and surpassing the usual results of traditional advertising. In today’s marketplace, authenticity—which is a defining ingredient of trust— has become real currency. Authentic storytelling is how you can earn it.

Maybe the rise of storytelling is a reaction to all those banner ads and pop-ups that clutter screens and have come to annoy digital audiences? Ad-blocker usage is high, especially among Generation Z (born 1997-2012) and Generation Alpha (born 2010-2025) cohorts, whose members show skepticism toward traditional advertisements. According to marketing researchers and thought leaders, authenticity is now a leading B2B purchasing driver, with prospective buyers more likely to buy from brands they perceive as transparent and real. This generational demand for “truth” means over-engineered marketing campaigns and content may no longer resonate with your target audience. But the apparently candid testimonials that typify storytelling are perceived as believable, authentic and trustworthy.

Powerful stories

On every continent and throughout human history, people with a gift for telling a story have held power in their community. We like hearing a good story that is told well. Stories told by company founders and even employees have a persuasive resonance in today’s marketplace. For example, entrepreneurs who share factors that motivated them to launch their business entity and tell the company origin story—and perhaps bravely admitting their struggles, pivots, or failures — create intimacy and relatability with their audience that neither impossibly glamorous models or bland-looking actors who were once the faces of hundreds of companies, smiling and spouting the official brand messages—cannot match.

Furthermore, traditional ads—TV, radio, print, or digital— are more expensive than ever and their returns are diminishing. By contrast, trust and authenticity-driven advertising (marketing) campaigns often require smaller budgets and deliver outsized impact in viewer engagement and word-of-mouth.

Storytelling, which is an outbound marketing strategy and therefore defined as a push promotional marketing tactic, is fundamentally different from the typical message broadcasting that defines outbound marketing, from television, radio, or print ads to sponsoring the holiday tree lighting in your neighborhood.

Expert storytelling invites the audience into a journey. Stories are a shared experience, personal and intimate and capable of making what is a transactional relationship—selling and buying— into communities of shared values and beliefs and whose participants can develop loyalty. Harvard Business Review notes that brands that present authentic narratives in their advertising and other content marketing activities see measurable improvements in consumer trust and loyalty. As well, Nielsen’s Trust in Advertising Report highlights that recommendations from “people like me” remain the most trusted source of brand information and vastly outperforms paid ads.

Build trust into marketing strategies

The core of storytelling is about developing a narrative that is believable and therefore resonates on an emotional level with audience members. The goal is to create a connection with your audience that inspires trust in and loyalty to your brand. A marketing strategy whose message prioritizes truth and has authenticity as its core delivers story narratives that your current and future clients will believe in. Your brand story, when effectively told, can connect with your current and future clients on a deeper level, providing feelings of belonging and loyalty. This emotional connection is crucial in building a lasting relationship between the brand and its consumers. When developing your storytelling strategy and choosing key elements to incorporate in the narrative, you might include:

  • showcasing not only the company founders, but also employees as storytellers
  • Sharing behind-the-scenes happenings with humility, honesty and maybe a touch of humor as well
  • Participating in social media as well as selected in-person community events or platforms to create opportunities that invite two-way communication with your clients, prospects and other followers
  • To evaluate the impact and outcomes of your storytelling marketing campaigns, measure not just impressions but also viewer sentiment, advocacy and engagement metrics

Develop your brand story

Storytellers may sound unscripted and in the strictest sense of the word, that may be true. However, effective storytellers, whether they are entertainers or entrepreneurs, know their talking points. They know the theme and purpose of the narrative. They know how to present the story to the audience and make it capture attention and flow. In other words, creating an effective brand story requires careful consideration. Here are key elements to keep in mind:

  • Know your audience: Understanding your target audience is always essential in public speaking. Make a list of what you feel represent your values, guiding principles, priorities and purpose and consider how they impact the company. You may also want to include challenges and pain points and a reach-for-the-stars goal or two. Tailor your story narrative to resonate with your audience.
  • Clear message and purpose: You don’t want to rant, you don’t want to humble brag. You must have a purpose, an objective, that can lead you to devise a compelling story. Your story should have a clear and concise message. Avoid overcomplicating the narrative; focus on the core message you want to convey, keeping it simple. You should have a Call to Action—what do you want your audience to do—maybe make a purchase, so that they can feel philanthropic by knowing that a portion of each sale will be used to fund a worthy cause, e.g., a healthcare or educational organization?
  • Authenticity: Authenticity is crucial to storytelling. Your clients can easily detect inauthentic narratives, which can damage a brand’s reputation. Ensure that your story aligns with your brand values, company vision and mission.
  • Emotional appeal: Incorporate elements that evoke emotions. Whether it’s joy, sadness, inspiration or nostalgia, an emotional connection can significantly enhance the impact of your story.
  • Organize the narrative: Your story must have a beginning, middle and end. It must have an intro that intrigues viewers and a conclusion that inspires them. A Call-to-Action will tell them how to direct the emotions your story has built up; it creates a common purpose among audience members and is a bonding and community-building experience.
  • Visual and verbal aspects: Combine visual and verbal elements to create a cohesive and immersive experience. Use imagery, videos and written content to bring your story to life.

Thanks for reading,

Kim

Image: © Alejandra Brun/ Agence France-Presse for Getty Images. Charles Robinson, member of the Choctaw tribe (AL, LA, MS, OK), dances during his storytelling presentation in Lima, Peru, August 2003

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More than Noise: PR Takes Your Brand to the Top

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There are several ingredients in a recipe that results in the creation of a successful business and a good reputation is surely one of them. Reputation, more commonly known as the brand these days, is also comprised of several ingredients and a savvy public relations strategy is one way you can influence the perception of your entity’s brand reputation.

A well-conceived and executed public relations campaign has long been recognized as one of the most powerful strategies available for building a successful brand reputation. The goal of PR is to shape and manage a brand’s reputation and credibility by employing selected media outlets to reach target audiences and cultivate a favorable impression of the brand. Because the perception of a company’s brand influences the degree of success that it achieves, a favorable brand reputation will help position a company to grow and prosper.

Launch a PR campaign for yourself and/or your company by contacting selected media outlets and sending information about an activity in which you (and by extension the company) will participate, or another story line that may interest the outlet’s readers, viewers, or listeners. In a written document known as a press, or news, release, include the basic facts of your story, a brief bio of yourself and your company and a professional-looking photo of yourself. In a day or two, follow-up with the recipient of the press release to gauge the interest level in the story and the possibility of its inclusion in a future issue or broadcast.

An effective PR strategy

By using a strategy of targeted messaging campaigns designed for print media, digital outlets including webinars, videos, or podcasts, speaking engagements and other personal appearances, plus the interaction encouraged by social media engagement, companies and individuals have numerous options for enhancing the perception of their brand within the target audience. Effective and consistently orchestrated PR campaigns create conditions for brand awareness and loyalty to take root over time.

To structure an effective PR campaign specific objectives, messages that resonate and media outlets that are trusted by the target audience and appropriate for your campaign messages and objectives, are critical factors. Knowing target audience motivations for using your company’s products or services provides the campaign talking points. You can tailor PR messages around themes that align the brand narrative with important concerns of the audience. Make sure that your PR messages are clear, concise and consistent across all media outlets used.

A persuasive brand narrative

An important feature in a successful PR campaign is developing a brand narrative that engages your target audience while also differentiating your company (and you) from competitors. To be persuasive, the brand narrative must be perceived as authentic. Drafting a persuasive brand narrative requires that you first identify and define the core values, vision and mission of your organization and second, that you understand what target audience members expect to achieve or solve when they use your company’s products or services. Showcasing the unique qualities and value proposition that distinguish the company, individual, or product from competitors is also integral to developing a persuasive brand narrative.

Again, the brand narrative must feel authentic to the target audience. Authenticity in PR messages enables the development of lasting relationships by building trust through communications that reflect the individual’s or organization’s values. A consistently communicated brand narrative can eventually come to embody the brand reputation. In that way, effective PR becomes the secret sauce that enhances your company’s reputation and renown in a noise-filled, hyper-competitive business landscape.

What is newsworthy?

Regardless of the size of your business, obtaining (positive) media attention is possible and highly recommended. Editors, publishers and hosts choose the stories or guests they’ll spotlight based on who and what can be expected to generate an audience. The best way to determine newsworthiness is to consider the media outlet’s audience and what might be of interest to them. Will your story or information grab their attention? Below are typical factors that impact editorial decisions.

Impact. A story or person that appeals to many readers, viewers, or listeners and is therefore expected to attract a sizeable audience or many clicks is considered impactful. Estimate the impact that your story will have on the media outlet’s audience.

Human interest. Connecting with the audience emotionally is an effective way to bring attention to a story. A story or guest that is relatable has the power to attract a good audience.

Relevance. How important will your story be to the audience? In your press release and in the first sentence of your talk or article, can you share one or two surprising, if not shocking, facts that will grab audience attention?

Prominence. If prominent people or organizations do business with you and your company, media gatekeepers may assume that their audience wants to learn how you captured the attention of VIPs and that could lead them to include your story.

Timeliness. Your information or story will be more readily accepted if the action will either take place in the near future, or happened recently.

Scale PR for small business

The best PR can’t be bought (without a generous budget), but affordable and effective PR strategies and tactics can be designed to fit within most budgets. Social media has found a place in PR because the medium allows brands to interact directly with the target audience, encouraging an immediacy and relatability that audiences find authentic and conducive to building sustainable brand loyalty.

Be advised that incorporating social media into your PR campaigns is most effective when you follow regular posting schedules designed to keep fans and followers engaged and informed with meaningful content. Your postings may include updates on a talk you’ll give, a webinar you’ll host or participate in, best practices updates for your products or services, your most recent blog or newsletter post, or your thoughts or experiences about trends in your industry.

Thanks for reading,

Kim

Image: © Ron Galella. Jacqueline Kennedy Onassis and celebrity photographer Ron Galella on Madison Avenue in New York City (1971).