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