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When it comes to content creation, the stakes are high. Experienced marketers know content can be the make-or-break factor that determines campaign success.
But what if you didn’t have to create it yourself?
“Amateur” content created by those in your audience could potentially attract marketing results that rival professionally written blogs, social media posts, or ads.
In fact, 9 out of 10 consumers report that user-generated content influences their purchasing decisions. Ready to take advantage of it yourself? Let’s get started.
Original content created by influencers can become the driving force behind lead generation and brand awareness. (Image via Pexels)
User-generated content is content created and published by your audience.
For example, a customer buys a bouquet of roses at a local flower shop. They take a selfie with the flowers and post it on Instagram, tagging the flower shop.
Not only will the flower shop be notified of the post, but the photo itself serves as its own kind of marketing, letting followers know what the product is and where it can be found.
UGC can exist in many forms, including:
Customers aren’t the only people who can create UGC. You can also get excellent original content from employees and influencers.
Authentic content generated by employees can help increase brand awareness, tell your company’s story, and strengthen the connection with the target audience.
Original content created by influencers can become the driving force behind lead generation and brand awareness. But you don’t necessarily need to partner with an influencer to create content that advertises your brand. Sometimes, if they enjoy your products and services, they may promote them for free via UGC.
Leveraging user-generated content is a word-of-mouth marketing tactic. Your customers and clients become brand ambassadors, recommending your products and services to others.
These days, 90% of consumers say they’re more likely to trust a brand if it comes recommended by another consumer (even if it’s a stranger).
Pro tip: With the pandemic increasing how often we find ourselves online, Search Engine Land suggests UGC is as important to explore as ever.
Think of UGC as part of the “show vs. tell” mindset. It’s not your company bragging about how great your offerings are, it’s coming from other happy customers.
Along with the authenticity factor, key UGC benefits include:
The best part about UGC is that it’s usually free. While it may take a certain effort to encourage, source, and leverage this type of content, it still has a high potential ROI.
While UGC seems like a perfect way to advertise your brand, it’s also true that this content creation is outside of your control. It comes with a few downsides, such as:
Pro tip: Google has its own guide to user-generated content, with tips to help you incorporate it into your own campaigns.
Always acknowledge your audience’s content and tag them if possible when you repost their original content as a way to show appreciation. (Image via Pexels)
Arguably, the toughest part about leveraging user-generated content is sourcing it. While you can’t force organic content, there are a few ways to encourage it:
Encouraging user-generated content is only half the job. To amplify its reach and influence, consider these tactics:
Pro tip: If you decide to repost, repurpose, or reuse UGC, make sure to ask explicit permission from the creator.
User-generated content can be an authentic and highly effective digital marketing resource. By leveraging content from your audience, you’re leveraging word-of-mouth marketing to bring more high-potential clients to your virtual doorstep.
A smart approach to UGC can help you build brand loyalty, generate leads, increase conversions, and improve marketing ROI.
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