How To Get Your Customers To Post Amazing Content About You
In the marketing world, it’s called user-generated content. Translated to real world speak, this is where you have a brand SO GOOD that your customers take to Instagram (or Youtube, or twitter or TikTok…) and post about you.
This kind of recommendation is invaluable, with word-of-mouth marketing touted as THE most effective brand awareness method. In fact, a Nielsen report found that 92% of consumers believe suggestions from friends and family more than advertising. That is major.
But how to persuade them to post about you? After all, your Everyday Sarah or Average Joe doesn’t use their social media to talk about products. This is part of the reason why when they do, it’s so much more effective (listen up influencers!) as a recommendation because their friends and family believe they are genuinely that excited to post, it MUST be good.
So, after you’ve read my 10 Tips On Instagram Marketing For Small Business; here’s what you need to do to get your customers to post AMAZING content about you….
1. Make Sure Your Customer Experience is EPIC.
That’s EPIC with all capitals. Because if your business is providing an average service or run of the mill product experience, then why would someone talk about you?
That’s why, before you do anything else towards creating your word of mouth marketing strategy, you need to focus on your customer experience and make sure it’s slick AF.
Remember, trying to get people to refer their friends and family to your business is almost impossible if they had a poor experience.
Your customer will have an EPIC experience when:
- Your product rocks
- Your order process and UX online (or in store/in person) is seamless
- You go above and beyond for your customer
2. Set Up Word Of Mouth Triggers
There’s no use in just hoping people will talk about you or post about you, even if your customer experience is Epic. You have to put strategies in place that actively tell them to post about their experience.
Whether it’s in an email asking for a review, or as part of a your product send out – make sure you’re asking for referrals from your customers.
3. Encourage User Generated Content
According to an Adweek infographic, 85% of users find visual UGC more influential than a brand’s photos or video content.
User generated content also has the benefit of Social Proof . Here’s how Social Proof is defined on Wikipedia:
“Social proof is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behaviour for a given situation.“
Basically, when people see others doing something or buying something; they assume it’s good and do it too.
Therefore if you have hundreds or even thousands of people posting about you, you are generating brand awareness AND social proof for your brand. It’s an absolute powerhouse combo strategy.
But – what if your audience IS posting about you, but their content sucks? Let’s face it, not everyone is a professional photographer or content creator so it’d be pretty steep to expect every customer to provide unbelievable content for you.
So to get your customers to post truly AMAZING content about you, here’s a strategy that works all THREE of the above points into one big UGC machine:
THE REPOST REWARD Strategy
The Repost Reward Strategy is simple. Ask your customers (WOM trigger) to post about you (UGC) and you’ll REWARD them if you repost their content. The reward you offer could be a discount off your service or product, OR it could be a major prize – this all depends on your budget.
The fact is, you incentivise them to post by offering the reward and you EDUCATE them on how they’re more likely to be reposted with clear instructions for what you’re looking for.
Here are some essential tips for them to create content that looks great and you can re-use on your feed for amazing UGC and social proof.
1. GET THE LIGHTING RIGHT
‘Lighting is life’ is the quote that floats around Vibal HQ when we talk about getting a perfect shot!
Natural light is key, make sure when taking your images you choose the right time of day, such as the golden hours of early morning or late afternoon. This is when you get a delicious glow and there’s no harsh tones or uneven patches and shadows.
2. FIND A NEUTRAL BACKGROUND
A Neutral background such as a clean, crisp white wall is the way to go. A white wall will fit into most brand’s feeds and allows the focus and attention of the shot to be on the customer holding your product.
If white walls are an impossible find, choose a minimal, neutral backdrop – no bins or toilets in the background PLEASE.
3. LESS IS MORE
The focus of the image (aka customer + product) should be clear and without any unnecessary distraction. Simple styling works best – always.
If you give your audience clear instructions for what you’re after in order to earn a repost, and offer a decent incentive as well as a BANGING product – then why wouldn’t they go the extra mile for you?
Want your customers to post amazing content about you?
As a marketing strategist, I can help! Want to run some ideas past me, or looking for a tailored WOM strategy for your business? Get in touch today!