B2B folks, take note. Your B2C counterparts are reaping major rewards from a new fact of life known User Generated Content (UGC). We’re talking reviews, responses, and all the other forms of feedback that consumers are providing in ever-increasing numbers to these consumer-focused business entities. Make no mistake about it. UGC is now a high powered magnet drawing tons of traffic to product pages. Not surprisingly, Google is playing a major role in this phenomenon. You see, the big G actually has a preference for UGC over traditional content when it comes to search engine results.
True, B2B marketers already have tapped into UGC potential. But this group definitely has some catching up to do. Here are some ways for B2B members to become winners in the new game of content generation.
1. Encourage reviews and Q&A. Naturally, you’ll want somebody in charge. So peg an able body to keep tabs on quantity and performance. Not only are reviews and Q&A the two most prominent social tools, they’re very low-risk.
2. Ask and you shall receive. Fire off two post-purchase emails. One within two weeks of the sale, and the second about a week later to those who don’t respond. Make sure to identify all your contact zones, such as your company website, to invite UGC. For some reason, only a handful of B2B entities currently solicit and publish testimonials, references, and other feedback on their sites. Big mistake. And the Google penalty will be stiff.
3. Speak the native language of your customer. Rather than a review, ask for a testimonial, reference, or feedback. Whatever is appropriate.
4. Make it simple to send. Getting the word out to other purchasers of your product or service should be a breeze.
5. Go back in time. Invite customers you’ve sold to in the past year to provide you with a testimonial, reference, or feedback.
Well, this should get you started. If you have further questions about generating content for B2B, or any other marketing topics, feel free to send them our way. You can connect with The Young Company team at 949-376-8404 #205 or byoung@youngcompany.com. And be sure to follow us for the latest industry news and tips.
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