If you have been following our blog, you know by now that reviews, or user-generated content (UGC), is becoming more and more important to attract new customers and to retain existing ones. In fact, 35% of customers say that they wouldn’t buy a product if it has no reviews! Therefore, making sure that you optimize your user-generated content should be a priority! Read below to find out what mistakes to avoid and what not to do in order to succeed in the UGC industry.
Not using user-generated content at all
The first and most obvious thing NOT to do is to not take advantage of the user-generated content. Your clients want to give you reviews and they want to contribute to the industry, but by denying them access you will only alienate them. Your customers will always want to review you, but if you don’t give them the opportunity to on your website, they will simply do so elsewhere. And thus you will have no control over what is being said about your company, products or services.
Not replying to your customers’ reviews
Another big no-no in the user-generated content industry is to have reviews, but not to reply to them. The time when companies are just focusing on their production and ignoring the outside world is gone. You need to constantly monitor your reviews and what your customers are saying about you and reply to them. This includes positive reviews, but even more importantly negative reviews! No company is immune to receiving negative reviews or low-star ratings, but what matters is how you are going to handle the situation. Make your customer feel heard and appreciated by telling them that you will investigate the issues. However, don’t just send them a standard copy-paste answer of “we are doing everything possible to fix your problem”! Actually, investigate what the problem might be and work hard on solving it. Once you do, inform all your customers that you have made changes and improvements based on their feedback and watch your online reputation improve!
Not asking for feedback
It is no secret that customers nowadays want a deeper connection with brands. Therefore, it is one thing for your customers to leave you reviews, but another to actively ask for it! You need to ask your customers for a review after every purchase or every business to your business. You can also send them survey requests, but you will need to find the right frequency. After all, you don’t want customers to get a “survey fatigue”.
Not being active on social media
Many companies fall into the trap of either not having social media accounts at all, or not allowing any reviews on them. By being active on social media, you can get closer to your customers and interact more freely with them.
You can also organize contests on social media where your followers need to post the most creative pictures of your product in return for a small discount or a prize. Moreover, you can also give your campaign a hashtag, which will popularize it and gain your more followers. You will be amazed how much more brand recognition you will gain by simply optimizing your social media accounts.