It’s no secret that user-generated content (UGC) is a valuable marketing asset to build trust in your brand, drive sales, and broaden your customer community. The stats also back it up; 41% of consumers only need to see between 1 and 4 UGC reviews in order to be influenced to purchase, and 84% of consumers say they trust peer recommendations above all other sources of advertising.
But, did you know you can also use UGC to improve your Net Promoter Score? Here’s how:
NPS & UGC: How They Relate
NPS gives you a bird’s eye view of your brand’s performance that sees beyond sales volume by focusing on loyalty and willingness of customers to recommend your product or service.
While sales volume gives you a snapshot of product performance, your customers might just be indifferent, or “passive,” customers or detractors (unsatisfied customers) in the making. When you track NPS, you can make the necessary adjustments in your product or marketing tactics to convert detractors to promoters. Promoters are customers with a high NPS score — pay attention to these ones since they are more likely to refer others to your brand.
Knowing your NPS also helps you get to know your brand’s biggest fans, your loyal customers. This is where UGC comes in; you can use your most satisfied customers and the content they produce to promote your business. You’d be surprised at how willing they’d be to do that for a brand they love.
If you want a successful business, calculate your NPS and implement strategies to transform your customers into brand advocates.
4 Ways to Use UGC to Improve NPS
UGC has been proven to help brands create meaningful connections with their customers, and allows your shoppers to visualize themselves owning your product by being exposed to the authentic experiences of existing customers. Thus, you can leverage user-generated content to improve your NPS. When you actively engage with your customers and amplify their voices, they will be more inclined to help you in brand promotion.
How exactly can you use UGC to improve your NPS? Here are four steps you should follow.
Find UGC From Your Best Potential Brand Advocates
If you want to leverage UGC, you need to find and collect it first. The best people to create content for your brand are those who have used your product or service, and especially those who already share content related to your brand or product online.
To identify possible advocates and build your advocate personas, you can start by looking at what people are saying about you at the moment. This is a reflection of the customer experience. You may use social listening tools to find your mentions and gauge the overall sentiment about your brand.
Gather UGC by tracking your brand mentions, unique hashtags, and posts by your followers, or use an automated UGC platform like Pixlee’s that will automatically scrape the social media channels of your choice and provide you with posts mentioning your brand or product. From there, you can curate your favorite posts and easily gain the user’s permission to share that UGC on your website, in your marketing emails, on your brand’s social profiles, and more.
On their website and social profiles, nail polish brand Revel Nail encourages fans to use their unique hashtag, #YesRevelNail, to give the brand permission to reshare posts and use them for marketing purposes. The brand not only credits and celebrates its customers, but also engages with them in the comments of the post.
Your loyalty programs should reward your longest-running customers, thus turning them into brand advocates. They are in the best position to comment about your brand because they have a deep knowledge of your products. Encouraging them to share their stories through reviews or testimonials will give your brand even more credibility.
Amplify your reach
Your brand needs to reach as much of your target audience as possible, especially when gathering UGC. Your most loyal customers might know about your UGC campaign because they follow your brand, but most of your other customers may not be aware of it.
A successful UGC campaign starts with customer engagement. You need to engage your customer base through the channels where they are most active. Email marketing is a very effective medium for promoting a campaign, while social media is also a good source of UGC. In addition, you may use branded hashtags to create awareness of your campaign.
Best Coffee promotes its UGC collection campaign encouraging customers to share their home coffee setups through direct uploads to the brand’s gallery.
In another fashion, apparel brand Windsor urges customers to tag their brand and/or use the hashtag #WindsorStore on Instagram.
Use UGC to Attract and Celebrate Brand Advocates
Promote those ratings and reviews put out by your existing passionate customers. Give your customers a hashtag to trend on social media whenever they want to review your products. They should also tag your social media handle when using those hashtags. Whenever you notice such content, promote it by sharing it. You can even respond appropriately to the content put out by users.
UGC helps to generate engagement. When there is a trend, people interested or can relate to it often join in that trend. The more people are interested in the trend, the more they engage in it. As a brand, you can use user-generated content to get more promoters while also rewarding positive engagements you receive from your fan base of everyday customers. You can also do the same to users who engage in user-generated content by your current micro-influencers.
Athletics apparel brand HYLETE challenges fans to share their #FlexibilityChallenge in HYLETE clothes and tag the brand, encouraging UGC from customers while hopping on a popular trend.
Make Giving Feedback Easy
Feedback constitutes a significant aspect of user-generated content. As stated earlier, feedback can take the form of ratings & reviews, UGC posts themselves, comments, and more.. After you’ve set your UGC campaign in action, try to measure how well you are performing. Using a ratings & review platform like TurnTo gives your customers an easy way to share their feedback at different stages of the online shopping experience, such as their first impressions of your brand and post-checkout reviews.
Are more of your customers sharing UGC than at the start of your collection? Do your previously passive customers reply to your posts? You can answer these questions using your net promoter score.
Calculate your NPS before and after featuring UGC in your campaigns. If there is a significant increase in your NPS, you’re on the right track. Otherwise, go back to the drawing board and evaluate the earlier steps. You might also want to check if your customer advocates represent your brand well and whether you could amplify your reach successfully.
Not all feedback will be positive. However, you can resolve customer issues and still ask for a rating after resolving that issue. If you can fix the issue, you can get a good customer rating which could improve your net promoter score in the long run. Sometimes, bad reviews can be good, as they allow you to understand areas for potential improvement.
Most individuals trust UGC. People who have no stake in a brand, after all, will give an honest opinion about its products and services. In other words, UGC can help build your brand credibility.
But that’s not all UGC can do. UGC can help build more meaningful brand connections as you interact with your loyal customers. As a result, you improve your Net Promoter Score, which measures the willingness of your customers to recommend your product or service to others. UGC gives you more brand promoters who can help you reach your marketing goals.
Nicholas Rubright is the communications specialist for Writer, an AI writing assistant designed for teams. Nicholas has previously worked to develop content marketing strategies for brands like Webex, Havenly, and Fictiv.