Effectively create consumer trust with authentically generated customer content
Customers are spoiled for choice when looking to purchase a new product or service, so how can businesses stand out in the crowd?
John Doe
Co-founder | CEO | Senior Marketing Manager
22 June, 2023 • 2 min
As a customer, do you trust corporations over family and friends?
As a customer, do you trust corporations over family and friends? No, not many people do… We all trust a recommendation from family, friends or those in likeminded groups. Yet almost all advertising is made up of unsubstantiated claims. Today’s customers are doing what they always have, trusting other customers!
People trust other people, and usually it's people who are just like them.
It’s simple, the potential customer of a product or service has more in common with a customer of that same product or service than almost anybody else. They are solving the same problem, or satisfying the same need. Therefore, they have more in common with each other than your staff, your agency, your management team, your accountants, your HR division and your lawyers… So why don’t we hear from more of these people? Why are they hidden? Why isn’t a small amount of advertising budget deployed into generating authentic user generated content and securing your primary spend?
In a digitally connected world it’s never been more important to ensure your potential customer meets your last customer.
So, what does all this mean in terms of consumer trust?
Customer-generated content validates your marketing claims.
It means to stay ahead of the curve you need to effectively deploy authentic customer-generated content.
Authentic customer content showcases the “human” side of your business. It is real. It is trusted. Without it, you could be doing your business a major disservice.
The more of this content you have, the more you can influence like-minded customers. Not only nationally but locally, in local regions, to local people. To real humans, with real problems and desires. Just like your last customer.
Our data shows how important customer content is when consumers are considering whether to trust your business, products, and services. Campaigns with real user content have a higher audience engagement, convert more sales, and retain higher margins at the point of sale.
Taking advantage of authentic customer content is critical to consumer trust and sales in modern-day marketing.
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