How can you use user-generated content in B2B marketing?

1 Why UGC matters for B2B

Unlike B2C, where consumers often make impulse purchases based on emotions, B2B buyers are more rational, research-driven, and risk-averse. They need to justify their decisions with facts, data, and evidence. That's why UGC can be so effective for B2B marketing, as it provides authentic, trustworthy, and relevant information from real users who have experienced your solution. UGC can help you build trust, influence, and loyalty with your target audience, as well as generate more leads, conversions, and referrals.

2 How to source UGC for B2B

Finding and collecting enough quality User Generated Content (UGC) for B2B marketing can be a challenge. To encourage and incentivize customers and prospects to create and share content, you can source UGC in several ways. Surveys, polls, interviews, or reviews can be used to collect feedback from customers and prospects which can be used as testimonials, quotes, or case studies on websites or social media. Contests or challenges that invite customers and prospects to submit stories, videos, or photos highlighting how they use your solution can reward them with prizes, recognition, or exposure. Leveraging social media platforms where customers and prospects are active and likely to share related content can also be beneficial. Additionally, collaborating with influencers who have a large and relevant following in your industry or niche can help create content featuring your solution or how it helps them achieve their goals. Inviting followers to join the conversation or create their own content is also an option.

3 How to use UGC for B2B

Once you have sourced enough UGC for B2B, you need to use it strategically to achieve your marketing goals. You can enhance your website with UGC, adding social proof, credibility, and value. It can be displayed on the homepage, product pages, or landing pages to showcase benefits, features, and results. A dedicated section or page for testimonials, reviews, or case studies can also be created. UGC can also be used to boost email marketing campaigns by personalizing emails and adding testimonials or success stories. It can be used to create newsletters, nurture sequences, or referral programs. On social media, UGC can be used to grow presence and engagement by creating and sharing user stories, videos, or images that highlight your solution. Joining conversations, communities, or groups is also an option. Finally, UGC can help optimize SEO ranking and visibility by creating and updating blog posts, articles, or guides with relevant content. Generating and responding to online reviews, ratings, or comments is another way to use UGC for SEO optimization.