User-generated content must be taken into account by both B2Bs and B2Cs. Positive customer engagement across channels can have an impact on website conversions, but several challenges exist that branded content can help resolve. Brafton has already reported on the value of social care, as consumers turn to Facebook and other networks to find answers to their questions and communicate their customer experiences.
Dimensional Research wanted to understand how mid-sized companies manage service issues, and the agency conducted a survey to highlight trends taking place in the United States. Ninety percent of consumers who recalled reading online reviews claimed positive posts influenced them to convert, and 86 percent indicated poor reviews compelled them to consider other products or services.
86 percent indicated poor reviews compelled them to consider other products or services.
Facebook was the leading resource for positive social reviews, while third-party hubs were the most common places to read negative stories. Marketers should embrace praise on social sites like Facebook and amplify glowing UGC by responding with original posters. When social media marketing teams create dialogues with happy customers, fellow social connections will likely join in on the conversation.
While Facebook helps companies maintain positive relationships with happy customers, brands must understand how to turn less-fortunate situations around with other prospects. Dimensional Research outlined in its report the common reasons people turn to the ‘net to voice their negative opinions of companies. Seventy-two percent of surveyed consumers blame having to explain their problems to several people before receiving answers to their concerns.
To minimize negative customer experiences such as the major problem noted by Dimensional Research, businesses might try and streamline their call-center practices, and content marketing might have an added long-term impact. Brands can work with their content writers to develop editorial calendars that factor in corporate blogging about frequently asked questions or customer concerns. These evergreen pieces will have a long shelf life and act as liaisons between brands and their customers. More, when consumers can quickly find answers to their questions online, they don’t have to waste time by calling the company, and can get on with their days.
Forty-five percent of consumers turn to social media to talk about their negative experiences and 35 percent share online reviews. Brands can avoid these situations by publishing custom content that delivers actionable insights to readers.