How User-Generated Content Moves the World Through Authenticity of Self-Expression

Many kinds of digital marketing strategies such as advertising and the use of influencer marketing services have been utilized by various brands to convey their message to users. On one side, if the promotion is attractive enough, people will be intrigued to purchase the product.

However, on the other side, there are customers who are skeptical of the authenticity of experiences in using or consuming these products, so promotions carried out through advertisements and influencers could create a biased impression for these customers.

How User-Generated Content Moves the World Through Authenticity of Self-Expression
How User-Generated Content Moves the World Through Authenticity of Self-Expression

Smarter and more sophisticated consumers are growing heavily skeptical in skin lightening products which are probably never being used by the influencers endorsing it in the first place. They also despise weight loss gels post which promise in losing several pounds just in several weeks with before and after photo which most likely to be stolen elsewhere and edited. In the case of advertisements, the use green screen effects to create more dramatic and out-of-the-world effects are hard to relate with daily life.

Imagine now that you’ve created a product like no other. It has been through multiple trials and errors and its performance is on its best based on the tests you’ve conducted. The price range and the market target have been determined. Then, you think about the next step: what should you do if you want to build consumer’s trust to invest in your product? Give them the liberty to communicate through your product voluntarily, or as known as user-generated content (UGC) marketing strategy!

The main reason why communicating your brand through UGC instead of hiring an influencer or brand ambassador perceived to be more honest and engaging is because of the spotlight you’ve given to consumers in whether posting photos of them using your product in their Instagram or making TikTok videos using your product as a gimmick.

How User-Generated Content Moves the World Through Authenticity of Self-Expression
How User-Generated Content Moves the World Through Authenticity of Self-Expression

UGC campaigns are the best way to increase engagement. In fact, product users like to share their creativity on social media to reach more people to like on their social media pages. Brand owners harness this trend to level up using interesting campaigns or challenges to reach other users beyond the initial market target.

The brand message is communicated through individuals instead of company, thus encouraging more people to share the content to their followers. How about the benefit of UGC for you as the brand owner? You can get diverse promotion materials for your feeds, as long as you ask for permission to re-post their content.

Let’s put an example of UGC application in social media. Maybelline, a famous global cosmetic brand incorporates UGC to promote its product. What is the best way to deliver a message of diverse beauty if not through the faces of various race and ethnicity in doing a makeup tutorial and photo shoots? By using strong visual content of specific facial parts, people are talking nonstop about Maybelline as their holy grail cosmetic, both online and offline.

Makeup artists are also using Maybelline product line to enhance the facial features of their clients—and all of it are posted in Instagram! From foundations, concealers, dadu online, lip creams, mascaras, eyeshadows, all the way to finishing face spray, everything own specific content on its own.

UGC is also used for social movement campaigns. The most famous example of social campaign in 2014 is the Ice Bucket Challenge. The aim of this campaign was to raise public awareness about amyotrophic lateral sclerosis (ALS) disease.

This viral trend is gaining attention from millions of users to do the same, which was posting videos of spilled buckets filled with ice water into their heads. In addition to being rapidly viral, the social impact was far greater: People donated more than $ 120 million and it was distributed for ALS treatment research, the patients, and community services.

Tips to Build a Unique Digital Marketing Agency with High Success Rate

In this day and age, the role of digital marketing is undeniable. Its influence is not only limited to business. Even politics and educational sector rely a lot to digital marketing. Because of that, we can see an increase in the number of agencies working specifically in that particular subject. Despite claiming to be an expert in the subject, some marketing campaigns might not work for the clients. In result, the clients do not get expected outcomes thus they will no longer ask for that service from the agency.

Tips to Build a Unique Digital Marketing Agency with High Success Rate
Tips to Build a Unique Digital Marketing Agency with High Success RateTips to Build a Unique Digital Marketing Agency with High Success Rate

If you are interested in building a successful agency that focuses on digital marketing, there are several points that you need to remember as to not leaving your future clients disappointed. The first and foremost aspect in successful marketing agency is the team. You need a super team that knows what they are doing so that you can give your clients the best campaign possible. Hiring process becomes very crucial at this aspect. You need to find people with expertise in content creation, social media usage, digital advertising system, search engine optimization, web designing, and others. It is important to look for people with legitimate portfolio in each expertise area.

It is also important that you set yourself aside from other competitors. To do this, it is recommended that you specialize yourself in certain industry.  There are many reasons why this will benefit the agency in the long run. It helps you becoming more focused when looking for projects. Focusing on certain industry also makes your brand more renown within that industry, especially if the campaigns are successful. Last but definitely not least, specializing in an industry will build a lifelong knowledge about digital marketing system in that specific industry. This kind of knowledge can only be gained through thorough research and continuous trials. Not many agencies consider this issue when starting their digital marketing business.

Tips to Build a Unique Digital Marketing Agency with High Success Rate
Tips to Build a Unique Digital Marketing Agency with High Success Rate

When you are starting a project an extensive research related to the marketing theme is a must-do. The agency needs to know client inside and out. It involves learning about their vision, values, and main theme. The product or service marketed also needs to be understood elaborately. After that part has been established, the agency needs to conduct research on target audience. This will help you tailoring campaign that fits the audience better so that it can be received better. Analyzing competition is another part of the research. This way, you can create a campaign that is different from others.

Customer service is an integral part of your digital marketing business. It is because the agency serves client’s interests. The client must be satisfied with campaign program created by the agency so long-term cooperation can be built. This is done by establishing good and professional two-way communications between parties. If there is an issue with the project, you must contact the client immediately so it can be solved as quickly as possible.

What to Analyse in Digital Marketing

Online marketing may be an unnecessary expense for many entrepreneurs. It is something that entrepreneurs will only dedicate when other areas are all covered. This is due to the performance and the result of an online marketing campaign is not something that you can predict. It can get you more customers and gain success but it can also be an apparent failure. Failure in online marketing means the loss of money and time. However, digital marketing can be science with correct analysis rather than simply a game of change. Analyzing digital marketing is one of the best ways to evaluate whether online marketing works well and also give insight on what aspect to improve. To get correct analysis of marketing data as well as get a reasonable result, here are some aspects to analyze.

What to Analyse in Digital Marketing
What to Analyse in Digital Marketing

Sales revenue

The first factor to evaluate is sales revenue. Many marketers overlook sales revenue but in fact, it is not easy to engage in sales revenue by a certain amount of time into actual marketing activity. Without sales revenue, it will be difficult to see whether the digital marketing well performs or not. To be able to measure sales revenue, you will need a software program specifically designed to measure sales data and other related key performance. The main goal is to get a clear insight into the increasing sales during a certain amount of time.

Social media engagement

Social media is a powerful platform for digital marketing. Countless quality online marketing campaigns start and end with social media. No wonder if social media engagement becomes one of the most important standards to measure the success of a brand campaign. When analyzing social media engagement, it is important to track the engagement rate including the record of likes, engagement rate by post, as well as shares and comments.

What to Analyse in Digital Marketing
What to Analyse in Digital Marketing

Customer retention rate

In any digital marketing campaign, current clients or customer is the most valuable assets. It is important to keep them intact as well as measuring the client retention rate. This point is not as complicated as it seems since you need to keep track of sales in a certain amount of time or how many coupons are used in the system.

Site traffic

Another point to analyze is the website traffic. This can be done using Google Analytics and you can get clear information about your company and whether the marketing campaign truly works or not. You can also use other programs to get information. However, analyzing site traffic help growing awareness and help you to get a better target in the future as well as hone buyer personas.

Cost per click

Cost per click or CPC is a way to measure the effectiveness of investment in advertising. It is simply the amount of click that you have on a specific digital campaign based on the money you have invested. Analyzing CPC allows you to see which specific ads perform well and be the best potential ads for the budget.

The Benefits of Digital Marketing To Improve Growth

In terms of marketing your business to the next level, have you ever tried the digital marketing way?  In case you never know about this marketing strategy, there are many ways your business can benefit from it.  First of all, what does digital marketing refer to?

Digital marketing is all the marketing efforts using only electronic and internet devices.  Thus, a variety of marketing strategies and media advertising is used to communicate with potential customers. Who like to spend their time online searching for products.  Especially in the technological era like now, social media is the fastest and best selling place in terms of marketing almost any type of products and businesses.  Therefore, know some important benefits of digital marketing that you can use for your business growth.

The Benefits of Digital Marketing To Improve Growth
The Benefits of Digital Marketing To Improve Growth
  • A Wide Range and Cost-Effective Solution

Digital marketing will help you reach a wide range of potential customers that are hardly reached using offline or the regular door-to-door marketing.  Thus, the marketing costs of content marketing online are considered more affordable than advertising on television, newspapers and any other traditional marketing strategies.  In addition, digital marketing provides more benefits for small businesses to expand their products. Since it will be less competitive to compete with big businesses in terms of spending on radio ads, TV ads and so forth.

 

  • Easy to Find Potential Customers

Through digital marketing, the business you offer can easily reach potential customers who are looking for the right products.  That way, it would be easier for you to increase product sales conversions as well as to provide services to the customers.  Therefore, through digital marketing, you can provide services anytime and anywhere, within a far more efficient manner.

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  • Make Business Look More Professional

Of course, running a business without using online marketing strategy will be labeled outdated, especially in the era of modern technology like today.  Moreover, it is not only difficult for the products you offer to be reached by customers, but your business will seem to be lacking credibility in the eyes of your potential customers.  Therefore, digital marketing is significant in terms of making your business look more professional and experienced.

The Benefits of Digital Marketing To Improve Growth
The Benefits of Digital Marketing To Improve Growth

 

  • Evaluate Business More Easily

Here, it will make it easier for you to evaluate your business, especially in terms of flaws or weaknesses.  Besides that, you can also ask for input and reviews from customers, which will simplify your overall business evaluation process.  So, for your business growth, digital marketing makes the evaluation process easier. So you can improve all services quickly and responsively.

  • Increase Profit

Because of this online-based feature, your business will have the chance to convince and attract the attention of many customers of certain products.  Plus, it is mostly possible that digital marketing makes your products searched for and bought by customers.  As a result, to increase profits will be easier than traditional offline marketing.