Whether you’re creating content for your website or captions for social media, your primary aim is to encourage your audience to take action. Knowing how to create captivating content that’s going to fuel conversions, and understanding which content works at each step of the marketing funnel, can be a tricky balancing act. After all, you want every piece of your content to remain consistent with your branding.
Luckily, we’re here to lend a helping hand. In this guide, we’re going to show you 3 simple ways to create content which skyrockets your conversions rate, regardless of whether your goal is to enhance brand engagement, leads or sales.
First, we’re going to discuss the one thing you need to be aiming for when generating content – authenticity.
What type of content engages your audience and improves your conversion rates?
Authenticity is the one thing you need to consider when making content for your audience. 86% of consumers state that authenticity is a main factor when choosing which brands to support. Consumers naturally expect a brand to be honest, but by using transparent messaging and consistency in your content, you can start to build a relationship with your audience.
So, how do you create authentic content that’s going to build a deeper connection? There is one type of content you can use in your marketing strategy to convey trustworthiness. This is user-generated content (UGC).
Why opt for user-generated content?
In recent times, consumers have become more sceptical towards traditional advertisements. With false advertising issues becoming more prominently called out by the media, many people are more wary of brands promoting their products. Instead, shrewd brands are opting to incorporate user-generated content into their marketing strategy as a way to boost authority and enhance customer loyalty. UGC is defined as content created by any other party than the brand themselves. By developing UGC, you catapult your revenue and brand awareness for a lesser cost than many other marketing techniques.
How much impact does UGC have on an audience? 79% of consumers say that UGC has an impact on their purchasing decisions, while people are 2.4 times more likely to say that UGC is authentic when compared to traditional brand-created content.
Should You Use Customers or Influencers for UGC?
While you can certainly use customer content for your user-generated content, if you’re a new or upcoming brand you may not have many sales yet, or many people sharing your products on social media. That means, opting for influencer UGC is the way to go.
Authentic Influencer UGC
Influencers are highly powerful social media entities, providing content to a carefully curated community. They also regularly share their favorite products and brands to an audience which is likely to follow their lead.
Influencers are skilled in helping brands produce authentic content which engages an audience. Furthermore, influencer marketing is highly effective in generating conversions – the average ROI for influencer marketing is $5.78 for every one dollar spent.
So, how can you create epic UGC to skyrocket your conversions? There are 3 easy ways to follow.
How to create epic content – 3 easy ways
Here are 3 simple ways of creating outstanding user-generated content which boosts conversions.
1. Direct to the camera video content
Direct to the camera video content can vary from a range of ideas, including product testimonials, product review or product usage video. For example, if you’re a skincare brand, you could show a user washing their face with your cleansing product.
This type of content doesn’t have to include speaking – it can be a simple video with some music in the background to make it more engaging for the viewer.
However, there are a few things you should consider when creating direct to the camera content:
- Ensure product labels are visible when showing the product on camera
- If talking, state what makes the product unique, and what solution it offers to consumers
- Highlight any natural ingredients
- Showcase product benefits
2. Experience content
‘Experience’ content can be in the form of an unboxing or haul video. This is when a user will open a brand package and narrate their thoughts or actions.
If you’re producing an unboxing video, there are a few things to contemplate:
- The brand box and label on it should be clearly visible for authenticity purposes
- The creator should speak slowly and clearly
- They should be enthusiastic and excited about the product/s featured in the video
3. Product or package focused image
A product or packed focused image works well for content creators who don’t make video content.
When creating this content, there are some things to consider:
- The product label should be visible, clear, and in-focus
- If the product can be consumed, the product formula should be shown to see the texture, consistency etc. For example, the product may be a skincare serum
- The image can show the creator posing with the product
- Attention should be paid to the angle, background, and lighting
Now you know what type of content to create, which type works for each step of the marketing funnel?
What type of content works for which step of the marketing funnel?
The good news is that content creation for your marketing funnel isn’t overly complicated. All types of content can work for each stage of the funnel. The only thing to be aware of is your influencer marketing strategy.
Here is an example of what your marketing funnel may look like:
At the very top of your marketing funnel, you can start building brand awareness. To do this, concentrate on partnering with influencers who are relevant to your target audience. For example, if you’re a beauty brand, work with beauty influencers who are in the same demographic as your target customer. This will help you to reach a wider audience and start creating trust.
For content, you can use any of the 3 ways we talked about earlier in this guide, regardless of whether you wish to use imagery or video.
Video content works at each step of your marketing funnel. This marketing strategy has been proven to be highly effective. In fact, video content on social generates 1200% more shares than text and imagery combined.
At the engagement level of your marketing funnel, it’s best to contemplate product seeding and brand ambassadorship. If a consumer sees that their favorite influencer is regularly mentioning a product or brand for a long period of time, consumer trust will begin to develop.
A great example of this is Gymshark. This fitness brand boasts ambassadors from around the world, utilizing social media to promote their products:
Again, the 3 content methods we have previously mentioned – direct to video, experience, and product or package focused imagery, all work well at this level of the marketing funnel.
At the bottom of your marketing funnel should be product purchase. Here, you want to focus on targeting or retargeting. You can use different types of user-generated content and promote it via paid ads, either using targeted ads or influencer whitelisting. Both imagery and video content work well at this stage. 84% of consumers say they’ve been convinced to purchase a product after watching a brand’s video. Additionally, 8 out of 10 marketers feel that video content has a direct impact on sales. Whichever method you use, just be sure to consider the tips we’ve provided in this helpful guide.
Start creating high performing content today
Insense is the perfect place to create high performing content in just 5-7 business days. We have already worked with over 100 DTC and B2C e-commerce brands and have over 35,000 vetted influencers who you can work with to create and amplify user-generated content for your business. Get started with Insense today by booking a free demo.