The influence of user generated content on purchase decisions is increasingly growing. Especially the digital natives 18 to 34 account for this trend where products and services are recommended to friends, business partners and family.
User generated on-site content created by internet users includes reviews, comments, stories and questions.
A Study from Bazaarvoice shows that today up to 51% of internet users purchase decision is influenced by user generated content. It is influenced by their social network, family and friends.
Today people research on the internet and in social media about a brand, products and services to get the best deal for their buck.
It is crucial for any brand to know what these future clients will find about them on the web. What kind of ratings on rating sites, product reviews in their network, the brands communication from a blog, video, social media, press, etc.
What will these future customers find when they research about your business. Can this information they find about your company influence them positively to buy your products? Or will they influence them to buy the products from your competitor?
On the web you are what you publish, what are you? — David Meerman Scott —
Brands need to follow the general principles of authenticity and transparency and they need to understand there is a huge group of consumers right now who just do not trust them. They need to be open and give their audience the opportunity to talk about their brand. This will become the standard to the long term.
What brands can do to step into brand talk:
- – Be where your target audience is around
- – Listen to the conversation
- – Respond to the conversation
- – Publish and share buyer persona relevant and remarkable content on the web and in social media
- – Ask for opinion about your products and your business
- – Ask for any suggestions for product and services improvement
- – Be authentic, be honest and be helpful
- – Keep the conversation on run
The most important point: START IMMEDIATELY before your competitor does! A later uphill battle will cost you much more and it is doubtful that you can overtake them.
All of the points above increases trust, credibility and reputation of your brand. This is the currency on the web! When you are smart and build your currency the right way than you can gain a massive competitive edge.
What are you actually doing to get seen and found on the web when your target audience is looking for products or services you also have to offer?
Do you utilize one or all of the above suggestions to improve your chances on the market? If not you should start right away! It’s a mouse click economy; your competitor is only a mouse-click away.
Infographic: Bazaarvoice Millennials
Further important resources:
- Reputation Management: How Dairy Queen handles customer service using social media
- Millennials Look to Digital Word-of-Mouth to Drive Purchase Process
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