B2B and B2C marketing have abundant differences and similarities, all based on the same goal of growing a business. B2C marketing has a reputation for being easier and somewhat more fun, as talking to consumers about accessible products can be simpler than selling expensive software or services to businesses. However, both types of marketing come with their challenges, as well as similar methodologies. Both general consumers and businesses can benefit from strategies including social media and email marketing.
Influencer marketing is a technique that is often utilized by B2C audiences, as is the practice of garnering user-generated content. While influencer marketing may be less relevant, there are multiple ways B2B businesses can utilize user-generated content in their marketing efforts.
User-generated content (UGC) is a form of content ranging from text posts or video posts on social media to reviews and blog content. Think of an Instagram post talking about how much they like a new shampoo or a YouTube video about someone visiting an amusement park. Through that lens, it’s obviously a great B2C marketing tool. However, we argue it can also be an invaluable strategy for B2B marketing.
User-generated content may look different when marketing to a B2B audience, however, it is still just as valuable in terms of reinforcing your brand and extending the reach of your business. Just as socials and email can help generate this content, you can use similar methods to encourage the creation of content for your B2B company.
Through social media, email marketing, and even partnerships with current clients or customers, you can encourage the creation of content that can be leveraged to promote your business. This can include reviews, social media posts, video content, guest blogs, case studies, and surveys. As we’ve discussed in other blogs, a robust content strategy goes a long way in building a brand and establishing a company in the public eye through organic means.
There is not a one-size-fits-all approach to B2B user-generated content. While some methodologies will work for your business, others will not. Trial and error is often the best course of action, but first, let’s explore the different types of UGC.
Reviews and testimonials are a tried and true method for both B2B and B2C businesses. Word of mouth has always been the best way to sell and grow your business, regardless of what you’re selling. Specifically for B2B, there is an opportunity to generate reviews and testimonials that speak highly of your services.
Testimonials are great, but how do you get those? There are several ways to garner testimonials and reviews. Some tried and true methods include:
Platforms like LinkedIn, Facebook, Instagram, Threads, and TikTok are the modern-day word of mouth. Having a presence on the appropriate platforms is a crucial part of any digital marketing strategy, as is leveraging your platform to the fullest extent you can.
There are multiple opportunities to engage with users and generate user-generated content. These platforms can be an easy way to generate testimonials and general commentary. Not only do platforms like Facebook include reviews, but others do provide opportunities for current and potential clients to engage with your brand.
When clients or customers create content when utilizing your product, or showcasing your services, you can easily reshare this content. This UGC not only promotes your brand, but it also helps provide validation of your work. Depending on your product or service, this is a great opportunity to garner video content from clients. These videos can show your work or product in action, or a video testimonial of sorts instead!
CID Tip: Offer incentives to clients and customers to post about your brand! This can be as simple as them mentioning working with you on LinkedIn, or as elaborate as a collaborative post discussed ahead of time.
Depending on your products or services, these social posts may happen organically. However, there are additional ways to encourage users to use their social media to talk about your brand.
While writing guest blogs to be posted on your company's behalf on other sites is beneficial in building a backlinking strategy, allowing guest blogs on your site is a great opportunity to garner user-generated content. Whether this is a blog, a part of a series about users utilizing your service, or insights into the lesser-known reasons why a company may want to work with you, this content can be very beneficial.
Aside from blog content that is written by general users, it can be beneficial to also work with others in adjacent industries to provide content and context that relates to your audience. This content may not be UGC, however, it is an additional stream of content that can further establish your company as the industry authority.
When discussing user-generated content, case studies aren’t a piece of media that comes to mind, as these are generally created internally. However, we can look at them as more user-assisted content, as these can be created with the participation of clients or customers. Within these case studies you can include:
Case studies are truly the most beneficial pieces of content in B2B marketing. They are not only robust pieces of information but also allow companies to showcase their best work and their methodologies around it. There is no better way to convince potential clients to work with you than by showing them the quality of work you do. By incorporating things like testimonials and quotes from clients, you provide additional confidence in your businesses’ abilities.
B2B companies can benefit from user-generated content as much as B2C customers. Through well-researched strategies and an engaged audience, your company can garner UGC to help expand your business. Interested in more content marketing strategies? Drop us a line!
Jade is a digital deep diver on our marketing & strategy team. She loves investigating possible issues and brainstorming solutions. When she isn't deep in spreadsheets, she's drinking far too much caffeine or having off-screen dance parties to her favorite Tik Toks.