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How to Improve Supplement Sales With User-Generated Content
How did a particular business increase its sales by 181% in a recent 5-year period?
Such success means they did a lot of things right. However, one particular strategy stands out: user generated content (UGC) marketing.
A company’s strategy is a plan for additional marketing.
Why do you work?
According to the Nielsen Consumer Trust Index, 92% of customers trust organic UGC more than traditional advertising.
This means old fashioned “word of mouth” marketing.
It’s not something you can manufacture. The whole point is that it is authentic and reliable.
The question becomes: How can other additional businesses also leverage this powerful marketing strategy?
The answer is to look under the hood of the company to see how they do it.
APPLICATION THE POWER OF UGC
The company, Jigsaw Health, started in 2005. As with most new businesses, they initially struggled just to have a positive ROI across the board.
However, over time they have become one of the fastest growing companies in the supplement market.
Along the way they discovered UGC, stumbling more or less by serendipity.
Their experience began in 2006 when they advertised in a national syndicated radio talk show.
Without being asked, a handful of listeners who take their products started sending emails to the host, thanking him for talking about the company’s main product.
When the host started reading these on air, and talking about how the product made him feel more energetic, the advertising ROI doubled.
This is UGC at its best.
Fast forward to the present. Jigsaw Health has now put its UGC marketing on a fast track. They use several strategies to harness the power of consumer input.
For starters, their UGC was sprinkled all over the company’s website and social media. They creatively call these entries “customer leads”.
Customer spotlights are short and to the point.
Bobbie says she has found the Holy Grail for good sleep.
Lance says he sleeps longer and wakes up feeling rested and no longer has nighttime leg cramps.
Consumers talking to consumers.
Also, and perhaps best of all, their YouTube channel is filled with short videos of customers extolling their products.
Peeling back the curtain a little further also reveals that their initial product currently has 1,000 five-star Amazon reviews – all from verified buyers.
That’s more than five times more than the second closest brand.
UGC doesn’t get any better than this.
And it continues to boost the company’s growth.
According to CEO and Co-Founder, Patrick Sullivan Jr., in 2020, their average monthly revenue has grown from $750K to over $1 million.
UGC FOR ALL SIZES
The authenticity and trustworthiness of UGC works well for any business regardless of size.
Jigsaw Health shows how it works for a multi-million dollar company.
My own weight loss business is small in comparison. However, some of the same strategies that worked for Jigsaw Health also worked for my company.
UGC made my income quadruple in one year.
It started with word of mouth approval among friends.
In fact, in a small town in Tennessee, personal referrals spread like wildfire. Ultimately, it resulted in thousands of dollars in revenue.
No advertising. No email marketing. No website SEO.
THE KEY TO EFFECTIVE UGC
The concept is simple: get people talking by saying good things about your products.
This is the beating heart of UGC.
To make it happen, it boils down to a few steps that any company can take.
Whether you increase revenue by 181% like Jigsaw Health did depends on how you generate UGC for your supplements.
Since UGC is so powerful, online services have sprung up whose sole purpose is to help businesses capitalize. Hiring one is an option, although it can be expensive.
Applying the following three action steps will do just fine instead.
1) Enable and encourage feedback from all customers.
The most active places for customer comments are social media and blog posts on a company website. This is where you can most easily encourage customers to post photos and comments. People like to talk and show!
Then interact with them. When you do so, you recognize its value to you. And it shows some personality. Make it clear that there is another human being on your end.
Just taking this action step will set your company apart from the crowd. As noted by Forbes, 62% of millennials want to get in touch with their favorite brands via social media. People want that human connection.
Although the value of such an interaction is clear, surveys still reveal that 5 out of 6 communications on the Internet from customers in need of an answer are never answered.
2) Ask for reviews. Getting reviews is that simple. Boost responses with a little customer appreciation – incentives, coupons, eBooks (which should be like long sales letters), reports – any kind of really valuable reward.
The more incentives you give, the more responses you get.
3) The first two steps are the most obvious. Step 3 not so much.
We will return to what Jigsaw Health does to see how this step works.
As described by the CEO, it involves what he calls finding a “tribe”.
In this case, the tribe is the Pickleball players.
Yes, it’s a real sport! There really are Pickleball pros. And there are also professional Pickleball tours.
Jigsaw Health discovered a product needed by Pickleballers and created one to meet it.
Now the company sponsors several individual professionals and two professional tours. The company also became the title sponsor for a championship tournament.
It is now the name brand in the Pickleball community. The tribe likes it.
Finding a tribe requires some creativity. You need to find a target audience and grow it.
Bottom line: finding and catering to your tribe is magic for generating UGC.
If UGC is like an unstoppable ball rolling downhill, to get going means climbing the mountain in the first place.
The foundation for that uphill nudge is marketing persuasive materials that drive customer engagement and positive responses.
In terms of influence, this means writing that invokes one or more of Dr. Robert Cialdini’s seven principles of persuasion.
UGC is already harnessing the power of two of its principles – social proof and unity.
The capitalization of social proof and unity is based on the application of the other five principles – reciprocity, scarcity, authority, commitment / consistency, like / consent – in a persuasive marketing copy.
That’s where I came in. It’s the writing I do.
I am an experienced freelance writer in the alternative health niche, a published research scientist, and a 30-year university professor. I use my knowledge and skills to write persuasive copy for nutraceutical marketing.
Want to explain what I can do for you? So let’s talk.
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