5 Ways to Repurpose User-Generated Content to Boost Influencer Engagement Rates

Your customers can become some of your most active content creators, and some of your most loyal, raving fans. Their comments on social media, their interactions in product forums, their product reviews, and even their blogs, YouTube videos, and professional papers can become important inputs for influencer campaigns, especially in the competitive arena of B2B sales.

When clients or customers create user-generated content about your products and your brand, you can reformat and repurpose it in your own marketing campaigns. Repurposing user-generated content accomplishes several important objectives, including the following:

• Highlighting different aspects of your business. This can be a great way to educate other potential customers about the ins and outs of working with your organization.

• Extending the visibility and reach of user-generated content through repetition. By posting user-generated content across multiple channels, you simply reach more people.
• Reaching new customers on different platforms. Not all of your customers hang out in the same place. By disseminating information across multiple channels, you reach multiple segments of your audience.
• Showing users that you appreciate their contributions. This can help you build a two way relationship with your audience; one that encourages trust, respect, and communication.
• Integrating user-generated content in your influencer marketing campaign. User-generated content is powerful on it's own, but when it's combined with the power of influencer marketing, you reach a whole new level.

Research suggests that B2B buyers of big-ticket items need to be exposed to a marketing message up to seven times before they make their decision to purchase. User-generated content provides additional opportunities to reinforce the messages that lead to the decision to buy.

What Is the Psychological Benefit of User-Generated Content?

There are a number of ways that user-generated content is extremely useful, especially in B2B sales.

Repeating user-generated content keeps your brand in the front of your customer's mind. Buyers have many decisions to make aside from whether they will buy your product or service. Repeating user-generated content reinforces the basic facts of your selling proposition.

Repurposing user-generated content also makes communicating with customers easier. It's a lot easier to sell a product when your prospective customer has at least heard of your brand! Sales conversions increase as you become better known in your target market, and increase even further when your potential customers can see social proof from other customers.

In big-ticket sales, there is rarely only one decision maker. Using influencer marketing to highlight user-generated content makes you visible to more decision makers, which can increase your conversion rates.

What You Need to Keep in Mind As You Repurpose User-Generated Content to Boost User Engagement Rates

Social influencers can create synergies through repurposed content, but you need to do your homework first.

1. You need to have developed a buyer persona before you begin repurposing user-generated content. Your social influencers need to be aware of your customer avatars, as well as the user testimonials, social media posts, podcasts, interviews, and YouTube videos you are working with.

2. You need to have a plan for keeping your influencers visible with your customers, either through their professional journals, or at professional conferences, in social media, and on learning platforms.

3. Activate digital remarketing channels. Ads on Google and Facebook can attract targeted attention weeks after a customer's first engagement with repurposed content.

4. Amplify your repurposed content organically, with the help of your influencers, and through paid click advertising.

5. Use email campaigns to nurture your customers and to reinforce the role of your influencers in their professional decisions. Don't think of email as a sales tool. Think of email as a connection tool, amplifying your efforts through repurposed content and influencer engagement.