In this growth engine daily, I want to talk about UGC.
It's UGC, user-generated content.
Also, a spin after that which is PGC, project generated content.
So, content, as we know, is anything that we want to put online or offline.
But predominantly I'm going to focus here on online solutions, such as social media and websites.
I've recently done a couple of projects with our clients, where we've overhauled their existing websites.
Part of that is then to then go and drive traffic to them to generate content.
Now, in both cases, website done by the typical brochure website guy, cheap and cheerful, buying a theme online, copying that theme several times, all the websites look the same, all powered by the same person.
Ultimately, doing what I call monkey see, monkey does, you want a website, I'll ask you some questions, I'll put your theme up there, I'll try and make it look as different as I can and we go from there.
There are a lot of the stock images that I see on these sites, some are relevant, some are not, some are dark and frosty, others are not there.
Rarely there's a traffic strategy behind it to put anything there if you're lucky, they might sign you up to MailChimp or something like that.
By the way, nothing wrong with MailChimp; it's got its purpose.
In these particular cases, not relevant.
So I want to talk to you about the damage that stock images are going to be doing and the efforts that you need to put in to get what I call quality UGC and quality PGC images.
So from a quality UGC, let's start with that.
What is UGC?
UGC stands for user-generated content.
So if you've got clients who are experiencing your product or service, targeting them, and even incentivizing them to share pictures on your social media of them enjoying your experience or as an outcome, sharing a story about how your product or service helped them.
If you're a landscape gardener, getting him to take a picture of that.
It's a real picture of real work that you've done or if you're more of a service business, it's an experience, a night out of you own a restaurant.
You'll see a lot of restaurants share this online.
Revolution in Leeds and if you bought food, that's great, but if you actually shared your experience on Facebook, you got another like 10% or 15% off.
It makes a difference with a party of nine.
So, you get the idea.
So, getting people to take pictures and post them online, ideally social or send them to you to use in your catalogues, of them enjoying your product or service and showing the world that they enjoy your product, your service, your company, the experience that they've had.
So that's user-generated content and if you could start to put that in your social posts, onto your website, people are going to connect a lot better.
They're going to see what they're going to experience in real time.
So, user-generated content, target your customers, incentivize them to share or send in and you can hashtag and marry that with a hashtag as well.
So just hashtag Revolution or hashtag Wetherspoons or hashtag whatever else it might be, which is going to get you more, sort of traction.
Now as far as, it's that indirect, because you can't force people to do that.
If your product or service is good enough, then there should be no reason why you shouldn't get, maybe three out of 10, five out of 10, 7 out of 10 strikes, depending on how popular or how well your brand is or how well you know your customers or the volume that you're dealing with.
What you can control is what we call PGC and that's project generated content, so we talked earlier about having authentic, unique content on your channels.
Better than stock images on your website, on your brochures, your catalogues, your flyers, your real life experiences that you so do, so I think it's a given.
So project generated content or PGC is you can control.
Speaking to a security installer and I said to him, why do every time you go, why don't you take a picture of the house or the building before you start, then when your engineers are on site, take pictures of them laying cables, putting cameras on wall, putting bell boxes on the wall, programming the alarm system on the keypad.
It's so natural, it's so real and of course, this particular company, was all branded up with their company name and in fact, I need to give a shout out to them, it's a company called Scaitec Security in Rotherham.
Real great company if you're looking for CCTV, security alarm systems, home or work, monitored or not, these are the guys to speak to.
Check them out at scaitec-security.uk, scaitec-security.uk
When you take the pictures throughout, I think we put the content on the social, we went to the blogs, people actually see real Scaitec engineers working on real houses as opposed to some sort of stock image we've about to pull off-site.
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