Reimagine Your Social Media with User-Generated Content

Episode Transcript
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Speaker 1 (00:01):
Imagine a world where you get more benefits of social
media marketing withoutactually having to create any of
your own content, where you canfocus on engaging with and
developing relationships withothers in social media instead
of focusing on the never-endingeditorial calendar of publishing
content that is providingever-dwindling results.

(00:22):
That is the way I want you torethink social media marketing,
starting right now with thisnext episode of the digital
marketing coach podcast.
Hey everybody, this is NeilSchaefer, your digital marketing

(01:26):
coach, and welcome to episodenumber 334 of this podcast.
My name is Neil Schaefer.
I am a fractional CMO, digitalcontent influencer, social media
marketing author, consultant,speaker.
If this is your first time here, I publish episodes that are

(01:47):
half solo of me sharing myexperiences working with clients
, my thoughts to help youimprove your digital marketing.
With every episode, the otherhalf is featuring guests.
These guests are ofteninfluencers, content creators,
authors, professors, ceos peoplethat I handpick.

(02:07):
I mean, I only do 25 interviewsa year, if you do the math.
I really try to handpick thoseexperts that, once again, can
deliver value with every singleepisode with actionable advice
and insight.
For those of you that arealready a loyal subscriber, I
thank you for being a subscriberand listening to my episodes.

(02:28):
If you've been listeningrecently, you know that I am
working on my fifth book.
I recently spent some time inBerlin with my developmental
editor and really, for me, fromnow until the end of October is
crunch time.
I'm hoping to actually decideon a publisher in the next few
weeks, as I mentioned before ina few of my recent episodes.

(02:49):
Specifically, those episodeswould be 326, where I talked
about the SES framework, and 328, where I talked about marketing
containers.
In fact, 330, where I talkedabout IkiGuy.
Based on my experience inBerlin, all this content is part
of my book writing process.

(03:09):
In fact, when it comes tocontent creation, I want to tell
you something that I told themembers of my digital first
group, coaching mastermindcommunity recently, which is and
I'm going to quote myselfcompared to when I wrote the Age
of Influence back in 2019-2020,I am literally swimming in the
three years of content that Ihad been creating.

(03:31):
Where I lack content for mynext book, I simply flesh out
more content by creating apodcast episode on the topic
that I can repurpose into achapter.
Being able to one createcontent and two repurpose that
for whatever purpose you mighthave is the key to success in
digital marketing, no matter ifit is a blog, a lead magnet, an
ebook, a video, a podcast, aphoto, get creating.

(03:54):
And I want to share thatmessage with you as well, and I
want to show you by preparingfor this episode.
I am in the process of writing achapter about user-generated
content, which this episode isgoing to be all about, and what
I talked about in the teaser isnot a fantasy, but a reality for
many companies, and it couldbecome a reality for you as well

(04:16):
.
Now you might have looked inthe user-generated content.
You're thinking, eh, I'm a B2Bcompany, not for me or for
whatever reason.
You might not know a lot aboutit, or you might have rejected
it, or you might be using itonly for a limited purpose.
But the whole purpose of thisepisode is not about
user-generated content, but tohelp you reimagine your social

(04:37):
media presence.
In fact, we can go a little bitfurther back in episode 306,
which was published in Februarythis year, where I talked about
exponentially improving yoursocial media through
authentically social content.
That, as well, is going to berepurposed into another
different chapter of my book,but that deals with your own

(04:58):
branded content.
Ugc deals with content createdby others about you.
So to begin, I think we shouldgo back to the Age of Influence,
which hopefully you should haveall read by now.
It was my fourth book,published in March of 2020,
actually the day that Californiawon a lockdown.
It's available on Amazon,barnes, noble, wherever fine

(05:18):
books are sold, and there areMandarin, chinese, vietnamese,
bulgarian and Arabic versions ofthe book on sale.
I've yet to confirm theBulgarian and Vietnamese, but
I've seen my own user-generatedcontent of the Arabic and I
actually have a copy of theMandarin Chinese in my hand.
So in the Age of Influence, Italked about using influencer
content to replace your owncontent as part of your social

(05:40):
media content strategy.
In other words, leverageinfluencers not just for the
fact that they can help amplifyyour brand and your content, but
also for their content creationskills, as the content that the
creators can create is often,if not always, more engaging
than what most brands can doin-house.
Now, this trend has onlyaccelerated since writing the

(06:03):
Age of Influence over the lastthree years, as we witness the
explosive growth of working withinfluencers primarily for
content creation.
In other words, not everycreator of content is an
influencer, but every influenceris, in some ways, a content
creator.
I'm going to talk about thosecontent creators that aren't an
influencer in a second, butevery influencer is in some way

(06:24):
a content creator is one of themain things to understand about
that.
Now, on a side note, we've seena recent trend of brands such as
Disney, nerf, olipop, theskincare brand, seravy, take
this one step further andactually hire TikTok influencers
to become their social mediacontent creators.
Regardless, this contentcreated by social media users is

(06:46):
called user generated content,or, in short, ugc.
Using user generated contenthas become so popular because it
is so effective, spawning awhole new industry that has
emerged to satisfy the needs ofbrands to create it, a new type
of content creator who might notnecessarily be called an
influencer, but it is their fulltime gig.

(07:07):
They are called UGC contentcreators.
These content creators mightnot be influencers, but they are
skilled at creating the visualsthat replicate the
Instagrammable look or type ofviral TikTok video that brands
are seeking to recreate in theirown feed.
Now, a popular data point foundonline is that as many as 86%
of marketers claim they'veattempted to incorporate UGC

(07:30):
into their campaigns, but only27% say they had a strategy for
doing so.
If I were CMO for every company.
Both of these numbers would beat or as close to 100% as
possible.
Assuming the authenticity andquality of the UGC helps tell
the brand's story equally orbetter than you can.

(07:52):
Now.
You might think, as I hintedearlier, that user generated
content is some fringe conceptthat might only relate to a
certain type of consumer brandtargeting a younger demographic,
but I believe the concept isactually universal and is the
most powerful one to understandto see your social media
strategy in a brand new light.
Let me begin by sharing a fewof what I think are the biggest

(08:16):
benefits of using UGC, back bysome compelling statistics which
show the power of utilizingthis type of content in social
media.
First, let's look at some ofthe benefits around concepts
that I think are going to bevery, very easy and intuitive
for you to understand.
So obviously, ugc takesauthenticity to the next level.

(08:37):
Nothing is more authentic thanthe voice of a customer.
Often, these customers havespent significant time using
your product or, in the case ofservices, seeing what your
company is capable of doing.
For this reason, people tend toput considerable weight on what
their fellow customers have tosay, and when they see that in
UGC, you can imagine thepositive impact that it can have

(08:58):
.
Here's another one UGC acts as atrust signal.
Besides the authenticity ofuser-generated content, the fact
that this content exists showsthat other people use your
products and that you haveactual customers, which is
really important if you're astartup or a smaller business
trying to increase the number ofcustomers you have.
And while some people lovetrying the latest and greatest

(09:20):
thing in the market, many otherswant to be certain that a
product or service is somethingthey can trust.
This holds equally true forconsumer goods as it does for
B2B SaaS products.
Here's another one UGC iscost-effective.
If you don't have to create thecontent yourself, then you
aren't spending money on contentcreation for everything you use
for marketing right, and if youoffer a small incentive like a

(09:43):
discount or free product, youcan get a larger amount of UGC
and repeat business.
That's a great ROI forsomething that often costs less
than the actual content creationprocess itself.
Now there's another side to UGCbeing cost-effective as well.
Data suggests that UGC-basedads get up to four times higher

(10:06):
click-through rates and apotential up to 50% drop in cost
per click than average ads.
This means that UGC can also bea powerful and cost-effective
tool to get more people to clickon your ads, visit your website
and ultimately buy your product.

(10:26):
Another really amazing benefitof UGC is that it helps increase
conversions.
Did you know that there's a 29%increase in web conversions
when websites featureuser-generated content?
All you have to do is providesome options for people to
contribute user-generatedcontent and then display it to
reap the benefits.
A common example, obviously, isAmazon, where anyone can post a

(10:50):
review of a product on its page, but this is something that
many e-commerce sites arereplicating and doing well as
well.
In fact, if you can showuser-generated content on your
product page in your shoppingcart, this is how you can see
that increase in web conversions.
That 29% is from one data point.
It must be 29% and not 28% or30%, but you get an idea of the

(11:12):
potential.
We're talking today aboutleveraging user-generated
content for your social media,but it obviously has benefits,
holistically speaking,throughout your marketing.
Ugc also helps to diversifyyour content with more
creativity.
In my book, obviously, ai isgoing to be an important part of
it, and it will include adedicated chapter on leveraging

(11:33):
AI.
But, similar to AI, leveragingUGC can help bring creative
ideas to your business that youor your staff just might not
have thought of.
The same is true for yourcontent right.
Diversity and creativity are not, and should not be limited to
your own internal contentcreation team.
If anything, there's morecreativity in your users, your

(11:54):
customers, in social media, ingeneral Staff, or if you
leverage an agency.
While creative generally don'thave the depth of perspective
and their jobs depend on yourcompany's performance.
On the other hand, end usersdon't view your products in the
same way.
It's one thing that touts thebenefits of your products as
defined by the company, andsomething else to experience the

(12:15):
benefits of a user.
Users simply have differentideas in your internal team, if
only because they're differentpeople with different
experiences and having adifferent perspective on your
product.
And that's not all.
There's a lot of other benefitshere.
Let's look into a few of thesewith some popular statistics
that are published onlineIncreased brand awareness.

(12:38):
If we go in number here and letme just go back a little bit
about these various benefits,number one takes authenticity to
the next level.
Number two acts as a trustsignal.
Number three is cost effective.
Number four helps increaseconversions.
Number five helps to diversifyyour content.
Number six is going to beincreased brand awareness.
In fact, the data shows UGC canhelp businesses increase brand

(13:01):
awareness by up to 80%.
In other words, you can bothget your brand in front of a
wider audience and make it morememorable with this type of
content, which can lead toincreased brand awareness and
consideration.
Now, brand awareness isn't justabout social media, as I
discuss in my book when I willtalk about the funnel of digital

(13:22):
relationships.
You'll have to wait for thebook to be published to read all
about that.
Search engines also play animportant role in brand
awareness and while I want tofocus on the social media
marketing aspects of UGC in thischapter and on this podcast
episode, its potentialcontribution to improving SEO
should also be noted.
In fact, one data pointsuggests that 25% of search

(13:44):
results for the world's biggestbrands are linked to UGC.
This shows that UGC can helpyou to improve your search
engine ranking, both for yourbranded content as well as for
brand mentions.
When people search for productsor services related to your
brand now they are more likelyto find UGC about your products.

(14:04):
Think in terms of reviews, blogposts, etc.
In fact, this reminds me of oneof my first social media agency
clients.
We did a mommy bloggerinfluencer campaign driven by
the desire for the marketingteam to see more search results
appear when looking for theirproduct Brand awareness in SERPs
, not in social media.

(14:26):
Equally important, let's getback to the other social media
marketing benefits of UGC alongthe lines of the marketing
funnel.
So, number seven increasedsocial media following.
78% of consumers are morelikely to follow a brand on
social media if they see UGC.
Nobody likes a boring feed.
Ugc can help to attract newfollowers on social media by

(14:48):
showing people what other peopleare saying about your brand and
its products or services, andshowing it in an engaging way.
Number eight increased socialmedia engagement.
The average UGC post generates6.9 times more engagement than a
brand created post, and socialcampaigns that integrate UGC

(15:09):
experience a 50% increase inengagement.
Those are two different datapoints.
Ugc is simply more likely to becommented on, liked and shared
than brand created content.
This obviously can help toincrease your engagement on
social media.
In fact, ugc is 2.4 times morelikely to be shared on social
media than other types ofcontent.

(15:30):
If the raison d'etre yourreason for being on social media
is viral, spread, viral,inciting of word of mouth, you
can see how UGC greatly improvesthose odds.
Benefit number nine increasedtrust, credibility and social
proof.
Now, this sort of summarizes alot of what I talked about

(15:51):
earlier, but UGC is extremelyeffective at enhancing social
proof because, number one, it isauthentic, incredible, created
by real people, not by the branditself.
This makes it more believableand trustworthy than traditional
marketing messages.
Second, it is social.
Ugc is often shared on socialmedia, where people are more
likely to see it and beinfluenced by it.

(16:12):
Right?
The third point is it isrelevant.
Ugc is often specific to theproduct or service being
advertised.
This makes it more relevant tothe target audience, more likely
to be seen as helpful and,lastly, it is engaging.
Ugc is often visually appealingand interesting to read.
This makes it more likely to beshared and interacted with, and

(16:32):
the stats prove this 92% ofconsumers trust organic, user
generated content or onlinereviews more than they trust
traditional advertising.
This is a stat that has beenrepurposed for UGC online, but I
think it's a stat that weshould all be familiar with.
Another data point 82% ofconsumers believe that UGC is

(16:54):
more authentic than other typesof marketing content.
70% of consumers are morelikely to make a purchase after
reading a positive online reviewand 88% of consumers are more
likely to trust a company thatuses UGC, and the net net of all
of this is that consumers aremore likely to believe what
their peers say about a productor service than what a brand

(17:15):
says about itself.
This undoubtedly will help tobuild trust and credibility with
consumers.
The 10th benefit and I'll stopsoon is increased sales.
70% of consumers are morelikely to purchase a product
after reading a positive UGCreview.
There's more data here thatexplains how UGC can help

(17:35):
increase sales 58% of consumersare more likely to make a
purchase from a brand that usesUGC on their website, and
another study that suggestedthat UGC is 20% more influential
in affecting purchasingdecisions than all other media
types.
These are some pretty powerfulstatistics here.

(17:56):
Ugc can help to persuadeconsumers to make a purchase by
showing them real world examplesof how other people have used
and enjoyed a product or service.
When people see UGC about yourproducts on your website, they
are more likely to buy them.
When they see UGC in socialmedia, they are more likely to
buy them.
This reminds me of someone whomentioned, when I asked them if

(18:18):
they were using TikTok or not,said that their daughter taught
them to always check UGC contenton TikTok before deciding on
purchasing a product.
In fact, my own children are atestament to the fact that they
are doing this.
So this is how having UGC ornot having UGC can indirectly

(18:40):
and directly affect sales in thelong run.
And last but not least this isthe 11th point this might be my
favorite is that it helpsdevelop relationships.
The act of sourcing andpublishing UGC will help you
develop more relationships withmore social media users that
matter Influencers, contentcreators, customers, fans and,

(19:04):
in the case of B2B UGC partnersand I'll talk about B2B in a
second even employees.
If you reimagine social medianot as another advertising
channel to blatantly promote,but as the ultimate public
square to develop relationshipswith people that matter and
enjoy the marketing benefits ofUGC that I just talked about,
you can begin to truly adjustyour social media marketing for

(19:27):
a new digital first approach.
This is why we are here, andthis is why you should be taking
UGC more seriously tocompliment, if not replace, as
much as possible your own socialmedia content if you want to
have a more effective socialmedia strategy in the complex
digital landscape of today.

(19:48):
Now, before we get to mypractical UGC strategy
recommendations, I want tochallenge this concept that
businesses must always becreating their own content for
their own social media profiles.
Yes, your social media profileis a type of owned content, but
we need to get back to theoriginal intent of social media,

(20:08):
that raison d'etrée that Italked about, the reason for
being, which was to encouragethe potentially viral spread of
word of mouth about our productsand company.
Remember the old, early days ofFacebook pages?
Right, we all know that, for avariety of reasons, though, it
is nearly impossible today togenerate any word of mouth using

(20:29):
our own content or by paying toadvertise.
The question, therefore, that Iwant to ask you is why is your
company investing in so manyresources to keep turning that
hamster wheel of content thatbusinesses feels necessary to
have an optimal social mediapresence?
Think if you could convert thathamster wheel of creation

(20:50):
content to a hamster wheel ofdeveloping relationships with
customers, with fans, withinfluencers, with content
creators.
Now, the need to have a socialmedia presence is not in
question here.
If you remember that episode onthe SES framework, social being
the third S, the second S, Ishould say, in the three
character SES acronym, is one ofthe three main components in

(21:14):
which we need to engage.
There are many ways to engagein it, however, and I want to
suggest that you're creatingendless blatant or semi
promotional content.
In trying to maintain aneditorial calendar of frequent
publishing can begin to easilycost your business a lot of
money without showing directsocial media ROI.

(21:34):
This is the struggle that mostbusinesses have with their
social media presence, unlessthey consider an extension of
their PR efforts or only havethe objective of generating both
brand awareness and credibility.
Social media in the funnel ofdigital relationships is a great
way of achieving brandawareness, but my question is
does it have to come at theexpense of our own content and

(21:58):
resources?
Now, some of you who have seenme speak might have seen a slide
where I talk about this story,because I've been talking about
it for a while, but I think itis extremely relevant to this
conversation.
This is an example thatillustrates the points I've been
talking about.
That comes a decade ago, fromDisneyland, as they were

(22:19):
embarking on creating theirInstagram profile back in 2013,
but, believe me, it is asrelevant as anything to this
conversation today.
I will put a link in the shownotes, because I am basically
going to read a section from anarticle that was published on
Huffington Post.
It was called the Year of theInstagram, so if you do a search
, you'll find it.
Nevertheless, I want to speakword to word about Disney,

(22:44):
specifically Disney Resorts, andwhy they decided, and how they
decided to leverageuser-generated content for their
Instagram profile.
So, in considering an Instagramstrategy.
Disney Resorts analyzed how itsguests were engaging through the
channel.
The social team found that thequality of the photos far
exceeded what they'd seenthrough other user-generated

(23:06):
content channels.
Many of the photos were clearlythe work of professionals, but
even the amateur photographersthat were publishing content on
Instagram were producing contentworthy of the Disney brand.
To put it into Disney terms, itwas nothing short of magical.
Disney Resorts also realized itcouldn't hope to compete with

(23:26):
the combined force andcreativity of its highly engaged
follower base.
To scale an original Instagramstrategy of that magnitude would
require tremendous resources,and it could never match the
authenticity of guests capturingand sharing their Disney
experiences in the moment.
As such, the Disney social teamdecided to crowdsource the

(23:49):
entire Disneyland Instagram feedfrom its guests a 100% UGC
strategy consisting ofre-gramming or reposting of the
best guest photos.
Now the initial challenge and achallenge that some of you may
have after listening to thisepisode or reading this chapter
in my upcoming book is the legaldepartment.

(24:10):
How could a brand so consciousof trademark issues utilize
user-generated content for itsInstagram feed?
The answer was simple, actually, they asked guests for
permission.
Disney implemented a clear andefficient approval process that
takes place entirely withinInstagram.
It starts with a DM, a question, maybe a link, and a signature

(24:32):
or a verbal textual.
Okay, this is going to dependon the requirements of your
legal department.
But what Disney did was,through the comments, they asked
for permission to re-gram aguest photo.
When the guest's comments cameback with an explicit
confirmation, disney re-gramsthe photo with proper
attribution.
Disney announced the strategy inMay of 2013 on its Facebook

(24:55):
page.
At the time, it had fewer than70,000 Instagram followers.
The following day, disney fansposted more than 13,000 photos
with the Disneyland hashtag, a40% lift from the previous day.
Since then, and this is sixmonths later, the Disneyland
Instagram audience has grown by360% to more than 250,000

(25:15):
followers At the time.
What's more, the photos postedto the Disneyland Instagram feed
received an average rate ofengagement of 10.3%, which at
the time was more than twicethat of any other major brand on
Instagram and 10x greater thanwhat they were getting on any
other social platform.
And yet Disney Resorts hasnever taken or shared a single

(25:38):
original photo Ten years later,and 100% of the Disneyland
Instagram content is still UGC.
Now you probably want to ask mewhat if my brand is not nearly
as popular as Disneyland or I amin an industry where people
just don't share informationabout our company on social
media.
Let's first look more deeply atthe main types of UGC content

(26:01):
that exist to begin to answerthat question, which I will
answer in full momentarily Now.
Ugc takes many forms, each ofwhich can be leveraged in more
than one way above and beyondsocial media.
But let's first focus on thethree major types that can be
leveraged for social media, justto make sure that we're all on
the same page as to whatconstitutes user-generated

(26:21):
content.
I begin with product reviewsand testimonials.
There is no better way toleverage UGC than through actual
reviews of your product orthrough customer testimonials.
After all, potential customerscan learn how awesome your
product is.
In addition, reviewers willoften tell readers what problems
the product helped them solve.

(26:42):
If applicable, you can postreviews in many different places
, from a link on your website toan excerpt and advertising.
For maximum results, try to getproduct reviews from a variety
of user types, if applicable.
This category includeseverything from a simple review
on Yelp or Google my Businessall the way to prepared
statements on your website.
It could also happen in socialmedia.

(27:06):
Reviews influence consumers byproviding social proof, often
sway in their decision-makingprocess.
As mentioned before, that'sbecause people like to hear a
less biased opinion about howwell your products perform.
Customer reviews are some ofthe most important tools to
convert the curious intocustomers.
After all, when there areseveral options available for

(27:26):
customers, they want to knowwhat product or service will
work best for them, and they areoften going to be searching for
information on the internet,including social media.
Leveraging UGC will helpcustomers see themselves using
your product rather than yourcompetitors.
Using your product line reviewscan help consumers choose the
right alternative.
People might also produce thesetestimonials or reviews for

(27:50):
their blogs, youtube podcasts orsocial media accounts.
I talked about user reviews,less even-handed than user
reviews.
Even a short testimony can go along way.
The main difference between areview and a testimonial is that
the former can discuss bothstrengths and weaknesses of your
product, while testimonials area type of user-generated

(28:11):
content that is exclusivelypositive.
Nobody gives a testimony for aproduct they consider to be
flawed right User reviews.
Testimonials form one type ofuser-generated content, one
major type.
A second major type, I would say, are experiences shared in
social media.
This is the most commonly knowntype and probably the most

(28:33):
powerful type of UGC Photos,videos, sometimes text shared by
users on social media platformsthat showcase their experiences
with a brand or product thataren't complete and formal
product reviews.
These experiences influenceothers and hopefully help people
make the right decisions aboutbuying your product or service,

(28:54):
but at the least improving orincreasing brand awareness in
the community of the personpublishing the UGC content.
Note that this type of UGC alsoincludes those by influencers,
brand ambassadors, as well as,potentially, customers that have
been incentivized throughgifting or other means, which
I'm going to talk about in amoment.
It is important and I'll justmention this once in this

(29:15):
podcast episode.
It is important to be aware ofFTC guidelines or whatever
guidelines your country has forcompliant influencer marketing,
guidelines that are getting morestrict over time.
When working with influencersor even brand ambassadors or
customers, just make sure thatyou are aware that anytime there
is an incentive to publishcontent about your brand, there

(29:37):
probably needs to be some sortof disclosure made.
The third major type of UGCcontent I would classify as
contests and giveaways, wherepeople are encouraged to tag
friends, post photos about yourproduct, etc.
Etc.
You can create a hashtagcontest to encourage the
creation of user-generatedcontent centered on a product or

(29:58):
campaign.
Usually you'll have acampaign-based or
product-specific hashtag.
You've already coined someadvice I'm going to give
separately in a moment Forsmaller brands.
Anything that's brand specificcan work well.
Here.
You'll give out some prizes,products, swag or a combination
thereof to some lucky winners Anice way to give people some
recognition.
Now, obviously, contests andgiveaways are not limited to

(30:21):
hashtag contests, but they areone of the most effective ways
to generate lots of UGC contentin a short period of time.
Now that you understand thesethree most popular types of UGC
that exist, let's go throughdifferent scenarios and how to
implement user-generated contentfor your social media content
strategy.
If you're a consumer brand withlots of customers, fans, you

(30:44):
have tons of social mediaengagement.
It is going to be by far theeasiest for you to implement.
You can feel free to fastforward to where I talk about
how to get UGC or, obviously,when reading the book, you can
skip to the next section in thischapter, but I think it is
already intuitive as to how youare going to be able to source
that content.
Stay tuned for more ideas aboutit.

(31:06):
Now let's say you are a startupconsumer brand or you just
don't have lots of customers orfans, of social media engagement
.
You basically need to increasecustomers and or seed the market
with your products.
This can be done effectivelythrough influence or gifting,
hiring UGC content creators oreven seeing if there are any

(31:28):
employees that can assist in theeffort of user-generated
content creation.
More on employees and otheroptions in a second.
Now I want to talk at lengthabout B2B brands, because you
may offer a service and not atangible product, and you might
still be shaking your headsaying I don't see how this
applies to me, so I get it.

(31:50):
It is not as intuitive ashaving a UGC creator develop an
Instagrammable image or TikTokvideo review in your product.
But no worries, the sameprinciples of UGC, I believe,
apply equally to B2Bs, but howit is implemented and the
content mediums might bedifferent.
Now, while not a traditionalB2B industry, let me give you an

(32:13):
example of the advice that Igave a group of realtors or real
estate agents recently.
Bear with me as I try todescribe the visuals that I
displayed on the screen at thetime.
Now I'm going to talk aboutgetting testimonials and
leveraging them for UGC.
Obviously, an online review isone type of UGC, but getting a
personal testimonial in a visualformat can reap benefits not

(32:37):
just for realtors, but for B2Bbrands as well, especially when
salespeople are engaged insocial selling at their company
and meeting with clients in reallife.
Now, as you can imagine, and asI mentioned before,
testimonials are one of the bestways to increase social proof
for your business.
When potential customers seeothers talking about how great

(32:58):
your products or services are,they are more likely to trust
you.
You can collect testimonials ina wide variety of ways, but if
you meet them in real life andtake a picture or shoot a quick
video, that might be the easiestway to get that testimonial, as
I'll explain here Now.
When I presented this, I said inthe title slide make every sale

(33:22):
a customer testimonial, and Iwent through a series of images
that I saw agents posting onInstagram and giving them advice
on how they could be furtherimproving, leveraging that
user-generated content, whichwas a customer testimonial.
So I began with someone whoused a review user-generated

(33:46):
content from a third-partywebsite and it's basically a big
quote, using an approved format, of that third-party website,
almost like you'd have a red andwhite square quote with a Yelp
logo if this was B2C.
So this was a customertestimonial, in the background
was a visual of the city whichthat realtor represented, but it

(34:09):
was basically a big quote witha little logo of that
third-party site.
Now the next example was acustomer testimonial with the
photo of the realtor.
So it was a quote and aperson's photo Immediately.
A photo of a person makes thistestimonial more engaging, I
should say as UGC.

(34:29):
The next example was someonethat said they just sold this
house.
They had a picture of the house, basically said congratulations
, but that said it was a pictureof a house and you said that
you just sold the house.
Now we can take that one stepfurther.
I think you see where I'm goingwith this, where we're getting
more visual because instead of aquote, we're showing the actual

(34:52):
property that was sold.
We go one step further and wehave an image of the property
that sold together with an imageof the realtor.
In this case the realtor wasusing a default footer image
with a phone number, but atleast now we have a person
together with the photo of thehouse, which I think is going to
be more engaging, although thepicture is somewhat of a stock

(35:14):
photo.
Now we have another example of ahouse that was sold, but also a
story that says it sold,because the caption talks about
finding a new home for anewlywed couple and next to the
house in the Instagram post wasan image of the two getting

(35:37):
married.
The story talks about the housebeing sold and it features the
people that actually bought thehouse.
That is an example of a storysaying it sold.
The next image I showed was ofthe two people that bought a
house with big smiles on theirfaces, which basically proves

(35:58):
that it was sold in the officeof the agent, together with a
little logo of the agent thatrepresented them.
The picture shows that it wassold.
It's not a quote, not a pictureof a house, but of actual
people with grooming smiles.
We have another one where wehave a family of four in a house
with a backdrop from therealtor.

(36:19):
I guess this was probably takenin the realtor's office.
Once again, smiling family offour.
The picture showing that itsold the caption.
Going into more details, we haveanother one where the couple
that bought the house actuallyheld up a prop of the realtor
agent with a little cut through,a cut out in the middle where
they put their faces.
Once again, the picture isshowing that it sold and it

(36:42):
features the hero of the story,which are the people that bought
the house.
We have another one that Ithought was the best although I
thought it could even be furtherimproved which was of the agent
standing next to the personthat bought the house.
Then the person who bought thehouse actually held up a prop

(37:02):
that said sold and had her nameon it her name and then first
house, with a beaming smile.
This is an amazing customertestimonial, right there.
Then the testimonial was in thecaption.
Now I told everybody in theroom I thought the more ideal
one was you together with thecustomer that bought the house,
but putting that caption as aquote in the text at the bottom

(37:26):
of the image so that peopledidn't have to read the caption
in order to see the testimonial.
Then it all comes together.
You have the testimonial, youhave the picture, you're
together with the buyer, thehappy customer, and then the
happy customer is also braveenough or willing to hold up
your prop.
I think you begin to seecreatively.
I mentioned this because, asmentioned before, customer

(37:47):
reviews and testimonials are oneof the three big types of
user-generated content, assumingthat you're not, as a B2B brand
, going to be doing contests orgiveaways.
You can see how this just mightbecome the most important type
of content I know for realtors.
It is huge and I believe anyB2B brand can learn and be
creative with testimonials, withcustomer reviews.

(38:09):
In a same way, this is one typeof content with some creativity
that B2B brands can definitelyleverage.
There's another type of contentthat could be a powerful source
of UGC for B2B companies thatBear is mentioning here.
This is because user-generatedcontent doesn't just come from
customers in a B2B setting.
They can often come fromemployees in the form of

(38:32):
employee-generated content, atype of UGC that is not
exclusive to B2B companies bythe well could come from B2Cs as
well.
Now, as I have discussed adecade ago, when I wrote
Maximize your Social, youremployees that are active on
social media can make asignificant impact in amplifying
your social media presence.
Obviously, content that theyproduce becomes an invaluable

(38:56):
type of UGC, but, depending onhow large your company is, you
might literally have an army ofnano-influencers waiting to be
activated.
Let me explain.
Online data points to theaverage CEO having 930 LinkedIn
connections.
There is no accurate data as tothe medium number of
connections that an averageemployee might have, but let's

(39:18):
say, for the purpose of thischapter or podcast episode, that
an average employee has about250 connections.
That means a company's brandhas an opportunity to get in
front of those connectionsthrough its employees whenever
an employee posts content aboutthe brand.
But if a company has just 100employees and only 10% are

(39:38):
involved with creatingemployee-generated content, that
is still 10 additional peoplecreating and sharing on behalf
of the company to theirconnections.
That means that EGC about thecompany can be seen by different
social connections andexponentially help brand
visibility grow.
The collective reach of acompany's employees, therefore,

(40:00):
will often surpass that of itsbrand.
If we do the math, that's 10employees, each employee having
250 connections.
That is potentially well 2,500people that could be reached
with every post, whereas a brandthat only has 100 employees on
LinkedIn might not have thatmany company page followers.

(40:20):
That's only if 10 of youremployees, depending on your
industry, a lot more of youremployees might be more active
on LinkedIn with a higheraverage number of connections.
This is not to mention theadded benefit of being able to
share that EGC on your ownbranded socials.
Now I'll say and you can go backand listen to my podcast

(40:40):
episode on employer branding,which is episode number 284,
actually published about a yearago.
What is employer branding andwhy is it important to marketers
?
But often EGC efforts in B2Bcompanies are tied into employer
branding, where sometimesentire social media channels are
created and dedicated to thiseffort.

(41:01):
Two examples that you can lookat if you're not familiar with
this are Microsoft Life and weAre Cisco on Instagram.
In fact, egc efforts havebecome so mainstream at larger
B2B enterprises that LinkedInnot sure if you knew this or not
actually have a new type of adcalled the Thought Leader ad,
which allows companies to boostposts from their employees and

(41:25):
publish them in their own feedas EGC.
Brilliant, right.
So if you want to go thisdirection, I mean, keep
listening, but make sure youreread chapter 7 of the Age of
Influence the Employee asInfluencer.
So what are some other types ofUGC that B2B brands can leverage
?
You might ask, above and beyondwhat I've already talked about,

(41:45):
what about live events?
According to study by Bizibo, aleading event marketing
software company, b2b companiesspend an average of 29% of their
marketing budget on events.
It is a huge source of leadsfor brands and a great way to
reengage with their customers.
B2b brands can foster thecreation of Instagramable UGC by

(42:07):
how they approach live events.
From visibility that comes fromsponsorship to creative swag,
interactive booths that cry outto be photographed, to inviting
customers and even influencers,both internal and external, to
your events, either as a compattendee or even speaker.
These are all great ways togenerate user-generated content.

(42:30):
Now, while this is before socialmedia, I'm reminded of when I
was in charge of China sales fora Japanese semiconductor
manufacturer called Rome that'sROHM, if you were curious.
As we were trying to buildbrand awareness, we exhibited
annually at the majorsemiconductor exhibitions that
took place in Beijing andShanghai.
Part of our strategy was swag,and not something trivial like a

(42:53):
pen or mouse pad, but a largecarrying bag, knowing that
attendees were probablyreceiving catalogs and samples
from a number of booths.
Now, this large carrying bagwas heavily branded and we would
also give out our own productcatalog inside it.
Remember, this was before theadvent of the internet, if you

(43:13):
were wondering, by the end ofthe day, almost everyone who
attended the conference wasslinging a Rome carrying bag,
because it was the biggest andsturdiest that was being handed
out.
If only social media existedback then, one can only imagine
the volume of UGC that we couldhave generated.
I almost cry thinking aboutthat.
But let's fast forward back totoday.
What about casual images andvideos of customers?

(43:37):
Now, you don't need to wait fora live event in order to foster
UGC creation.
If you're a B2B brand, anyinteraction you have with any
customer at your office or in anemployee like a sales person is
meeting with one in persongives you the opportunity to
grab a selfie and or a videothat your customer just might
post as well.

(43:57):
Even if they don't post it, youstill have quasi-UGC content
which shows your employees,together with your customers,
humanizing your brand andincreasing social proof.
Now, reviews are also importantin B2B right.
They help potential customerslearn more about your products
and make informed buyingdecisions, just like they do for
consumers.
You should be encouraging yourcustomers to leave you reviews,

(44:22):
which, in the B2B space, areoften on third-party sites such
as G2, captera, getup andTrustRadius, to name a few.
Should they review there, askthem to cut and paste and
publish that same review ontheir social media?
Now, even if they don't publishin the social media, you still
have a public review on athird-party site that you can
repurpose and publish on yoursocial media profile as UGC

(44:44):
content, like in the example ofthose realtors.
Now, b2b brands often have casestudies, case studies being a
more in-depth look at how yourproducts or services have helped
other businesses.
They can be a great way todemonstrate the value of your
offering and show potentialcustomers how you help them
achieve their goals.
Now, using case studies for UGCmarketing is obviously most

(45:07):
useful on LinkedIn and in theB2B space.
Now why you might not think ofthese studies as UGC?
They do qualify because usersreport their successes, although
usually they are created,obviously as part of a
collaboration with the brand B2BInfluencer Marketing.
Now, in addition to everythingelse for B2B brands, we have
guest blog posts, which we thenshare on social media.

(45:29):
Guest blog posts are a greatway to have your customers and
partners share their experiencesand expertise with potential
customers.
Your customers and partners canwrite blog posts by industry
trends, best practices or theirown experiences with your
products or services.
Now, evernote is a greatexample of this.
Their blog includes categoriesfor both customer stories as

(45:49):
well as those from Evernoteexperts who might be considered
their brand ambassadors.
We also have podcasts.
Podcasts are a great way toconnect on a more personal level
with all the people that wehinted at you can collaborate
with in creating UGC employees,customers and influencers.
You can interview experts inyour industry, have employees

(46:11):
share stories about yourbusiness or simply chat with
your customers.
Every podcast episode canbecome a piece of UGC content.
While we see a lot of thesetypes of branded UGC podcasts in
the B2B space, a great modelfor this is actually an iconic
consumer brand, jack Daniels,who hosts a podcast called
Around the Barrel, whichgenerates engaging UGC content

(46:34):
with every episode that could beutilized in social media that
you should definitely check outas a reference point.
All right, we've come a longway.
I want to end this podcast withtactical advice on how to get
UGC, because hopefully, you'rebought in and are ready to get
started or expand your UGCefforts Now.
I've created a checklist ofthings you can do to encourage

(46:56):
the creation of more UGC fromeveryone all around you.
Let's begin with the easiest wayto source UGC for any company.
Number one ask your employees.
Remember my description ofemployee generated content.
It's time to put ideas intoaction.
Remember, your employees areyour biggest fans.

(47:17):
Asking them to share photos orvideos of themselves using your
products or services or from anemployer branding perspective.
Just experience working at yourcompany, in the office, whether
it is physical or remote.
Number two once again, anycompany can do this and this
might be counterintuitive, butuse social media listening tools

(47:38):
.
These tools can help you trackmentions of your brand on social
media.
This can help you identifypotential UGC that you can use
that might already exist withoutyou knowing it.
This happens a lot.
An overwhelming majority ofsocial media posts about brands
are untagged, so unless you'relooking deeply at your

(47:59):
notifications, you might missthem.
Sometimes they don't mentionthe brand at all in the case of
visual content, like onInstagram.
So check out my preferred toolto get started with social
listening, a tool called Brand24.
You can get a free, 14-day freetrial by going to neilchafercom
.
We'll put that in show notes aswell.

(48:20):
So the above that I justmentioned, these two no-brainer
activities that any companyshould be doing in addition to
those I am going to mention now.
Now I'm going to divide thisinto those that have a pretty
robust customer base and thosethat don't.
To keep it simple, knowing thatyou come from all different

(48:41):
types of businesses, types ofindustries, different phases in
your marketing Now we're atnumber three remind customers
everywhere to use your brandedhashtag to be featured on your
social media feeds.
You begin by creating adedicated branded hashtag.
This is a simple and effectiveway to collect UGC.
Create a hashtag for your brandand encourage your customers to

(49:04):
use it when posting photos orvideos of your products or
services.
If people like your stuff, theyshould know.
You'd love to include them inyour social media to that and
publicize your branded hashtageverywhere, even on your product
, and encourage people to use it.
Finally, you might want tostate on your social media
profile that the use of the taggrants the company permission to

(49:26):
use or republish the content,and that will help automate your
sourcing of UGC.
You can even include a bitlylink to any legalese regarding
this that your legal departmentmight request, or you can do
what Disneyland did, which is goout of your way to get explicit
permission through comments.
There's more than one way to dothis.
It really comes down to therequirements of your legal

(49:46):
department, so make sure youkeep them in the loop.
Number four motivate customersto create UGC.
So sometimes what I mentionedbefore alone might not yield
results, as it takes time.
Now, if you have a really loyalcustomer base, this is almost a
no-brainer.
By saying things like supportour business by leaving a review

(50:07):
, or we really enjoy pictures ofpeople using our product,
people can get inspired, andthere's other ways of motivating
customers as well.
I want to share with you apersonal story the time that
California Pizza Kitchen liked apost that I did on Instagram
about a sangria flight that Iwas in joining with my wife at a
local CPK here in Irvine,california.

(50:29):
While they didn't need tomotivate me to create that UGC,
they're engaging with me, and myUGC surely motivates me to
mention them more in my content.
In a similar way, for some,getting involved in an online
community of sharing with otherscan be a significant
encouragement by itself,especially in an era where

(50:49):
there's less interpersonal andseemingly more parasocial
connection.
That was deep, wasn't it Allright?
Number five incentivizecustomers to create UGC.
So you have a branded hashtag.
You try to motivate customers.
Sometimes, simple encouragementand free motivation methods
aren't enough.
In this case, considerincentives or rewards for

(51:10):
additional motivation.
If you need more UGC, an easyoption is a discount code or an
opportunity to get a little bitof swag.
After all, free stuff is oftenfun stuff and, as we know,
people love to get both.
Just make sure that whateveryou offer is something they'll
want.
One brand that comes to mindthat I spoke about at social
media marketing world many yearsago is a Southern California

(51:33):
sports bar called Barney'sBeanery.
That had a program where ifpeople checked in at the time we
had four square, but also onFacebook and Instagram to the
location of one of the sportsbars, they would receive points
and they get enough points, theywould get a free you know, $10,
$20 gift card for the sportsbar.

(51:53):
So you can be creative, but alittle bit of incentive can go a
long way and at the time whenyou checked in, that would often
be shared as part of your feed,right, so that was usually
generated content as well.
The check-in.
Don't see as much of thatanymore, but it still might be
valid as well for those localbrick and mortar establishments
that are listening to thispodcast or reading my book in

(52:16):
the future.
Number six established brandambassadors.
We can formalize how weincentivize customers by
creating a more exclusiveprogram for those customers that
we handpick for their contentand online influence.
As you build a following onsocial media, look for customers
who are passionate about yourbrand and have a strong online

(52:37):
presence.
Typically, they interact withboth your content and the UGC
surrounding it.
Often, they'll discuss yourbrand on their own profiles.
Now, these individuals might begreat brand ambassadors.
In a formal capacity,ambassadors create and share
content, promote your brand andhelp build trust with their
followers.
Usually, this is a long-termrelationship rather than just a

(52:59):
one-off collaboration, like youoften see with influencer
marketing campaigns.
Customers contribute to UGCmarketing in multiple ways.
First, they produce brandedcontent and post it on their
social media, which you canobviously repost as well.
Second, they help build trustbetween your brand and potential
followers.
And finally, often brandambassadors see their personal

(53:19):
brand as growing with yours.
A good role model here isPrincess Polly, the current
default choice for prom dresses,at least here in Southern
California, at my daughter'shigh school, they have a brand
ambassador program focused oncollege students, their target
demographic, and, in addition toother perks, they give their
college ambassadors anopportunity to be featured on

(53:41):
their website when using thehashtag Polly on campus.
Number seven.
Going back to the reviews, askyour customers for reviews.
I'm going to repeat myself here, but obviously reviews provide
valuable information, createsocial proof and influence
consumers purchasing choices.
Now, depending on the forum,many people are quite happy to

(54:03):
generate reviews and a simplereminder is enough.
You can also offer a smallincentive.
The key is that most peoplewon't create social media UGC
from a review, as these areoften left on third-party
websites, if not your own.
So you'll want to ask customersto cut and paste a third-party
review into a social media postwith a selfie and tag your brand

(54:24):
for optimal effect, even ifvery few people go this extra
step of posting it to socialmedia.
You've already reap the hugebenefit of sourcing more reviews
for your brand, which you couldalso repurpose into UGC on your
profile.
Now, number eight is related tothe reviews, is Collect and
Showcase Testimonials, whichbrings us back to the realtor

(54:46):
example that I showcased.
Now, while reviews are oftenposted on third-party websites,
a testimonial can be a simplereply to an email.
They could be requesting atestimonial on social media
using your branded hashtag ortaking a picture together.
Should you meet in person, likeat events, be creative in how
you can repurpose thattestimonial for your social

(55:06):
media content, as I talked aboutwith that realtor example.
Now, if you're a startup oryour company doesn't have as
many customers as you might like, you might have been jealous
hearing me talk about the manyways that you can source UGC
from your customers.
Not the fear, as these nextgroup of solutions can help any
company, regardless of how manyor few customers that you might

(55:27):
have.
So number nine is run a brandedhashtag campaign.
This is another great UGCmarketing technique.
Hashtags encourage users toparticipate in conversations,
share content and engage withthe brand.
They also show up as a categorythat can be searched.
Done right.
Your hashtag campaign candeliver a lot of brand awareness

(55:48):
.
At the same time, they letpeople share their content so
that everyone sees it.
You won't have to do much elseto get results, but it all comes
down to how you design orstructure that branded hashtag
campaign and then, obviously,how you promote it, which often
will include some sort of paidcomponent, especially if you're
a startup with few customers andwith a very, very small email

(56:11):
list.
So these are big brand examples, but share a Coke by Coca-Cola
and like a girl by always arethese classic examples of
campaigns that boosted brandengagement and brand awareness?
The hashtags both promotediscussions about the brand and
for the always campaign, thehashtag foster discussions about
what it means to be female anddeal with everyday struggles If

(56:33):
your startup has a broadermission as to why you exist, why
you are creating, manufacturingor providing the products and
services that you do.
You'll want to create a brandedhashtag campaign that taps into
your corporate mission, thatgets people talking about it and
that can become a very, verypowerful one, along the lines of

(56:53):
these other hashtag campaignsthat I mentioned.
Number 10, run contests andgiveaways.
Contests and giveaways are agreat way to encourage people to
create and share UGC.
When people enter a contest orgiveaway, instruct people to tag
your brand in the post, whichobviously will help to increase
your reach and make you aware ofall the wonderful UGC content

(57:18):
that is being created all aroundyou.
Please, though, make sure youfollow the rules that every
social media platform has aboutcontests, and every platform
does have very, very specificrules about contests and
giveaways and what is and isn'tallowed.
Number 11, partner withinfluencers.
Influencers obviously have alarge following of engaged users

(57:41):
.
Partnering with them can helpyou reach a wider audience with
your UGC.
Influencer content, as we know,can drive sales by increasing
brand exposure, building trustand helping you reach new
potential customers.
For instance, a lot of peoplemight benefit from your products
and services, but just mightnot be aware of what you have to

(58:02):
offer.
This is often true in theconsumer product space.
So, to leverage influencermarketing, you'll partner with
influencers who align with yourbrand values and have a strong
connection with your targetaudience.
Before you begin, make sure thatyou choose your target audience
carefully, especially if yourbrand has a wide appeal, and
note that choosing the wronginfluencer can spell disaster.

(58:24):
But, with that said, the rightperson can help you skyrocket
sales and amplify your salesfunnel.
People listen to influencerswho gain that status by giving
great advice.
Some influencers also have starpower, such as sports figures.
If you want to go deeper intoinfluencer marketing for
user-generated content, pleasemake sure you pick up a copy of

(58:45):
the Age of Influence, and Ithink that will be the best
advice that I could give you.
All right, number 12.
This is going to be the lastone I'm going to be talking
about higher UGC contentcreators.
Now I'm going to have adedicated chapter all about
freelancers and freelancemarketplaces to help fulfill
your digital first marketingneeds.
But between Fiverr and Upworkalone, there are literally

(59:08):
thousands of UGC contentcreators that you can engage
with and hire, and I already didthe search for you.
You're welcome, all right.
So that's 12 different ways.
Any company, regardless ofindustry or size, or how many or
how few customers you have, canbegin the process of sourcing
more UGC and making it a higherportion of the social media

(59:30):
content that you publish.
So now you're asking, neil, I'mstarting to get lots of UGC,
what's next?
So, if you've bought into mymessage so far, the most
important thing you can do nowis to promote your UGC and use
it to slowly replace, or atleast complement, your branded
social media content.
Now, in conclusion, the pointof this chapter and this podcast

(59:54):
episode is to encourage you topost more UGC and less of your
own content on social media toreap the benefits of having a
social media presence.
That being said, beyond yourown social media posts, another
business benefit that I want toremind you of is the ability to
potentially lower expenses andincrease conversions by

(01:00:16):
utilizing UGC in youradvertising Another key benefit
outside of just social media butwait, there is more.
Why not use UGC wherever youhave touchpoints with your
present or potential customersas a digital thread?
Ugc can be used everywhere,including your website, email
marketing and even your offlinemarketing materials.

(01:00:36):
So hopefully, as I concludethis chapter and this podcast
episode, you have begun toreimagine your social media in a
way that is more aligned withhow social media is naturally
used today, and I hope that thiscan become a powerful part of
your digital first marketingstrategy.
The benefits go far beyond justsocial media and will enhance

(01:00:57):
your marketing and business on anumber of fronts.
Now one final note in closingthere are many brands who still
want to maintain their brandstory via their own content on
their social media.
Sometimes the UGC, curated, itstill cannot express certain
things that the brand feelscompelled to tell.
Now, this is the reason why Ihave another chapter following

(01:01:21):
this on social media, onoptimizing your social, which
will be all about transformingyour message into authentically
social content.
Together with UGC, they willboth revolutionize and
exponentially multiply theimpact that your social media
content will have.
Wow, that was a long soloepisode.

(01:01:43):
I've done a few long soloepisodes and I was reading that
you know how long will a or howmany words go into a 20 minute
episode?
I read somewhere it was like3,000 words.
Well, this came off of a 6,300word script, which obviously is
going to be repurposing tobecoming one of the chapters,

(01:02:04):
but I hope that you enjoyed thisand that it actually sparked
interest in my upcoming book aswell.
This is one of 19 chapters, sohopefully you begin to see the
direction that I'm going with mybook title to be determined
I've yet to announce publiclaunch or pre-sell of it.
I've yet to decide my publisher,but I hope to be deciding on

(01:02:26):
those things in the next fewweeks and if you would like to
become part of the book, if youhave a story to share, a case
study to share, a quote, I urgeyou to reach out to me, neil, at
neilshaffercom.
I am actually looking to sourcecase studies, as I did for the
Age of Influence, and I reallywant to make you my podcast
listener.
This is my own way of generated, user generated content.

(01:02:47):
I want to make you part of mybook writing process.
So reach out to me, neil, atneilshaffercom, go to
neilshaffercom or find meneilshaffer anywhere on social
media.
I am the real Neil and theALSCHAFFER.
I am also your digitalmarketing coach and I want to
thank you for tuning intoanother episode.

(01:03:08):
Make sure you hit thatsubscribe button.
I'll be back at you next weekand until then, this is your
digital marketing coach, neilSchaefer, signing off.

Speaker 2 (01:03:42):
Check out Neil's digital first group coaching
membership community If you oryour business needs a little
helping hand.
See you next time on yourdigital marketing coach.

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