Show, don’t tell. You’ve probably heard this pithy advice for better writing, but it’s also a powerful adage to strengthen your overall marketing efforts. One of the best ways to capture the benefits of “show, don’t tell” is user-generated content, or UGC. It’s an approach that’s often ignored or misunderstood by service firms. As a result, they miss out on critical opportunities to persuade potential clients. Want your company to gain an advantage that other firms don’t fully appreciate? Then let’s take a look at what makes user-generated content so effective — and how you can use it to attract potential clients and build trust for your brand.

What Is User-Generated Content Anyway — And How Can it Help My Firm?

User-generated content refers to any content related to your brand — whether it’s text, images, or video — created by someone who isn’t part of your company. This helps your brand improve not only its visibility but also something more valuable: Its credibility.

With user-generated content, you’re not telling the world about your services and then asking people to believe you. Instead, user-generated content allows your clients (and others outside your firm) to be your best advocates, and show that your firm matters.

Here’s why many firms (including your competitors) overlook this persuasive tool: They mistakenly believe that user-generated content is meant for consumer products and services. They think, “Sure, I see how this can work well for a shoe company when their customers tweet about how comfortable or cool the product is. But I’m a service provider — this user-generated stuff doesn’t apply to businesses like accounting firms, or IT firms, or fund administrators.”

It’s a misconception that undermines their pursuit of new clients. Those companies don’t understand that user-generated content is relevant for all businesses.

 It works because it’s grounded in social proof — a concept described in the best-selling book Influence: The Psychology of Persuasion, by psychologist Robert Cialdini. Here’s the basic idea behind social proof: Here's the basic idea behind social proof: We are swayed (often unknowingly) by others' behavior. We copy the choices other people make, affecting many aspects of our lives. That includes buying decisions.

Social proof is what makes word-of-mouth and referrals so effective. It also applies to situations where we might not have a personal connection to those making recommendations, such as user-generated content that’s shared online. When clients explain how your firm helped them — or if a respected individual shares their insights on your company’s website — that helps elevate your brand’s profile.

Three Ways to Make User-Generated Content Work for You

Now that we understand what user-generated content is and why it matters, let’s explore specific ways to make this work for your firm:

Repurpose Your Client Testimonials and Case Studies

If your website has client testimonials or case studies, you already have raw material for user-generated content. If not, make it a priority to ask clients for testimonials (they're an essential marketing tool for any business).

To turn those testimonials into content, you can use, focus on the most compelling excerpts and share them on social media (LinkedIn, Twitter, Instagram, etc.). Look for quotes that express the value of your services — which conveys how you helped a client save time, money, or address a specific headache. Try to highlight quotes that have a conversational tone. This will sound more genuine and create a stronger connection than stiff, overly formal language.

To maximize the number of people who see those testimonial excerpts, keep this in mind:

Don’t just take the basic text from a testimonial or case study and post that in your social media accounts. It may be the easiest way, but it’s not effective.

Do take that text and create a custom image that features your clients’ words. Images receive a lot more attention (read: likes and shares) on social media than basic text — even if that image is nothing more than a larger, more attractive way to display words. 

Do tag your client when you post the testimonial, so that they can share it with their followers.

For clients, you have a close relationship with, consider asking for video testimonials that you can post on social media. If you do this, be respectful of clients’ time: Make sure they know the recording doesn’t have to be long, and it doesn’t have to be a perfect take. As long as the overall audio and video quality is decent, your marketing team can edit it to create testimonial sound bites.  Pro tip: If you use video, always include captions that are synchronized with the audio portion of the video, so viewers can still see your client’s words of praise if the volume is turned down. 

Enlist Your Employees As Brand Ambassadors

When you post user-generated content (like testimonial excerpts), you want to ensure it gets viewed beyond your company’s social media account. Ask your employees to share these posts on their social media as well. 

LinkedIn can help with this if your company has a business page there. Page administrators can use the employee notification feature to let your team know you’ve just shared an important post on LinkedIn (instead of sending a separate email to your staff).

When your employees act as brand ambassadors, it helps them feel even more connected to your firm, because they’re playing a vital role in marketing efforts. Being a brand ambassador involves more than reposting your firm’s content. When users outside your company comment on user-generated content, be ready to have thoughtful interactions with them on social media. Show that you’re responsive and helpful in a public forum, and that creates goodwill for your brand.   

Invite Guest Bloggers to Post on Your Website

In addition to testimonials from clients, there’s another way to boost your brand’s profile with content not sponsored by your firm: Invite guest bloggers to write posts for your company’s blog. Even if they don’t mention your firm’s services, they’ll be covering topics that your potential (and current) clients care about. The benefit of using guest bloggers is twofold: They’ll promote the post to their audience, which attracts new visitors to your site — and well-respected bloggers will strengthen your brand’s image by association.

That part about “well-respected” is critical. When you’re looking for guest bloggers, think quality, not quantity. Don’t overlook guest bloggers just because they lack a huge social media following. Instead, focus on people who are respected in the industry you’re targeting and have meaningful discussions with their followers. 

Share Your Firm’s Value With New Audiences

With user-generated content, your firm can reach new audiences and show potential clients how other people feel about your brand. They are your best advocates because their actions show decision-makers that your brand has credibility.

Would your team like to build more brand awareness with content that potential clients trust? We’re happy to answer any questions you have about user-generated content, and how it can strengthen your brand’s credibility. Let’s connect.