This week, take a musical road trip with Ram Truck. Stop and see the preference of real people for real content. Then the trip ended with a unique ending.
The band running with Ram
As the band hits the road again, Ram Truck is Ram BandVan tour On the road again. This year’s version called Back to Live provides at least 5 emerging bands with the opportunity to use ProMaster BandVan on the go.
Earlier this year, Foo Fighters lead singer Dave Grohl directed What drives us, A documentary featuring well-known bands, recalling the time they drove in a van. (Foo Fighters are driving a Ram van they call Big Red Delicious.) He also appeared in a Advertising campaigns for the brand.
Why it matters: A year ago, the Ram BandVan experience had nowhere to go because the band had nowhere to go during the pandemic. Since Ram Truck started BandVan tour in 2018, the tour website has provided a lot of content to keep people interested-including alumni news and music links from more than 20 artists who participated in 2018 and 2019. Fans can learn about the content by following #RamBandVan Instagram And other social channels.
Ram Truck has also taken celebrity endorsements to a new level through layered content collaboration with Dave Grohl, including documentaries, advertisements and stories around Radkey.
It turns out that real people prefer real people
Authenticity is important to most consumers, according to Changes in consumer shopping habits after the pandemic: authenticity, personalization, and the power of UGC Via Starkla.
How do you create this authenticity? Surveys show customers who follow you: 72% of people say that real customer photos and videos are what they most want to see on e-commerce sites when making a purchase decision. 80% said that if there are photos and videos from customers on the website, they are more likely to buy products online.
Interestingly, 79% of people said that user-generated content will greatly influence their purchasing decisions, while only 9% said that influencer content will influence their purchasing decisions. More than half (58%) said they left the e-commerce site without making a purchase because it did not have any customer reviews or photos.
Consumers are also willing to be real people. More than 50% of people said they would allow brands to use their pictures or videos.
Why is it important: The survey focuses on online retailers, but the results should inform B2C and B2B content marketing strategies. When the audience sees other people doing the same thing, they are more likely to take action. You don’t have to provide a formal review or star rating system. You only need content featuring real people with similar needs and interests to your audience. And you don’t have to invest a lot of money to create it-user-generated content can win the attention and interest of the audience.
Before you hire an “influencer,” consider that 79% of the @Stackla survey said that user-generated content highly influences purchasing decisions. Only 9% of people said influential content. (Via @CMIcontent) Click to tweet
Don’t waste content opportunities
Given how Zoom has become a verb in the past 18 months, you might want the brand to relax its marketing. In contrast, real-time meeting platforms use an often overlooked portal to accelerate progress: the screen you see after the meeting.
Zoom has created a library of relevant and interesting calls to action to be displayed after the meeting.It has more than two options in rotation, including this An online meeting service linked to a third-party report (Gartner):
Why is it important: Immature marketers may not realize that the thank you or meeting conclusion page is a content opportunity. But Zoom did it. The company’s marketing team knows that many users are not paying customers-they have attended other people’s meetings or subscribed to free services. But it sees the value of communicating with audiences who are already interested in its products. Although we cannot all become Zoom, we can identify those “one-off” pages and make them more valuable to our brand and audience.
Cover image courtesy of Joseph Kalinowski/Content Marketing Institute