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Create a free brief and start generating UGC for your business ➡️ https://soona.co/ugc

🗣In this episode of the Dropship Unlocked Podcast, we welcome Liz Giorgi, founder of Soona, a platform revolutionising how brands create and manage professional and user-generated content. 

Liz shares her journey, insights on the importance of high-quality content in e-commerce, and strategies for leveraging user-generated content to boost sales and engagement.

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Links and Resources Mentioned:

Pick up a copy of Lewis’ book: https://htabook.com 

Get Shopify for £1 a month for 3 months: https://www.dropshipunlocked.com/shopify 

Get a free trial with a professional phone line: https://www.dropshipunlocked.com/circle 

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Key Takeaways:

★ Types of Effective Content: Analysis of different content types such as images, videos, and reviews, with examples from successful campaigns.

★ Focus on User-Generated Content (UGC): Exploration of the value of authenticity in UGC and strategies for encouraging customers to share their experiences.

★ How to Showcase UGC: Methods for integrating UGC into online stores and marketing to drive sales and engagement, along with examples of successful UGC implementation.

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Topics Discussed:

In the "Create Winning Content For Ecommerce" podcast episode 74 of Dropship Unlocked, Liz Giorgi, the founder of Sooner, discussed the importance of content in ecommerce success. She emphasised the significance of user-generated content (UGC) and its impact on businesses, offering valuable insights for entrepreneurs. Giorgi also shared strategies for automating the process of acquiring UGC and creating effective content for ecommerce businesses. Additionally, she highlighted the benefits of group coaching in addition to one-on-one mentoring for ecommerce entrepreneurs. Overall, the episode provided valuable information on creating winning content for ecommerce businesses and leveraging user-generated content for growth.

• 00:00:00 In this section, host Lewis Smith and Client Success Coach James Eardley welcome Liz Georgi, the founder of Sooner, a platform that helps brands create high-quality content for their ecommerce businesses. Georgi shares her journey, from her ambition to become a television broadcaster to founding Sooner in 2019. She explains how her background in television and entrepreneurship led her to create a platform that makes it easy for sellers to produce engaging and converting content, which is crucial in today's world where ecommerce businesses heavily rely on visual assets to attract customers. The discussion covers the importance of user-generated content and how it can significantly impact businesses, offering valuable insights for entrepreneurs looking to scale their ecommerce operations.

• 00:05:00 In this section, she emphasises the importance of content in ecommerce success. According to Giorgi, content is crucial as shopping is a visual experience, whether online or in-person. She also highlights the growing trend of visual shopping through platforms like TikTok and the significance of user-generated content in engaging customers and closing deals. Giorgi suggests that founder-led content, such as videos featuring the founder using or discussing the product, is effective in the early stages of a business. As the business grows, professional product images become essential. Lastly, user-generated content can significantly impact sales and should be encouraged by targeting the right audience.

• 00:10:00 In this section, the importance of user-generated content (UGC) for ecommerce businesses is discussed. UGC is perceived better by customers as it comes from relatable and trusted sources. It also acts as a distribution hack, helping businesses reach more people and gain authenticity in their marketing. The distribution of UGC can vary depending on the platform, and it's essential to understand the type of content that works best for each one and where the target audience is most likely to be found. Consistency and persistence are key to finding the right vibe and voice for a brand through UGC.

• 00:15:00 In this section, Liz Giorgi discusses automating the process of acquiring user-generated content (UGC) for e-commerce businesses. She recommends Suna's Trend product as a starting point, which allows brands to create a free campaign and hire creators from their marketplace to generate content. Another way to drive automation is by implementing post-purchase flow user-generated content creation emails, offering incentives to customers for creating content about the product. Lastly, she suggests using social listening tools to reach out to creators who have made content related to the product and offering them coupons or other incentives to use their content. The order in which businesses should prioritise these methods depends on their messaging preferences and brand image. Ultimately, a combination of both campaign-style creation and automated methodologies can lead to greater scale and success.

• 00:20:00 In this section, she discusses the best practices for Ecommerce business owners who want to create a message for user-generated content (UGC) creators. According to Giorgi, businesses can use tools like Suna.co/ugc to create a brief for creators, focusing on key messages and preferred talking points. The brief should include the platforms for UGC, the benefits of the product, and what creators should not mention. If a business prefers to create the brief themselves, they should focus on two to three talking points, which are features of the product, and provide basic information like the company name and website. Giorgi advises against giving creators a script to memorise as it can drain their energy and remove authenticity. Instead, she recommends providing the short version of what the business wants to get across. Overall, a mixture of following the message and maintaining authenticity works best for user-generated content.

• 00:25:00 In this section, she discusses creating effective content for ecommerce businesses. She emphasises the importance of showing how to use a product and providing glowing reviews with clear reasons. Glowing review content, which is popular on platforms like TikTok, should focus on specific value propositions, such as quality, speed, or ease of use. Amazon reviews can be a helpful resource for identifying focus words and key messages. Giorgi also suggests being honest about any issues with the product and encouraging creators to share their authentic experiences. Additionally, she recommends experimenting with different angles and perspectives to determine which content resonates best with consumers and drives the most sales.

• 00:30:00 In this section, the importance of incorporating User Generated Content (UGC) on product listing pages is discussed. While some sellers may not put UGC on their Product Description Pages (PDPs), doing so can help close deals by reminding viewers of the product they've seen on social media. Even if the UGC quality isn't the best, it's worth adding as part of a curated mix. UGC provides buyers with a 360-degree view of the product and helps them make informed decisions. Brands can change the UGC on their PDPs with the seasons or for specific events like holidays to keep the content fresh and engaging. While more views don't always equal more sales, targeted views to the right audience with the right message can drive significant sales, especially in categories like beauty, health and wellness, pet products, and home goods. UGC can also help build brand awareness and attract followers, even if the sale isn't immediate. Overall, UGC is increasingly important in today's industry and can lead to impressive results for brands that embrace it.

• 00:35:00 In this section, she emphasises the importance of reaching the right audience with content, rather than just aiming for views. To achieve this, she suggests utilising various tools and insights. Firstly, examining Instagram Business Insights and TikTok Creator Insights to understand demographics and current trends. Secondly, Google Search Console can provide information on consumer interests. By using these free resources, businesses can create content that resonates with their audience and is relevant at the right time, increasing engagement and sales. Liz also recommends starting with user-generated content on platforms like See.co/ugc, and suggests trying free social listening tools like Sprout Social and later.com. Overall, Liz's strategies demonstrate the power of content in enhancing customer engagement and sales performance for ecommerce brands.

• 00:40:00 In this section, the speakers discuss the value of effective content for ecommerce businesses and how it can be personalised for customers. They recommend pairing Liz's strategies with the comprehensive framework outlined in the book "Home Turf Advantage" for a solid foundation. The main expenses for a drop shipping business include basic software tools, a professional email service, and a dedicated phone line. Marketing efforts will primarily be through Google ads, and initial ad spend should be recouped through sales. Be aware that the first order to the supplier may require upfront payment. Overall, drop shipping businesses have minimal overhead costs compared to traditional retail models.

• 00:45:00 In this section, Liz Giorgi discusses the potential for a dropshipping business to become a self-sustaining income stream with low overhead costs. She emphasises the importance of carefully selecting high-demand products and using a nine-step validation criteria to ensure success. Diana, a podcast listener, expresses her appreciation for the Q&A episodes and suggests more of them. The hosts agree and plan to provide more of these episodes in the future. They also encourage listeners to share the podcast with those who could benefit from it. The episode concludes with a question from Rishi Patel about the difference between one-to-one and group coaching for finding a mentor in dropshipping. Liz responds that both approaches are essential and offer the best of both worlds, providing personalised support and learning from the questions and experiences of others in a group coaching environment.

• 00:50:00 In this section, Liz Giorgi discusses the benefits of group coaching in addition to one-on-one mentoring for ecommerce entrepreneurs. She explains that while individual questions can be answered directly in a one-to-one setting, the collective wisdom of a group can provide valuable insights and solutions to challenges that may not have been considered. Giorgi also emphasises the importance of having a clear, proven step-by-step training program and framework to follow for building a successful ecommerce business. She encourages listeners to share the podcast with others who might be interested in starting their own online business.

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