Boost Brand Trust With UGC in 2025 21 Mar 2025, 2:59 am

The retail industry thrives on user-generated content (UGC).

From food and beverage to beauty products, UGC is everywhere in retail. Research shows that websites that feature visual UGC see a 190% increase in revenue per visitor.

Time for B2B companies to grab a bigger slice of that pie.

Do you have UGC on your website or social channels? If not, here’s how to use UGC for your B2B marketing.

Note: UGC might not be applicable to all industries. Some have legal or privacy constraints that prevent them from using it. Contact our team if you want to brainstorm with BFT about how you can create brand trust in your marketing.

What is UGC? And Why Does It Work for Brands?

User-generated content (UGC) is created by customers or fans instead of the brand itself. This includes photos, videos, reviews, and social media posts highlighting authentic product or service experiences. Intentional work gathering UGC can really push your brand to connect with potential customers on a genuine level.

UGC works because people trust people more than brands.

Prospects want proof that a service or product delivers on its promise, and real experiences shared by individuals make your brand more credible and relatable than polished ads.

How can you make this happen at your business?

How B2B Companies Can Lean Into UGC to Boost Brand Trust

So how can we adapt the UGC principles for a B2B setting?

Start simple.

Testimonials are a powerful tool in your B2B marketing toolkit. And frankly, they’re underutilized.

UGC is about showing (through video, photos, reviews, and social posts) how someone uses your product or service.

It doesn’t need to be a professionally produced video interview or a formal setup. That may work for a smaller company. However, in-person filming may not be feasible for a global company. Even a customer capturing a short recording—video or audio—is a great start.

Ask your favorite customers for testimonials. It can be as simple as providing them with a few prompts like:

• How do they use your consulting services?
• Can we see the product in action?
• What was their customer service experience?
• Describe the before and after.
• What improvements have they seen after working with you? (Percentages and money saved are huge here.)

We’ve seen BFT client partners use written testimonials, collect customer photos of products in action for email campaigns, and do video interviews or podcasts to strengthen their brands.

Another strategy to consider is to collaborate with clients on a photoshoot or installation. This grants both parties access to high-quality photos or videos for promoting their products and services, and shares costs across both parties, making it more economical.

Design a UGC Strategy for Your Business

To effectively boost brand trust, gathering UGC should be part of almost every company’s sales process. Add a reminder to your project process to gracefully ask for a testimonial at the end. Or, if you hear a really great sound bite in a conversation with a client, ask if you can write that down and use it.

Testimonials strengthen your brand image but also help you understand how customers describe their experiences—often using language that may differ from industry jargon.

It’s usually difficult for internal teams to describe what they do or how they do it without using industry lingo. Customer testimonials and descriptions can really help here.

Are you making UGC part of your strategy?

If not, now’s the time to start.

Evaluate your current campaigns, identify where UGC can shine, and observe how customers connect with your brand.

Do you need help with a marketing plan for UGC? BFT can help with that. Reach out today to talk strategy.

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Are Value Props Dead? Here’s How to Check the Pulse 21 Jan 2025, 10:31 pm

We are often asked to help our clients refresh or create their value proposition. Although they tend to be shorter statements, they are critical components of your messaging platform so it’s important to make sure they are right.  

Whether you’re creating the company’s first value proposition or refreshing one you’ve been building from for decades, there are several core questions that regularly come up.

• What role does it play in our messaging framework?
• What’s the best way to frame it up?  
• How do we use it throughout our suite of communications, both internally and externally?

The Core Foundation of a Value Proposition

Your value proposition answers the ‘why’ a customer should choose your company or offering over others. It speaks to your customers and highlights the value they will receive.

Construct it to convince your audiences and stakeholders that your company and offering are worthwhile. A genuine value prop helps to generate awareness, differentiate from competitors, and grounds the way you move forward.

Specifically, a strong value proposition can:

• Help potential customers quickly grasp your key advantages
• Set you apart by emphasizing what makes you different
• Set the framework for creating compelling marketing messages
• Steer customers toward working with you
• Guide you in understanding and staying aligned with audience pain points and priorities

BFT’s Top 3 Value Prop Litmus Tests: Valuable, Differentiated, Substantiated

Google value proposition and you’ll get a long list of best practices, tips, and tricks around how to craft a strong value proposition. While there is no one right method, it is highly recommended that your value proposition should be a short statement that:

• Clearly identifies key benefits
• Shows how you solve for your audiences’ challenges
• Accurately represents your offering

At BFT, we often use a formulaic approach as it outlines the logic trail from your features to the ultimate benefit. It also helps visually map out the proof points that align with each component.

Integrating Your Value Prop into Your Marketing Mix

As the core of your messaging framework highlighting the value you provide customers, your value proposition could appear in multiple places, including your website, communications, marketing campaigns, and sales presentations. Tailoring it by audience and medium will help strengthen engagement.

Crafting your value proposition can be challenging as you strive to slim it down to the universal benefits you provide across all your audiences and determine how to integrate it into your messaging platform. The balance lies in finding the right mix of strong proof points supported by your unique support pillars.

Reach out if you’d like BFT’s help to define your unique advantages and communicate with your audiences.

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The Psychology of Headlines in Advertising 21 Jan 2025, 3:54 pm

When it comes to advertising, the headline is often the make-or-break moment.

A well-crafted headline can grab attention, spark curiosity, and compel action.

But what makes a headline truly effective?

It’s psychology.

How it makes people feel—when we want readers to act—is key.

Attention is the First Battle

Human attention spans are notoriously short.

Now more than ever, messages are pumped to consumers at extremely high volumes. Because of shifts in consumer behavior, a headline has mere seconds to capture interest.

To cut through the noise, successful headlines use:

1. Bold claims
2. Intriguing questions, or
3. Powerful verbs

For example, a headline like “Discover the blueprint to doubling your team’s productivity” piques curiosity while promising value.

Emotional Resonance Drives Engagement

Emotions play a significant role in decision-making.

Headlines that tap into feelings—be it excitement, fear, or aspiration—are more likely to resonate with readers.

When we want to compel action, a headline like  “Your competitors aren’t waiting—why should you?” creates urgency and prompts business leaders to act before falling behind.

Clarity Over Cleverness

While creativity is important, clarity often wins.

Audiences respond to headlines that quickly communicate benefits or solve problems.

For instance, “Simplify your supply chain with smarter logistics tools” is straightforward and benefits-driven, appealing to businesses aiming for operational efficiency.

Personalization Matters

Including words like “you” or “your” and addressing specific needs makes headlines feel more relevant.

A headline such as “Learn how you can double your productivity today” speaks directly to the reader, making the promise feel personal.

The Power of Numbers and Specifics

Numbers add credibility and make headlines stand out.

Compare “Tips for better marketing” with “7 proven tips to boost your marketing ROI.” The latter is more compelling because it includes a number, is specific, and promises actionable insights.

Bring It All Together Now

The psychology of headlines boils down to understanding your audience’s needs, emotions, and behaviors.

By leveraging attention-grabbing techniques, emotional triggers, and clear value propositions, your headlines can turn casual browsers into engaged customers.

Are you struggling to create messaging that resonates with your target audiences? We can help with that. Reach out to the BFTeam today and let’s chat about your business goals.

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3 Questions with Junior Project Manager Lauren Hetrick 5 Dec 2024, 9:36 pm

We’re excited to introduce Lauren Hetrick, the newest addition to our marketing team! Lauren brings a thoughtful approach to her work, often stepping into different perspectives to uncover creative solutions. From driving inspiration to delivering meaningful client experiences, Lauren is all about making a positive impact. Let’s dive into three questions to get a glimpse of her marketing mindset. 

What’s your secret weapon as a marketer, maker, human? 

Being able to step away from scenarios and look at them from perspectives other than my own. 

Which types of projects have been the most personally rewarding? 

When the end result shows the client just how incredible and important they are—or their service is. 

Inspiration can come unexpectedly. What have been your most unusual sources? 

Maybe not the most unusual, but my best ideas always seem to come while I’m driving. 

Lauren’s ability to empathize, create impactful work, and find inspiration in unexpected moments makes her a fantastic addition to our team.

We’re looking forward to seeing the innovative ideas and thoughtful solutions she’ll bring to the table!

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Google’s Latest Automated Keyword Pausing Feature: Is It Beneficial or Challenging for Your Ad Campaigns? 17 Oct 2024, 3:42 pm

Google Ads recently introduced a new automated feature that pauses keywords that have not generated significant activity in the past 13 months. While this update is designed to improve campaign efficiency, it raises important questions: How reliable is this feature? What does it mean for your campaigns? And most importantly, how will it impact your results?

At Blue Flame Thinking (BFT), we are committed to delivering optimal results for our clients. To help clarify this update, we analyzed its effects and share our findings below, along with actionable insights.

Is Google’s new feature effective?

To evaluate the reliability of this feature, we audited the campaigns we manage. Across all accounts, a total of 110 keywords were automatically paused. After cross-referencing these with SEMrush data, we found that only five of the paused keywords had any search volume within the past 90 days, and even then, they were minimal.

These results indicate that Google’s new internal tool has effectively identified and paused underperforming keywords. However, while the automation was largely accurate, it does not eliminate the need for active campaign management.

What does this mean for your ad campaigns?

Google’s updates, including this feature, are generally beneficial but require ongoing attention. Automated tools can optimize campaign performance, but they also necessitate daily monitoring to ensure important keywords aren’t mistakenly paused. Campaign managers must remain proactive, continually refining their keyword lists and adjusting strategy as needed.

How we communicate campaign changes with clients

At BFT, transparency is at the core of our client relationships. When implementing new features like this one, we prioritize clear communication. We share both the positive impacts and any concerns—such as the need for closer monitoring. This approach fosters trust and strengthens collaboration.

We recommend that others managing Google Ads campaigns adopt a similar strategy: maintain open communication with clients and keep them informed of updates and their effects on campaign performance.

Next steps for managing Google Ad campaigns

With this new feature in place, there are several best practices we recommend:

1. Monitor regularly: While Google’s automated tools are helpful, they are not foolproof. Ensure that you review campaign performance and keyword activity regularly.
2. Be aware of glitches: Google initially indicated that campaign managers would be notified when keywords were paused. However, we discovered that this notification didn’t always occur. Regularly check the change history to ensure you’re aware of any updates.
3. Reassess keywords frequently: Google’s automation is a great tool, but it doesn’t eliminate the need for manual oversight. Regularly updating your keyword lists ensures that your campaigns remain aligned with current trends and budget considerations.

At BFT, we continually monitor our clients’ campaigns to ensure optimal performance. If you’re unsure whether your Google Ads are fully optimized, our team is ready to help. Contact us today to explore how we can enhance your ad campaigns and drive better results.

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One Tiny Little Secret from a Copywriter’s Life 9 Oct 2024, 12:36 pm

After digging into data from the past three years, we’ve noticed a trend.

When clients take on copywriting for their website project, delays happen.

By comparing the original project timeline and the actual go-live date, when clients are responsible for copywriting:

• About 50% of our projects have experienced an average delay of 1.5X the original timeline.

The one thing I do every day that makes others cringe

It’s time to share a secret from my workday.

Are you ready for it?

Here it is: A little thrill runs through me whenever I open a blank Word document to start a new writing project.

Every single time.

A zing. A zip.

And that may make you shudder.

I’ve seen that exact reaction from teammates (You know who you are!).

I’ve made peace with it. Not everyone loves writing. For me, it feels like the thrill of possibility.

Why writing copy doesn’t fit in the typical workday of a client

If you love lists, we can be best friends.

My daily to-do list includes:

• Tasks ranked in priority order
• A mix of short, easy-to-complete items and longer “really need my brainpower” items
• Inevitably, there’s a task that I know isn’t going to be very fun

It all comes down to that last bullet.

Web, PPC, ad, or landing page copy often falls as the “last item” on the to-do list for clients. And often, the last item gets bumped to the next day. And then next week.

And maybe you like writing.

But your day-to-day job—the actual work you are required to get done every day—takes priority over copy.

New product launches. Changing business goals. New staff training. Shifting job responsibilities. Major company events. These all take precedence over website copy.

Why you should hire BFT to write copy for your project

Hint: It’s not just about the money.

Delays happen. Whether from competing priorities, internal turnover, or a lack of project ownership, website projects can be tricky to wrangle.

Either clients don’t realize:

1. How long it will take to write
2. The amount of copy needed
3. How the approval process will get bottlenecked
4. That copy tasks often get shuffled from one project owner to another

The bottom line is: Copy delays can significantly impact the project launch date.

We can help with that.

Our BFTeam has a well-established internal process to manage our workload and dedicate specific time to client tasks, including copywriting. Copywriting follows a specific process of brainstorming, reviewing provided collateral, theme ideation, edits, and refinements—and we’re always flexible to what our clients need.

At times, we help with the full copywriting package: content gathering, writing headlines, body copy, and metadata, while other clients write the body copy themselves and we fill in the rest.

Often our clients have goals to improve SEO on their websites. Unless you’re an SEO expert, you’re likely already scheduled to use BFT’s copywriting services. Our team weighs in on keywords and integrates those SEO terms into headlines, metadata, and body copy. Since you’re already dedicating a portion of your budget to copywriting, here’s a little reminder: our team will always uphold our end of the deadline on your project.

The copywriting phase is a short period in the overall project timeline and typically accounts for about 6-9% of the overall project budget. But it’s crucial for maintaining the timeline and the quality of work.

Allocating a portion of your budget to our internal copywriting services can help you avoid project delays. And we’ll ensure that your brand voice is integrated seamlessly into your messaging.

So, who wants to open the next Word doc?

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3 Questions with Digital Marketing Specialist Amanda Allard 18 Sep 2024, 2:18 pm

Amanda is passionate about learning. Throughout her years of academia, she’s developed research skills and a love for data that shines through in her client work. She’s a TEDx speaker and previously was a university instructor while she completed her doctorate. Count on her to bring the methodologies—and the results—to the table.

Which types of projects have been the most personally rewarding?

I personally find projects that were a team effort the most rewarding. I enjoy watching a team’s hard work and effort pay off.

What is something unexpected you’ve come across in your career that made a project or process easier?

Two things: forming meaningful relationships with clients and being comfortable to ask for help when needed. These two things have saved me many times and are things I recommend others do as well.

Inspiration can come unexpectedly. What have been your most unusual sources?

I find inspiration through small talk believe it or not. If you listen to small talk between your friends and family they will often discuss brands, businesses, work, and marketing. If they are experiencing pain points others may be as well. This often gives me inspiration to try new marketing techniques and view problems through a different lens.

Thank you for your willingness to dig in and find the answers, Amanda! We’re grateful to have you on the BFTeam.

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Email Marketing Automation: Unlock the Potential to Customize Customer Engagement 15 Aug 2024, 4:26 am

As marketing strategies evolve, businesses increasingly face challenges in delivering personalized messages to their target audiences.

Email marketing can be a powerful tool.

But as a manual process, messaging and segmentation is difficult.

Here’s why:

• Customer data is often limited and doesn’t include details that can meaningfully direct messaging, like preferences or past interactions.
• Demographic information may only be general and at a company level, rather than the individual people and job titles in the company.
• A common obstacle with manual email sends is that while other detailed information may be available, like leads collected from trade shows, it’s typically housed in siloed spreadsheets that email systems can’t leverage.

Email marketing automation bridges this gap by enabling timely, relevant communication based on detailed customer data and behavior. It also enables more strategic, effective connections with your customers, such as:

• Delivering the right message at the right time to the right customer
• Reducing email fatigue
• Offering more relevant content
• Personalizing messages

What is Email Marketing Automation?

Email marketing automation utilizes specialized software to automate the delivery of targeted emails to specific customer segments at optimal times, streamlining your marketing efforts and maximizing engagement. There are several platforms for email marketing automation, such as HubSpot or Zoho. 

Valuable Functionality Out of the Box

Most email marketing automation platforms feature intuitive drag-and-drop workflow builders, simplifying the setup of customer journeys and enhancing strategic planning.

Workflow visuals make it easy to plan your customers’ journey to get to the intended conversion.

You can get started quickly by choosing one of many email templates, or you can upload HTML for a custom layout. You can then use many tools to personalize messaging quickly and easily. Tools often include A/B testing, segmentation by geography, polls, surveys, and event registration links.

Getting Started With Email Marketing Automation

As with any new marketing initiative, it’s smart to start small and add more bells and whistles as your experience, data, and findings grow.

1. Start with a simple nurture campaign. Begin by segmenting your customers based on specific criteria, such as company size or location, and align your email campaigns with a compelling value proposition that resonates with these segments.
2. Build a workflow triggered by recipients’ behaviors. For example, if someone opens the email but doesn’t convert, you can set a follow-up email for a specific timeframe to keep your business top-of-mind, knowing that the person showed interest. Or if someone doesn’t open the email, you can set a follow-up email for a specific timeframe and use a different subject line to encourage the click-through.
3. Pivot and adjust as you gain insights from email sends. As your campaign matures, you can expand the journey or add new campaigns to test assumptions you’ve learned from your data.   

Benefits of Email Marketing Automation

Behavior-driven messaging: Email marketing automation software enables businesses to tailor their communications based on customer interests and behaviors, eliminating guesswork and increasing relevance.

• You can also use the behaviors to “score” leads; higher-scoring leads can be passed on to business development teams for more personal follow-up.
• The longer the campaigns run, the more robust your data becomes. These learnings can be applied in different channels as well, like social and search marketing.

Focus more on content than operations: Once you have the workflows set up, campaigns run without much attention. It allows for an “always on” nurture funnel. The software continues to do the heavy lifting and you can focus efforts on optimizing campaigns to improve performance.

Quick pivots: Automation also provides flexibility to be able to react/test quickly to findings and new directions.

Reporting: Most platforms include real-time dashboard reporting with details on emails sent, opened, interactions with the content, and other actionable data. This reporting can often integrate with other systems, like CRMs and Looker Studio.

Considerations for Email Marketing Automation

If email marketing automation seems like a good fit for your business, there are a few things to consider:

1. Cost: The cost ranges between different platforms, the number of contacts, the package selected (there are many other services offered by most of these platforms), and other variables. Some platforms offer a free plan, others start around $20 a month, while others can go up to $800 for multiple components.   
    
2. Available data: In compliance with the CAN-SPAM Act, email-sending platforms have strict rules on permissions to send marketing emails, so you’ll need to be able to show that your list of contacts is authentic. You’ll also need to go through the steps to authenticate your sender domain.

Email marketing automation can elevate your marketing strategy, delivering personalized, timely, and relevant communications to your audience. Contact Blue Flame Thinking to discover the ideal platform for your business and start transforming your email marketing today.

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Debunking the Silver Bullet of Digital Marketing Tactics 24 Jul 2024, 8:29 pm

In new business presentations and from our clients, we are often asked about the digital marketing silver bullet for generating awareness and increasing engagement. Unfortunately, there isn’t one or two tactics that magically do the trick. The beauty of the digital marketing world is that you can continuously experiment and measure different strategies to see which combination resonates the most with your audiences.

Our answer to the above question typically involves providing some tips designed to set your business up for success.

Get into your audiences’ heads with buyer persona research

Research and buyer personas help us determine what’s on our target audiences’ minds. Even if you don’t have the budget or time to do in-depth personas, shape what you do know about them by using current client information and secondary research. What’s bothering them? What problems are they trying to solve? What matters to them most when they reach out for help from a partner? Why should they listen to you? Today’s AI tools can help jumpstart some of your research.

Test, learn, and optimize your campaign marketing strategies

We continually recommend testing different elements of a digital marketing campaign to gain important insights that can shape the success of what you’re trying to achieve. Test creative, whether headlines and copy or imagery, to see what generates interest. Test calls to action – what may attract one person may not be of interest to another. Test timing as receptiveness to different messages can vary by whatever else the recipient is dealing with at the moment. Test placements, as one particular channel or LinkedIn group may be more favorably received by one segment of your audience than another.

Mind the engagement metrics and web analytics

Almost everything can be measured today. Whether you’re looking to increase time on your website, improve email conversions, or gain more followers, the information gleaned from your web analytics and metrics is invaluable to deciding how to proceed. If you don’t have an analytics team and aren’t sure where to begin, tap your email and CRM partners for guidance. Be sure to express your goals so they can craft a solution that helps track your progress best.

Stay on it: Engage, test, measure, repeat

We’ve seen firms start out strong with the best plan and intentions for engaging, testing, and measuring. A month or two goes by and they get discouraged by not seeing the results they expected and then drop it. Wrong plan. With all the channels and messages flying at us today, you can’t expect anyone to recall your message until they’ve seen it at least 6-7 times or more. Plus, you need time to assess the tests you ran and the metrics you generated to see if anything should be optimized for better results.

Deploy appropriate omnichannel marketing to be where your audiences are

The marketing channels available to use continue to evolve. Explore different outreach opportunities and do the testing noted above. Be mindful of where your audiences choose to spend their time. What worked for one audience last year may not generate the same results this year. Just when you think you have a good grasp on where your audience is going for information, another possibility pops up.

There are so many ways to engage with audiences today that it can seem hard to determine the right mix. Keeping these tips in mind should help you understand that consistent testing and optimizing are critical to helping you reach your goals. Reach out to our team if you’d like help with anything from determining KPIs to testing creative and channels to analyzing results and optimizing campaigns.

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AI in Brand Content Creation: Why Marketing Still Needs the Human Touch 12 Jul 2024, 8:29 pm

When ChatGPT launched in November 2022, marketers everywhere were talking about it.

News coverage hyped AI as the future—and it is, in some industries. You’ve likely heard buzz about jobs being eliminated and taken over by AI. Stories about content marketers instantly being fired describe companies that believed they’d save big bucks by using AI instead of humans to write.

The broad business landscape may not reflect the numbers. Some industries and smaller businesses can’t use AI to replace an employee. While layoffs are a reality in tech-heavy industries, AI technology will likely restructure and redefine most jobs in some way.

But what happens when companies decide to use AI tools for content generation? Will your brand tone and voice stand the test of AI? What about brand dilution?

Introduction to AI in Content Creation

On the BFT blog, we’ve chatted about how you’ve been using AI for years (even if you didn’t call it that) and how we use AI in marketing, especially for image generation.

We lean into AI tools when it makes sense. For example, AI can automate many manual tasks, help with data analysis, and synthesize large amounts of information with colossal computing power.

But while AI technology can work for you in specific instances, your brand voice still needs a human touch to avoid brand dilution.

Challenges of AI-Generated Content in Marketing

Companies spend significant time—and money—building their brand. Successful brands go beyond logo, color palette, and fonts. They lean into intangible aspects—feelings, intent, authority, building trust. Those intangibles are difficult for AI to support with content generation.

The biggest issues we see with using AI tools to help write marketing materials, social media posts, and advertising are:

• Prompts generate overused, tired, and repeated responses that can feel flat and just a bit off and robotic.
• Responses don’t focus on what makes your company stand out from the competition since AI pulls from existing data across multiple sources.
• The responses AI generates can be wrong. We’ve all heard of AI “hallucinations.”
• Using AI-generated content can begin to alter the company’s actual brand. The more AI content is used, the further off-course the language can get. This can confuse audiences and degrade your brand recognition.

How to Effectively Use AI in Content Marketing

AI can have a place in marketing, including content creation. The trick is to balance the technology with the human touch to truly support your brand. Determine whether the work to connect your brand tone to the generated content is worth it.

AI may be better suited to short copywriting tasks. Content creation tasks with character limits, like social posts, ad copy, and email subject lines, need to get to the point fast, so AI-generated content could work better in these scenarios. AI uses machine learning to produce prompts, so if you use the same tool over time, it can “learn” your brand’s nuances and get closer to producing more relevant, accurate content. But it also requires consistent review and thorough feedback to improve. This kind of attention may or may not be worth your time.

If you notice a sharp drop in web traffic, reach out to our BFTeam. It might be necessary to assess your content to adapt to the core update changes to improve your chances of being favorably positioned in the search rankings.

Balancing AI with Human Insight for the Best Brand Content

Editing AI-produced content is complex. First-round edits will check for accuracy, which should be pretty straightforward but perhaps more time-consuming than content written by an informed writer. The next review is for brand tone. This needs to be done by someone with a thorough understanding of the brand, using a lens that goes beyond accuracy and “good enough” content. This kind of review also may take more time than writing with the brand tone in mind from the start.   

AI can also serve as an idea generator for content. Prompts can identify hot topics, market trends, and buzzwords that a content writer can adapt to a specific brand tone. AI can also be a starting point for outline direction and keywords.

At BFT, we have found that the bottom line with AI is that while it is a fast and inexpensive way to create content, it doesn’t remove the need for a person to ensure your brand remains strong.

As with any new technology, businesses need to determine the most effective and efficient ways to adapt the functionality of AI to their unique needs. Ensure your brand voice has a human touch.

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