Finding the Voice of the Shopper via UGC With Kim Rayburn

The Digital Deep Dive With Aaron Conant

Kim Rayburn is a Client Engagement Advisor at Cohley, a content generation and testing platform that helps brands create content for social ads, email marketing, websites, and more. She is also a Principal and Consultant at Topnotch Consultancy, where she helps companies transform their sales growth strategies. With 25 years of consumer-focused experience in various global executive roles, Kim has worked in research, finance, product development, retail, and analytics.

In this episode…

With brands competing for consumer attention, observing shoppers’ behaviors, preferences, and demands has become crucial for engagement and sales. How can you capture the shopper’s voice to foster lifetime brand loyalty?

As a consumer insights analyst, Kim Rayburn emphasizes creating a content strategy to recognize and adapt to customer feedback throughout each stage of their journey. This involves generating authentic content like video testimonials highlighting a brand’s compelling features to drive purchasing decisions. Consumers rely heavily on reviews to make decisions, so Kim recommends integrating text and video reviews demonstrating daily use cases and overall value. Brands can harness and summarize insights from shopper responses to refine and optimize their strategies.

In today’s episode of The Digital Deep Dive, Aaron Conant welcomes Kim Rayburn, a Client Engagement Advisor at Cohley, for a discussion about leveraging the shopper’s voice through UGC content. Kim describes how to optimize UGC content, how AI is fundamentally altering paid media, and the top retail trends and priorities for 2024.