As today’s sales shift to online platforms a whole new set of problems are opening up. Problems that have plagued businesses for decades are disappearing while a whole new set of issues emerge. A new challenge that business leaders are only now starting to fully understand is the need for fresh product content in today’s age of digital growth.
Products sold on digital platforms still have the same challenge of not going stale like products sold on store shelves. There are 3 tactics businesses must take advantage of to ensure their hero products don’t get lost in the black hole of the web.
1. Pay attention to keywords
First, it’s crucial to keep updating product descriptions with updated keywords. Regardless, of how trusted the brand is 90% of purchasing decisions aren’t made because of the brand name. The magical World Wide Web tracks how long a description has been published, and if a description is even 6 months old SEO will suffer. On top of that, the most popular keywords that are relevant to purchases rotate at an extremely high rate. If you don’t constantly update product descriptions your digital growth can become stunted. Your brand can come across as dated and irrelevant and will be harder to find in searches.
2. Images, Images, Images
One key indicator of the success of a product sold online is images so it is no surprise that fresh images are necessary to prevent a product from going stale. However, it is much more complex than just making sure each product has a photo. In the ever increasingly competitive online marketplaces in this era of digital growth the most successful brands are tagging images with keywords, refreshing time stamps, and uploading 3+ unique images for each product.
One concern is the increase in workload to manage something as seemingly trivial as photos. The good news for marketing teams that are tasked with managing images is that automation makes this not only achievable but rather simple. With a strong Digital Asset Management system, you are able to set your brand apart using images. The major key is that with all the help the automation from these systems provide managing images won’t turn into a full-time job in itself.
3. Reevaluate where you are selling
Last but not least is the importance of selling on every relevant marketplace possible. Selling on multiple digital marketplaces like Amazon to JET will improve your products and brand’s SEO, so therefore it is worth it to invest time into selling on any digital marketplace in your vertical. Even, if sales are minimal on a marketplace for your brand it is still worth your time to keep selling and continuously update the marketplace with fresh content for SEO reasons.
Each of these three pieces are equally important for riding the digital growth curve. If you cut corners throughout the process at all you can fall behind your competitors that are already making these changes. Not updating a keyword or deciding not to sell on a digital marketplace may seem insignificant but those insignificant decisions will compound and contribute to efficiency. Make sure you partner with the right companies that will provide you with the best solutions and advice to guide you and your team as navigate the digital reality.
Catalog copy sometimes ends up at the bottom of your priority list. While great product photos and a solid design are necessary parts of your product listings, the text turns a reader into a customer. Use these digital catalog copywriting tips to improve your product description copywriting.
1. Get an emotional response
Potential customers need a persuasive reason to decide on your products rather than your competitors. Evoke an emotional response through a relatable story or powerful phrases that form that connection. If you’re not sure where to start, read over customer reviews of your products and see how they talk about the features or results that excite them the most.
2. Start by answering what’s in it for them
How do you capture your audience’s attention from the second they start reading the copy? Give them the information that they’re most interested in, first. What benefits do they get from using your products? Go over the way you can help customers overcome their challenges or make their lives better. Once you capture their attention, you’re free to let them know the product details.
3. Match your audience’s voice
Each audience has their own way of communicating. Different technical abilities, vocabulary and common word usage shape the way they talk. The best way to get a feel for their writing voice is to check out forums and social media sites that they frequent. Use this language in your product copy to add another layer of connection in your digital catalog copywriting.
4. Use active voice
Active voice is a sentence structure that has the subject performing the verb. For example, “The cat knocked the bottle off the table” is active voice. In contrast, the passive voice construction is “The bottle got knocked off the table by the cat.” Active voice is better at engaging the reader.
5. Have multiple layers of proofreading and editing
Spelling and grammar mistakes happen to the best writers. A thorough proofreading and editing layer prevents these problems from making it into the final deliverable. While some typos are amusing mistakes, others could damage the copy’s clarity.
Get multiple eyes on the text to prevent errors from slipping through. The grammar checker on your software is no substitute for human proofreaders and editors.
Your catalog copy acts as a powerful sales tool when you put resources into it. Use these tips to improve your existing text and establish a framework for future success.
You can learn a lot about marketing your products by looking beyond the usual suspects. Nonprofit organizations depend on donor funding, grants and other financing sources to achieve their missions. They have to use smart, cost-effective ways of getting the word out about what they’re doing. You can leverage these methods and think like a nonprofit to improve the reach and conversion rates of your product lines.
How do you help your customers?
Nonprofits focus on making a difference for a cause. They tell interested parties exactly how they help, from the efforts they make to the end results. You can put this practice to work for your product line by focusing on what your products do for the customer, as opposed to a base feature list.
What makes you different?
Donors aren’t an unlimited resource, and there are many worthy causes that pull at their wallets. Nonprofits face a competitive environment for donations, so they need to be clear about how they’re different from other organizations. Focus on the things that make your products must-haves over the competition. It only takes a few clicks to find another option, so this reason has to be compelling.
Encourage customer advocacy
The social causes that nonprofits support make people proud to talk about what they’re doing. You want to drive that excitement and advocacy with your products. Encourage user-generated content, such as pictures and videos of people using the items. Get on social media and engage with customers mentioning your brand to keep the conversation going.
Stay authentic and transparent
One of the most important aspects of a nonprofit organization is reassuring donors that their money is going toward a good cause. They do this by being authentic and transparent with what they’re doing, their plans for the future, and the progress they make in social causes.
You don’t need to open up your books to the public, but you should look for ways to add authenticity to your product marketing. Potential customers see hundreds of ads every day, so an honest and upfront message is a breath of fresh air among the noise.
Keep your eyes open for unexpected inspiration on ways to improve your marketing campaigns. Nonprofit strategies are just one of the ways you can excel in your market sector.
You always have something new to learn as a product manager. By expanding your knowledge pool, you discover innovative ways to put your products in a position to exceed expectations. Here are three product manager books to add to your reading list today.
Don Norman takes readers through the design elements of the most common products seen in daily life. This is a long-standing classic that every product manager needs to read at least once, if not multiple times. Norman’s background as a cognitive scientist helps him explain why these design decisions worked out well for driving customer satisfaction.
Meaningful design processes, customer psychology and plenty of practical examples help you improve the usability of your own products and come up with ideas that are likely to attract the attention that your brand deserves.
Another classic product manager book is “Getting Things Done” by David Allen. You’re probably used to a to-do list that continually grows and an inbox that is overflowing by the time you get through your commute to work. The GTD system described in this book helps you organize your time, so you get through your lists.
You learn how to prioritize your personal and professional duties — and avoid the constant sense of falling behind. This framework is adaptable to your unique schedule and moves you into a position where you regain space to relax.
Have you ever been confused by the way customers react to your products? “Predictably Irrational” by Dan Ariely is an approachable exploration into behavioral economics. You learn about the psychological reasons that people act the way they do, the consistent reasoning that is behind even the most irrational decisions, and how this relates to pricing models and product design.
You’ll find a lot of product management food for thought in these pages. These ideas can improve the effectiveness of your current product lines as well as future development.
If you don’t think you have the time to fit these books into your schedule, start with “Getting Things Done.” Then you’ll be able to get to the other two books on this list. You need to always be learning and growing to make your products the best they can be, so make sure you don’t neglect your reading. Another way to raise your reach at your job is to seek out a Product Information Management system like Catsyto centralize and automate your product data and image management.