Why Tailoring Content to Your Products Increases Sales

Tailoring your product content is crucial in today’s digital world. Find out why tailored content works and what you can do to make sure you do it right.

Everybody in the digital marketing business is adjusting their tent to accommodate the increasing importance of content. Some go as far as calling it the “king of marketing.” So, it’s safe to say the amount of information being produced increases on a daily basis, but how much engages customers with tailored content? Not much.

The major challenge in these competitive times is to produce content that is unique and able to connect with customers on a higher level than ever before. With technology advancing at the speed of light, tailored content may just be the answer to solve this challenge.

If your content is the food to entice your customers to have a taste of your brand, tailored content is their favorite treat that gives them an extraordinary experience. We keep talking about making an impact, but how are brands going to do so in the light of increasing competition?

Consumers are exposed to countless advertising messages and product content and brands who wish to rise above this must be ready to break through the clutter. Tailored content helps brands meet consumers’ needs much more than content that is generally produced.

Consumers will beat a path to the site that offers information on products that are going to be useful to them and help them satisfy their needs. They need content that gives them a perfect fit for their needs and wants.

When content is tailored around your product to specific customers, it can increase traffic to your site. It is not your physical product that matters but the value your products and services can offer to your market. Thus, your ability to communicate the value to your customers can best shine through to them through tailored content.

What Does Tailored Content Really Mean?

In a study conducted by Accenture, it was revealed that 73% of consumers blatantly preferred businesses that offered personalized shopping experiences. Customers will be ready to give anything for an experience that feels personal and meaningful to their specific needs.

If the content is not valuable to the persons it is meant for, it is not content but just purposeless writing. The goal of tailored content (or targeted content) is for it to be used to achieve marketing goals and objectives.

Your content is meant to communicate your brand promise to different buyer personas and answer their different needs. Marketing-oriented content should be tailored around your product in a way that it becomes valuable and relevant to your customers. When you become relevant to your existing customers, your audience naturally begins to grow.

Think of personalized content as having a direct conversation with your customers. It means that you are delivering the exact solution to their problems. Of course, people are naturally drawn to content that piques their interest and is specifically tailored to their needs.

First Things First: Identify Your Buyer Personas

“Do you think you know your customers as much as you need to?” is a question that brands should regularly ask themselves. Of course, the question can only be answered with continuous customer research.

There is nothing you can do in marketing without knowing the consumers or target market you wish to serve. You need to identify your buyer personas because they will serve as a guide to tailoring your content in line with their needs. Personas are a collection of the characteristics that your ideal customers have. If your content is not attracting and sustaining their interest, there is a problem somewhere.

The deeper you get into segmenting your customers as a result of differences your buyer personas has uncovered, the more effective you can develop different content that can address these differences.

Often, brands make the mistake of using the initial buyer personas that were created when their marketing plans were initially drafted. This can be a deadly mistake because customers change and you could miss out on a customer segment that could benefit from the product types you currently offer.

Always update the customer database that can make you miss opportunities to serve your market better. Always carry out research to ensure that your content is written for the right audience and changes in their needs and preferences.

Best Tips for Tailoring Content Around Your Product

Today’s customer looks to research to gather information about brands and make their selection based on the ones that have what they need to solve their problems. In the information search process, they look for social proof that others liked the products too by consciously searching for and reading reviews, ratings, and recommendations. At the end of the day, they make a final selection based on those that can best suit their personal identity and still satisfy their needs.

However, before you think of personalizing your content, you must develop your brand such that you can identify and establish what you stand for as a brand, your core values, and goals, among others. You need to figure out what differentiates you from your competitors i.e. the distinguishing service and other benefits that customers should expect from you and strive to promote it to your customers. Marry your brand identity with the content you are developing for a quality production.

Personalize Your Website

It is important for brands to help users find useful value through the content you produce. Have you ever wondered why a lot of persons will go to a website and see different versions of the site? That is the power of personalization and it is one that can give you great conversions.

The truth is that people visit websites for so many reasons. The biggest mistake you can make is to create your content to satisfy a specific intention. Lots of websites often try to generalize their content in a bid to satisfy the needs of their customers on a general level.

You can personalize your content by displaying different content to different visitors to your site. No wonder Blair Lyon said: “creating a one-to-one customer experience significantly contributes to customers that are highly engaged and this, in turn, has a direct impact on the bottom line of the merchants. Tailored content helps you target content to different people where it matters most based on their buyer personas.

The same content that is displayed to customers in search of information is not the same content that should be displayed to those coming with the intention of purchasing from you. Tailoring your product content means that you get to speak the language of these different groups and make them feel like the site was customized solely for them.

To do this, data is collected about your site visitors and content can be personalized according to their location, the device used, a record of their search keywords, the frequency of their visit, their customer history, and so much more.

Some sites go the extra mile to make the buying process easier for their customers by converting the price of their product to the local currencies of their buyers, reducing the friction of checking out. They are rewarded with faster checkout and of course, more paying customers.

Personalize Your Email Campaigns

Email marketing has become much more popular as a cost-effective channel that encourages long-term interactions between a brand and its customers and helps build brand awareness. As we already know, email marketing is a communication channel where our content can shine through to targeted prospects. Your mail should be personalized to your individual customers.

Users express a desire for further interaction when they subscribe to an email list. The major obstacle is getting the customers to accept to subscribe to your brand. Personalized content that is tailored to their needs and wants can get their foot in the right place.

Through email marketing, brands have the opportunity to interact with customers where it matters most – their inbox, which they often check on a daily basis. Care should be taken to ensure that they are not bombarded with too many messages to avoid being sent to spam.

The most important thing to note is that you should ensure that relevant product content will always keep them expecting more. Email marketing also affords brands the golden opportunity of getting their message across to customers directly and on a regular basis. Hence, the tone of the message and the content matters a lot. Apply personal touch across all correspondences sent across from welcome mail to future email correspondence.

Personalize Your Social Media Campaigns

Social media platforms are popular media platforms to increase the awareness of brands. You need to know the platform that your buyer personas make use of; the one that they are most comfortable interacting with.

Make your social correspondences much more personal to increase conversions. In order to do this right, there is need to have the right data at your fingertips. This will help you know your audiences better and target messages to their specific needs. Your content should be such that it captures the interest of your audience at every point in their journey.

As much as it is important to be consistent, do not make the mistake of dishing out the same message across all your social media platforms. This is because these platforms all need different writing style and content to be an efficient channel. Discover the best strategies that work best for each platform and use it to generate deeper engagement.

Listen and listen really hard. Social media platforms give you room to converse with your audience and know their pain points on a personal level. This will help you address these problems with effective solutions that satisfy your customers.

Make a decision on the voice you wish your brand to be identified with. This goes to show that your messages should be communicated in a consistent brand voice across all platforms you engage your customers on. This should be in line with the personas your message is addressing. Of course, your voice cannot be rigid or professional if you wish to appeal to teenagers or younger audiences.

The goal here is finding effective ways to engage your customers. It is important that your customers feel heard and important which is why questions and comments should be responded to in a timely manner.

Advantages of Tailoring Your Product Content

Tailoring your product content builds the environment for the sustenance of a long-term relationship with your customers. This is because your product will always be relevant and of interest to your customers and they will keep coming back to you. When your customers are on your side, they can become brand ambassadors and help communicate your brand message for free across all channels they interact on.

Tailoring Your Product Content Increases Customer Engagement

Tailored content strives for engagement i.e. it seeks to engage your existing customers and not only attract new ones. It encourages first-time customers to stick around because of the custom content that you provide for them. A customer that initially planned spending seconds on your site will extend the time to minutes and become a frequent visitor.

Personalization of your content is important to the success of your digital marketing campaign because you create relevant and valuable experiences that make them feel connected and understood. You can target messages based on previous purchase histories of customers and suggest relevant options for customers, thereby increasing conversions.

According to statistics from knexusgroup.com, 56% of consumers prefer to shop with retail stores that offer personalization while an astounding 74% confessed that they were frustrated seeing content that was no match for their interests. On a similar note, they discovered that much more than ordinary adverts, personalized adverts convert ten times better.

Now you know that personalizing your content makes your content matter more to your customers and this makes them engage more with you and deepen the relationship with your brand.

Tailored Content Positions You as an Authority

Customers spend so much time online and they become exposed to numerous content. Most consumers require content with a breath of authenticity and relevance; content that can stand out above the noise.

The production of relevant content and useful guides to your target market will position you as an authority in your industry. This will set you apart and customers will always flock to your site in search of information because of the connection that has been formed.

The more you produce relevant content, the higher the customers who will become fanatics and cannot wait to consume your next production. To do this, your content should be accurate and transparent, such that it is seen as being authentic. This can do wonders for your online reputation.

To be authentic, brands must choose quality over quantity with the aim of engaging their customers and adding value to them at every interaction they have with you. You need to know your audience and develop content with their needs in mind. Consistency is the bow to wrap all your efforts in if you want to sustain interest and reduce customer churn.

Tailored Content Increases Customer Loyalty

Customer loyalty is the peak most brands hope to achieve. When customers are loyal to you, it shows that you have succeeded in attracting and nurturing them much more than competitors.

Customers are more likely to take a content that engages them viral so that others can appreciate it too.

Personalized experiences are naturally more engaging and memorable to your audiences, which can drive customer loyalty. Personalized experiences become easier to produce with the availability of data that the advent of digital mobile channels brought upon us. Thus, ecommerce retailers have ample opportunity to gather data about their customers from the different channels that they interact with and create a seamless customer experience.

Deep insights can be gathered from the data collected and through this, buyer personas are created. This will help firms understand their customers better and predict their preferences, thus provide content well suited to satisfy their needs.

We all know that customer loyalty is a hard currency to earn and it takes dedicated effort to gain it. Loyal customers will go far and beyond for brands that they love and keep the dough coming in for brands; personalized and targeted content can help you get them buzzing about your brand and all it stands for.

Tailored Content Increases Visibility for Brands

In this current modern digital world, brand visibility is easier to get. This is because technology has made it easier for brands to engage in a conversant directly with customers, obtaining feedback quickly in return.

With the internet, it becomes quite easy to make content available to a large number of people. The good side of it is that customers can get quick access to yours. The bad side is that they become cynical, having been exposed to defective and unappealing content. This is where tailored content comes in; to sieve you out of the bucket of so many competitors and make you stand out, increasing the awareness of your brand.

The production of tailored content attracts and satisfies customers, thus increasing the visibility of brands through recommendations and referrals. Creating content that is made specifically for customers can increase the chances that they will spread the word about you.

Your brand visibility is naturally increased when people you are writing for are the ones reading the information you have to give. Content that is targeted is quite different from the one that is disjointed and they both give different results.

Conclusion

As a brand, you may have produced the best content in the world but it seems not to be producing the desired results. It could be attributed to the fact that your content may be too generic without targeting any specific customer group. Thus, it always fails to connect to anybody, leading to poor conversion rates.

Customers desire content that shows them that you took the time out to know their needs because it is targeted at those needs. You need to get information that will be relevant and valuable to your customers to them. If this is done, it will help increase their engagement and deepen connections. This is why data is becoming a necessity to champion content marketing and personalized offerings.

Brands that stick to the memory of customers are those that deliver on their customers’ expectations in moments that matter to them. Often times, brands may not know the exact time that it will matter most to the customers. This is why it is important to ensure that there is consistent quality service delivery across all touch points with them.

Remember, no matter how tailored your content is, you cannot go far without a solid content marketing strategy in place. A content marketing strategy will help you to be better prepared to deliver content that will form lasting impressions in the mind of your customers.

Now that you why tailoring content to your products increases sales, click here to see what Catsy can do for you.

How Important Is Product Content to Your Ecommerce Business? Shocking Stats

Product content is vital to all ecommerce businesses, but many still underrate it’s importance. Stats show this importance particularly for manufacturers.

The importance of quality product content, which plays a crucial role in the success of ecommerce business, is highly underestimated.

Consumers are looking for accurate, reliable, robust descriptions with lots of product information.

Product pages are only complete if they include the information customers need to make buying decisions. A lack of content indirectly tells customers their demands are unrealistic. This is a bad impression to give to your customers, especially first-time buyers.

According to statistics, consumers research Internet product content to get information on companies, products, and services.

This is true even more so than with traditional and conventional advertising media. Proactive companies move with trends to deliver top-notch, compelling product content that draws customers to their ecommerce stores.

Your content can’t be dry and bland.

It is a reflection of who you are as a brand and what you represent. Anyone can write content, but not everyone can write compelling content, armed with the power to command the attention of anyone coming in contact with it.

Your content must be simple and easy to understand.

This should give you an idea of how important product content really is and why you should not compromise on delivering this content to all your digital sales channels.

(To read more about the importance of delivering clean product data across your sales channels, please take a look at the blog below.)

The Importance of Identifying Buyer Personas

Product content for the wrong group of potential customers is as useful as no content at all. A common mistake companies make is incorrectly identifying their target market or not having complete information about them.

Create custom content to reach a specific group and industry specific content to target a given type of business.

Brands have to learn how to speak to their target markets in their own language. For example, it isn’t enough to sell cosmetics. Selling them in a way that communicates how specific products solve target market problems is key.

How will you know how to solve their problems if you don’t know them well enough to speak their language?

You need to identify your buyer personas’ interests, understand their demographics, and know which products, services, and media they use.

Know how and where your buyer personas search for product content.

The beauty of websites like Facebook, Instagram, and Twitter is they give you access to information about customers. They also provide you with insights into their daily lives. A brand can use this information to its advantage to personalize customer experience.

If this is too complex, keep the keywords your target market will want to see in mind when creating content. You will be able to write more personalized copy that will get the positive results you want: driving sales revenue.

The Importance of Social Media

Facebook

There are over ten million Facebook apps with 23% of Facebook users checking their account at least five times a day.

Linkedin

Meanwhile, LinkedIn has over three million company pages with over one billion endorsements.

Twitter

According to Search Engine Journal, by 2013, more than fifty-eight million tweets were being sent per day, equal to 9,100 a second, with about 222 million watching other people’s tweets. One can only imagine the numbers today.

A dynamic change in the web has taken place, with increasing digital technologies and customers evolving with it. Social media platforms like Facebook, Twitter, LinkedIn, Pinterest and a host of many other have changed communication from what it used to be.

Proactive companies are moving with the trend and don’t seem to be slowing down.

The outstanding fact is that all these platforms and networks are free to join and quite popular, which brings a wealth of opportunities for brands.  The hype about these platforms is growing and businesses need to shine brightly with their product content in order to create buzz about their products and services.

When a brand has accurately studied their target market buyer personas and understand their needs and wants, it’s easy to make custom content for specific groups.

What’s more important is making that content stand out from the competition’s also becomes easier.

Custom Content … was typically the creation of content meant to build an affinity with your existing audience. This content would reinforce the brand, communicate the value of the product and create new opportunities. Custom Content is the creation of  “branded content” for a customer. And, for the most part, custom content is created for the client to communicate with their own existing customers.

Andrew Boars (source)

The Importance of Product Description

When we talk about product content, we can’t ignore the importance of describing product attributes.

This is the information customers will make the most use of, with regard to your product. Simply put, your product description can either increase your online sales or cause you to lose them.

There is power in enticing and well-crafted product descriptions, the kind that are unique and ultimately sell products.

Your ecommerce store removes the possibility of physically touching and feeling your products. Hence, customers will have to rely on your product description to be able to do that in their mind’s eye.

Did you know that Google lowers your website’s ranking the more you post duplicate content.

This is why original, fresh product content is the key to increasing your ratings and rankings. Low rankings translate to low visibility as customers will not be able to see or have access to your product information and make a purchase from you.

An interesting product catalog, with unique product descriptions, high quality visuals, and an easily navigated interface enhances your customers’ browsing experience.

Don’t fall into the trap of just listing product features. Make sure you also attach the benefits of such features and how each fits perfectly as a solution to a problem improving the lives of your buyer personas.

Never underestimate the power visuals can add to your product descriptions.

The addition of visual digital assets like high-quality images, video presentations, and CAD drawings will go further than ordinary text will in boosting sales revenue.

The idea isn’t to write lengthy descriptions, but to adapt the mantra: “less is more.” Reduce lengthy descriptions that can be easily summarized and use pointers to emphasize your products’ unique selling points.

There is no product that an engaging description can’t be crafted for, even the seemingly “boring” ones.

You can hire professional copywriters who can write interesting descriptions for your brand’s content marketing content. Ensure proper proof-reading and editing of your product description copy to make it professional and impressive to your customers.

When your product descriptions can effectively take the place of sales assistants, you can say you have done your part as a brand. What oral presentation is to the offline store, written words are for the online store. Use this to your advantage and make it count!

Shocking Stats on Online Reviews

Studies show that more than 88% of online shoppers consult reviews before making a purchase decision with 40% forming an opinion about a product after reading between 1 and 3 reviews.

Online reviews are important as they afford customers the opportunity to share their experiences with products. Of course, we all know that customers are quick to broadcast their experiences to the web. This is especially true if they’re dissatisfied.

A survey conducted by Dimensional Research revealed 90% of its 1,046 respondents claimed positive reviews influenced their buying decisions.
86% stated the opposite, that negative reviews influenced them.

This doesn’t diminish the importance of negative reviews as they’re a golden opportunity for companies to improve operations and turn angry consumers into loyal customers.

A single review can be shared across social media, further increasing the visibility of your brand and generating sales leads.

Online reviews generated because of your product content and positive customer experiences are great ways to develop your online presence. Potential customers will want to know your business provides positive experiences before they buy.

Online reviews provide them with that knowledge.

Hence, businesses should encourage reviews and recommendations from their customers. Because this can have a major impact on the visibility and overall growth of your business.

This is why you need to deliver compelling content infused with your brand promise. If you do, customers are more likely to leave positive reviews.

Product Content Consistency and Search Engine Optimization (SEO)

The 3 Cs of customer satisfaction are consistency, consistency, and consistency.

McKinsey & Company (source)

The fact that product content is important is no longer a topic for debate. However, are we ready to invest adequate time and effort into it? Unless a company is willing to invest in its content, it can’t reap the ROI sure to come.

The best way is consistency in creating the right content and promoting it to the right target market.

You can’t undertake any marketing activity on the web without compelling and attention-worthy product content. A study conducted by eMarketer revealed about 60% of marketers create at least one piece of content every day.

You may wonder why you need to invest time in your product content when traditional media provides similar results. But a DemandMetric study revealed content marketing actually costs 62% less than traditional marketing.

It also generated three times as many leads.

While the importance of advertising in traditional media is valid, your product content has a higher possibility of turning your customers into brand loyalists.

Through SEO, your rankings on search result pages, like Google, will be high. Consistency in creation of great product content will help you maintain that ranking.

The major focus of SEO is increasing the relevance and authority, or quality and popularity, of your website.

For your site to be optimized, it must use title tags displaying short previews of specific pages. It also has to use metadata descriptions of pages to be seen on search pages, headlines, and body copy. Using keywords in the your content is also critical.

Oftentimes, marketers understand product content and SEO as separate.

These actually blend together, and a symbiotic relationship exists between the two. While SEO can bring in the demands, your product content should fulfill those demands and keep customers coming for more.

Your product content boosts your SEO and your SEO is all about your content.

Content is indeed king as SEO can’t thrive without it. In other words, your SEO dreams can only become reality if you deliver top-notch product content worthy of earning repeat customers.

Your customers must be willing to spread the word for you.

For you to succeed in ecommerce, there must be a perfect blend between the two. They must also both complement each other. There’s really no shortcut to doing this.

No matter the angle you look at it from, everything still boils down to your product content.

How Product Content Influences Consumer Product Purchases

Competition is increasingly fierce these days and getting customers to notice you is as hard to achieve as ever. The best way to achieve this is with engaging content, especially in the digital world of today’s modern sales channels.

A good site lacking in great product content is one that doesn’t reinforce the connection between their customers and the brand.

This is because the existence of good content draws customers in long enough to continue reading, discovering, and clicking. They should long for the brand experience you give them.

Larger companies today aren’t capitalizing on their content because they know the benefits they’re sure to derive.

With strong content, small startups have the opportunity to compete on a global scale with established brands on the web. They scale the hurdles they may have encountered in the era before digitalization.

There is no limit to the reach of content.

Large companies, knowing there is an increase from all angles, are placing their bets on content marketing more than ever before. Content has the power to implant a product in the minds of potential customers, thus generating leads for the company.

Consistently good content will generate interest in your site, driving traffic and revenue.

The production of informative, accurate, and valuable industry content will communicate your authority to your customers, building trust. By constantly feeding your customers with engaging content, they have a reason to invest in your brand. Of course, this investment is their time, effort, or money.

All of these investments drive customers to become loyal for life.

Customer Loyalty is the End Goal

Please note, the fact a brand has attracted buyers to their site doesn’t necessarily guarantee they’ll remain customers for life. You may argue that getting customers can be a difficult task compared to keeping them, but this isn’t true in the competitive digital space.

These times call for more personalized offerings to solve customer needs.

This is especially true for brands that want to achieve deeper customer engagement. With your content, you communicate your expertise in a particular field and build customer trust in your customers.

This trust will eventually translate into loyalty.

Customer loyalty is reflected in customer willingness to make repeat purchases from your brand. Customer loyalty should be seen as a top strategic priority in companies, with emphasis on creating digital experiences that will be unique.

When brands can surpass customers’ expectations and delight them, they will be turned into your biggest advocates. Brands that have customer loyalty as their end goal are well on their way to the top and will have a greater competitive advantage.

Studies show getting a new customer is six to seven times costlier than keeping an old one.

So the goal should be turning existing customers into loyal ones, while still scouting new prospects.

Loyal customers are worth up to ten times as much as their first purchase.

White House Office of Consumer Affairs (source)

Deliver great content that offers a superb brand experience that makes you stand out from the crowd.

(To read more about how to choose the product information management solution to make sure your product content is always accurate and up-to-date, please take a look at the blog below.)

An Engaged Shopper Is a Happy Customer

Your content should help you establish an emotional connection with your customers. The solution using your product provides is the essence of your brand offer.

Few brands understand the real power of their product descriptions.

This is why you find descriptions of one sentence or nothing at all. How do you convince your customers you’re the best solution to their problems? Words used and information conveyed matter most.

For your descriptions to be persuasive, they should be unique and specifically tailored to your target market.

They should also communicate key product selling points and necessary information. And they should do this in an easy-to-read format the customer understands. If customers do a quick scan, they should understand everything perfectly.

The truth is product content isn’t just about writing compelling descriptions.

You have to give your customers all the information they need to make informed decisions. These decisions should also add value to their lives. This will help you build a brand that will stand the test of time.

Grading content as you create and post it will help you identify which needs improvement and which you should delete.

Finding customers isn’t the problem. You’ll see they’re everywhere, once you’ve defined your target market. The challenge is to create tailored content compelling enough to make them want to know more about your product offerings. Do this by taking care of the key elements that make up engaging content.

Finish by wrapping everything in the bow of consistency.

Finally, you have no excuses as a brand not to provide a tailored and personalized content experience. It must also be captivating enough to interest your customers. After all, as they say, an engaged shopper is a happy customer!

Now that you know how important product content is in ecommerce, click here to see what Catsy can do for you.