7 Ways a PIM Supercharges Your SEO Strategy

Using SEO to optimize product content for search is one proven way to drive ecommerce revenue. PIM gives you the tools to optimize your content for SEO.

One proven way to drive revenue is by optimizing product content for search with an SEO strategy. A search engine will eventually rank almost all product content built or syndicated for your own website.

An SEO strategy is critical to ranking on searches.

Searches can be done on Google, or through Amazon, Bing, or whichever retailer or marketplace you’re selling on.

Ranking high on these search engines is vital to drive revenue and growth.

There are many online resources that will help you optimize content for product pages. If you’re selling more than a dozen or so products, manually identifying, ranking and optimizing for all of their respective keywords is tedious and impractical for most organizations.

Remember:

  • There are between 12 and 24 million ecommerce websites (source).
  • Google uses at least 200 different ranking factors (source).
  • Between 2015 and 2018, Amazon overtook Google by capturing 54% of all product searches (source).

A PIM gives you the tools you need to optimize your content for SEO at scale.

But first…

What is PIM?

PIM is an ecommerce software solution for creating a single source of product content truth. Use PIM to optimize content for richness, accuracy, and completeness. Finally, PIM syndicates content to meet requirements by sales channel.

Think of PIM as a central repository for all the content you use to populate product pages to sell your products online. It’s important to remember that product content means two things. It’s both the information essential to descriptions, feature bullets, and specifications and digital assets, like images, videos, and CAD drawings.

What does any of this have to do with SEO?

PIM’s foundation is a robust centralized repository for inputting, storing, organizing, modifying, updating, developing, optimizing, and syndicating product content.

The goal of PIM is to drive sales conversions by presenting potential customers with fully optimized product pages. These have to be bursting with all the information and images customers need to make strong, informed buying decisions.

Thus, in the ecommerce space, with the digital foundation PIM provides, your SEO strategy has the potential to accomplish not only what you know it’s supposed to, but the how as well.

Quite simply, PIM is the “how.”
seo-keys

The Four Keys of SEO

Minus all the fads, trends, and gimmicks, the correct practice of SEO comes down to just three main points. All three of these are driven by the product content PIM has been purposefully designed to manage.

1. Keywords

You need to know which keywords people are actually using to search for products in the category you’re selling in.

Remember:

  • What you want people to search doesn’t matter.
  • It also doesn’t matter what you think they should search.
  • What they used to search doesn’t matter either.
It only matters what they’re going to search.

2. High Quality Content

You have to plug your keywords into high quality content.

High quality content is:

Original

Search engines hate redundant content. In the ecommerce space, populating your product pages with content you copied from the manufacturer is poor SEO practice.

Informative

Potential customers want to read content that tells them what they want to know. That content has to be accurate, up-to-date, and directly related to the keywords you’re targeting with your SEO strategy.

Exhaustive

Both Google and customers want pages to tell them everything about the topic. Informed customers make strong buying decisions, reducing returns and increasing loyalty.

(Read everything you need to know about how high quality content flows from clean data in the blog featured below.)

3. Digital Assets

To hold potential customers attention online, you need to break up text content with, digital assets like images and videos. In ecommerce, the key is showing products from every possible angle, to ensure their features are fully showcased. 360-degree images are the new standard minimum.

Bridging the gap between the actual product and what the customer thinks increases conversions and reduces returns.

These days, nothing drives conversions like videos. Product pages that feature unboxing, assembly, and installation videos provide customers with the information necessary to make informed buying decisions. Videos that show product in use connect the reality of the product with the customer’s mental picture.

4. Tech

Finally, your product pages have to load quickly. And they have to be optimized for the mobile devices many customers tend to prefer to shop with these days.

Let’s get to how PIM makes this happen.
pim-supports-seo-strategy

7 Ways PIM Supports Your SEO Strategy

1. Keywords

With PIM, keywords can be incorporated into product management at any time from implementation on. This means you can hit the ground running from an SEO standpoint. Because the content you push out to your product pages is already optimized for search.

Because product launch involves multiple internal teams, coordinating and centralizing product content with a PIM allows everyone to contribute input. The result is a fuller, more robust, and better thought-out SEO strategy.

This more diverse view means you’re less likely to miss the keywords critical to driving views that lead to conversions.

Also, it should go without saying, but those keywords can be amended, adjusted, deleted, or changed. This way, you keep pace with changing trends. If after implementation your pages aren’t getting as many views as you’d anticipated, the solution is simple: adjust your products’ keywords in your PIM. It’s an easy way to bring in more traffic.

Further, with PIM, the keywords you choose to most centrally identify your brand with can be populated across product pages to present a unified message. Savvy customers shop in multiple online marketplaces, and noticing your central message varies from site to site may give them an impression of carelessness. 

PIM makes sure your product pages present a unified brand message.

On the other hand, some product content needs to vary to match the buyers you target with specific channels. You can use buyer specific keywords can to target specific kinds of potential customers by target channel.

PIM allows you to tailor your brand message, niching your messaging where it’s most likely to resonate. This is important, because speaking your customers’ language, instead of trying to sell to them in sales speak they may find inauthentic and off-putting, is a recipe for success.

product-tag

2. Product Tags

Product tags are short descriptors you connect to your products. They give more detail than simple product names, which are often reflective of broad categories. Think about the products you sell, and then think about how many different variations you sell of each.

Different types of customers search for the products they want to buy in different ways. Product tags provide your customers with the ability to narrow their searches down and find exactly what they want more quickly.

When supported by a PIM, product tags enable easy translation into SEO keywords.

An individual customer might search something like, “pliers,” while a contractor with a greater amount of knowledge and experience would be more likely to search, “5-inch needle nose pliers.” Building fine-tuned descriptions into your product tags allows potential customers to find your products via search much more quickly and easily.

Remember, search engines return results depending upon where you place keywords, so sprinkling them in various locations within your product pages will return better results. Simply incorporating keywords into product titles and descriptions is far too simplistic.

PIM lets you place keywords in every possible location a search engine might look.
store-information-images-together

3. PIM with Digital Asset Management (DAM) Functionality

PIM manages product information, but that information doesn’t mean much without the visual context ecommerce experiences are built around. This means your PIM solution needs to store product information alongside digital assets, which make up the visual component of your product pages.

Provide your customers with the fullest possible understanding of your products

Your customers will feel empowered when you give them the information they need to make informed buying decisions. Rich digital assets, such as 360-degree pictures, unboxing and installation videos, and CAD drawings, transfer that power of information to your customers.

Because you need to include these digital assets to achieve sales success anyway, optimizing them for search is the next logical step. With a PIM that includes a DAM you can attach metadata to digital assets. Like product tags, you can write that metadata to include keywords your customers search online.

(Read everything you need to know about how PIM with data governance functionality drives revenue for your ecommerce operation in the blog featured below.)

4. PIM Supports Automatic Image Transformation

These days a given page’s mobile compatibility impacts search results heavily. This is because, for many people, phones, tablets, and other mobile devices constitute their primary means of accessing the Internet. As such, search engines have begun to rank sites more highly if their content is optimized for mobile.

To be optimized for mobile, your product pages need to display content dynamically regardless of what kind of device a potential customer is using to search for and experience your site. As you might imagine, text transforms more easily for the mobile experience than do images and videos.

Ultimately, what this means is you need to be sure that your product pages can display with the smaller images necessary for product pages to display correctly on phones and even watches. At the same time, different retail and ecommerce websites require resized images to populate according to their specific requirements.

Product pages that feature a full complement of images and videos are more likely to convert customers than pages with limited digital assets.

PIM, with DAM functionality, automatically resizes images and video both for smaller mobile screens, and to conform to channel-specific requirements like aspect ratio and resolution. This way, no matter where potential customers find your product pages, your images and text tell the story of your brand you know is most likely to drive conversions.

Remember, while a search engine can’t distinguish a compelling product page from one that’s not driving conversions, they can see what potential customers are doing. If visitors are finding your product pages, but leaving them quickly without buying, search engines will assume the page did not provide the person searching it with what they wanted. Over time, pages like this will begin to rank lower, hurting your overall SEO profile.

sales-rep-feedback

5. Sales Rep Feedback Integration

Feedback from customers is incredibly important for understanding how well your product pages are performing, or why they aren’t. Feedback allows you to shape your brand messaging and more fully optimize product pages to drive conversions.

But even more important is feedback from the sales reps whose job it is to sell products, yours and others, to customers all day, every day. These are the people, even more than customers themselves, who know precisely what drives conversions and what doesn’t. Gathering their feedback and comments constitutes an invaluable resource.

Sales reps have their fingers on the pulse of today’s sales environment.

PIM gathers sales rep feedback in the form of the search terms they’re using on your sales channels. This provides a consistent feed of the newest material to guide updates to your sites with an eye to optimizing pages for SEO.

6. PIM Allows for Competitor Cross Referencing

Knowing how your competitors are succeeding at any given moment ranks among some of the most important information you can collect, regardless of your business vertical. With an eye to ecommerce and SEO, it’s a major win to draw sales away from competitors when potential customers search the keywords they’ve already cornered.

With PIM, you can do more than optimize your own pages for searches of the keywords you’re already ranking with. A little bit of research will tell you which keywords your competitors are outcompeting you with, and with PIM, you can plug them into your product pages.

More traffic necessarily makes for more conversions.

Instead of using your valuable time to build results organically with blogs and other presentations of lengthy content, potential customers will see your products alongside those of your competitors. Combined with the other benefits PIM affords you to optimize your product pages, appearing in searches of your competitors keywords might just be enough to redirect that traffic to your site.

To fully leverage this functionality, you should go beyond using the keywords you and your competitors are ranking with now, and predict the ones you intend to corner in the future. This way, even if you aren’t able to rank for those keywords using more conventional approaches, you’ll still see the traffic when potential customers search those keywords of tomorrow, next month, and next year.

persona-driven-product-pages

7. Persona Driven Pages

Manufacturers have diversified their sales channels by selling on across as many platforms as they can, from ecommerce marketplaces like Amazon, to retail sites like Home Depot, to their own D2C sites and multi-storefront operations. Simple math tells us that with more stores comes more chances of a potential customer finding one.

Simply, more stores means more likelihood of more conversions.

Because you intend to target a different, specific buyer with each of your sales channels, each is going to need a tailored SEO strategy. Think about it, different buyers are going to exist in different spaces online. Targeting them with the same strategy is only going to be so effective.

Instead, PIM allows you to tailor content by buyer and channel to maximize traffic and drive conversions. With PIM you can segment product content to feature the precise sort of search terms a targeted buyer is going to use to find the kind of products you’re selling. Visitors empowered with the information they need to make informed buying decisions are the ones most likely to convert.

PIM empowers you to empower your customers to buy.
pim-drives-seo-scale

PIM Drives SEO at Scale

Individual products require carefully articulated strategies to rank high in search results. These strategies have to include content optimized not only for the ecommerce audience, but also for the search engines that audience uses to find your products.

It’s easy to sell a dozen products across a few marketplaces manually. But as the number of products and sales channels you sell across increases, the number of optimizations you’ll have to do to stay competitive will increase exponentially.

PIM grows with your operation, to ensure you stay on top of your SEO strategy as your operation grows into the future.

Now that you know how PIM can help optimize your SEO strategy, click here to see what Catsy can do for you today.

8 Ways a PIM Can Drive Revenue for a D2C Operation

If you’re struggling to solve D2C’s specific challenges and present a robust, delightful customer experience, you’re not alone.

You know selling online comes with unique challenges. What’s more, selling Direct to Consumer (D2C) has its own specific set of difficulties. Are you sure you’re set up to solve them?

If you’re struggling to present a robust, delightful customer experience, you should know:

You’re not alone.

“Your premium brand had better be delivering something special, or it’s not going to get the business.”

Warren Buffet, CEO of Berkshire Hathaway (source)

The key to D2C success is delivering product content more compelling than on retailers’ product pages.

This means delivering authenticity.

While you understand why this is important, it often feels impossible to know if your D2C site provides a truly authentic customer experience.

Also, let’s not forget, product content isn’t just product information like descriptions of features, detailed benefits, and specifications.

Product content is everything you use to sell your products, including digital assets, like images, videos, and CAD drawings. All this needs to be managed.

And the challenges of D2C operations don’t stop there.

But you can rest easy, because there is a solution: Product Information Management (PIM).

“Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand.”

Howard Schultz, CEO of Starbucks (source)

In this blog, we’ll take a deep dive into the core challenges you’re facing running your D2C operation. Understanding these challenges, and how PIM solves them, are the keys to increasing your D2C sales revenue and growing market share today.

pim-d2c-or-dtc

D2C or DTC?

Regardless of which abbreviation you use, D2C or DTC, they refer to the exact same thing: the direct to consumer advertising and sales model. Because you already know what those are, this blog isn’t going to focus on explanation.

Instead, because clarity is key to comprehension, it’s important to note why this blog uses D2C, not DTC.

First, DTC already means to many other things. Wikipedia’s DTC disambiguation page lists 27 companies, industries, methodologies, and even people already referred to as “DTC” (source). Second, D2C mirrors acronyms already in common use, such as B2B and B2C.

These reasons would seem to be enough to reject DTC in favor of D2C.

What are D2C challenges?

Think about why you decided to create a D2C webstore in the first place. What does the D2C model afford you?

D2C allows you to control every aspect of your brand.

These days, sales success is nearly synonymous with the word “niche.” Leveraging your niche allows you to speak as an authority to a very specific kind of customer. This empowers your site with authenticity that drives conversions.

So, because you want to laser-focus your product content on a particular kind of customer, the D2C model allows you to do this. But there are challenges:

d2c-own-content-creation

Challenge #1: You own content creation.

With a D2C site, you’re now responsible for making sure your product pages are maintained as well or better than your retailer pages. You need to bring together detailed information about your products with presentation based on detailed information about your customers.

With regard to D2C product information, your users create content and move it into the ecommerce site you’re using. This means manually assigning attributes to each product and populating them with the corresponding pieces of information.

How can you ensure completeness and quality?

Optimized product pages have to be 100% up-to-date with the latest information and images to convert customers. One way PIM approaches this problem is by automatically assigning each product a completeness score. Your PIM, once configured to include all products and their attributes, will display a score for each product.

This way, you can always focus effort where it’s needed most.

Running a D2C site makes it possible for you to provide your visitors with a tailored and unique experience. An experience that is different than anything they will receive from a retailer site selling a wide variety of different brands.

PIM makes it possible to manage as much robust content as you’d like and syndicate it all to your site. Telling your product and brand story with whatever content you’d like is the result.

Use this freedom to your advantage to make your D2C site’s product pages as robust and compelling as possible.
manage-update-content-pim

Challenge #2: You manage and update content.

Success in D2C means constant focus on continuous improvement. Ecommerce platforms are designed specifically to display product information and digital assets to create aesthetically pleasing product pages. This also means these platforms aren’t created to manage and update product content.

Adding attributes, features, benefits, descriptions, images, videos, and anything else necessary to improve content is very nearly impossible. But with PIM, you simply update and push out new information wherever it’s missing or otherwise necessary for improvement.

Also, ask yourself: how many products do we sell?

If you were selling one product, managing and updating it would be simple. But you many not even know how many products you sell, so managing content means bulk-updating. Again, ecommerce platforms aren’t built to handle this specific task, but PIM is.

PIM connects products to their attributes at implementation.

This means you start from a robust digital foundation you use time and again when updating product information. Instead of updating one product attribute at a time, you simply make the desired change, and push it out everywhere at once.

d2c-buy-direct

Challenge #3: Your customers need a reason to buy directly from you.

Amazon, easily the largest online retailer in the world, held 43.5% of the U.S. online retail market in 2017 (source). It’s also 2.5 times bigger than its next competitor, JD.com (source), and 4.5 times bigger than its closest US competitor, eBay (source).

Why shouldn’t your customers buy your products from Amazon?

The answer is obvious: Amazon’s success means they sell just about everything. But if all I want is a drink of water, why use a firehose? You can fine-tune and customize your D2C site in all the ways you never could with an Amazon product page.

Amazon’s sheer size means delivering an authentic, tailored customer experience through their website is virtually impossible. Amazon’s product pages are standardized, so the only way you can make your products stand out is with the content you give them. Ultimately, Amazon sees sales as sales, be they of your products or your competitors.

Also, people who buy products from Amazon are less likely to focus on the fact they’re buying your products. The branding and presentation of Amazon’s pages mean customers focus instead on buying from Amazon. In the short run, this might not make a difference. But building customer loyalty should be the goal of everyone selling online.

A PIM driven D2C site boosts brand identity.

This is turn increases conversions, revenue, and the kind of long term customer loyalty that’s the dream of every business owner selling online.

PIM allows you full control over your product information and digital assets, so product pages can be optimized to deliver the maximum amount of value to your customers. PIM does this all while conforming precisely to your brand message.

d2c-unique

Challenge #4: Where does your D2C site sit among all your sales channels?

Another undeniable advantage to running a D2C site is simply having one more place to showcase your products. There are somewhere between 12 and 24 million ecommerce sites online today. Of those, approximately 650,000 generate over $1,000 a year in revenue (source).

(Read everything you need to know about leveraging a PIM to drive revenue for your multi-storefront operation in the blog featured below.)

Don’t replace retailers with your D2C site.

Because the Internet already offers so many online retail sites, having more sites improves your visibility. Ultimately, it’s a numbers game, the more sites you’ve got, the more likely at least one of them will rank high on Google. Ranking high on Google is very likely to boost sales revenue.

However, replacing one or more retailer sites with a new D2C site is a bad idea. Even if your new D2C is perfectly designed, it’ll take awhile to rank on Google. Your retailer sites should already be ranking, bringing in customers, and converting them. Don’t turn off a channel that’s already driving revenue.

PIM simplifies expanding across new channels, so rolling out a D2C site to compliment your existing operation requires less time and effort.

The bottom line is, having more sites is one way to increase market share and become more profitable. But don’t forget, there are several reasons why your D2C site needs to be unique.

Google’s algorithm hates duplicate content.

Copying and pasting product content from your retailer sites to your D2C site won’t work. Because your retailer sites are already established, copying them means Google is more likely to penalize you with lower rankings.

The single greatest benefit of a D2C site is having total control over content.

Simply copying existing sites is a waste, when you can instead sharpen and customize content to drive conversions. Ultimately, your D2C site needs to be a completely unique experience of your brand message.

Delighting customers with a compelling presentation composed of unique product content is what PIM was designed to do. PIM allows you to automatically update and push specific pieces of product information and digital assets to a particular site’s product pages. 

PIM also simplifies growing market share by giving you the ability to build out new sites and channels on a robustly implemented digital foundation. This makes hyper-targeting the product content for your D2C site far easier than with Excel spreadsheets.

team-collaboration

Challenge #5: Teams have to collaborate.

Manufacturers typically have just one person managing all product information and digital assets. However, it’s very unlikely that one person is the only one making updates and other changes. 

Instead, they receive content from multiple people and departments and have to organize everything to populate on product pages correctly. Even for companies with flowing internal communication and strong team cohesion, this is a massive undertaking.

This only gets more difficult as you roll out more products across more channels and retail sites.

PIM simplifies this process dramatically, providing companies with a single platform where all product information and images can be managed centrally. This ultimately means individuals make changes to a single source of truth, rather than holding onto old, inaccurate information and images.

incorrect-content

Challenge #6: Content has to be correct.

Everyone knows that people working in an organization have their own ways of doing things. Unfortunately, in the ecommerce space, this means people often have specific go-to descriptions and images they rely on. Because each person is working in their own environment, maintaining a single source of truth becomes difficult, if not impossible.

The result is product content with mistakes you thought were fixed.

You authorized updates to fix mistakes, but how do you know someone really made those changes? Was the change made in the one space you pointed out or everywhere it exists across all your channels?

Further, how do you know your teams aren’t using the descriptions and data they’ve come to rely on? If they don’t want to take the time to search through your system to find an updated picture or product specification sheet, they won’t.

PIM solves this critical problem with workflow functionality.

Workflow tracks each change made by user and according to permission level. Any changes made by a user with the highest level of permission are automatically approved. Changes others make go up to the user designated to approve them.

Further logging and tracking of all changes ensures you can skip trying to figure out where the mistakes are coming from and simply not approve them. This ensures you, the decision-maker, are the one who is ultimately in charge of all changes to your D2C website content.

(Read everything you need to know about how PIM workflow functionality increases productivity in the blog featured below.)

Challenge #7: Content has to be up-to-date.

One of the most time-intensive challenges of ecommerce is keeping your product pages up-to-date when improvements or attribute enhancements change products. Depending upon the kind and amount of products you sell, this can be an easily-planned-for annual update, or a constant project.

However, if you’re pulling data from PIM, it becomes possible to set up a feed to automatically push out new information as you update. PIM makes it impossible to miss an update because of your hectic work schedule or simply because someone forgets.

With PIM, updates simply can’t be missed.

Challenge #8: Which ecommerce platform are you using?

Last but not least, it doesn’t matter which ecommerce platform you’re working with. You can configure PIM to automatically modify product information and digital assets by the specific requirements of each ecommerce platform, sales channel, as well as your D2C site.

Finally, it should be clear by now that solving these eight challenges with PIM is a sure fire way to drive revenue and grow market share.

d2c-win

Bring in PIM for a D2C Win

Retailers and wholesalers bring in lots of visitors, but without a D2C site to compliment these there will be no space where you’re 100% in control. But you’ve already got a D2C site, right?

What’s next?

Great content drives an excellent user experience.

Maximizing revenue becomes a much easier goal to fulfill with total control of your brand and messaging. How people see your products comes directly from creating and publishing your own high quality content. So you want to create tons of high quality content for your product pages and continuously push it out across platforms.

Manufacturers need a PIM solution with three core functionalities.

PIM centralizes product content, because knowing where product information and assets are empowers you to create product pages that delight customers and convert them. Also, PIM optimizes product content, so you can be sure product information and assets are accurate and up-to-date. Finally, PIM syndicates product content, because product pages have to be populated with the content you’ve optimized.

Now that you know how PIM drives revenue by optimizing your D2C operation, click here to see what Catsy can do for you today.

Multi-Storefront Operations: 18 Ways PIM Drives Revenue

Multi-storefront operations present differentiated and compelling product content tailored to the customers you want to sell to, maximizing revenue.

If you are running a multi-storefront operation, you are probably fine-tuning your stores’ experiences to the buyer personas. This is because most multi-storefronts are designed with the buyer personas they sell to in mind.

Let’s take for example, a hypothetical organization called “HVAC Superstore,” that among other products sells thermocouples. HVAC Superstore is targeting three personas: consumers, contractors and enterprises.

And based on these personas, the current strategy for most organizations is to differentiate on the following:

  1. Branding
  2. Blogging
  3. Creative Voice
  4. Persona Resources
  5. Calls to Action

In 2019 and beyond to continue to drive conversions, this just isn’t enough.

The bar has risen. 

Progressive organizations are taking this one step further. And that next level centers on product pages. It may sound incredible, but content on product pages is often overlooked as a key differentiator across storefronts, costing real conversions.

Enter product content.

To maximize revenue in today’s global marketplace, content has to be differentiated and compelling at the same time across your multi-storefront operation. Simply put, to maximize revenue and expand market share, companies have to craft product content to sell to different kinds of customers.

From individual consumers to massive global enterprise corporations, if your content doesn’t speak precisely to them, you’re probably losing conversions.

Each multi-storefront represents a different type of buyer.

Product content that the buyer sees has to be compelling and uniquely targeted to the persona of the buyer. This targeting and storytelling becomes difficult as storefronts are introduced. But this is critical to drive revenue.

Unique and tailored content is the key to driving conversions.

(Read everything you need to know about tailoring product content in the blog featured below.)

What’s more, different customers naturally and automatically expect to see product content presented in a way they can immediately understand and respond to. Targeting different customers with a multi-storefront approach does this.

We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.

Jeff Bezos (source)

In most cases, the goal of an ecommerce operation or eCatalog is to:

  1. Maximize Revenue
  2. Grow Market Share

In this blog, we’ll focus on realizing these sales goals with a product information management (PIM) solution that simplifies publishing across multi-storefronts. But first, it’s key to know exactly who you’re selling to. To illustrate this, let’s continue with our HVAC Superstore example by looking at a case study.

water-heater-thermocouple
a water heater thermocouple

A 3-Part Multi-Storefront Case Study

A thermocouple is a common safety device like a thermometer that detects when a pilot light has gone out. The picture above shows a thermocouple for a water heater. Remember, HVAC Superstore has determined it wants to sell thermocouples to 3 kinds of customers:

  • Consumers
  • Contractors
  • Enterprises

An individual consumer is unlikely to buy more than 1 thermocouple at a time, whereas a contractor is likely to buy thermocouples for water heaters, stoves, or furnaces regularly. An enterprise construction company may need to buy 1,000 thermocouples for a new high-rise in one large purchase, or in combination with thousands of other products.

The point is, because of their individual needs, each type of customer in this case study is going to have a particular concern. Also, while there may naturally be overlap, that specific concern is more likely to be unique to that customer than not.

The Consumer

This customer’s primary focus is on getting their thermocouple at the lowest possible price, and will need to be assured of its quality. 

The product page for this kind of customer will need to include several images, a guide explaining how to hook up the thermocouple, and a video to demonstrate installation. Further, the images will have to show the consumer exactly what the thermocouple looks like packaged, unpackaged, and, most importantly, what it’s going to look like after proper installation.

Multiple payment and delivery options are part of delighting individual customers. They’ll be concerned with warranties, returns, and refunds. Ultimately, the consumer is more likely to buy and less likely to return the thermocouple if your product pages make a clear, attractive promise your company and products can keep.

The Contractor

This customer wants to be certain the thermocouple is available for pick up immediately, or that delivery is available for precisely the right time and place. The contractor will also require the thermocouple to arrive in perfect condition, ready for installation.

The product page for this kind of customer will need to include all necessary installation information and precise specifications, like a CAD drawing. If the house where the thermocouple will be installed is in a city, county, or state with complex regulations about installation, your product pages should address this concern to maximize conversions.

Contractors are also knowledgeable, so product content has to include a certain level of industry-specific jargon to assure them your company knows everything about what it’s selling. Ultimately, the contractor isn’t going to buy your thermocouple if your product pages don’t assure them they won’t have to waste time, and lose money, waiting because the thermocouple is out of stock.

The Enterprise Company

This customer may have specialized pricing schemes to take advantage of buying at geographic or volume scale, or both, and certain specific delivery requirements. 

Beyond product pages, enterprise customers are likely to expect a gated view of your site. Once logged in, they will want product pages customized to negotiated requirements. Enterprise companies will also expect your product pages to include a high-degree of product content to educate them about your thermocouples.

Notice how little the two paragraphs above actually discuss the product itself. The impersonal focus of the enterprise company is just one demonstration of the wide variability in customer-specific requirements.

You can’t sell to a person the same way you can sell to company, so your product pages have to reflect that fact.

Here is a breakdown of the differences inherent to the 3 kinds of customers in our case study.

Multi-Storefront Sales Tailored by Customer

The case study above is only an example, as ecommerce operations often sell simultaneously to many different kinds of customers. Obviously, the more store considerations you have to account for, the more multi-storefronts you will need, and the more complex your operations become.

Because customers range in size, even though there is some overlap, each tends to have a specific main concern. These main concerns are best met with product content presented in a particular way across a company’s multi-storefront.

pim-tailored-content
An incomplete list of different kinds of customers and specific example concerns includes the following.

Individual Consumers

People shopping online tend to place price above all other concerns, but don’t forget to highlight quality and functionality in product descriptions. Individuals also like lots of images, but videos are the biggest sellers today.

Students

Like individual consumers, students care about prices. But students are also eligible for discounts, so don’t forget to address those. Students also tend to buy one of everything per year, so highlighting a 1-year guarantee is key.

Small Contractors

Contractors have to know products are available and will be delivered precisely on time. They’ll also need as much installation and regulatory information as necessary to opt for your products.

Nonprofit Organizations

Nonprofits and NGOs are often focused on local, regional, national, and international issues. So your product content has to speak to their values concerning one or all of these.

Media Companies

News outlets focus on the issues their readers and viewers are concerned with. So your product content has to assure them those issues are important to you, too.

Schools

Public schools are highly regulated by local governments, so product pages need to include regulatory compliance information. Universities, on the other hand, are often focused on prestige. So they tend to associate with brands with strongly established reputations for high quality.

Law Enforcement

Like public schools, law enforcement is tightly regulated. But unlike them, selling to adults instead of children means your product pages will have to focus on quality over aesthetics.

Hospitals

Hospitals are subject to a heavy amount of oversight, because so much of what they buy has the potential to kill people. As such, your product pages will have to place extraordinary emphasis on compliance to ensure customers your products meet absolutely every regulation.

Enterprise Companies

These customers will want to negotiate the best possible deal at scale, requiring a long sales cycle and development of a close business relationship.

Military

Buyers of this kind are likely to be even more focused on scale than enterprise companies, because military equipment is subject to intentional destruction.

Government

Finally, because governments are the most bureaucratic institutions on Earth, you’ll have to develop relationships with dozens, or even hundreds, of individuals and departments. This level of required detail means omitting even a single piece of product information on any of your product pages could be the difference between a sale and not.

Regardless of who you’re selling to, PIM is ultimately the solution for simplifying optimization of product content for all the product pages making up your complex multi-storefront operation.

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Multi-Storefronts Tailored to Use Case

As stated above, multi-storefronts work because of an emphasis of focus on specific customer types, but that’s just the beginning. You can also use multi-storefronts to differentiate between any number of other varying factors, such as:

Specific Products

Above we looked at how you can set up multi-storefronts to serve different kinds of customers. But you can also arrange them to showcase a specific product or group of related products. Selling only a specific group of products together, with descriptions and images that highlight their connections, drives cross-sell.

Geographical Location

Multi-storefronts simplify international expansion of operations by supporting different languages, currencies, and units of measure. Don’t lose customers who like how your products look, but who can’t read your descriptions.

Technologies

Some customers prefer to shop online with a desktop computer and some like the flexibility of buying with a phone. Some customers have Android phones and some use iPhones. Don’t disappoint customers with product pages that look bad just because they prefer shopping with a phone.

Themes

Many products sell better at specific times of the year or are automatically associated with holidays or other events. Boost seasonal sales with multi-storefronts optimized to appeal to back-to-school shoppers or people who shop for Christmas presents year round.

Promotional Multi-Storefronts

Use multi-storefronts to set up sites with short-term special offers or temporary sales promotions.

Product Page Optimization

If you aren’t sure about the buyer persona you want to target with a particular product offer, set up multi-storefronts like A/B tests. That way you can determine how best to optimize product pages, to craft and sharpen brand messaging.

Sheer Numbers

Ultimately, it’s the simple math that leads to groundswell. The more multi-storefronts you operate, the higher the likelihood that one or more of them will end up ranking highly on Google. Whether that happens or not, with more multi-storefronts comes more chance customers will simply find one of your stores. All that adds up to more conversions.

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How PIM Helps You Avoid Common Multi-Storefront Mistakes

Succeeding in today’s ecommerce space is as much about figuring out how to do things right as not starting off by doing things wrong. Here is a list of common mistakes you can solve by implementing a PIM solution.

As of 2017, there were approximately 12 to 24 million ecommerce sites online worldwide.

Digital Commerce 360 (source)

Mistake #1: Not differentiating yourself enough

Nothing is going to make selling online easy, but PIM makes it easier to organize product content. With regard to multi-storefronts, PIM removes the endless hassle of managing product information and images. In turn, you can focus on niching your sites.

Building a strong brand is hard, so delegate work to your PIM.

Setting up a successful ecommerce website can take up to 1 year.

Entrepreneur.com (source)

Mistake #2: Not automating simple required tasks

Don’t use up your valuable time making sure all your product pages are optimized. Instead, sharpen the focus of your multi-storefront operation by tweaking your page designs and product presentation to drive sales. You can ensure you present visitors with accurate information and up-to-date images and videos with a PIM.

Achieving sales success takes time, so let your PIM do the repetitive work.

82.97% of ecommerce website content is duplicate in nature.

Ecommerce Platforms (source)

Mistake #3: Running an overly complex multi-storefront

This blog is full of reasons why a multi-storefront operation will drive revenue and grow your market share. But it’s important not to get ahead of yourself. PIM simplifies running even hundreds of sites, but ask yourself why you need so many.

Instead of thinking up ideas for new sites, make sure your sites are built on robust, revenue-generating necessity.

(Read everything you need to know about picking the right PIM solution in the blog featured below.)

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The Bottom Line

If the goal of your eCatalog or ecommerce store is to drive revenue, you have to provide the tailored product content that converts for different kinds of customers you sell to. Simultaneously you have to keep your multi-storefront product pages optimized with accurate and up-to-date product information. The best way to do this is with a PIM solution.

With PIM supporting the product content syndication behind all these multi-storefronts, you can be sure your product pages are enriched and compelling. This is the case regardless of who sees them, where they see them, how they see them, when they see them, or what their specific likes and interests are.

Now that you know just how important a PIM is for driving multi-storefront revenue, click here to see what Catsy can do for you today.