Throughout the buyer’s journey, price comparisons will occur. Many online customers look at the price tag and immediately search for similar brands that suit their budget. This has led many business owners to not include the product and service costs on their websites, owing to the fear of losing potential buyers.
The good news is that you can use content marketing to build customer confidence and overcome shopping price comparison. You need to structure your content to make it more appealing and add value to every shopper who encounters it. Also worth noting is the need to develop credible content to inspire trust. Enterprise PIM can help you with this.
How to Beat the Price-Comparison Effect with Content?
The modern shopper is much more knowledgeable. Price comparison with other sellers takes only a few mouse clicks for users to check against other sellers, brands, or products. This behavior leads many people to compare prices when making their decisions. If the content is engaging, shares valuable information, and persuades, customers may pay more attention to value than price.
Build Trust by Giving All the Necessary Product Details
A good way to reduce price comparison marketing is to give clients all the specifics they need. PIMs allow your content to be correct and the same, no matter where you use it. As a result, the customer feels comfortable and is less likely to compare store prices.
When you demonstrate how your product is useful, you make customers feel something positive. If buyers feel connected, they usually don’t check how much other brands charge.
Make Use of Similar Products Price Comparison
Innovative companies accept the need to be compared with rival brands instead of looking away. Content that points out what makes you different helps show your worth. You could write pages or posts highlighting price differences and examining the features and help included with each option.
Preparing a price comparison guide for marketing software or similar fields is possible. Doing so makes your brand appear both valuable and informative.
Rely on Content to Teach Customers
Shoppers often make decisions online by looking at how much things cost. They will trust you if you make them aware through blogs or guides that researching and comparing prices can be helpful. Remind consumers to consider things other than the price, for example, a product’s durability, how easy it is to return, and how much help they can get from the company.
Also, list the reference points you can access should you face a comparison shopping challenge. Examples include:
- Google Shopping.
- Use trending price comparison sites that help you compare prices.
- A competitor price comparison platform to compare the rates of competitor services.
As a result, the business is more straightforward and honest.
Show the Value of Content With Visual Elements
You can use videos, graphics, or demos to focus on how the product helps users. A sound digital asset management system will make your visual content neat and valuable.
Graphs or charts can be used for price comparison with other brands. They are simpler to view and help users easily understand your product’s importance.
Make People Aware of Exclusive Discounts
Every product is different in quality. You can fight price shopping comparison by providing customers exclusive deals, group bundles, or benefits that no other brand offers. People shopping online will likely look for special offers and discounts, so including these keywords (price & offer-based keywords) can help your content.
Your products will always display current promotions if you have an effective catalog management system.
Boost Visibility for Your Products Using PIM eCommerce
Planning with an enterprise PIM or the best PIM software helps maintain the same quality across all platforms. The same powerful messages will be present whichever way a buyer comes across your product.
As a result, customers feel confident and are less likely to try finding the product at a lower price. Furthermore, a product information management tool enhances your products’ visibility.
How to Overcome Shopping Price Comparison?
The use of content in marketing is a strategy that has gained popularity in providing prospective clients with valuable information. Many business organizations use content marketing to:
- Promote awareness of the new brand of services and products to the market
- Retain the current client database, and also recruit more
- Increase the sales
- Overcome the shopping price comparison
- Establishing an online platform where netizens share ideas and information that can be used to improve product features and solve problems
Nowadays, customers are becoming more and more enlightened about how they can shop online and get products and services that will have value for their money. According to a local survey that BrightLocal.com conducted, more than 80% of customers believe a lot in customer feedback and recommendations to businesses, as well as products and services. Because of these undisputed facts, customers will search for where they can get valuable and most trusted product information to guide them in making a well-informed decision.
1. Create Content That Inspires Trust
Having mentioned this, it is crucial to capitalize on this fact and invest in developing great content highlighting all the features customers want from specific products and services. This way, you will not only keep them glued to your website but also prevent them from the temptation of searching other sites that offer the same products and services at a relatively lower price than yours.
Therefore, if you want to use content as a marketing strategy, your key aim should be to provide rich information to address customers’ needs. If you stay focused on giving correct information, you can always be assured of a bigger following, enjoy the benefits of content marketing, and avoid losing potential customers due to the effect of shopping price comparison.
If you are a marketer or it’s your first time and want to learn how to develop content that will address clients’ needs and reap more by increasing product popularity, you will find this content very resourceful.
Once you are confident that you have the best content that inspires trust, use the following three best and easiest tips to overcome shopping comparison;
Tip 1:
Post your content on the most popular blogs with backlinks that will lead traffic to your website. This can be done on Facebook pages or groups with a broad following, YouTube channels, and other popular social platforms.
Tip 2:
Create an online platform that encourages customers to leave comments. Before ending, encourage them to do so because it is essential to help new customers with no idea about the product. The higher the number of positive comments you get, the better you will be at building trust and a client database, thereby overcoming price comparison.
Tip 3:
Consider inviting highly respected individuals, preferably well-celebrated persons and professionals in your field. For example, if you sell consultancy services, you may ask a popular professional to whom you once sold your services to leave comments. You can also follow up by phone to inform them about the invitation so that your hard-earned efforts don’t end up ignored.
2. Create Content That Will Last Forever
Now that you know that content is great at overcoming shopping price comparison, you need to work with a long-term mindset and develop content that never loses value. As you know, we live in a dynamic world that changes every second; therefore, you must keep feeding your fans new content within your line of business.
Imagine a customer reading your content and comparing it with another superior offer. The most definite thing is that he will take that offer and move with many other customers. If you have been in business for a while, you must know that restoring lost confidence takes a lot of time to build and may not even be achievable in the long run. Therefore, you can save considerable trouble and create new content that will last long.
To develop lasting content, you need to anticipate the changes likely to come and conduct more research in your field of expertise. Update every detail that will add value to your previous content and make it fresher and more interesting. It is also worth changing your style and approach to surprise your customers with something new that exceeds their expectations.
This will make your clients believe you always have something new in stock, discouraging them from moving elsewhere for better-priced alternatives.
3. Add Value to Your Targeted Audience
Take your time to research the information your audience wants to hear about products and services you want to sell. For example, you may identify a problem your competition hasn’t addressed well and develop content that entirely focuses on solving that issue.
There are several ways to talk to your customers, as long as you ensure the topics you write about are focused on giving information that customers will find valuable. A typical example of doing this is writing product and service guides that you want to sell. Here, you may highlight key features and why particular products are superior. You can also highlight pros and cons, and finally give a call to action to advise clients why they should prefer your offer to others.
While determining these topics, you must carry out keyword research on the most commonly used words and the number of times they have been used. This will be very important in optimizing your content to always emerge on top among other searches. This will reduce the chances of customers getting their hands on other shopping price comparison sites with better offers than yours.
4. Research Why Customers Prefer Your Offer to Others
If you have been doing well in business for quite a while, conduct a survey. Receiving self-reported responses from customers reveals why they prefer buying from you. What are you doing right that attracts your customers at the expense of your many competitors? Conducting surveys will not only help you ascertain your strengths but also improve the quality of your business.
In addition, you will be able to know why they preferred other offers to yours. Such information helps determine opportunities for change. You can capitalize on it to ensure you always give your customers the best. This will ensure that your customers are always satisfied, since a satisfied customer is always happy.
Various strategies can be used to determine whether your customers are happy. For example, questionnaires can be used on the web content, or, better yet, a one-on-one interview can be conducted. The main advantage of the latter is that it provides more room to ask more questions and is faster.
However, when conducting a customer satisfaction survey to overcome shopping price comparisons, first determine its purpose. Otherwise, you will end up with information that has no significant value. This will also be a waste of resources. In this regard, you need to establish a strategy for what you want to achieve from this exercise. For example, you may survey to identify the need to introduce a new product. What makes your customers frustrated? Doing so keeps surveys focused and practical.
5. Give Your Customers Your Word and Keep It
If your product reaches the stage of price comparison, that’s when content is most potent. Conversely, inadequate content is among the most common reasons businesses lose customers. Failing to stick to the promise on the product content will harm you in the long run. When comparing prices, customers are looking for products with the best value. You can assure your customer by giving them overwhelmingly complete content with social proof, reviews, testimonials, etc. Otherwise, they may go elsewhere to seek better offers.
Therefore, ensuring that the content matches the product or services in reality. Otherwise, you risk losing customers’ confidence.
So, how do you win customer confidence?
Learn from customer reviews. This is the most sought-after information customers use to decide whether products and services will achieve their objectives. Although this may be a challenge for newer businesses, you can motivate customers to provide feedback through email. Doing this will build a huge image that proves you sell a valuable offer based on social proof. At the same time, it can show that you are responsible for considering customers’ insights and complaints. Address all your complaints to consider all customer needs and update the changes to build more trust.
Use the product or service language. Thanks to well-crafted content highlighting their needs, customers often buy fascinating products they didn’t anticipate. Therefore, making your content appealing by making technical terms more interesting is essential.
The use of technical terms indicates a strong understanding of your expertise. However, this doesn’t mean you make everything you use on the content sound technical. Instead, you should convey the message in plain language to help them understand technical jargon. Customers will always try to gauge if you know the product specifications.
6. Capitalize on the Mere Exposure Effect on Your Content
Sometimes, you may wonder why many customers insist on buying a specific brand at the expense of others and why they are used to it. This phenomenon is referred to as the “mere exposure effect.” As a business owner, you can use content marketing to build a strong brand that will always give your competitors a hard time, irrespective of their offers.
This may be costly and take years to realize, but it will ultimately achieve a long-term goal of building customer trust and confidence. Furthermore, this strategy is also hazardous since a slight mistake can bring down a brand you have struggled to make for years.
Using the mere exposure effect in content to overcome shopping price comparison.
- Invest in Search Engine Optimization. Use organized traffic to increase product popularity among online shoppers looking for products or services online.
- Enhance the popularity of your brand by posting content on different websites. There are free online platforms that you can use to post your content. However, to increase customer confidence in the new brand, you must invest in building strong and reliable sites.
- Integrate content marketing with other methods like text ads, emails, and newsletters. However, you should be careful using this strategy since many potential customers have no time for lengthy content. Sending production information in emails is a good way to promote your brand and overcome price comparison. Include backlinks that customers can follow to your brand or product pages.
7. Use Product Content with Similar Features
Where is the first place people will seek information before buying? The internet. So you mustn’t make the decision-making process even more challenging.
If you post multiple similar products with features that contradict each other, it will leave them confused. They become unable to make an informed judgment. For example, selling various microwaves with vastly different features might be ambiguous or unclear. As a result, they will leave your selling page for better offers that get straight to the point. Otherwise, the customer may prefer the product with less value. In reality, you want shoppers to gather enough information to make the best choice.
However, let’s say you sell multiple products on the same platform. You should ensure the product information is precisely arranged so you don’t give clients homework. The goal is to create a frictionless process. In this arrangement, it’s vital to differentiate products well enough. That way, customers don’t have to pit one price of one product against the other.
8. Strategic Content Marketing
Many business owners are fully aware of the benefits they stand to reap from content marketing. However, the sad thing is? Many of them don’t know how to do it right. At least not with the sole objective of preventing business losses that come with shopping price comparison with their competitors. To succeed in content marketing, consider the following key strategies.
Establish Your Goal
Have a goal, and ask yourself how content marketing will help you realize it. Determine whether you want to develop content that promotes the business or focus on your popular brand to build others. Once you have an established goal, you will be ready to proceed to the next stage of determining the people you want to target.
1. Determine your audience
Ask yourself who the customers you are looking to reach are. Are you targeting a specific age bracket or sex, or are you king to the world? Now that you know who you want to get, tailor your content to address what they want to hear. By doing so, you will be able to keep your audience, which means they will never leave to seek other offers where they feel welcomed.
2. It’s time to build the content
Now that you know what you want to achieve and who you want to reach, it will be time to create the content, keeping in mind the correct list of things to mention and how you will structure it. Ensure that the content flows and that your audience can connect from the beginning to the end without getting lost.
3. The implementation stage
In this stage, the big question you must ask yourself is the platform you will use to post your content. Is it on a newly developed or established site with great SEO? If it’s a new site, will there be a need for an intro before going into deeper details? If you approach it well, reaching your audience and keeping them will be very easy, preventing them from losing them to other well-planned and established offers.
4. Measure the performance
Check whether the contents significantly improve the number of visits you get. The better the performance, the better your chances of retaining clients and overcoming challenges with price comparison. Lastly, always learn from your weaknesses.
The Bottom Line
Several strategies exist to make your content relevant and overcome shopping price comparisons. Content has helped many business organizations build trust and customer confidence and prevent customer loss that arises while searching for price comparisons.
Research shows that potential customers search a maximum of three sites before deciding. Therefore, make your content emerge among these and beat the rest. Moreover, identify your customer needs and address them effectively, and ensure your content remains relevant by updating it regularly.
Last but not least, post your content on popular sites with a bigger following, such as Facebook.
Now that you know how to overcome shopping price comparison with content, click here to see what Catsy can do.
