Product Content Mistakes You Never Want to Make

Product description and images errors are big negatives that drive down sales. Learn the biggest no-no’s out there for you and your team to avoid.

There are mistakes you do not want to make as they can be detrimental to your business growth and overall success. A mistake in your product content is one of them. Without a hard-proof and solid product content strategy, you will discover that you have invested your time, effort and money for nothing.

I will give you a fact; people seem to know how important content as a business element can be, however, it is one element that is not given much attention to. It is important because it encompasses the entirety of all communication a firm has with its customers.

Consumers of today have gotten more informed with so many alternatives to select from and you do not want to make mistakes with regard your product content. Well, because there is another competitor always ready to snatch them and turn them into loyal customers!

In the course of this post, you will find product content mistakes you would never want to make. However, if you have made some, there is always room for immediate improvement. They are discussed below;

Inadequate Strategy Formulation and Planning

“He, who fails to plan, plans to fail”. Before you begin writing your product content, a lot of clear plans should be made with regards to its strategy and execution. You need to have goals you intend to accomplish with the product content.

The mistake most companies make is the warped idea that the only goal of their product content should be getting likes and shares across the globe. This is only a small portion of it and without strategy; you will only be wasting time as your product content will be ineffective.

You should define strategies for every single step you will take as a brand in your content marketing. You can start by defining clear business goal you want to achieve and the outcome you desire from them. Have a clear focus, as trying to achieve too much at the same time can make an analysis of what is working and what is not quite difficult.

If you are hoping to create buzz and make it go viral, your product content will be more vibrant to get people tweeting and sharing it easily. Of course, it becomes a different content for a corporate site.

Know your customers intimately and what makes them tick. This will go a long way to dictate how you communicate with them and meet their needs. Doing this will involve research effort to know the needs and desires of your customers and how best to meet it with your product.

Planning and having a clear strategy helps build the foundation for your product content to thrive and produce positive results.

Making Use of Click-Bait Titles and Headlines

In a bid to catch the attention of consumers, some brands engage in the creation of click bait titles. Articles with click-bait headlines rely on flashy and shocking title claims to suck people in, which give a message entirely different from the body of the content.

Using click bait titles and headlines may get you the desired traffic to your site, but it will leave your customers frustrated. You can make a difference by producing honest and factual contents that will provide solutions to the challenges they face.

Please, do not damage your brand credibility by letting yourself get sucked into the short-lived thrills of click-baiting. Your customers will lose faith in your brand when you use deceitful titles that are not in sync with the content they eventually read.

Instead of click bait titles, strive for captivating subject lines. Ensure that you deliver whatever you promised in the title in the introduction of your content. There are also free tools available to help you analyze headlines and how they rank in quality.

Poor Product Descriptions

Do you know how frustrating it can be when you read a product description and it offers a bland detail? And sometimes, against my judgment, I have bought products I wouldn’t have considered because of the compelling, solid eye-catching product description that was offered.

When you have an attention-grabbing product content, it has a persuasive effect of making you need it and you find yourself getting it. I remember a statement I saw online and it aptly summarizes this; “having poor product description is like committing conversion suicide”. This statement hit me hard.

Your words and copy layout do matter. Avoid using excessive technical terms and ambiguous words that are difficult to understand to your average customer. I always say that the best way to write copies is to write as a consumer; you know what will appeal to you as a customer, so do the same. Sell an experience to them that will always leave them wanting more and beat a path to your store.

It is all about the experience and personality you sell. It is good to proofread your content before you publish it on all your media platforms.

You need to know how to write product descriptions that sell. This takes time, effort, research and an insight into the minds of the consumers. You do not want to make mistakes about this.

Do you come across product descriptions that make you feel like the owner wrote it probably at gun-point or just because it was of necessity to put up a description?

How did you feel?

I bet it poisoned your mind with regards to the benefits that could have been derived from the use of the product or service. This should give you an inkling as to how important product descriptions are and how a mistake in this area can be costly to your business growth.

Ignoring the Appeal of Product Images and Relying Solely On Texts

This is a mistake closely following the point discussed above. There are some products like electronics, vehicles and so on; which have their selling points in images and video descriptions. Pictures of the product from different angles can go a long way to assure the buyer he is making the right choice.

Sometimes, your product image can boost your customer’s interest in your offer. The increasing growth in mobile devices equipped with good cameras makes it easy to create visual content and share it on different platforms in a matter of seconds.

If I am to buy a product online, I do not have the ability to hold it up for close inspection of every single aspect. Already at a disadvantage, I have to rely on images from multiple angles with the option of zooming in. It is that important. What do you think is going to happen if the product image in the display is poor?

Research has shown that 94% more total views are attracted by content containing images that are compelling than contents that do not contain images. That is a high percentage and one that should not be taken lightly.

You may think the poor quality and blurry images used will go unnoticed. You could not be more wrong because they do not! Make quality your top priority in every visual product content you publish. Your customers will always notice all the details you put into your content creation and this will influence their final purchase decision.

Ensure that quality standards are established and with consistency in quality, you will attract more prospects to your site. Always remember that your product images are what the potential sees and bases his decision on. Ensure that your product images are of high quality.

Failing To Proofread Your Product Content before Publishing

It may not seem like such a big deal to forget to cross your “T’s” and dot your “I’s”; but it really is. Of course, the advancement of technology makes it easier to publish marketing contents faster. Always resist the urge to hastily publish yours until you follow due proofreading protocols.

The presence of grammatical error does not make you seem professional. I still feel I should repeat this for emphasis; always try to proofread your work thoroughly before publishing them with no expense should be spared.

Proofreading is more than just checking for misspelled words. Sentences with good intentions have been turned into embarrassing ones as a result of failure to proofread. Proofreading renders a high level of accuracy and quality even to an average work.

There is a long-term benefit associated with careful proofreading of your content. It can go a long way to help preserve your reputation as a credible brand and your relationships with your stakeholders. When you provide consistent product content that is well crafted and free of grammatical, spelling and factual errors to your customers, you position yourself as a trusted resource.

I am not saying all content you publish must be a hundred percent accurate; sometimes, the mistakes are bound to occur despite our best efforts. After all, human error is inevitable. But wouldn’t it be nice if we could reduce the chances of its occurrence considerably? That is where proofreading comes in.

There are a lot of free software and tools you can use to proofread and double check your product content before publishing. A popular one is Grammarly. Remember, a poor content structure or grammar can chase a prospect out the door!

Underestimating the Social Share Button

A lot of companies fall victim to this mistake. When you underestimate the importance of social sharing, you miss out on a lot of opportunities that would have driven a lot of traffic to your site. Of course, this translates into a loss of prospects and loss of sales.

Gone are the days when social media was optional or just a connection platform for teens. Businesses have incorporated it as a strategy in their marketing activities. When your product content is not shareable on social media platforms like Facebook, LinkedIn, Twitter, and Google+ among others, it limits the buzz that would have been created.

Your product content should be able to drive traffic to your web and your store and there is power in numbers. Having created great product content, you need to put it out there. Always ensure that there are social sharing buttons available for your customer or a random site visitor to share across different channels.

Make images you add in your contents more “pinnable” and always attach a share option to your content. Trust me, if the content is compelling enough, it will attract shares across numerous platforms and this will, in turn, increase awareness and generate revenue for your business.

Omitting Your Contact Details

It is not enough to write compelling product descriptions and content that makes customers run to your store, you should also make it easy for them to contact you. I guess the fear of most customers is that they want to be sure you will be readily available to them when they need help or information about your product.

A phone number, web address, email address or a toll-free line will do wonders for your customers and facilitate communication between you two.

Clear contact detail is a must. It is highly important that you include a contact detail in your product content and ensure someone is always available to respond to calls and reply messages or emails sent. You should have an email address for customer service that will be easily accessible.

Non-Inclusiveness of Search Engine Optimization (SEO) Keywords

If you want your site to be easily found, you are going to have to play by some rules. If you want to be easily found on search engines, there is a need for the inclusion of keywords that are relevant and effective to the product you are selling.

These keywords, when included, will help increase your online visibility and generate more traffic which can result in leads. This brings me to Search Engine Optimization (SEO) keywords. Don’t worry; I will explain if you are not quite familiar with it.

Think of SEO keywords as the phrases in your web or product content that will make it easy for people to find your site via search engines. Whenever you type in a word, phrase or sentence on your search engine, it will display millions of results often separated by pages. Implementing and taking note of this will give you an edge over your competition by ensuring your site ranks high.

With the inclusion of keywords, you can create great product content that answers the question of your prospects with their keyword searches; thus driving web traffic on your site.

Little or No Customer Relationship Building

You will discover that most consumers buy more than the product you are selling. They are buying a solution to their problems and they need to be able to trust you can deliver, which brings in the aspect of relationship building.

Building lasting customer relationships is the fastest way to reduce customer churn and improve your customer service. Don’t just take my word for it. A popular quote from Sam Walton comes to mind here, “the goal as a company is to have customer service that is not just the best, but legendary”.

In today’s competitive world, you do not want to be found wanting in this regard. It has become increasingly important to build customer relationships that add value to the entire customer experience over their lifetime.

Through your product content, you need to communicate like a human being and not a heartless machine. Your content should not sound stiff and memorized; instead, go for conversational and friendly. After all, customers really want to communicate with your brand as a person.

You need to see every interaction you have with your customers as an opportunity to build a lasting relationship with them. Through this connection, it will be easy to be the top choice among different alternatives they may come across.

Follow up comments, inquiries, and complaints about your product content and respond adequately. Do not end your relationship with the closing of a sale but follow up even after the sale.

Remember to communicate relevant and correct information in your product content because this will help boost your goodwill and increase your credibility with your customers.

Bring It All Together  

In your product content, you need to create buyer persona which becomes the version of the customers that are ideal for your product or service. What am I trying to say? Write your product content with your specific target customer in mind. This entails that you take time to carefully research on your customers and their specific needs and interests.

Everyone will never be your customer so do not make the mistake of writing just to anyone who will visit your page. Understand the needs of your target audience and write to them specifically. If you have a broad customer base, you will not be able to effectively engage with anyone; so focus on a few instead and make it personal.

As earlier said, your product content should not lack enthusiasm or creativity. This is even more important for online stores as it is the information you provide that makes them see the product in their mind’s eye to make an informed decision.

I dare say, the more description you can give, the better for your store. This will go a long way to help your customers feel like they are already using the product.

No matter what you are selling, always use the right keywords to attract your target customers and increase traffic to your site. Much importance should, therefore, be placed on search engine optimization to enhance your marketing efforts and promote consistency throughout your page.

Much attention should be given to customer relationship building. Open communication strategies should be drafted to build relationships and create more value for your customers. It will definitely pay off in the long run.

I always stress the need for consistency in driving brand loyalty. Consistency can shape the direction of a business. As Anthony Robbins rightly said, “it is not what we do once in a while that shapes our lives. It is what we do consistently”. Always remember that content marketing is not a one-off activity but a long-term commitment.

A good product content places much emphasis on the prospects and what they are actually interested in, and not what your company is. You are not designing your product content for yourself but for your customers. This means that your personal needs are not important. The needs of your customers should always take precedence over yours.

You need to ensure that you also distribute and promote your content. The goal is to get the word out there and distribute it to the people who will benefit from it. This means you should carry out offline and online advertising and promotional activities to be able to achieve your target.

Finally, in the marketing world today, content is highly important. Potential customers to your site consume the content you produce and they will keep returning if you always have something interesting to tell them.

Now that you know how to avoid making product content mistakes, click here to see what Catsy can do for you.

How Great Product Content Helps You Stay Ahead of Competition

Great product content is the life blood of the digital world. Learn how to optimize product content to get ahead of the competition and increase revenue.

If you simply want to survive in today’s competitive world, you have to go the extra mile—that extra mile others will not go. Today’s global market is harsh, I will not mince words. It is one riddled with cut-throat competition ever willing to spread their market share and ready to crush anyone in their path.

Brands are becoming proactive and ensuring they maintain a presence both offline and online, especially in the promotion of their brands online. All this is done in a bid to stay one step ahead of the competition. This feat cannot be achieved without a fool-proof product content strategy and this is highly used by leading brands in their respective industries.

Companies of all sizes can compete against each other with engaging great content to win targeted customers and keep them coming back for more, without the constraint of budget.  The content does not have to stop at being good but it should be great! This is what will differentiate your content from the information thrash (often known as spam which has no value whatsoever to us!) that is often rampant online today. Of course, producing great content takes a serious commitment on the part of brands.

The truth is that you need to expand your market share and market reach while maintaining your current customers. The power of content marketing is in its relevance to this and many more.

The Importance of Research in Product Content Creation

Before you can write engaging product content, you have to know what you are talking about and this is where research comes into play. Research activities are regularly carried out by firms interested in staying ahead of the competition.

Your competitors are not sleeping and neither should you too. Before I forget to mention, there should not be a time frame for research! Research is so important that it should be a continuous process.

You will need to carry out research to obtain deep insights into the needs and preferences of your customer. You cannot deliver great product content without carrying out extensive research to know what you are really selling. Through research efforts, you will uncover shapes, colors, phrases that can easily be recognized by your prospects.

The visuals of a brand can help the firm to stand out from the rest and make an impact. Research also uncovers further insight into consumer buying behavior and preferences. The knowledge of this can go a long way in the creation of content that communicates a solution to their identified needs.

Your research scope should not be limited to your level. What do I mean by that? Don’t research only on your level of growth presently but think global. This goes to say that research can also be carried out on your competitors, especially the market leaders in your industry.

Through your analysis, you can find out their areas of strength and weaknesses. Through the weaknesses and lapses identified in their systems and processes, you can develop better solutions.

To round up, my advice is to be in research-mode at all times. The quality of your product content borders on this.

The Attraction and Conversion Goal of Product Content

The most difficult people to predict are humans; you and I. This is because our choices are never constant and can change on a whim. The ultimate goal of product content is to attract visitors and convert them into loyal customers. This is a feat that can be quite difficult to achieve but it is possible with the right product content.

The attraction element helps your brand get more people to your site. Through your product content, you can target the right people with the relevant message. This will build interest in the solution you are offering especially if it is an answer to the challenges they face.

By creating informational articles and product content which demonstrate your expertise, consumers learn new things and become aware of the solution your product can offer and this comes to mind when they need to make a buying decision.

When your content is such that is vital to your customers, you become very important in their lives. The beauty of content is that you do not have to be a multi-billion dollar company or a powerful brand with a huge budget. Startups and small and medium-size companies can also have access to compete with big names in attracting customers with their product content.

There has to be an incentive to read your product content which spans across from relevant information, high definition product images to high-value products. If you cannot give clear reasons why customers should visit your site, you will not have any visitors. It’s that simple!

You should not rest on your oars after attracting customers to your site. Instead, strive to keep them coming and converting them into lasting customers. Through your content, you can achieve this by attaching your contact details. It should be reachable at all times. Help your customers in real-time and they will not be quick to forget your brand.

Through your content, never forget to have a clear call-to-action which solidifies the conversion element. Your content should be able to convince your prospects that your offering is the right solution to their needs even when faced with alternative options.

Important Tips to Produce Great Product Content

When I talk about product content, I am simply referring to the information (text, images, videos, audio and so on) a brand uses to communicate its brand offerings to its target customers. A customer cannot make a purchase decision if your product content is defective and lacking, especially when making online purchases.

Note the inclusion of great in this sub-topic. There is a huge difference between good product content and a great one. If you want to be ahead of the competition, you must strive to make your content great. If you had to visibly struggle or force yourself to read through a piece, then it obviously wasn’t interesting enough to sustain your attention.

This means there has to be a shift from the production of bland copies to more engaging, interesting and creative ones, strong enough to elicit an emotional connection with your customers. The return on investment is explosive if your product content is executed properly.

Great product content focuses on delivering solutions and not solely product pitches. I will explain using one of my favorite quote from Henry Ford, “If I had asked people what they wanted, they would have said faster horses”. Ford focused on providing a solution to the problem of movement and people who were looking for that solution connected with that.

Through your content, you should be able to connect with customers looking for a solution to the challenge they are facing. This is what can set you apart. The problem with focusing on only pitching your product is that there is a high tendency for your customers to switch to another brand that provides answers to the problems they seek.

The importance of delivering value through your content has been talked of repeatedly in the course of this article. We all skip content that provides little or no value to us. Carrying out quality research as earlier noted will give you an insight into areas that will be helpful and provide value to your customers.

The truth is that customers will have more reasons to stick around when there is engaging content available. Let us do the analysis together; sticking around translates to more familiarity, which translates to emotional connection and ultimately leads to the higher possibility of a conversion, making you their number one among competing alternatives. It is a good thing when customers are always staying on your site and great content is a sure way to hook them in.

Include media in your product content. The inclusion of images, audios, videos that provide value to your text will go a long way to improve user experience and sustain interest.

Nothing beats consistency; it is highly critical and quite challenging. This was further backed by a statistic from Deloitte which showed that about ninety percent of customers expect a consistently excellent experience across all touch points. The failure of brands to do this will lead to negative consequences. There are no exact guides to follow, but consistency can be achieved with the right content strategy in place. Consistency is what differentiates extraordinary from mediocrity because it requires a high level of commitment and hard work.

For your business to grow, it needs a record of success and this cannot be established without the element of consistency. Your product content should be consistent across all platforms such that it becomes immediately recognizable on sight.

Consistency is so important because it takes marketing to another level. When your product content becomes so consistent, customers identify your brand immediately before your logo, slogan or brand name is displayed. This means you have registered your identity in the minds of your customers and no consumer will dream of purchasing from a brand they do not recognize.

Consistency is complete when a brand becomes dependable in the delivery of your customer experience across all channels of communication and digital touch points. This is because you have built an image over time through your consistency that gives value to your customers.

At the end of the day, never forget that your customers are the reason why you are in business and their satisfaction is highly important. Hence, the focus is not on producing great product content alone but producing content that is great for your target customers.

Social Media and Product Content

It is no surprise to see the increase in the usage of social media platforms and sites. The opportunities for success of your content marketing abound in these platforms as they offer a wider reach for your target customers. Your social media marketing cannot be effective without great content and people will rather share content than a regular product promotional update.

This is why your product content and the social media are linked together. Think of social media platforms as a vehicle for your product content strategy. Create an engaging and attention-worthy product content that provides solutions to the challenges of your target market and create awareness and distribute the content through the use of social media channels.

Brands are using social media platforms in a bid to connect with their customers. Product content usually has expectations of a buzz or hype which social media platforms offer. People share what they find interesting and it gets to a huge number of people in a matter of seconds.

This becomes challenging as it is not easy to produce content that people will be willing to share. When using these platforms, it is important to note that you should create product content that is share-worthy.

For a content to be share-worthy, it has to be useful to satisfy the needs of your target market. This means that the content has to be educative, interesting or entertaining enough to warrant a share. The idea here is quality over quantity.

You should attach a share button to your product content. I cannot stress this enough! There are so many product contents I have come across and I would have loved to share with friends and followers, but I couldn’t see a share option.

Connecting the two paragraphs above, it is of necessity to produce great share-worthy product content that is so good, it goes viral naturally. This is why it is necessary to attach social media buttons to your content. You never know the one that may connect emotionally with your target audience, and as a brand, you do not want to miss an opportunity to create awareness and generate leads.

It is quality of your content or the lack thereof that creates a buzz and results in impressive results. Drive reaction with the infusion of videos, audios, and images. A research from the Visual Teaching Alliance revealed that consumers get a paltry ten percent of their knowledge from reading and the other ninety percent is gotten from video and audio.

Building Your Brand Through Product Content

When everything else goes, your brand name still remains. Building your business afresh from a sucky financial year is easier with a name that everyone knows. The best way to build your brand is through the creation of content.

For you to build your brand personality and brand voice, you have to know what distinguishes your brand from others. What makes you stand out? What is your Unique Selling Point? What is the personality of your target audience and how do they communicate?

When you have a clear idea on all these, it will help you consistently communicate your brand promise in a way your customers will be able to connect with it emotionally. Your unique voice, style and brand personality should be evident in your product content and this is what will make it original.

Product content is not limited to a physical place nor is it constrained by location. It is literally everywhere you look from a blog post to a Google Ad popup or through a social media platform, reaching customers at their own convenience.

The ultimate information a buyer is looking for is the information that will help him make smart buying decisions. If a brand is able to supply content that makes the buyer seem knowledgeable and smarter, you ultimately stand a better chance of winning their patronage.

Brands who wish to build their brand are no longer solely dependent on traditional media to reach across to their customers. So, if you are yet to come aboard the content marketing train, you could miss out on so many benefits. Through content, awareness can be created with regards your product and service offerings.

Conclusion

Content creation has ceased to be an option but a necessity for companies that wish to remain competitive in today’s digital age. Of course, it spans across different firms and different industries which means there are a lot of companies engaging in it. Thus, it becomes even more difficult standing out as a brand amidst all the videos, images, texts and other information shoved in the consumer’s face.

The global marketplace has evolved into a buyer-driven environment with buyers becoming the expert and going for brands that can offer the best solution.  Your content represents your thoughts and should be on-point to drive traffic to your site and instill trust in you as a brand. This trust is not forced but earned. There is something obviously wrong if you have to force your market to see the value in your product content.

Your product content should be a source of information. Your site should be known as a credible source of information within the industry you are operating in. The wealth of knowledge you have in your product content can let potential customers know you can be trusted. And this will set you apart from the competition.

Great product content should not be turned into an advertisement shout-out. The primary aim of your product content should be to inform, engage, help and bring value to your target customers.

It is a well known fact the most difficult customers to sell to are the informed ones. This can be interpreted to mean that the more informed they are, the harder it becomes to sell your brand promise to them. Hence, relevant and engaging content can help position your company better to them as a trusted source for information and then become their first source for products and services.

Traditional marketing has become less effective in engaging her customer as consumers become more interested in online surfing.

With internet technologies comes the possibility of automation which can save you some valuable time and resources as a brand. This is because automation allows you to easily distribute your product content across multiple platforms. In these competitive times, it is not enough to create rich content. Companies must implement technologies to its content creation and management in order to maximize customer engagement and revenue; remaining one step ahead.

It takes dedication and serious consistency to produce great product content which will help communicate your brand promise and make you stand out. This is why content is a necessity for survival. I will go as far as saying that marketing is not complete without content.

I will end with a quote from James Keady, a digital marketing manager which says, “Content is the voice of your brand, and it is, therefore, important to allocate the respect, investment and focus it requires. Creating good content is difficult, and delivering great content consistently through established processes is complex. However, this is what is required if you want to take your brand from good to great in today’s communication environment.”

Now that you know how to stay ahead of your competition with great product content, click here to see what Catsy can do for you.

4 Disastrous Online Sales Mistakes to Stop Making Today

Learn the 4 biggest obstacles to maximizing online sales, and stop losing potential customers you could be converting to grow revenue and market share.

In cutting to the chase, every online store has one overriding goal: To make sales and more sales. Sales are the life-giving blood of any online business ecosystem. From sales made, profits existing customers, salaries are, expansion is possible and the business to function sustainably.

Online sales are boosted by the internet. The World Wide Web has and continues to change the way people shop for goods/products. Online shopping, which translates to online sales has become the standard and convenient way to connect with a much larger consumer base. The convenience stems from the fact that increasing numbers of individuals are embracing making transactions from the comfort of their home, office or anywhere!

Boosting online sales is given premium attention by many businesses and e-commerce stores. The questions involve what strategies and methodologies work best in taking sales figures northward. There are a number of courses and programmes that offer advice, tips, and tweaks to help increase online sales.

However, if your online business is not making significant online sales, maybe the question you should ask is what steps are you not taking, to put you on the way to super bumper sales on the internet.

What are the online sales strategies your competitors are implementing that you have not identified yet? Maybe it is time you sat back and appraised your e-commerce model and to see the ways you are missing out on more online sales. The ensuing list can serve as a guide:

1. You Have Not Established the Basics of Online Sales

Know that there are no measurable goals

The overall aim of a football game is to get the ball into the back of the net. So coaches and team managers prime their players to achieve this set target. The same ideology holds true for increasing your business’ online transactions. If there are no measurable goals in place, it will be much harder to assess your performance and to make needed adjustments to your online sales and marketing strategies. The more precise your target, the better your chances at not missing out of gaining a chunk of the online sales in your chosen sector.  You should also consider the following:

  • You can set an ambitious goal, but remember to set targets that are possible to achieve.
  • Put in place structures to track your goals. You can install some kind of web analytics software on your site in order to determine how well you have met your online sales targets.

There is no focus on evidence

The last thing you should do in your ecommerce business is letting personal experiences or opinions drive your operations. For instance, because you are piqued by subscription pop-ups or ads, does not mean that every other person is. Rather, you should try out methods that have verifiable proof of being effective and result-oriented. If you are to boost your online sales figures, identify that your personal opinions and prejudices should be left out of the equation. Rather, base your actions on statistics and studies that have been tested and certified effective.

You are offering too many items for sale

Do not be swayed by the belief that offering a deluge of products on your ecommerce website increases your chances of making more sales. It might just have the opposite effect. Empirical studies show that listing too many products is often mentally tasking for the average visitor. This is because of the time needed to flip through product specifications and other such information. Ultimately, such a potential buyer ends up being overwhelmed and leaves your pages without making a purchase.

The rule of thumb in this regard is to place a sizeable number of items, so your buyers can see only the most important options and ultimately make a purchase decision.

You do not have back-end products

This point flows from the one preceding it. From avoiding posting too many products, you might actually be limiting the volume of your online sales if you do sell back-end products to your customers. Backend products are other products you can offer to your existing customers after they’ve made their initial purchase. From the knowledge of the products purchased, you can recommend what other products would complement their initial purchase.

In dealing with backend products, you should take cognizance of the following:

  • Offer only products that complement the initial product of purchase. As an example, if your customer purchased golf clubs, you can point him/her to buy a golf club bag. Or you could also offer to sell golf shoes, hand gloves, face caps as well as golf training videos among others.
  • Utilize paid subscriptions as backend products. In this regard, you must have become an authority in your field, hence you can offer paid premium access to members and intending members.
  • You can also give upgrades as part of the offer of purchasing a backend product.

There are no opt-in offers

If your website has no features that give the opportunity for future interaction with potential and existing clients, then you will be missing out on more online sales. An opt-in offer is a tool used to collect your customer’s email address and other information. With this strategy in place, you can inform them about new products, sales, promotions, and more. In addition, you can receive feedback and suggestions through the same channels, thereby building positive relationships over time. To get started with opt-in offers, you can consider the following:

  • Place your opt-in offer in an easy-to-see location on your homepage. Experience shows that users’ eyes often go to the top left-hand corner of a page. This would be a good place to post an opt-in offer.
  • Ensure that your opt-in offer also appears on every page of your site. In this manner you can sure that customers will, at some point during their stay, provide you with their contact information.

Utilize hover adverts

Hover ads are tools that inform the customer about information relevant to the customers, such as a sales promotion as well as product upgrades.

However, use hover ads with caution. Ensure that the ads only gives information to users that will be beneficial to them. For instance, a 30 percent off all sales until Saturday is relevant information that can that you with a hover ad. With this tool in place, you can be sure of turning traffic into purchase decisions.

Your users are mobile but you are not

Take into consideration that the bulk of your users are young and mobile. And that means that these individuals are making more transactions on the move and with their mobile phones. So, if your e-commerce site is not optimized for mobile telephone usage, then you could limit the volume of online sales you are recording.

Incorporate and optimize your website for mobile viewing. Mobile users also have a common habit of swiping left and right to view images. Therefore, instead of putting product images in vertical order, add a gallery so they can swipe horizontally. Once you optimize your website for mobile use, complete with accessible payment options, the chances of posting impressive online sales figures increases.

You do not create a sense of urgency

If your website does not cause visitors/buyers hearts to flutter, it is possible that your online sales numbers will take a dip.

The reason for this is not far-fetched. A good number of buyers are prone to browsing around or abandoning their online collection, with the belief that they can always return to complete a transaction.

But in the ecommerce space, you can trigger an immediate action when you create a sense of your product going out of stock. This piece of information is meant to make customers act quickly in order place an order for a product.

You can set your stock number lower than actual quantity in your inventory. This act creates an impression that your items are in high demand and will soon sell out.

Place a timing feature also adds to the sense of urgency you would want to convey to your customers.

When customers are considering making a purchase, you can show a time-limited offer along with a running countdown timer to motivate them to make an unplanned purchase.

Placing the right product, at the right location along with appropriate promotions have the potential of boosting your online sales volume.

2. Your WEBSITE is not CONTENT compliant

You do not post content regularly

If you do not put up engaging content on a consistent basis, you could be missing out on making online sales. A good way to determine how much you should post is through conducting a poll among your users. Get their input and their specific needs. The goal is to place relevant, but not overwhelming information that is central to their needs.

You should also note that timing is important to placing content on your website or whatever social media platform you use. Evidence shows that Twitter posts are often clicked on after 6 pm, with the platform experiencing heavy traffic on Wednesdays, Saturdays, and Sundays. The best time to place content daily on Facebook is between the hours of 12 noon and 6 pm.

Your content is not shareable

If your customers can not share your products and items to their friends and family, then you could be missing out on making more online sales. In this regard, you should embed social media buttons into the header of your website, your email signature, your newsletter and other forms of correspondence. When visitors can easily share products they like on various social media handles, the chances of increasing your online sales become better.

For creating easy-to-share content on your e-commerce site, here are a few tips you should consider:

  • Place social media buttons (which are images of the various social media platforms like Facebook and Twitter) in spots that are prominent on your website. If someone wants to share your product on Facebook, for example, all they would need to do is to click on the Facebook logo. Then, a window will pop up allowing them to write a quick post about the item and share the related content.
  • It is important that you amass a considerable amount of shareable content, before engaging with the various social media platforms. In this way, users are assured of receiving fresh content on a regular basis.

There is a lack of buyer personas

You should know that having a lack of buyer personas for the various categories of products you offer, could erode your online sales. For example, if you sell running shoes, you could look at demarcating your market into specific user groups. These groups may include fit young folks running 60 + miles a week, casual or weekend running enthusiasts, mountain trail hikers as well as road trip runners among others. In order to optimize sales, your e-commerce site may need to provide different appeal factors to these groups.

One way to go about developing useful content for these buyer enclaves is by interviewing customers in these areas. The feedback you receive should form the basis for creating packages and promotions that appeal to the target markets.

Images are under-utilized

Visuals are a credible force in the e-commerce world. If you do not tap into the power of imagery you might as well be underperforming in your online sales. Empirical evidence shows that image-based posts generate over 50% more likes than regular posts.

The rule of thumb is attaching some kind of image to an announcement regarding a new sale, product, or anything else related to your business.

3. Your Strategy Is Not Geared Towards Achieving Additional Sales

You do not have enhanced purchasing buttons.

If you do not move your visitors to make a purchase with the right enhancement options, then your online sales figures could experience a dip. Note that there are a number of ways to get users to make a purchase. Take the color orange as an example. Using this color for purchase buttons is proven to cause people to make a purchasing decision.

Another area that you could enhance is the use of language. Experts advise that you use specific and active phrases. For example, if you are selling a sports product, do not use the words “Complete Sale”; rather you should opt for the phrase “Get it NOW”

Your web pages lack a personal touch/feel

Everyone loves to feel comfortable flipping through the pages of a website. This comfort often stems from the fact that the content of the site connects with the visitor on a personal level, so much so that they are moved to making a transaction.

Tweaking your use of language will do the trick in this regard. Instead of writing “Your shopping cart,” write “My shopping cart”. Instead of writing “Your Wish List,” write “My Wish List.”  Writing in the first person creates a deep and powerful connection with your visitor.

The presence of Inconsistencies

Consistency should be the watchword of your e-commerce website. If the language, tone, and style differ from one webpage to another, you stand the risk of coming across as unprofessional. Viewers expect the pages to look and sound the same. Anything short of this expectation may cause the user to leave, thereby hurting the volume of your online sales.

When you do not run a loyalty/reward program

One of the more notable business truism states that it is easier to retain and sell to existing customers than to a new customer. Therefore you should focus considerable energy on keeping your present bunch of clients happy and contented. One of the ways of achieving this is by instituting a loyalty/customer reward program. The overall aim of a loyalty program is to motivate customers to spend more or make repeat purchase to earn reward points.

By asking your buyers to join a loyalty program, you can precipitate impulse purchases for earning advertised rewards, thereby turning them into loyal customers.

4. When your website does not provide a concrete sense of security

Have you conveyed the impression of trustworthiness?

It is a given that potential and existing customers will leave at the slightest hint that their details (financial and otherwise) are not safe/secure. It is important that you show your customers that you do care about their safety and privacy online. Put in place structures and processes to safeguard personal information and other details, especially such details are used in sending spam/unsolicited correspondences.

There are a number of ways to gain the trust of visitors. You can make use of customer testimonials. This is one of the quickest and most effective means of building up your site’s trust coefficient. However, endeavor to use only genuine recommendations and always seek permission from your intended customer.

Secondly, you can never miss the mark when you dedicate a part of your online pages to talk about yourself. This should include your qualifications, ideas, visions, and goals in setting up your business.

Putting these in place will make users feel more confident in your business and what it has to offer. This trust, more often than not, translates into more online sales.

Are you missing a trust seal?

As an extension of the previous point, customers demand to see that you have taken practical/concrete steps in keeping their vital information safe and secure. One of the ways to achieving this is through the use of trust seals. Trust seals are usually small graphics that say that a website is trusted/validated/verified/secure. This validation comes from trusted 3rd party authorities in online security and safety processes.

Note that once customers are satisfied with the level of safety measures implemented, you can rest assured that your online sales will definitely witness a rise.

For good measure, there are categories of trust seals. These categories include standard trust seals, security seals, privacy seals as well as business seals.

As a business, you must select the most appropriate trust seal that suits the operations of your business.

Identifying these focus areas and more should give you an idea of the changes needed to bring about an improvement in online sales. While you should not expect a sudden increase in online sales volume immediately after implementing the above recommendation, persistence and determination are key requirements.  Staying the course and evaluating performance parameters will ensure that you achieve, maybe even surpass, your online sales target.

Now that you know how to figure out if you’re missing out on sales, click here to see what Catsy can do for you.

Organize Product Content to Best Support Search

Optimizing content to rank when potential customers search is key. Learn how to get your product content at the top of search results today.

‘Content is King’ is one of a number of recent axioms that captures the importance attached to information/data generation, sharing, and access. The 21st Century wins the tag of the Content Century, driven by knowledge and its application. Many predict that the trend may warrant the creation of an Exchange of Information data, akin to the financial stock market, where an individual place can place bids for information/content packets under applicable laws. The key is to know how to organize product content.

So if the content is important, it follows that your website or e-commerce site should present it in ways that make it useful, self-explanatory and easy to access. Your content organization should form one of the core objectives of your website. Not only will you be creating compelling content that is useful, effective and well-written, you also need to present it as clearly organized.

Visitors to your landing pages only have just about enough time and are often pressed for choice. The only way to remain visible and relevant is optimizing your content to support searches as effectively as possible.

General Tips

The following general tips can serve as guides in organizing your website’s content to best support searches:

Come up with a clear Information structure

Develop a detailed roadmap for how your website’s content will engage and be seen by potential and existing clients. Keep in mind that it is the user who decides what parts or segments of your content are useful/relevant to him/her. In fact, you may even find that content’s relevance may even be time-specific and pointed.

So irrespective of your level of experience or a lack thereof, you will need to gauge the needs/wants of your target group. Remember that their reasons for searching such content should form the basis for organizing information and data. It is only logical to ask questions from the people who will eventually make use of your site. Use helpful tools like surveys and questionnaires to determine what content structure works best for the user.

Set off with Critical Information

After drawing your website’s information structure, the next step is getting the attention of visitors with a good overview of the detailed content. Why so, you might ask? The reasons are not far-fetched. Again, remember your visitor has other competing ends for his/her time. Two, understand that presenting such views helps your client take in important points and make informed decisions on the next steps to take.

Have in mind the core questions your existing/potential users might ask. Try to answer these, or at least offer a clear starting point right on the website’s main landing page. The top of your website should be viewed as a real piece of the online estate. Your strategy can center on either displaying central content to answer your visitors’ leading questions immediately or to buoy people to enter the site by either clicking a link or exploring the main page.

Display only relevant material

Emphasizing this point may border on stating the obvious but many websites still miss the mark in this regard. Simplicity is key and the less ‘clutter’ or distractions, the better your website’s ability to attract and retain visitors. Stretching the thrust of this point, think of relevance in terms of showing content that is material to the needs of the user at any point in time.

From your customer engagement exercise, you can have a good idea of the path visitors take to reach their search goals. So the content for your landing page must fulfill the role of keeping the interest of the buyer, while your product pages, for example, should move the visitor toward making a purchase.

In other words, display only content relevant for these different stages.

Show every relevant material

Before you throw up your arms in despair and walk away, this point needs some clarification. The first thing to note is that you should not sacrifice clarity on the altar of brevity. While you are mindful of your visitors time and other constraints, your website should not churn out incomplete information. This move stalls the decision-making process, eventually leading to lower conversion rates for your website.

Again there is no magic wand in knowing what constitutes really relevant material to your visitor. The key is knowing what your visitors do and what kind of content they are interested in at different stages during their visit to your site. Pretend you’re a customer and conduct a tour of your website. Examine how your web pages fulfill ALL your needs and search requirements. For greater representation, have family and friends embark on this same path.

The goal is not only to have a diversity of feedback but also to discover what additional information your website should have, for a rewarding search experience for your visitor. For example, you can place high priority content directly on the site, or link to less urgent content on your different pages. Just make sure nothing important is left out.

Be mindful of different audiences

Have it in mind that your website will cater to a diverse range of customers. Do not be alarmed to find that your target groups also entirely different levels of expertise, foreknowledge, and goals. While some visitors are at home with the information given in the auditory form, others may like a combination of visual cum interactive data presentation.

Organizing your content should focus on the different kinds of people who are most likely to visit your web pages. As a guide, you can create user scenarios to get a clear picture of the search characteristics of your target audiences. With this information, you can prioritize your content, with placing the most important in an accessible manner. However, never forget that all content is important and should not be left out.

Consider also that different users may search/ use the same content in a different way. To cater to this eventuality, you can create content element doubles and duplicate links for seamless search sessions.

Offer multiple entry points (where possible)

You can give more traction to the differentiation habits of your users by offering a number of entry points to your website. For instance, you can create a distinction between large corporations and individual clients, or for first-time users and return customers or professionals and amateurs.

Achieving this level of compartmentalization requires distinguishing your specific target groups with different expectations towards your website. Once this accomplished, creating separate entry points for each group will organize your content for optimum search.

In effect, having multiple entry points means having multiple landing pages for organizing your content and making search results easier and faster.

Think Customization

You can organize your website’s content in such a way that your target groups of users can have a say in the what, where and how of searching/finding information on your site. In this way, you allow users decide for themselves what content is important and what isn’t. This strategy works well for services that are personal and receive regular usage. An example is the Adobe Creative Suite. This application allows users to open/hide windows as well keep in focus important and often used tools via personal preferences.

Go for Content hierarchies and employ natural language

A good search is one that gives the user the required information in an effective manner. One of the ways of organizing your content to enhance meaningful search results is by putting in place a hierarchy of your information, according to the needs and wants of your target audience. With a hierarchical system in place, you make it is easier for users to understand where they can find and file their content. In addition, such a structure enables your search system to rank content and return search results that closely match the user’s needs/intents.

So instead of using flat structures such as http://Africa or http://America, a hierarchical system files the search parameters such as http://sales/Africa or http://sales/America.

In this way, the user is seamlessly directed to the page that gives information on sales in Africa or America.

Natural Language makes it easy for your website to interpret the search needs of your target user. In this regard, go for a language that is clear and straight to the point. If you use natural language for URLs, the search system can more easily understand what information is in the site or file and give it an appropriate ranking in the results, hence making it easier for your users to access the information required.

Encourage users to enter comprehensive, rich and consistent metadata

The metadata comprises data that provides extra information about a website and its content. Metadata often answers inquiries such as the creator of the website, the type of content and the purpose of the content or site. You can specify or direct users in using specific search terms in order to highlight and bring up relevant content and search results.

Keep a handle on multilingual content

If you have grand plans for your website, they should also include catering to users/speakers of other languages apart from English. Set up your content structure in a way that enables accurate translation of content from one language to another.

In managing the demands of multilingual data, the following tips can serve as a guide:

  • As much as possible, keep content in different languages on separate websites. Whenever your website’s search system cannot recognize the language of a particular content item, it assumes that it is in the language of the site where it is saved.
  • Do not mix languages in content and that content’s metadata.  Maintain uniformity by using the same language in the metadata as the language that is used in the content itself.
  • Do not combine languages in a single piece of metadata. This is especially true for URLs.

Make use of Authority Page

An authority page forms a part of SEO terms used to describe the chances that a specific page from your site will be found on a search engine such as Google. Page authority is measured on a logarithmic scale from 0 to 100 and depicts the relevance of information and links within website pages to one another.

In other words, the more authority your pages have, the better the search experience of your target user, especially in terms of accessibility and speed of result generation. In order to increase the page authority of your website, the following tips come in handy:

  1. Create original content

Search engines like Google place a great premium on original and compelling content. When your website’s content is fresh, Google views your website as an authority in that area of endeavor. This results in your web pages appearing among the top sites for information in that area or field.

Since it is a given that your website is well structured, having original content ensures that users will not only find your website with ease but will have search results accurately matching their search parameters/queries. For emphasis sake, make sure your content is fresh, interesting, useful and relevant as well as easy to read.

  1. Work to earn external links

External links are important for a number of reasons. For example, if a website posts a link to one of your articles on your own website, then the chances are high that their audience will be exposed to your brand, which can help increase your visibility and attract more traffic to your site as well.

If the site is an authority website itself, then it means that you are well on the way to attaining the status yourself. However, do not wait for others to post links to you. You can also take the initiative by posting links of your own to other websites as well.

In summary, earning external links involves showcasing links to other sites, creating original content as well as being an active content contributor to other websites.

  1. Infuse image elements

Visuals are among the most effective means of turning your website pages into authority page. This is so for certain reasons. First, people readily connect to images even without any accompanying notes. Also, images are more shareable, and research shows that people are more likely to share visual content than written content.

Give Content Clusters a shot

Content clustering could just hold the key to organizing your website’s content for best searches. Consider that in nature, clusters of fruits, plants or ice have an attractive effect. Your content could also achieve this effect with clustering.

Essentially, content clusters group related content in groups to achieve clarity, build authority and perform better search results.

Usually, a content cluster consists of the following elements:

  • Pillar content
  • Cluster-Subtopic content
  • Internal links (i.e. bonds of togetherness).
  1. Pillar Content

Pillar Content comprises a diverse, fresh and unrestrictive website content that is connected to a content cluster. A pillar content should ordinarily include content that matches search intent, a title/metadata description as well as various media.

  1. Cluster Subtopic

Subtopic content is a particular piece of content structured on a long-tail keyword, or niche question/inquiry. Cluster Subtopic often comes in the form of a blog post with links to the parent pillar content. Ensure that the subtopic links to the main pillar of the content cluster to enhance efficacy and relevancy

  • Create Content and Appropriate Links

Your content should span both word-based (including web pages, blogs, and articles) and visual-based (including videos, slides, infographics among others) to support the searches of your users. The next task is creating appropriate links among the various forms of content. It may also involve linking one sub-topic to a pillar topic, for seamless search inquiries.

Implement Good navigation strategies

Navigation centers on how well website information is congregated and displayed, in terms of the global web, within the site itself and on individual landing pages. To organize content for best search, the following tips on navigation can come in handy:

  1. Implement a primary navigation high level and infuse keywords whenever possible.
  2. Show a visual sitemap of relevant pages for indexing by search engines such as Google.
  3. Provide users with secondary navigation menus for an overview of all sections and within each section of your website.
  4. Pages with interrelated themes should be connected with inline text links.
  5. If your website has a lot of depth in content, you might find it helpful to use breadcrumb navigation that incorporates keywords.

Consider Page theming

Page theming looks at the connection between the content of your website/pages and the keywords associated with them. This connection must be seamless in order to enhance the user’s search experience. Page theming tips include the following:

  1. Remember to keep page content as focused as possible. In this regard use one or two primary keyword phrases and one or two secondary phrases, or less. Be straight to the point.
  2. Ensure that the top page in a given section of your website is related to the highest level keywords in that section.
  3. Create sub-pages for low relevance and long tail keywords within a section/page.
  4. Word counts for each page should be equal to or greater than those for high ranking priority pages.

Archive unused and unimportant content

Archiving content does not mean the content should be deleted. It forms part of a good practice to archive product items or specific information no longer needed, that are part of larger items. Archiving these extra information helps the user find relevant information that is actively being used in good time and gives your website a cleaner look and feel. If necessary you can create a link to archived items by switching either to ‘All’ or ‘archived’ view near the search bar.

Test before Implementation

An important consideration you should bear in mind is that the users’ experience is what counts in the overall picture. Your content and its structure must be tailored to meet this expectation. After the initial user research with target groups and personal interaction, ensure you reach out to your potential users again before implementing your final content structure.

Whether through remote tests/assessment or guided user testing, set up your search parameters and have potential users give feedback. This feedback forms the framework for determining what content is relevant, missing or needs replacing.

Conclusion

These tips are a few amongst many others that can help you organize and structure your content for users/visitors to your website. Understand that the initial time and effort needed in getting your published content organized will be enormous. But it will be worth your while, especially as your attract traffic from target audiences and become an authority in your field.

Go ahead and implement these tips and any more you can find, in organizing your content for optimal user searches.

Now that you know how organize your product content to support search, click here to see what Catsy can do for you.

Preparing for Online Sales

Traditional channels have taken a backseat in the digital world of today. The days when you had to depend on face-to-face meetings and sales calls with prospects to land sales are over.

Today, brands are subscribing to the popular player on the block – digital channels – which make it easier to connect with customers at the right time. Failure to go digital will make you reactive and affect your growth potentials. The best way to prepare is to use digital channels.

To carry out a marketing campaign digitally, you need to set specific goals, define your target market, draft a compelling content (communication message), decide on the digital channels to use and carry out evaluations to measure progress made.

Digital marketing is becoming more and more complex each passing day with increasing channels popping out and changes in consumers’ tastes and preferences. It is important to note that one thing will always remain constant: customers will have a preference for brands that are ready to provide them with delightful brand experiences throughout their journey and will always keep coming back for more.

Traditional Marketing Channel Limitations

Using traditional marketing channels means reaching target customers with face to face communication, telephone communication, print, and broadcast media. With traditional channels, the goal is to provide information to the public to push patronization of your brand with little or no interaction between the medium and the public. With digital, audience interaction with the selected medium is made possible. Prospects have the opportunity to visit your site, read product descriptions, make comments in form of reviews and provide feedback on the service quality.

Digital channels come in to level the playing field between the big, well-established brands and those that are just starting out. Remember, a local retailer, using traditional channels will not be able to compete favorably with its larger competitors. Through digital channels, the success of a brand is not dependent on the store size as greater exposure is achieved.

Data is harder to store with traditional media. On the other hand, digital comes in to give the public variety and the choice to select the way they want to receive the content you are trying to communicate.

While traditional marketing channels can get the job done, digital can do the job more efficiently and in record time. Real-time results can be obtained on digital channels at the touch of a button to track progress and readjust on time compared to traditional channels which do not offer this opportunity.

On the issue of generating buzz and viral sensation, digital marketing channels take the lead so much more than the traditional channels. Social media share buttons can distribute your content to millions in a matter of seconds, thus increasing the visibility of your brand. This cannot be achieved using print or broadcast medium for instance.

Digital Marketing Channels and the Power of Content Creation

As a business, you need to be available where your consumers are. Most consumers today are online. Digital channels offer a way of reaching these ones in the best environment where you can effectively satisfy their needs. Through digital channels, you can connect, educate or inform, persuade and make an offer that can meet the needs of your customers.

Digital channels save cost, time and reduce the frustration that is bound to occur when using traditional channels alone. This is because it is one-on-one marketing and business can uniquely meet the needs of their customers.

You cannot talk about digital channels without content coming to mind. It is the backbone of digital marketing channels because it encompasses all communication between a brand and its customers.

The production of engaging content has the power to influence their purchase decision in your favor. Content marketing is the new flavor in the digital marketplace because marketing today is content-driven. Several pieces of product information about your business are produced and shared on various digital marketing channels.

When content is great, it is easy to spot because it will be largely informative, interesting and easy to understand. Good content is an easy way to tell your brand story and connect with your audience, and it is not going away soon. Brands alike are subscribing to the use of content to not only pitch their products or services but deliver valuable information (tips, advice and so on) to the customers, in a way that you become relevant to their lives and turn them to loyal customers.

The quality element is essential in content creation if it is to have the power to be engaging. Also, the content you produce should have a “take-action” feel to it. Your call-to-action page should be able to make them supply their details for immediate purchase.

Creating a Digital Marketing Strategy

While we are not disputing the fact that traditional channels are still important, it is safe to say that digital channels have come in to complement the failures of traditional channels. This is why you need to be ready for digital channel marketing and your digital strategy can help you best prepare.

Digital marketing strategy is a plan of action that can help you achieve your business goals through the use of online or internet marketing. Buyer personas should be built because they represent the customers you are targeting. All these are explained in the subsequent points below.

Understand Your Customers Intimately

It should be at the back of your mind that everything you do in business is for the satisfaction and delight of your customers. They are the reason for your existence as a business. Do your research well by knowing who they are and the best way to market to them that can capture their attention and sustain it!

Excellent customer service should be at the core of all marketing activities so that value is assured even before a purchase decision is made. Building buyer personas is a great way to understand the target audience of businesses. The nature of your business will influence the data you collect when building your buyer personas. Information should be collected about their demographics which span from location, income, age bracket, among others.

Psychographic information can also be collected with regard to their interests, challenges or pain points as well as their preferences in a bid to intimately understand their behavioral patterns. You should go as deep as knowing the amount of time they spend on each page on your website.

All these information should be accurately collected because your digital marketing strategy will be targeted to your customer segments through the buyer personas you have created.

What Are Your Digital Marketing Goals Exactly?

Your digital marketing goals are different from the overall goal of your business. However, they must complement each other. Your marketing goal should not be completely different from the overall goals of your business but should be tied back to it.

Your marketing goals should be stated in clear statements. This is very important for measurement and evaluation. The effectiveness of your digital strategy can be largely determined by the extent to which your marketing goals were achieved.

Your digital marketing goals should revolve around some specific points. It can be tailored to converting leads to buying customers (customer acquisition); increasing sales by a certain percentage, to win back lost customers who have ceased to be active or to increase the lifetime value of customers (reducing customer churn and increase customer retention).

The set goals should be as specific, measurable, actionable, relevant and time-bound as possible. Each of these elements will go a long way to ensure its success. It should be properly defined to ensure that campaigns are drafted in line with them if you want successful results.

Select Your Digital Channels

There are a lot of digital channels that are available for the use of businesses, which is why it is so powerful. Remember, the digital channel selected must be one that will fit into your digital marketing strategy with the capacity to fulfill your set goals. It may not be all channels that may be the right fit for your products and services. Hence, you need to understand the ones that are relevant to your business and the ones that are not.

You can use owned, earned or paid media channels to generate awareness about your brand. Digital channels present opportunity for brands to engage their prospects across multiple touch points. While there are so many, a few will be discussed below;

Websites

It is important for you to have a website for your business if you don’t have one. You need to have a place where customers can go to when trying to access your products and services.

Before you build your website, you have to know the purpose it will serve and the impression you want customers to have when they visit. You need to know the customer segment your brand is targeting and what their needs will be, so that content included on your site is tailored specifically to them.

For those that already have one, while you may argue that you already have a website, it is important to answer the question of whether your site is fully optimized for visits done via mobile devices. Your site should be easy to understand and navigate with engaging content that will make them want to stay longer.

The design and functionality of your site is also an important consideration it should be one that can catch the attention of shoppers and have a positive effect on their view of your brand as a whole.

The reason for the poor turn out to your site could be that it is not mobile-friendly, slow load-time or poorly structured layout. Whatever be the case, it is important for your design team to fix these problems if you want to attract more prospects to your site. Ensure your website is secure as cybersecurity is the concern of most shoppers online.

Regularly test your website to have an insight into the experiences of customers when they visit your site. This will give you insights into the problems they face and effective solutions can be implemented.

Social Media Marketing

As the name implies, it is a digital marketing channel that is used in the promotion of brands on its various platforms. Some popular ones which we are quite familiar include Facebook, Instagram, Twitter, LinkedIn, and YouTube. As earlier said, your choice of this media will largely depend on your digital marketing strategy.

Social media is not used for socializing, as we are prone to thinking but helps to build rapport and engagement with customers in their social setting and with the platform of their choice. With more and more platforms developed every day, it is fast becoming an essential targeted advertising platform. Be interactive with your followers (for instance, chatting with them in real-time and promptly answering their questions and concerns); it goes a long way to show them that they are important and you value their contributions.

Social data analytics program is one that can help you collate data from social media sites for proper targeting of content to the right market.

All activities done via social media marketing should be tied to your digital strategy and the achievement of your marketing goals. Your brand voice should be consistent across all platforms used. This is a great medium to display the personality of your brand and your brand promise which will help differentiate your brand from others.

Search Engine Optimization (SEO)

This is not a channel per se but a strategy to increase your ranking on the results of search engine queries. It is largely connected to specific keywords used when entering a particular subject or topic. Optimization is important because it can help you drive organic search and increase your site rankings through important elements of quality content, relevant links, and social media engagements.

Beware of your page load speed and reduce anything that will slow it down. No customer is going to wait around for your website to take its sweet time loading and frustrate their experience; they will move on to faster alternatives. Always remember it is the customer that your content is tailored to and not search engines. Focus on consistently delivering quality, original and engaging content and your customers will always come back for more. More brands will want to link to your share-worthy content.

Your images matter and the right keyword should be used to optimize it for search engines. Your Uniform Resource Locator (URL) should be such that can be easily understood at first glance by your customers. Use words instead of characters if you want to be memorable to customers.

At the end of the day, always have an effective tracking system to tell what is working and what is not.

Email Marketing

This is a channel that uses electronic mail medium to market their brands and businesses. It is a very important channel that can increase the visibility of your brand because it is the most personal way brands can interact with their customers.

Email marketing is effective in targeted communications across your sales funnel. You cannot be relevant to everybody at the same time. This is why segmentation of your email list should be done here to enable the sending of targeted messages to prospects.

Don’t fall victim and become a pest to customers by sending too many emails to customers; it can get irritating and make them unsubscribe from you. Sending few emails is bad because you can be forgettable and end up in spam. This is why there should be a perfect balance when it comes to the issue of frequency and timing.

Have a clear purpose before you request the customer to give you an email address. You need to be able to give your customer something valuable which will keep them interested for more offers from you. Remember to include a call-to-action in a way that recipients will not miss it even if they are only skimming through.

Pay-Per-Click (PPC) Advertising

This is another avenue that can be explored with regards to selling through digital channels. Think of PPC as paid adverts offered by search engines. Here, you can buy visits to your sites instead of solely depending on organic visits. Here, advertisers are requested to pay a certain fee at the click of any of their adverts. Google AdWord is an example of a PPC system.

To expand the reach of your PPC advert campaigns, include keywords that are relevant to your business. Regular review should be carried out, especially on expensive PPC keywords and the ones not performing according to expectations should be shut down.

Conclusion

Why select a medium that allows you have just one conversation at a time when you can talk to millions at the same time at even lower cost? This is not to say traditional channels are not important in generating leads and boosting conversions because they are. Traditional channels offer a rare human touch much more than digital. On the other hand, digital channels are much more efficient, cheaper and have a wider reach.

This post is not in any way exhaustive of all the channels that can be used by your e-commerce business. Carry out more research and discover more if you want to be a market leader in your respective industry.

Your traditional marketing methods and channels should support an already solid digital marketing effort. They should both not be used in isolation. It is not advisable for companies to solely depend on a digital channel and abandon the groundwork traditional channels can play. Thus, for optimum results in their dealings with current and prospective customers, companies should combine the human element of traditional channels with the efficiency of digital ones.

The goal is delightful customer experiences that keep them satisfied; hence, you need to make sure that your service providers are willing to go above and beyond to ensure that this is done. This means response time should be faster and complaints should be handled effectively.

Personalization of your services is important to make your brand more “human”. Customers do not want newsletter and emails from companies, but want them to be addressed specifically to them. The information gathered from your buyer personas can help you tailor your messages specifically to certain groups of people.

Evaluating channels regularly and making updates and corrections, especially where goals deviate and to enable management decisions, are extremely important. The goal remains achievement of quality interactions with customers that can root a company in the minds of its customers.

Now that you’re prepared to sell through digital channels, click here to see what Catsy can do for you.

How Great Product Content Helps You Stay Ahead of the Competition

If you simply want to survive in today’s competitive world, you have to go the extra mile—that extra mile others will not go. Today’s global market is harsh, I will not mince words. It is one riddled with cut-throat competition ever willing to spread their market share and ready to crush anyone in their path. Great product content is one of the best ways to separate yourself

Brands are becoming proactive and ensuring they maintain a presence both offline and online, especially in the promotion of their brands online. All this is done in a bid to stay one step ahead of the competition. This feat cannot be achieved without a fool-proof product content strategy and this is highly used by leading brands in their respective industries.

Companies of all sizes can compete against each other with engaging great content to win targeted customers and keep them coming back for more, without the constraint of a budget.  The content does not have to stop at being good but it should be great! This is what will differentiate your content from the information thrash (often known as spam which has no value whatsoever to us!) that is often rampant online today. Of course, producing great content takes a serious commitment on the part of brands.

The truth is that you need to expand your market share and market reach while maintaining your current customers. The power of content marketing is in its relevance to this and many more.

The importance of research in product content creation

Before you can write engaging product content, you have to know what you are talking about and this is where research comes into play. Research activities are regularly carried out by firms interested in staying ahead of the competition.

Your competitors are not sleeping and neither should you too. Before I forget to mention, there should not be a time frame for research! Research is so important that it should be a continuous process.

You will need to carry out research to obtain deep insights into the needs and preferences of your customer. You cannot deliver great product content without carrying out extensive research to know what you are really selling. Through research efforts, you will uncover shapes, colors, phrases that can easily be recognized by your prospects.

The visuals of a brand can help the firm to stand out from the rest and make an impact. Research also uncovers further insight into consumer buying behavior and preferences. The knowledge of this can go a long way in the creation of content that communicates a solution to their identified needs.

Your research scope should not be limited to your level. What do I mean by that? Don’t research only on your level of growth presently but think global. This goes to say that research can also be carried out on your competitors, especially the market leaders in your industry.

Through your analysis, you can find out their areas of strength and weaknesses. Through the weaknesses and lapses identified in their systems and processes, you can develop better solutions.

To round up, my advice is to be in research-mode at all times. The quality of your product content borders on this.

The attraction and conversion goal of product content

The most difficult people to predict are humans; you and I. This is because our choices are never constant and can change on a whim. The ultimate goal of product content is to attract visitors and convert them into loyal customers. This is a feat that can be quite difficult to achieve but it is possible with the right product content.

The attraction element helps your brand get more people to your site. Through your product content, you can target the right people with the relevant message. This will build interest in the solution you are offering especially if it is an answer to the challenges they face.

By creating informational articles and product content which demonstrate your expertise, consumers learn new things and become aware of the solution your product can offer and this comes to mind when they need to make a buying decision.

When your content is such that is vital to your customers, you become very important in their lives. The beauty of content is that you do not have to be a multi-billion dollar company or a powerful brand with a huge budget. Startups and small and medium-sized companies can also have access to compete with big names in attracting customers with their product content.

There has to be an incentive to read your product content which spans across from relevant information, high definition product images to high-value products. If you cannot give clear reasons why customers should visit your site, you will not have any visitors. It’s that simple!

You should not rest on your oars after attracting customers to your site. Instead, strive to keep them coming and converting them into lasting customers. Through your content, you can achieve this by attaching your contact details. It should be reachable at all times. Help your customers in real-time and they will not be quick to forget your brand.

Through your content, never forget to have a clear call-to-action which solidifies the conversion element. Your content should be able to convince your prospects that your offering is the right solution to their needs even when faced with alternative options.

Important tips to produce great product content

When I talk about product content, I am simply referring to the information (text, images, videos, audio and so on) a brand uses to communicate its brand offerings to its target customers. A customer cannot make a purchase decision if your product content is defective and lacking, especially when making online purchases.

Note the inclusion of great in this sub-topic. There is a huge difference between good product content and a great one. If you want to be ahead of the competition, you must strive to make your content great. If you had to visibly struggle or force yourself to read through a piece, then it obviously wasn’t interesting enough to sustain your attention.

This means there has to be a shift from the production of bland copies to more engaging, interesting and creative ones, strong enough to elicit an emotional connection with your customers. The return on investment is explosive if your product content is executed properly.

Great product content focuses on delivering solutions and not solely product pitches. I will explain using one of my favorite quote from Henry Ford, “If I had asked people what they wanted, they would have said faster horses”. Ford focused on providing a solution to the problem of movement and people who were looking for that solution connected with that.

Through your content, you should be able to connect with customers looking for a solution to the challenge they are facing. This is what can set you apart. The problem with focusing on only pitching your product is that there is a high tendency for your customers to switch to another brand that provides answers to the problems they seek.

The importance of delivering value through your content has been talked of repeatedly in the course of this article. We all skip content that provides little or no value to us. Carrying out quality research as earlier noted will give you an insight into areas that will be helpful and provide value to your customers.

The truth is that customers will have more reasons to stick around when there is engaging content available. Let us do the analysis together; sticking around translates to more familiarity, which translates to emotional connection and ultimately leads to the higher possibility of a conversion, making you their number one among competing alternatives. It is a good thing when customers are always staying on your site and great content is a sure way to hook them in.

Include media in your product content. The inclusion of images, audios, videos that provide value to your text will go a long way to improve user experience and sustain interest.

Nothing beats consistency; it is highly critical and quite challenging. This was further backed by a statistic from Deloitte which showed that about ninety percent of customers expect a consistently excellent experience across all touch points. The failure of brands to do this will lead to negative consequences. There are no exact guides to follow, but consistency can be achieved with the right content strategy in place. Consistency is what differentiates extraordinary from mediocrity because it requires a high level of commitment and hard work.

For your business to grow, it needs a record of success and this cannot be established without the element of consistency. Your product content should be consistent across all platforms such that it becomes immediately recognizable on sight.

Consistency is so important because it takes marketing to another level. When your product content becomes so consistent, customers identify your brand immediately before your logo, slogan or brand name is displayed. This means you have registered your identity in the minds of your customers and no consumer will dream of purchasing from a brand they do not recognize.

Consistency is complete when a brand becomes dependable in the delivery of your customer experience across all channels of communication and digital touch points. This is because you have built an image over time through your consistency that gives value to your customers.

At the end of the day, never forget that your customers are the reason why you are in business and their satisfaction is highly important. Hence, the focus is not on producing great product content alone but producing content that is great for your target customers.

Social media and product content

It is no surprise to see the increase in the usage of social media platforms and sites. The opportunities for success of your content marketing abound in these platforms as they offer a wider reach for your target customers. Your social media marketing cannot be effective without great content and people will rather share content than a regular product promotional update.

This is why your product content and the social media are linked together. Think of social media platforms as a vehicle for your product content strategy. Create an engaging and attention-worthy product content that provides solutions to the challenges of your target market and create awareness and distribute the content through the use of social media channels.

Brands are using social media platforms in a bid to connect with their customers. Product content usually has expectations of a buzz or hype which social media platforms offer. People share what they find interesting and it gets to a huge number of people in a matter of seconds.

This becomes challenging as it is not easy to produce content that people will be willing to share. When using these platforms, it is important to note that you should create product content that is share-worthy.

For a content to be share-worthy, it has to be useful to satisfy the needs of your target market. This means that the content has to be educative, interesting or entertaining enough to warrant a share. The idea here is quality over quantity.

You should attach a share button to your product content. I cannot stress this enough! There are so many product contents I have come across and I would have loved to share with friends and followers, but I couldn’t see a share option.

Connecting the two paragraphs above, it is of necessity to produce great share-worthy product content that is so good, it goes viral naturally. This is why it is necessary to attach social media buttons to your content. You never know the one that may connect emotionally with your target audience, and as a brand, you do not want to miss an opportunity to create awareness and generate leads.

It is quality of your content or the lack thereof that creates a buzz and results in impressive results. Drive reaction with the infusion of videos, audios, and images. A research from the Visual Teaching Alliance revealed that consumers get a paltry ten percent of their knowledge from reading and the other ninety percent is gotten from video and audio.

Building your brand through product content

When everything else goes, your brand name still remains. Building your business afresh from a sucky financial year is easier with a name that everyone knows. The best way to build your brand is through the creation of content.

For you to build your brand personality and brand voice, you have to know what distinguishes your brand from others. What makes you stand out? What is your Unique Selling Point? What is the personality of your target audience and how do they communicate?

When you have a clear idea on all these, it will help you consistently communicate your brand promise in a way your customers will be able to connect with it emotionally. Your unique voice, style and brand personality should be evident in your product content and this is what will make it original.

Product content is not limited to a physical place nor is it constrained by location. It is literally everywhere you look from a blog post to a Google Ad popup or through a social media platform, reaching customers at their own convenience.

The ultimate information a buyer is looking for is the information that will help him make smart buying decisions. If a brand is able to supply content that makes the buyer seem knowledgeable and smarter, you ultimately stand a better chance of winning their patronage.

Brands who wish to build their brand are no longer solely dependent on traditional media to reach across to their customers. So, if you are yet to come aboard the content marketing train, you could miss out on so many benefits. Through content, awareness can be created with regards to your product and service offerings.

Conclusion

Content creation has ceased to be an option but a necessity for companies that wish to remain competitive in today’s digital age. Of course, it spans across different firms and different industries which means there are a lot of companies engaging in it. Thus, it becomes even more difficult standing out as a brand amidst all the videos, images, texts and other information shoved in the consumer’s face.

The global marketplace has evolved into a buyer-driven environment with buyers becoming the expert and going for brands that can offer the best solution.  Your content represents your thoughts and should be on-point to drive traffic to your site and instill trust in you as a brand. This trust is not forced but earned. There is something obviously wrong if you have to force your market to see the value in your product content.

Your product content should be a source of information. Your site should be known as a credible source of information within the industry you are operating in. The wealth of knowledge you have in your product content can let potential customers know you can be trusted. And this will set you apart from the competition.

Great product content should not be turned into an advertisement shout-out. The primary aim of your product content should be to inform, engage, help and bring value to your target customers.

It is a well-known fact the most difficult customers to sell to are the informed ones. This can be interpreted to mean that the more informed they are, the harder it becomes to sell your brand promise to them. Hence, relevant and engaging content can help position your company better to them as a trusted source for information and then become their first source for products and services.

Traditional marketing has become less effective in engaging her customer as consumers become more interested in online surfing.

With internet technologies comes the possibility of automation which can save you some valuable time and resources as a brand. This is because automation allows you to easily distribute your product content across multiple platforms. In these competitive times, it is not enough to create rich content. Companies must implement technologies to its content creation and management in order to maximize customer engagement and revenue; remaining one step ahead.

It takes dedication and serious consistency to produce great product content which will help communicate your brand promise and make you stand out. This is why content is a necessity for survival. I will go as far as saying that marketing is not complete without content.

I will end with a quote from James Keady, a digital marketing manager which says, “Content is the voice of your brand, and it is, therefore, important to allocate the respect, investment and focus it requires. Creating good content is difficult, and delivering great content consistently through established processes is complex. However, this is what is required if you want to take your brand from good to great in today’s communication environment”.

Now that you know how to get ahead of your competition with product content, click here to see what Catsy can do for you.

Product Delivery Is Quick and Reliable with PIM

Digital channel product delivery is a priority for manufacturers, but it’s tough. Use these insights to deliver your products quickly and reliably.

The Internet is sure to undergo ever more innovative changes in the coming years.

Also, we know we’ll continue to make purchases via digital channels. The the shift to ecommerce sales channels, and corresponding decline of brick and mortar stores, means product delivery has become a key ingredient for success.

This change will affect the customer experience for consumers and businesses alike.

This blog will focus on B2B buyers, because the volume of transaction made in business buying is much higher and more complex than in consumer to consumer buying.

Product delivery speed and reliability are important weapons companies can use to stay ahead of the competition.

  • Speed assures buyers their purchases arrive on time.
  • Reliability assures buyers the product delivered is what they ordered.

Not offering enough product delivery options results in more abandoned purchases. Most people have little patience when it comes to assuring them of fast delivery of their orders.

A foolproof product delivery strategy is crucial.

Often times, customers become frustrated and the resultant effect is an abandoned shopping cart, meaning lost sales. Thus, the need for increased speed and visibility influences the logistics chain heavily.

Product delivery doesn’t only signify the arrival of ordered goods, but encompasses so much more.

Every single piece of the pie has to do with product delivery. This includes everything from delivery presentation and marketing, right down to the time and method of delivery. Your customers will place great importance in all of these.

What do Customers Want?

How to draw in customer attention is a puzzle all businesses grapple with.

Business buyers and consumers alike all have misgivings about the product delivery process of most ecommerce stores. This could stem from:

  • High delivery costs
  • Lack of a suitable delivery option
  • Having little or no faith in the seller’s product delivery system

As the time it takes to deliver a product increases, so does dissatisfaction. Ultimately, it all ends with a frustrated “I’ll never buy from them again!”

Customers want a clear and accurate tracking system in place to keep them updated on the progress of the orders they have placed. They want interactive communication about their order even before it arrives. This can be done through email, texts, or phone calls to update customers about changes or just to reassure them.

Customers want a brand that is ready to own up to lapses in their purchase system especially when product delivery issues come up. Hence, ecommerce stores must find the best way to provide excellent customer service. This is especially true because, after all, customers can choose to buy from anyone.

Customers are more likely to return and buy again if a brand can deliver at affordable prices, with flexible shipping options, and provide fast delivery. This shows that you must devise strategies to improve your product delivery to meet all these expectations.

Product Delivery Delays

To find a way to make product delivery systems more effective for ecommerce stores, go to the root of the problem looking for possible causes of delivery delays.

Delivery experiences may be the test to judge the personality of a brand, influencing its identity. This is why any customer that has to put up with a delivery delay on the first order may decide not to buy from your site again.

One major cause of delivery delays is documentation mistakes.

It has dual roots and can come from the company or the business buyers themselves. Documentation mistakes include:

  • Misspelled addresses
  • Incomplete information
  • Incomplete order forms
  • Human error as a result of poorly managed multi-tasking
All these affect the delivery of products quickly and reliably.

Ecommerce is a 24/7 marketplace unrestricted by location. Hence, system failure, bad hosting, and other technicalities affect the ability of a store to deliver reliably and on time.

Increase Conversion Rates

Conversion rates increase with the boost in customer confidence an efficient delivery system generates. And these days word of mouth is more important to ecommerce than ever before.

Delivery options and prices should display clearly on every page of your site, including cart and checkout pages. Prices shouldn’t be hard to find, but instead clearly visible to customers. Only then can customers make good purchase decisions.

Your excellent delivery strategy can set you apart from competitors. Your site will easily stand out from those that don’t deliver on promises. This creates buzz around your uniqueness, resulting in increased sales and a favorable brand image.

Positive Business Results

The prompt and accurate delivery of orders creates value for your buyers.

In return, you gain positive business results. The value created is the delivery of products at the right place, in the right condition for customer needs. These positive results create widespread buzz for your business, increased goodwill, and improved brand reputation.

Increase Repeat Purchases

Your delivery strategy is a source of competitive advantage for your offer, turning visitors into customers and customers into repeat buyers.  Thus, delivering on your promise is sure to improve your brand image in their mind’s eyes and wow them.

Good delivery is the mechanism for ensuring issues are handled when they arise.

The end goal in ecommerce is the transformation of buyers into repeat buyers. Your delivery mechanism can help do this. Ensuring that orders are received in satisfactory condition at the right time will go a long way to help make the transformation a reality.

Repeat customers are the cash cows of every business, so their needs are a priority. At the back of your mind should be the knowledge that repeat sales don’t happen by accident. A conscious effort by a brand to wow the customer at all touch points with them does the trick.

Do Your Homework

First things first: research and don’t forget preparation is very important.

You need to carry out research into delivery issues and use facts to find and implement the best solution. Identify your delivery needs and goals to direct the actions you will take to ensure you’re headed in the right direction.

Your delivery goals should promote:

  • Increased efficiency
  • Improvement in customer service
  • Increased online sales
  • Improved relationships between your business and buyers

All these should be taken into consideration as goals and objectives are being set. Information about shipping costs and competitive delivery practices should be priorities.

Answer the dilemma of whether to outsource or not to.

Do you have adequate resources to be able to handle logistics internally or will you use the services of a third party logistics provider? This can only be properly answered with adequate research.

The issue of returns should be addressed in the phase of logistics policy formulation.

Buying online comes with the possibility of returns because product aren’t physically present to be handled and properly inspected. A survey conducted revealed that 81% of customers will go for businesses that offer easy and free returns.

Allowing returns comes with its own problems. Hence, research and proper consultations should be made, with pros and cons tabulated to make the best decisions that will deliver best customer experiences.

Packaging Is Important

More than the generic benefit of protecting and preserving the product, there should be a special “feel” that your packaging should give.

Some experiences of customers have left them discontented with the purchase they made. Ecommerce stores need to keep up with consumers’ unrestricted purchases.

Since business buyers can’t physically handle the product, the packaging their order comes in becomes their first impression of you, which is a really huge deal you can’t afford to miss out on.

Some studies reveal that an average number of customers have the belief that the packaging of their shipment reveals the level of importance the seller has about them and the order they placed.

Your Word Is Your Bond

Breaking promises is the best way to lose customers.

If it is broken despite well-thought-out plans, a mechanism for service recovery should be put in place. You should list realistic minimum and maximum delivery times. This is to strike a balance between putting unnecessary pressure to meet up and disappointing customers from the resultant delays.

Remember, the reason why a purchase is made is to meet needs, and time is one of them.

No matter the additional benefits and promises your product comes with, if delivery is promised in 48 hours, it should be done so consistently. If orders made aren’t received within the specified time, a disconnect between the buyer and brand develops. Ultimately, this leads to disaster

The moment a business loses sight of the need to fulfill brand promises, it starts to decline.

It is preferable to promise delivery in five business days, even if it can be done in two, than to promise two days and end up disappointing the customer. The secret is to make a realistic promise and delight your customers by delivering it in less time than promised.

Shipping rate and delivery condition transparency will earn you customer loyalty.

While transparency is exercised, also apply flexibility. Thus, consumers should be offered as many options as possible. They should never have a reason to abandon their shopping carts.

Update Your Inventory

Have you ever clicked to buy an item you absolutely loved only to get an error message? This must have produced a myriad of negative emotions.

Having incorrect inventory levels will only upset customers.

Classify your inventory properly to ensure stock levels are maintained, especially for fast-moving products. This will go a long way to help save time in the process of order fulfillment. Hence, your inventory should be regularly updated to prevent the occurrence of incidences.

Keeping your inventory up to date will mitigate running out of products.

After all the effort spent in product promotion, the product should be on hand when requested. Management of inventory can help increase profit margins because it allows the efficient movement of goods. This can offer a business competitive advantage.

Use Logistics Software

Using automated logistic software goes a long way to ensure accuracy.

This is especially true when regularly updating data. The Amazon effect has increased customer demand, particularly with regard to delivery time. Amazon offers same-day delivery for many products sold on its platform.

Using automated logistics can help reduce costly errors that can be gotten from manual data entry, helping brand deliver better customer experiences. This is highly important, especially when you realize that it costs you so much to lose just one customer.

Your overall strategy will determine which logistics software you should use.

Remember, it must also be in line with your delivery goals and objectives. Determine the best way to integrate your logistics software into your overall business strategy.

An automated system also helps resolve business decisions as a result of access to stored trends and history. Having valuable data will help you see a clearer picture of the costs of each decision you make.

Use a unified platform that can integrate all aspects of the supply chain in the management of logistics. It should be one that can easily harmonize all links of your supply chain network.

Product Delivery with Couriers

A number of ecommerce stores use the services of courier companies with a specialty in handling logistics and delivery. However, assess them properly and find the best one to help achieve your delivery goals.

The contract drawn with these companies should communicate a clear message and should be easy to understand. Courier companies can offer flexible delivery packages that can save you time and avoid unnecessary delays.

When you don’t have the resources at your disposal to fulfill orders on time, go with a courier.

A lot of stores benefit from the advantage courier companies bring to the table. Courier companies can offer services that will increase overall performance, reduce costs, and allow you to focus on other demanding business activities. Outsourcing your order fulfillment function also allows you make the most of technology without the accompanying risks. Outsourcing your order fulfillment function also allows you make the most of technology without the accompanying risks.

Include Surprise Freebies

You aren’t just trying to deliver products quickly and reliably, but to do it so well your customers feel like they have no choice but to come back for more. A surprise gift may sound complicated, but it’s really not. A thoughtful little gift can make a huge impact.

Remember, the gift doesn’t have to be expensive to make an impression.

Surprise freebies are a great way to delight customers and create impressions that will live on and influence further purchase decisions. Unconsciously, buyers psychologically incline toward your brand in a bid to repay the favor.

Pull It Together to Win

Delivery is one factor buyers consider before trusting a brand.

This is why consumers are quick to point out that unreliable delivery is what discourages them from buying online. Surveys have revealed 60% of customers say their central reason for online shopping is delivery convenience.

A defective delivery system is a liability to the success of the company.

Quick and reliable product delivery is key to ecommerce success. Again, product delivery doesn’t start and end with the receipt of goods. Instead, it’s traceable back to buyer shopping experience. This is also true of the processes and technology necessary for order fulfillment.

A lot can go wrong at different stages of these processes, in particular with order placement and delivery. Online checkout pages should be shorter and should enable easy filling. If brands can’t fulfill these expectations with the resources at hand, outsource the function.

Third party logistics firms have the capacity to handle your customers’ delivery needs.

With the increase in the popularity of online stores, buyer expectations expand. This is why delivery of products is a challenge for ecommerce stores and finding a flexible delivery option becomes necessary.

Your customers brand experiences will fall into three categories:

  • Below expectations
  • Equal to expectations
  • Beyond expectations
Brands that want to grow to meet industry standards will aim to exceed their buyers’ expectations of their buyers and delight them.

You can’t afford to make even one mistake in your product delivery, because your image and reputation are at stake. These go a long way to influence customer retention rates. Consistent customer communication, so customers are informed every step of the way in their order fulfillment, is crucial.

Now that you know the ins and outs of product delivery, click here to see what Catsy can do for you.

Why Every Company Should Plan to Scale Product Content

This post is meant for brands who wish to take their content creation to the next level and meet the ever-increasing demands of their customers. Whether your business is a business to consumer (B2C) or business to business (B2B), your content needs will always be on the rise. With this increasing need comes the demand for high-quality content that can meet different customer needs and remain relevant.

When we talk about product content, it encompasses different forms ranging from video, text, infographics and basically any form of communication which spreads your brand promise across to target markets. It is necessary to maintain a leading online presence because it is the medium through which audience engagement is made possible.

You need to have systems in place to scale product content so that you do not get left behind. When you scale your content marketing efforts, it leads to more defined processes. Systems should in place for rewriting product descriptions and to ensure that it aligns with your business goals and buyer needs.

Scaling will not be possible without the use of data as it goes a long way to build out the customer experiences. You need to be able to find data and leverage them in a way that useful and relevant information is gotten from them. Through product content, firms can achieve efficient resource allocation, greater relevance and produce content appropriate for different occasions, seasons and purchase consideration.

How Can You Scale Product Content?

We all know that producing quality content is highly important if we are to succeed in today’s marketplace. To do this effectively, scale product content to the maximum. I will give a brief illustration for better understanding; you will agree with me that product descriptions are usually written for a particular product or product group in mind. When new changes are made in features or images, existing product description may have to be abandoned because they do not fit into what is currently obtainable.

Scaling comes in to solve this problem and so much more. It is all about producing the right content at the right time for the right audience and delivering it with the right technology. Thus, scaling will ensure that different content are produced to fit with different personalities and exist in different forms for different uses.

The content used should differ for different seasons and occasions. The same content produced for a particular occasion should not be used for a different one, for example. Product content scaling is all about improving the product content over time i.e. getting the most out of the content (however limited they are) that you can afford to produce.

Scaling your content turns it into a growth strategy that can increase profitability. In order to succeed in your product content, there is a need for accurate data to be supplied.

Benefits of scaling product content

Product content contributes a lot to the overall experience of customers. Thus, proper management is important. When you scale your product content, it makes the message more memorable. This will drive more traffic to your site, helping you win more sales. Google is a lover of original and relevant content that is SEO friendly, and scaling helps you keep your ratings and ranking high.

Content can generate more leads than the traditional outbound marketing. Scaling your product content makes it possible to reach markets not thought of before. Your content is a reflection of your brand voice and promise and this is what people see as your brand.

Scaling your product content saves time. This is because the internal resources of the firm can be effectively and efficiently allocated to achieve greater returns. Through scaling, a firm can achieve greater relevance because content can be designed specifically for major events, holidays and seasons. Through segmentation of content, the customers are serviced with a touch of personalization and it becomes more relevant to them because it addresses their exact needs and challenges.

Scaling product content provides answers to important questions that are necessary for an effective content marketing strategy, which includes the who (those in charge of the content creation and their individual responsibilities), what (the kind of content that can fit with the needs of your target audience and the goals that are to be achieved with each content), when (publishing frequency and timing of content in a way that the message is regularly communicated), where (storage of the content for easy retrieval and access) and the how (the content distribution channels to be used that can best resonate with the customers). All these are important considerations for brands who wish to take leadership in whatever industry they find themselves in.

It minimizes waste since content can be reused and repurpose instead of total abandonment. Thus, different buyer personas are satisfied with more value created. All these reduce the time that would have been spent in creating content from scratch.

Tips for scaling product content

Effective product content scaling involves content production that engages your audience and does not compromise quality or reduce your Return on Investment (ROI). How then do you increase your content production without reducing the value and quality of each one?

Keeping content consistent and relevant across different platforms and geographies in a bid to satisfy the needs of customers can be quite tough. Well, this post is going to offer you tips on how to properly conduct your scaling efforts in a way that achieves greater relevance.

The first step to scaling your product content is developing a strategy for your product content marketing that can yield results. The truth is that you can never go wrong with a strategy in place. Your scaling efforts begins when there is a strategy mapped out for your content production and marketing. You need to have a sit-out with your content development team and map out tactics and winning strategies that are feasible. Always refer to company’s existing marketing plan and try to anticipate clients’ needs and desires.

Create an editorial timetable and distribute work the smart way for the production of quality product content. It also helps to save time and reduce frustration when publication dates are mapped out in advance and aligned with seasonal demands. Further tips include the following listed below;

Outline objectives to be achieved for the specific campaign

I cannot stress this enough; you need to be clear about your specific objectives before you begin any content production. What is the end goal you intend to achieve with increasing your content production? The proper setting of your content production objectives will help organizations have a purpose that drives their activities.

Through the objectives formed, a style guide should be created for each content type to be produced. Your style guide helps one avoid inconsistencies among articles, encompassing brand guidelines, heading styles, amount of images, among others. Your content should align with seasonal demand, product launches and any other important consideration that may demand some alteration to product content.

Have the right team in place

You cannot talk about scaling if you do not have a team that is capable of producing quality content and making good strategic content decisions. Unfortunately, only a few organizations have content marketing teams. Scaling involves visionary people who can see into the future and map out winning strategies.

Content creation is not an individual effort but a team sport. Creating good content is not easy. This is why it is important to hire talented and creative writers that can produce quality content that require little or no editing. Not only talent and creativity, you need people that are committed to your clients and your promise to satisfy their needs.

If there is an urgent need to scale your product content, you can consider hiring more hands to grow your team. Creatively expand your team to meet the needs of your growing customers.

The end goal is to have content that is relevant, communicates your goals and objectives clearly, meets the needs of your target market and incorporates the values of your brand.

There should be an organized workflow for the content production team to ensure excess flexibility is limited. Workflows should be consistent and supported by the right technology for proper execution.

Not only is finding the right team important, you need to use time-saving tools and systems when it comes to your content scaling. Automation is important to save time and cost. Scaling becomes easier when content is repurposed to conform to the needs of a certain group or platform.

Content development

The demand for content production is higher and it is important that the supply is sufficient to meet this increasing demand. The major question is how to sufficiently supply this demand in a way that it is of high quality and can meet the different needs of customers.

Always go for quality over quantity. Resist the temptation to produce barely manageable content in bulk just because you want to scale your content. Always have it at the back of your mind that readers do not return to pages with average content but those with great and exceptional content. Referring to the 80/20 power rule, 20% of your content can drive 80% of the volume of traffic.

You can republish, repackage, repurpose or syndicate existing content. Republishing content helps your product information and replacing any stale information that exists within. Repackaging content gathers relevant information on a particular topic and repackaged to form an entirely new content that can attract a different audience. Repurposing content involves redirecting the same content to suit a different purpose or fit into a different channel. You can partner with other media outlets through syndication to republish your content continually on a fixed schedule.

It is important to diversify content types while bearing in mind the specific type of content your audience would love. “Understand your customers!” is one commandment you must obey. In developing your content, ensure that it is segmented to your customers according to the level in the customer’s journey. You cannot release content that informs and creates awareness about your brand to a prospect that knows your brand and is waiting for information about the benefits you can over above your competitors.

It is necessary that your content is grouped into the different stages of a customer’s purchase journey (from awareness to purchase action and then to customer loyalty and advocacy) and value is given at each stage. Understand your customer’s purchase journey and how your content fits into it.

Your original content can be updated and revived in place of total abandonment. Beef up thin product description with compelling and engaging content to increase its value. Affiliates should be provided with content that can be editable.

Determine platforms for distribution and promotion of content

No matter how wonderful your product content is, it is useless if it does not get to the customers that need it at the right time. Without a good distribution plan, all your content development effort may be in vain because no one will know it exists. Strategic content distribution is required for content to be successful.

According to Curata.com, a whopping 75% of marketers increased the amount they spend on content marketing in 2016. I couldn’t agree more with Jayson DeMers who said, “The real value of content marketing is in distribution channels”. Now, you know that the creation of amazing content is not the end of your content efforts, rather, its the distribution of content effectively to people who will love it and are willing to share.

Content distribution helps to disseminate your brand message to your target audience. Your distribution goal should be in line with the overall objective of your firm. There is no perfect platform that is a match for all firms. Your set objective will dictate the content that will be shared and the number of times it will be shared.

Your audience also matters and their media preferences should be considered here in order to maximize your online presence where it matters most. You can use paid media, owned media, earned media or a combination of these categories.

Owned media includes your website, mobile sites, blog, social media accounts and pages and so on. Paid media is used when a brand pays in order to leverage a particular channel. With earned media, the customers become the channel by spreading the buzz about the brand and this occurs as a result of the efforts of paid and owned media.

Summarily, evaluate your distribution options (owned, paid and earned media) and select the one that can offer you the highest returns looking at your buyer characteristics; develop your distribution strategy and document decisions taken so that everyone involved can have access to it, and promote your content by optimizing it.

Analysis and comparison of content to company-wide goals

There is need to make adjustments along the way no matter the best plans and strategies you have mapped out. The only thing constant is change itself. Your site’s analytics can be tracked to know the type of content that resonates most in the minds of your customers.

Constant evaluations should be conducted to evaluate strategies that are generating positive results and those that are not. Through evaluation of scaling efforts, the effectiveness or ineffectiveness of content can be determined and corrections can be quickly made.

Pitfalls/ mistakes to avoid when scaling your product content

There are traps you need to avoid in scaling your product content. At the top of your mind should be the knowledge that quality should never be forgotten. Your scaling efforts should have superior quality content production in mind. Get rid of the mentality that equates content scaling with the endless production of content without having quality in mind.

It can be quite possible to displace quality when the costs start to get out of hand. Before you do that, be aware of the potential dangers that are sure to follow. It is better to maintain quality within your limited budget and reap the rewards.

This means that product content should be free of grammatical errors, typographical errors among others. According to Hubspot, 59% of potential customers shy away from companies that have poor grammar on their websites. When your content is not great, it can affect your brand visibility negatively. Remember, more traffic does not automatically mean more leads or better conversions.

Brand consistency is important if you are to have a place in the minds of customers. Producing more content across more platforms may put content consistency in jeopardy. To avoid the risk of communicating brand inconsistency, style guides can be used in which content teams can reference from the information contained within the guide. This will ensure that basic elements and information pretty much remains the same no matter the platform or channel used.

Conclusion

It can be quite easy to conclude that the more content, the better. While this may be true in some cases, it is not always so especially when the high number of content becomes a liability instead of the asset it was meant to be. This is why the quality of your product content should not be compromised for anything.

Decisions will be made on how much content to create, your target market, where to promote your content and how to distribute it to the relevant customers. Settle on what is realistic considering the resources you have at hand. You should decide whether or not you want to outsource your processes. Go with the flow and do not be afraid to experiment until you find out what works best for your organization. Be able to adapt to changes, especially unexpected ones that come.

Content cannot be seen if people do not know it exists. You can only increase traffic, increase leads and conversions through the use of both promotional and distribution tools that are within your advertising budget. The best approach is a combination of paid, earned and owned media for an omnichannel experience.

Scaling product content requires dedication of a lot of resources and it is especially cost intensive. The more time and resources invested in it, the higher the possibility of success. Thus, you need to make use of the judicious use of the resources you currently have and fit it properly into your content strategy.

Focus on the things that already work and produce content around those areas. Don’t get too greedy and pursue numerous channels at once. You can scale your product content by concentrating on a few channels and increase them across the line.

The positive effect of scaling if done properly is massive. It can go a long way to increase the reach and impact of your content since it is available in the right form, at the right time and to the right people. Well, because customers love to share and they can help spread the word. Technology has made it possible to reach millions of people in seconds. If it is great and not just good enough, people will always share and provide great reviews.

Now that you know why you should be planning to scale your product content, click here to see what Catsy can do for you.

5 Benefits of Searchable Product Data

Product content fits the hype about it; it is the product that your customers are seeing. If you want to grow your e-business, you must be able to produce great searchable product data that can communicate your brand promise to your target market. If no one is able to consume the content, it defeats the purpose of its production in the first place. Quality content without consumption is a futile effort.

Your target audience should have the ability to find your product content in order to enjoy the benefits that you are offering to them. It goes far beyond your target audience to attracting shoppers to take a peek at your site, even when they never planned to do so. Your product content is the foundation of successful omnichannel experience because it becomes easier for content to be shared across multiple channels.

Search Engine Optimization (SEO) is the language firms are using to get seen. You will need to embrace its principles if you want to get seen in terms of keyword and content structure, development of links, web design, and on-page elements and so on. You will quite agree with me that everything we do on the web involves a process of searching for information. This is why it is highly important that you make your content easily searchable. This will help give your brand more visibility and generate greater leads for your firm.

Tips to make your product content searchable

Before we go further into the benefits of making your product content searchable, we will explore some helpful pointers that we can use in making our product content one that can be easily found by customers.

Search Engine Optimization (SEO) is an important tool that can help make a site more visible by moving it to the top of a search engine’s list of result. Of course, this optimization can be internally done which is where the quality of your content comes into play. Your content should be great enough to be able to attract people to your site and make them share with their friends.

Don’t stop at just Search Engine Optimization (SEO) but generate micro-content, which are small understandable chunks of information based on details that are specific to your product offering. This is important because the go-to search engine for most consumers is Google and micro contents are preferred.

Descriptive HTML tags and attributes should be added to your product content. To be able to accurately do this, there is need to infuse key phrases that your target audience will likely use in their search relating to your offering. This will not be possible without adequate knowledge of your target audience. You must know the personas of your customers; how they talk, what they do, what preferences they have, among so many others. The creation of buyer personas (which can be gotten from your data bank) which represents your ideal customers will go a long way in helping you craft content that will be attractive to your intended readers. Well, it resonates more in their minds because you simply know how they tick!

Utilize the potentials social marketing offers for your brand visibility and audience expansion. According to a study by Google back in 2010, social media was the second biggest discovery platform with search engines ranking first. It provides a medium to reach out to new customer segments and makes a brand more recognizable.

Descriptive metadata can be provided for each page of the content, which is then placed inside an HTML header tag. The contents of the header tag can allow bots to be able to determine to a large extent if your page is relevant to the inquiries of customers.

Trending keywords can go a long way to increase the search ranking of your product. Keyword search optimization can help firms drive traffic from search engines to your site. Your content becomes more effective because you are writing bearing in mind the specific customer segment you are targeting, thereby providing solutions to the problems they face.

Include social share buttons in your content. It will go a long way to enable your customers easily share your content especially the ones that resonate with them to the friends and followers through their social media accounts. This can garner a lot of views in the fastest possible time.

The don’ts to take note to achieve product content visibility

It can be so easy to get frustrated when customers cannot make use of your product content because of its lack of visibility. In that frustration, be careful and follow these don’ts so that you do not compromise on your brand promise and image.

Do not deceive your customers with inaccurate keywords that are not reflective of the content for the sole purpose of gaining more traffic and increasing the chances of your content being seen. Another common mistake is keyword stuffing, where your target keyword is injected into every sentence of your content. Doing this will do more harm than good.

There is a need for you to provide your target market with information that will add value to their lives and is relevant to providing solutions to the problems that they face. This will make them hungry for more of your content. Of course, this will not possible if you do not properly understand your customers and the reason for their search. This is why your content should be customer-focused; nothing else matters!

Quality and relevant external links can be included. Particular care should be taken to link only those that are well-ranked and with a good reputation. Your site should be one that is easy to navigate, especially one that is mobile-friendly so that you can get accessed by mobile devices from any channel or platform.

What language are you using in the drafting of your content? This is an important question you need to answer. Your content should be written with a defined set of people in mind and this dictates the language that will be used.

Saves time finding images

One benefit searchable product content offers is that it saves time finding images. This is because your images are appropriately titled with rich descriptions and captions that capture everything you want to say and how it relates to your offering. Your product image is an important product content because it gives customers a pictorial image of your product or service and shows them its features, in a way that they can easily picture it in their minds.

There is need to optimize your images in order to create better customer experiences that will get you results. Images that are properly named and labeled will be much easier to find. Those which are unlabelled end up being neglected because they remain incomprehensible to users. Pictures that are overly large will not be easily found and can delay load speed. It is important that images are posted in their right proportion and specification in order to optimize them and this can be achieved by scaling them. Scaled images should be used with the smallest size available.

Remember, a picture is worth a thousand words! It can help readers understand and make it more enticing. Elements like headings, bold letterings, captions and so on should be infused into image content to make it more memorable.

If it has not dawned on you yet, it should! Image search is much more significant than you can imagine. According to data from Jumpshot and Moz, searches in Google Images are made ten times more often than the ones on Bing or Yahoo; representing more than forty times the number of searches done via Facebook. Having seen its importance, images used should be of high quality with careful attention paid to its creative ability to engage the audience.

Saves time sharing

This is another benefit of making product content searchable. When pages are made with the users in the mind and not search engines, it definitely reduces the time spent in sharing because customers on their own can easily find it. To enable this, content should be broken down into sections and copies that can be easily scanned.

Websites love shareable content, especially in this knowledge-driven era. The inclusion of social share buttons and call to action in product content creation makes it easier to send across to different people. It is important to ensure that modes of interaction and social buttons should be properly functioning. Relevant phrases can be placed in the body of the content which can be easily shared across platforms on the spot.

It even becomes better when the content is backed up with engaging and compelling visuals, which increases shares by a significant percentage and increases brand awareness. You need to give customers something worthy to share. Content should not strictly be bland and lengthy product descriptions but should be able to engage customers enough to attract further interest.

The world we are in is one where interaction is made possible by its very nature. Most times, shares take place on social media platforms which increases the possibility of conversion. When product content is searchable, sharing becomes easier and generation of organic traffic is higher.

It is necessary to point out that if the content does not solve an identified problem, make emotional connections or inform customers about a particular topic, it will not get shared, even if it is easily searchable. This is why your content must be so appealing and memorable that it can become viral.

Improves reputation of a firm

The principal goal of your content is to inform, engage and bring value to your customers. Product content creates an impression of a brand in the minds of your customers which forms their attitude. More importantly, the ability to easily find and understand your brand content helps customers have a better overall user experience, thus improving the reputation of your firm.

People trust the first listings on major and popular search engines (Google for instance) and when your product content is easily searchable, it accords a certain level of trust in your brand and what you stand for. You become the brand competitors will want to beat because of the credibility your firm stands to gain.

You can also leverage the reputation of influencers that are important in the industry you are operating in for your content to be visible. This will grant you access to prospects you may never have considered and increase your exposure.

Making your content searchable makes the delivery of superior customer experience possible. In today’s world, knowledge is power and the visibility of your content is one that creates room for knowledge to be shared.

Distribute your content regularly across different platforms to plant your brand message firmly in the minds of your customers. Do not restrict your content to your own site but publish to as many sources as possible that are relevant to your target market. The more visible you become, the more people see your brand as an authority and the more familiar they become with your brand. With familiarity comes increased interaction with your users, which deepens the relationship with them. Communication becomes a two-way journey where complaints and requests can be responded to, thus encouraging reviews (especially the positive ones!).

Saves time finding product specifications

Product specification provides information to customers that can illuminate the product from others through its characteristics. Information like manufacturing date, design specifications, product images, usage guides, price, colors, technical characteristics, price and much vital information that can aid a customer in his purchase decision.

When you make your content one that is easily searchable, it will save considerable time for customers because they will have access to timely information when they need it. This is because site usability is increased for users since the links added to your page as well as the architecture of your page will make your product description pages easier to navigate.

When your content is highly searchable, product specifications are arranged in a structured way to make it easy for specific information to be gotten, even through scanning. Major attributes and descriptions of the product are accurately depicted, which saves time.

Product specification has lost its value if it is not thorough and informative, with every detail that can adequately describe your product. Customers need accurate descriptions and exact specification to have a complete picture of what is being sold to them. Headlines and bullet points can go a long way to increase the visibility of your product specification.

The use of targeted keywords in product specifications can go a long way to sift you out of the sea of competing brands. If you want to save time finding product descriptions as an e-commerce business, be sure to include specific keywords that your customers will be looking for in their search for information.

Do not fall into the trap of overstuffing keywords; they should be used in moderation and in different variations. Strive to be original and speak the language that communicates a message in a way that people can connect to the brand.

It generates more leads

There is no person that has ever made a purchase decision without engaging in gathering information about the product or service in question. It could be structured or unstructured especially for online purchases. When product content is one that has visibility, it can generate leads for your business.

When your content is highly visible, it gets ranked on the top of search engine results and this will lead to more clicks to your site. According to Rankexecutives.com, 60% of clicks go to the first click. This means brands that are not at the top are left to battle with the remaining 40%. Similarly, Lyfemarketing.com discovered that 37% of search engine clicks are usually on the first organic listing they come across. Securing your site will allow you access to numerous visitors who are sure to click on your site.

Traffic to your site is increased through relevant keywords and title tags that are attached to your product content. Through this increased leads, customer data can be generated. This data is very valuable for strategic business decisions that birth winning strategies. Through keyword data and customer information gathered on-site visits, more insight can be gotten into the needs and preferences of customers. Furthermore, more winning keywords with low competition can be used to drive more traffic.

The best way to maximize your business efforts is to make your content one that can be easily found. The cake in the oven is not the one that gets bought but the one displayed in the show glass. In the same vein, it is important to ensure that your content can be easily seen so that it can be consumed by customers. This will create value for customers and generate a lead for your business.

Conclusion

Content marketing does not end in simply gaining the trust of customers; more work has to be done in making your content so effective that it produces inquiries and sales constantly.

In the words of Brian Clark, “one of the most repeated rules of compelling copy is to stress benefits, not features”. While features are mere description and specification of the physical product, benefits communicate the message properly about what you can do to make life easier for your customers and solve their need. It is safe to say that features and specification alone will not work because you need to tap into the emotions of your customers.

The need for quality content cannot that can increase the visibility of your brand cannot be overemphasized. This is because it creates a bond, stronger than the mere act of buying and selling. This line of thought was paraphrased from a quote by Jeff Bullas, “quality content enables you to create a bond with your audience beyond the simplistic purpose of buying and selling”. He could not have said it better. Search engines can do their work when you deliver quality content that is appealing to your customers.

When the information you provide is accurate and important to customers, you give them information that will help them become customers. This will help to increase the trust they have in you and thus, generate quality leads for you. Hence, efforts need to be intensified to ensure that an audience goes beyond scanning and skimming your site to hitting the buy button.

The benefits of making product content searchable outweigh the cost. Cost is reduced per acquisition because clicks from search engines are not paid for when you are ranking high on search engines. There are much more benefits that are sure to be enjoyed when you make your product content searchable than the ones contained in this post. After all, higher visibility equals higher sales, increased customer engagement and improved brand image. For me, that is a win-win!

Identify Keywords to Sell Your Products

The online store is the song on every shopper’s playlist. And yes, this translates to increased competition when customers search for products. Every customer search returns thousands of pages of results. You can’t afford to be anywhere but at the top of that first page. If you want to be successful in ecommerce, you must identify keywords to sell them.

With the right knowledge and skills, brands can take advantage of the opportunities that keywords present. The concept of a keyword is pretty easy to understand. And you can make them work for your brand to put your site where your customers will see it.  Keywords are in everything shoppers do online. People use keywords to search for general information and specific solutions to the problems they face.

Keywords fall under the umbrella of Search Engine Optimization (SEO). Good SEO is critical to the success of your business and attaining your goals. You may have heard of SEO but how to use it to boost your ranking isn’t easy. Well, you have come to the right place as we explore this in this post with a focus on keywords.

While it’s amazing to be on the first page, even businesses in that leading position have to work to maintain position. This is why the higher you are at the top of search results, the greater the traffic you enjoy.

It is not enough to identify keywords. It’s also necessary to identify the right keywords to drive customers to your site. Otherwise, you are just wasting resources. Thus, finding the right keywords for your site is highly important.

What Are Keywords Anyway?

A search on Google will reveal definitions of keywords being part of the metadata of a web page which search engines match to the appropriate search query. If that is a little bit complex, I’ll break it down for you.

We all know that consumers go-to for product information are search engines like Google, Ask, Bing, among others. Every one ha typed in words in the search for information about literally anything. Think of keywords as those phrases and sentences that are peculiar to a particular brand that a customer searches for. The higher the ranking of a particular keyword, the higher people are searching for it. They are the words or phrases that show the contents of a page to customers.

A lot of products can get lost in a sea of so many alternatives and optimizing your keyword will help improve visibility for your brand. Hence, care should be taken to ensure that this is done from the title of your page right down to description of your product attributes. Keywords can also be used in Meta descriptions and image tags.

Keywords are identifiers that can be used in locating information in which specific words are contained in. It can also be seen as terms that are used in the consumers’ search for answers and products to provide solutions to the problems they face. This is why it goes a long way in communicating your offer and what you stand for.

Keywords Are Crucial

Before we delve into understanding how to identify the keywords that can sell our products, it is necessary to explore the importance keywords play in the sales of our products because they do matter.

Keywords afford a business the tantalizing opportunity to increase its accessibility. This is because it helps customers to easily locate your product out of a whole lot of options. The increased brand visibility a firm enjoys will further lead to increased site traffic, which in turn leads to higher online sales.

Think of keywords as the crumbs that show you the path to take because they give an insight into what is contained on a given page. Through your keywords, the purpose of your site is communicated to the customers and search engines.

The right keywords will go a long way to help produce great product content that is understandable and will easily convert. The identification of the keyword suitable for your target audience will deepen the connections that customers have with your brand since this custom content will address their specific needs.

How to Identify Keywords and Sell Your Products

First things first. There is need to take advantage of opportunities that can help you identify new keywords that will be relevant to your business. Now, you have probably understood just how important keywords can be, it is time to effect changes.

Research, Research, Research

Research covers your customers and your business. You have to do this critical research properly to obtain the best results. No matter the niche you specialize in, you have to do adequate keyword research to identify opportunities to drive traffic to your site and attract sales.

Conduct research into your business to understand how your industry works and its competitive practices. All these will help you define your target market and the way your business can best satisfy your customers’ needs.

There is nothing like “too much research” when it comes to understanding your customers and knowing what makes them tick. You must always carry out research if you want to grow as a firm. The proper research of customers will expose you to the search terms that are often used by them. This will go a long way in structuring yours so that your products and site can be easily found by your target customers.

Your customers can be observed to ensure the keywords you use have the capacity to attract them to your site. Buyer personas can be created to enable brands get more information about who they sell to and personalize the customer experience across all touch points. Think like a customer and put yourself in their shoes and ask yourself what they will search for if your tailored content comes to mind.

You need to ask yourself if the keyword is relevant and if it connects to your site. Your customers can supply you with information pertaining to keyword ideas. What comes to their mind when they are talking about your brand? Are there specific words they use? All these and many more are questions that in-depth research will uncover answers to.

Asides the regular customer survey and interview,  reviews about your products, the emails and correspondences that are sent, comments and posts on the social media platforms of the firm, customer service calls, complaints and so many other ways, can expose keyword ideas to an online business.

All these should be paid attention to accumulate a bucket of keywords that can be profitable to a business.

The Search Engine Suggestion Feature

A way to expand your keyword bank is the use of suggestions by top search engines like Google. Chances are that you have seen these suggestions and never took note of them, but it is right there at the bottom of your search result page and in suggestions from the search box. It is often ignored but can be utilized to increase the quality of your keyword.

Whenever you key in some phrases in the search box on Google, Google could give suggestions through a list that is shown even while typing. It is a particular feature that tries to predict your next words and save you some time, with a lot of alternative choices. Sometimes, you need to pay close attention to these lists Google makes. Because they can help you to find more relevant keywords.

Google gets suggestions by collecting searches users make around the world. They also look at advertisements in their network and sites in their index to produce varieties of results. Of course, it is not every keyword that may be useful to your business, hence there must be screening and careful selection of relevant ones.

For all these suggestions by Google, search volumes are associated with them. They must be compared to each other to select the best that matches your need and can perform the function you want it to.

Online Keyword Tools

There are tools that can be found online which will go a long way to help you monitor your keyword searches and make changes if defective. Some of these tools can go a long way to generate relevant keywords across any subject or topic, across interfaces that are quite easy to access and navigate.

There are many online keyword tools available to achieve this purpose. However, in the course of this post, we make particular reference to the Google Keyword Planner Tool. The tool can provide information and statistics on searches for a particular keyword. Also, you can discover more about the competitors using them and related search terms.

Options include the ability to search for trending new keywords related to your products, services, and industry in general. Also included is the ability to create keyword combinations and projections with regard to keyword performance and search volume.

On information on searches being made, it can help you search for new words and phrases, suggesting new keyword ideas for your optimization needs. It also helps a business to know the competition level for specific keyword choices. Some keywords have low competition levels while some are high especially when the number of people bidding for it is on the high side. These keywords with high competition attract increased cost because their use will be expensive if you are looking to get ahead (and remain tops) in search result pages.

This is a particularly useful tool as it compiles keywords different people enter with Google. It gives one an opportunity to compare keyword trends, thus helping plan your marketing strategy.

The Google Keyword Planner tool can help businesses target people near you. It also offers customization features to achieve this with a minimal marketing budget.

Fit Keywords into the Bigger Puzzle

It is not enough to obtain keywords from all these sources. You also have to figure out how they relate to each other. Keep expanding and adjusting the keywords till you find what you are looking for. Get rid of keywords not related to the products you are selling or your business.

Furthermore, look out for keywords that are highly competitive and remove them. You do not want to lose visibility because a lot of firms are competing for it. Select keywords that have low competition but high search volume, to optimize them and generate revenue for your business.

There are criteria you can use to select keywords that will sell your products. Some of them include search volume, the way the keyword fits in with your product, the commercial purpose the keyword should achieve and the level of competition.

Looking at the search volume, we consider how often customers search a given keyword. It reveals the number of searches for a particular keyword over a specific period of time. “What is the point of having a keyword if no one will type it on search engines?” I dare ask! It is important to note that some keywords have seasonal variations in terms of search volume. There needs to be a balance between common keywords and keywords most popular during holidays, and if these are different.

The way the keyword fits with the product is another consideration to make when it comes to choice of winning keywords that can drive sales. Your search rankings will be higher when the keywords you use are a fit with your offerings and relevant to the products you are selling.

Commercial intent is another criterion that comes to mind here. Imagine a scenario where all searchers that come to your site have no intention to make purchases; I bet it will be disastrous and will reduce your profits. Your keywords should be searched against its commercial intent so that keywords that will make customers want to buy are used.

Level of competition is another criterion to consider when making keyword choice. Some keywords are just so competitive with a one-in-a-million chance of breaking through in ranking high. It shows how difficult it may be to rank high with the use of specific keywords. Let us face facts; we all know that few persons search past the first ten pages of Google, for example.

Integrating Keywords into Your Website

At this stage, you must have made a decision on the keywords to be used. How are you going to integrate them into your web content? While your content marketer will decide on placement, it is important to put keywords into webpage titles, headers, paragraphs, image tags, and meta-descriptions. These locations are strategic and can be enough to pass the message across.

Title tags are often part of the areas in your site that the search engine bots scan through to present their links on the result pages. Use your most important keywords in your title tags. Your metadata description tags are another important place where your keywords can shine. You have a limited window here because there are character limits for the description. Usually, search engines pay attention to the first 150 characters, so make them count.

You need to integrate them into the website in general. Your headers, sub-headers, body paragraphs, and image alt tags are a good place to infuse relevant keywords to your content so that your message can be passed across to people, even though they are scanning. The content of your page is very important because this is what can draw and sustain people to your website.

The aim is to ensure your keywords fully integrate into the content you produce. But you also need to strike a perfect frequency of use balance, not too much, not too little. Ultimately, your content is for your customers, not search engines. Grading content keeps it fresh, letting you identify what works and what doesn’t.

Put It Together and Sell

We cannot talk about online shopping without keywords popping up; it is very important in information search which customers do on a daily basis. Asides from identifying what people are searching for, keywords act as a bridge between your content and your audience.

The integration of keywords is important to the success of your online business and it is important for online business owners to know how to properly optimize them. Without it, how then can search engines show your website to the right people searching for what you can offer?

It is much more than gathering up some phrases into content. Instead, it requires research to ensure the quality of the traffic generated is on the high side. The end goal of every business is to create relevant keywords that will help their store in its ranking on search pages and increase its visibility. The best keywords are those with high search volume and low competition so that it becomes easy to achieve your keyword goals and get effective results.

There is need to know your customers intimately to know the language they use in their search for products and services and in their conversations with each other. This is a weapon most firms fail to make proper use of. Having carried out adequate research, apply the knowledge you’ve acquired effectively.

It is important for the keywords you select to be related to the product benefits you have to offer. This will lead to the production of relevant content that will be engaging to the audience, leading to increased conversions. Even more, create hyper-focused industry specific content to target particular business verticals.

As easy as it may sound, it requires much work because they must be regularly updated for the improvement of your product ranking. The needs and preferences of customers are always changing so it is necessary to change your keywords with the current trends.

While identifying relevant keywords is important, don’t repeat the same ones on multiple pages as this won’t lead to increased search result ranking. Instead it’ll lead to keyword stuffing, which may do more harm than good.

There is no denying that keywords that sell optimization is highly demanding and will require a lot of resources. But the payoff at the end of the day is definitely going to be worth it. Higher page ranking, increased traffic, increased market share, and increased conversion rates await you. And that is a win for businesses ready to lead their respective industries!

Now that you know how central using keywords is to success in ecommerce, click here to see what Catsy can do for you.