PXM: The bridge from eCommerce content to revenue

PXM – Growing sales in the digital world

A product page is the single most important factor for a customer doing research or shopping for products online.

Traditionally, the online product page was designed to hold all of the basic information about a product. Including, specs, descriptions, images, and price.

Today, to win the digital shelf brands are publishing more robust and creative content to win.

The brands that craft more and more compelling product pages are the brands that will win.

Publishing Product Content to Win:

Let’s assume a brand has taken the first step in winning online by creating more compelling product content.

They will quickly run into syndicating this content to all of their sales channels. This is enough to drive anyone crazy. You created this content and it isn’t getting published like you envisioned!

The solution to this is challenge is PXM.

What is PXM?

PXM is the solution. What exactly is PXM and how does it help you craft and publish product pages?

PXM is a platform that stores all of your product content in one location and pushes the content out to your sales channels.

PXM allows you to manage, optimize, and publish product data & images effectively on all of your sales channels. The sales channels PXM updates is most often your distributors and retailers. However, companies are also using PXM to share data with their reps or feed their website.

At the highest level, PXM is the bridge that allows you to transport product content from inside your organization to your ecosystem.

The brands that realize not only having great content but the bridge to get it out are the brands that are winning.

The components of PXM

There are three main components to PXM:

Centralizing the content

Optimizing the content for each channel

Syndicating the content to each channel

Centralize:

Centralization is the foundation of PXM. It allows you to store all of your product content in one single platform.

Centralization is the PIM portion of PXM. 

For the manufacturers who are living in spreadsheets the idea of centralizing product content in one platform is a fundamental change. Brands today have product content scattered in many excel files, folders, and whatever else they can find.

SImply, Centralization can provide immense value for them.

Rather than bouncing around in different files and folders to look at a single product’s information. Your team will now have one page to view all data & content related to a product.

Having one place to access all content related to a product is incredibly valuable. First, it saves your teams massive amounts of time when they need to find or edit product content. Secondly, it ensures accuracy because there is only one location where your product

Optimize:

Optimizing your content for a channel is vital to winning the digital shelf.

Each retailer and distributor has different requirements for the content you send them.

 Optimizing content for each channel when done manually is a very time consuming process.

PXM gives your team the tools they need to efficiently tailor the product content for each retailer.

This means helping optimize descriptions, resizing images, selecting retailer specific product lists, populating retailer specific item numbers, and more.

In addition to more quickly optimizing your content for each retailer. A great PXM will give you insight into how you can improve your product page.

Incorporating analytics to tell your team what keywords to use or what changes to make to your product pages will pay for itself. 

Analytics is what your team needs to make sure they stay at the top of the search results. It helps boost not only product page views but the conversion rate for all visitors.

PXM simplifies the optimization process for your team. With the time that saved your team can put a bigger emphasis on creating high quality content to even further improve the quality of your product pages.

Syndicate

Syndicate is all about actually getting your products posted on each retailer site.

A great PXM will have the ability to export product data & images in every retailer or distributor’s formats.

It is crucial in today that your PXM is used for as many retailers & distributors as possible rather than only helping with a few of your sales channels.

It is so crucial to keep all channels up to date from your pxm because if you don’t you’ve only created another data silo for your team to manage.

Some retailers may be able to receive your product data via API while others will have custom excel templates that can be populated directly from your PXM.

Regardless of how your data is sent your PXM should be able to meet any requirements. This automated populating of the templates will drastically cut down the amount of time it takes to send data to each retailer.

How is PXM different from PIM?

PIM is the father to PXM. Everything that a PIM has a PXM has. However, a PIM is only used to create one source of truth for product data & images.

PIM doesn’t have the robust tools a PXM has to share the content with all of your sales channels.

The ability to share is where the value is in PXM. The value in centralizing data is greatly diminished if it is still very challenging to share it.

Who cares if internally your data is accurate and robust. It only matters if you can get it out to your customers.

PXM gives you the tools you need to not only manage data like PIM but also get that great content out to the people who really matter. Your customers

How PXM provides value

PXM gives your organization the platform they need to build a process to manage and share product content.

Without a PXM you will never be able to build a process to consistently onboard and publish products. Having that ability is absolutely crucial to your success in today’s digital world.

In 2019 and beyond if you are still managing product data with scattered excel files and image folders you will fail to keep up with your competitors and slowly fade away.

On the other hand, if you implement a PXM and leverage it to build a streamlined process to manage and share product data & images you will be able to separate yourself from the pack.

8 Ways a PIM Can Drive Revenue for a D2C Operation

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

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

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

You’re not alone.

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

Warren Buffet, CEO of Berkshire Hathaway (source)

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

This means delivering authenticity.

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

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

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

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

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

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

Howard Schultz, CEO of Starbucks (source)

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

pim-d2c-or-dtc

D2C or DTC?

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

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

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

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

What are D2C challenges?

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

D2C allows you to control every aspect of your brand message.

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

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

d2c-own-content-creation

Challenge #1: You own content creation.

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

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

How can you ensure completeness and quality?

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

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

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

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

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

Challenge #2: You manage and update content.

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

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

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

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

PIM connects products to their attributes at implementation.

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

d2c-buy-direct

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

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

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

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

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

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

A PIM driven D2C site boosts brand identity.

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

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

d2c-unique

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

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

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

Don’t replace retailers with your D2C site.

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

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

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

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

Google’s algorithm hates duplicate content.

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

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

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

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

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

team-collaboration

Challenge #5: Teams have to collaborate.

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

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

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

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

incorrect-content

Challenge #6: Content has to be correct.

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

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

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

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

PIM solves this critical problem with workflow functionality.

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

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

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

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

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

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

With PIM, updates simply can’t be missed.

Challenge #8: Which ecommerce platform are you using?

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

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

d2c-win

Bring in PIM for a D2C Win

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

What’s next?

Great content drives an excellent user experience.

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

Manufacturers need a PIM solution with three core functionalities.

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

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

Internet Trends 2019 Report: 10 Key Takeaways

Mary Meeker’s Internet Trends 2019 Report is out and here are 10 key insights into how to use her data to maximize revenue and grow market share today.

Internet Trends 2019: Key Takeaways

1. Established B2B marketing practice won’t suffer from expanding mobile use.

Mobile device usage among U.S. adults has exploded from about 20 minutes per day in 2008 to 3.6 hours per day in 2018. But, it’s critical to note this growth has occurred on top of laptop and desktop usage, not at the expense of either.

Laptop and desktop usage rates have only declined slightly, from a high of 2.6 hours per day in 2011 to 2 hours per day in 2018.

Implication: B2B customers are far less likely to make purchases with a phone than with a laptop or desktop computer. This means established B2B marketing practices are not being negatively effected by the expansion of mobile.

Nor are they likely to be in the near future, as the only other platforms with expanding usage are game consoles and other OTT devices like Apple TVs and Amazon Fire sticks (source).

How many B2B product managers do you know who sell on Xbox?

2. The re-emergence of brick and mortar is no threat to ecommerce whatsoever.

As a percentage of total retail sales in the U.S., ecommerce has gone from less than 2% in 2000 to over 15% in the first quarter of 2019. The only decline over that entire period took place in 2008.

Implication: recent articles like this and this hype the re-emergence of brick and mortar retail as part of retail’s inevitably diversified future. But they fail to acknowledge at least 2 critical points:

  1. Money is money: If you’re already selling on Amazon, do you care whether customers buy your products online or in one of their new stores? If anything, this will be good for your business.
  2. Size matters: The amount of retail stores predicted to open in the next five years is dwarfed by the downfall of a wide variety of major brands from Sears to Radioshack to CVS (source). Toys ‘R’ Us alone was operating over 800 stores less than 1 year ago (source).

3. Product integration and association will drive your sales.

  • 88% of Americans report using a second device while watching TV
  • 71% use that device to look up content related to what they’re watching on TV

Implication: if 88% of Americans are using their phones to look up information about what they’re seeing on TV, your products need to be positioned in combination to maximize reach and sales results.

Think about the enrichment of your product pages and the amount of images you offer for each. Are you showing every angle and every feature? Are you providing close up shots?

Placing products in context and highlighting their practical association with other products is critical for maximizing conversions.

4. Word of mouth is the key to expanding market share.

41% of Americans currently use a device to send messages about television content to friends and family, specifically while they’re watching TV. These individuals generate wider interest in your products by telling their friends and family members about your brand.

This finding is bolstered by the fact that a 2017 poll found that at 23%, the largest portion of individuals signing up for new online services had done so on the recommendation of another.

Implication 1: people search differently on mobile than they do on desktop/laptop computers, so optimizing your product pages to rank high for mobile search is a skill you must master.

2 points to think about:

  1. Mobile users often search by voice, using full questions.
  2. Questions address different kinds of information: do they want to buy right away or do they want to know more first?

Implication 2: in the same 2017 poll, financial incentive accounted for only 22% of new service sign-ups and only 12% even reported liking the product.

Because this poll shows word of mouth has the potential to play a bigger role in driving ecommerce decisions than cost or preference, marketing needs to focus on building customer trust and maintaining authenticity.

People want to buy products packaged as authentic experiences they can share on social media.

5. You need to be selling in India and China today.

India

  • 1.34 billion total population
  • accounts for 12% of global Internet use
  • approx. 900 million did not use the Internet in 2015 (source)

China

  • 1.39 billion total population
  • accounts for 21% of global Internet use
  • approx. 640 million did not use the Internet in 2018 (source)
And a staggering 98% of Chinese on the Internet access it with a phone.

Implication: ecommerce operations already operating in these countries are poised to take advantage of the fact that both hold massive untapped markets. And these are countries that have already made enormous commitments to drive provision of Internet service.

Indians already trust Amazon more than any other Internet brand (source), and the Indian government is working to provide Internet service to everyone in the country by 2022 (source).

Are you selling in the Indian and Chinese markets? Are your product pages optimized for them? If not, what are you waiting for?

6. Content must be tailored and dynamic to maximize conversions.

89% of North Americans regularly use the Internet and in 2019 Americans will spend an average of 266 minutes on their phones, but only 216 watching television.

Implication: if your ads and content aren’t optimized for mobile devices and tailored for your potential customers to find them in the spaces they utilize, you won’t sell to them.

For example, Alexa Skills are like apps for an Amazon Echo that can be triggered by speaking a key phrase. Nearly 100,000 Alexa Skills are currently available for download.

This new vocal channel provides an opportunity to answer specific questions directly with a product offer.

Stats to think about:

  • 1.244 bil. – number of Android phones sold in 2017 (source)
  • 2.1 mil.number of currently available Android apps (source)
  • 215.8 mil. – number of iPhones sold in 2017 (source)
  • 1.8 mil. – number of apps in Apple’s App Store (source)
  • 100 mil. – number of Alexa devices sold to date (source)

Simple math tells us the room for growth in the total number of Alexa Skills apps is massive. Getting ahead of this trend immediately virtually ensures increasing sales and larger market share.

7. Grab your competition’s market share by cornering the wearable device channel.

Between 2014 and 2018, the number of Americans wearing electronic devices embedded in clothes or accessories more than doubled, from 25 to 52 million. And it’s estimated Apple has sold 46 million watches since the 2015 launch (source), including 10.4 million just in Q4 of 2018 (source).

Implication 1: This should be obvious, but pairing your products with wearable devices in product page photographs is an easy way to speak to customers.

Your products don’t even need to relate to wearable devices, as customers will still notice the combination.

Implication 2: Wearable devices offer an incredible opportunity for collecting information that can be used to sharpen buyer personas and content offers.

Only when you know what your customers are doing, do you really know who they are, so you can speak directly to them.

Implication 3: This new channel allows for delivery of information, but not if your content isn’t tailored for the space.

When it comes to the tiny screens wearable devices include, less truly is more.

8. Massive ecommerce offer growth has made it easier to rake in ecommerce sales.

Shopee is a mobile-centric social media focused B2C and C2C ecommerce platform launched in Singapore in 2009, which sells over 180 million products across SE Asia (source).

Between 2016 and 2018, the gross value of all merchandise sold through Shopee increased roughly by a factor of 10, in spite of heavy competition from regional companies like Tokopedia and Lazada, to say nothing of Amazon.

Implication: By focusing on an innovative, winning offer, Shopee was able to dominate SE Asia.

But they’re only 1 player in only 1 regional market.

Shopee’s success can be repeated by finding a balance that takes social media, ecommerce, brick and mortar retail, average cost, buyer personas, preferred method of delivery, and design presentation into account. That balance must be struck according to the preferences and behaviors of the target market.

The main takeaway here is:

New companies are constantly figuring out ways to carve ever more nuanced, niche markets off giant platforms and develop them into tremendously profitable businesses.

Traditional economic thinking argues sales would be more likely to go down as competition goes up. However, as customer preference for niche spaces increases, so does the opportunity to find customers where they already exist online, in spaces where they want to be.

To convert customers in niche markets, you must hyper-tailor your offers to them.

9. Images convert customers, not text.

Instagram has 1 billion monthly users and more than half of them use it every day (source). Also Vishal Shah, Instagram’s head of product, says they intend to focus on driving profitability by turning the platform into an ecommerce powerhouse (source).

Implication: Shopping has always been a sensory experience, so why should ecommerce be any different? By subtracting all other sensory information, ecommerce has to be as visually pleasing an experience as possible.

Everyone selling on Amazon knows product pages should display at least 7 images, because that’s currently the maximum number of images that display on one page. But there are two easy ways to get around this limitation.

  1. Encourage your customers to upload pictures along with their reviews.
  2. If your customers click into the gallery of images, they will see ALL the pictures you upload. This means you can actually display up to 9 pictures.

P.T. Barnum said, “There’s no such thing as bad publicity,” and ecommerce demonstrates it. Every good review posted to your product pages is an endorsement. Every bad review is an opportunity to demonstrate your commitment to your customers.

Also, it really doesn’t matter how simple your products are, you should be taking advantage of all 9 picture slots. Cover all of the following:

  • 1 rich, beautiful main image
  • 2 or 3 close ups from different angles
  • 2 or 3 close ups of highlighted features
  • 1 shot of the product in use
  • 1 shot of the product in combination with other products you sell

10. Tie everything together, and do it with authenticity.

You should have noticed by now that certain themes in this post have been repeated. The fact that these takeaways compliment each other, demonstrates their efficacy, their strength in practice. It also makes incorporating them into your overall strategy easier.

Let’s recap:

Mobile won’t hurt B2B marketing, because converting is all about reaching people where they already are, and B2B customers don’t shop on mobile.

Authenticity means knowing as much as you can about your customers, so don’t insult them by barging in on their Facebook and Instagram feeds (at least until Vishal Shah’s plans come to fruition). Find them on LinkedIn and Pinterest, platforms designed for business and optimized for sales, respectively.

Use images to bring products together, because pictures give you more than the opportunity to showcase your products. They let you show your customers how well you know them. Unlike static product photos, action shots promise the authenticity of showcased reality.

Move away from airbrushed, obviously staged photos toward real pictures of real people really living their lives. Include visual cues, like wearable devices, to point people to recommend products to their friends and family. Associate your products with others to give a fuller, more realistic picture.

Sell in India and China, but without authenticity your chances of success are low. Authenticity means investing in research, asking questions, respecting local cultural practices, and absolutely not selling down to people.

Authenticity means taking the time to create tailored, dynamic content with culturally correct imagery that changes with the origin of the viewer. People from different places obviously like different things, so give them what they want to see according to where they are. Speak their language, and give them specifications in units they understand.

Finally, India and China are where shaving niche markets off giants is most readily possible, because both contain massive markets yet to dive into the online space. They also offer recently moneyed youth, the people most likely to develop and maintain lifelong niche preferences and interests which include international products.

Who wrote the Internet Trends 2019 Report?

Mary Meeker, a venture capitalist who focuses on the Internet and new technology investment, spearheaded compilation of the report. Meeker is a former partner with the noted Silicon Valley VC firm Kleiner Perkins.

Since September, 2018, she has raised $1.25 billion at Bond Capital, a new firm she started and the publisher of the highly anticipated Internet Trends 2019 report.

Why should I listen to what Mary Meeker has to say?

In 1995, Meeker was working for Morgan Stanley while they were taking Netscape public. During this time she co-authored The Internet Report, known as “the bible” of the dot com boom. At Morgan Stanley, she was also the lead manager on the Google IPO.

In 2010, Fortune magazine called her, “one of the ten smartest people in tech” (source). And Forbes included her at 77 in a list of the most powerful women in the world, in 2014 (source).

So, when it comes to tech trends, it’s safe to say Mary Meeker knows what she’s talking about.

Now that you know where ecommerce is going, click here to see how Catsy can help get you there.

How to Ramp Up Your Online Sales

Learn the tried and true methods to ramp up your online sales and maximize revenue without wasting time on quick tricks and schemes that don’t pay off.

Struggling to increase ecommerce revenue?

2019 is poised to offer 1.92 billion ecommerce shoppers, that is, if you can get them to your site. (source)

Whether you’re new to online business, or just need help ramping up online sales, this blog has the information you need to make strong choices today.

Have an Ecommerce Marketing Strategy in Place

You can’t talk about increasing online sales without drafting a strategy to guide you to the results you desire.
Your marketing strategy should:
  • Contain your value proposition
  • Cover all goals and objectives
  • Reflect a specific period of time
  • Communicate your mission statement
  • Describe your target market
  • Outline your buyer personas
  • Detail your pricing
  • Include your positioning strategy
  • Discuss distribution strategy
  • Summarize content mix
  • Cover your digital channels
  • Explain the processes you will use to execute the strategy
Your marketing strategy should communicate a clear and consistent message to your customers about your brand. (source)

Extra advice: you can step things up by educating your prospects with tools like webinars, video tutorials, and online chat. Use all of these to guide customers through every step of the buyer’s journey with your store.

Know Your Audience

You already knew that, right?

But roughly 60% to 70% of marketers in B2B businesses know true understanding of their customers escapes them. (source)

That stat alone demonstrates the importance of simple preparation, and the edge it will give you.

So, before even thinking of starting an online business, let alone increasing online sales, you have to know who you are selling to.

Can you comfortably say with absolute authority that you know your customers?

Don’t waste money on inefficient campaigns that yield little success. Know your audience to build buyer personas.

Buyer Personas Must Be Detailed

The questions you need to answer to create strong, useful buyer personas will tend to vary depending upon what you are selling and where.

Here are some examples of important questions to answer:
  • How old are your customers on average?
  • Where do they exist online?
  • Where do they look for information online?
  • What problem do they have that your product can solve?

You should know what your customers are interested in, their demographic characteristics, and the media they use to search for products and services. This will help you select the best marketing channel to communicate your message. (source)

Remember, you can’t please everyone, so keep your offer focused.

No customer is going to buy your product if it doesn’t satisfy a need or solve a problem. This is why it’s key to know which specific market appeals to your products and services.

Customer Experience with Your Brand

Customers are no longer passive when it comes to information, especially product information.

86% of customers would likely pay more for products that come with a fantastic customer experience. (source)

The availability of information via the Internet means your customers have access to myriads of products offered by sellers the world over, all vying for their attention.

If you’re only offering a product, you’re already off on the wrong foot.

There are a million online stores offering products like yours.

To customers, your brand and their experience with it are one and the same. You have to ensure your customer experience is enjoyable and personalized to their specific needs and preferences.

The customer experience will make them return to buy far more than your products will. This is brand loyalty. A solid customer experience sets you apart from your competitors and brings your brand promise to life.

Today’s customers are looking for meaningful engagement, a “wow” experience, from brands.

Customers are loyal to brands that demonstrate a commitment to them by consistently exceeding expectations. The key word here is consistency both before and after purchase.

Your marketing communications must be consistent across all marketing platforms and online sales channels.

Available digital technology is yours for the taking. Make use of it to personalize your service offerings to create a deep connection with your customers. Customers tie what they think about your brand to their loyalty.

This is why it’s important to provide a delightful brand experience across all platforms. (source)

Find the Right Marketing Channels

A mere 14% of companies currently have a true omni-channel campaign in place. (source)

You need a channel strategy that will be the best fit for your business. It should ideally focus on spaces where customers falling into your buyer personas already exist.

1. Pay-Per-Click (PPC)

You pay websites like Google and Amazon for every click an ad of yours gets.

PPC ads can be Paid Search Ads. These are usually text-only ads at the top of search engine results. Display ads are usually banners on popular sites, blogs, mobile applications, games, and shopping campaigns. Here, images of your product appear alongside search engine results.

PPC is an easy way to sidestep the time required for SEO.

2. Search Engine Optimization (SEO)

How your site ranks in search results.

When potential customers are looking to buy a product you sell, they are most likely to use a search engine, like Google, to find you. Those customers aren’t going to look through dozens of search results or even scroll to the bottom of the first page.

You have to provide your content at the top of search results to sell.

3. Content Marketing

Provide useful information to build a base of potential customers.

Also known as inbound marketing, you write blogs, create infographics, and make videos to get shoppers to your doorstep.

  • Pro: cheap, long-term approach
  • Con: requires a lot of work
This slow process builds traffic organically, but there are ways of speeding it up.

4. Influencer Marketing

An influencer is someone with a large number of social media followers.

People who pay attention to influencers online think they are credible sources of information. You increase awareness and push more sales by getting the influencer to post about your site.

This channel has become extremely popular across social media, popular blogs, and channels like YouTube.

Influencers are free, but you can also pay people to drive traffic to your site.

5. Affiliate Marketing

Increase your brand’s online sales by paying an external website to generate traffic.

The advantage is payment occurs only when affiliate traffic generates actual sales. This affords you the opportunity to generate online sales from customers you didn’t or couldn’t target.

Affiliates are like professional influencers, meaning they tend to be social media experts.

6. Social Media Marketing

Engage with your customers where they already spend time online.

Facebook, Instagram, Twitter, LinkedIn, Pinterest, and others offer different ad types to suit the your brand’s advertising strategy. They’ve also innovated features to bridge the gap between brands and target audiences.

The goal is to connect directly with potential customers.

7. Email Marketing

Send marketing content and offers directly to potential customers’ inboxes.

Because it’s interest-based, you get customer contact information when they sign up to receive a newsletter or content offer. Proper maintenance of your email marketing campaign, to ensure the emails are attention-grabbing and sent to the right people at the right time, is absolutely crucial.

Find a balance between not enough and too much, you don’t want to lose subscribers or have them flag your emails as spam.

Choose Wisely

Ultimately, the channel you choose has to support your marketing strategy and how you broadcast your message. (source)

Content Marketing to Ramp up Online Sales

60% of marketing professionals make 1 content offer per day and content marketing is up to 7.8 times more effective for driving traffic to leader sites. (source)

Think of product content as the juicy appetizer that invites customers to stay for a main dish. Not everyone knows how to create appealing content to pave the way for increased patronage.

Create custom content with conversions in mind and build a long-term content marketing strategy.

Your content is a reflection of what you truly are as a brand. By closely managing your product content, you can get the right products to the right market at the right time using the right channels.

Content encompasses every message used to market your brand, giving customers memorable experiences.
This includes:
  • Blog content
  • Web copy
  • Graphics
  • Animations
  • Videos

Everything you create must be useful, informative, credible, and engaging, telling a story that speaks to the emotional side of your market.

This can be an original story, a testimonial of how your brand has made the lives of your customers better, a description of how you solved a problem, or all of the above.

Listing the same old product descriptions and statistics is boring, be memorable instead.

With content, you can also showcase the industry authority your brand commands. This need not be limited to your products and services. Discuss the issues that are important to your customers.

You may not get results immediately, but content marketing will impact future conversions.

Good ecommerce content includes compelling descriptions of product attributes. All sense of touch, sight, or smell is eliminated in online sales. So, it’s critical to ensure your product descriptions give your customers the same feeling they would get in an actual store. (source)

Content Must-Haves

Images

Written descriptions go hand in hand with rich, colorful, high-resolution images displaying your products from every possible angle. Display products being used and in tandem with associated products you sell.

Keywords

How are potential customers finding the sites where they are buying products like yours? Make use of relevant keywords to boost your web page ranking and increase traffic.

CTAs

All content must include a relevant and useful call to action. Content should never just end, it should lead to more content.

Common CTAs include:
  • Cheat Sheets
  • Guides
  • Blog posts
  • White Papers
  • Ebooks
  • Tools
  • Links leading to specific pages on your website
Don’t ever give a potential customer an excuse to leave your site.

An Easy, Seamless Checkout Process

Abandoned shopping carts cost between 2 and 4 trillion dollars a year and it’s only going to get worse. (source)

You may have done a great job drawing customer attention to your brand. You held those customers with compelling content and have convinced them to buy. Don’t lose them now with a clunky, cumbersome payment system.

Increase your website’s loading speed and make it easier for your customers to give you their money.

It’s key you make buying from your store an effortless, painless process. If customers feel like it is easier to buy from other sites or physical stores, you need to look into your checkout process.

A seamless checkout process reduces cart abandonment and ultimately drives customers back to your site for more sales.

In the same vein, it’s crucial to reduce distractions to the bare minimum during the checkout process. Ads bombarding your customers during checkout distracts them and will cost you sales. (source)

Build Your Online Credibility

Customer perception of your business is critical, so infuse your brand communication with personality.

Content goes a long way to assure customers that your brand is credible. Display trust seals and highlight both positive and negative reviews on your website if you have them.

Positive reviews obviously speak directly to your brand quality, but why focus on negative reviews?

Negative reviews you have successfully resolved speak to your brand’s commitment to your customers. Showing potential customers that you’ve accepted returned products, processed refunds, or simply reached out to customers directly helps them build trust in your brand.

Only customers who trust you become loyal.

Consumers will always want to know, hear, and see the comments of others who have used your products and services in the past, before they decide to commit to you and what you are offering. Thus you have to optimize your website and social media accounts, to provide avenues for customers to leave reviews about their experiences with you. (source)

You need to convince your customers that their dealings with you are secure.

84% of customers won’t buy if they think a website isn’t secured. (source)

Communicate to your customers the steps, procedures, and software in place to ensure their transactions and information are safe with you.

Have a Feedback Mechanism in Place for Evaluation Purposes

Always take time to analyze and evaluate your performance.

Doing this will reveal gaps and give you an idea of what works and what doesn’t. Make use of resources that track the health of your SEO.

This can be measured in terms of:
  • Referral rates
  • Conversion rates
  • Leads generated within a specific period of time
  • Site traffic
  • Social media sharing
Solicit feedback from your customers directly.

Ask questions on social media and encourage customers to fill out surveys about their experience with your brand. Experiment to fix the gaps you discover until you figure out what works best.

Scale up to Online Sales Success

There is no one magic method for online sales success, but be sure NOT to select services that can’t scale up as you grow.

It’s important to make choices tempered according to your future goals, especially when selecting the ecommerce marketing channels that will help you grow as a brand.

Conclusion

Ultimately, ecommerce sales success rests on consistently dazzling your customers with delightful experiences to keep them coming back for more.

Now that you know how to ramp up online sales like a pro, click here to see what Catsy can do for you.

7 Steps to Creating Tailored Content to Grow Sales

Tailored content has been optimized in every possible way to maximize sales. Read our 7-step guide and get started tailoring your product content today.

Today, tailored content is king.

More than 2,500,000,000,000,000,000 bytes of data are made or posted online every day? (source)

Yes, and every moment someone spends looking at a screen the possibility some bit of content will catch their eye increases. Simply dishing out more won’t automatically get you more customers. Customers are smart, so be smarter.

Break through the clutter, if you want to be a customer-centric brand.

In this post, we’ll explain how to tailor your content to improve sales, grow market share, and increase revenue in 7 easy to understand steps.

But first, you need to know…

Why Tailored Content?

Did you know that 90% of all online data worldwide was created in the past two years? (source)

With all that data, your content is unlikely to appeal to customers if it doesn’t speak directly to their needs. Everyone is looking for product information and content that will benefit them and their needs specifically.

Tailored content is all about personalization.

Make your business one that’s concerned with satisfying the particular needs of your customers to hyper-charge the customer experience you provide. Tailored content is all about delivering experiences that speak directly to each individual customer.

It’s the perfect way to deliver solutions that customers aren’t yet aware of.

Personalized content is the heart of the new age digital revolution, helping digitally-savvy shoppers discover what they want, when they want it, and how they want it, with minimal effort.

Personalized product content helps customers find their way by placing them at the center of the digital shopping experience.

Tailored content facilitates the buyer’s journey, because the process will make more sense to your customers. When you tailor messages to customer behavior, demographics, and searches, conversions become more likely.

Tailored content increases engagement by speaking directly about the personality of the ecommerce retailer.

This deepens the relationship your customers have with your brand. First time shoppers will want to stick around if content speaks directly to them. Content that is relevant to the problem or need they have does this.

Start with research and ask yourself…

1. Who Are My Customers?

Tailor content won’t suit your customers’ needs if you don’t know at least as much about them as they know about themselves.

Buyer personas are generalized descriptions of people who make up your ideal market. But the trick is to make them as detailed as you can.

How is it possible to make buyer personas both general and detailed?

By including as much information about them as possible:

  • Age
  • Behavior
  • Gender
  • Job
  • Income
  • Education
  • Status

(source)

  • Likes
  • Wants
  • Needs
  • Motivations
  • Difficulties
  • Fears
  • Values
You might think it’s most important to know what your customers want to buy, but don’t forget about why.

For example, are they buying for themselves, to give to others as a gift, or for further resale? You need to know whether your business is specific to different demographics or does more business on holidays.

Knowing your customers inside and out speaks to your brand’s authenticity.

You need to know their reasons for buying from you and what doubts they have about you. Also, you need to find out which media they use regularly so you can make sure you’re reaching them.

Find all this information by:
  • Surveying your customers directly
  • Studying their past purchases
  • Examining their account setups
  • Looking at your site analytics
  • Going through their profiles
  • Soliciting feedback
  • Reviewing and responding to comments
Two ecommerce retailers may be functionally identical, but appearing exactly the same will spell ecommerce suicide.

What’s even more important is to come back to buyer personas from time to time. The audience you had when you started your business is unlikely to be the same group of people you’re selling to today.

Who are you selling to now?

Your target audience is at best simply older than they were when you got started. Do they like the same things and find information in the same ways? Alternatively, they might be a completely different group of people, with preferences you never even considered.

And ask…

Who is my competition?

You should routinely visit your competitors websites and social media pages.

This is a good way to stay on top of current trends and gauge your competitiveness. Knowing what your competitors are doing allows you to spot gaps in your service and content to fill.

It’s a great way to come up with new blog ideas.

There are companies, like Buzzsumo and Ahrefs, that provide products like consolidated lists of content by URL and numbers of social media shares. However, doing the research yourself comes with 2 distinct advantages.

  1. It’s free.
  2. You are likely to find more than just what you are looking for.

Doing research yourself is by no means easy, but the price is right, and who knows what you could find? Because research companies provide a specific product, they may not be set up to get you that little something extra you can find by accident yourself.

Differentiate yourself.

Developing your brand has to do with communicating something to your customers that your competitors are not. Your tailored content needs to strategically highlight how what you offer is both different and superior to other companies in your space.

Tie functionality to benefit to sell your brand.

Directly trashing your competition with a long, complicated list of everything you offer that they don’t is going to turn potential customers off. Instead, provide easy to absorb examinations of how your products’ features translate into concrete benefits for anyone who buys from you. Back these up with customer testimonials and reviews.

Bring customers to your website with…

2. Dynamic Landing Pages

How customers find your site is equally as important as them finding it in the first place.

You already know who your customers are and where they exist online. Your landing pages need to reflect this origin. Each link you share should lead to a landing page personalized to the interests and needs of the specific persona you target in that space.

If a potential customer clicks one of your links and doesn’t immediately find what they want, guess what they’re going to do?

Reduce your bounce rate and demonstrate your commitment to your customers at the same time with personalized landing pages. Dynamic landing pages can be set to display a wide variety of different information based on how each visitor gets there.

Set landing pages to change by keyword searched, too.

You don’t always have to build content from scratch to cater to different market segments. Making a few small tweaks to the targeted content you already have is easy and far more likely to pay off than presenting everyone with the same message. Also, if you want to increase lead generation, it’s important to tailor calls-to-action by persona.

When are your offers being made?

There are several time-related factors to keep in mind, if you want your content to resonate more deeply with your potential customers:

  • Are your social media posts timed by channel to reach your target audience?
  • Have you set up automatic emails that trigger when a purchase is made or by length of time since then?
  • Do you collect personal information about your customers, like birthdays or work anniversaries, which also trigger emails?
  • Is your systems designed to leverage Christmas or another holiday when your sales tend to spike?
  • Do your products have a long history or have any of them changed significantly over time in ways you can highlight in your content?
  • Can you create or participate in events that would allow you to highlight your company and products?

You need to offer…

3. Personalized Website Design

Reduce the likelihood your customers will abandon shopping carts.

Your website design and layout can be more instrumental in keeping customers glued to your website than you think. This is especially true when websites are designed with customer preferences in mind. You should offer a persona-centric website experience to make customers feel comfortable and fulfill their expectations.

Personalization of your homepage will increase online sales.

It’s important that you craft your website’s design with your buyer personas in mind. The more your website gives customers what they expect to experience, the more time they will spend there. As a prospect spends more time on your site, the chances of you making a sale increase dramatically.

Your website needs to be packed with…

4. Personalized Product Descriptions

Descriptions are the virtual equivalent of a sales pitch.

Product descriptions answer customer questions and arm them with the information to make informed purchase decisions. With the help of your buyer personas, you can tailor product descriptions to your customer.

Under-promise and over-deliver.

Many sites miss from the beginning by writing specifications instead of true descriptions. Specifications do not communicate experience, because they focus on what a product is, not how it will solve their customers’ problems.

Customize descriptions by including only what customers care about.

Just because you think something is important, doesn’t necessarily mean your customers will, too. Help customers by replacing bland repetitive language with specific helpful information. Also, make suggestions that make sense with what they want to buy.

Less is more.

This is especially true for those well-versed in scanning pages. You can attach more detailed descriptions to address further concerns. Also, use easy-to-understand grammar and vocabulary.

Revisit your content regularly.

It’s going to take Google about 35 weeks to rank your pages. Once you’ve identified content that’s off or stale, update it as quickly as you can. Remember, just because that blog post of yours popped when you wrote it, doesn’t mean it’s going to forever, so update anything that looks dated.

Your descriptions need to feature…

5. Rich Product Images

Ecommerce’s one drawback is its lack of immediacy.

Your customers are not going to be able to pick up and hold the products you’re offering, so your pictures have to do the work. All product details must be clear, so the same hand-held feeling comes through.

Include high resolution pictures taken from all angles.

This will help clear up any misgivings customers have about buying from you. Make sure you have a relevant picture for every product variant, and that you show the product being used and in tandem with associated products.

Here, it’s better to provide more than not enough.

People often abandon purchases because they can’t reconcile product images against descriptions. They need to see highly detailed images, so they don’t feel the need to examine the item in person. Including a variety of close-up images of your products will dispel customer doubts.

Pay close attention to…

6. Customer Ratings and Reviews

Publish all the reviews you receive, whether positive or negative.

When you get negative ones, reply courteously and strive to bridge the service gap. Often times, if you turn bad reviews around, you can turn customers into brand advocates.

Negative reviews are golden opportunities to turn a prospect around.

Have a personalized system for handling complaints and negative reviews. Address each one in a personal manner to show prospects you hear them. Do this even if you don’t immediately have a solution for them.

You can also find out about potential customer questions on Q&A sites.

Use sites like Quora and Yahoo Answers to identify the questions your potential customers have before they even find your website. Make sure that if you use these sites for marketing purposes, you state your intentions clearly and at the beginning of your post.

Nothing erases brand authenticity faster than deception.

These websites are yet another way to find out about and stay ahead of changes in trends. The Internet isn’t doing anything if it’s not changing all the time. Research is the only way keep up.

Monitor social media to demonstrate customer satisfaction.

You could either manually publish positive customer comments and tweets or set up a stream to bring them in as you “like” them. Use these to add that additional pop to your landing pages, as well.

Don’t forget to…

7. Tailor Content by Specific Channel

The average Facebook user is 40 and a half years old. (source)

But is that the same for Twitter, Pinterest, and LinkedIn? Definitely not. Each channel you sell on is already attracting a certain type of visitor, so you can only disregard those differences to your detriment. New channels are coming up and older channels are going out of style, so make sure to figure out a way to stay on top of those changes.

The average age of customers buying on Amazon is 37.

It’s not an overstatement to say you’re unlikely to enjoy the benefits of personalization unless it’s applied across all digital channels your customers interact with. Documents, text, images, manuals and other business tools inform your customers about products and services. All these must include tailored content.

Finally…

Bring It All Together

Nobody’s going to read your content if it’s not informative.

According to McKinsey and Company, the 3 Cs of customer satisfaction are consistency, consistency, and consistency. In practice, the easiest way to say this is that you have to make promises you can keep and then keep them. (source)

Customer experience is as much a promise as high product quality, good prices, and fast delivery.

Personalized content is your path to improve overall customer experience and overcome the constant stream of new competitors. This, of course, relates positively to sales, because personalized content warrants continuous consumption, keeping customers coming back to your site.

Now that you know why product content needs to be tailored to boost sales, click here to see what Catsy can do for you.

Grading Your Product Content to Grow Sales

Do you expect to earn sales from quickly written, marginally edited, and easily forgotten content? Grading content for quality is key to ecommerce success.

‘Content is king’ is the popular axiom in the ecommerce marketing space. There are many reasons why this assertion is true.

For starters, a company’s content regarding the goods or services it offers is often the difference between selling and not. Your company’s product content forms a direct link with generating and attracting traffic to an ecommerce website.

Analysts believe product content has a great influence on consumer buying decisions, behind pricing and product delivery times. You need to set up a system for grading content quality and effectiveness to turn lookers into buyers.

Product content bears its potency from strong descriptions of product information.

Visitors to your ecommerce website are not only busy, they have an avalanche of options. In effect, the content for your products and services must be concise, understandable and straight-to-the-point.

Therefore, common sense points to the need to have useful product descriptions that meet the mark. These tips can serve as rules of thumb to follow for grading content and writing potent product descriptions:

1. Have a good idea about your target audience.

The first step to creating a great product description centers on identifying and marking your target audience or market. Knowing your market will help you ascertain the most compelling features of your product. These will attract and keep the attention and loyalty of your audience.

At the heart of producing an in-depth product description is assessing the personae of the buyer. A buyer persona comprises the natural characteristics of potential and existing clients. As you construct your product description pages, the following questions should shine a light the buyers you seek:

  • How did this potential or existing client reach your product page?
  • What are his or her interests, hobbies, likes, put-offs, etc?
  • What aspects of your ecommerce store would attract this buyer and why?
  • How do you think this person would describe the product to another individual?
  • What features or benefits would interest this person the most?

Keeping these questions in mind enables you to create tailored content that turn visitors into customers.

2. Zoom in on the benefits of the product for the client.

Don’t necessarily bombard your audience with descriptions of features and benefits right from the outset. Rather, after an adequate introduction, it’s standard practice to lay out a structured description of your products’ benefits.

You may want to showcase benefits as much as possible. But another rule of thumb is to show the buyer how using your product or service will benefit them.

Remember that a product feature is an accurate description of one product feature. This description should provide technical information. On the other hand, a product benefit tells the customer how the product can improve their life.

Start writing product descriptions by outlining the product’s features and benefits. Think about how your product or service enhances the pleasure or assuages pain points for your customers.

3. Don’t cut corners – tell a compelling story.

While at face value this tip seems to stand at odds with the preceding one, it reinforces the underlying principle. At its most basic, a strong product description should contain relevant details and possess the power to convince. It should pack an emotional punch. Beyond your choice of words and page set-up, closing the deal means appealing to your customers’ emotions.

Telling a product story connects with potential and existing buyers on an emotional plane, rather than a transactional level. Make your story link with the buyer’s experiences by shining a light on questions they ask. Who invented the product or service? Where did the creators draw inspiration from? What challenges were encountered in bringing the product to reality?

Outlining this scenario vividly shows the product to the buyer beyond what just talking about features and other specifications can do. Rest assured, if the buyer thinks the product meets their needs, you’ll get the sale.

4. Mind your language.

Your medium of communication matters if you want to make consistent online sales. Your product description should have the tone and feel of having a conversation with a close friend or family member.

Remember that in this circumstance, you are not reading from a prepared script. Instead, your tone is natural as you give the benefits of the product or service in a natural manner.

Often, this friendly talk abhors empty adjectives or sweeping claims; rather you will dwell on giving a helpful description that focuses on the benefits of the product.

5. Go for words that precipitate action.

You must understand that certain words and phrases have the inherent capacity to elicit an emotional response in people. Studies show once individuals connect with your products emotionally, chances are higher they will buy.

These words, sometimes known as power words, make your descriptions of product attributes jump off the page. They enter the minds and hearts of your target audience. Some of these words include the following:

  • Amazing
  • Beautiful
  • Blissful
  • Great
  • Magical
  • Mind-blowing
  • Wonderful
  • Wondrous

These power descriptions tell your customers your products are genuine. They also convey the idea that they are getting the premium value for their money.

6. Make your product description easy to understand.

In this millennium, time is of the essence, and as people continue to live life on the trot, you can only afford to have a product description that is easy to scan and concise.

A study reveals that due to increasing shortened attention spans, individuals will often read only 16 percent of the content of the average product page.

So it’s best to capture all the essentials of your product description pages in that readable bracket to stand any chance of connecting with your client and making a sale.

7. Search engines are your friends.

To further boost your sales, you must get a hang of using search engine optimization (SEO) to give mileage and visibility to your products. The bottom line is that SEO is an effective means of attracting new clients to your page, which is the very first step in convincing an individual to buy your products.

SEO revolves around the use of keywords, especially the kind of words that search engines like Google index as a response to inquiries from online visitors and customers.

8. A good image drives sales.

A great addition to accentuates great product description writing is a rich image. Why you ask? Recent studies reveal over 63% of customers consider digital assets, such as photos, accompanying a product as the primary purchase influencer.

More often than not, vivid photos will show the customer all or most of the key features about your product. They will also appeal to the mind’s eye of the client, allowing them to imagine having this product as a part of daily life.

The above tips are part of the arsenal you need grading content to boost your online sales.

Grading Content

At its core, grading content looks at the means and processes you can take in ensuring that your marketing content passes necessary assessment tests on both qualitative, and to a lesser degree, quantitative levels.

Grading, in a sense, equates to evaluation, and as a business owner, you would need to shine the light on what works continually or not, concerning product sales.

Questions that readily come to mind for online businesses should include the following. “Is this ad, blog post, or social post good enough to share?” “Will this marketing strategy or channel increase my revenue base?”

Grading content often comprises taking steps and implementing measures, based on observable market trends and expectations. The ultimate aim is finding the right mix for product content and marketing strategy that leads to sales and repeated transactions.

The following ways are good points for grading content to drive sales:

Place a Premium on Value

Your product content can only go so far in boosting your financial bottom line when customers feel and believe that your product description will do all that it says it will do and so much more.

The latter “so much more” can mean a number of things. To some, the value might be a comic rendition on using the product, a free sample of designer perfume, or a helpful tip on purchasing a home.

The bottom line borders on the customer leaving your ecommerce platform satisfied with the thought that they received some added takeaway from the transaction.

In another sense, the value derived from your product content should comprise any material any unique, original, or exclusive content or information that your target audience cannot get anywhere else.

So a good strategy is sitting back and taking an overview of your business, to determine ways by which your product can satisfy your customers on many fronts.

Go For the Right Context

Have you noticed that there are periods you experience super bumper sales, while at other times, transactions seem to trickle in a dime a dozen? Well, it could be that you have not given much thought to the issue of context in your product content marketing efforts.

No two customers are ever the same, and each comes to the marketplace for different reasons.

Some instances will suffice at this point. For some people, ad campaigns are more meaningful when there are no distractions like an exciting book, hence they are better able to pay more attention.

In another scenario, using a comedian to play up the efficacy of a diet plan, may shore up purchase numbers, even as your customers enjoy the laughter.

These scenarios collapse into a term known as context marketing. In a nutshell, content marketing involves timing your product content communication. You want it to reach your target audience when it’s most necessary.

In other words, your product content provides the appropriate content to the right audience at the most appropriate moment. Context marketing also weighs heavily on the specific traits and personality of your target customer.

So successfully grading content should lay sufficient emphasis on providing the appropriate, time-based context.

Meeting Expectations is Key

Your product content should set realistic goals, so that the customer can look forward to achieving their objectives of using the product or service. Your product features should do what they say they will – and on a consistent basis.

You must understand that customers have numerous choices for their online shopping needs. It’s essential to deliver a customer experience that meets expectations, and pushes customers to shop with you – and it all starts with your product content.

Embrace Originality

Again, this tip wants you to focus on the areas that your product content can open new doors and give new experiences to your existing and potential clients. Originality can hover anywhere from creating a new type of product or service, churning out a creative design for something that already exists, or presenting a unique mix of two everyday things or ideas or concepts.

If a product offers something new and off-the-chart, customers will often engage in word of mouth advertising to achieve two things: tell of their pleasant experience using the product and make actionable recommendations to other individuals to try out your product.

Raise the Standards for Quality

In the immediate analysis, product content quality involves factors such as eliminating typographical errors and ensuring images are vivid and purposeful. Other considerations will look at the ease with which your business pages load and present information when queried.

If your medium of communication is full of errors and your site is slow, customers may think your products will perform just as badly.

Therefore, you should note that consistent, compelling, engaging and qualitative content increases brand loyalty, minimizes shopping cart abandonment and reduces the number of complaints and returns. Ultimately, a product is deemed just as good as the information given alongside it.

Find a Balance as to Length

At every point in your advertising campaign, you will have to decide how long or short your engagement with your client will be. Especially in this age of Google crawlers and SEO. And in most cases, the wants, temperament of the customer should determine how long or how brief your post should be.

If your audience wants to learn a 3-second trick to folding shirts faster, then your educative material should not put them through a 45-minute video tutorial. If people need just some contact information to help make a decision, they should reach their goal in one or two clicks on your web pages.

One effective means of assessing how long your product content should be is looking at the demographics of your existing and potential client bases. Are your customers always on the move, viewing pages and placing orders with their mobile phones?

If that is the situation, you should obtain additional metadata such as the times spent on each page and information searched for. The knowledge gleaned from these sources should help you craft the most appropriate product content strategy regarding the length of your posts.

Clarity is King

From the outset, jumbled, disjointed product content increases the chances your customers will leave your site. At the very minimum- for the sake of clarity, visuals should complement – and not compete with text; ideas should have the property of easy identification, and design should embrace intuitiveness.

You can avoid enemies of clarity and precision such as using illogical and incomplete arguments, industry jargon, metaphors as well as business buzzwords.

The simple premise for achieving clarity is keeping your message straight-to-the-point and straightforward, so your customers see only the most relevant material on your product pages.

Temper your Content with Credibility

Your content must have the essential trait of being believable; otherwise, you may find that your customers may leave your pages altogether. For instance, promising users will shed 30 pounds in days taking a weight loss pill is lying.

However, providing referrals from trustworthy sources and using original, unedited images isn’t. Alluding to the possible is the right place to start in building credible content.

Be Guided by a Rubric

To derive the most from your product content regarding boosted sales, you would need to create a framework to oversee your posts. According to workable global standards, specific content and the form of the rubric depend on associated factors.

Your target audience and client base, including consumer search preferences and behavior, all matter. You also need to keep your content marketing strategy in mind.

Reviewers can help provide a third eye, providing objective analysis for increased efficiencies and performance. These reviewers will grade your product content against the following inquiries:

Is the product description…

  1. Appropriate to the product?
  2. Free of factual mistakes?
  3. Filler and marketing copy, or authentic and valuable?
  4. Free of spelling, punctuation and capitalization errors?
  5. The right length?
  6. Clear and easy to understand?

An essential part of your rubric will center on making provisions for reviewers to leave feedback and suggestions for improving your product content pages, to help bolster sales.

Grading Content to Drive Sales Success

A lot can come from grading content, and for every ecommerce business, sales is one thing that crowns the efforts. Content really is king, and if you have read through this article, you should understand how true this is.

Always remember the number of customers you attract is as high quality as the effort you put into your product content. Grading your content will go a long way toward showing customers you care by giving them content that matters to them.

Always look for areas to improve your product content and sales can only climb. Grading content tells you what content to toss, what to keep, what to fix, and what to build from.

Now that you know why grading content is key to growing ecommerce sales, click here to see what Catsy can do for you.

Expand Across Digital Channels to Maximize Sales Revenue

More than ever before, customers’ online research is driving sales through digital channels. Read how you can ensure customers find your products.

Your industry will sell through digital sales channels if it isn’t already. Traditional channels have taken a backseat in today’s digital world. Gone are the days of depending on face-to-face meetings with prospects and repeated sales calls before landing a sale.

Today, brands use digital channels to connect with customers at just the right time. Failure to go digital will reduce you to reactivity, negatively affecting your growth potential. The best change to make now is to start using digital channels.

To carry out a digital campaign, you need to set specific goals, define your target market, draft compelling product content, pick the digital channels you want to use, and measure progress.

Online sales is becoming more complex each day, with more channels popping up and consumer tastes changing rapidly. But one thing is a constant: people prefer brands ready to provide them with a delightful customer experience throughout their journey. And these customers will keep coming back for more.

The Problem with Only Using Traditional Marketing Channels

Traditional channels used to reach target audiences with the aid of face to face, telephone, print, and broadcast media communication. The goal of traditional channels is to provide information to push your brand with little or no interaction between the medium and the public. Digital marketing, on the other hand, makes audience interaction with the selected medium possible. Prospects have the opportunity to visit your site, read descriptions of product attributes, make comments, and provide feedback.

Digital channels level the playing field between big, well-established brands and those just starting out. Remember, a local retailer, using traditional channels probably won’t be in a position to compete with larger names. Through digital channels, brand success isn’t dependent on the size of the store to achieve greater exposure.

Data is harder to store with traditional media. On the other hand, digital marketing gives the public variety and the ability to select how they want to receive your digital assets.

While traditional marketing channels can do the job, digital marketing can do so more quickly and efficiently. Digital channels provide real-time results at the click of a link, tracking progress to readjust. Traditional channels just can’t compete with this kind of functionality.

On the issue of generating buzz and viral sensation, digital marketing channels have taken the lead over traditional channels. Social media sharing distributes your content to millions in seconds, thus increasing your brand visibility. This is impossible in print or broadcast media.

Digital Channels and the Power of Content Creation

As a business, you need to be available where your consumers exist. Digital marketing reaches your customers in an environment ideally suited for you to satisfy their needs. Through digital channels, you can connect, inform, persuade, and make an offer that meets your customers’ specific, individual needs. Using digital channels saves money and time, and reduces the frustration bound to happen when using traditional channels alone.

You can’t talk about digital channels without discussing content and organization of product information. Content is the backbone of digital marketing, because it encompasses all communication between brand and customer. Engaging content influences purchasing decisions in your favor.

When content is great, it is easy to spot because it’s informative, interesting and easy to understand. Good content tells your brand story and connects with your audience. Brands are subscribing to the use of digital content not only to pitch their products and services, but to deliver valuable information to customers. Using content to become relevant to their lives and turn them to loyal customers is key.

Quality is essential in content creation, if it is to be engaging and powerful. The content you produce should inspire your customers to “take action.” Your calls-to-action should encourage customers to supply you with their details for immediate purchase.

Preparing for Digital Channel Marketing: 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 this 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?

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 outlined 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, known as 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. In other words, reducing customer churn and increasing 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.

Determine the Digital Channels You Want to Use

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 in order 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 you can include tailored content your site specifically for 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

Social media is a digital marketing channel used in the promotion of brands on various platforms. Some popular ones include Facebook, Instagram, Twitter, LinkedIn, and YouTube. As earlier said, your choice of channel will depend largely on your digital marketing strategy.

Social media is not just for socializing, but helps build rapport and engagement with customers on their terms 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 example, chat with them in real-time and answer their questions promptly. This 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. Write industry specific content to focus in on specific client verticals. Speaking to these customers directly will show them how interested you are in their business. This will help you win new customers and improve existing customer loyalty.

Grading content likewise will help you focus in on what works and what doesn’t. You will know what content needs to be improved, what needs to be deleted, and where the holes to fill are.

Your digital strategy should inform all social media activities to achieve your marketing goals. Your brand voice should be consistent across all the platforms you use. 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

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 one 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 to tailor your custom content to your customers, not to 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 connecting them to the right keyword optimizes them for search engines. Your customers should be able to understand your Uniform Resource Locator (URL) easily with just a glance. And use words instead of characters to make it more memorable for your 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 you should segment your email list to send 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 to explore with regard 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 pay a fee when someone clicks on one of their ads. Google AdWords is an example of a PPC system.

In order to expand the reach of your PPC advert campaigns, include keywords that are relevant to your business. Carry out reviews regularly, especially on expensive PPC keywords and any others not performing according to expectations. Ultimately, strong content is content that’s working. If it’s not working, fix it or shut it down.

Make Digital Channels Work for Your Ecommerce Business

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 aren’t important to generate leads and boost conversions. Traditional channels offer a human touch that digital doesn’t. On the other hand, digital channels are more efficient, cheaper, and have a wider reach.

This post is not in any way an exhaustive list of all channels your ecommerce business can use. Do research and discover more, if you want to be a leader in your industry.

Your traditional marketing methods and channels should support an already solid digital marketing effort. You shouldn’t use either in isolation. It is not advisable for firms to solely depend on digital channel and abandon the ground work traditional channels can play. Thus, for optimum results in their dealings with current and prospective customers, firms 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 speeding up response time and handling complaints effectively.

Personalization of your services is important to make your brand more “human”. Customers do not want newsletters and emails from firms, they want personalization. The information gathered from your buyer personas can help you tailor your messages specifically to certain groups of people.

Regularly evaluating all the digital channels you use for adequate corrections is key, especially where you find goals deviating so management can begin making smart decisions again. The goal remains quality interactions with customers that can root your company name and brand image firmly in the minds of your customers.

Now that you know the value of selling through digital channels, click here to see what Catsy can do for you.

Custom Content Drives Ecommerce Sales Success

Custom content specifically targeted to the audience you want to reach and optimized for their preferred channels sells more. Learn how and why here.

Everybody in the digital marketing business is adjusting their tent to accommodate the increasing importance of content. Some go as far as calling it the “king of marketing.” So, it’s safe to say the amount of content being produced is increasing daily. But how much of this is custom content that meets the goals of customer engagement? Probably not much.

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

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

Consumers see countless advertising messages from brands wishing to rise above the rest. Are you ready to break through this chatter? Custom content helps brands meet consumer needs much more effectively than generalized content.

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

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

What Does Custom Content Really Mean?

Accenture found 73% of consumers preferred businesses offering a personalized customer experience. Customers will be ready to give anything for an experience that feels personal and meaningful to their specific needs.

If the content is not valuable to the personas you want to read it, it is less content than just purposeless writing. The goal of custom tailored content is to achieve specific marketing goals and objectives.

Your content has to communicate your brand promise to different buyer personas, answering their needs. Marketing-oriented custom content should discuss your products and product attributes in a way that makes them valuable and relevant to your customers. When you become relevant to your existing customers, your audience naturally begins to grow.

Think of custom content as addressing your customers directly. You deliver the exact solution they need. Of course, custom content naturally draws in the people whose interest it piques. This content has to specifically target their expectations.

Identify Your Buyer Personas

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

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

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

Often, brands make the mistake of using buyer personas they created when drafting their marketing plan. Not updating these can be a deadly mistake. Customers change and it’s easy to miss a customer segment that might benefit from the products you offer.

Always update the customer database that can make you miss opportunities to serve your market better. Always research to ensure your content speaks to the right audience. Your custom content must change with their needs and preferences.

How to Make Custom Content for Your Products

Today’s customer looks to research to gather information about brands. They make their selections based on content that includes solutions to their problems. In the information search process, they look for social proof. They need to know others also liked the products by finding and reading reviews, ratings, and recommendations. At the end of the day, they make a final selection based on their identity and what will satisfy their needs.

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

Finally, gauging its strength by grading content effectiveness will point you in the right direction toward creating winning custom content.

Personalize Your Website

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

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

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

Content customers see when searching for information should not be the same others see when trying to buy from you. Making custom content means you speak the language of these different groups. You have to make them feel like the site is solely for them.

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

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

Personalize Your Email Campaigns

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

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

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

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

Personalize Your Social Media Campaigns

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

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

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

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

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

The goal here is finding effective ways to engage your customers. It is important your customers feel heard and important. This is why you should answer questions and reply to comments in a timely manner.

The Advantage of Custom Content

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

Making Custom Content Increases Customer Engagement

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

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

According to statistics from knexusgroup.com, 56% of consumers prefer to shop at retail stores offering personalization. An astounding 74% confessed seeing content that didn’t match their interests was frustrating. On a similar note, they discovered that much more than ordinary adverts, personalized adverts convert ten times better.

Now you know that customizing your content makes it more valuable to your customers. This makes them engage more with you and deepens their relationship with your brand.

Position Yourself as an Authority

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

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

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

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

Increases Customer Loyalty

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

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

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

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

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

Increase Brand Visibility

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

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

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

Your brand visibility increases when the people you write actually read the information you have to give. Custom content is quite different from disjointed text, producing markedly different results.

Finish Strong

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

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

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

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

Now that you understand how important custom content is to a successful ecommerce business, click here to see what Catsy can do for you.

Industry-Specific Content Drives Ecommerce Success

Learn to tailor your offerings to the specific wants and needs of your desired customer base to produce industry specific content and succeed.

Content generation is the new marketing.

It transcends physical exchanges, having carved a position in the minds of nearly every consumer. Disruptive posts that add no meaning to peoples lives and waste their time are boring and annoying. On the other hand, winning industry specific content is original, engaging, and has the capacity to provide solutions to customer problems.

When you hear the word “content,” think of it as electronically conveyed information. Great product content is interesting and engaging enough to make customers want to know more about you. It’s chiefly valuable for communicating a company’s messages and should be incorporated into the marketing strategies of companies. Everyone visiting your site expects a delightful customer experience of your brand with regards to your content. Making custom content based upon the industry you wish to focus on is key.

B2B marketing is all about building relationships and maximizing their value. With strong industry specific content, you can deliver a quality message. Just as customers demand superior customer experiences, B2B buyers also look for similarly consistent, engaging experiences across all digital platforms.

The demand for valuable industry specific content is on the rise.  Content Marketing Institute research demonstrates B2B companies consider content marketing more important than traditional marketing strategies. Why? Because it simply generates more leads. But just having a content marketing plan isn’t enough, you need to create high quality content. That means industry specific content.

With industry specific content, your sales become more pull-oriented in this digital age. New buyers want information at their convenience without having to talk to a salesperson. They look to a business’s content as a guide to get what they need. This is why writing tailored content that addresses the specific needs of your target industry is crucial.

(See the blog linked below to read more about how tailored content drives sales revenue.)

Know Your Customers

Who does your content target?

No matter the industry segment your brand falls under, you need to know your customer in order to produce great content to engage them effectively. You need to find answers to probing questions about your customers which will help you develop sophisticated buyer personas for them.

Build buyer personas with the information in your customer database. This is information about your target customers, like their preferences, tastes, search patterns, concerns, and behaviors. You can also use data, technology, and advanced analytics to profile teams that make purchasing decisions in organizations.

There is need to identify all the players that contribute to the purchase decision and incorporate them into your content strategy. Often, content is produced with the final buyer in mind, with companies ignoring input from other players.

You can’t succeed in any content production without the knowledge of your customers. You should intimately know them and be able to predict their needs before they realize it’s present. Proactive companies leave no stone unturned in generating data about customers from their online behavior and web analytics in order to produce easily understandable industry specific content.

When you know the problems your customers face, your content will craft better content. It will specifically address these needs, thus creating value for your customers. It will, in short, be industry specific content.

Keep the Sales Funnel in Mind

Sales funnel takes us through the online sales processes that consumers go through when making their purchases. It’s a roadmap of a consumer’s purchase journey i.e. how prospects make the transition to customers.

Awareness starts the process with people getting to know that the product exists in the market. Consideration comes next, with consumers deciding whether it’s something worth buying and what they will gain from its purchase. After which they make comparisons against alternative solutions. The fourth stage involves conversion. This is where customers make the decision to buy. The final point in the sales funnel is retention, which is common in B2B marketing.

To increase conversion rate, your industry specific content can be used at every stage of your sales funnel. It helps the transition from one stage to the next a seamless experience and helps you retain your customers. Often times, the fact a consumer reads your content is no guarantee they will stick around to buy. To avoid brand switch, companies can produce relevant content for every stage of the sale funnel.

You can create content at one stage that prepares them for the next stage. Aim to be informative in the first stage to persuade and drive leads, applying your knowledge of buyer persona. For subsequent stages, you should use your content to convince buyers that yours is the best fit for their challenges. Hence, you need to communicate the value you can provide. Your content should reinforce reasons to commit to buying your product. Reviews and testimonials can go a long way at this stage.

Tips for Generating Industry Specific Content

Buyers want information that will make an impact on their business and industry specific content that can fulfill their information needs with credibility is one they will select among so many others. In the digital world, great content is the weapon at your disposal for thrashing competitors and winning the marketing war. Remember, an offer is only as good as the quality of product information communicated.

Your content should lead to the ultimate goal – brand trust – which is a height all companies should strive to attain. Brand trust tells customers that a particular brand is the only reliable option without interest in other competing ones. This is why customers will always seek out interaction with brands that they trust.

Make content creation an activity that will showcase the passion of each of your team member in a way that works for your brand. This will help promote creativity in the business.

First things first, content relevancy is important. What information can your brand communicate that can answer the questions of your customers? What will your site visitor expect to gain from the content? You need to figure this out and write content that can uniquely position your brand as the solution provider.

Relevancy is not on your end but on the part of the customers. When you define practical action steps to solve problems, your content will help your clients perform their jobs effectively and efficiently.

Great content is not about quantity but quality. As far as I am concerned, a great thought-provoking content beats ten mediocre content hands down because it will be extremely useful for decision making. However, publishing content often will sustain interest in your site.

Infuse your brand’s value proposition into your content. It should be clear, direct and offer clear benefits in order to garner a positive first impression. In the words of Albert Einstein, “if you can’t explain it simply, you do not understand it well enough”. This reinforces your value proposition. Also, communicate your call-to-action in simple words that offer clarity to your customers.

You need not understand the desperate needs of your buyers and how they want you to provide them with necessity. The proper understanding of this will reflect in the content your produce and will boost your conversion rates and generate leads.

Often ignored but so important, headlines can boot content out the door if done poorly. For your content to be able to stand out and grab the attention of readers and prospects, the headline should be attention-worthy and compelling. No wonder Ted Nicholas said, “73% of buying decisions are made when customers come in contact with the headline”. The crafting of compelling headlines will increase page views, shares and conversions.

Add variety to your content so that it can address the buyer throughout the journey. It’s important that you take advantage of the different content formats available. This is because you may not be able to accurately predict the response of clients to a particular platform.

Make the reading process easier by writing conversationally instead of impersonally. You will be able to write compelling content when you write the way you talk while obeying the basic rules of writing. It’s important to maintain a professional image. Hence, there should be proofreading of content for grammatical or typing errors.

Finally, consistency of your content across all your platforms will always get you results, especially in creating memorable brand experiences. It makes you a credible brand. And remember that grading content, tweaking it, and iterating this process are keys to ecommerce success.

(See the blog linked below to read more about how grading your content will grow sales.)

Customized Personalized Brand Experiences

When a brand generates industry specific content, they set their content aside from the sea of information online. They hit the proverbial nail on the head. When you offer industry specific content, it creates a personal experience for customers interested in that particular sector.

This customization can be achieved by selecting clients using geography, demographics and focusing on them. A narrow niche with a focus on industry specific content will help a company achieve personalized experiences for clients much more easily.

While B2B buyers may not be as emotionally vested in their purchase decisions as your B2C buyers, they are quite rational and will choose brands that will increase their profitability and save costs for them. Targeted and personalized content will help a company build lasting relationships.

Industry Specific Content Rewards Brands with Increased Visibility

Clients are more prone to engage with your brand when you deliver compelling and engaging content which will increase your visibility and ultimately your brand reputation. In creating your content, simplify the language and make it easy to understand.

The use of digital assets as visual aids like videos, high-quality images, animations and so on can be powerful accessories to your content.

It’s highly important that brands know where, when and how they will be seen. While content can get you improved visibility, brands should take advantage of opportunities to promote the content produced. The use of Search Engine Optimization (SEO), social media platforms and inbound marketing can go a long way in reinforcing presence through the wide reach it offers and promoting content and making your site rank higher in search result lists.

The more visibility your content gets, the more opportunities you create for customers to see your brand. When your brand becomes familiar, it becomes easier to turn prospects into customers. Well, because you will be at the top of their minds, ahead of competing alternatives.

Create a Community of Loyal Users

The generation of industry specific content drives traffic from customers that will invest their time and resources. Loyalty is the reward of the relationships you build and sustain over time with consistency in delivery of quality results.

Thus, it makes practical sense that there will be an increased likelihood that companies will make recurring purchases from a company that has delivered value and delighted them on their first purchase. Business purchases are usually driven by data.

Consistent delivery of content over a period of time will build a relationship with your clients on a deeper level, with loyalty as the reward. Customers will have high affinity not just for your product but your brand as a whole, becoming brand evangelists without further prompts. Loyal fans are valuable company assets.

Be an Authority in Your Field

When you produce expert well-written content within a specific industry, it makes you a trusted brand for the information needs of your customers. You deliver a depth of knowledge that customers will want to have access to because they will definitely benefit from it. The continuous writing of consistent content to your customers will make it easier for customers to be convinced that you are an authority in the field.

A company can take advantage of this and conduct adequate research into a particular industry, using this knowledge to help professionals out of the challenges they face. Content can be released through the use of blogs, infographics, and videos, among others. They can help inform prospects on important updates relating to their industry, like tips, trends, tactics and strategies. This earns your brand credibility.

Buyers thus have access to information targeted to their needs and enter a sales process better informed than ever. Through the quality content you deliver, customers will trust you and refer to you as a trustworthy brand in the industry you are.

Your ability to provide helpful information will make you stand out, thus boosting your reputation as a credible information source especially if your content is one that gives your audience an unbiased and credible information to make better decisions. Content is not really content if it isn’t improving business practices and operations.

Since the information you provide can help them through their buying journey, it will result in higher conversions and bring in more sales to your doorstep.

Industry Specific Content Drives Traffic to Your Site

Who doesn’t want traffic to his or her site? I can tell you for a fact that every business wants more traffic to their site because it means increased sales leads.

The production of compelling and high-quality content will increase a site’s ranking on a search result list and offers optimization benefits, which is very important if your industry is competitive. Your ability to consistently deliver a steady flow of information with respect to industry specific content opens the proverbial door wide for more opportunities for the company. It will always give your clients a reason to click on your site.

Companies often ignore the importance their product image plays in their optimization goal. Product images afford a business the opportunity to drive traffic to their site through image optimization which makes a product image rank high for some image queries. The inclusion of metadata can drive optimization of images on the web.

Industry Specific Content for the Win

Millions of pages of new content hit the Internet every day. How then do you stand out as a brand committed to standing the test of time? It’s all in the value you can offer to customers communicated to them through your product content. If the information you pass across through your content can’t be applied for the use of businesses, there is a problem.

If you were a new customer looking for information about a specific industry of choice, what questions would you want answered? What content would you easily embrace and which will you discard? You can’t miss the road when you think in terms of a new customer and walk in their own shoes, paraphrased from a quote by Richard Branson, the founder of the Virgin Group.

It should be noted that B2B content should inform and educate. If done well, this will reaffirm your brand as the industry’s best. Content is a leading tool that can contribute to the success of a business. This is because purchasing decisions are not personal but are taken with great attention to detail and comparison research with other alternatives and service providers.

Your content is a strategic marketing tool brands can employ in driving customer action that is profitable. Thus, industry specific content keeps you on track so that you don’t fall into the pit of trying to please every customer group. It keeps you focused on fulfilling the interests and needs of a particular segment, communicating what it’s in it for them.

Your content strategy should ensure that your content gets noticed. The best way to achieve this is to understand the source your audience obtains information from. Also, your content must be able to fulfill the information needs of your audience. This is done by knowing the information gaps they need to fill and the sources they have been consulting in a bid to update them.

More importantly, the information you are giving in your content must be credible by conducting adequate research and surveys. You can carve a niche and distinguish yourself on the knowledge you have with regards that particular field.

There should be coordinated effort in the content being distributed across various media platforms to ensure that it gives the same information. Consistency will always bring in positive results.

In the words of Bryan Rhoads, “content is currency – something we trade for our audience’s attention, becoming more valuable when it’s shared by someone other than ourselves”. He could not be more apt with this description of something so important. When you attain loyalty from your customers, your content starts to work for you and not the other way around, because your clients will do the promotion themselves with ease.

Content is here to stay and it’s going to stay for a really long time. Make no mistake, the creation of quality content will definitely take your time, effort and energy but the rewards are sure to gather in the long run.

Now that you how industry specific content will drive success for your ecommerce business, click here to see what Catsy can do for you.

Why Tailoring Content to Your Products Increases Sales

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

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

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

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

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

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

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

What Does Tailored Content Really Mean?

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

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

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

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

First Things First: Identify Your Buyer Personas

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

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

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

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

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

Best Tips for Tailoring Content Around Your Product

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

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

Personalize Your Website

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

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

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

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

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

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

Personalize Your Email Campaigns

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

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

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

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

Personalize Your Social Media Campaigns

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

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

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

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

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

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

Advantages of Tailoring Your Product Content

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

Tailoring Your Product Content Increases Customer Engagement

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

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

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

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

Tailored Content Positions You as an Authority

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

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

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

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

Tailored Content Increases Customer Loyalty

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

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

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

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

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

Tailored Content Increases Visibility for Brands

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

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

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

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

Conclusion

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

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

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

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

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