Expand Across Digital Channels to Maximize Sales Revenue

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

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

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.

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.

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 Tailored Content to Your Products Increases Sales

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 Persona

“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.

It 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.

It 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.

It increases visibility for brands

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

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

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

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

Conclusion

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

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

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

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

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

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

Quality product content, which plays a crucial role in the success of ecommerce business, is one that is highly underestimated. Consumers are looking for accurate, reliable, robust descriptions with lots of product information. These are only complete if they include the information customers need to make buying decisions. A lack of content indirectly tells customers their demands are unrealistic. This is a bad impression to give to your customers, especially first-time buyers.

Consumers, according to statistics, use the Internet and web-related content to search for information on companies, products, and services. This is true even more so than with traditional and conventional advertising media. Proactive firms move with trends to deliver top-notch, compelling product content that draws customers to their ecommerce stores.

Your content cannot be dry and bland. It is a reflection of who you are as a brand and what you represent. Anyone can write content, but not everyone can write compelling content, armed with the power to command the attention of anyone that comes in contact with it. Your content must be simple and easy to understand.

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

The Importance of Identifying Buyer Personas

Product content for a wrong group of persons is as useful as no content. A common mistake firms make is incorrectly identifying your target market or not having complete information about them. Create custom content to reach a specific group and industry specific content to target a given type of business.

Brands should learn the act of speaking to your target market using their own language. What do I mean by this? It is not enough to have cosmetics, for example, for sale. But it must sell in a way that communicates how it can solve their problems. I dare ask; “how will you know the solutions to their problem if you do not know them well enough”?

You need to identify the interests, demographics, along with the product, services, and media used by your buyer personas. Their search patterns are also critical to know.

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

If this is too complex, craft your copy bearing in mind the words your target market will use in its description. You will be able to write more personalized copies that will get you positive results.

The Importance of Social Media

The importance of social media has been largely underestimated. The perception of social media has definitely improved in recent years and the public is very interested in it; hence there is need to manage your social media presence.

I’ll let you in on a fact; there are over ten million Facebook “apps” with 23% of Facebook users checking their account at least five times a day. Remember LinkedIn? Well, it has over three million company pages with over one billion endorsements.

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

There is a dynamic change in the web with increasing digital technologies and customers are evolving with it. Social media platforms like Facebook, Twitter, LinkedIn, Pinterest and a host of many other have changed communication from what it used to be. Proactive firms are moving with the trend and do not seem to be slowing down.

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

When a brand has accurately studied their target market buyer personas and understand their needs and wants, it’s easy to make custom content for specific groups. What’s more important, making that content stand out from the competition’s also becomes easier.

Andrew Boars of Adotas gave an accurate description of custom content where he said “custom content is the creation of content meant to build affinity with your existing audience. This content would reinforce the brand, communicate the value of the product and create new opportunities. Custom content is the creation of branded content for a customer. And for the most part, it is created for the client to communicate with their own existing customers”.

The Importance of Product Description

When we talk about product content, we cannot ignore the importance of describing product attributes. This is the information customers will make the most use of, with regard to your product. Simply putting it, your product description can either increase your online sales or make you lose them.

There is power in enticing and well-crafted product description; the kind that is unique and ultimately sells the product. Your ecommerce store removes the possibility of physically touching and feeling your products; hence customers will have to rely on your product description to be able to do that in their mind’s eye.

Here is a shocking statistic. Google lowers your website’s ranking when you constantly duplicate content. This is why originality of your product content is the key to increasing your ratings and rankings. Low rankings translate to low visibility as customers will not be able to see or have access to your product information and make a purchase from you.

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

Do not fall into the trap of just listing product features; make sure you also attach the benefits of such feature and how it fits perfectly as a solution to their problems, thus improving their lives.

Never underestimate the power visuals can add to your product descriptions. The addition of visual digital assets like high-quality images, video presentations, tables, bold text, and bullet points will go a long way than an ordinary text will.

The idea is not the writing of lengthy descriptions, but adapting the mantra; “less is more”. Reduce lengthy descriptions that can be easily summarized and use pointers to make emphasis on the products’ unique selling point (USP).

There is no product that an engaging description cannot be crafted for; even the seemingly “boring” ones. You can hire professional copywriters who can make interesting copies for your brand’s content marketing.

There should be proper proof-reading and editing of your product description copy to make it professional and positively impress your customers.

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

Shocking Stats on Online Reviews

Statistics show that more than 88% of online shoppers consult reviews before making a purchase decision with 40% forming an opinion about a product on reading about one to three reviews. Online reviews are important as it affords customers the opportunity to share their experiences with the products. Of course, we all know that customers are quick to broadcast their experiences to the web. This is especially true if they are dissatisfied.

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

This does not diminish the importance of negative reviews as it is a golden opportunity for firms to improve their operations and turn angry consumers into loyal customers. One review can be shared across social media and the web in general; further increasing the visibility of a brand and generating sales leads.

Online reviews generated because of your product content and their positive experience are great ways to develop online presence. Consumers will want to know your business provides positive experiences before they buy. Online reviews provide them with that knowledge. Hence, businesses should encourage reviews and recommendations from their customers. Because this can have a major impact on the visibility and overall growth of your business.

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

Product Content Consistency and Search Engine Optimization (SEO)

I came across a quote by McKinsey & Company, “the 3 Cs of customer satisfaction are consistency, consistency, and consistency.” The fact that product content is important is no longer a topic for debate. However are we ready to invest adequate time and effort into it? Unless a firm is willing to invest in its content, it cannot reap the ROI sure to come.

The best way is consistency in creating the right content and promoting it to the right target market. You cannot do any marketing activity on the web without a compelling and attention-worthy product content. A study conducted by eMarketer revealed that about 60% of marketers create at least one piece of content a day. This goes to show how important product content really is.

You may wonder why you need to invest time in your product content when traditional media provides similar results. But a DemandMetric study revealed content marketing actually costs 62% less than traditional marketing. It also generated three times as many leads. While the importance of advertising in traditional media is valid, your product content has a higher possibility of turning your customers into brand loyalists.

Through SEO, your rankings on search result pages, like Google, will be high and consistency in the creation of great product content will help you maintain that ranking. The major focus of SEO is increasing the relevance and authority, or quality and popularity, of your website. For your site to be optimized, it must use title tags displaying short previews of specific pages, metadata descriptions of pages to be seen on search pages, headlines, and body copy. Using keywords in the your content is also critical.

Oftentimes, marketers understand product content and SEO as separate. These actually blend together. We can go as far as saying that a symbiotic relationship exists between the two of them. While SEO can bring in the demands, your product content can fulfill those demands and keep customers coming for more. Your product content boosts your SEO and your SEO is all about your content.

Content is indeed king as SEO cannot thrive without it. In other words, your SEO dreams can only become reality if you deliver top-notch product content worthy of earning repeat customers. These customers must be willing to spread the word for you. For you to succeed in ecommerce, there must be a perfect blend between the two. They must also both complement each other. There’s really no shortcut to doing this.

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

How Product Content Influences Consumer Product Purchases

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

A good site lacking in great product content is one that does not see the need to reinforce the connection between their customers and the brand. This is because the existence of good content draws the consumers in; long enough to continue reading, discovering and clicking, longing to have the brand experience you are communicating to them.

The larger firms today are not capitalizing on their content because they know the benefits they are sure to derive. Through content, small startups have the opportunity to compete on a global scale with established brands on the web, scaling over the hurdles they may have encountered in the era before digitalization. There is no limit to the reach of content. Large companies, knowing there is an increase from all angles, are increasingly placing their bets on content marketing.

Content has the power to root a product in the minds of consumers, thus generating leads for the firm. The consistency of good content will generate interest in your site, making referral a possibility.

The production of informative, accurate, and valuable industry content will communicate your authority to your customers, building trust. By constantly feeding your customers with engaging content, they have a reason to invest in your brand. Of course, this investment could be their time, effort, or money. All of these can result in a customer becoming loyal for life.

Customer Loyalty is the End Goal

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

These times call for more personalized offerings solving the needs of customers. This is especially true for brands that want to achieve deeper customer engagement. Through your content, you communicate your expertise in a particular field and build customer trust in your customers. This trust will eventually translate into loyalty. Customer loyalty is reflected in a customers’ willingness to make repeat purchases from your brand, which is of high importance to a brand’s success.

Customer loyalty should be seen as a top strategic priority in firms, with emphasis on creating digital experiences that will be unique. When brands can surpass customers’ expectations and delight them, they will be turned into your biggest advocates. Brands that have customer loyalty as their end goal are well on their way to the top and will have a greater competitive advantage.

Studies show getting a new customer is six to seven times costlier than keeping an old one. So the goal should be turning existing customers into loyal ones, while still scouting new prospects. Remember, according to the White House Office of Consumer Affairs, “loyal customers are worth up to ten times as much as their first purchase.”

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

An Engaged Shopper Is a Happy Customer

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

Few brands understand the power they have through their product descriptions; this is why you find descriptions of one sentence or nothing at all. How do you convince your customers you are the best solution to their problems? Words used and information conveyed matter a lot.

For your descriptions to be persuasive, it should be unique and specifically tailored to your target market. It should also communicate key product selling points and necessary information. And it should do this in an easy to read format the customer understands. If customers do a quick scan, they should understand everything quickly.

The truth is product content isn’t just about writing compelling descriptions. You have to supply your customers with all the information they need to make decisions. These decisions should also add value to their lives. This will help you build a brand that will stand the test of time.

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

I do not think finding customers is the problem; they are everywhere once you define who your target market is. The challenge is to create tailored content compelling enough to make them want to know more about your product offerings. Do this by taking care of the key elements that make up engaging content. Finally, wrap them in the bow of consistency.

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

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

Product Content Mistakes You Never Want to Make

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

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

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

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

Inadequate Strategy Formulation and Planning

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

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

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

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

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

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

Making Use of Click-Bait Titles and Headlines

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

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

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

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

Poor Product Descriptions

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

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

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

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

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

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

How did you feel?

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

Ignoring the Appeal of Product Images and Relying Solely On Texts

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

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

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

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

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

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

Failing To Proofread Your Product Content before Publishing

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

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

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

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

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

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

Underestimating the Social Share Button

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

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

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

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

Omitting Your Contact Details

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

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

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

Non-Inclusiveness of Search Engine Optimization (SEO) Keywords

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

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

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

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

Little or No Customer Relationship Building

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

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

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

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

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

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

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

Bring It All Together  

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

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

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

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

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

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

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

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

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

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

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

How Great Product Content Helps You Stay Ahead of Competition

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

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

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

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

The importance of research in product content creation

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

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

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

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

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

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

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

The attraction and conversion goal of product content

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

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

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

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

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

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

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

Important tips to produce great product content

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

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

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

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

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

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

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

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

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

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

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

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

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

Social media and product content

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

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

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

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

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

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

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

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

Building your brand through product content

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

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

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

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

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

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

Conclusion

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

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

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

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

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

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

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

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

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

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

4 Disastrous Online Sales Mistakes to Stop Making Today

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

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

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

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

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

1. You Have Not Established the Basics of Online Sales

Know that there are no measurable goals

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

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

There is no focus on evidence

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

You are offering too many items for sale

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

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

You do not have back-end products

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

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

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

There are no opt-in offers

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

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

Utilize hover adverts

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

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

Your users are mobile but you are not

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

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

You do not create a sense of urgency

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

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

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

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

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

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

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

2. Your WEBSITE is not CONTENT compliant

You do not post content regularly

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

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

Your content is not shareable

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

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

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

There is a lack of buyer personas

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

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

Images are under-utilized

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

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

3. Your Strategy Is Not Geared Towards Achieving Additional Sales

You do not have enhanced purchasing buttons.

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

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

Your web pages lack a personal touch/feel

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

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

The presence of Inconsistencies

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

When you do not run a loyalty/reward program

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

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

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

Have you conveyed the impression of trustworthiness?

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

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

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

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

Are you missing a trust seal?

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

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

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

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

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

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

Organize Product Content to Best Support Search

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

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

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

General Tips

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

Come up with a clear Information structure

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

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

Set off with Critical Information

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

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

Display only relevant material

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

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

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

Show every relevant material

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

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

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

Be mindful of different audiences

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

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

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

Offer multiple entry points (where possible)

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

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

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

Think Customization

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

Go for Content hierarchies and employ natural language

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

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

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

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

Encourage users to enter comprehensive, rich and consistent metadata

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

Keep a handle on multilingual content

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

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

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

Make use of Authority Page

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

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

  1. Create original content

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

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

  1. Work to earn external links

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

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

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

  1. Infuse image elements

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

Give Content Clusters a shot

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

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

Usually, a content cluster consists of the following elements:

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

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

  1. Cluster Subtopic

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

  • Create Content and Appropriate Links

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

Implement Good navigation strategies

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

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

Consider Page theming

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

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

Archive unused and unimportant content

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

Test before Implementation

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

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

Conclusion

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

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

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

Preparing for Online Sales

Traditional channels have taken a backseat in the digital world of today. Gone are the days where you had to depend on face-to-face meetings with prospects and repeated sales calls before landing a sale. Do not get me started on the repeated inspections and meetings!

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

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

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

The problem with the sole use of traditional marketing channels

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

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

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

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

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

Digital marketing channels and the power of content creation

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

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

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

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

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

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

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.

Intimately understand your customers

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

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

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

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

What are your digital marketing goals exactly?

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

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

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

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

Determine the digital channels to be used

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 that content included on your site is tailored specifically to them.

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

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

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

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

Social media marketing

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

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

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

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

Search Engine Optimization

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

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

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

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

Email marketing

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

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

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

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

Pay-Per-Click (PPC) Advertising

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

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

Conclusion

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

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

Your traditional marketing methods and channels should support an already solid digital marketing effort. They should both not be used in isolation. It is not advisable for firms to solely depend on a digital channel and abandon the groundwork traditional channels can play. Thus, for optimum results in their dealings with current and prospective customers, 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 response time should be faster and complaints should be handled effectively.

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

All channels used must be regularly evaluated for adequate corrections to be made especially where goals are being deviated from and to enable smart decisions by management. The goal to be achieved still remains quality interactions with customers that can make a firm rooted in the minds of the customers.

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