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.