The world has moved online, and the hope is that an economic rebound is underway. As the holiday season approaches, businesses big and small are optimistic about clocking unprecedented sales numbers. But that’s possible only when the product information they deliver is refurbished for the season. Since shoppers are constantly bombarded with information from a sea of products, standing out from the competition by maximally leveraging updated product content may be the most effective way to drive profits.
Is your product information ready?
The importance of product information
In this holiday season, a larger than usual percentage of shopping is likely to happen online. With big opportunities for brands on the digital shelf, delivering outdated content will be counterproductive.
Since product content is the only way consumers can find your product and decide whether or not to buy, it is critical you make strategic changes to your product content for the upcoming holidays. That will help you increase the number of consumers that view your offerings and eventually buy it.
Although discounts and offers are a great way to drive holiday sales, using a content-first approach in the holiday season is essential to attract customers, personalize shopping experiences, and strengthen loyalty. A strong content strategy can help:
- Make your brand more visible in the melee of online retailers
- Drive organic traffic to your website
- Showcase the authenticity of your brand
- Increase your online ratings and rankings
- Enhance the browsing experience
- Provide customers with the specific information they need
- Enhance customer trust
- Drive favorable purchasing decisions
Top tips to optimize your product information
With Black Friday, Cyber Monday, and Christmas around the corner, now is the time to work on your product information plan and amp it up to surpass your sales goals.
Here are the top tips to optimize your product information and make it ready for the online holiday shopping season:
- Understand your target audience: The process of developing engaging product content for the holiday season and delivering it across different channels begins with first understanding your target audience. It is only when you understand your audience that you can really deliver the content they need and expect. Understanding what websites your customers visit, what their preferences are, and what criteria they use to select and compare products is also important to bundle the right content, personalize the right experiences, and drive the right results.
- Give customers what they need: Savvy holiday shoppers today do a lot of research before they make a purchasing decision; anticipating their questions or concerns beforehand and providing them with detailed product descriptions that answer those questions is a great way to enhance the holiday shopping experience. Include attributes that are popular in your product page visits; monitor customers’ search history and incorporate features/benefits that fit their preferences. If possible, display ratings alongside your product and leverage keywords from feedback in your product descriptions to strike a chord with your audience and increase click-through rates.
- Streamline your content workflow: Getting your product content in front of every holiday shopper involves seamless and continuous coordination across many stakeholders and channels. Given the complexities of developing and maintaining updated, accurate, reliable, and consistent product content, it is important to analyze your current product content workflow, identify friction points, and then focus efforts and your investments on overcoming roadblocks. Consider centralizing and constantly updating product information for the holiday season, so each stakeholder only sees the right content.
- Revisit your product titles: When it comes to holiday SEO, product titles are invaluable. Therefore, revisiting your product titles and optimizing them accordingly for the holiday season can help improve your search ranking as well as the relevance of brand/products. Make sure to tweak your titles to make them more suited for the holidays; use standard language to grow organic traffic, including product types, and focus on keywords and phrases that are trending and relevant.
- Plan and schedule social content: Once you’ve brought your product descriptions up to speed for the holiday season, take the time to plan and schedule your social content as well. Social media is a great way to find and engage with new prospects; therefore, updating your social game by delivering rich content, answering questions, and responding to comments can help improve the experience customers have all across the buying journey - from awareness to comparison, consideration, and the final purchase.
Customers who are already overwhelmed by the sea of emails and social media ads need a lot more than plain vanilla product content during the holiday season. Driving efforts in updating (and enriching) your product information for the upcoming holidays is now essential to get noticed, stand out from the competition, and maximize your sales opportunities.