How to Customize Content Across Your Sales Channels
Salsify | June 14, 2018
Your brand’s product content syndication strategy is implemented and thorough, accurate, and well-timed content is being delivered without disruption. Now the data insights are rolling in. Congrats! Your brand is reaching more consumers through search and comparison engines.
Now, it’s time to use those insights to customize the product content across all your channels and more intuitively help shoppers complete their product quest.
Why is content customization important?
Customization helps consumers have individualized experiences with your products. These personal and relevant interactions hook and more efficiently engage the consumer, leading to increased sales.
We found 78% of consumers are likely, very likely, or extremely likely to buy when the product page content is more personally relevant to them. That is, when the images, videos, text, and reviews aid shoppers in their product discovery. When done well, the product content appears to be created and written for the consumer personally, answers their specific questions, and ultimately guides them to the best-fitting product.
Keep in mind, customization is not the same as publishing accurate and up-to-date product content. It’s a step further. And, comes after implementing a syndication strategy across Google Shopping, Bing Shopping, social media like Facebook and Instagram, and different large retailers like Amazon and Walmart.
How to customize content across your sales channels
1. Analyze product page performance
Take another look at the number of images, length of bullets, and the quality of content. Are the features included on your product pages helping or hindering conversion? Do consumers fall off or move on to buy after reviewing your page? Is there enough information?
Notice where shoppers get stuck, improve those areas, and integrate the changes into the frequent product refreshes you should be making anyway.
2. Collect search terms from your site’s search bar
These keywords are a gold mine for consumer research. At your fingertips is a list of what your consumers want. Incorporate these terms into the written product details to further guide consumers and personalize the experience.
3. Curate your SEO term list, then re-curate, and then do it again
Review the most popular search terms on a regular basis, and delete nonperformers. Doing so will remove dead weight and rank your products higher in relevant searches. Also, incorporate these terms into the written product details like those collected from the search bar.
4. Keep tabs on your retailers
Brand compliance should be a priority and this means keeping on top of the content your retailers publish. Automated syndication helps, but brands should also actively evaluate the presentation of their products and identify where and when retailers are falling short in representing your brand.