MARKETING
9 Effortless Ways to Write Creative Product Descriptions That Sell
The first contact any potential customer has with a product is the description. It’s hard to oversell how significant good product descriptions are for an eCommerce business.
Without a physical product to pick up and look at, the product will not fully exist in the mind of the potential shopper. All they have to engage with and be won over by are some words and images on a screen.
Creative product descriptions must work hard to paint an enticing picture and accurately describe the product features. When it comes to achieving conversions – getting a browser to become a buyer and clicking that vital ‘add to cart’ button – great product descriptions are like having a power dialer to communicate directly with your consumer base.
Knowing how crucial creative product descriptions are is one thing, but how does an online business ensure their product descriptions are the best they can be?
Here are nine key areas to cover to take the effort out of writing creative product descriptions.
1. Know Your Customers
Knowing your target customers is the first step in creating great product descriptions. It might sound counterintuitive to begin with customers rather than the product itself. But before you can set the tone and style, you need to get a handle on the buyer persona.
It is as important as having content to fit your audience when dealing with your website and marketing tactics. To make sure you know what your customers want, you should know who they are first.
Tracking how customers arrive at your website, what background and age group they might belong to, and what their interests and needs are likely to be; will allow you to tailor how you present the product to those potential buyers.
2. Sell the Benefits
Customers are looking for products that fulfill a need or fix a problem. If you bear this in mind, then you’ll see immediately which features will interest them. But describing every aspect of the specifications can be off-putting. Keep to the qualities your product has that will benefit your customer.
It is basically an extension of thinking about how the product fits the market. So, go back to your marketing plan and team. What are the main selling points of the item? How do these categorically match what you understand of your consumer base’s needs?
For example, if you are selling a mini refrigerator – of course, its power, materials, and design are important – but it is probably of more interest to a customer that it fits under a desk and that it holds 12 cans of cola.
Make a list of the key features that customers are most likely to care about. Describe your product in these terms.
3. Cut the Jargon
While manufacturers’ descriptions have all the specs on your product, it is not a great look to overly rely on their jargon and word choice. As with business text messaging, you want clarity and economy of communication; wordy descriptions can hide the product benefits and features.
Another reason for not including too much of the manufacturer’s information is that you may not be the only online firm selling a particular product. You want to make your company stand out. Surprisingly, although customers might see the same product on various sites, clear, well-written product descriptions can help sway customer opinion and encourage them to choose your company to supply what they need.
It’s wise to check how your competitors have described the same or similar products. Imagine you are a customer; ask yourself which technical words or phrases are jarring or hard to understand? Can you think of a better way of outlining the product’s key features and benefits?
4. Powerful but Natural Language
Getting an emotional response is a sure way to pique interest and make a product attractive. Make sure you choose powerful language; this does not mean exaggerated or overblown. Describing every product as the best or biggest, or most luxurious can be grating and tends to create disbelief in your audience. People know when they are being given a hard sell.
Be clear but subtle in your language choice. Maybe there is a better way of saying that something is value for money or user-friendly. Be wary of overused words and try to choose something more natural but no less impactful.
In short, word choice matters with product descriptions as much as product names and domains; just look at domain names Australia.
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5. All the Senses
Think about the senses a customer might use in reality to choose a product. Your online customers can’t pick up your products, so it is very important to replicate these sensory experiences in your product description.
Consider the product’s texture, taste, smell, sound, and visual qualities. Choose adjectives that paint a sensory picture, and allow your customers to ‘virtually’ hold the product in their hands.
Of course, you don’t want to get carried away with flowery descriptions, which would force customers to search out the facts. But a few well-chosen adjectives can engage a customer’s senses and make them far more likely to make a purchase.
6. Tell a Story
Creative product descriptions are about telling stories, very short stories, but stories nonetheless. By ‘story’ we do not mean paragraphs of narrative, it’s just a way of adding an attractive element to the information. The story might be woven between the facts to bring them to life or be a separate, mini element. It might consist of information about where the product came from, who invented it, or was inspired to create it.
Stories can also be images or descriptions that show the customer what it might be like to own the product; how it might look in their office, home, or garden.
As with your choice of language, stories are important for grabbing the emotions and attention of your customer.
7. Scannable
In writing your beautifully crafted product description, it’s worth bearing in mind how short the human attention span is, especially when reading text. For this reason, it is even more imperative to grab your customers’ attention from the get-go.
Keep key parts of your description short and sweet, and make them stand out. If you want to direct customers to a digital catalog where more products can be viewed, make that link clear and easy to click on.
Most of us scan text to find the information we want. For this reason, it is very important to make your product description clear and easy to digest in its layout and choice of font. Bullet points and words in bold help a reader take in the text quickly. Large chunks of text, however well-written, can make them switch off.
8. Write For Humans, but Include SEO
As we’ve seen, keeping your customer in mind as you compose creative product descriptions is the key to staying on track and including the right language to steer consumers to conversions and sales. But of course, optimizing your content for search engines using keywords is also important.
The key tip here is to appeal to those search engines without turning off your human target customer.
It’s a good idea to check the keywords used by your competitors, as well—using online tools to identify those favored in searches. It’s best to have the main keyword in your product title as this boosts your product visibility.
But never be tempted to cram in the keywords at the expense of a good product description. Remember; keywords help your consumer find your product, but they do not necessarily make the product description easier to digest.
9. Quality Images
We have talked a lot about text, but alongside any successful creative product description is a quality image or images. Being able to see the product is key for most consumers. The trick, however, is to make your images as strong as your text; otherwise, you risk that they detract from rather than enhance your description.
The chances of ecommerce business success are greatly increased if your product descriptions look and sound good. Make sure your images show any key features clearly and help tell the story of your product.
Be Creative, Convincing, and Clear
Getting your prospective customer to click the purchase button is like getting a client to sign on the dotted line, physically or via docusign alternatives.
It can be a hard-won result, however great your products are. Your website and products are competing with an ocean of similar online businesses, all shouting for the attention of consumers. Getting traffic to your site is the first hurdle, you don’t want to fall at the next by having product descriptions that don’t do your products justice.
Remember, you are talking to a human being, but don’t neglect SEO. Tell a story and appeal to the senses; sell the benefits, but don’t hard sell. But most of all, to make your product descriptions shine: be creative, be clear, and you will convince your customers to choose your products.
MARKETING
Tinuiti Marketing Analytics Recognized by Forrester
Rapid Media Mix Modeling and Proprietary Tech Transform Brand Performance
Tinuiti, the largest independent full-funnel performance marketing agency, has been included in a recent Forrester Research report titled, “The Marketing Analytics Landscape, Q2 2024.” This report comprehensively overviews marketing analytics markets, use cases, and capabilities. B2C marketing leaders can use this research by Principal Analyst Tina Moffett to understand the intersection of marketing analytics capabilities and use cases to determine the vendor or service provider best positioned for their analytics and insights needs. Moffett describes the top marketing analytics markets as advertising agencies, marketing dashboards and business intelligence tools, marketing measurement and optimization platforms and service providers, and media analytics tools.
As an advertising agency, we believe Tinuiti is uniquely positioned to manage advertising campaigns for brands including buying, targeting, and measurement. Our proprietary measurement technology, Bliss Point by Tinuiti, allows us to measure the optimal level of investment to maximize impact and efficiency. According to the Forrester report, “only 30% of B2C marketing decision-makers say their organization uses marketing or media mix modeling (MMM),” so having a partner that knows, embraces, and utilizes MMM is important. As Tina astutely explains, data-driven agencies have amplified their marketing analytics competencies with data science expertise; and proprietary tools; and tailored their marketing analytics techniques based on industry, business, and data challenges.
Our Rapid Media Mix Modeling sets a new standard in the market with its exceptional speed, precision, and transparency. Our patented tech includes Rapid Media Mix Modeling, Always-on Incrementality, Brand Equity, Creative Insights, and Forecasting – it will get you to your Marketing Bliss Point in each channel, across your entire media mix, and your overall brand performance.
As a marketing leader you may ask yourself:
- How much of our marketing budget should we allocate to driving store traffic versus e-commerce traffic?
- How should we allocate our budget by channel to generate the most traffic and revenue possible?
- How many customers did we acquire in a specific region with our media spend?
- What is the impact of seasonality on our media mix?
- How should we adjust our budget accordingly?
- What is the optimal marketing channel mix to maximize brand awareness?
These are just a few of the questions that Bliss Point by Tinuiti can help you answer.
Learn more about our customer-obsessed, product-enabled, and fully integrated approach and how we’ve helped fuel full-funnel outcomes for the world’s most digital-forward brands like Poppi & Toms.
The Landscape report is available online to Forrester customers or for purchase here.
MARKETING
Ecommerce evolution: Blurring the lines between B2B and B2C
Understanding convergence
B2B and B2C ecommerce are two distinct models of online selling. B2B ecommerce is between businesses, such as wholesalers, distributors, and manufacturers. B2C ecommerce refers to transactions between businesses like retailers and consumer brands, directly to individual shoppers.
However, in recent years, the boundaries between these two models have started to fade. This is known as the convergence between B2B and B2C ecommerce and how they are becoming more similar and integrated.
Source: White Paper: The evolution of the B2B Consumer Buyer (ClientPoint, Jan 2024)
What’s driving this change?
Ever increasing customer expectations
Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels.
Forrester, 68% of buyers prefer to research on their own, online . Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels
Technology and omnichannel strategies
Technology enables B2B and B2C ecommerce platforms to offer more features and functionalities, such as mobile optimization, chatbots, AI, and augmented reality. Omnichannel strategies allow B2B and B2C ecommerce businesses to provide a seamless and consistent customer experience across different touchpoints, such as websites, social media, email, and physical stores.
However, with every great leap forward comes its own set of challenges. The convergence of B2B and B2C markets means increased competition. Businesses now not only have to compete with their traditional rivals, but also with new entrants and disruptors from different sectors. For example, Amazon Business, a B2B ecommerce platform, has become a major threat to many B2B ecommerce businesses, as it offers a wide range of products, low prices, and fast delivery
“Amazon Business has proven that B2B ecommerce can leverage popular B2C-like functionality” argues Joe Albrecht, CEO / Managing Partner, Xngage. . With features like Subscribe-and-Save (auto-replenishment), one-click buying, and curated assortments by job role or work location, they make it easy for B2B buyers to go to their website and never leave. Plus, with exceptional customer service and promotional incentives like Amazon Business Prime Days, they have created a reinforcing loyalty loop.
And yet, according to Barron’s, Amazon Business is only expected to capture 1.5% of the $5.7 Trillion addressable business market by 2025. If other B2B companies can truly become digital-first organizations, they can compete and win in this fragmented space, too.”
If other B2B companies can truly become digital-first organizations, they can also compete and win in this fragmented space
Joe AlbrechtCEO/Managing Partner, XNGAGE
Increasing complexity
Another challenge is the increased complexity and cost of managing a converging ecommerce business. Businesses have to deal with different customer segments, requirements, and expectations, which may require different strategies, processes, and systems. For instance, B2B ecommerce businesses may have to handle more complex transactions, such as bulk orders, contract negotiations, and invoicing, while B2C ecommerce businesses may have to handle more customer service, returns, and loyalty programs. Moreover, B2B and B2C ecommerce businesses must invest in technology and infrastructure to support their convergence efforts, which may increase their operational and maintenance costs.
How to win
Here are a few ways companies can get ahead of the game:
Adopt B2C-like features in B2B platforms
User-friendly design, easy navigation, product reviews, personalization, recommendations, and ratings can help B2B ecommerce businesses to attract and retain more customers, as well as to increase their conversion and retention rates.
According to McKinsey, ecommerce businesses that offer B2C-like features like personalization can increase their revenues by 15% and reduce their costs by 20%. You can do this through personalization of your website with tools like Product Recommendations that help suggest related products to increase sales.
Focus on personalization and customer experience
B2B and B2C ecommerce businesses need to understand their customers’ needs, preferences, and behaviors, and tailor their offerings and interactions accordingly. Personalization and customer experience can help B2B and B2C ecommerce businesses to increase customer satisfaction, loyalty, and advocacy, as well as to improve their brand reputation and competitive advantage. According to a Salesforce report, 88% of customers say that the experience a company provides is as important as its products or services.
Market based on customer insights
Data and analytics can help B2B and B2C ecommerce businesses to gain insights into their customers, markets, competitors, and performance, and to optimize their strategies and operations accordingly. Data and analytics can also help B2B and B2C ecommerce businesses to identify new opportunities, trends, and innovations, and to anticipate and respond to customer needs and expectations. According to McKinsey, data-driven organizations are 23 times more likely to acquire customers, six times more likely to retain customers, and 19 times more likely to be profitable.
What’s next?
The convergence of B2B and B2C ecommerce is not a temporary phenomenon, but a long-term trend that will continue to shape the future of ecommerce. According to Statista, the global B2B ecommerce market is expected to reach $20.9 trillion by 2027, surpassing the B2C ecommerce market, which is expected to reach $10.5 trillion by 2027. Moreover, the report predicts that the convergence of B2B and B2C ecommerce will create new business models, such as B2B2C, B2A (business to anyone), and C2B (consumer to business).
Therefore, B2B and B2C ecommerce businesses need to prepare for the converging ecommerce landscape and take advantage of the opportunities and challenges it presents. Here are some recommendations for B2B and B2C ecommerce businesses to navigate the converging landscape:
- Conduct a thorough analysis of your customers, competitors, and market, and identify the gaps and opportunities for convergence.
- Develop a clear vision and strategy for convergence, and align your goals, objectives, and metrics with it.
- Invest in technology and infrastructure that can support your convergence efforts, such as cloud, mobile, AI, and omnichannel platforms.
- Implement B2C-like features in your B2B platforms, and vice versa, to enhance your customer experience and satisfaction.
- Personalize your offerings and interactions with your customers, and provide them with relevant and valuable content and solutions.
- Leverage data and analytics to optimize your performance and decision making, and to innovate and differentiate your business.
- Collaborate and partner with other B2B and B2C ecommerce businesses, as well as with other stakeholders, such as suppliers, distributors, and customers, to create value and synergy.
- Monitor and evaluate your convergence efforts, and adapt and improve them as needed.
By following these recommendations, B2B and B2C ecommerce businesses can bridge the gap between their models and create a more integrated and seamless ecommerce experience for their customers and themselves.
MARKETING
Streamlining Processes for Increased Efficiency and Results
How can businesses succeed nowadays when technology rules? With competition getting tougher and customers changing their preferences often, it’s a challenge. But using marketing automation can help make things easier and get better results. And in the future, it’s going to be even more important for all kinds of businesses.
So, let’s discuss how businesses can leverage marketing automation to stay ahead and thrive.
Benefits of automation marketing automation to boost your efforts
First, let’s explore the benefits of marketing automation to supercharge your efforts:
Marketing automation simplifies repetitive tasks, saving time and effort.
With automated workflows, processes become more efficient, leading to better productivity. For instance, automation not only streamlines tasks like email campaigns but also optimizes website speed, ensuring a seamless user experience. A faster website not only enhances customer satisfaction but also positively impacts search engine rankings, driving more organic traffic and ultimately boosting conversions.
Automation allows for precise targeting, reaching the right audience with personalized messages.
With automated workflows, processes become more efficient, leading to better productivity. A great example of automated workflow is Pipedrive & WhatsApp Integration in which an automated welcome message pops up on their WhatsApp
within seconds once a potential customer expresses interest in your business.
Increases ROI
By optimizing campaigns and reducing manual labor, automation can significantly improve return on investment.
Leveraging automation enables businesses to scale their marketing efforts effectively, driving growth and success. Additionally, incorporating lead scoring into automated marketing processes can streamline the identification of high-potential prospects, further optimizing resource allocation and maximizing conversion rates.
Harnessing the power of marketing automation can revolutionize your marketing strategy, leading to increased efficiency, higher returns, and sustainable growth in today’s competitive market. So, why wait? Start automating your marketing efforts today and propel your business to new heights, moreover if you have just learned ways on how to create an online business
How marketing automation can simplify operations and increase efficiency
Understanding the Change
Marketing automation has evolved significantly over time, from basic email marketing campaigns to sophisticated platforms that can manage entire marketing strategies. This progress has been fueled by advances in technology, particularly artificial intelligence (AI) and machine learning, making automation smarter and more adaptable.
One of the main reasons for this shift is the vast amount of data available to marketers today. From understanding customer demographics to analyzing behavior, the sheer volume of data is staggering. Marketing automation platforms use this data to create highly personalized and targeted campaigns, allowing businesses to connect with their audience on a deeper level.
The Emergence of AI-Powered Automation
In the future, AI-powered automation will play an even bigger role in marketing strategies. AI algorithms can analyze huge amounts of data in real-time, helping marketers identify trends, predict consumer behavior, and optimize campaigns as they go. This agility and responsiveness are crucial in today’s fast-moving digital world, where opportunities come and go in the blink of an eye. For example, we’re witnessing the rise of AI-based tools from AI website builders, to AI logo generators and even more, showing that we’re competing with time and efficiency.
Combining AI-powered automation with WordPress management services streamlines marketing efforts, enabling quick adaptation to changing trends and efficient management of online presence.
Moreover, AI can take care of routine tasks like content creation, scheduling, and testing, giving marketers more time to focus on strategic activities. By automating these repetitive tasks, businesses can work more efficiently, leading to better outcomes. AI can create social media ads tailored to specific demographics and preferences, ensuring that the content resonates with the target audience. With the help of an AI ad maker tool, businesses can efficiently produce high-quality advertisements that drive engagement and conversions across various social media platforms.
Personalization on a Large Scale
Personalization has always been important in marketing, and automation is making it possible on a larger scale. By using AI and machine learning, marketers can create tailored experiences for each customer based on their preferences, behaviors, and past interactions with the brand.
This level of personalization not only boosts customer satisfaction but also increases engagement and loyalty. When consumers feel understood and valued, they are more likely to become loyal customers and brand advocates. As automation technology continues to evolve, we can expect personalization to become even more advanced, enabling businesses to forge deeper connections with their audience. As your company has tiny homes for sale California, personalized experiences will ensure each customer finds their perfect fit, fostering lasting connections.
Integration Across Channels
Another trend shaping the future of marketing automation is the integration of multiple channels into a cohesive strategy. Today’s consumers interact with brands across various touchpoints, from social media and email to websites and mobile apps. Marketing automation platforms that can seamlessly integrate these channels and deliver consistent messaging will have a competitive edge. When creating a comparison website it’s important to ensure that the platform effectively aggregates data from diverse sources and presents it in a user-friendly manner, empowering consumers to make informed decisions.
Omni-channel integration not only betters the customer experience but also provides marketers with a comprehensive view of the customer journey. By tracking interactions across channels, businesses can gain valuable insights into how consumers engage with their brand, allowing them to refine their marketing strategies for maximum impact. Lastly, integrating SEO services into omni-channel strategies boosts visibility and helps businesses better understand and engage with their customers across different platforms.
The Human Element
While automation offers many benefits, it’s crucial not to overlook the human aspect of marketing. Despite advances in AI and machine learning, there are still elements of marketing that require human creativity, empathy, and strategic thinking.
Successful marketing automation strikes a balance between technology and human expertise. By using automation to handle routine tasks and data analysis, marketers can focus on what they do best – storytelling, building relationships, and driving innovation.
Conclusion
The future of marketing automation looks promising, offering improved efficiency and results for businesses of all sizes.
As AI continues to advance and consumer expectations change, automation will play an increasingly vital role in keeping businesses competitive.
By embracing automation technologies, marketers can simplify processes, deliver more personalized experiences, and ultimately, achieve their business goals more effectively than ever before.
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