Statistics say that 87% of consumers consider product description almost fundamental when making a purchase decision after price data, and 20% of possible purchase refusals can be the result of missing or unclear product information. The product description is like a part of a digital marketing strategy. We can see that description on the post in social media, so this is definitely the part of a social media marketing strategy because every effective social media marketing strategy is to give creative solutions and with description, you can do that.
Determine who your customer is
Determining the target audience is the whale of e-commerce and, in general, any business. To successfully write about product features that resonate with your potential buyers, you need to know who they are.
To create a portrait of your ideal customer for your online store, answer the following questions:
- What are the demographics of your buyers?
- What are they interested in?
- What language do they speak?
- What form of communication do they like? (formal or informal)
- How do they spend their free time?
- How do they find your site?
- What piques their interest in your shop?
To collect more data to determine the target audience, interview existing customers. Find out their food preferences, how they behave when choosing a product, and what products they buy regularly.
Focus on the benefits
Your customers don’t come to your store to chat or just to increase your traffic. They do know exactly what your new product is capable of. Does it have the best price? Does it have a warranty? What are its features and advantages over other similar products sold by your competitors? How will your product surprise them?
Begin with your product’s features. If you sell shoes, for example, include details such as size, material, color, shoe weight, and insole length. The Features section should be comprehensive and tell consumers everything they need to know about what makes your product special.
Then uncover the benefits. In the shoe example, benefits might include things like comfort, flexibility, odor resistance, wet and dry traction, and versatility when paired with different bows. Turn on your fantasy. After all, your shoes are special.
Stay true to your brand voice
If your brand comes off as professional, so should your product description. If your brand is snarky, then so should your product descriptions. Is your company’s name amusing? When creating your product description, be amusing. Your company’s essence and philosophy should be conveyed in the description.
Tell your story
Every good story has a beginning, middle, and end. Unless, of course, you are one of the authors of the Game of Thrones. And your store is definitely a good story. You must provide a complete story about your brand and its creation that will resonate with your readers. This doesn’t mean you have to write a novel, but at the same time, your product description shouldn’t just be a list of features and benefits.
Put a piece of your soul into the texts. Be open with your clients. Help your customers visualize a real-life scenario where your product solves their problem. The goal is to create a storyline where the reader is the hero and your product is the tool that allows them to succeed.
Use Active Persuasion Language
The truth is that some words are simply more persuasive than others. In fact, experts tested all sorts of languages to come up with 189 words and phrases that actually improve conversion rates.
Research shows that humans have a shorter attention span than a goldfish — a bleak eight seconds.
This means it’s important to make your content easy to digest. For example, create a bulleted list. So that customers can click on the image of the product they are interested in and quickly read a preview of the full information about it. A double click will redirect the buyer to a page with a detailed description of the product.
The text should be structured and understandable. Highlight the main thing in a different color or in a different font.
SEO copy optimization
Search Engine Optimization (SEO), including identifying and using relevant keywords for your products, should be an important part of the writing process for your products.
The world of SEO is constantly changing along with Google’s algorithms. So what works one day may not work the next. However, several keyword tactics have shown to be effective over time, such as avoiding duplicate material and incorporating keywords in the following locations:
- Page Title
- The product’s name
- Product description
The keywords you use in your text help Google and other search engines determine the content of the page. This information is then used to determine how to rank your site on the search engine results page (SERP) so that relevant results are shown to people who have already entered queries similar to your page into the search engine.
Add quality photo and video
63% of consumers believe that good images are more important than written product descriptions. Don’t skimp on good product photos and video reviews. They always pay for themselves. Especially if you are actively promoting your store on social networks.
Photographers are photographers, but if you do not have the budget, you can master the preparation of photo and video content on your own. In addition to professional shots, you can safely shoot and record videos on a good smartphone. Many applications will help bring the result to the ideal.
Are you ready to grow your business?
Simply put, there is far more reason to invest in strategic digital marketing than there is no reason. An excellent digital marketing company will work with you to meet your unique business needs and your budget. If you’ve been thinking about investing in strategic digital marketing, now is the time to start. Before long, you may have no choice.
Now is a wonderful time to invest in smart digital marketing for your company, if you haven’t already.