Category Archives: Product Descriptions

#Marketing Tips from an Unsuspecting Italian Leather Shop Owner

The leather aroma emanating from Dante’s Leather Shop Sas in Florence– or Firenze, as the Italians call it, was hard to resist. There were many pop up tents on the cobblestone street with vendors displaying leather jackets, but this store seemed real—something requiring rent and a permit.  I wasn’t looking for a fake coat, but a reputable product as a birthday present for my husband.

Greet the Customer.Italian store

After two minutes eyeballing a multitude of coats, I spotted one I liked and a stocky, older gentleman approached me.  He asked in Italian if he could help me. When I asked in Spanish if he spoke English, he quickly obliged and began his pitch.

But, I wasn’t ready to buy. I just wanted to know if

  1. the leather was real,
  2. would the coat fit my husband,
  3. and how much the coat cost.

Demonstrate the Product.

He showed off this particular long jacket like it was a prop in a Penn and Teller act.

To answer my first question, he pulled out a lighter and held the flame against the outside of the coat. It did not ignite. “If it was a fake it would burn,” he said.

I don’t know if the lighter thing is true or not, but having grown up around saddles, I could smell the leather and trusted my nose. I was intrigued by his magic trick and felt comfortable moving from question one to question three.

Overcome Objections.

How much? (That would give me another indicator as to the validity of his answer to question one.)  He gave me a price and I put the coat back on a hanger. Holy cow. These are expensive.

He paused, stopped me, and walked to his counter, returning with an envelope.

“Let me show you how I’m going to save you 14%,” he said, as he detailed the duty free procedures he’d and I‘d follow, so that I’d receive a refund of Italy’s retail tax.  He pulled out past receipts and explained how it worked for other customers. (So, jump on the bandwagon.)

Since this was my first store and leather shopping experience in 2015, I wasn’t sure if his base price was legit.  I wasn’t ready to buy, but kept listening.

“This is a gentleman’s coat,” he said, brushing the length of the jacket with the back of his hand and straightening the collar. “A beautiful coat!  Notice the two tones. This is a popular style for men today.  What size is your husband?”

I had no idea. “He’s taller than you, but not as stocky in the shoulders,” I said.

Without missing a beat, the man put the coat on and said, “And he probably doesn’t have as big of a belly. I apologize. I enjoy our Italian pasta too much.” The ice was broken and I smiled.

The coat looked tight. Then, I remembered pictures I had on my phone and found them. Before holding my phone to look at the pictures, the salesman politely asked, “May I?” Just a small detail, but he knew enough to ask permission before he continued moving me through the sales funnel.

In the photo, I was standing next to my husband on the beach. The craftsman immediately put the coat back on the hanger and pulled out another size.  “This is the one,” he announced.

“Are you sure?” I asked.

He wasn’t insulted, but assured me after fitting so many men, that he knew his sizes.  He also gave me his card and said that if he was wrong, I could return the coat and he’d send the correct size.  This didn’t 100% comfort me, as I imagined shipping charges between countries and the uncertainty of dealing with issues from afar, but he was trying and answered with patience.

My final concern was the train travel ahead and the coat getting stolen during the journey. I once again put it back on the hanger and the man’s face fell. I’m sure he thought he’d never see me again because time and distance kills many sales. “I am coming back through the area in a couple days,” I said.  “I’ll swing by then.”

He nodded and I left.  Truthfully, I wasn’t sure if I’d be back.  I breathed easier after leaving. I was free of the pressure to buy, but over the next couple days, I looked online at leather coats and found most to be more expensive. I also browsed other leather shops in the area and found that Dante’s price was indeed reasonable.  The coat would be a good buy and a classy gift for my husband.  So, I went back and bought it.

Apply Interpersonal Salesmanship to Digital Marketing

We can learn from this Italian businessman.  He did not intend to teach anything, but we can connect these parallel digital applications.

Invest in a legitimate website.

Don’t skimp on a pop up tent that’s a few pages with thin offerings of products and content. Invest in a mobile-friendly site and plan your navigational flow to include each category offering you sell.  By now, you’ve heard that Google’s mobile-friendly algorithm goes live April 21, 2015. Pay the money to sell from a proper site and hire writers to produce relevant and convincing content. Shoppers want to shop where carts are secure, pages quickly render, and flawless images and words are helpful.

Offer your assistance before the customer leaves.

Give customers a few moments to look through your store, but do greet them.  Many online businesses provide chat services to help shoppers find products or ask questions.  These can annoy, so configure your settings appropriately to avoid chasing away potential customers with pushiness.

Anticipate shopper questions.

Shoppers ask the same questions and have the same concerns that other shoppers express. Overtime, you learn what customers will ask. Answering these repetitive questions can get tiring.  However, customers want to feel important. Thoroughly and patiently answer each question. Whether in person or through the Internet, you’ll improve sales with a one-on-one approach.

The Italian shop keeper answered questions in the order I asked them.  He didn’t jump ahead to other predictable topics. He answered what I wanted to know when I wanted to know it. Another customer might have asked the same questions, but in a different order.  He didn’t assume I was someone else.  He personalized his answers to my agenda.

Your website should thoroughly answer the questions that are asked every day in your store. Create videos or FAQ pages to explain common or complex information. Give customer traffic the flexibility to choose what they want to know when they want to know it. Offer product reviews on your site for the insight and comfort other customers provide.

Speak your customer’s language.

Later in my trip, I walked into a café where the cashier was not going to try to speak English or even meet me in the middle with Spanish. Ridiculous, right?

Not really.

It’s easy to forget that your website might be giving the same cold shoulder to potential leads from abroad. If you want more tourists to buy, communicate in the language and with the expressions they understand. The leather shop owner quickly adapted his initial greeting from Italian to English, overcoming my first sales hurdle—language inadequacy. You might consider offering an online chat service in multiple languages for customers who visit your site.  Thank goodness for Google Translate, but even so, can you make your site friendlier to foreign shoppers? Is your site’s reading level accurate for various ages and fluencies of your customers?

Know and love your product like a craftsman.

The Italian store owner knew his product and business. Your website should also demonstrate your breadth of expertise. Provide details and demonstrate passion for what you’re selling. Think of concrete word pictures, phrases, and examples to help customers visualize using your products. Offer images with close ups and 360 degree views. What might the product look like on a small, medium, or large person?

Know your competition and how well your products are priced, as compared to competitor’s products.  Some companies have in-house experts write their content and then hire content companies to edit for SEO-friendliness, grammar, and usage.

Be polite.

Your brand’s tone does make a difference.  Respect your customer’s intelligence and interest with the words you choose.

Offer a no hassle return policy.

If you offer a great product, then your return policy ought to be friendly to offset customer indecisiveness or concerns about your legitimacy. A no hassle return policy communicates that your business is for real.

Let your customer leave.

If you’ve accurately priced your product and you know that your product is of quality, then don’t sweat when a customer leaves.  Sometimes people need space to see that you offered a good deal.

But honestly, the Italian shop owner knew my leaving wasn’t ideal. You will lose a percentage of sales when potential customers leave, so address their concerns while in your store without being pushy. Some retailers provide competitor comparison charts on sub-category or product pages to demonstrate competitive price or product details. The Italian shop owner offered to directly ship the coat overseas so I wouldn’t have to carry it with me—an alternative that I determined was too expensive, but at least he was accomodating.

After the sale, invite customers to return.

It was a simple phrase the man said after the coat was in the bag and I was leaving the store…

“Thank you for shopping with us.  I hope next time you visit Florence, you will treat yourself to something, as well.”

Oh gosh. That was good.

He’s right. What about me?

Unknowingly, I wrestled with my pragmatic inner-voice. It scolded, “You got the trip. Your husband gets the birthday coat.” But, another inner-voice snapped back, “The salesman is right. You deserve this. You could be getting a good deal, too!”

What a smart phrase to zing customers with at the end.

Be an expert salesman online.

Whether you’re a shop keeper with one store and no online presence or a major retailer with thousands of SKUs and hundreds of global stores, finely tuned inter-personal skills applied to each and every transaction add up over time.  Bring those traditional business practices to today’s platforms and you’ll increase sales like a pro.

 

~Jean

 

 

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Filed under Algorithms, Audience, Branding, Capturing Audience, Customer Profile, E-Tail Category Content, Marketing, Merchandising, Personas, Product Descriptions, Reviews, Sales, SEO (Search Engine Optimization), Words Which Sell

What Have We Learned about Consumers from Parsing Big Data?

If you’ve shopped recently (whether in a store or online), you may have been asked for a phone number or email address, or maybe both. Have you ever wondered why you’re being asked for information more often than previous years? The answer is simple—companies are gathering data and watching buying patterns to learn more about consumers as a whole. Even if your information isn’t collected, your transaction is later analyzed to determine when certain items were bought and what to send to that store’s inventory for the following year, as most companies base their performance against last year’s (LY’s) numbers. This data that is collected is referred to as big data, a term that is essentially used to explain the large growth and quick availability of both structured and unstructured data and information (SAS).

Categories of Data

The SAS Institute explains three categories often looked at when analyzing this data: volume, velocity, and variety. While the volume of data being collected is growing higher all the time, storage of the collected data is not as big a problem as it previously was—data storage costs are decreasing. So, with the volume of data being collected at a fast pace, the question becomes how to determine the relevance of the data collected and how to make the data valuable. Data comes in a wide variety of both structured and unstructured formats—everything from structured numeric data (such as data gathered from transactions) to unstructured text documents such as emails or social media activity.

What Can the Analysis of Big Data Change?

In an article with Forbes, we learn from Kurt Abrahamson (CEO of ShareThis) exactly what can be done with data gathered. Data gathered by companies through social media is as simple as clicking a “like” button on something and then “sharing” it on with your friends and family on a social media network. Whether it’s an article, a blog post, a product, a video, or anything else you can think of, once it’s “liked,” analytics companies create a profile which is then given to advertisers. This is how major companies reach out and find new customers.

Once companies have data on potential customers, they must find a way to appeal to new customers while keeping current customers happy. Thinking about this from a content perspective, we must sell products (in a storefront or online) by making them appealing to customers. In a physical store, the story is told with the products themselves, through the way they are organized. However, as Internet Retailer points out, many more consumers are shopping online. This means that insightful content is going to continue to be valued on company websites.icons

Specific and detailed descriptions of products and services will make a huge difference when it comes to the success or failure of e-stores. Look at some product descriptions on an e-store. Are they clear and concise? Do they give you a reason to want the product? Is there a way for the product to be rated by the consumer? Perhaps they even suggest a use! For example:

  • These jeans are made with a stretch denim and come in a variety of sizes to fit everyone.
  • Our most-loved, boot-cut jeans feature the classic, 5-pocket design and are made with soft, stretch denim. All are available in sizes 0 to 13!

Which would you buy?

What Does Big Data Tell Us About Consumers?

Essentially, by watching and tracking what is bought and read online, we can learn a lot about consumers. There are some things that are bought a certain seasons, such as school supplies. However, when a family that buys the standard yearly school supplies also buys a new laundry hamper, shower caddy, storage totes, cleaning supplies, and a closet organizer, it’s an indication that they are either moving or their child is going away to college—that’s a major life change worth tracking. According to an article in the New York Times, the most common time of life for buying patterns to change is around the time a child is born. Not during the planning stages, but during the last few weeks leading up to the birth and the first few weeks after, when parents are exhausted and begin weighing options of cost, brand, and reviews. After the baby is born, parents are often hit with a massive flow of offers, deals, coupons, and other things pertaining to their new baby—content and reviews may play a part in which product parents will buy.

Analyzing big data can tell us a variety of things about consumers—what’s going on in their lives, what their favorite brands are, during what time of year they purchase certain items, and so on. Companies are also able to make data-driven decisions about what products to bring out at what part of the year, what products are in a higher demand with consumers, and even in what part of the country certain products sell better. By tracking and gathering data, companies will be able to watch where the traffic is going to better concentrate their marketing and content efforts. ~Holly

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Filed under Analytics, Business Strategy, Holiday Blog, Merchandising, Product Descriptions, Sales

How Well is Your Online Store Organized?

Heading into the back-to-school and holiday season, most retail stores and companies are going to be brushing up on their visual marketing skills as well as scrubbing down their stores and inventory to ensure the easiest shopping for customers. A clean, well-organized store will make for happy customers that will be likely to return and shop with you in the not-so-hectic seasons. Those customers will also be more likely to inform their friends about the service and great products they found at your store. All that’s left is making sure your store and ready for the quickly-approaching holiday season!

Update Pages

Image courtesy of Annie's

Image courtesy of Annies

The first (and easiest) step is to go through the inventory and update pages. Make sure pictures, prices, titles, and descriptions are all up-to-date—this is a great chance for you to refresh some older titles and descriptions. Update the language to be more descriptive and catchy so you’re sure to catch the attention of your customers. For example, instead of writing “This product will be of good use in the kitchen,” try something more vibrant and informative: “This handmade dishcloth set is the perfect gift for new homeowners celebrating their first Christmas in the house!” You can subtly suggest a use for the product while gently reminding customers of the upcoming holiday. It’s an easy way of helping your customer make sure they check everyone off their list. You’re also telling them what the product is and how unique it may be. Clear, concise, and upbeat descriptions are what will catch the attention of customers.

Rethink Category Pages

Cleaning up your pages also presents a chance to create product categories to better organize items. Break the products down into categories: Kitchen Wares, Bathroom Essentials, Holiday, and Welcome Baby are a few good ideas—these are types of gifts that cover a multitude of events. A clean, organized store (even if it’s an online store) will entice more people to shop, so always make sure that the best-selling and most popular products are at the top of the page—your customers may enjoy browsing through the products in your online store, but sometimes they’re looking for that one specific thing that they saw had multiple great reviews. If it’s an item that is selling regularly, even if it may not entirely apply to the holiday season, keep it in a prominent place on your page. Everything you do to prepare for the holiday seasons is simply going to result in making your online store much more consumer-friendly.

Talk About Your Store via Networking

This is also a great time to brush up on your networking skills. Whether it’s through a social media channel or by way of a blog, get in contact with other online shop owners! Communicate with them to get new ideas on selling products or visual marketing. Whether the stores are similar or completely different, building a network is a great asset as the stores grow. Social media activity will bring in new customers, too. If your store isn’t involved in social media or blogging, start today! Friends of friends of customers can like, read, or buy just by way of Facebook. Create a Facebook or an Instagram page or a Twitter account for your store and start showing off your products! Use hashtags, post pictures, follow stores and people (try to follow the people who follow you as a way of thanking them) and communicate. Create a blog to write about your products, what consumers could use the products for, and (if they’re handmade) write about the creation of the products. Have a few key words that are used multiple times in each blog entry to pull people in. Add pictures and links to individual products as well as the main page of the store.

Prepare for Holiday Traffic

Prepare for the upcoming holiday season by preparing your online store—give products and product descriptions a quick refresh, organize products into categories, and start using social media to promote products. Get in contact with other online store owners and start getting feedback, learn some new ideas, and apply those ideas to your store. With attention to details, your store will be better organized to finish the year strong!

~Holly

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Filed under E-Tail Category Content, Holiday Blog, Product Descriptions, Time Management

Purchasing Furniture – Why Did She Buy From Your Store?

By My Web Writersphoto (1)

This typical female, Gen X, furniture customer Is ready to buy. Where will she make her purchase?

Today I’m pausing to journal about the major furniture purchases I recently made. I’m doing this for both of us. Though they’re in other industries, we’re always looking for ways to improve online marketing for our clients.

When I shop, I often revert to a personal pattern that pre-dates my use of the Internet.  Do you?  If not, you’re younger than thirty-five.  Though, I’ve changed through the years, I’m probably typical for a female, age 35 – 50.  Knowing that 65% of US shoppers will browse online and buy in stores over the holidays, how can we better serve this lucrative demographic?  What triggers dollars spent at your store?

Of course, I’m just one woman and each woman is an individual, but here’s a snapshot of how I arrived at furniture purchases from four different stores during the week prior to Thanksgiving 2013.

Top of the Furniture Sales Funnel

The buying process started a few weeks earlier.  A builder suggested that we look at Houz, a home ideas app, for backyard ideas.  The app offers ideas for all rooms of your home, too.  We never did build, but the trends I saw in the app stayed top-of-mind when it was time for furniture in the home we recently purchased.

I could have scoured Pinterest, too, but I didn’t.  I just didn’t have a lot of time to hunt and peck for pieces of online furniture and more ideas to confuse the choices.  Time is valuable and I tried not to waste it.

Middle of the Furniture Sales Funnel

Like many Americans, when it came time to shop for furniture, I drove to the nearest showrooms- Kittles, Ashley Furniture, Value City Furniture, Kittles Express, Office Max, Office Depot, and Houseworks.   Kinesthetic shoppers need to see, to feel, and to touch each piece to envision family and guests relaxing, conversing, working, and eating.

Would the quality be worth the price?  Would the exact colors match the floors, walls, countertops, and appliances?  What are today’s trends and which classics are still hip?  I didn’t shop online when I was absorbing information because I learned plenty in the stores.

In one store, a sales woman approached my husband and me and wouldn’t stop chattering. If we paused at a piece to discuss it, she’d wiggle into the middle of our conversations.  We’d politely stand there wondering when she would stop. After doing this for the third time, we quickly walked out because a hungry salesperson’s stalking, at this stage, wasted our time and was annoying.  We weren’t buying on that day.  We were just looking.

The office furniture seemed blah- mostly ugly, big ego desks or very cheap, modern designs with little space to spread or to store.  The sofas were perplexing.  Do we buy another puffy couch for the family room or a grandma-like sofa for the living room? Nothing appealed, at first.

Did we want to have a fun and casual red set or an espresso, leather upscale look? The new kitchen table needed to be round, but how big?  Should it match or contrast our floors? Should we go rustic or classic? Geez — so many choices.

Pages like the one below from Kittles did very little to help me to understand what I’d want in my living room, family room, kitchen, and office.

Kittles with no content

There is no category level content to entice or to educate.  With the exception of the main slide, the pictures don’t suggest use, features, or style. Kittles, if you’re reading this post, consider how strategic copy writing and editing can help both your conversion and SEO.  My own sales pitch aside (hey, I do understand the sales woman); there came a day when we could no longer function without furniture in our rooms.  It was time to buy.

Bottom of the Furniture Sales Funnel

Last Sunday, I decided the best place to find office furniture would probably be at an office supply store.  By then, I’d ruled out a modern, sleek look in the office. The sales person at Office Max offered the Black Friday price a week early and probably called me “Ma’am” fifty times.

Office Max pic

He put up with my indecisiveness over this desk verses that desk and he stopped talking after I cut him off on purchasing the extra protection plan.  The prices were exactly the same in the store as online.  This was a coordinated attack and I bought the furniture at the store with the same free delivery offered online.

Office Max product description

While the in-store experience offered set-up at a charge, notice that at the same purchase point online (the product page), the company’s set-up package is not suggested or offered.  If the customer has to hunt for it somewhere else on the website, forget it.  Adding drop down boxes for “I need set up” on each product page would immediately increase online revenues at Office Max.

The Final Hours of Purchasing Furniture

I spent nearly a day in Kittles yesterday trying to fine-tune what I wanted. Then, came the ping-pong price game.  Prices kept dropping, but we went back and forth so many times and it took so long, that by the afternoon, I left the store.

I opened my iPad and typed in searches for long-tailed keywords with model numbers to check pricing in other stores.  What was the price for a “Broyhill Travis sofa”?  Another business could have stolen my purchase in these moments when my sales person was going back to her manager for yet another price reduction request.

Broyhill Travis couch

After he said, “No, I can’t do it”, I would have bought online, especially if free shipping were offered. Instead, my search took me first to the Broyhill website.  Obviously, they didn’t want to get into the middle of price negotiations because they left out prices in their product descriptions.

Other stores did the same.  Instead of sharing prices, online store-after-store said, “request a quote”.  I didn’t have time to wait for a quote.

Request more info

With Thanksgiving in a few days, I wanted shopping done asap. Because I didn’t know if the purchase was sound, I dropped the sofa and chair from my list all together.

I took a trip back to Ashley Furniture and found a different sofa.  I popped into Value City Furniture and found a kitchen table and chairs that I liked better than the ones offered at Kittles and Ashley.  While there, the Value City online prices dropped, so a lower price was honored at the store.  Bed Bath and Beyond sold nifty bar stools for less and with free shipping. Then, I went back to Kittles and purchased the items I felt were fairly priced.  All of the stores said their prices were Black Friday prices and that if anything changed, they would honor the changes.  At a certain purchase point, most offered free shipping.

I’m waiting for the door bell to ring with my deliveries.  How fun!

What’s a key to increasing online conversions? Lower your online prices.  Develop better content (pictures, videos, and words) to display furniture in ways that highlight colors, finishes, and uses. Provide in-depth information.  Keep the various stages of the furniture sales funnel in mind and develop profiles of your buyers at each stage.

What have you noticed as important to increasing online sales, whether you’re in the furniture business or another industry?  How would the above process differ for a man or a younger or older person? How would the process differ for another woman in the same demographic? Take a moment to share!

~Jean


Other Posts:

Holiday Content Challenge- Let the Family Games Begin!

ZMOT- Where Consumers Are and Businesses Should Be

Adding Content to their Website Increased Our Client’s Keyword Reach

Twenty-five Effective, Call-to-Action Phrases in E-commerce Content

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Filed under Apps & Tools, Business Strategy, Customer Profile, Holiday Blog, Local, Mobile, Personas, Product Descriptions

Content for Less- Fat Brain Toys Involves Customers in Content Creation

By My Web Writers

Toys that Use Words

Fat Brain Toys doesn’t play around when it comes to website content.  Owner, Mark Carson, has always supported written content on the site’s category and product pages; but, Matt Hansen, Director of Marketing, says that it was only about three months ago that the educational toy retailer really started developing blog content.

It seems like many marketers attend webinars and read articles that explain the importance of content to conversions and search engine rankings, but then they return to work and leave out the paragraphs.  Why?

Content creation is expensive.

Blog Sales Powered by Writers

Hansen says that Fat Brain Toys “employs three in-house writers with a variety of skill levels, but listens to feedback from many internal and external stakeholders.”  You can sense the community when you visit the site.

Play is Fat Brain Toys’ blog.  Each week, the writers add videos, newsy snippets, and creative articles around a theme.  But, how does the company curate so much content without straining their budget?

play

In a green box at the top of the Play blog, writers click and find a call for

 “content from leaders in the toy industry, leaders in the world of raising children, and great thinkers who believe in pure play. Each piece of content will be shared with HUNDREDS OF THOUSANDS of visitors. As a contributor to PLAY, you’ll be given full contributor/byline credit with a short bio listing. We will also actively encourage link sharing. Fat Brain Toys will share a link to your site, and we hope you’ll share a link to your published PLAY content on your site as well.”

Who Would Write for Free?

The secret to securing inexpensive content is to embrace loyal fans and toy industry leaders, who want to build authorship profiles by using Play as their publisher.

The potential sales win-fall for Fat Brain Toys is notable. Many writers will write for article bylines just to increase exposure of their own personal brands, products, books, and speaking portfolios. Google authorship gives incentive for many writers to secure their personal brands this way. Between the free content and social sharing by writers, Play is revving up a sales engine.

This is the content creation model that many business leaders are thinking about and talking about at conferences and in meetings, but few are making it happen.  Fat Brain Toys is connecting and creating the model.

If You Can’t Buy It, Build It

Mark Carson also created the company’s unique review system.  He and his in-house team built an automated content contributor under each toy’s product description.

FBT Reviews

Consumers find content that details available options and hazards, linked articles from Play, related products and categories, accessory options, and other consumer reviews and rankings of age/gender usage. All of this data aggregates and moves the products up or down in the “new”, “shop by age”, or “shop by gender” sections of the site.

Google wants valuable content and this system offers it to parents.

Parents Help Parents with Special Perspectives

Carson also invented another consumer-generated content resource that is highly-valuable to the special needs and elderly populations.

Special needs

Parents, teachers, and caretakers explain how they use the toys with children and adults with special needs. There is a ranking system for the toy’s value index and the toy’s IQ that helps shoppers evaluate how their child or adult might use the toy.

Toy IQ

Again, the content offers value to shoppers and there’s a community of trust and interaction being built with the brand through the content interaction.

The Future of Content Creation

If you love or believe in a brand, chances are you won’t care about getting paid to promote it. You’ll contribute for intrinsic rewards like attention or the sense of helping others.

Fat Brain Toys knows that its core consumers are passionate about educating children and contributing to a better world through play and it has tapped into these passions.

Does this totally remove the need for in-house or freelance writers and editors? No.  Someone needs to curate and optimize the content.  The in-house team fills in where the consumer leaves off.

Your website still needs writers and editors who are masters of brand positioning, product knowledge, spelling, grammar, sentence structure, usage, and search engine optimization.  Fat Brain Toys hasn’t lost sight of that fact, but it does demonstrate how to involve your audience.

What would inspire your shoppers to interact more with your website’s content?

~Jean


Other Posts:

What is Google Authorship and What Do Writers Need to Know About it?

How do I write content based on buyer personas?

Ten Tips for Starting a Social Media Conversation

Prioritize Your Social Media Channels

Twenty-five Effective, Call-to-Action Phrases for E-commerce Content

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Filed under Audience, Blog Writing Tips, Business Strategy, Capturing Audience, Content, Content Marketing, E-Tail Category Content, Editors, Favorite Websites, Local, Product Descriptions, Project Management, Queries & Articles, Reviews, Social Media, Time Management, Writing Careers

Seven Local Angles to Address in Your Content

My Web Writerslocal angle

As a local business or blogger, location alone is not enough to help maximize your reach to your target audience. It’s equally important to highlight local angles in your online content as well. In doing so, you create a niche market and improve search engine optimization (SEO) for those who may be searching by specific location. This is a powerful tool that can be easily incorporated into any type of content, no matter the size or industry. Take a look at these seven ideas for addressing local angles in your content:

1. Highlight other well-known businesses

As a local business you should be in touch and in tune with the fellow businesses that surround you. If you have a synergistic relationship with them, it’s easy to incorporate their services or skills into your own content by including their name and location. In doing so, you harness a portion of their SEO power for yourself. Link back to their web site and refer to them by their full business name. For content ideas, you can write about how your services complement each other and create an even greater benefit for customers who patronize you both.

2. Include landmark photos and tag appropriately

Another way to highlight your immediate surroundings is to include a mention of local landmarks, well-known businesses or tourist destinations in your content. All of these are heavily searched terms online. By including these same terms in your content as well as photos that are tagged with relevant keywords, you will improve your SEO for local searches. Try taking your own photos and writing about the personal meaning they have to you or your business. Maybe they’re something you see every day or something that inspires you.

3. Feature a local blogger

A quick search should provide you with many options for local bloggers in your area. They can cover an array of topics including opinion, sports, community events or night life. Reach out to one that is relevant to your content and ask if they would be willing to contribute a guest post for you to use. Even more simply, ask for permission to re-blog an article that relates to your business. Be sure to link back to the blogger and include their name and bio in your own content to maximize the impact.

4. Write a review

If you’ still stumped with how to include a local angle in your online content, try writing a review for a business or event that you know well. People are often searching for reviews online and by offering relevant and valuable content you will draw in more viewers to your own web site.

5. Make a resource guide

This is similar to writing a review, but instead you create an entire guide of multiple businesses or events in which you can offer some expertise. Give tips and advice that people can use to get the best experience and utilize links and keywords to your resources as much as appropriate.

6. Cover a community event

Businesses and night life are hot topics for local content, but so are community events. People are often looking for things to do or more information on a festival or community gathering they heard about. To incorporate an event into your content, try writing a “what to expect” feature where readers can learn what all is going on and when. Again, this creates valuable content which drives more readers and increases SEO.

7. Link to other local sites as often as possible

For all of the local angle ideas mentioned, it is critical that you include links to external sites for the different businesses, events and resources you reference. Linking to a web site that has strong SEO will help improve yours as well and will rank you higher in searches for the keywords you both share.

By adding a local angle to your content on a regular basis, you will improve your reach toward your target audience. For local businesses and bloggers this is a critical tool for maximizing your online potential and the impact of your content marketing! ~ Stephanie

Other MWW Articles:

Twenty-five Effective Call to Action Phrases

Local Ideas for National Brands

National Brands Without Physical Stores Struggle to Rank

 

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Filed under Business Strategy, Content, Content Marketing, E-Tail Category Content, Local, Mobile, Product Descriptions, SEO (Search Engine Optimization), Social Media

Twenty-five Effective, Call-to-Action Phrases for E-commerce Content

by My Web Writerscall to action

“Click here!” “Buy today!” “Limited time only!” We’ve seen them all, and ignored most of them. Not all e-commerce call-to-action phrases are creative. Most of them are incredibly cliché and really don’t motivate the reader to do much of anything.

You want to be different. You want to stand out. In order to do this put on your thinking cap and let your creative juices flow. Don’t use the same words that everyone else uses. Turn to a thesaurus if you need to and make sure you’re thinking outside the box.

Try these 25 effective, call-to-action phrases in your ecommerce content:

  1. Just hit Reply and we’ll email you the details.
  2. Entice him with x, y, and z.
  3. Impress when you dress in x, y, and z.
  4. Think (insert topic here).
  5. Get the 411.
  6. Come hang with us.
  7. Write!
  8. Tell us you want it.
  9. Put it in my closet.
  10. Use it ASAP.
  11. Make my friends jealous.
  12. Explore the product.
  13. Book a table.
  14. Take a chance today.
  15. Achieve more now.
  16. Build my collection.
  17. Learn how to profit.
  18. Improve my life.
  19. Make me (look, smell, dress, etc.) better.
  20. Check it out.
  21. Some of our customer favorites are x, y, and z.
  22. Try popular styles like x, y, and z.
  23. Our top sellers, such as X and Y, receive outstanding reviews.
  24. Shop for other items like x including y and z.
  25. Our most linked to products are x, y, and z.

Remember that calls to action aren’t only about the words. Experiment with fonts, size, and placement on the page.  Feel free to be creative while enticing shoppers to buy more!

~Natalie

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Filed under Content Marketing, E-Tail Category Content, Merchandising, Product Descriptions, Words Which Sell