Expanding upon the blog on how to differentiating within a marketplace...
Product descriptions are an important part of any catalog, as they help potential customers understand what the product is and why they should buy it. A well-written product description can help to increase sales by providing potential customers with the information they need to decide. This is extremely important when your products appear along side similar products from other suppliers on marketplaces and eProcurement application.
Sourcing Product Descriptions
There are many sources for product descriptions, including OEMs, Channel, 3rd Party content providers and AI generators.
- OEM: The manufacturer or brand of the product often provides detailed descriptions of the product on their website. These descriptions can be a wealth of information about the product, including its features, benefits, and any warranties or guarantees.
- Channel Partners: If you are a multi-tier distributors, your tier1 channel partners may provide access to augmented content.
- Third-Party content providers. Multiple services are available for free or for fee that can provide descriptions, images, and attributes that can be used in catalogs.
- AI Generators: There are many online tools and websites that can generate product descriptions.
- Self-managed content: Many distributors make use of librarians to write proprietary descriptions.
It is recommended to blend a combination of all of the above and tactically invest in self-managed content on products where differentiation is critical.
Self-Managed Content
There are several factors to consider when curating self-managed content.
- Informing customers: Product descriptions provide detailed information about the features, specifications, and benefits of a product. They help customers understand what the product does, how it works, and how it can meet their needs. This information is essential for customers to make informed purchasing decisions.
- Differentiating products: In a catalog, there may be multiple products that are similar or serve the same purpose. Product descriptions help highlight the unique selling points of each product, making it easier for customers to compare and choose the one that best suits their requirements. Effective descriptions can help differentiate products from competitors and increase the chances of a sale.
- Know your audience: Understand the needs, desires, and pain points of your target audience. Tailor your product description to address these specific points.
- Focus on benefits: Instead of simply listing features, emphasize how your product will improve the customer's life. Explain how it solves a problem, saves time, enhances well-being, or brings joy.
- Highlight unique features: If your product has unique features or benefits, make sure to emphasize them in your product description. For example, if your product is made with high-quality materials, mention that in the product description.
- Use descriptive language: Use descriptive language to help potential customers visualize the product and its benefits. For example, if your product is a piece of clothing, describe how the fabric feels and how it fits.
- Use customer testimonials: If you have customer testimonials or reviews, include them in your product description. This will help potential customers feel more confident in purchasing your product.
- Keep it concise and scannable: When feeding catalogs into eprocurement or marketplaces, confirm your descriptions match field limitations.
Search engine optimization (SEO): Optimizing your product descriptions for search engines can help improve your website's visibility and drive more traffic. Here are some tips to optimize SEO with product descriptions:
- Research keywords: Identify relevant keywords that people are likely to use when searching for products like yours. Use keyword research tools or platforms like Google Keyword Planner to find popular and relevant keywords.
- Use keywords strategically: Incorporate your keywords naturally into your product descriptions. Place them in the title, and throughout the body of the description. However, avoid keyword stuffing, as it can negatively impact user experience and search engine rankings. Avoid relying solely on generic OEM descriptions or copying content from other websites. Craft unique and compelling product descriptions that highlight the features, benefits, and unique selling points of your products. This will help search engines understand the uniqueness of your content.
- Focus on readability: Write descriptions that are easy to read and understand. Use clear and concise language. This will improve user experience and encourage visitors to stay on your page longer, which can positively impact your search engine rankings.
- Include media: Enhance your product descriptions with high-quality images, videos, and interactive elements.
- Provide detailed information: Be thorough in your product descriptions and provide as much relevant information as possible. Include specifications, dimensions, materials, and any other details that users may find useful. This helps search engines understand the context and relevance of your products.
Remember, SEO is an ongoing process, and it's important to regularly monitor your content and make necessary adjustments to improve your rankings.
Building trust and brand awareness: Detailed and accurate product descriptions help build trust with customers. When customers have access to comprehensive information about a product, including its features, materials, dimensions, and any applicable warranties or guarantees, they feel more confident about the product's quality and suitability for their needs. This trust can lead to increased customer satisfaction and loyalty to the OEM and the Distributor. When the same product is sold via multiple distributors the description can help make the decision.
Overall, well-written product descriptions are essential for effectively showcasing products, informing customers, driving sales, and building trust in a catalog.
