Are Your Clients Using Content to Influence Their Target Audience?

BY Rachel Cagle
Featured image for “Are Your Clients Using Content to Influence Their Target Audience?”

Prices are rising, layoffs are happening en masse and consumers continue to worry about an impending recession. The result: They’re being more selective about what they spend their money on. Your client needs to prioritize using content to keep their products/​services top of mind throughout the consumer buying journey.

Are Your Clients Using Content to Influence Their Target Audience?

Changing Buying Habits

According to a study by Salsify, rising costs have impacted how U.S. consumers shop. One of the biggest impacts is that consumers are prioritizing product quality and are researching the products they’re interested in. They’re using content to get the information they need to motivate them to make purchases they’re comfortable with. Is your client providing the content consumers need?

Enhancing Content

Product Pages

When performing a search, one of the first places consumers will go when researching a product is the product’s page on your client’s website. What information are they looking for? Salsify says that in order to help consumers decide what to buy, your client needs to provide:

  • A thorough product description: 72% of consumers look for this
  • Consumer reviews: 72%
  • Product images: 45%
  • Videos: 32%
  • Delivery and return policy: 32%
  • Real-​life examples: 24%
  • Technical features: 23%
  • Comparison charts: 18%

How many of these traits do your client’s existing product pages have? If you’re missing any, they’re not using content to its full potential.

Product Information

Salsify points out that, “the products they [consumers] shop for impact the kind of product information they find most valuable. When creating the best possible product experience for consumers, brands and retailers should consider the consumer’s possible product questions and craft product details that answer them.” Your client’s keyword and search research should provide you with what questions and search terms consumers are commonly using to look up products related to your client’s. You can use that data to craft additional content around common questions consumers want answered or data they need to feel comfortable making purchases.

You and your client don’t need to add this information directly to the product’s page. In fact, you probably shouldn’t; you don’t want to make the page a solid wall of text. Instead, craft blogs, datasheets, technical briefs, etc., around popular search terms. That way, there are more pages available online for consumers to find. And your client can link those additional resources to their product pages to make the additional information more readily available. Using content in this way will both boost your client’s searchability and encourage informed buying decisions.

Savings and Delivery

There are two other aspects your client should definitely add to their websites and product pages.

According to Salsify, 78% of consumers are actively looking for discounts and free delivery. Along with quality, consumers want to make sure they’re getting the best and most reasonable price. So, your client should definitely be using content to promote their current deals. They can add banners and such on their website’s pages. And, of course, they should be promoting deals and coupons through email, social and other types of ads.

Delivery information is a must for consumers shopping online. 32% of consumers expect delivery and return policies to be a part of product pages. Specifically, they’re on the lookout for:

  • Free shipping
  • Reduced shipping costs
  • Quick delivery
  • No-​hassle returns

So, be sure your client is using content to promote savings, delivery and return information to get consumers everything they need to be comfortable and excited about their purchases.

What Content Should Your Client Use?

Different consumer audiences are influenced by different types of content. What types should your client be utilizing? Check out their target audience’s profile on AudienceSCAN on AdMall by SalesFuel to find out.

Photo by Brooke Cagle