By Zieliński Jerzy

Product marketing: plan marketing for e-commerce

In the world of e-commerce, the ability to sell products is crucial. Achieving success in this area depends largely on effective marketing. In this article, I will look at what key elements make up successful e-commerce product marketing, focusing on product positioning, product promotion and product descriptions.

Can’t imagine spending so much time planning and implementing a marketing strategy for your store? That doesn’t mean you have to settle for the kind of sales you have now. I am not only an SEO and Google Ads specialist, but also an e-commerce manager. Contact me if you want to get up to speed on online sales.

Product promotion: marketing

Even the best product won’t defend itself if you don’t promote it properly. First and foremost, it is important to analyze the needs of consumers to understand what they actually expect from the product and whether there are unfilled gaps in the market that could be exploited.

The next step is to create a product itself that meets these expectations and has real value for customers. Unfortunately, the market in many industries is quite saturated, so if you want to sell standard products, available in many stores, you will face price competition and low margins.

Then it is necessary to prepare effective product messages, i.e. ads, texts, social media campaigns and even possible cooperation with influencers to reach the right target group.

Many entrepreneurs choose to outsource and work with an e-commercial manager, because it is not enough to prepare and implement a strategy once. It’s also worth optimizing it on an ongoing basis: conduct product interest surveys and competitive analysis.

Product positioning

How do you increase your product’s search engine visibility? First of all, you need to optimize your product subpages. Unique keyword phrases should be selected for each of them to avoid keyword cannibalization. If your store has a lot of products, start by positioning the most important ones that currently bring you the most profit or, conversely, the not-so-competitive ones that will be easier to position.

Management of product meta tags, i.e.
, is of paramount importance. These items display in Google search results and are the first information users see. Creating unique and attractive meta tags is key.

The next step is to correctly set the headings on the product page. The h1 header should contain the name of the product, and the structure of the rest of the
(h2, h3, etc.) should be logical and consistent across all product cards to create a good product description. Content-based marketing is important, so it makes sense to hire a copywriter or use AI to generate texts.

In addition, adding attributes and tags to product cards provides robots with more information about product features. This helps the search engine better match results to user queries.

Content on a product page has a huge impact on SEO. Product descriptions should be unique, contain keywords and be of value to users. A common mistake is duplication of content: even if you have the same product in several colors or sizes, each should have a unique description.

product marketing product description

Optimizing graphics on product pages is also important. Alt descriptions, size compression, and proper graphic format are all elements worth considering to make sure your site loads quickly and is friendly to Google crawlers.

Adding video content can also be a good idea for clothes, for example. Users increasingly expect 360° views, not just photos.

Another useful tip is
crumb navigation
, i.e., a path that leads to a particular subpage. This is good for both users and Google’s robots. Allows better navigation of the site.

product marketing crumb navigation×200/6260

You may also choose to add an FAQ section on your product cards helps with SEO. FAQs should contain long tail keywords containing questions frequently searched by users.

Another important point: you should also take care to add new product pages to the XML map so that Google can index them.

The final element is to give users the opportunity to comment and rate products . Positive ratings and comments increase credibility.

Product description: marketing

To write a good, salesy
product description
, it is important to focus on conveying information about the product to potential customers in an attractive and compelling way. Here are some steps to help you create an effective product description:

  1. Understand your target audience: before you start writing a product description, think about who your target audience is. What are their needs, preferences and expectations? Tailor the content of the description to this data to attract the attention of the right customers.
  2. Highlight unique product features: identify the unique features and benefits that your product offers. Is it unique design, innovative technology or value for money? Highlight those elements that set your product apart from the competition.
  3. Create an attractive title: the title is key. It should briefly and concisely describe the product. Try to use keywords that potential customers may type into search engines.
  4. Describe the benefits to the customer: focus on what benefits the product brings to the customer. Describe how the product solves specific problems or improves the customer’s life. Give the reader a sense that this product is essential for them.
  5. Use clear language: avoid complicated language and use simple, understandable vocabulary. Customers should easily understand what your product offers and why it is worth buying.
  6. Add juicy details: the more concrete details, the better. Introduce the reader to details about features, sizes, materials used, etc. The more information, the more confident the customer will be that the product meets his expectations.
  7. Encourage action: at the end of the product description, add a clear call to action. You can encourage not only to buy this product, but also to review other products that will be complementary to it.

Remember that a good product description is a key element of a successful sales strategy. With the right approach and consideration of your customers’ needs, you can increase your chances of convincing them to buy your product.

How to launch an effective product campaign?

Launching an effective Google Ads product campaign can significantly increase the visibility of your products and contribute to increased sales. Here are some key steps to take to achieve success in this type of campaign:

  1. Gather the right data: before launching your campaign, make sure you have access to complete and accurate data on your products, including images, prices, descriptions and availability. This information will be the basis of your product feed.
  2. Create a product feed: creating a relevant product feed is a key step in a product campaign.
  3. Configure the campaign: in Google Ads, select the campaign type Product Campaign. Configure product categories, target regions and budget.
  4. Test different strategies: experiment with different strategies such as automation, remarketing or targeting based on user behavior. Testing will help you find the most effective approach for your target audience.
  5. Take care of the landing page: make sure that the landing page to which your product ads are directing is optimized for conversions. Attention to usability, loading speed and clarity of the site can significantly affect the effectiveness of the campaign.
  6. Monitor the competition: keep track of what your competitors are doing to find out what’s working in the industry and adjust your strategies according to what brings the best results.
product marketing google ads

Remember that the success of a product campaign in Google Ads requires systematic work, monitoring and adjusting strategies. A good understanding of the tools and data analysis will allow you to effectively direct your campaign, attracting new customers and increasing product sales.

You can see that in order to effectively promote a product, it is worthwhile to act comprehensively. Don’t you want to take it head on? Contact me: I’ll make sure your e-commerce is more profitable.

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