How to better manage your product information to increase your visibility in marketplaces

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Selling products in marketplaces is a fundamental step for brands of any category and business size. They are already the main entry route for user queries, along with Google, and there is much more chance that a buyer will find your product on a marketplace than on your own website.

Now, after choosing which marketplace or marketplaces will be the most suitable for your online sales, the next big challenge comes. How to start to stand out in them, surrounded by thousands of competitors?

Amazon, AliExpress, Google Shopping, eBay, Rakuten and dozens of other marketing places specialized in different types of products (fashion, electronics, furniture…). No matter where you sell your products, the key to highlight in all of them is the same: improve your product content.

When customers find products from a brand in a marketplace, they feel more confidence towards it. They know that the platform selection filter has passed and that it must be a verified brand or seller.

But to convince the marketplace first and then the user who stops to read your product page, you need to offer very good content.

Decide who you want to be in a marketplace: your product positioning strategy

Before you start selling in a marketplace, you must stop to evaluate your catalog and the existing product offer in that marketplace.

• What kind of product do you want to sell? Do you have good demand and sales figures on that marketplace?

• How much competition does it exist? How are their product chips? Do they lack any content that you do have? Or do they have something that you lack?

• In how many countries do you want your products to be available? Do you have to translate your product information?

• What less popular products in your catalog could attract sales in the marketplace?

By developing your product information: the entry key to a marketplace

The first step you should take when you put your own sale on any marketplace is to read its rules.

It is a heavy task, but it will avoid you discovering too late that your product content was not suitable according to the platform’s standards. This may cause penalties in the marketplace, or that your products do not appear well placed on the lists of a category.

In addition, many of the baskets of the purchase in marketplaces are due to the user’s mistrust when he does not find all the data he needs on a product. The small, small, with erratas or blurred images usually have a high bounce rate and therefore a very low score when it comes to appearing in marketplace search results.

The solution is simple: show relevant and accurate product content on all your product pages of a marketplace.

PIM: a single platform to centralize all product information

The solution may also seem very complex.

Keeping hundreds of product chips up to date with all the data, image sizes and requirements that a marketplace requires is a task that requires a lot of effort, time and resources.

For that reason, Automating product information management, optimization and export for a marketplace is an increasingly used solution by manufacturers and sellers.

By PIM (Product Information Management) software, you can organize your entire product content in a central database and easily export the information fields you need for a marketplace. The PIM can be connected to any marketplace (and at any number of marketplaces) and makes your data always up to date, in any language you want, even if you change a price or apply a promotion.

Product texts that stand out in marketplaces

• Includes original descriptions on your product chips. If your texts are the same as any other seller, they will not stand out among others.

• Adapts titles, metadata and texts to SEO.

• Crea titles and URLs with a clear structure, including key data and listed with outstanding technical characteristics.

• It encourages your customers to leave Reviews of your products: It is one of the most valued elements by both marketplaces and new buyers. And it responds to questions and complaints: it will help you to know what problems your customers have with product information, to constantly improve it.

Organizing your product catalog well allows you to better apply other marketing strategies in marketplaces. If your products are well labeled and categorized, they will be more likely to appear in effective cross-selling recommendations (related products or accessories).

The most valued product resources in marketplaces

Image galleries are the main way to convince (or scare) your customers in a marketplace.

Normally, the marketplaces are very demanding, and they detail the file size you should upload, the type of background you should use and the minimum number of recommended images per product.

It is recommended to include in your chips:

• General photographs with white background

• Images of details

• With 360 ° views

• Images of product use or with models

In a PIM you can also have all your audiovisual resources under control and have the tranquility that you are using the right photographs on all the channels where you sell.

Conclusion

Remember that your website or online shop is only your products and it is easy to decide what you want to highlight. In a marketplace, you are sharing digital space with many other sellers, and the best way to make your products shine is to give the user what he wants.

Product information without errors, complete, that solves any doubt and provides technical and visual data is an argument with more weight for the buyer than a discount.

A good product content is your best online marketing strategy, and digital transformation is increasingly accessible to companies of any size: take advantage of the moment.