What Is a Buyer’s Guide?
A buyer’s guide, often called a product guide, product catalog, or product list, serves as a helpful tool for consumers navigating their purchasing decisions. A buyer's guide is a document that contains a list of products and relevant information that consumers can leverage for informed decisions. Brands use these guides to showcase their entire offering and facilitate better buying experiences.
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Buying Guide Examples
Regardless of the types of products your business provides, buyer's guides are invaluable to your customers seeking the best fit for their needs. When consumers find your guide useful, it fosters brand loyalty and encourages repeat purchases. That's why it's essential to dedicate time and resources toward creating an impressive buying guide.
Consider an example like the Lowe’s buyer's guide for washing machines.
What makes this guide effective? It earns consumer trust by demonstrating Lowe’s capability to resolve problems, turning the retailer into a preferred purchasing destination. The guide is visually appealing and rich in informative content, aiding readers in their buying decisions.
The washing machine buyer’s guide includes tips on:
A similar guide for lawn care equipment might define the different types of lawn mowers (e.g., push mowers versus self-propelled), highlight crucial features for potential buyers, and detail maintenance requirements.
What Is the Most Important Aspect of a Buying Guide?
The cornerstone of an effective buying guide is accurate and up-to-date product information. A suitable approach is adopting a product information management (PIM) solution to store, manage, and maintain this crucial data in a centralized location. Utilizing such a solution enhances accessibility and streamlines updates, leading to greater efficiencies and faster market readiness.
Lumavate serves as a PIM solution that allows brands to efficiently organize their product information and create engaging digital experiences for customers. Its PIM functionality encompasses:
- Multiple Product Types -
Differentiate products from parts and accessories or from various business units or brands.
- Unlimited Products -
Create product records for every item or stock-keeping unit (SKU) available.
- Digital Asset Management -
Manage product images, documents, videos, and more linked directly to each product record.
- Unlimited Custom Attributes -
Add custom attributes to each product type, aligning with product data and related digital assets.
- Product Relationships -
Link products to facilitate upselling, cross-selling, bundles, and more.
- Change Log -
Track all changes made to product records by system users.
- Integrate to Existing Systems -
Connect current databases and content tech stacks for unified product records.
- Unlimited Users -
Allow multiple users in your business to collaborate on product data management.
- Drive Dynamic Digital Experiences -
Create data-driven digital experiences showcasing the latest product information.
Using Lumavate ensures your brand efficiently manages product information and creates personalized digital experiences like product guides and buyer’s guides. Any updates made in Lumavate’s PIM solution instantly reflect in your digital experiences, ensuring accuracy.
How Do You Write a Product Guide?
Creating a compelling buying guide requires considering the information that will most benefit your customers. What strategies will you implement to ensure your guide is accessible and trustworthy? Reflecting on these questions will guide your team in crafting a valuable product guide.
Here are the key steps to follow when developing your brand’s product guide:
Outline the structure and information to be included in your buyer's guide.
Collect the necessary product information and assets, storing them within a PIM solution.
Design a digital experience connected to your PIM solution, ensuring all product information is integrated and updated within the system.
Leveraging a platform like Lumavate allows you to effectively accomplish all three steps seamlessly. Lumavate is a digital experience platform (DXP) featuring PIM functionality, simplifying the guide creation process.
Since your digital experiences are tied to Lumavate’s PIM solution, any updates to product information automatically refresh on your platform.
How Do You Make a Buyer’s Guide?
The simplest and most effective method to construct a buyer's guide is to utilize a tool like Lumavate, enabling you to create a comprehensive online buyer’s guide quickly. Our platform offers over 40 templates, including a buyer’s guide template, allowing marketers to expedite the development of digital experiences while simplifying product guide creation for their teams.
Buyer’s guides crafted using Lumavate are engaging, accessible, and can be launched in 30 minutes or less. Schedule a demo to discover how we can transform your brand’s product data into our PIM solution, enabling you to generate remarkable digital experiences within 30 minutes, enhancing customer experience, driving revenue, and reducing costs.
Creating an eCommerce Product Buying Guide Worth $100k
Editor’s note: This case study, originally published, has been updated for accuracy and modern practices.
Customer buyer’s guides are essential for eCommerce clients, especially those dealing with high-value items or products requiring extensive research.
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When customers face numerous options or have multiple questions about a product, a buyer’s guide can answer commonly asked questions and provide product recommendations.
These guides are equally beneficial for retailers, increasing organic search rankings and traffic while also significantly aiding customer conversions when executed correctly.
At Inflow, we’ve designed buying guides for various eCommerce brands, including one for a home improvement retailer that generated over $100,000 in sales.
Here’s a look into our proven process for creating and promoting successful buying guides for your site.
How to Make a Product Guide: The Inflow Method
Below, you’ll find our tried-and-true process for developing buying guides that attract organic traffic and convert interested shoppers.
Follow these steps to formulate your buying guide strategy for your online business.
1. Set the topic based on search volume.
Organic search is crucial for promoting client buyer's guides, so it’s vital not to create guides for products that don’t have substantial search volume.
For instance, a company selling house insulation should focus on more generic terms. Creating a ‘home insulation buyer's guide’ could attract more views than a specific type, enhancing audience reach. However, if a specific product garners high search traffic due to complexity, crafting a dedicated guide is worthwhile.
2. Present all options in the guide.
Your guide should aim to educate customers rather than only promote your products, making inclusivity essential. Inclusion of all options builds trust and enhances your credibility. Ensure to explain why alternatives may be superior, which boosts transparency and loyalty.
3. Link to the buyer's guide at the bottom of category pages.
After producing the guide, ensure it’s linked in spots where visitors are likely seeking additional information, such as related category pages.
A buyer's guide can assist users overwhelmed by choices, providing useful insights towards informed purchasing decisions.
4. Add internal links where relevant.
Promote the buyer’s guide with related blog posts linking back to it, enhancing SEO and reinforcing a valuable content ecosystem.
5. Sometimes gate buyer's guides with longer research periods.
The approach—publishing a guide openly or gating it behind a form—depends on your objectives. Gated guides can help maintain contact via follow-up emails, a strategy effective for products requiring prolonged consideration.
6. Focus follow-up emails on helpful advice first, then products.
For gated guides, use follow-up emails to provide value, reinforcing customer relationships while nurturing potential sales.
Start Creating Buyer’s Guides that Build Long-term Customer Relationships
Buyer’s guides serve purposes beyond immediate sales; they help cultivate lasting relationships and establish your brand as a trusted resource during customer purchasing decision processes. These guides are critical components of a comprehensive eCommerce content marketing strategy, enhancing customer trust and driving sales.
If you’re interested in creating this type of content or embarking on an SEO strategy that incorporates additional effective tactics, we can assist. Request a free proposal today to learn how our SEO services can support your business goals.
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