What Is a Buyer&#;s Guide?
A buyer&#;s guide is often referred to as a product guide, product catalog, or sometimes even a product list.
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A buyer&#;s guide is a document that contains a list of products and relevant product information that consumers can use to help them with their purchasing decision. Brands often offer product guides to showcase their entire product offering.
Buying Guide Examples
No matter what type of products your business offers, buying guides are incredibly helpful to your customers when they are trying to find the best product for their needs. If consumers find your buying guide helpful, this will drive brand loyalty, and in return, purchase from your business again and again. That is why it's important to invest the time and resources to create an exceptional buying guide.
Let&#;s take a look at some buying guide examples like the Lowe&#;s buyers guide for washing machines.
Here&#;s why this buyer&#;s guide example works - consumers will come to trust that Lowe&#;s can help them solve their problems and will turn to the retailer as the place where they continue to purchase from with this exceptional product guide. It&#;s engaging both from a content and visual perspective and offers readers helpful information for their purchasing decision.
This washing machine buyer&#;s guide has tips on:
A buyer&#;s guide for lawn care equipment may include some definitions describing the various types of lawn mowers (push mowers versus self-propelled), what features might be most important to customers considering purchasing a lawn mower, and perhaps the type of maintenance required for a lawn mower.
What Is the Most Important Aspect of a Buying Guide?
The most important aspect of a buying guide having up-to-date product information. The most effective way to do this is by using a product information management (PIM) solution. A PIM solution allows users to store, manage, and edit product information in a centralized location. Using a solution like this makes your product information more accessible and easier to update for your team, thus leading to increased efficiencies and a quicker speed-to-market.
A solution you can use to create a buying guide is Lumavate. Lumavate is a digital experience platform that possesses a PIM solution, which makes it extremely easy for brands to organize their product data in a centralized location and also empowers business users to create front-end digital experiences for their customers to access the product information.
Lumavate&#;s PIM solution includes the following functionality:
- Multiple Product Types -
Utilize Product Types to distinguish products from parts and accessories or product lines from different business units or brands.
- Unlimited Products -
Create a product record for every single product or stock-keeping unit (SKU) you offer.
- Digital Asset Management -
Centralize the management of your product images, documents, videos, and more tied directly to each product record.
- Unlimited Custom Attributes -
Quickly add custom attributes for each Product Type to align with your product data and related digital assets.
- Product Relationships -
Relate products to one another to drive increased revenue from upsells, cross-sells, bundles, parts, accessories, and more.
- Change Log -
Track product record changes made by any system user.
- Integrate to Existing Systems -
Connect your existing data and content tech stack to create a unified product record.
- Unlimited Users -
Enable multiple users in your business to create and manage product data and related digital assets.
- Drive Dynamic Digital Experiences -
Launch data-driven digital experiences that always display the most up-to-date product information.
Using a solution like Lumavate allows your brand to have product information managed within a PIM solution and create personalized digital experiences like product onboarding, product guides, and buyer&#;s guides for your customers. Additionally, your product information will always be accurate and up-to-date as changes made within Lumavate&#;s PIM solution are automatically reflected in a brand&#;s digital experiences.
How Do You Write a Product Guide?
When you are creating a product buying guide, think about what information your customers will most find helpful. What can you do to make your product guide accessible and trustworthy for your customers? Asking yourself these questions will help you and your team when creating your product guide.
We&#;ve compiled some steps to follow when you begin creating your brand&#;s product guide:
Determine the structure of your product buying guide and the information you want to include in it.
Gather all of the product information and related assets and add all of it to a PIM solution.
Create a digital experience that integrates or is tied to your
PIM solution
and make sure that all of your product information is updated within the PIM solution.
Using a tool like Lumavate, you can accomplish all three of these steps using the same platform. Lumavate is a digital experience platform (DXP) that includes PIM functionality.
Because your brand&#;s digital experiences are tied to Lumavate&#;s PIM solution, your digital experience will automatically update when changes are made to your product information within the PIM solution.
How Do You Make a Buyer&#;s Guide?
The most effective way to create a product selection guide is to use a tool like Lumavate. Our solution allows you to make a buyer&#;s guide online by using our platform to create digital experiences fast. We have more than 40 templates (including a buyer&#;s guide template) that enable markers to accelerate the creation of their digital experiences and make creating a product guide easier for your team.
Buyer&#;s guides made using Lumavate are more engaging, accessible, and can be created and launched in 30 minutes or less. Schedule a demo to see how we can help transition your brand&#;s product data into our PIM solution and help enable you to create digital experiences for your products within 30 minutes to enhance the customer experience, drive revenue, and decrease costs for your brand.
Editor&#;s note: This case study was originally published in . It has been updated for accuracy and to reflect modern practices.
Customer buyer&#;s guides are a must-have for our eCommerce clients, especially those who sell big purchase items or items with a more intense research process.
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When there are a lot of options available or your customers have a lot of questions about a product, a buyer&#;s guide can answer commonly asked questions and offer product recommendations.
They&#;re just as beneficial for the retailers that make them. Not only do they increase organic search engine rankings and traffic, but they can also be crucial aids in customer conversions &#; as long as you do them right.
Here at Inflow, we&#;ve created buying guides for dozens of eCommerce brands, including one guide for a home improvement brand that raked in more than $100,000 in sales.
Today, we&#;ll share our proven process to help you create and promote a successful buying guide for your own site, too.
Note: If you&#;re interested in creating a buyer&#;s guide for some of your big-ticket items, we can help. Contact us now to get started.
How to Make a Product Guide: The Inflow Method
Below, we&#;ve outlined our trusted process for creating eCommerce buyer&#;s guides that drive organic traffic and convert interested shoppers.
Follow these steps to build your own buying guide strategy for your online business.
1. We set the topic based on search volume.
We rely heavily on organic search to promote our client&#;s buyer&#;s guides, so we don&#;t want to create a guide for a product that no one is searching for.
Even if you happen to sell a lot of a specific product, it doesn&#;t guarantee that lots of people are searching for it online.
For instance, let&#;s use a company that sells insulation for houses. Even if they sold more spray foam insulation than any other option, they may still want to create a more generic &#;home insulation buyer&#;s guide&#; because the generic term has a much higher search volume than a specific kind of insulation.
With higher search volumes, your guide is more likely to be found &#; and, with a more general topic, it will appeal to a wider audience. (You can always strongly recommend your top-selling product within the guide itself.)
On the other hand, creating a category-wide guide isn&#;t always the best practice.
Sometimes a specific product will have high search volume, in which case it makes sense to create a buyer&#;s guide around it. This is especially true if the product is complicated and has a longer research process.
For instance, fiber cement siding has six times the search volume of exterior siding, making it worthwhile to write that specific guide.
Learn more about choosing the best keywords for your content in our advanced keyword research guide.
2. We present all options in the guide.
Once we decide on the keywords to target (and, thus, the topic of our guide), it&#;s time to start writing.
Remember: The goal of this buyer&#;s guide isn&#;t to promote your products but to educate your customers during their buying journey. Therefore, you want the guide to be as inclusive as possible, even including products you may not sell. This will help build trust in your brand and increase your reputation as an authority in your market.
If a consumer is trying to decide between two types of insulation, and one of them isn&#;t included in the guide, it can stick out. That consumer will be less inclined to trust the guide (and your brand) when they&#;re ready to make a purchase.
If you don&#;t carry what a customer is looking for, your guide can also explain why another product may be better &#; but it&#;s still important to provide all options within the guide so the user knows that you&#;re giving them the full story.
3. We link to the buyer&#;s guide at the bottom of category pages.
After we&#;ve produced the guide and published it on our client&#;s site, we link to it in places where site visitors would be most likely to want additional product information, such as at the bottom of related category pages.
If a potential customer reaches the end of a category page and hasn&#;t found what they were looking for, a buyer&#;s guide can help keep them on the site and provide useful information to unsure consumers.
Going back to our example: Perhaps a consumer gets to the end of the insulation category page because they were overwhelmed with options. They can click into our guide to learn more about the advantages and disadvantages of blow-in versus roll insulation to aid in their buying decision.
4. We add internal links where relevant.
Our content team doesn&#;t stop once the buyer&#;s guide is created. To promote it throughout our site (and aid in our internal linking efforts), we write related blog posts that link to the buyer&#;s guide &#; and link to the posts in the guide itself.
It&#;s important that each piece of content offers unique information. It can&#;t just be a repeat of what you find in the guide or vice versa.
If you explain the advantages and disadvantages of different kinds of insulation in the guide, you could complement that information with blog posts that cover:
- What you need to know about blow-in insulation (a much deeper look into blow-in insulation than is given in the guide)
- What you need to know about your energy bill
- Whether it&#;s a good idea to insulate your floors
Having multiple pieces of unique but related content helps with your SEO reach, as well as provides an ecosystem of value to your customers.
5. We (sometimes) gate buyer&#;s guides with longer research periods.
The decision to publish a guide directly on a site or gate it behind a form depends on the goals of the client and the potential for that specific topic.
Most often, we recommend publishing the guide directly on the site. A thorough buyer&#;s guide is a great linkable asset and can be a great option to help with link-building efforts.
However, there are still some cases where it may make sense to put a guide behind a form.
For products with much longer research processes, being able to send follow-up emails can be greatly beneficial (more on that below). When we&#;ve chosen to gate a guide, we&#;ve seen both the buyer&#;s guide and follow-up emails lead to sales.
If you choose to offer your guide as a download, your landing page is crucial.
Getting addresses from customers is crucial in the age of first-party data, but customers need to know the guide is worth it before they hand over their personal information. A landing page should offer an overview of the guide, the benefits of reading it, and highlights what they&#;ll find.
And, because the majority of the guide isn&#;t found on your site, the landing page also needs to be optimized for SEO, including relevant keywords that people would search for to find the guide.
6. In follow-up emails, we focus on helpful buying advice first &#; and then products.
For gated guides that we deliver via , we commonly send 3&#;6 follow-up emails, depending on the product.
Here&#;s an example of an outline follow-up flow:
- The first includes a link to the PDF version of the buyer&#;s guide and an additional offer of help from the brand&#;s product experts. While this tends not to lead to as many conversions, it has high open rates and shows users that this company cares about being helpful.
- The second links to blog posts about the topic for further help.
- The third offers top systems the company recommends.
- The fourth includes coupon codes.
- The fifth is a reminder that their coupons will expire after so many days.
- Lastly, depending on the typical buying cycle, we send one final asking if the customer still needs help or if they bought a product somewhere else.
Overall, the point of emails these follow-up emails is to help consumers make a complicated buying decision.
Sure, these emails can lead to sales &#; but, just as importantly, they can also help grow a long-term relationship with your consumers.
Start Creating Buyer&#;s Guides that Build Long-term Customer Relationships
Buyer&#;s guides aren&#;t just about making a sale on one particular product. Included with follow-up emails and other educational information on your site, these guides can help your company become a trusted resource while your customers are making their buying decisions.
These guides are also an integral part of a successful eCommerce content marketing strategy based on the different stages of a buyer&#;s journey. The more content you can provide at every stage in the funnel, the more trust you can build with your customers &#; and the more likely you are to make sales.
If you&#;re interested in creating this type of content for your online store (or building a search engine optimization strategy incorporating other effective tactics), we can help. Request a free proposal today to learn more about how our SEO services can benefit your business goals.
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