Creating an unbiased buyer’s guide can better help highlight the product’s USP

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 09, 2020, 4:25 PM UTC

A buyers’ guide allows marketers to streamline the purchasing process for consumers and enhances conversions.

This piece recommends that brands should craft unbiased buyers guide to highlight their product features and make product comparison easier effectively. Marketers should incorporate SEO data into their buyer’s guide, to be at the forefront of all product researches done by consumers.

When crafting a buyer guide, brands should ensure that its structure is consistent, with reviews or ranking placed in the introduction. Including a methodology section outlining each product review and FAQs can further help in creating a practical buyers guide.

Placing competitor products next their own products can further help marketers elevate their brand position. The author suggests that brands should compare their guide to other buyer guides in the industry, to get a broader perspective on voice and structure.

Read the original article

[9 minute read]