how to market multiple products successfully
In ecommerce, marketing multiple products in one business can be difficult as you’ll find that they tend to compete with each other and may even confuse customers, thus somewhat dissuading them from buying.
Despite them being sold under your brand, they themselves have their own brands and may have goals and agendas that conflict with that of your business or with the other products you sell. That can indeed be a problem in the long run.
The objective then is to have your customers see you as one brand and help them convert more easily while selling multiple products without overwhelming them or having your message lost in the confusion. It’s no easy task, but it’s possible.
Create a Conversation with Your Product Pages
Customers don’t buy from product pages. They buy from people. This means marketing is not simply about conversion, but also conversation.
While having better product pages helps, it must be done with the goal of creating better conversations with your customers.
You want them to understand the value you’re trying to give them through the product page. This way, you can better guide them through the funnel all the way to converting them.
Here are 10 elements to apply in your product page, from Convert.
In regards to marketing multiple products, you want to be able to have a different conversation with each page.
Different products have different things to talk about, so you have to put in the time and effort into conversing to your customers about those products.
Research the Buyer Persona
Customers buy from brands that fit their needs and lifestyles, so finding out their preferences and tendencies can be a boon to your brand.
By observing customer behavior and looking at prevalent data points, you should be able to form the specific buyer persona that tends to frequent your business. You can then find out what kinds of products they gravitate to.
Remember that what customers care about most is if the products are a fit for them or not. Research the buyer persona by finding out what they seem to want when they browse through your catalog.
Eliminate Unnecessary Options
Businesses that sell multiple products tend to unintentionally create too many options of equal value on their product pages.
That takes focus away from the featured product and subject customers to overthinking about what they should get. In effect, the other similar products compete with the featured product.
With that in mind, eliminating unnecessary choices by doing things like fine-tuning the recommended products widget and designing the product page to bring most focus to the product in question can help with this.
There may be options with the featured product itself like sizes, colors, and so on. You can make it easier for customers to decide by focusing on the most popular option for that product.
You may still make the ability to choose available, but put it on the side so it doesn’t take focus away from the featured product.
Emphasize the Desired Option
While the featured product on the page may have similar counterparts that you’re selling, but you should be able to show the differences between them.
Emphasize what makes that product different in order to give a more detailed value proposition so customers will be able to understand why they should get that instead of the others.
Start with the characteristics of the product, then move to the features. Emphasize how big it is, how its shape distinguishes it from others, the color it’s in, how it moves or feels, and how it’s usually positioned.
Being specific is what separates it from the others. You must express the individuality of that product in order to make it stand out and have it be more of a desired option.
Express the Value of Your Products
Once you’ve emphasized how different it is from its counterparts, you must then give full focus to the featured product. Take the most prominent and useful of those traits and features and run home with that.
The product may be notable for various things like its portability or sheer size, the surface finish it has, a shape that makes it more convenient for use, the overall look that alludes to something known in pop culture, or so on.
The most important thing here is to make that value proposition as clear and concise as possible. It must explain why that product is the best choice in a specific situation or for a specific need.