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We often recommend creating customer buyer’s guides to our eCommerce clients — especially those who sell big purchase items or items with a more intense research process.

When there are a lot of options available or if your customers typically have a lot of questions around a product, this product type could be a good candidate for a buyer’s guide — which can answer commonly asked questions and offer product recommendations.

They’re just as beneficial for the companies that make them:

-increasing your organic search rankings, and

-aiding in conversions.

We’ve helped one client in the home improvement industry create and promote several guides. One of the guides alone has led to over $100,000 worth in sales.

  • NC

    Nathan Collier

    almost 2 years ago #

    This is a great example of doing inbound marketing right.

  • JB

    Jera Brown

    almost 2 years ago #

    I keep thinking about how a good brand recognition and organic SEO strategy is about developing a useful presence over plain promotion. This includes eCommerce. It's not just about the buying guide, but the follow up emails and other content. Buying guides done well are just another way of being useful to customers instead of just trying to sell them something — EVEN THOUGH it has "buying" in the title.

    • AN

      Andrew Nicoletta

      almost 2 years ago #

      I couldn't agree more. Solving a problem for a customer that isn't a direct purchase can build the trust and authority that leads to a purchase.

  • OS

    Olivia Seitz

    almost 2 years ago #

    "People are also much more likely to offer their email address to get help making bigger purchases, but they need to be assured that this guide is worthwhile. A landing page should offer an overview of the guide, the benefits to reading it, and highlights about what they’ll find."

    YES. There are so many guides on the internet... what makes yours worth my email address? Love your answer to this question.

  • AP

    Alyse Phillips

    almost 2 years ago #

    Further proof that content is king. Offering valuable + reliable content not only makes your clients trust your brand, but it also says a lot about your business as well. Great article.