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Boosting Product
Discovery for SMBs
Joelle Irvine
Executive Growth Marketer
@joelleirvine | joelleirvine.com
Joelle Irvine
➔ 13+ years of experience, both agency and brand-side
➔ Growth strategies for B2B, B2C & eCommerce
brands
➔ Currently speaking at industry events about content
strategy, social commerce, and visual search
➔ I love spending as much time as possible outside:
rain, snow or sunshine! (x10 since March)
@TurnDigi
@joelleirvine
@TurnDigi
You’re a small business...
@joelleirvine
So, how do you compete?
@joelleirvine
Opportunities to increase discovery
1. Knowledge Panel
2. Images
3. More Video!
4. Google Shopping
5. Other Platforms & Social commerce
@joelleirvine
1. Claim Your Knowledge Panel
@TurnDigi
@joelleirvine
...No Knowledge Panel?
@TurnDigi
@joelleirvine
NEW GMB Messaging Features!
@TurnDigi
@joelleirvine
2. Optimize Images
@TurnDigi
@joelleirvine
2. Optimize Images
@TurnDigi
But how? Think user first!
• File names
• Alt text
• Title tags
• Meta descriptions
• Captions
• URLs
Image source: Longchamp
@joelleirvine
2. Optimize Images
@TurnDigi
Product images should:
• Be on brand
• Be clutter-free
• Have a clear focal point
• Provide context
• Be high-quality
• Include multiple angles
• Add value. If not, remove!
Image source: Frank And Oak
@joelleirvine
3. More Video!
@TurnDigi
@joelleirvine
3. More Video!
@TurnDigi
But how?
• Search to find out what
“People also ask”
• UGC: Ask your customers
for video reviews
• Add videos (& reviews) on
product pages
• Test to see if it adds value @joelleirvine
4. Free Google Shopping Listings
@TurnDigi
@joelleirvine
@TurnDigi
@joelleirvine
4. Google Shopping Listings
@TurnDigi
But how?
• Read guidelines
• Create & upload feed to GMC
• Make sure that your data
is always up-to-date
• Use enhanced listings
if available (currently in US only)
@joelleirvine
5. Other Platforms & Social Commerce
@TurnDigi
Everlane
Instagram
Store
Adidas
Pinterest
Shop
@joelleirvine
5. Other Platforms...
@TurnDigi
Image source: Rayban Instagram
But how to be discovered?
• Sync your database
• Be real
• Post lifestyle content
• Entertain, inspire & educate
• Create video
• Go Live
• Leverage TikTok
@joelleirvine
@TurnDigi
Start with one idea and test it.
@joelleirvine
@TurnDigi
Adapt and then add on.
@joelleirvine
@joelleirvine
Thank you

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