Amazon Account Strategy
Optimize your Account for Peak Performance and Watch your Brand Grow
ELEVATE YOUR SALES WITH AMAZON ACCOUNT STRATEGY
Marketing is the primary driver of any sale – Amazon is no exception. Regardless of how good your product is, nobody will buy it if nobody sees it. Thus the importance of having a meticulously crafted marketing plan for Amazon becomes apparent. But sales, though the main goal of any seller, are only one of the benefits a good marketing plan can provide.
With a well-composed marketing strategy for Amazon, you will also enjoy increased brand recognition, customer base and brand loyalty growth as well as recognition and favor from the platform itself. Though each case requires bespoke solutions, there are areas that always need attention.
LEARNING FROM COMPETITORS
There are two main benefits to starting to build your Marketing Strategy from Competitor Research. Firstly, you can identify what seems to be working. Secondly, you can identify what fails to work. By inspecting their product listings, observing ads and reading reviews, you can take advantage of the blind spots your competitors overlooked. Or adopt something that works well.
LISTING QUALITY CHECKER STRUCTURE
Insights
Repeating Their Success
By studying successful competitors (whose products rank first in Amazon search results), you can gain insights into what works well in their market niche. You can identify effective keywords they use to add them later to your own listings. You can examine their reviews to see which aspects of their products customers tend to appreciate most (which aspects are mentioned in reviews more than others). Finally, you can draw inspiration from the way they present their products.
Avoiding Mistakes
Avoiding Their Mistakes
Conversely, exploring competitors’ product listings and reviews can also reveal mistakes to avoid. Negative reviews will expose the common issues customers face. By addressing the same issues beforehand, you can gain an upper hand on them. Negative feedback may also reveal problems with customer service, like slow response times or inadequate complaint resolutions. If a competitor’s product is consistently criticized for not providing good value for money, it’s an opportunity for you to competitively price your product while ensuring quality.
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SEO STRATEGY
Though SEO could be singled out as a separate field for strategizing, it also happens to be a part of digital marketing efforts. SEO Strategizing on Amazon includes improving the positions of your products in the platform’s search engine to expose your goods to a bigger audience, thus creating more opportunities for conversions. Here are the main aspects of building an SEO strategy for your product.
Keywords
Keyword Research
Keyword research is the founding pillar of any SEO strategy. The goal here is to identify the pool of keywords that potential customers use when looking for products like yours on Amazon.
Remember, you don’t need to focus only on high-volume keywords. While all search terms you use need to be relevant, it often comes in handy to include low-volume or long-tail keywords. It’s easier to rank for them, and you need to leverage every opportunity, however small, to attract potential customers.
The irrefutable advantage of conducting keyword research is that the information you get can be applied in many situations. At the very least, you’ll need it to launch an effective advertising campaign, so doing the research as early as possible will pay off.
Optimization
Listing Optimization
Once you’ve got your keywords, it’s time to use them to Optimize Your Listing. Beginning with product titles and ending with bullet points and product descriptions, you need to strategically place keywords to improve your product’s ranking in the search engine.
The aim isn’t to stuff as many keywords as possible – that will backfire pretty quickly. Highlight the features and benefits of your product, using your researched keywords where they naturally fit.
There is more to optimizing listings than just working with keywords. Visual content is also a big part of the process. You can learn more on the topic on our SEO Listing Optimization Services page.
Pricing
Pricing Strategy
The price plays a significant role in determining the product’s ranking in Amazon’s search results. The platform’s A9 algorithm, which is used to rank products, is optimized to display the most relevant and competitively-priced products to potential buyers.
Amazon’s major goal is to facilitate conversions. Because of that, the algorithm prioritizes products that are likely to lead to a conversion, and competitive pricing is a major factor in this regard. Products with lower prices are more likely to be purchased by shoppers, and therefore, they tend to rank higher in search results.
If you aim for a higher ranking in Amazon’s search results, consider pricing your products competitively, both to keep up with the competition and improve visibility.
AMAZON PROMOTIONAL STRATEGY
Promotion is one of the milestones on the product’s journey that marketing is supposed to set. A good promotional strategy accounts for the specifics of the product and target audience to create the most effective ads that will reach the right people. Amazon doesn’t lack means of advertising, but it’s important to use only those that are relevant to your products.
PPC
Amazon PPC
Amazon PPC (Pay-Per-Click) is an advertising model where you pay a fee each time your ad is clicked by a user. It’s a great shortcut you can take to increase the visibility of your products on Amazon, bypassing the competition from the search results. You need to use specific keywords to make your products visible to customers searching for those keywords. Of course, there is some competition for the place in the Ad Box, but this one is won more easily than a search results battle.
DSP
Amazon DSP
Amazon DSP (Demand-Side Platform) allows you to programmatically buy display and video ads across Amazon-owned sites and apps as well as third-party websites. This tool is particularly beneficial for reaching potential customers at any point of their shopping journey, not just when they’re on Amazon. With Amazon DSP, you can make use of Amazon’s rich consumer data to target relevant audiences, thus enhancing the effectiveness of your advertising campaigns.
Experience
Shopping Experience
There are also other means through which you can advertise your products or even the whole brand.
Amazon Store allows you to create your own multi-page microsite within Amazon, where you can showcase whole product ranges and create curated shopping experiences for customers.
Amazon Posts enable brands to create shoppable content through engaging product-related images and videos, similar to social media posts.
Let a Team of Professionals Set Up Your Advertising Campaigns
USER-GENERATED CONTENT STRATEGY
User-generated content (UGC) is a critical part of Amazon’s marketing strategy. UGC includes any form of content, like reviews, photos, videos, or answers to questions, that is created by users rather than by the brand itself. On Amazon, UGC primarily takes the form of product reviews and interactions in the Question & Answers section.
Feedback
Customer Reviews
Reviews play a crucial role in Amazon’s ecosystem. They serve as social proof and demonstrate that other people have purchased and been satisfied with your products. Statistics have it that many customers check reviews before making a purchase decision. At the same time, Amazon’s algorithm favors products with more reviews, especially those with higher ratings. These three factors combined make reviews a worthy point of focus.
Q&A
Questions & Answers
The Question & Answers section on Amazon allows shoppers to ask questions and get answers from other customers or sellers themselves. This interaction can provide additional information about the product that may not be available in the product description or other reviews. It also fosters a sense of community and engagement among users. Importantly, this section can sway potential buyers who are on the fence about a purchase by addressing their specific queries.
Encouragement
Encouraging Feedback
While both aspects of the UGC are equally important, it might be hard to encourage people to spend more time on your product page than they need. Thus, encouraging feedback becomes a worthy goal in its own right. This could be done in numerous ways, mostly through follow-up initiatives. There is also an option of using one of Amazon’s review programs, like Amazon Vine and Early Reviewer Program, to get feedback from professional reviewers.
MULTI-CHANNEL APPROACH
You can significantly benefit from making a multi-channel approach a part of your marketing strategy. Whereas Amazon itself presents an expansive field for work, other platforms also offer marketing opportunities one shouldn’t miss out on. After all, the more presence your brand has, the more credible it looks to your customers.
Website
Brand Website
If your resources allow for it, create a dedicated website for your brand. Doing so will help you establish credibility and allow you to control your brand narrative fully. You can use your website to tell your brand story, showcase all your products and even sell directly to customers, if you wish. Your website doesn’t need to be elaborate, but it should convey what your brand is about.
Email Marketing
Email marketing allows you to maintain regular communication with your customers. You can use emails to send order summaries, offer personalized product recommendations, ask for product reviews and announce upcoming products or sales. But make sure you receive permission from customers to use their emails for your marketing efforts – nobody likes intruders.
Socials
Social Media
Social media platforms offer additional channels to promote your products, interact with your audience, and provide customer service, otherwise handled by Amazon (if you choose the FBA business model). There, you can share product images, videos and reviews to showcase your products the way you can’t on Amazon. If you want to truly get to know your customers, social media is the best place to do so.
DISCOVER
HOW WE CAN HELP YOU BUILD AN EFFECTIVE MARKETING STRATEGY FOR AMAZON
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FAQ
A well-crafted marketing plan for Amazon is the mainstay of your future selling success. Apart from bringing sales, marketing plans also help to boost brand recognition, expand your customer base and brand loyalty. They can also help in gaining recognition and favor from Amazon itself.
Competitor research can provide valuable insights into what works well in your market niche. It allows you to identify successful strategies to adopt and mistakes to avoid. It also helps in identifying effective keywords and understanding customer preferences.
UGC, such as product reviews and interactions in the Questions & Answers section, serves as social proof and influences purchase decisions. The Questions & Answers section also provides additional information and addresses specific issues customers have.
A multi-channel approach allows you to establish credibility and control your brand narrative through a dedicated brand website, maintain regular communication with customers through email marketing, and utilize social media platforms to promote products, interact with the audience and provide customer service.
