Your Amazon marketing strategy is likely outdated

  (photo credit: UNSPLASH)
(photo credit: UNSPLASH)

Amazon is steadily but surely growing its lead in eCommerce. More and more sellers and producers offer their products to benefit from the vast sales potential and customer share of this giant goliath. 

Today, Amazon has such a popular name in the industry that nearly 63% of online customers choose Amazon to investigate and research the products they want. Yet, such a great opportunity doesn’t come alone – there’s a significant level of competition where other vendors might get a hold of your target audience if they have a better strategy. 

Amazon Marketing Explained 

Amazon marketing comprises a series of features aimed at improving sellers’ success in driving customer loyalty and brand awareness. The most important channels to market your Amazon store are:

  • Amazon SEO – Increasing product visibility in Amazon’s search results 
  • Amazon Advertising – employing native Amazon advertising tools like PPC to promote brands on and off the marketplace.
  • Off-Shore Marketing –  using different tools and channels to promote your store outside Amazon. For instance, hiring influencers to promote your blogs or being active on multiple social media platforms to increase your brand awareness.  

#1 Amazon SEO 

If you plan to improve your Amazon’s SEO, you should be very clear that your product listing must appeal to as many people as possible. That means creating relatable content and focusing on discoverability, relevance, and sales. You can do that by inserting critical keywords that appeal to Amazon’s algorithm and users. These keywords should be located:

  • In the title of the products 
  • Backend and front-end keywords
  • Product description 

As you can see, Amazon SEO is mostly about keyword value. The algorithm takes all keywords you submit and determines their customer relevance. Note that a qualified Amazon seller consulting team might be able to help you create the listing you need for your store. 

For instance, great product descriptions and titles can go a long way to convert customers. That means you need to make sure your listings are:

  • Informative: give customers all the relevant data about your product. 
  • Aim pain points: go beyond the fact. Tell buyers what solution they’ll get from the offer. 
  • Present: Use title, bullets, and description accordingly. 
  • Detail: Go into the details about your product to increase engagement and client satisfaction. 
  • Use matching phrases: Include related terms to create interesting titles and bullet points. 

Searching and selecting relevant keywords for a product is at the center of Amazon SEO marketing and is an important feature of every marketing strategy. However, the right placement of the keywords is just as important as ranking. Recent findings show that the most appropriate keywords for a product ranking are those in the title, followed by “search terms”. Both are completed by the product description and attributes.  

#2 Amazon Advertising 

Similar to Google’s pay-per-click system, Amazon advertising is a great method to purchase visibility on top of your targeted search queries. There are three types of ads available on Amazon: 

  • Sponsored brands – use the pay-per-click method to charge, but they feature a custom heading, your brand’s logo and up to three products in the top spot. 
  • Sponsored products - are cost-per-click ads designed to promote individual listing on top of search results. They’re normally placed at positions where consumers are browsing for products related to yours.
  • Sponsored display ads – are cost-per-click ads with no upfront fees. They transfer buyers to Amazon specification pages.  

#3 Offshore Amazon Marketing 

For the offshore marketing strategy, you have to pay a small fee to influencers or other groups who promote your products and get buyers to purchase your things through their links. For instance, when a blogger with a big enough traffic mentions your product, then you have a great chance to get more publicity and free marketing done for your store.  

The offshore system is a win-win scheme for any Amazon seller as their products get in front of larger audiences. The same goes if you include social media in your Amazon marketing strategy. 

Social media is all the hype right now, which means it has a great potential to improve your brand’s visibility. If you create a sound social media strategy, you will manage to send visitors to your Amazon page regardless of the social platform you choose. However, to do that you first need to cultivate a brand identity that offers value to your consumers with exciting links, posts, and facts. 

Twitter ads, Instagram ads, and Facebook ads are all viable options to bring direct traffic to your Amazon page. 

Other offshore marketing strategies

  • Newsletter/Emails 

Newsletters are always an option when it comes to marketing your Amazon store. You can regularly offer your audience new products through the newsletter. If these emails link to Amazon, the recipient can conveniently look for more products. 

  • Content targeting 

Another viable marketing strategy is promoting your product through content on Amazon. If you collaborate with reputable bloggers, influencers, and YouTubers, they can publish the test results of your products for their followers and link to the product. 

One of the world’s biggest retail platforms is here to stay, and it’s only getting bigger. Using the right marketing strategy can help you take advantage of the vast user market to scale your business and promote rapid growth. If you’d like to increase your sales in the most effective way possible but lack the necessary marketing experience, you can always enlist the help of an Amazon marketing agency. When you work with marketing professionals, you will have a dedicated team who handle every aspect of your marketing, from creating compelling and optimized product listings to developing effective advertising campaigns to employing the marketing potential of social media. 

This article was written in cooperation with  Black Label Advisor