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Last updated on June 5th, 2023
Written by Mohamed Aden
There are two ways you can grow on Amazon: You can opt to grow organically or to use paid advertisements. It's also possible to do both. Creating your own marketing strategies is very important, especially if you want to grow on the platform. However, it’s always better to be equipped with the right knowledge—trial-and-error won’t get you far enough. Working with an Amazon marketing agency can be helpful, especially if you are not familiar with how marketing works. Whether you’re keen or just a little bit curious about what an Amazon marketing company can do for your business, you may want to read through this helpful guide.
The ultimate goal of working with an Amazon consulting agency is for you to boost your sales. When you see your sales start to pick up, that’s when you know the strategies or changes you've applied are working. There are several marketing strategies you can employ for your Amazon store. The strategy you'll use will depend on your business goals. Here are some of the strategies that an Amazon marketing agency can help you with:
Contrary to popular belief, Search Engine Optimization or SEO is not just an algorithm per se—it’s the process of working around an algorithm to achieve higher SERP rankings. These rankings then determine the most valuable and relevant products based on the user’s search keywords.
SEO is one way for you to grow your business organically. You don't have to pay Amazon for ads as you grow your listings by incorporating ranking keywords. An Amazon consulting agency can help you out by incorporating high-ranking keywords on your product listings.
Doing so will optimize your listings—increasing their ranking on the search results. As a seller, you want your products to stand out. The more visible your products are on Amazon's first search page results, the more likely customers will buy from your store. Most consumers on Amazon wouldn't want to dig up until page five of the search results just so they can get the product they wanted.
Your goal should be to have your products visible on the first page in terms of Amazon SEO, as it can significantly boost your sales. Some of the best techniques you can do for Amazon SEO are the following:
Advertising using PPC is an Amazon marketing strategy that you can use. Whereas Amazon SEO is the way to grow your business organically, PPC advertising is where you can grow exponentially. However, you must have knowledgeable PPC experts to execute these campaigns efficiently and get desired results as soon as possible.
With Amazon PPC, you will be utilizing Amazon Marketing Services (AMS). You pay Amazon each time a shopper clicks on the ad. The great thing about it is you only get to spend whenever a shopper is redirected to your page—these are users with higher buying intent, interested enough to read more details about your products.
There are three types of Amazon advertisements you can choose from: Sponsored Products, Sponsored Brands, and Sponsored Display Ads. Here are the advantages and differences of each type of ad:
This type of advertisement you should do if your target is to draw attention to a particular product. Doing so will promote individual product listings within the search results. Sponsored products are the most popular ad type on Amazon. The advantages of using this type of advertisement are:
Suppose you are looking to make consumers know more about your brand rather than just your products. In that case, Sponsored Brands is the perfect marketing strategy for you. Here, you can promote a custom headline, logo, and display, with up to 3 products in your advertisement. The ad will show at the top of the Amazon search results, and when the links are clicked, shoppers are redirected to your store page. The advantage of working with Sponsored Brands as your form of advertisement are the following:
Both Sponsored Product and Sponsored Brand ads use particular keywords to target audiences. However, the process is different with Sponsored Display Ads. With it, Amazon uses the audiences’ demographics to target a specific market. This makes it more suitable for targeting both a product AND the audience.
Say you are selling cosmetics—you don't have to enter specific keywords such as "lipstick" or "foundation" into your ad. Amazon will just have to show your ad to audiences who fit your bill in terms of their age, gender, and interests. That way, you can specifically get your ad across to high-intent consumers even if they are not actively searching for it. By working with Sponsored Display Ads, you get to do the following:
Most business owners on Amazon don't realize it, but user-generated content (UGC) is a great way to boost sales. Nowadays, most consumers who shop online rely on product reviews as a part of their purchasing decision-making. With that in mind, Amazon structured their reviews so that other users can see star ratings, written reviews, and images and videos uploaded by buyers. There's also a section on the product listing page wherein users can answer other user's questions about the product. This way, the reviews and answers genuinely come from the product users themselves, and they can give honest-to-goodness reviews.
As the business owner, you can also answer user-generated questions. But do you have all the time in the world to answer such inquiries posted on every product listing page? This is what an Amazon advertising agency can help you with. You will have a team of account listing experts who will take the time to know more about your product. They will answer the questions on your page, and the answers can turn those hesitant users into potential buyers. It is also through this proactive approach that you can boost sales. However, with user-generated content, you have to take extra steps in making your consumers want to review. You can do this through the following:
Business owners who are new on Amazon may not be aware that they can add videos to their listings. Aside from Amazon having a stringent policy on how the videos should be formatted, photos are mostly prioritized by most business owners.
Videos say so much more than photos could. You can use these to highlight product features and uses, show them in detail, and provide demonstrations on using the product. You can take these videos using a smartphone, but professional cameras are encouraged to get the best video quality possible. It's also your choice to have these videos professionally taken or produced by someone who does video editing shoots. The quality of your videos will also resonate with how much you value your product presentation. Through these videos, you can attract customers to buy your products. Here are some tips you can follow when uploading videos to Amazon:
Product launches are usually for new products in your line. Now, you might think that these are not exactly needed as your products are online. But product launches are more useful to you than you think. Since you're launching a new product, you can expect a significant boost in terms of rankings if it turns out successful. These products may land on the first few pages of Amazon search, which means a boost in listing views and potential sales.
If you're selling outside the platform and it’s your first time selling on Amazon, you might bring a massive following or a few of your loyal consumers with you. Amazon recognizes this outside traffic too! They reward sellers who can bring traffic to Amazon with higher product search rankings.
In Amazon, higher rankings would mean greater visibility and opportunity for sales and may eventually convert into sales. With that, you definitely should take advantage of product launches on Amazon. Add it to your list of marketing strategies that you should do before launching your products on the platform. Are you unsure of how you can make product launches successful? An Amazon marketing agency can help you plan and execute a smooth-sailing product launch.
Amazon has an affiliate program termed Amazon associates. Numerous websites offer affiliate marketing nowadays. You can see those on Instagram with influencers asking their followers to "swipe up," and they are directed to the products mentioned. Once someone clicks on that link and buys it, the influencer who posted it will receive a commission, and you, as the business owner, get the sale. It's a win-win situation for both the seller and the affiliate. If you think of it, it's also a way for you to reach your audience organically.
Take note that any affiliate accepted into the Amazon Associates program can create their unique affiliate link and post them on their socials. After that, all you have to do is wait for the influencers' followers to click on the product links, and you now have your sales! While it may sound enticing to enroll your business in the Amazon Affiliate Program, it may not work for all types of product categories. So it will be a lot better if you assess this strategy with a marketing consultant, especially if it's your first time to try these things out.
There are, indeed, numerous ways you can market your products on Amazon. As a seller, it's crucial that you first know whether you would like to focus on targeting your audience organically through SEO and product launches or give them a little boost through Amazon PPC. Either way, may it be paid or not, work with what you think will be best for you. You can also try applying different marketing strategies and see where your business will grow better. Avoid this phase of trial and error if you're working with an Amazon marketing strategy specialist like Seller Interactive.
With us, your business is guaranteed to be in safe hands. Our experience of handling various brand accounts from all sorts of niches can attest to this. With this under our belt, we're confident that we already know how marketing on Amazon works. Don't stress too much and waste your time knowing more about how different marketing strategies on Amazon will play out. Instead, divert your time, efforts, and attention to the other aspects of your business where you're ultimately needed.
Are you ready to strategize your next marketing campaign on Amazon? We're ready for you too! Message us at [email protected] today, and we'll get you started on your next campaign.
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