There are countless brands on Amazon missing out on opportunities to reach new customers due to a lack of quality brand presence and visibility.
The Amazon brand is critical to building brand equity, connecting with consumers, and establishing trust.
The good news is that there are more tools than ever before for building a brand on Amazon.
Here are six ways to boost your brand’s revenue on Amazon that will become even more important in the year ahead as competition heats up.
Jon Gregoire, Head of Demand Generation at Tinuiti, said: “The increase in the number of direct brands has led to an increase in audience overlap and industry competition. This requires a renewed focus on how to use creativity as a strategic differentiator. If brands want to stand out from the millions of creative agencies and competitors, they must consider conversion rates.”
Amazon Brand Marketing Strategy 1: Transfer your brand assets to Amazon
Most brands have already built some kind of brand equity outside of Amazon, but how do you transfer that equity to your Amazon Store?
Fortunately, Amazon understands the needs of its sellers and provides tools to make this transition easier.
These creative tools include:
●Brand flagship store: A brand flagship store gives consumers a dedicated store where they can purchase your products.
●Brand-enhanced content: Amazon not only allows content, but also encourages the production of content. Rather than simple product features, they allow brands to tell their brand story, create FAQs, and upload images and videos.
●Detail Page Images: Amazon gives sellers maximum control over their page images. You can upload multiple images of a product and even insert videos.
Amazon Brand Marketing Strategy 2: Leverage Brand Flagship Stores
A Brand Store is an opportunity to introduce consumers to additional products. Take advantage of it, make sure it’s tailored to your customers and that you’re driving traffic to it.
There are several ways to do this, but one of the most effective is through a landing page. By identifying different traffic flows, brands can create customized landing pages for each flow.
When identifying traffic flows, they come from 3 main areas:
● Internal traffic: With Sponsored Brand ads, you can direct traffic from Amazon to your store;
External traffic: Consumers can find your store through search engines or paid social media advertising;
●Branded links: Customers who click on your branded link are extremely valuable because it typically demonstrates a strong interest in your company.
Amazon brand marketing strategy 3: Content should reflect the needs of the audience
In order to effectively market your brand on Amazon, it’s important to understand your target audience.
Understanding their needs and pain points can help guide everything from your messaging to product design.
There are a few key ways to do this:
● Understand what product features your target audience needs;
Analyze Amazon customer reviews to understand what trigger words customers search for;
● Check your ad search terms report to understand what words consumers search for when they buy your products.
Amazon Brand Marketing Strategy 4: Developing Information Mix
There are two main types of messaging: product messaging and brand messaging. While they often overlap, they are all different from one another and you should treat them differently.
Product messaging is ultimately more focused on the product itself. It describes the complexity of the product while conveying the main reasons why consumers should buy it. Typically, this information comes in the form of frequently asked questions related to the product.
Amazon sellers need to plan a clear overall strategy, but also have a focus, such as marketing strategy. The above is the content of this issue on Amazon marketing strategy. If you want to get more knowledge about Amazon, please continue to pay attention!
