“According to Amazon, brand campaigns that drive consumers to Amazon Stores have a 22% better return on ad spend than those that simply link to product listing pages.”
Amazon Stores allow brands to connect with customers in a way that other advertising options cannot. An interactive store acts as a branded site and provides shoppers with the opportunity to explore and discover your products. Apart from that, Amazon stores help you bring out your brand story, establish brand familiarity and make purchasing easier for customers.
Creating an Amazon store is not enough, it is also important to optimize the store to make the most out of it. Here are 5 easy hacks that you can implement for Amazon Store optimization –
1. Optimize your page navigation title and meta description
The number one priority when it comes to Amazon is relevancy. In every Amazon store that you create, there is an option of adding a page navigation title and meta description. Ensure that this description provides a brief information about what users can expect when they visit your store.
The title and meta tag description work like an “organic ad text” and if compelling enough, it can help increase the CTR in the search results organically. In order to rank your store in the search results, keyword optimization is a must. Make sure you do thorough research and use targeted keywords in the description. Apart from that, all titles and meta description should be relevant to each page, the same description should never be used on all pages.
Avoid fluffy phrases like ‘No. 1 product’ or ‘bestseller’ in the title and description as it can have a negative effect on the customers. The best way is to keep it simple and informational.
2. Pricing
“60% of all online shoppers worldwide say that price is the most important factor affecting their online purchase decisions.”
In order to optimize your store, comparative pricing is a clever way to ensure a steady rate of conversions. When customers are informed about how much they are saving with every purchase, they are more likely to shop more from your store. There are two ways of showing comparative prices on Amazon – the ‘was’ price and sale price.
Seasonal sales are indeed one of the best ways to attract potential customers to your online store. Providing discounts always leads to an increase in sales. Pricing your products slightly lower not only attracts more customers but also helps in pushing out slow-moving products.
3. Experiment with page templates
Apart from Amazon’s A+ content, the store pages are the platform where brands can unleash their creativity and experiment with different layouts to optimize the store for more conversions. You can create multiple sub-pages within the store and apply a different layout for each of these sub-pages.
Check insights from Store Analytics for measuring and comparing the performance of each sub-page with different layout and templates.
Explore the best product placement option on the store pages. Choose which products to feature and the order that they should be placed in. These things will help you understand the most popular products among the customers and you can further use them for your ad creatives.
Use Store Tags and Store Analytics for identifying the best opportunities for sending Google and Facebook visitors to the best store pages. Test using different layouts, in the beginning, to see which works best.
4. Use Stores Insights to optimize ad campaigns
Amazon Store Insights provide a good understanding of your sales and traffic sources. Use these analytics to set up your ad campaigns to increase store visits and conversions. The way the ad campaigns are set up plays an important factor in its performance.
Amazon recommends the following tips for store optimization through ads –
Create different campaigns for different targeted keywords to get an idea about how each strategy is performing. This will further help you decide whether to increase or decrease the ad budgets for the next time.
All ads should have clarity, be focused and relevant. The more specific your ads are, the better are the chances of attracting customers to your Amazon store who are actually looking for your product.
Ensure to drive your leads to the specific store pages. Both ad campaigns and store optimization will be more successful when customers land on a proper page after clicking on an ad.
5. Promote your store pages on & off Amazon
Make optimum use of your marketing strategies to promote your store page on Amazon and on other channels too for maximum visibility. It can be done in the following ways –
Make use of Headline Search Ads for promoting your store to the potential audience. Headline Search Ads are the ones that appear above the search results on Amazon.
The product detail pages of products included in the Amazon store should include the store link.
Share the link on all social media channels and other marketing activities like blogs, PR articles, ads, etc.
Having an Amazon store for your brand is not just a trending feature, but more a strategy having a large impact on revenue. With proper store optimization, it can open doors for new possibilities in business and drive traffic, both on and off Amazon, to your entire product catalogue. You can also seek professional help in setting up your store.
To know more about how Amazon Stores can benefit your business, leave us a message and we’ll get back to you.
Digital marketing is data-driven and targeted brand promotion through digital media. Therefore a digital agency is an advertising agency that has evolved to meet the changing needs of marketing.
Some of the major marketing services that digital agencies provide are:
Website design and development
App development
Search Engine Marketing
Search Engine Optimization
Social Media Marketing
Content Marketing
Lead Generation
Brand Management & CRM
Email Marketing
ROI assessments and more
According to a report, 75% of marketers say their lack of digital skills is impacting revenue in some way and 74% say it’s contributing to a misalignment between the marketing and sales teams. In such cases, hiring a digital marketing agency can be a wise decision. Brands will be able to tap into the skills, experience and perspectives of digital professionals, who are in turn passionate about delivering the brand’s marketing objectives.
Let’s explore some of the reasons for businesses to hire a digital marketing agency:
Skills and Expertise
Brands and businesses have a plethora of valuable digital data at their fingertips but do not know the right way to make use of it. A digital agency, on the other hand, can efficiently collect, collate and analyze these insights to make informed decisions and develop impactful campaigns.
The team at a digital agency mainly consists of:
SEM experts who have a thorough understanding of Google Analytics and how to use it for data-driven decisions which help create, produce and publish targeted search boosting online advertisements.
SEO experts who help expand a brand’s online reach, increase rankings on SERPs to increase visibility, brand awareness and encourage more conversions.
Copy/Content writers who excel in producing colossal amounts of compelling, engaging, relevant and insightful content. Content writing generates 3 times more leads than other marketing techniques.
Apart from the ones mentioned above, there are experts in other areas like strategy and branding, design, videography and web development who help build a brand’s online presence from scratch.
Manage overall budget effectively
Experts working in a digital agency already have the knowledge, along with proper tools and software to manage lead generation, sales ads, social media marketing and more, which in turn help decide and manage the marketing costs. Agencies are solely responsible for the marketing spend that a brand allots with social media channels like Google, Facebook, Instagram and Twitter.
Moreover, paying an in-house team turns to be expensive since they become direct employees and brands have to take up their additional responsibilities.
Generate new ideas and perspectives
Digital agencies work with a wide variety of industries, business types and marketing professionals. They develop knowledge about innovative, successful digital marketing techniques and apply them to different sectors of the business community.
A good marketing agency consists of a team of experts who provide extraordinary ideas and techniques that yield positive results. They assess marketing efforts and create ideas based on the target audience, trending topics and what works best for that particular industry. Brands are able to tap into this insight and expertise in an extremely effective and targeted way when they partner with an agency.
Determine measurable results
With a number of marketing methods in the digital marketing landscape, it can be difficult to choose the right ones that provide the best ROI. However, an agency can help in this regard by determining the Key Performance Indicators (KPIs). These indicators help to figure out how the marketing campaigns are performing in relation to the objectives of the brand.
Also, an agency can help identify the important metrics to determine the effectiveness of each campaign. Brands also receive monthly or quarterly reports on their campaigns along with a website audit to help them make sound marketing decisions. Therefore, a digital marketing agency offers clear insights into how the marketing strategies are performing and how potential customers are engaging with their content and brand.
Teamwork & timeliness
A competent digital agency normally has a multi-personnel team working on campaigns, software, automation solutions, content, etc. Having a team working together ensures better assurance and certainty that all campaigns and objectives will be delivered on time.
A digital agency may also help a brand in the planning and development stages so that they can get the media, copy and campaign briefs ready on time so that campaigns can be executed smoothly and effectively.
Digital marketing has the power to enhance the growth of a business better than most other marketing techniques. For most businesses today, outsourcing digital marketing services makes sense on many levels because of the flexibility and affordability it offers. It might take some time to find a suitable agency but the minimal financial commitment undoubtedly makes it worth considering as an option.
For more information on digital marketing services, leave us a message and we will get back to you!
Content marketing helps businesses prepare and plan for reliable and cost-effective sources of website traffic and new leads. A good content marketing strategy aims at attracting and converting visitors into customers and existing customers into repeat buyers.
The content created and shared should be unique, engaging and insightful as 70% of visitors prefer to learn about a brand through blogs, articles, videos, etc.
A 2019 report states that 61% of content marketers still do not have a documented content marketing strategy. However, brands using content marketing strategies claim that their efforts are far more successful and organised than the ones not using it.
The traffic and leads that are generated from content marketing provide brands with the flexibility to experiment with other marketing tactics to generate revenue, such as sponsored content, social media advertising and distributed content.
Moreover, good quality content not only helps to attract leads but it also helps to educate target prospects and generate awareness for the brand.
Following are some steps that can be followed while creating a strategy for content marketing:
1. Set & document your mission and goals
To begin with, set the content mission statement i.e. what the audience will receive from the brand through content and the goals that will be achieved from the strategy.
This is a brief statement that makes it easier to focus on what is important and what can be ignored while creating content so that the content marketing strategy remains on track.
A content marketing mission and goals may include:
The target audience
The content guidelines to be used to reach the audience
The benefit the audience derives from that content
Increase in sales
Increase in revenue
Generating more traffic
Successful SEO backlinks
Increased social media engagement
2. Establish KPIs
One of the best ways to achieve set goals is to make them specific and measurable. Therefore, it is important for brands to set key performance indicators (KPIs) for their content marketing strategy. The KPIs will help brands know when they have achieved their goals by providing milestones that can be checked off.
KPIs include positive results in terms of revenue, sales, traffic, SEO, and social media metrics among others. For example, reaching a certain revenue target within the first quarter, getting an increased number of email subscribers, etc.
3. Know your audience
For a successful content marketing strategy, the brand needs to know its audience to create the right content and reach out to them.
Knowing the audience includes 3 major steps:
Collection of demographic data: Collect demographics of visitors, email subscribers and social media followers. Web analytics, social media analytics, and email subscriber analytics will give data needed on the audience’s age, education, gender and income.
Customer feedback: To have in-depth knowledge about the audience, collect feedback from customers which may reveal how they feel about the content that is currently being produced; what are their urgent needs, etc. Receiving the correct feedback may help understand a subscriber’s priorities, decide on the best places to reach customers and understand buyer personas.
Buyer persona: Buyer personas describe a brand’s ideal readers and customers so that brands can distribute content in a more effective manner. The best customer personas include information on customer’s pain points, challenges, sources of information and behavioural motivators.
Once a brand has all of the information mentioned above, it will have a better understanding of:
The kind of content the audience will respond to
How it will help them
What will make them care about the brand
4. Choose the correct content channel
At this point, brands have an idea about the online presence of their target audience. However, to be completely sure about it, brands need to check their web analytics. To check the source of the main social networks where content is generating maximum traffic, click on “Acquisition” then go to “Social” and select “Overview” in Google Analytics.
With this information, brands can easily decide which networks to target to get maximum exposure for their content through social media channels.
5. Decide on the type of content
Most successful content marketing strategies rely on having a central core of content published on a brand’s own site which can be repurposed and shared on other sites. Therefore blog posts are an essential part of the content marketing mix that delivers effective results. Ideally, blog posts are actionable, valuable and shareable and may include a range of article types.
Among other types of content, video marketing should be an essential part of content marketing as it keeps visitors engaged for longer periods of time, improves lead generation and reduces abandonment. Infographics are also a good way to drive traffic.
6. Create a content calendar
As part of the content strategy, brands need to know exactly when to publish the content on each of the target platforms. Lack of planning is a major mistake, so it’s essential to use a content calendar to schedule all possible content.
If the above-mentioned steps are explored and followed, better content management and setting up the strategy for the next quarter won’t be much of a hassle. In a competitive market, content is what differentiates one brand from the other and uplifts it.
“Most customers begin their online shopping searches on Amazon. 90% of customers are known to compare prices on Amazon of products they wish to buy and have checked on competitive websites.”
Amazon is one of the most popular e-commerce retailers, with more than 100 million users in India. This massive customer base makes it a great platform for sellers to highlight their product USPs and take business to the next level.
While setting up an Amazon seller account can help your business reach the target audience, creating an Amazon Store can further help in enhancing the customer experience.
Source: Amazon
The 7 steps below will provide a guide about creating an Amazon store for your brand –
1. Professional Seller Account
Due to its popularity and a vast user base, Amazon has become extremely selective about giving approval to sellers on the Marketplace. Security has also been strengthened with documentation requirements and additional verification. These measures eliminate counterfeits and prevent sellers from creating multiple accounts for manipulating rankings – protecting both sellers and customers.
You need to provide the following information for setting up a professional seller account –
Account Name – This includes the complete address of your business, contact information, type of business, registration, tax identification number, etc.
Verify Identity – An individual person would need to be an account owner of Amazon. The details of identification issued by the government, name, personal details and bank account statement will have to be provided.
Card Details – Amazon charges a monthly fee of $39.99, for which card details are necessary.
Bank Account Information – Provide a bank account number for direct sales profit that gets deposited every 2 weeks.
2. Brand Registry
After a Seller Account, doing the Brand Registry is the next important step. Amazon Brand Registry will help you get greater control over product listings and build better content on all product pages. Amazon will also help in removing duplicate sellers who try to infringe on your brand’s trademark.
Brand Registry also provides several tools for enhancing your brand and store, like a professional presentation and upgraded advertising and marketing features. This option is not available for resellers.
You need to provide information like your brand’s registered name, serial number, countries where the products are manufactured and distributed, product labels, the brand label on a product and product images.
3. Create your store’s homepage
After your brand has been registered, log in to the Seller Account and go to Stores > Manage Stores. Then choose a template for designing the homepage. There are 3 different themes to choose from –
Marquee – The design brings out the brand story and acts as a gateway page
Highlight – For showcasing products and related content
Product Grid – For displaying a large number of products in your catalogue
Choose the template based on your business requirement.
4. Build the store pages
Once the homepage layout has been finalized, create the additional pages of the store, featuring the best-selling products, deals, discounts, catalogue categories, etc.
Building the store pages on similar lines of the e-commerce website helps recall and builds credibility. Apart from that, ensure to give proper attention to every detail while making the pages. The most important aspect is navigation – customers should be able to easily find what they are looking for. The main target of the store design should be to provide a convenient shopping experience.
5. Add content tiles
After establishing the page hierarchy, add content titles to all the store pages. With these tiles, you can add images, videos and text to the store. There are 10 sections of content tiles available on Amazon –
Header tile
Text tiles
Image tiles
Image + text tiles
Video tiles
Gallery
Recommended products tile
Product tiles
Product grid
Bestsellers
There is an editing panel where you can add or edit the content tiles of the store. Whatever changes are made in the editing panel can be viewed in the preview canvas.
If required, full-width tiles can also be split into smaller sections for adding more content to the store. And for deleting a tile, ensure to highlight the correct tile and delete it from the editing panel. Keep in mind that once a tile is deleted, it cannot be undone.
Optimizing your product pages is one of the main reasons for success on the Amazon Marketplace. Research states that “Amazon has surpassed Google in product searches.” Well-researched and relevant contentby using the correct search terms can help in the creation of successful product ads.
6. Upload products
The next step is to add products to the store. Every store has a product inventory where buyers choose their preferences from a wide collection. The entire product inventory can be uploaded at once if your products are assigned with a UPC or ASIN (Amazon Standard Identification Number) code.
If you have the products selling on the marketplace already, simply search the ASIN code of the products and add them to the store.
7. Submit the pages for review and get it published
After all the design, content and products uploads have been done, make sure to review the pages to omit any mistakes that may have been overlooked. The Store Preview option helps you check what the store will look like. Check for spelling errors, grammatical mistakes, inconsistency in images or branding and any issues with product images, content tiles and navigation.
Once you submit the store, Amazon will review it. It usually takes up to 72 hours for reviewing a store. Once approved, the store will be live for your customers.
With Amazon Store Insights, you can have access to a number of e-commerce analytics like daily visitors, number of views, sales, units sold, etc to review the performance of your store.
To know more about building an Amazon store and providing a rich shopping experience for your customers, leave us a message and we’ll get back to you.
