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Amazon is on fire in the e-commerce space. It is not only dominating digital retail, but also staking a claim in multiple industries, including music, advertising and groceries. At first glance, Amazon’s rise to fame doesn’t seem to jive with public relations. How can we, as business owners and PR professionals, embrace the Amazon craze?
If you or your client sells a product, you need to get in the Amazon game now. At its core, PR is about managing reputation, building authority and generally creating goodwill around a brand. PR is the art and science of growing trust.
To its credit, Amazon is a highly trusted and pervasive platform. It’s only a matter of time before Amazon will go from being a nice-to-have to a must for PR.
Research shows that Americans trust Amazon more than the government and the press. If you want to boost authority and gain the public’s trust while increasing product sales, then Amazon must be part of your strategy.
Amazon isn’t just a shopping platform; it’s a search engine dedicated to all things product. Amazon has an edge over Google and social networks because people go there primed to buy. Users visit Amazon with the purpose of shopping. That’s why you might see lower engagement from your search engine or social media efforts when you try to push product there. Users don’t flock to those platforms to shop or learn about brands; they’re on the platform to find information or socialize.
On the flip side, promoting product on Amazon gets results, and fast. This is the power of Amazon at work. The intent behind your platform matters, and that’s why Amazon is a gold mine for savvy PR professionals. In a world where people can buy nearly anything on Amazon, there’s a good chance you can grow your client’s product brand on the platform, too. Follow these four strategies to use Amazon’s power to your advantage.
Build phenomenal product pages.
Amazon product pages need to sell for you. Think of these pages as a 24/7 sales rep. Ensure that every product page is optimized for clarity and quality to sell product while you sleep. First, check to see that the product page is SEO-optimized. All your image files and alt tags should use product keywords. The product title, description and specs should also use keywords where it makes sense.
Second, integrate images and video on every product page. Take clear, professional photos that focus on the product. Have some images with white backgrounds and others that show people using the product in real life. A video instantly boosts customer understanding; it’s a great feature to add if the product is complex or multifunctional.
Invest in Amazon Ads.
While your organic product pages should be on point, it doesn’t hurt to try paid ads. Amazon offers a lot of advertising options on the platform. You can promote certain products, video ads, banner ads and more.
The great thing about Amazon Ads is that they can boost your product sales. This, in turn, helps your product show higher on organic search pages within Amazon. If you’re trying to gain momentum for a new product, Amazon Ads is a great strategy to get sales quickly.
Encourage affiliates on Amazon.
Aside from Amazon Ads, another great way to get more eyes on your Amazon listings is through affiliates. Amazon offers a robust affiliate program for every item sold on its platform.
Translation: If your products are on Amazon, affiliates can already start linking to them. It may sound like a small-fry strategy, but the majority of brands are already leveraging affiliate marketing. That’s because it works.
The good news is that you don’t have to spend a fortune to use the Amazon affiliate program. Simply integrate Amazon affiliate requests into your existing influencer outreach. Ask influencers if they will drive traffic to your Amazon products in exchange for Amazon’s commission.
Integrate Amazon with other strategies.
Amazon should be integrated in everything you do to promote a retail brand. The key is to optimize your Amazon product pages first; don’t promote your products until the pages are perfect.
You can also add Amazon to your existing press kits. Include an Amazon-exclusive discount code or, when it makes sense, a sample of your product with the press kit. This will encourage traffic to your Amazon page organically.
The bottom line
Amazon is a retail behemoth. B2C product companies can benefit a lot from a PR strategy that embraces Amazon. Score more sales for your clients, boost their authority and dominate Amazon with these four strategies.
April 5, 2019 at 08:23AM
Forbes – Entrepreneurs