Amazon’s advertising platform has skyrocketed into the digital marketing world in only a few years. As an owner of a small-to-midsize business, it is natural to have some questions in your mind when it comes to leveraging Amazon’s ad services. All SMBs need a competitive marketing strategy to compete in this market. Luckily, Amazon marketing presents the perfect solution to significantly increase an SMB’s growth, revenue and more.
Describing Amazon Marketing for SMBs
Amazon marketing for SMBs has a simple goal – Improve a particular brand’s visibility on the platform. This ultimately leads to brand awareness, sales and growth, no matter how small a brand or company is. Depending on the nature of the goals, Amazon advertising can be combined with other marketing options such as social media.
A few of the common strategies of marketing for SMBs include:
- Using search engine optimisation to optimise products.
- Using Pay-per-click advertising to promote products
- Using review management to improve product reviews
- Adding the business or brand to Amazon Storefronts.
What are the components of Amazon marketing?
It is essential for a company to learn about Amazon marketing regardless of whether you’re handling it in-house or allocating the job to a digital marketing agency. Once the concepts of Amazon marketing strategies are grasped, any marketing professional can launch your campaign with realistic expectations. Here is a list of some of the most common features of an Amazon marketing strategy for SMBs.
- Amazon SEO services
The trends have changed with some analysts pointing out that more than half of product searches start on Amazon instead of Google. This makes it critical for your products to appear first for visitors on the platform. For instance, after searching for a product that your company offers, your particular product doesn’t appear until the second page of the results. This is an area where SEO can improve the chances of shoppers seeing or purchasing the product. SEO for Amazon also known as product optimisation focuses on improving product visibility in relevant search results. Some of the preliminary product optimisation steps include keyword research and competitor analyses. Because of the latest product and shopping trends, on-going product optimisation is a must.
- Amazon PPC services
Businesses have started to invest in Amazon Ads after recognising its growth and potential as a leading advertising platform. As an SMB your company can take advantage of features such as Sponsored Product Ads, which will help your products reach target shoppers better. Some of the paid ad options on Amazon include:
- Sponsored brands – Sponsored brands let businesses advertise up to three products in search results. This ad is shown at the top of search results which is good for capturing shoppers’ attention. Targeting options available are product categories, products and keywords.
- Sponsored product ads – Sponsored product ads show up in search results and product detail pages related to targeted keywords. They can promote only one product and allows marketers to target according to keywords, products and product categories.
- Product display ads – This advertisement is displayed on product detail pages and promotes only one product. With product display ads, marketers can target users according to their interests or target similar products.
- Amazon review management
People trust reviews on e-commerce sites such as Amazon, which is how they can influence ranking in search results on the platform. Reviews can also affect the decisions of shoppers, leading them to either buy your product or some other brand. All of this has made review management an essential tool for marketing SMBs on Amazon. It is critical for your products to have several high-quality reviews if maximising visibility is the aim. Verified reviews yield the best results. Review management also deals with displeased customers, where you have to find out how you can improve their experience.
- Amazon storefront management
Amazon storefront already features a significant and growing number of SMBs. It provides shoppers with instant access to SMBs. Amazon storefront also features a homepage which compiles product collections and highlights various businesses. All these features can be used by companies to gain exposure. The Amazon storefront is an invite-only platform and the only way to be eligible is to be enrolled in Amazon Brand Registry. It is a free service which requires an active and registered image or text trademark.
4 Reasons to Use Amazon Marketing by SMBs
Are you still hesitant about investing time and money into promoting your SMB using Amazon advertisements? Consider the following reasons.
- Expansion of reach
With Amazon advertisements and product optimisations, any SMBs can connect with the majority of shoppers that stick to the first page of search results. With Amazon Storefront, SMBs can earn highlight their products to specific target audiences, which can help them, get an advantage over larger sellers.
- Reaching target shoppers
Most shoppers turn to Amazon to discover their next purchase, which makes appearing in their search results crucial. If your product doesn’t appear properly on search results, it can be excluded from a user’s purchase considerations. This is why a well-researched marketing strategy for Amazon can help SMBs avoid this scenario.
- Overtaking competition
On Amazon, competition between SMBs is huge. With Amazon marketing for your SMB, you can capitalise on the impact of marketing and advertising. It allows your company to gain the necessary revenue to expand the business.
- Increasing brand awareness
The majority of searches on Amazon are for generic items and not brands. This presents a massive opportunity for SMBs. Shoppers aren’t always focused on brand names. They are instead; open to discovering new products and brands. SMBs can use features such as sponsored brands advertisement to introduce themselves to new shoppers.
Marketing an SMB on Amazon is a full-time job. It requires an immense amount of time, skill and effort. This is one of the biggest reasons why SMBs are turning to professional digital marketing agencies to help them with Amazon marketing services. There are many reputed digital marketing agencies that can help you with Amazon and other social media advertisements.