As of last year, there are nearly two million sellers on the Amazon marketplace. As Amazon continues to grow, it will become increasingly difficult to compete. To win, you need a firm understanding of Amazon SEO and marketing.
Marketing on Amazon is many small steps resulting in effective advertising. Also, having good Amazon SEO optimization is ranking high for keywords. You can rank high across many targets through a combination of both practices.
You can’t have one without the other. Marketing provides the initial exposure necessary to rank well. Below are some of the latest marketing trends to grow your business.
Marketing Trends That Can Help Improve SEO on Amazon
- Effectively Using Video Content
eCommerce product videos provide a simple way to connect with your audience. When it comes to effective marketing strategy, video is king.
It is much easier to know product quality by seeing it. You can also create more engaging video advertising.
For videos to be compelling, you need a goal. Different video types accomplish other goals.
Here are the benefits of different video types:
- Product videos showcase the product’s quality. These are great for advertising and on your product listing.
- Reviews will show how others like your product. This option is excellent if you need additional social proof.
- Unboxing videos are great if you have superb packaging. Use them for social proof and driving excitement.
- Promotional videos show off your brand in action. Use this if you want to talk about how your brand gives back.
When choosing a video type, ask yourself about your goals.
Do you want to increase sales? Product videos are usually the best.
Do you want to leverage an influencer’s following? Unboxing or reviewing videos is perfect.
The point is to use each video for a specific purpose strategically. This purpose should work towards your overall business goals.
- Ranking High Using Keyword Mastery
Amazon SEO optimization requires a fundamental understanding of the basics. These basics involve knowing how to use keywords effectively.
Regarding eCommerce, keywords are what people put into the search bar. The results are what Amazon calls “relevant.”
To be relevant is to meet the search query closely. So if you sell a y-shaped carrot peeler, you would include that keyword. This is an example of a “long-tail keyword.”
Long-tail keywords are three or more words. Customers enter these keywords when trying to fulfill specific needs. These needs are known as “buyer’s intent.”
Why focus on long-tail keywords? Because they are better at meeting specific needs. These also contain short-tail keywords.
To start, you also need to focus on lower competitiveness. Here is the roundup:
It would help to target long-tail keywords with few competitors and relevant to what you sell. Use one of two options to find these keywords:
- Amazon’s PPC campaign tools
- Third-party keyword analysis tools (like AMZScout)
After you find good ones, sort them by priority. This priority list should include three general categories:
- Primary keywords – The most critical keywords to include in the title, bulleted list, and product description
- Secondary keywords – Keywords to include in your bulleted list and product description that meet your buyer’s intent. These are usually less important because of their higher competition or lower search volume.
- Backend keywords – The keywords you include on Amazon’s backend list when you have nowhere to put them on your product description naturally
Focus on placing keywords naturally. Don’t force them. You can check out the product description guide for more tips.
- Business Boosting with Sales Velocity
Sales velocity is how fast your customers move through your sales pipeline. It breaks down into four aspects:
- Deal Value – the maximization of resources for both you and your customer.
- Conversion Rate – The number of sales you make over the number of sales opportunities.
- Opportunity Count – the number of potential customers (including those that do not buy)
- Sales Cycle Length – how long it takes for you to make a sale
You can calculate velocity by multiplying the first three (value * conversions * opportunities) and dividing them by the last one (cycle length).
To increase velocity, you should focus on boosting your lowest number. Addressing your sales weaknesses helps you where your product needs it.
Here are a few examples of what you can do:
- Boost your deal value by providing free accessories
- Increase your conversion rate by creating more meaningful advertising
- Boost your opportunity count by expanding your advertising budget
Boosting sales velocity is a huge part of your Amazon marketing strategy. Regularly asking yourself what you need to grow can help.
- Focused Growth Campaigns
Most people in the US spend six hours a day on their smartphones. Forgetting mobile is a mistake in Amazon digital marketing.
Mobile-first advertising leverages the mobile web for unique advertising. Here are three examples:
- Geo-location Based Advertising – Ads based on someone’s location
- App Advertising – Ads built into an app.
- Gamified Advertising – Ads made to look like an interactive game
Mobile advertising also has fullscreen video content. So leveraging the power of video and mobile together is an excellent opportunity.
Mobile-first technology is also a significant part of website design. Creating a unique eCommerce page is an excellent opportunity to boost your brand exposure.
Amazon’s latest algorithm changes prioritize off-site traffic. There is much greater value in a business that can bring new people.
Always ask yourself how you can leverage new technology. For example, putting your product into a minigame is unique and exciting. Think of ads and mobile experiences that stick in people’s heads.
- A Combined Approach to Amazon Advertising
The most critical part of Amazon marketing is understanding the basics. While essential marketing isn’t trending, it is powerful.
For a new, unbranded seller, there are two forms of advertising. These are product and display advertising.
Sponsored product advertising increases sales of your item. It puts your product in a better position for a search query.
Sponsored display advertising is similar. However, they resemble classic banner ads. So they don’t blend in with other listings.
Both are forms of PPC (Pay Per Click) advertising. These ads are incredibly cost-effective, enabling you to set bid limits. However, Amazon’s bid system charges you based on competition. Expect a data-driven approach.
So if few people buy the ads, you pay less. For example, if the next highest ad bid is $1, but you are willing to pay up to $5, you’ll pay just above the dollar. Stickin with Amazon is best if you have a limited advertising budget.
However, members of the Amazon Brand Registry have access to Brand Advertising. This enables you to advertise a set of products. They are still similar in format to display ads.
Brands also generate more of a following. Almost 80% of customers prefer brands. You also get a unique storefront to better group your products.
So if you want to start a business, think about making your brand. Not sure where to start? Focus on trending niches you can find here:
- Third-party analytics tools
- Google Trends
- Social media (like Pinterest or Twitter)
- The Amazon Trend Report
- The Amazon Influencer’s Program
The influencer market is nearly a $17 billion industry. Much of this comes from people liking popular things. Thankfully, Amazon makes this part easy.
Most influencers are out of many budgets. Significant players like Kim Kardashian are likely out of most people’s budget. However, you can solve this problem with micro-influencers.
Micro-influencers are unique in that they cater to a particular audience. You might find an influencer who specializes in refurbishing coffee tables. Some strategic placements could help you out with exposure if you sell coasters.
You can also decide to reach out to influencers yourself. Sometimes, a bit of one-on-one discussion can help save you some money. However, stick to professional influencers who have proven results.
If an influencer doesn’t have a program for partnering with people, they might not. Check their website to see your options.
Amazon’s Influencer Program solves a lot of that wait time for you. It also is a nice segway into this next point.
- Leveraging Amazon Live
Amazon Live is a direct admission of the power of video content. It is a live streaming platform where influencers talk about products.
Amazon has a wide range of influencers to draw from. You can also find pre-recorded content. The products of these influencers have appeared along with the video. So customers can easily buy your products.
Almost 90% of customers rely on social proof to make a purchase. Amazon Live also shows your products in action. So if you are looking for more immediate confirmation, this is an excellent first step.
Amazon Live also works as an FAQ. Prospective buyers use the chat function to ask questions. Influencers who personally use the product can answer. Overall, it’s an excellent way for people to see what you have to offer.
Brand owners can also use this platform. Streaming is easily one from any iOS using the Amazon Live Creator app. You could jump onto a livestream to discuss what makes your product remarkable.
Start by checking out some of the live shows Amazon already hosts. Integrating your product with existing shows allows you to see how others do it.
- Understanding the Amazon DSP (Demand Side Platform)
The Amazon Demand Side Platform (DSP) is an automatic ad purchasing tool. Its use expands to both on and off Amazon.
The power of DSP comes from programmatic advertising. It is the automated buying and selling of ads. Think of it as a media buyer in the cloud.
DSP also makes use of popular ad types:
- Audio ads
- Display ads
- Video ads
Programmers use metrics to determine a series of steps to take. For example, you might decide to retreat five times. After the sixth time, data shows customers don’t buy. Any further ad buying is a waste.
To understand how you can leverage this, check out Amazon’s DSP course. The course traces how to use the DSP more effectively. It is necessary to know how to create campaigns.
Companies like Lenovo use these campaigns to sell their products. Understanding how to use it can help immensely.
- Direct Mail Campaigns
Trends don’t always have to be the pinnacle of technology. Sometimes, an old-fashioned direct mail campaign can work wonders.
There is much usefulness to finding emails for your Amazon marketing strategy. However, direct mail has a personal touch.
Direct mail is the most significant portion of local ads. Spending on this effort comes to $38.5 billion. When you sell things on Amazon, people don’t expect mail. Being unexpected makes you stand out.
So if you want to start a unique brand on Amazon, consider these steps:
- Collect a bunch of addresses from your current customer list
- If you don’t have a list, try canvassing an area
- Put mention of a free accessory in your letter
- Make it handwritten (if you’ve got the patience and handwriting)
- Thank the reader for taking the time out of their day
- Mention your product and how you are a small business
Remember that you don’t want to offer free products for reviews. Amazon is picky about incentives for feedback.
However, off-Amazon promotional campaigns aren’t banned. You’ll want to pay attention to the TOS. Amazon does change things reasonably often.
Both Amazon SEO and marketing are combined efforts. Using both will enable you to create multiple sales channels. Consider SEO to be an unusual form of marketing.
Remember to try multiple marketing strategies as well. Using Amazon DSP and the influencer’s program can help heighten your efforts. However, don’t forget about the classics.
Video ads are heavily underutilized. So combining video with almost all other strategies helps. Through these tips, your Amazon store will grow.