Amazon Content Marketing: How to Standout From your Competitors
With a 49% share of the US e-commerce market in 2018, competition on Amazon is fierce, so differentiating your brand from your competitors can seem like a daunting task. There are a couple of ways in which you can stand out, including using
Amazon Enhanced Brand content or optimizing your keywords and Amazon Listing Optimization.
However, the most effective way of differentiating from your competitors in the long run, is to really invest in your brand and brand identity. Leveraging yourself and your brand as a resource can lead to boosting your product awareness, attracting your target customers, differentiating you from your competitors and ultimately leading to more traffic and revenue for you and your business.
Many of the categories on Amazon are saturated with similar products. So how should you leverage your brand identity and voice to stand out from your competitors? Understanding your brand identity should be at the center of your marketing strategy on Amazon. So much so that we’ve even created a tailored solution to cater to all of your Amazon branding needs.
But if you’re looking to optimize your product listings that already exist, or looking for inspiration when starting your e-commerce business, here are some tips to help you leverage your brand identity in Amazon content marketing to help you stand out from your competitors.
Identify and Understand Your Audience
When beginning any branding or marketing strategy, the first and crucial step is to identify, and then really try to understand, your audience. They should be the basis for your entire strategy.
It’s important that you’re reaching the right audience: those who are potential decision makers or who can share the content or product with decision makers. When you’re leveraging your brand identity as a resource, the most important thing to keep in mind is, the consumer.This will help you to build your content strategy, and your brand’s voice.
Imagine you are always addressing your ideal customer, and think about what their response would be to any content you produce. In this way, the audience determines the form, subjects, platforms, metrics, and success of your content.
Produce Relevant Content
The content you produce should be relevant to your audience and to your brand identity. Disseminating irrelevant or unnecessarily lengthy content can create consistencies that can confuse and deter your customer. It can also lead to higher bounce rate. A bounce rate when a consumer is put off by an element of a product listing and decides to redirect to a competitor’s listing and bring their business elsewhere.
Your content should apply to your products, market, and brand lifestyle. For example, a tea and coffee company, who are wanting to sell more matcha tea, could choose to create content such as a recipe. This way you are creating content that is interesting and engaging, while promoting your product and brand. For example: a brand selling coffee or tea could post a recipe for lattes. This gives them the opportunity to share engaging content with their customers, while promoting their products and brand.
Use Your Brand Voice
The content you choose to produce is a direct example of your brand voice in action.
Continuing the example of the article on how to make the best matcha tea latte, the tea and coffee brand can display their brand voice through this content. The brand voice and identity is about encouraging people to live a healthier lifestyle, feel energized and renewed, and to create a sense of luxury - or the consumer treating themselves - when they know that the product is the best quality available on the market.
On the other hand, a financial planning firm might have a more serious brand voice, encouraging people to plan for their financial future, live more frugally, or save. Thus, they could produce content on topics such as ‘5 ways to save money that are easier than you think’, which would effectively portray their brand voice, identity and mission.
The most important thing to remember when thinking about your brand’s voice is consistency. The tone, message, subjects, and sometimes format or perspective, should be consistent throughout your content, product descriptions and all written media.
Create a Content Strategy
Implement a content marketing strategy as you would any other marketing plan. What is your key objective? What do you hope to gain from your approach? Who is your audience and how will your strategy fulfill their unique needs and wants?
The strategy for your content should include deadlines, goals, metrics, and processes. If you are a team, consider using free online team organizational tools such as Asana, to organize your work and tasks, make notes of when particular assignments are finished, and plan for your businesses’ future.
With a formalized concrete plan in place, with set deliverables, you are far more likely to see a greater return on investment.
Be a Resource
Leveraging your brand as a resource can be a very effective way to stand out from the crowd of competitors. Here are some steps you can take to leverage your brand, presuming that, you are trying to sell in a saturated market:
1. Consider the value you can provide
Think about how you can educate people on the category in which you are trying to sell. How and where can you answer questions which are related to your product and this field? You could create content which shows your professionalism and authority on the subject, or space where questions can be answered by experts in the industry.
2. Create a place where you can share this value
Start up a blog on your website - and share the value and expertise of your brand through regular posts. A good way of identifying topics is by analyzing your frequently asked questions. This shows the consumer that you’re creating a sense of community with your brand, and that you really understand their needs. If your most FAQ is on the kindest materials for baby clothes, write a blog post about this, in a calming voice addressing your consumers concerns.
3. Send traffic to your site and original content
This can be done through running Facebook or Instagram ads, sharing your content on all social media channels, and targeting keywords. You could even consider working with influencers to reach a wider audience and increase brand trust. Remember to make the imagery of your posts appeal to your target audience.
4. Start email marketing campaigns
Put tools and automation in place on your site to build your email list, ensuring that the traffic on your site is not wasted. Send out content focuses emails that show you as a source of knowledge and expertise in the area.
5. Include CTA’s
Compelling Call To Action buttons on your email marketing campaigns and social media posts lead consumers straight to your product listing and brand page on Amazon - the more compelling the CTA and the more reliable your brand voice, the more likely you are to increase traffic to your site!
Many online consumers do a lot of research before purchasing anything - to ensure that you stand out from the crowd by knowing and targeting your audience, and selling yourself as a resource which the consumer can trust, and thus really buy into.