If you want to have a successful business, your customers are the key. They bring the sales, market the product for you, and give you feedback for improvement. Thus, you have to strengthen their trust, as well as establish new relationships as effectively.
And with branding, you can help your business succeed faster by giving a better customer experience and making it stand out from your competition. These two are important when it comes to doing business in a huge marketplace like Amazon.
What is Brand Visibility?
Brand visibility banks on familiarity, which is the tendency of a consumer to choose a brand he knows over an unfamiliar one. You can say that the more visibility your business has, the more shoppers will choose you even when given several options.
You can also see this from the perspective of popular opinion. Undecided shoppers and those that are first-time users of a product will tend to follow what most of their family, friends, or peers recommend. Or, pick the product that has a lot of reviews.
Unconsciously, customers associate trust and credibility with these popular or more visible brands. And that’s what you should aim for, too.
Thus, if you want to work on something with long-term results for your business, it has to be brand visibility.
How Can I Increase the Visibility of My Brand on Amazon?
Customers nowadays are getting smarter; doing more research and comparisons, in short, taking their time to look for the product that can provide them the best value for their money.
During the whole customer journey, there are two critical stages that you have to make sure you capture – attention and purchase decision.
Brand visibility can help you stand out from the sea of sellers that Amazon continuously entices every day. Not only does your product shows at the top spots of the search results, but also on the ads to customers that are looking for the exact one. As you see, brand visibility cannot be achieved by trudging a single pathway; it is a combination of strategies and continuous optimization.
The good thing with Amazon, it offers plenty of solutions for sellers to capture customer attention and achieve brand visibility. You should exhaust all of these to ensure positive results. But it takes strategy and the right timing to maximize all of your opportunities, thus, we came up with this step-by-step guide.
Here are the different ways to achieve brand visibility on Amazon:
Search Engine Optimization
SEO is generally an effective strategy when it comes to achieving organic ranking, sales, and visibility online. It involves the use of keywords, which are words and phrases that are frequently used when searching for particular information.
To be more effective in using SEO, first, you have to do keyword research. Create a list of keywords that are most relevant to your product. For example, if you are selling winter boots, then the most relevant keywords include “winter boots” and “boots for snow”. Continue expanding your list to include more specific details like “winter boots for women”, and “leather winter boots”.
However, manually doing keyword research will take a lot of time. This is where the use of keyword research tools becomes handy. There are tons of options out there to choose from, most of which are free to use.
Keyword research tools are also more efficient in doing the process as they can return results faster and in a more expanded list.
More so, these tools use historical data to determine the most relevant and highly-converting keywords (keywords that convert to sales) within your niche.
There are plenty of ways SEO your product listing and brand on Amazon.
Now that you have a list of keywords, add them to your product title, bullets, and product description. Just make sure to sound as natural as possible as you are still writing for human shoppers and not just a machine (algorithm).
Though SEO remains the best backbone for organic ranking and product visibility, it takes time for results to kick in. If you need quicker results, you can do paid advertising, which is Sponsored Ads on Amazon.
Sponsored Ads allow you to display banner-type ads within the top, sides, and bottom of a relevant search results page. Meanwhile, a type called Sponsored Products lets your product listing show up first on the first page of the search results page. Sponsored Ads, though, work based on bidding wherein you bid an amount for your chosen keyword. You bid to win the top ranks on the search results page. Meanwhile, the bid corresponds to the amount you will pay for each click your ad gets, which is the essence of pay-per-click advertising.
Aside from bidding strategically, you also have to fine-tune your sponsored ad campaigns to get the best results. You can set bid amounts and limits, add negative keywords, add or change the target keywords depending on the results of your research, etc. Continuous optimization can help you maximize your ad spend and lower your ACoS in the process.
Amazon Brand Registry
Registering your brand in Amazon Brand Registry grants you access to exclusive tools to improve brand visibility.
You can now have your own virtual store where you can showcase more products and add more information about your brand and the lifestyle it promotes. This way, you can let your customers get more in-depth about your brand and understand your advocacy, improving customer experience, a mile high. You also have more means to compel shoppers to buy from you from the perspective of trust and brand visibility.
Amazon is getting more dynamic when it comes to the content you can add to your product listing. While it retains the same minimalistic layout, you can now add videos and utilize special sections like Enhanced Brand Content and A+ Content wherein you can include more information about your brand and the products it offers.
For best results, complement your Amazon onsite strategies with offsite solutions like:
This solution allows both Amazon and non-Amazon sellers to utilize the reach and traffic of the platform. It also allows Amazon sellers to advertise beyond the platform to reach more audiences and target a wider market. It also allows you to increase your brand visibility.
Social Media Marketing
Social media gives your brand more visibility in the whole online space. It can boost your brand’s visibility on Amazon as well.
Social media gives your brand social proof and presence, which are what customers are looking for before deciding on a product. Make sure you have updated accounts on relevant social media platforms. Engage and interact with your target market by uploading relevant content, answering comments, and taking feedback to further improve your products or your brand as a whole.
In addition to all of the above,
Make sure you don’t run out of inventory as running out of stocks can affect your algorithm ranking, which is an influencing factor for your brand visibility.
Pricing is also another huge factor, so make sure you set a competitive price for your products. Research your competitor’s pricing, as well as consider Amazon’s suggestions. Balance it out by considering your costs and profit margin.
Put effort into the packaging and make sure it also resonates with your brand identity.
Tracking and measuring the performance of your efforts and strategies are important. That is for you to spot areas for improvement and opportunities well. Amazon includes metrics that allow you to measure each key performance indicator, as well as provide actionable insights about the measurement it sent.
Need More Help?
Getting started may be a cumbersome task for you. Or maybe, sustaining your sales momentum is now more challenging due to increasing competition. Or simply, you’d rather invest in guaranteed results by entrusting your brand visibility to experts. And those exactly are some of the compelling reasons why Signalytics was born.
Get in touch with us today to know more about the plethora of services we offer that can help your Amazon business reach its full potential.