How can physical sellers succeed on Amazon?

The popularity of Amazon Marketplace over the years has made Amazon a more attractive destination for physical retailers. In a recent column, I discussed the example of a retailer that relies on Amazon to complete its offline operations. Recently released data suggest that Amazon represents a major opportunity for retailers to attract more customers by being present on the site. As reported in Marketplace by Pulse 78% of keyword searches performed on Amazon are unbranded. In other words, most people are looking for categories of products such as "AAA batteries" and "men's shirts" instead of trying to find specific brand names. Now, consider that Amazon overtook Google as the most popular destination for people who want to search for products. Physical retailers need to consider Amazon as a platform to not only sell more products, but also to enhance their reputation. This will create a virtuous circle of success.

Here's How Retailers Can Win on Amazon

Winning on Amazon is not much different from digital use outside of Amazon. You have to attract customers and keep them. The fundamentals are the same, even if the rules differ from one platform to another.

Attracting Customers

Have you heard how many times now? – about Google, Facebook and other digital platforms, which attract and convert customers, involves associating an organic and paid media strategy to the management of customer reviews .

  • Optimizing Research . For example, optimize product titles and product category descriptions to meet 78% of unbranded searches on Amazon. Be sure to include a brief and concise description of what your product is, how much is available and, depending on your category, crucial details such as color, size and price that will keep you all apart. Take into account how you manage Amazon backend keywords which are keywords that you use on the backend of your seller account. And, in the era of visual storytelling, it's essential to use strong, clear images that allow buyers to make detailed comparisons.
  • Capitalize on Amazon Advertising . Amazon starts the dominance of Google and Facebook on online advertising, as I mentioned in a column of last year . His share of digital advertising, although modest, is on the rise and steals business from Google . In recent years, Amazon has launched a series of advertising products for businesses, whether they sell their products on Amazon or not. Among the popular Amazon Advertising products are sponsored products, which allow companies to promote their products to buyers looking for keywords or similar products on Amazon. They appear as an inventory next to the search result. People who click on the list of sponsored products are added to your inventory. On the other hand, the display ads show relevant ads for buyers who are actively watching specific products – the content may appear in the inventory of a competitor 's products. Here are some of the products available among the set of tools expanding rapidly .
  • Beware of your criticism . Customer Reviews on Amazon work like on Google: they increase your chances of being chosen and make your products more visible. In fact, analyzes are among the most important ranking factors according to Amazon's A9 search algorithm. Unfortunately, unethical companies attempt to thwart the system with false assessments . But false reviews are not a reason to ignore a strong criticism program. It's important to proactively the critics – and, effectively, handle criticism means asking for them, as long as you comply with Amazon's terms of use. (such as the use of the central buyer's messaging system).

Keeping Customers

Keeping customers, it's being vigilant: watch for customer feedback to improve your products and services. Here's another reason why managing your customer ratings / reviews on Amazon is essential as well as far-reaching – they are the cornerstone of your reputation.

A five-star rating in itself does not mean much. However, a series of exams over a given period provides you with valuable, unstructured data that you can and should use to improve your service, whether you need to price your products more competitively, make better stock selection, or improve your inventory. your practices of execution. 19659013] Critics help to create a virtuous circle on Amazon: the more positive your criticism is, the more likely it is that non-branded searches will land on your merchant page. When people visit your page to see these reviews, they are more likely to buy what you sell. The journals, in turn, also provide you with feedback to help you improve your products and services, leading to more positive reviews.

But you do not create this virtuous cycle unless you use this contribution of journals to improve yourself. 19659004] What you need to do next

Being on Amazon has another major benefit: you protect yourself as Amazon develops into physical retail through operations such as its traditional bookstores and Amazon Go for groceries. If you are a well-established retailer with a strong local presence, you have one advantage – and you can take advantage of that by relying on your storefronts to manage product satisfaction for your online presence. But this advantage may not last. Now is the time to take action by leveraging the strengths of the largest online retail search platform.

The opinions expressed in this article are those of the invited author and not necessarily those of the search engine. Associated authors are listed here .

About the Author

Adam Dorfman is a digital marketing and technology professional with over 20 years of experience. His expertise covers all aspects of product development, as well as sizing of product and engineering teams. He has been in the areas of SEO and local SEO since 1999. In 2006, Adam co-founded SIM Partners and helped to create a business that allows companies to automate the process of attracting and developing customer relationships over several sites. Adam is currently Product Manager at Reputation where he integrates, with his teams, location-based marketing, reputation management and customer experience. Adam regularly contributes to publications such as Search Engine Land, participates in the investigation of Moz's local search ranking factors, and regularly intervenes at search marketing events such as Search Marketing Expo (SMX). ) West and State of Search, as well as industry-specific events such as HIMSS. . Follow him on Twitter @phixed.

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