Experiment with Amazon as a content marketing platform for real-time customer feedback to your marketing efforts and a global audience.
Though Amazon is a monolith unto itself, it’s ultimately no different than any other marketing opportunity in regards to content strategy. Visual composition must be designed with care. Copy should reflect audience and intent. But what you might not consider is that your search engine strategy and Amazon search strategy should harmonize with one another.
You might be thinking, “But nobody goes to Amazon for content. They go to browse. To shop. To buy!” And you, my friend, would be wrong. At the moment, 64% of Americans have Amazon Prime, and 55% begin their product searches on Amazon. Talk about first impressions.
We’ll show you five reasons why Amazon should rank highly in your current content strategy and how to implement them today.
Brand Loyalty Begins Here
The newly redesigned Brand Stores provide an entry point for brand building where customers can get excited about a more visually-driven opportunity to meet consumers where they are in their sales journey. Liken it to browsing magazine-worthy images and graphics, comparing features and pricing, and protecting brand reputation through high-quality marketing. The customizable design templates also provide a dynamic canvas to showcase your brand and the story around your products.
Customizable Formatting Lets You Tailor Content
If you map the “Amazon Effect” (i.e. the disruption of the retail market from dominating e-commerce and online sales) against the classic marketing funnel, “search” typically falls within the top-of-the-funnel stage and “reviews” within the middle and bottom-of-the-funnel stage. There’s fluidity in the way people shop and browse for products. Amazon allows brands to develop and design content that nurtures leads within their specific funnel through multiple templates and easily editable formats.
Follow Consumers Down the Rabbit Hole
Compared to the “Target Effect,” you might call Amazon the digital equivalent with consumers seeking out online retail content for one product and coming out with full carts of unintended products. It goes without saying that brands can maximize potential customers’ willingness to browse and buy by showing them relevant content at exactly the right moment. On Amazon, content designers must always be aware that that moment often occurs when a customer is actively browsing the competition.
Rank Higher in Search and Consumer Credibility
Google the keyword “shoes,” and you’ll get a search engine results page filled with listings rife with manufacturer’s listings (brands promoting and selling their own products) along with Amazon listings. Amazon best sellers, top rated, most wished for, and hot new releases are content-based listings that often surface in addition to these typical listings.
Plus, consumers know that Amazon provides optimized access to thousands of reviews, similar product recommendations for comparison shopping, and even free 2-day shipping with Amazon Prime. Which listing invites the first click? Most consumers prefer the delivery from a neutral third-party as opposed to brands promoting their own goods and services. Make that 70% of consumers that trust reviews from people they’ve never even met more than brand statements according to Consumer Affairs. If that’s not persuasive enough, at the most fundamental level, brands rank higher in search engine algorithms with valuable keyword-rich content.
- Rank Higher in Search and Consumer Credibility
Good content marketers are inspired by the nuts and bolts of how consumers interact with a product: reviews, questions, problems and behaviors. It’s all fair game. Amazon provides an opportunity to address issues and continue to grow your brand by communicating with consumers beyond the limits of even your brand’s website. Real time consumer feedback allows you to fill unexpected gaps in your marketing efforts in the hopes of boosting online sales and – through the halo effect – brick and mortar sales.
Does your brand have a content strategy? Your Amazon content should feel connected and aligned with the marketing you’re already promoting. As a content platform, Amazon is simply a new voice for the content you’re already creating while also providing an opportunity for experimentation when possible.
Have you implemented Amazon as a content strategy for your business? Let’s keep the discussion going. Contact our digital marketing experts at RLC Media to learn more.