Chapter 4 – Strategies to Implement on your Product Launch
Marketing for Seasonal Products
In the realm of Outdoor Recreation brands and other highly seasonal products, it’s a common practice for sellers to scale back marketing efforts during the off-season. However, this approach can prove detrimental to your long-term success on Amazon. Marketing campaigns on the platform require time to gain momentum, and pausing them during slow sales seasons means relinquishing valuable ground to your competitors.
To ensure consistent traction on the marketplace and avoid losing ground during the off-season, it is crucial to maintain marketing efforts year-round. While you may consider reducing the marketing budget during slower periods, completely turning off marketing is not advisable. Instead, it is essential to strategically allocate resources to maintain a presence and prepare for the upcoming peak season.
One highly effective approach is to increase your marketing budget one to two months before the start of the peak season. This proactive strategy allows you to build early momentum and capture the attention of shoppers as they start preparing for the seasonal demand. Embracing the full suite of Amazon marketing tools during the peak season is equally vital. Leveraging strategies like Amazon ads, coupons, and Amazon Live can significantly boost visibility and foster meaningful engagement with your target audience, resulting in increased sales and enhanced brand recognition.
Reviews are Critical
In the fiercely competitive Sports & Outdoors category on Amazon, customer reviews play a pivotal role in determining a product’s success. With countless similar products vying for shoppers’ attention, genuine reviews wield substantial influence in the decision-making process, especially for entry and mid-level consumers comparing similar items. However, brands encountered a challenge when Amazon discontinued its Early Reviewer Program in April 2021, leaving them in search of alternative ways to encourage valuable product reviews.Recommendations for Maximizing Reviews:
- Utilize Seller Messaging: Harness the power of Amazon’s Seller Messaging feature to send post-purchase feedback request emails to customers. When using this approach, it is crucial to adhere to Amazon’s guidelines to avoid violating any rules. Keep the messaging concise, yet personalized, gently urging satisfied buyers to share their experiences through reviews. A well-crafted message can prompt customers to express their satisfaction, leading to an increase in positive reviews.
- Power of Social Media: Engage actively with your brand’s community on various social media platforms. Building a loyal following can motivate repeat customers to leave positive reviews on Amazon. Create engaging content, informative posts, and offer exclusive deals to foster a sense of loyalty among your audience. A loyal customer base is more likely to advocate for your products through genuine and impactful reviews.
- Showcase Amazon Reviews: Showcase your brand’s credibility and trustworthiness among potential customers by incorporating snippets of positive reviews from Amazon on your brand’s direct website and social media channels. These authentic testimonials can sway potential customers, instilling confidence in your products. Displaying positive reviews outside of the Amazon marketplace can be particularly persuasive to shoppers researching products beyond the platform.
Product Targeting for Amazon Ads
In the dynamic realm of Amazon advertising, certain products within specific categories often require a more targeted approach to maximize their impact. This is where product targeting comes into play, offering a highly effective strategy, particularly for product listings that may not be fully optimized for keywords. With product targeting, brands can display ads based on the products shoppers have previously viewed, ensuring personalized and relevant ad experiences. This approach enhances the chances of conversions and opens up valuable cross-selling opportunities.
For optimal results, we recommend two key strategies when leveraging product targeting. Firstly, capitalize on product targeting to promote substitutes for competitor products. By strategically positioning your products as compelling alternatives to those of your competitors, you can attract potential customers who have displayed interest in similar items. This tactic not only helps you gain market share but also positions your brand as a strong contender, enticing customers looking for alternatives.
Secondly, utilize product targeting to promote not only your own complementary products but also those of your competitors. This strategic move allows you to showcase additional items that complement the products shoppers are already considering. By presenting these complementary products, you can encourage customers to add more items to their shopping carts, effectively increasing the average order value and driving overall sales.
Include Technical Specs in Keywords
In the competitive landscape of Amazon, many brands overlook the significance of optimizing their product listings, leading to missed opportunities for successful ad campaigns. To ensure your Amazon ads reach the right audience and achieve optimal performance, prioritizing listing optimization for relevant keywords is crucial.
- Strategic Keyword Placement: Strategic placement of relevant keywords is paramount to boosting your product listing’s visibility and search ranking. Incorporate technical details and relevant keywords in key areas such as the title, bullet points, product description, and image alt text. This holistic approach increases the chances of your listing appearing in relevant search results and attracts potential customers looking for products like yours.
- Leverage Backend Fields: The backend fields in your product listing offer a hidden advantage for keyword optimization. Use these fields to include additional keywords, misspellings, and even Spanish keywords if applicable. Unlike frontend keywords, backend fields do not require commas or repetitions, providing greater flexibility in keyword selection and optimization.
- Avoid Using ALL CAPS: Amazon’s updated policy now prohibits the use of ALL CAPS in product listings. To maintain compliance and avoid potential penalties like listing suspension, refrain from using this formatting in your product descriptions and titles. Instead, focus on clear and concise product descriptions that showcase your products’ unique features and benefits.
Capture Market Share with DSP
Amazon Demand Side Platform (DSP) is a game-changing tool that enables brands to connect with their target audience through a variety of engaging ad formats, including display, video, and audio ads. These ads are strategically placed across Amazon’s vast ecosystem, encompassing Amazon.com, Amazon devices, applications, Amazon-owned websites, and even affiliate websites and apps. The platform leverages Amazon’s vast repository of real-time first-party shopping data, providing brands with invaluable insights to precisely target shoppers based on their previous purchases, product views, preferences, lifestyle, and more.
The data-driven nature of DSP campaigns makes them highly effective in attracting new shoppers to a brand’s products. In one remarkable DSP campaign, an astonishing 84% of orders were generated by new-to-brand shoppers, a testament to the platform’s capability to significantly expand a brand’s customer base.
To maximize the impact of your DSP campaigns and achieve optimal results, consider implementing the following recommendations:
- Dynamic Display Ads: Embrace dynamic display ads to showcase products that are most relevant to individual shoppers, based on their previous browsing history. Personalizing the ad content in this manner enhances the likelihood of converting potential customers into active buyers, effectively boosting conversion rates.
- Target Previous Viewers: Strategically target shoppers who have previously viewed your product listings, as well as those who have engaged with similar products from your competitors but haven’t made a purchase yet. This strategy aims to raise brand awareness among a highly relevant audience, offering them another chance to consider and engage with your products.
Sponsored Brand Ads to Brand Store
Sponsored Brand Ads and Sponsored Brand Videos are powerful tools that can captivate shoppers and significantly boost sales on Amazon. These advertising options offer a unique opportunity to showcase three of your products, enticing customers to explore your entire Amazon catalog by guiding them to your brand store. To maximize the impact of these advertising options, consider implementing the following recommendations:
- Diverse Product Types: In your banner ad, feature a curated selection of multiple product types from your catalog. This approach demonstrates the breadth of your offerings, appealing to a broader audience and increasing the likelihood of attracting potential customers. By showcasing diverse products, you position your brand as a one-stop-shop for various needs, boosting customer interest and overall sales potential.
- Complementary Products: Utilize the banner ad to promote complementary products that go hand-in-hand with each other. This strategic approach signals to shoppers that they can purchase a complete set or kit from your brand, enhancing their shopping experience. Encouraging customers to explore additional products within your brand’s portfolio fosters brand loyalty and increases the average order value.
- Your Brand Store: Leverage the full potential of Sponsored Brand Ads by linking them directly to your Brand Store. By doing so, you offer shoppers an immersive and branded shopping experience. Your brand store serves as a hub for your products, allowing customers to explore your offerings in a seamless and visually appealing manner, which can lead to higher engagement and conversion rates.
- Sponsored Brand Videos: Sponsored Brand Videos are a powerful tool to professionally showcase your brand and create a deep connection with potential customers. Use these videos to tell your brand’s story, highlight your product features, and emphasize your unique selling points. Engaging video content can leave a lasting impression on shoppers, encouraging them to choose your brand over competitors.
Use A+ Content and Brand Stores to Cross-Promote
A+ Content and Amazon Brand Stores have emerged as game-changing tools, demonstrating a remarkable ability to boost conversion rates and drive sales for brands of all sizes. Capitalizing on these powerful features presents a golden opportunity to showcase products in a captivating manner and establish meaningful connections with customers. Brands equipped with extensive product catalogs can extract even greater value from Amazon Brand Stores, as they offer an effective platform for strategic cross-promotion.
To leverage A+ Content and Brand Stores to their full potential, consider the following recommendations:
- Product Benefits and Features: Seamlessly integrate A+ Content and Brand Stores to provide customers with in-depth technical specifications, elaborate on product benefits, and narrate compelling brand stories. Comprehensive information engenders trust and actively engages customers, strengthening your brand’s positioning in the market.
- Product Comparison Module: Introduce a dynamic product comparison module within your A+ Content to showcase distinct product lines and emphasize the unique selling propositions of each item. Encouraging exploration of your product offerings fosters customer satisfaction and interest.
- Sizing Charts: For products where sizing plays a pivotal role in purchase decisions, include clear and concise sizing charts in your A+ Content. This thoughtful addition empowers customers to make confident choices, reducing the likelihood of returns due to sizing discrepancies.
- Lifestyle Images: Enhance the allure of your Amazon Brand Store by skillfully integrating captivating lifestyle images. These visuals not only demonstrate product usage but also form a personal connection with customers, cultivating a more immersive and enjoyable shopping experience.
- Social Media and Influencers: Extend the reach of your Amazon Brand Store by strategically incorporating attributable links in your social media posts and influencer collaborations. By directing potential customers to your Store, you expand exposure and elevate the potential for increased sales.
- Sponsored Brand Ads: Amplify the impact of your Sponsored Brand Ads by directing them towards your Amazon Brand Store. This shrewd strategy allows customers to explore your full product range, amplifying the prospects of multiple purchases and driving overall sales growth.
Videos & Images
In the fiercely competitive realm of Sports & Fitness products, capturing shoppers’ attention and inspiring them to make a purchase is paramount. This category is fueled by consumers’ aspirations to improve their physical and mental well-being, making lifestyle images a vital element in product listings. Featuring individuals actively using the products and experiencing their benefits can effectively convey to potential buyers that the product will enhance their fitness journey and lifestyle.
When it comes to the Sports & Fitness category, understanding product size and functionality is essential. Shoppers need clear visual representations of how the product fits into their daily lives and exercise routines. High-quality images and videos showcasing the product’s size, dimensions, and usage can alleviate any concerns and empower potential customers to make informed decisions confidently.
For certain products in this category, complexity may be a challenge. To address this, product demonstration videos emerge as powerful tools for educating and exciting shoppers about the product’s capabilities. These videos break down complex features, demonstrate proper usage, and even showcase various exercises or routines related to the product.
To optimize Sports & Fitness listings, consider implementing the following recommendations:
- If the product boasts technical features, include compelling product demonstration videos to effectively highlight its functionalities.
- For products that may be challenging to set up or install correctly, consider incorporating troubleshooting videos to assist customers with any potential issues.
- Emphasize lifestyle images by including 2-4 images in your Amazon listings, showcasing the product in action and its positive impact on the user’s life.
- Leverage existing images and videos created by influencers to enhance your product’s visibility and credibility among potential buyers.
- If applicable, include a sizing chart or infographic to provide comprehensive information about product dimensions, ensuring a seamless shopping experience for customers.
Build Community on Social Media
In the dynamic world of Sports & Fitness and Outdoor Recreation, vibrant communities naturally form around shared interests and passions. Capitalizing on these communities through effective social media management can be a game-changer for brands seeking to establish trust and loyalty among their customer base. If your brand is eager to harness the power of social media but lacks the time or expertise, Basilio Inc offers a top-notch Social Media Management service, adeptly handling the following key recommendations:
- Brand Personality: Crafting a distinctive brand personality that aligns seamlessly with your brand values is paramount. Infuse your brand persona with authenticity and relatability to captivate users and establish meaningful connections. By doing so, you can significantly boost engagement and foster a genuine affinity towards your brand.
- Share Engaging Content: Beyond product promotion, offer captivating images, videos, and valuable content related to industry news, techniques, interviews, and trends. Even if they don’t directly feature your products, this diversified content approach ensures your social media channels become an inspirational and knowledge-driven destination for your followers.
- Manage Branded Social Media Accounts: Establish and maintain branded social media accounts across major platforms like Facebook, Instagram, Pinterest, Twitter, YouTube, and TikTok. Each platform serves distinct purposes and caters to different audience segments, offering unparalleled opportunities to reach and connect with a diverse customer base.
- Organic Growth through Interaction: Foster an engaged network by actively engaging with other accounts within your industry or niche. Like, follow, and comment on posts from like-minded accounts to build authentic relationships and foster a strong sense of community around your brand.
- Customer Communication: Showcase your brand’s commitment to customer satisfaction by providing timely and thoughtful responses to comments and messages. Your social media channels should be perceived as reliable and accessible communication channels, ensuring customers can effortlessly connect with your brand.
Use Influencers to Generate Content
In the ever-evolving world of Sports & Outdoors, where vibrant lifestyle photos and community engagement play pivotal roles, influencer marketing emerges as a formidable and effective strategy. Collaborating with influencers offers a natural pathway to consistently generate community-sourced content and connect with highly relevant and engaged shoppers.
- Partnering with Influencers: Forge partnerships with at least one influencer who boasts a minimum of 10K followers per month to promote your brand. By tapping into their extensive reach, you can extend your brand’s visibility and attract potential customers who align with your target audience.
- Engaging Micro-Influencers: Amplify your grassroots approach by collaborating with 3-5 micro-influencers. Although they may have smaller audiences, micro-influencers bring authenticity and niche appeal, effectively connecting with specialized communities. Offering them free products or modest cash compensation in exchange for promoting your brand can foster genuine endorsements.
- Strategic Promotions: Enlist influencers to participate in Amazon promotions, employing strategies like providing them with Amazon Coupon Codes to drive immediate sales. Hosting an engaging Amazon Live event to showcase your product can also enhance audience engagement and boost conversions.
- Content Repurposing: Capitalize on the captivating content created by influencers. Reuse their striking images and compelling videos across your social media platforms, website, and Amazon listings. This approach reinforces your brand identity and resonates with a broader audience.
Gift Guides & Seasonal Campaigns: Optimize influencer collaborations by submitting your products to relevant influencer gift guides for specific holidays, seasons, or events. For instance, participating in “Best gifts for Father’s Day in 2021” allows you to leverage the associated buzz and interest during such occasions.