Do you have a great product and want to drive sales through online marketplaces like Amazon? Content marketing strategies play a vital role in putting what you have to offer before interested buyers. Amazon is by far the biggest online marketplace, but there are many that you might want to consider when starting a content marketing journey.
This article will give in-depth instructions that explain how to use content marketing strategies to drive engagement. The steps below will take general advice (that anyone can use!) about content marketing, and then apply the strategies to increasing fulfillment by Amazon (FBA) business.
Here is a nine-step list to achieve a stellar FBA rate.
How to Use Content to Grow Your Amazon Business
Step 1: Choose Your Product and Assemble Your Team
To start content marketing, you need to have a product that you believe in. Building a content marketing strategy without a solid product is almost pointless, and you will be putting a lot of work into something that is failed from the start.
Next, you must gather a team of individuals that have a variety of skills to help you carry out your plan. Social media strategists, UX writers, communication experts, and digital analytics researchers are all essential to the task you are about to undertake.
After you have assembled your team or trained yourself and others in the relevant fields, you will want to delegate tasks. Having a clear definition of all the positions of your team will make workflow easier and save some headaches down the road.
Step 2: Do Market Research
Odds are that other entrepreneurs are trying to do the same thing as you. This fact doesn’t mean that you shouldn’t begin, but it is important to understand the angle that you need to take for a successful strategy.
Figure out what questions are being asked and what keywords your competitors are using in their copy.
A quick note on keywords: keywords are one of the most important aspects of online marketing. There is a wealth of keyword tools on the internet that can assist you in finding the specific niches that will help you drive traffic. One thing is clear: search engines are always changing their algorithms but using specific, long-tail keywords are always better than general, single words.
This means that you can take routes that your competitors are not using. Use analytics like SEMrush to see what is working for your competitors and what isn’t. Understanding their successes and failures will help you not to make the same mistakes.
Step 3: Outline Goals
Make a mission statement. This will be the guiding principle for your marketing strategy. A mission statement is a set-in-stone declaration of your values and intentions. Mission statements remind your team and yourself about the value you are bringing into the lives of potential customers. It is the initial answer to a big why that will guide you.
Have an idea upfront about the type of goals you want to reach for your Amazon business.
Examples of benchmarks are:
- Shares per day
- Amount of posts per week
And, of course
Making realistic goals early on will give you an idea of your progress. Tools like Google Analytics and Buzzsumo will help in this.
Consider how much money you want to spend on Facebook and other types of ad software. Sometimes, spending more money at the start will build a big base, and after a while, you can start relying on getting traffic organically.
Step 4: Understand the Target Customer
Once you’ve outlined the field and your values, the next step is to conceptualize what kind of person is the most likely to buy from you.
Invent a character that represents your ideal customer. What are their values? What do they hope to get out of your product? People love to have questions answered for them, so take a moment to try and anticipate these queries. Make the answers to your perfect customer’s problems a key element of your content.
Once you’ve optimized your product and the copy around it, you can branch out to other demographics. The important thing is to be flexible while always keeping the perfect customer profile in mind.
Desires are always changing, so keeping an eye on the news and numbers will help you adjust your questions and answers as time goes on.
Step 5: Plan Out Your Platforms
No one is successful on Amazon without tapping into the full power of the internet — you must use multiple platforms to build awareness and engagement in your brand.
Having a home page where you can compile all your material is important. Blogs are the best way to develop strong content, but you must promote this content on social media. Many social media sites are free. Use these to funnel traffic to your Amazon page.
Be specific with the links you use (not every link has to go to a home page). Make sure that you are linking other sites so that the Google algorithms will know that you are doing your research and not operating in an echo chamber of your design.
Step 6: Develop Content
Finally! The bread and butter. Content is hands-down the most important way to drive users to your Amazon site and, ultimately, convert clicks into purchases.
It is best to have a mix of long and short content when it comes to blog posts. Longer form content is often the most shared, but it is important to have quick and easy how-tos and lists to get people reading more pages on your site.
While written content like blog posts and press releases are often the best places to start, especially because they are easily read by Google search engine crawlers, other types of content are also important.
Videos, blogs, and infographics are all great ways to diversify your content and drive traffic.
It is important to understand the content you already have. Try not to repeat too much content because the search engines will penalize you for this.
Use customer profiles and research to understand what kind of content your ideal customer is looking for.
Make sure that content is helpful and accurate; this builds trust with your readers and will up the chances of them becoming customers.
Make sure that you are using the appropriate links. After all, the point is for readers to end up on your Amazon page.
Step 7: Use the Proper Amazon Tools
Once the traffic starts flowing because you are crafting awesome, in-depth content, it is important to stay on top of the data. Who, what, when and why people are buying things on your Amazon page are important things to know if you want to continue selling.
Helium10 is a must-have resource when it comes to staying on top of Amazon data. Helium10 lets you know what keywords are working for you and your competitors by doing in-depth product research. The Amazon marketplace is massive, and it is important to have tools that will help you sort through the data to make your product stick out.
Helium10 can also help with fending off potential scammers, keep up with trends and deal with customer reviews.
Understanding the habits of people buying your product will also help you to construct even more effective copy.
Step 8: Monitor Success
Remember the goals you set at the beginning? Their realization will become clearer after you have built up a following on social media and converted those search engine results into a solid FBA rate.
Keep updating goals to reflect the data that you see on sites like Buzzsumo, Google Analytics and Helium10.
Data will reveal to you the different markets and keywords that you could never have anticipated from the start. Therefore, you must stay flexible. Discover new functions, uses, and markets for your product, while making sure that you stay consistent with your original mission statement.
Success in content marketing strategies can be slow, but if done right, they always pay off in the end, and you will find your FBA rates booming.
Step 9: Be Consistent and Follow Through
People treat brands better when they can relate. Having a consistent narrative across all your copy is one of the surest ways to build consumer trust and make your brand recognizable.
Make sure that you are constantly releasing new content and posting on social media. Attention spans on the internet are short, so you want to be constantly posting new and informative content, so people are constantly reminded about how much they like your brand and the unique voice behind it.
There you have it: Nine surefire ways to plan, implement, and benefit from a digital content marketing strategy.
If you need help planning your content marketing strategy, let the experts at prReach help.
Contact us today for assistance with your new product launch or to boost your brand recognition across the internet.