5 Ways to Ignite Your Brand Presence on Amazon
Communication is always key, and not just when you’re describing your product. Sometimes a customer’s purchase decision comes down to how well you stand out against similar competitors in your Amazon category and how much they feel they can trust your brand.?
The best way to increase trust in your brand is to strengthen your brand presence across your listings and storefronts to give shoppers a clear sense of who they are buying from. Try prioritizing the following strategies when creating creative content to give yourself a competitive edge.
DEFINE & APPLY YOUR BRAND VOICE
Using a definitive tone in your brand copy can help distinguish your company from a faceless competitor who puts generic specs and dimensions in their bullets and calls it a day. Figure out who you are as a company, and then speak to the consumer in that same voice throughout your product descriptions, company taglines, images, and video scripts.?
Whether you want your brand to come across as friendly and approachable, quirky and whimsical, or expertly guiding, that tone needs to resonate with your target demographic in the limited amount of character space you have to convey it.
PRO TIP: A clear tone is also an excellent tool when you want to increase text to incorporate more keywords but don’t want your copy to sound repetitive or unnatural.
KEEP YOUR STYLE CONSISTENT & STRATEGIC
If you’re a brand with multiple selling platforms, keeping your branding style consistent across every outlet allows customers to trust that they’re buying products from a reliable seller. When your listing copy, infographics, A+, storefront, and brand story all utilize the same color scheme, font style, and visual style, customers will get the same feeling as they do when they visit your website.?
Whether you’re an original seller or a verified reseller, this type of attention to detail shows customers that you put the time and effort into presenting a credible product from a reliable business.
PRO TIP: When making new or overhauling existing branding style decisions, rely on target audience research to create something appealing. Use clean, minimalistic designs for technical or expensive products to let the product features do all the talking. Use classic, decorative designs for lifestyle products.
SHOW, DON’T TELL
Investing in the right images and videography from the start makes all the difference in the quality of your creative content. A single product shot against a white background or a heavily photoshopped stock photo won’t properly illustrate your inventory’s true value or versatility.?
Well-thought-out lifestyle photography is the best way to show customers the day-to-day applications of your product. Including photos of people engaging with your product makes it easier for the customer to imagine using the product.
Videos, whether simple stop-motion videos or helpful tutorials are a great way to catch shoppers’ attention and make the product appear more tangible.
领英推荐
PRO TIP: Give your photographer, graphic designer, or videographer as much information as you can before they begin creating content. This will ensure that they generate the content correctly the first time and avoid a need for reshooting or redesigning. Filling out a questionnaire, providing an FAQ sheet, or giving them access to your existing style guides are great ways to help them quickly understand your wants and needs.
TELL YOUR STORY WHERE YOU CAN (AND SHOULD)
Giving the customer information about your company’s history, values, and specialties can help humanize your brand and inform the customer’s purchase decisions. It also helps your target audience recognize that you share their values so they can comfortably purchase your products and become repeat customers.?
An Amazon brand story is the perfect place to highlight the best aspects of your brand or a specific product collection without allowing that information to overshadow what folks need to know about a product in the listing copy.
Adding a brief mission statement to product descriptions, infographics, A+, the home tab of your Amazon storefront, or other high-traffic areas is a great way to share important company information. The mission statement can include details about how a product is made or sourced (within Amazon compliance regulations), your company’s origin story, or the philosophy that drives product creation.
PRO TIP: Find a balance, and don’t overshare your company’s story or overuse your brand logo in places where it takes away from the customer’s understanding of your product.
TEST BEFORE THE TAKEOVER
If you’re planning on making significant style changes to current content, it’s best to A/B test the changes first before applying that style to your entire catalog. You’ll be able to figure out what works and what doesn’t and ensure that time spent on creative efforts is worthwhile and drives results.?
PRO TIP: The best way to A/B test style changes is to change only one aspect of a listing at a time. Start by changing only the design colors, image photography style, etc. If you change everything about a listing, including copy, during an A/B test, you won’t obtain reliable data on what persuaded customers to purchase, and you won’t be able to accurately replicate the change for other products.
Let Your Creative Content Evolve as Your Brand Does?
Remember, building a strong brand on Amazon is a marathon, not a sprint. By consistently implementing these strategies, you can cultivate trust and loyalty and ignite your brand presence. If you have questions about the best way to use creative content on Amazon effectively, contact Buy Box Experts and see how we can help!
AMAZON NEWS AND NOTES?