Marketing Objectives of an Amazon FBA Business

Marketing is attempting to increase the perceived value of the product in the customers eyes whilst increasing the number of eyes that value the product that see it… More eyes + High Perceived Value = Increased Traffic + Increased Conversions = More Sales

Core Objectives of Marketing

Improving Search Engine Ranking for Website – more value + more eyes

Improving Amazon Search Results Ranking – more eyes

Increase Social Following & Engagement – more value + more eyes

Articulate Brand Value that speaks to our customers across all mediums, in everything we do, in a crystal clear manner – more value

Design products in line with the perceived customer premium value – more value

WHAT: Improving Search Engine Ranking for Website

WHY: The sub-aims are:

  • To increase the buyer traffic through the site
  • To provide brand validation to assist in:
    • Increasing social following on Instagram
    • Onboarding influencers
    • Increasing conversion rate on Amazon

HOW: The tactics used are:

  • Target long tail keywords in weekly blog articles to capture organic search traffic
  • Implement good on-page SEO
  • Build an optimized backlink profile of varying authority and power links
  • Optimise website configuration for speed
  • Search Engine Optimise product listing pages

Ultimate Measure:

  • Increased “Organic Searches” in Google Analytics

WHAT: Improving Amazon Search Results Ranking

WHY: The sub aims are:

  • To increase and maintain sales to target
  • To make products more profitable
  • To increase listing Conversion Rate Optimisation (CRO)

HOW: The tactics used are:

  • Monitor sales and run promotions to maintain sales velocity
    • Build and maintain an email list to be used in running promotions
  • Optimise product listing text content for Amazon search algorithm
  • Keyword and Conversion Rate Optimise Product Listing Images
  • Run PPC to drive rank for target keywords
  • Encourage high quality Video, Text and Image reviews on all product listings

Ultimate Measure:

  • Global Sales Revenue
  • Global Profit Margin

WHAT: Increase Social Following & Engagement

WHY: The sub aims are:

  • To provide brand validation to assist in:
    • Onboarding influencers
    • Increasing conversion rate on Amazon
  • To attract “influencers” for collaborations to assist in:
    • Getting high quality, text, image and video reviews on Amazon
    • Building quality backlinks from blogs and news sites

HOW: The tactics used are:

  • Daily posting and reposting on Instagram, Facebook and Twitter
  • Interacting with relevant posts and accounts

Ultimate Measure:

  • Number of actively collaborating influencers on board

WHAT: Articulate Brand Value that speaks to our customers across all mediums, in everything we do, in a crystal clear manner

WHY: The sub aims are:

  • Justify our premium pricing
  • Generate repeat customers
  • Provide customers with a “story worth telling” online assisting in:
    • Generating high quality text, image and video reviews
    • Increasing social following and Engagement

HOW: The tactics used are:

  • Text and Images That Emphasise Brand Value in Amazon Brand Assets – EBC, Storefront, Product Listings
  • Text and Images That Emphasise Brand Value on Website
  • Text and Images That Emphasise Brand Value on Social Media
  • Text and Images That Emphasise Brand Value on Emails
  • Text and Images That Emphasise Brand Value on Product Inserts
  • Text, Images and Media That Emphasise Brand Value on all outward facing communications and platforms

Ultimate Measure:

  • Number of customers voluntarily sharing our content and articulating our brand values

WHAT: Design products in line with the perceived customer premium value

WHY: The sub aims are:

  • To deliver profitable sales on products
  • To deliver successful product launches which deliver ROI quickly
  • To grow the business revenue and profit

HOW: The tactics used are:

  • General Product Research on Amazon
  • Product Design & Development
  • Keyword Research and Analysis on Amazon
  • Customer Feedback Review – ours and competitor products
  • Competitor Product copy-and-improve

Ultimate Measure:

  • Number of highly profitable products launched
  • Level of profit margin achieved on new products

How is this all achieved?

  • Onboarding team members
  • Training team members
  • Managing team members
  • Creating a feedback loop for learning through team members

Mechanism for onboarding, training and managing team members:

  • Team site with videos and written summaries explaining the company and our objectives
  • Team site with videos and written summaries showing exactly what to do, why we’re doing it and how to do it
  • Weekly reviews and coaching
  • Team forum for capturing lessons and sharing resources, categorised by task area
  • Weekly / monthly company video-newsletter / performance report recognising achievements etc.

Marketing Assistant’s Goals and Activities

Increase search engine visibility

  • Backlinking
  • Well constructed content

Achieve engagement with social media channels, measured by growth

  • Comments
  • Post likes & shares
  • Follower & page like count increases at growing rate

Build and maintain a sense of brand consistency in every form of communication

Building online relationships

Commenting on blog posts

Searching for collaborators

Creating Brand Assets

Organising and curating photography

Creation of graphics for online and offline purposes

  • Product listings
  • Web pages
  • Brochures
  • Leaflets and cards
  • Emails
  • Social pages
  • Social posts

Organisation, creation and curation of Video content

Blog management

Sourcing blog content (paid)

Uploading and Styling blog posts

Finding and inserting images into blog posts

Building in links between blog posts using relevant keyword link anchor text

Upload blog article to website – post to content aggregators, setup social media sharing schedule

Searching for guest bloggers (unpaid or paid)

Searching for blogs we could guest blog for

Social media Management

General

Schedule “sign up to email list” posts on social media channels

Arranging competitions using social media

Instagram

Create content for Instagram daily

Follow, like and comment on competitors followers Instagram posts daily (or setup a bot to do it)

Searching for influencer marketers

Arranging influencer marketing campaigns

Facebook

Post content to Facebook daily

Invite people who like our posts to like our FB page daily

Email marketing

Send email marketing messages to vip members and blog subscribers

Send latest blog post out to vip members and blog subscribers

create campaigns around time of year, holidays, occasions etc.

Write marketing emails

Constructing email automation sequences

Build email list

  • Embed signup forms
  • Run email signup competitions
  • Promote email list across other channels

Copywriting

Emails

Email copy

Subject line

Intro text

Landing Pages

Landing page copy

Headlines

Call to action

Product Listing / Sales Pages

Sales page copy

F-A-B (Features Advantages Benefits)

Headlines

Social Posts

Intrigue, call to action

Web Pages

General web page copy

Ad Copywriting

Copy for paid Ads

Paid Social advertising

Creation of image content for Ads

Writing copy for Ads

Setting up Ads

  • Audiences and targeting
  • Performance monitoring
  • A/B testing
  • Scaling

Using Re-targeting to drive customers through the marketing funnel

Constructing marketing funnels

Cross platform construction of funnels that drive action

Actions and calls to action should change as people progress through the funnel

Competitions

Organising and running competitions with various entry criteria

  • Email list signup
  • Social share
  • Social engagement
  • Social posting
  • Following and liking
  • Messaging
  • Commenting

Create and manage mechanisms for competition

  • Landing pages
  • Social posts
  • Autoresponder and automation
  • Web page pop ups
  • Competition management platforms
  • Emails
  • Selecting a winner
  • Organising the prize and delivery
  • Creating graphics and assets