As an FBA seller, you’re always looking for ways to get an edge over the vast competition out there.
It’s not easy, you’ve got mega-sellers who have bigger budgets and the ability to get better prices than you and you’ve somehow got to break through the noise to drive more buyers to your products.
Content marketing has become a key strategy for ecommerce sellers large and small. It is an effective way to draw search traffic and to engage with customers based on their own interests. Content can encompass blogs, social content, videos and other multimedia options, the key is that they need to be of high quality and relevant to the target audience. Is this something relevant to FBA sellers? Let’s take a look:
As an FBA seller, you might wonder how you can use content marketing, especially if you’re selling only on the Amazon platform. It’s not like you can run a blog from Amazon, so how can you make content work?
For starters, content can be about a lot more than a blog. At a minimum, you could be using content on social media platforms to help promote your Amazon business. (Note: to be clear, social media and content marketing aren’t interchangeable terms, but social media is an important distribution channel for content). You could be gathering feedback on your social media channels and using that to influence the content you create, for example creating videos which answer FAQs.
Secondly, as an FBA seller, if you want to be among the most successful, you’ve got to think of channels beyond just Amazon to promote your brand. We suggest that developing your own brand and website can be an important step as it helps you to stake your own piece of online real estate.
Once you have your own website, content can be an important strategy for getting found and engaging with your customers. Here are a few facts you should know:
- Content marketing costs 62% less than traditional marketing. (Demand Metric)
- 25% of B2C marketers have found content to be “very” or “extremely” successful (Content Marketing Institute).
- Content generates around three times as many leads per dollar spent as traditional marketing (Demand Metric).
- Content is a known search engine ranking influence, taking into account factors such as length, quality, keyword use, and popularity. (Backlinko)
- 60% of people are inspired to seek out a product after reading content about it (Demand Metric).
With all of that being said, content is by no means a silver bullet for any business. We’ve spent the last few years with the “content is king” mantra on repeat everywhere, which means there is now so much content out there that getting yours found is no easy task.
Content has to be of high quality (no more dicey content mills or link farms churning out cheap, low-quality articles), highly relevant to the consumer and, you need to be prepared to give it time to work as a strategy. One of the findings of a recent Content Marketing Institute survey is that companies often have unrealistic expectations of how quickly content marketing should deliver results:
“In a metaphor borrowed from Chris Moritz, associate director of customer experience strategy at MRM//McCann, content marketing is like your 401(k) plan. No one should expect great 401(k) results at the beginning; rather, they should see the returns increase over time because of the compounded growth. Of course, if you want to see bigger returns faster, you can invest more at the beginning. In content marketing, quicker returns means paying to promote your best content to build an audience.”
Content Marketing for FBA
Ok, so we know that content marketing can be an effective way to engage an audience and drive traffic, but how specifically can FBA sellers make the best use of it?
Content for content’s sake is not a good idea. One of the markers of businesses who are successful with content marketing is that they develop a good strategy, which includes putting research and thought into creating content that is relevant and appealing.
Here are a few thoughts for FBA sellers:
Know your audience
This should be one of your number one moves for any marketing strategy. Who exactly is your target audience? Why do they need your product? What are their tastes and preferences?
Before you create any content you should know who you are targeting with it. Content without clear targeting often comes off as just another general piece and won’t be particularly inspiring for your audience. Have a clear purpose for your content, even if you are targeting different segments from within your target audience.
Know how your product is being used
Your products may be used in different situations, they also may be associated with different lifestyles. Pay attention to who is buying and what they are saying in reviews or feedback they provide. The brand identity you want to develop can play an important role too.
Physical products often have some kind of lifestyle associated with them, or a culture which your brand develops for itself. For example, Red Bull doesn’t just sell energy drinks, their content represents an adventurous lifestyle.
We spoke along similar lines about writing your product descriptions; note the different circumstances you can think of where your product will be used and create content to fit.
Know what customers are searching for
Use of relevant keywords and search terms is still important when creating content. For one thing, it’s important to target content at what people are actually searching for so that you know it’s relevant. Secondly, the right keywords can help you get found by search engines.
You could choose to conduct some keyword research yourself, using tools such as Merchant Words or Google Keyword Planner. If you don’t have time to dive properly into your own keyword research, you could try hiring a freelancer to do it for you, using sites such as Upwork.
Answer any customer FAQs
Another good place to start with gathering ideas for your content is with any FAQs which come up with your customers. Look at the questions you get sent as well as comments in reviews. These may be a good opportunity to create content which you already know customers want to see.
You could create specific blog posts, videos or graphics which answer one question at a time, or look to create some more comprehensive content too (larger pieces of content can work in your favor in terms of search engine rankings).
Creating buyer’s guides can be a good way to answer questions that customers may have as well as deliver them something of value. The idea with content marketing is that you shouldn’t be constantly pushing a sale, but aiming to be useful and generate good will with customers. For this reason, try to create buyer’s guides that are objective and incorporate outside research and reviews.
To be very useful to a customer, guides shouldn’t simply be used to promote your products. They should cover a range of preferences and requirements. For a good example of this, see the guides produced by Yale Appliance.
Think outside of just a blog
A good blog can be great for providing you with SEO juice, but inbound links are another known ranking factor. It’s not easy to get those inbound links, so consider things like guest-posting opportunities on other, relevant blogs.
The key is that you have to demonstrate that whatever content you provide will be of value. A simple process could go something like:
- Create high-quality content for your own blog. This is good for your own searchability and to demonstrate to other blogs that you create decent content.
- Look for blogs which get steady traffic and have a similar target audience to your own.
- Pitch guest post ideas to the owner or editor of the blog.
- Write them something that adds value for their audience and include one or two links back to content on your website.
Is content marketing relevant for FBA sellers? In short, yes, particularly if you want another way to stand out from the competition and get your business found.
Content allows you to engage your audience based on what they’re interested in and draw search traffic. FBA sellers should look to build online real estate outside of Amazon in order to help build their brands and grow their exposure.
Try different types and distribution methods for your content, test to see what works best for you. Most of all, always keep your target audience at the center of your content plans.