Monday 24 September 2018

Indie spotlight dual edition: (2) Understanding how to market on Amazon

Indie spotlight focusses on self-published authors and self-publishing. Here, in the second of today’s Indie spotlight dual edition, Ilan Nass, from Taktical Digital in New York City, gives general advice on how sellers can maximise sales through Amazon. Indie authors can adapt this advice to suit their own aim: selling books.

Selling products on Amazon doesn’t only make it easier to reach many potential customers. While the platform does boast more than 300 million active customer accounts, its true appeal for sellers has more to do with the convenience Amazon offers. The company makes money when you sell an item, so Amazon is constantly trying to find ways to help you sell more.

However, Amazon can only drive traffic to your listing. It’s up to you to convince a potential customer your product is worth their money, just like when advertising on Facebook. To market more successfully on Amazon, keep the following points in mind:

Customers Care About the Listing Title

The title of your listing tells your customer what you’re selling. While you can go into more detail in the description, a customer might not get that far if they don’t find the title compelling enough.

That’s why you need to be clear and concise when describing the item. Obviously, include the name of the product, but also highlight any distinguishing features that might make it more appealing to a potential buyer.

For instance, if the item’s color is important, or if it’s made with sustainable materials, emphasizing those details can help you attract interested customers. You might even consider including the brand name if you believe it’s relevant to shoppers.

HTML Can Enhance a Description

When writing the description for a product listing on Amazon, you might think you don’t have many options for editing and formatting the text. There’s no visible toolbar like you might find in a word processing program that allows you to bold, italicize, or underline text.

However, that simply means you can employ HTML to make text stand out. The following are some of the various HTML formatting options Amazon lets sellers use:

  • Bold
  • Italics
  • Quotes
  • Headers

Look up the corresponding HTML code for any of these features you wish to use. They can make the product description more engaging to shoppers.

Images Make a Product More Attractive

You don’t have much freedom when choosing the main image for your listing. Amazon requires featured images to simply display the product on a white background. This makes the results of searches look more organized.

However, in the listing itself, you can include extra images. Depending on the nature of your product, Amazon may allow you to include five to nine extra slides. The platform also has some technical requirements for images you should familiarize yourself with.

Don’t neglect this aspect of your listing. Experts recommend thinking about ways you can show why your product is worth a customer’s money, rather than just telling them. Images that show it in action, detailed infographics, and even diagrams highlighting key features can all be useful in this respect.

Put Yourself in the Customer’s Shoes

Marketing is essentially about imagining what you would look for when researching products as a customer. Before writing your listing, define your target audience. What’s their age range? Are they more likely to be a certain gender? Most importantly, how would they actually benefit from your product?

When you know who your ideal customer is, you’ll know how to think like them. This is key to understanding what features you need to highlight in your description. For example, if you’re selling a product that helps busy professionals organize their desks more efficiently, describe and demonstrate exactly how your product helps with this task.

Again, Amazon will certainly help direct traffic to your listing. That’s a clear benefit you get when selling on this platform. However, it’s up to you to make sure the listing results in a sale. With these tips, you’re much more likely to succeed in this endeavor: selling products on Amazon