E-commerce for Brands
Brand Secrets to Stand Out in E-Commerce
Hannah Giro is the founder of PR Brand Marketing, a Brooklyn-based marketing firm that works with Amazon sellers. Like the changing Amazon landscape, Hannah’s firm has evolved with the times, and the lessons she’s learned about consumers and technology are exceptional.
Hannah recently took those experiences and insights to the show E-Commerce with Coffee?! for a truly unforgettable interview.
The show host Nate Svoboda opens with questions for Hannah about Amazon sellers and what makes them “special.” SEO is not the same on Google as it is on Amazon, for example. Amazon sellers also face unique branding challenges on the behemoth platform since the e-marketplace’s own branding dominates the consumer view.
Hannah gracefully answers every question and leaves brands with multifaceted tips to chew on.
Check out some of the highlights from the interview below.
Branding on Amazon
One of Hannah’s richest areas of expertise is in branding.
How does your brand “look” and “feel” on Amazon? Do consumers even know they’re looking at one of your products, or do they just see the guise of Amazon?
The world’s biggest e-marketplace does, of course, own the lion share of the user experience on the platform. Brands do still have the power to make some personalizations, though, and it’s in these personalizations that the branding strategy on Amazon is born.
The biggest personalization brands can make on Amazon listings comes down to consistent product data. How many bullet points do you have? What kind of main product photos do you use? Do you always have a 3D rendering for users to zoom in on?
This product content consistency is one of the six signs brands can watch for to know whether they should be worried about their product data.
In the interview, Hannah and Nate also touch on what’s called the Amazon Halo Effect, which is the boost in product sales on other channels thanks to the branding done on Amazon. This only works if your product listings on Amazon are recognizable yours.
Most of the companies Hannah has worked with didn’t have their branding clearly defined, even after years in business. One of her favorite parts of working with these companies has been the satisfaction she sees when they step back, look at the finished branding guide and say, “this is us.”
SEO Research for Amazon
Hannah and Nate also talk on the show about SEO research, which is a totally different animal on Amazon than on Google. This comes down to the intention behind the search queries, Hannah explains, but both should still be tapped as a science.
Of course, science requires data, and SEO data for Amazon is in no short supply. Brands are faced with the task of learning what data is important and how to act on it.
With 66% of consumer product searches now starting on Amazon, strategic visibility on the e-marketplace is key.
Hannah’s tips on keyword optimization include specific best practices like using the main keyword within the first 17 characters of a product title. Search optimizations of all kinds on Amazon, she says, “start with doing the right kind of keyword research.”
This means knowing what tools to use — both on and off Amazon.
One of Hannah’s favorite tools to educate Amazon sellers on is A+ content, which takes up a whole segment of the interview as she and Nate weave through questions about using and improving it.
As Hannah puts it, A+ content gives brands a huge leg up in today’s more competitive e-commerce landscape.
Storefronts are another tool in Amazon brand and SEO strategy. “Storefronts have so much potential that brands don’t take advantage of,” she says.
Results on Amazon
This interview on E-Commerce with Coffee?! wraps up with Hannah sharing an example of one client — a lightbulb manufacturer — growing their sales three times over with creative SEO and visual optimizations.
Results, Hannah explains, come down to a strategy you build today with the agility to adjust it as early as tomorrow (if only figuratively).
Hannah’s onboarding process with brands she serves through PR Brand Marketing starts with keyword research and then gets into opportunity-specific strategy. Watch or listen to the full interview for more of Hannah’s insights.