You’ve gone through the process of registering your brand, of figuring out your fulfillment options, of getting your product’s packaging and messaging just so. Now it’s time to write your listings…
So you did it. And you hate it!
Or you did it and you still don’t see yourself showing up anywhere near the top of the search results. Boost your visibility (and sales) the following four ways:
USE THE RIGHT KEYWORDS (STRATEGICALLY)
The most commonly asked question by my clients is: “how many keywords should I use?”
I’ve had clients who, with the best of intentions, have handed me a huge keyword list and asked me to stuff their listings with them. (No judgment here, it’s tempting to try to cast a wide net and I admire the ambitious, entrepreneurial spirit of my clients. But intentionality is key.)
Keyword research is essential to the process, but selecting the most competitive ones that seamlessly flow into your copy without diluting your message will help you get results without sounding like a computer-generated ad. Optimized Amazon listings are, after all, part art, part science.
My old recommendation was to use 5-7 strategically placed words, but Amazon has evolved quite a bit in the last few years, and many categories have their own rules.
The tools used to do this are many. (My current favorite is Helium10.) There are free and paid options, but the most important aspect is fine-tuned market research.
INCLUDE YOUR BRAND’S STORY (AFTER DEFINING YOUR IDEAL CLIENT AVATAR(S)
Your description should start with a concise mission statement or brand origin story. A human-centric narrative that uses simple language. Simply put, your brand’s story tells customers what you’re about. This goes beyond the features and benefits of your product(s).
What makes your brand different? Who is your brand for? Know this answer succinctly and deliver. Most importantly, it should make your ideal customer avatar feel heard and guided to trust (and buy from!) your brand. The process of defining your ideal client avatar(s) is a blog post within itself. Until then, here is an excellent Forbes article on the subject.
Here are a few ideas of what to include:
- Your charitable contributions from proceeds if applicable (tread lightly here, authenticity is key).
- Your dedication to organic or natural products.
- Your use of cutting-edge technology or other advances to provide a unique/better user experience.
- Your commitment to customer service or high quality.
A note about consistency: Whatever you do, be sure it’s in line with what you’ve highlighted on your website and in your social media accounts. Speaking of consistency…
STAY CONSISTENT IN YOUR LISTINGS
Have you ever looked at an item on Amazon, checked out the seller account, and become baffled by the long list of seemingly unrelated items? Don’t fall into the trap of treating every listing like a separate entity.
This simply means to create a formula for your title, bullet points, and descriptions, and stick with them. So even if you sell many different types of products, your listing’s structure points to a cohesive brand.
Let readers get to know your brand as well as your individual product and they may just end up buying everything they can from you (since they already have a feel for what you’re about and clicking around is convenient) instead of just purchasing a one-off item!
USE A+ WHEN IT’S MAKES SENSE FOR YOUR BRAND
Oh, enhanced brand content (A+). It can confuse more than it clarifies at first. But it’s really quite simple if you qualify. Amazon has layouts that allow you to use a template to add pictures and other enhancements to your product descriptions. Remember: sometimes a simple and informative product description, done well, is better than a flashy and image-filled A+ page that missed the point.
So, where do you start? Implementing just one of these strategies can cause a big boost in sales, so start now. If you’re ready to take your listings to the next level with Amazon listing optimization services, don’t hesitate to…
Happy Selling!
Megan Jensen
