Amazon A+ Content

 Are you taking full advantage of your Amazon product detail pages? As a vendor, one of the biggest factors to increasing conversion rates on your product detail page is the inclusion of Amazon A+ Content. Amazon’s own research and analytics shows that A+ Enhanced Marketing Content increases product sales by an average of 3-10%, giving brands a big advantage in a competitive retail space.

Amazon A+ Content is available to first-party (1P) vendors and allows them to add high-quality images and comparison charts to their product descriptions, boosting conversions with more detail, and persuasive content that goes way beyond text on a page. Third-party (3P) sellers using Seller Central can take advantage of high impact content through Enhanced Brand Content.

.Advantages of Amazon A+ Content

Everyone knows that pictures are more persuasive sales tools than simply text on a screen, but there are some unique advantages of Amazon A+ Enhanced Marketing Content:

Enhance your brand. With Amazon A+ Content, your product detail pages can be more visually consistent with your brand, and reflect more of your brand messaging. Bringing your branding to your Amazon product pages increases recognition and brand loyalty, and it’s an important benefit of using A+ Enhanced Marketing Content.

Create comparison charts. Amazon often adds a product comparison widget to product pages, helping consumers make the right product choice for them. With A+ Enhance Marketing Content, you can create your own comparison charts to help educate and inform consumers yourself. Your charts cannot compare your product with the competition, but it’s a fantastic way to showcase your related products and feature comparisons within a single ASIN. Charts can help consumers choose the right product within your brand family. This often prevents customers from navigating to another brand’s product page.

A+ Content – Comparison Chart

Stay competitive. If your competition is selling their products with slideshows, and interactive charts, it’s a good idea for you to step up and do the same.

Is Amazon A+ Content Right for You?

Before you begin adding A+ Content to all your ASINs, it’s important to consider how each product fits into your overall marketing strategy, and evaluate your needs accordingly.

Do you qualify?

In the beginning, A+ Enhanced Marketing Content was only open to Amazon vendors (1P), not sellers (3P). However, Amazon has significantly expanded the program since its inception, and the rules have changed. Today, Amazon offers A+ Enhanced Marketing Content for first party vendors on Vendor Central and Enhanced Brand Content for third-party sellers on Seller Central. A third-party Amazon seller is only eligible if they’re brand-registered. Vendors and sellers have different levels of enhanced content available to them, with different numbers of modules and content types.

Do you have the right ASINs?

Creating Amazon A+ Enhanced Marketing Content takes time, and might even cost you money if you need to create new content and material for your A+ detail pages. This is an investment in your product, your brand, and your position in the minds of Amazon shoppers. It’s important that you invest in the right products for your Enhanced Content, to make the most of the program.

Choose a product with the right margin. Depending on your production costs to create high-quality enhanced marketing content, you will be investing in marketing each ASIN. Assuming you can boost conversions by 3-10%, how long will it take for A+ Content to pay for itself on that ASIN? Assess your existing marketing assets along with the costs (internal and external) to create new content. This will help you figure out which products make the most sense for the budget.

Choose a product with the right features. An ASIN with strong differentiators, complex features, or a compelling story lends itself to enhanced content. A simple product that doesn’t require detailed explanation, zooms or exploded images, or doesn’t lend itself to feature comparison probably isn’t the best choice for A+ Enhanced Marketing Content.

Choose a product with the right traffic. Amazon A+ Content may offer a slight uptick in SEO, but shouldn’t be relied upon to boost traffic. Choose an ASIN where you can focus on converting the traffic you already have, and where your channel marketing efforts will pay off the most.

Planning Your A+ Content

Your A+ Content is as important and visible as any other marketing content you create, and therefore should be treated as such. Here are some things to keep in mind when gathering assets for A+ Content.

Look after the details. With Amazon A+ Content, you don’t have real-time control over your product pages. It can take Amazon a week or more to correct Typos, omissions, and mistakes you catch after publishing your A+ Enhanced Marketing Content. Be thoughtful and plan carefully. It’s a good idea to have multiple people proofread and double check your content before publishing. Also, don’t forget to optimize A+ Content for mobile.

Design to spec. Whatever template or module you use, Amazon provides resolution, dimensions, and other guidelines that should be followed closely. Read and review the guidelines carefully. This ensures that your marketing assets look as good on your Amazon pages as they do on your monitor.

Closing Thoughts

Amazon A+ Enhanced Marketing Content can be a powerful way to increase sales and revenue through Amazon. But it’s not just about boosting conversions; it’s also about boosting your brand. With enhanced detail pages, you can more effectively communicate your value proposition and your brand identity. As a result, you will turn Amazon shoppers into your loyal customers. These incredible tools should be used thoughtfully and strategically to make the most of your relationship with Amazon and your customers. 

Digital Marketing

What does a digital marketer do?
Digital marketers are in charge of driving brand awareness and lead generation through all the digital channels — both free and paid — that are at a company’s disposal. These channels include social media, the company’s own website, search engine rankings, email, display advertising, and the company’s blog.

The digital marketer usually focuses on a different key performance indicator (KPI) for each channel so they can properly measure the company’s performance across each one. A digital marketer who’s in charge of SEO, for example, measures their website’s “organic traffic” — of that traffic coming from website visitors who found a page of the business’s website via a Google search.

Digital marketing is carried out across many marketing roles today. In small companies, one generalist might own many of the digital marketing tactics described above at the same time. In larger companies, these tactics have multiple specialists that each focus on just one or two of the brand’s digital channels.

Here are some examples of these specialists:

SEO Manager
Main KPIs: Organic traffic
In short, SEO managers get the business to rank on Google. Using a variety of approaches to search engine optimization, this person might work directly with content creators to ensure the content they produce performs well on Google — even if the company also posts this content on social media.

Content Marketing Specialist
Main KPIs: Time on page, overall blog traffic, YouTube channel subscribers
Content marketing specialists are the digital content creators. They frequently keep track of the company’s blogging calendar, and come up with a content strategy that includes video as well. These professionals often work with people in other departments to ensure the products and campaigns the business launches are supported with promotional content on each digital channel.

Social Media Manager
Main KPIs: Follows, Impressions, Shares
The role of a social media manager is easy to infer from the title, but which social networks they manage for the company depends on the industry. Above all, social media managers establish a posting schedule for the company’s written and visual content. This employee might also work with the content marketing specialist to develop a strategy for which content to post on which social network.

(Note: Per the KPIs above, “impressions” refers to the number of times a business’s posts appear on the newsfeed of a user.)

Marketing Automation Coordinator
Main KPIs: Email open rate, campaign click-through rate, lead-generation (conversion) rate
The marketing automation coordinator helps choose and manage the software that allows the whole marketing team to understand their customers’ behavior and measure the growth of their business. Because many of the marketing operations described above might be executed separately from one another, it’s important for there to be someone who can group these digital activities into individual campaigns and track each campaign’s performance.

Inbound Marketing vs. Digital Marketing: Which Is It?
On the surface, the two seem similar: Both occur primarily online, and both focus on creating digital content for people to consume. So what’s the difference?

The term “digital marketing” doesn’t differentiate between push and pull marketing tactics (or what we might now refer to as ‘inbound’ and ‘outbound’ methods). Both can still fall under the umbrella of digital marketing.

Digital outbound tactics aim to put a marketing message directly in front of as many people as possible in the online space — regardless of whether it’s relevant or welcomed.
On the other hand, marketers who employ digital inbound tactics use online content to attract their target customers onto their websites by providing assets that are helpful to them. One of the simplest yet most powerful inbound digital marketing assets is a blog, which allows your website to capitalize on the terms which your ideal customers are searching for.

Ultimately, inbound marketing is a methodology that uses digital marketing assets to attract, engage, and delight customers online. Digital marketing, on the other hand, is simply an umbrella term to describe online marketing tactics of any kind, regardless of whether they’re considered inbound or outbound.

Does digital marketing work for all businesses?
Digital marketing can work for any business in any industry. Regardless of what your company sells, digital marketing still involves building out buyer personas to identify your audience’s needs, and creating valuable online content. However, that’s not to say all businesses should implement a digital marketing strategy in the same way.

B2B Digital Marketing
If your company is business-to-business (B2B), your digital marketing efforts are likely to be centered around online lead generation, with the end goal being for someone to speak to a salesperson. For that reason, the role of your marketing strategy is to attract and convert the highest quality leads for your salespeople via your website and supporting digital channels.

Beyond your website, you’ll probably choose to focus your efforts on business-focused channels like LinkedIn where your demographic is spending their time online.

B2C Digital Marketing
If your company is business-to-consumer (B2C), depending on the price point of your products, it’s likely that the goal of your digital marketing efforts is to attract people to your website and have them become customers without ever needing to speak to a salesperson.

For that reason, you’re probably less likely to focus on ‘leads’ in their traditional sense, and more likely to focus on building an accelerated buyer’s journey, from the moment someone lands on your website, to the moment that they make a purchase. This will often mean your product features in your content higher up in the marketing funnel than it might for a B2B business, and you might need to use stronger calls-to-action (CTAs).

For B2C companies, channels like Instagram and Pinterest can often be more valuable than business-focused platforms LinkedIn.

What is the role of digital marketing to a company?
Unlike most offline marketing efforts, digital marketing allows marketers to see accurate results in real time. If you’ve ever put an advert in a newspaper, you’ll know how difficult it is to estimate how many people actually flipped to that page and paid attention to your ad. There’s no surefire way to know if that ad was responsible for any sales at all.

On the other hand, with digital marketing, you can measure the ROI of pretty much any aspect of your marketing efforts.

Here are some examples:

Website Traffic
With digital marketing, you can see the exact number of people who have viewed your website’s homepage in real time by using digital analytics software, available in marketing platforms like HubSpot.

You can also see how many pages they visited, what device they were using, and where they came from, amongst other digital analytics data.

This intelligence helps you to prioritize which marketing channels to spend more or less time on, based on the number of people those channels are driving to your website. For example, if only 10% of your traffic is coming from organic search, you know that you probably need to spend some time on SEO to increase that percentage.

With offline marketing, it’s very difficult to tell how people are interacting with your brand before they have an interaction with a salesperson or make a purchase. With digital marketing, you can identify trends and patterns in people’s behavior before they’ve reached the final stage in their buyer’s journey, meaning you can make more informed decisions about how to attract them to your website right at the top of the marketing funnel.