Brand Buddy's Blog

Sell to Those Who Want to Buy: Buyer Persona 101

website@sitemodify.com (Website Editor) — Mon, 23 Aug 2021 13:26:08 GMT

The Difference Between Failure & Success: Knowing Your Buyer Persona

When it comes to selling anything, not knowing who your interlocutor is might be THE worst problem anyone can face . In fact, if you are speaking to a blurred character with no real shape or qualities, content development will turn into Mission Impossible. Thinking about new products, or even trying to figure out whether those you are currently selling are getting the right response, becomes an exercise in guessing. And let’s not even start with trying to create an effective marketing strategy.

At what stage do you need to make sure you know who you are selling to? And does it really matter if one or another type of person buys the products you offer? What is a Buyer Persona?

You don't need to be a psychologist to understand that people are not all the same. Different types of people lead very different lifestyles and will react differently depending on the circumstances they find themselves in. In marketing, this is known as Buyer Persona: it means, understanding who your audience is so that you can sell them exactly what they need in the best way possible. It sounds like common sense but it's easy for businesses to forget about their target market after they've achieved relative success with one or another particular type of person because they take it for granted that everyone else thinks and acts just like their current clients.

Nevertheless, the Buyer Persona is not simply an ideal customer and it is not exactly a perfect mirror of those who are completing a purchase. Instead, it is a compass, the metaphorical embodiment of the bridge between the services/products you sell and the people who need them . Therefore, you cannot ask yourself who your audience is before defining the niche you are entering, making sure: a) there is a space for us in this niche and b) you can improve your income. The starting point to begin the conversation on the topic is a series of questions such as these:

What do you believe about your niche ? What are your key assumptions ?
What problem can you help solve?
Is this niche likely to be profitable ?
What persona do you have in mind when you produce your products ?
What resources do you need to intercept these customers?

The Buyer Persona is the most important person in a business, and with so many different types of people coming into contact with your products or services every day, it's imperative that you find out who they are. It doesn't matter if one type of person or another buys from you - knowing their needs is what counts because this will help you shape your marketing strategy and product development to make sure you’re catering for everyone.

Asking yourself "who am I trying to reach?" while defining the niche also helps ensure there's space for you as a company; not too narrow nor too wide means less competition, which can only be good news ! The key thing about Buyer Persona though isn't just understanding them but identifying where they overlap with your existent audience and then tailoring all your strategies to that specific audience.

Define The Identikit Persona

When you're working out the Buyer Persona for your company, it's not just a case of getting inside their heads and understanding what they want from us, but also knowing where your strengths are so you can align these strengths with their needs.

There are lots of ways to identify who this person is - demographic data like age range or location could come in useful here; psychographics might include values or beliefs ; demographics may talk about income level whereas psychographics would look at how someone spends his or her time. It's important to get as much information as possible because each piece can be used to build up a picture of the customer when planning marketing campaigns. You'll never find yourself struggling for ideas if you ask "who am I trying to reach?" before you write a single word!

The more knowledge you have of who this person is, the better your products will be and the easier it'll be for you to introduce them to people.

Follow Your Buyer Persona, Not “Your Guts”

This sort of insight into the way people think is invaluable when it comes to marketing and strategy development. Because this person's needs are paramount in determining your strategies - what aims they have for their lifestyle or company; where they see that you can fit within their vision and how you can help them meet those goals! If nothing else, knowing who this type of person is will show up everything you're doing wrong because these insights are an integral part of the business' success.

Yet there are some people who “follow their guts” and believe they know their Buyer Persona because of their position as founders or designers, or even because they are strongly convinced that their current clients are their actual Buyer Persona. Nevertheless, a thorough consideration of this sort always boils down to careful market research that connects product trends with marketplaces, audiences and your ability to speak to your potential clients.

Not talking to your potential customer is like trying to sell a product in Germany by writing advertisements in French. A small part will understand, but you will not intercept all those potentially interested. The loss is massive. The possibilities of expanding the market are reduced to a minimum. Using instinct means talking to yourself, but often the audience is not a mirror of the communicator, it is something else. Knowing the Buyer Persona is knowing your potential customer and it is the only way to communicate and effectively and aspire to success.

To put it in a nutshell, we suggest that, even though you think you know your target, product, market, you should thoroughly investigate the niche you belong to in order to make sure that you create an unforgettable hero product that can reach a wider range of clients.

Brand Buddy analyzes the market, studies the niche, researches the demographics, examines the interests of potential customers and elaborates a professional Identikit Persona, with the utmost precision, defining all possible buyers. We create a card with tastes, habits, pastimes that represent a sort of biography of the potential customer . With such a clear analysis of the Persona, it’s easy to know how to talk to him, how to make himself understood, how to communicate the value of the product or service that you intend to sell. Indeed, with us by your side, not intercepting the right people is no longer a possibility.

Don’t wait any longer, stop feeling the pain of not knowing who you are talking to . Change your trajectory, starting toda y.

The New Kid On The Block: Amazon Posts

website@sitemodify.com (Website Editor) — Wed, 07 Jul 2021 02:37:47 GMT

Posts is a new Amazon e-commerce marketing tool that is quickly gaining traction with brand owners and capturing the attention of millions of shoppers. Let’s discover more about this powerful new way to reach your audience while expanding your horizons on Amazon.

With Posts, Amazon businesses and vendors make use of a form of marketing content that has not yet been seen before on the platform. Similar to Instagram-style images with links, a Post features a photo and up to 2,200 characters of copy with only the first two lines being immediately visible in the caption.

Beyond just a single post, you can also create a stream of posts - drawing further similarities to one’s Instagram feed. Simply select the images you want in each Post, and you now have the power to create the equivalent of a social media feed inside the Amazon Marketplace, featuring your brand’s products. It’s yet another way for shoppers to browse, explore, discover, and purchase your products across Amazon.

Amazon Posts offer several benefits to businesses:

Great way to showcase products and build brand identity and reputation
Simple marketing tool which can be leveraged to increase traffic & visibility
Powerful way to increase sales and divert shoppers away from your competition
Format is familiar because of similarity to Instagram content
Features a convenient scheduling option to organize and plan your Posts
The Posts tool is completely free to use as often as you want

How to get started using Amazon Posts

To sign up for posts:

. 1. Go to https://posts.amazon.com .

2. Use your existing Amazon advertising information to sign in.

3. Follow the instructions to create a profile.

4. Verify your business brand name.

5. Add your brand logo.

6. Start designing your Posts.

After creating your profile and completing the sign-up process, you can now add photos, captions, category tags and tag products. You’re now ready to Post!

To get started, you will create a Post inside a dedicated console. The console is different from the Amazon Seller Central dashboard you normally use, however the process to set up Posts is very easy. And similar to Instagram, your Posts are fully shoppable with links to product detail pages for purchase. Inside your Posts dashboard, you can explore and analyze metrics like the number of impressions your Posts receive, the number of clicks, and what the click-through rate was.

You can use these metrics to understand how well your Posts are performing. When you compare the performance of different Posts, you gain useful insights into what performed best with Amazon shoppers.

Where your Posts appear on Amazon will, in part, be determined by the category tags you select for your products. Tapping on the category tag takes customers to a vertical feed of category-related posts.

Amazon will publish your Posts

in a minimum of one of the following:

Category Feed - these need to be defined - with images.
Related Post Feed
Related Brand Information/Details Page
Brand-Owned Details Page

Amazon places Posts in revolving positions across these locations on both the mobile shopping app (iOS and Android,) and mobile website.

And remember, the Posts program is still very new, so now is the ideal time to implement Amazon’s latest medium into your marketing plan. You’ll drive more traffic to your products, increase awareness of your brand and get a leg up on your competition.

BETTER than instagram for e-Commerce

Can all businesses use Amazon Posts?

Not every business has access to Amazon Posts. This marketing tool is still in Beta. Only Brand Registered vendors, agencies representing vendors, and sellers with an Amazon Store can create Posts at this time. The Posts tool is currently only available to vendors and sellers on Amazon US.

Amazon Posts: Best Practices

Product-Focused Posts Perform Best

Since Posts are on Amazon, it’s no surprise that product-focused Posts perform best. Most of the traffic on Amazon is there to browse and shop.

Product photos have always been a powerful way to communicate your brand’s story and now with Amazon Posts you have the ability to more effectively convey this story and present your products to customers already browsing on Amazon with high purchase intent.

Focus on compelling product images with short, informative captions. Remember, you can schedule your posts in advance to save time and implement a complete product marketing schedule

Engage your Audience + Connect with your Customers

Create Posts that offer ideas for the most popular ways to use your products. Interesting and engaging Posts can entice shoppers to explore other products in your Amazon Store.

Focus on the key benefits of your products and always remember that consumers only ever think about how a product will improve their lives. Lifestyle imagery combined with product use is a very effective way to convey your brand’s story, present your products to shoppers and show some of your brand’s personality.

Amazon Posts transform the traditional online Amazon shopping experience into something friendlier and more personal. Your Posts can touch shoppers, developing a brand connection that’s difficult to achieve on your traditional Amazon pages. Introduce shoppers to your products and collections by including related items or different options for a single product in your Posts.

Pro Tip: Mobile-friendly images for Posts are important for driving traffic to your brand. Test various images in your Posts and analyze the metrics to identify which images were most popular. Then you can simply focus on other Posts by using the same style or formula. -

Capture your Competition’s Customers.

One of the most exciting things about Posts is the Related Post and Related Brand placement by Amazon. This means that your Posts will appear in front of shoppers on your competitor’s feeds.

This increase in potential eyes on your products is a veritable goldmine for Amazon businesses. A compelling Post can entice a targeted buyer to click on your photo, leaving the competitor’s feed and going directly to your product’s detail page. Your Amazon traffic has the potential to increase substantially with well-developed and well-placed strategic Posts.New Paragraph

Use the Free Amazon Post Tool to Boost your Brand

To Recap:

Amazon Posts offers a compelling social-media style feed that allows you to showcase your brand and products
Posts are shoppable - consumers can click your photos and directly buy the featured products
Posts are free to use
Posts can help capture your competitors’ customers
Posts help convey your brand’s strengths & personality, connect with buyers and increase visibility

The Amazon Posts tool helps shoppers discover your brand, enabling you to present your products where buyers are browsing. Grab the attention of your competitors’ audiences by developing high-quality photos that link to your products. Use benefit-rich copy that conveys what your products will do for your customer.

The tool is underused right now, so maximize your brand’s Amazon presence by creating and scheduling compelling Amazon Posts right NOW!

Introduction To Amazon Copy

website@sitemodify.com (Website Editor) — Wed, 24 Jul 2019 03:35:15 GMT

Amazon copy is the bedrock of all your success on this platform. You can have a spectacular ads strategy, graphics, and product research and your product will still fall flat. Amazon copywriting is different than other SEO copywriting because Amazon finds value in search results differently. Google search is a click machine that wants to show you the search results you will click on. Amazon’s A10 algorithm is a conversion machine- it only cares that a high percentage of people who landed on your page bought the product. So the trick to Amazon content is to make sure that most of the people who end up on your listing will buy. You do not want the traffic that has low buying intent or a vague idea of what they want.

Writing copy on Amazon breaks a lot of rules in general copywriting and the English language as a whole. Copy is not very long, not (usually) very stylized, we purposely misspell words, capitalize in strange places, or place dashes where they don’t go. Why is it done this way? Because at the end of the day, we care most about getting the sale.

Rules of Writing

There are a number of best practices to know when you start out learning how to write a listing. It wouldn’t be easily discerned from Amazon what these best practices are since many sellers are new or uneducated about how the A9 algorithm words. Amazon is still a bit of a wild west of products at different levels of professional optimization. Employ these practices to avoid early silly mistakes that could cost you sales.

Relevance

Having a high level of relevance is important on Amazon because we want the customers who end up on the page to actually buy the product. You might gain a lot of traffic from targeting a certain search term that has high volume but it will not matter if the people searching for that phrase are not looking for your product. If you get the click but no conversion because of lack of relevancy it will have an adverse effect on the listing metrics. Relevance is determined by a system of factors put together and is ultimately an educated guess based on what we know about our product.

Relevance matters more highly with longer tail (3-4 word) keywords and search terms. Being relevant in the short head is an added bonus, but since a lot of the traffic and sales will end up happening in the long tail, it's important that you're prudent in your intention to index and rank for these more targeted, longer tail terms.

Length

Over the years character length has swung wildly. In the early days, listings were very basic with quite short bullet points and description, similar to what you still see on most ebay descriptions.

Around two years ago the length pattern went towards LONG bullets and descriptions. Stuffing as many keywords as possible into the title, bullets, and search terms became very important to sellers.

Around 2017 Amazon began cutting down character limits. Search terms truncated to only 250 characters, titles only 80 characters in some cases. Some sellers have even found their keywords aren’t indexing past 250 characters in bullet points. This driving down of character limits has brought the trend back to writing short and sweet bullet points. Here’s a bit of a secret: short bullet points usually convert better than long ones. This can mainly be attributed to mobile use and Amazon’s quick buy culture. Get in, get the information, and get out. When in doubt, keep Titles 80 characters or less, and bullets 250 characters or less.

Competition

A guide for copywriting wouldn’t be complete without a discussion of competitors. Competition on Amazon is one of the greatest resources to creating good copy. If there are one or two phrases you have identified as important for your product, you can search those and find hundreds of keyword ideas in your competitors’ titles. Traditionally, the most important words should go in the product title so this is an excellent way to know what your competitors think are important words.

It is also through competitor listings that you’ll find a wealth of keywords. Running a reverse ASIN search using Helium 10 Cerebro, you can find 2000 or so keyword phrases that your competitors have converted on in the past. The top 3 or 4 ranking products in your search should index for nearly all of the important search terms for a given type of product.

Reading competitor listings is one of the best things you can do in your discovery process. You’ll discover questions you need to have answered. You’ll read reviews that tell you why people bought the competitor’s product and what features they care about. If you’re reading a top ranking competitor you may discover what kind of bullet points perform well in your category.

Also important to note: sellers make tremendous mistakes on their copywriting. Running keyword research almost everyday you can find words that are in the wrong order or extraneous words that are clogging up valuable real estate doing nothing to add search volume.We must strike between writing copy that is SEO-friendly AND. reader friendly. Common mistakes I see are keyword stuffing (especially in the title) and unnatural rhythm due to overzealous use of keywords where it may not be necessary. In the mistakes of others lies opportunity for you.