Posts

logo

Zero To Hero: Building a Brand Series – Moving Forward From Amazon

Zero To Hero: Building a Brand Series

 Moving Forward From Amazon

ecommerce

In the previous blog post, Manuel went over some great strategy and techniques on how you can pitch your products to retailers and wholesalers across the world.

Today’s blog post marks the final blog post of this great series. This post will be all about thinking forward and expanding your business into other areas.

Expand Into The Other Amazon Global Markets

AmazonFBA

Amazon is still the number one E-commerce marketplace in the world, and it will be for a long time. Although we believe that Amazon has some disadvantages for sellers who wish to have complete control over their business, you should always list your product there. Currently the markets which we recommend expanding to, are:

  • Amazon EU(UK & Germany should be a priority).
  • Amazon Japan

These marketplaces have a much lower volume than their US counterpart, however, the traffic and sales are increasing year-on-year and Amazon has been investing heavily to attract buyers & sellers to their marketplaces outside the US.

Expand Into Other E-Commerce Marketplaces 

There are a number of ECommerce marketplaces that allow you to list your products, some also have a similar fulfillment service like Amazon FBA. While not all ECommerce marketplaces are ideal(some have very low sales volume), this will allow you to increase your brand visibility and target markets which your competition is unlikely to target.

In my opinion, the marketplaces that make the most sense to register a seller account are:

  • Walmart & JET
  • Newegg
  • Sears
  • Ebay
  • Rakuten

Focus On Growing Your Online Store

eCommercestore

Having your own ECommerce store is the only to have complete control over your brand & pricing. One of the things I like about having an ECommerce store is that I have complete freedom when it comes to:

  • Creating special offers/giveaways.
  • Store Design & Branding
  • Customized Packaging
  • Control over Customer Service & Experience

However, the best thing about having your own store is that it’s a challenge! While Amazon definitely needs some mastering – all the buyer traffic is already there! With your own store you need to spend an enormous amount of time dedicated to bringing traffic to your website.

While this requires a lot of hard work and testing, in my opinion, it’s more rewarding and it can be scaled significantly once you have a working formula

Outsourcing

We feel this step is the most important part of any business. A successful business is a scaleable business. While you should always retain control over the key tasks of your business, it is important to delegate tasks, especially those tasks that are time consuming or you have no expertise in.

With the rise of freelancing and outsourcing websites, it is very easy to find very skilled freelancers or companies for your business. In my opinion, these are the tasks that you should definitely outsource: 

Importing

  • Product & Packaging Design
  • Product Inspection
  • Logistics(Freight Forwarder, Warehousing etc)
  • Product Sourcing

Business

  • Legal & Accounting
  • Social Media Marketing
  • Company Branding
  • Graphic Design

Of course, what tasks you outsource depends entirely on you, however, if you want to scale your business and achieve freedom, you need to delegate tasks.

Conclusion

This blog post concludes our Zero To Hero: Building a Brand series, we hope that this series proved helpful in your efforts to build a truly successful and global brand.

Building a brand takes a lot of effort, however with the right strategy in place, you will have a company that has great products and its loved by its customers.

We would appreciate any feedback you have on this series and if there is anything we can help you with, kindly leave a comment below.

All the best & happy selling,

Duncan & Manuel

logo

Zero To Hero: Building a Brand Series – Branding your Product

pexels-photo-209288

Zero To Hero: Building a Brand Series – Branding your Product

In this blog post I’ll talk about packagings and branding on your product.  I’ll give you a brief overview on why photography, packaging and marketing materials are so important when building a brand. 

Product Photography (taking your own vs hiring a professional)

Why are great product pictures important? When people come to your website or Amazon listing the first thing they do is to look at your pictures. The customer bases his immediate buying decision on your photos. 

It seems so obvious but yet I see so many listings with very poor product photography. Even if the product itself is great a poor picture can decrease your conversion immensely. 

Let’s take a look at two examples:

I look for a wooden cutting board on Amazon and I find a few listings. The well performing listings (even if not the best product) have great listings.

Take a look at this photo:

food-kitchen-cutting-board-cooking

And now take a look at this photo of a listing that is performing poorly. 

91xPdeMpRYL._SL1500_

This product is actually equally good and the seller even stresses out FSC certification (sustainably harvested wood). Me personally I wood rather buy the FSC certified product but the picture is turning me off. 

My suggestions is if you are not a professional photographer then please hire someone to take photos for you. 

Yes, great photos may cost you a bit of money but it is a one time investment and it will pay itself off. Also while sometimes Photoshop can be used for retouching, adding shades and effects I do not recommend using Photoshop to edit your product picture into an environment. It just looks cheap. 

Custom Packaging – standing out from your competition

I’ve posted about custom packaging in a previous blog post (http://importdojo.com/best-packaging-practice-how-to-create-a-great-private-label-packaging/) which I think is a comprehensive guide. Have a look and get some ideas there. 

The point is to think outside the box and reflect the product on the packaging. E.g. the Nike Air packaging or Cigars in a wooden box that reflect a humidor. 

Shipping Boxes 

Make sure that you use enough carton strength when shipping your products. The unit packaging needs to be at least 26ECT (Edge Crush Test) – see above blog post. 

Until your product reaches your customer there are many hands involved that handle your packaging. So you’ll want a sturdy and compact packaging. 

Use thick carton (32ECT minimum) for export cartons and add a sticker that says “Fragile – handle with care”. No matter if the product inside is fragile or not, this will improve chances your cartons are handled more delicately by the courier or logistics company. 

Screen Shot 2017-02-23 at 11.41.37 AM

Insert Cards & Marketing Materials

Add insert cards as simple as the below one where you can ask your customers to leave a review or also sign up on your website so that you can collect email addresses. 

Screen Shot 2017-02-27 at 12.04.18 PM

Also include Instruction Manuals (if applicable). Even if your product is self-explanatory some customers appreciate a guide on how to use a product. You can even add some tips or reference another product of your’s that will make the customer come back. For example if I sell my French Press I also add: “in the unfortunate case that you break your glass, we have a replacement glass available on Amazon”. Another example would be to reference a spare part that is only available trough you. Or something along that line.

Conclusion

Having great photos is essential to show the visual aspect of your products. Great photos will help you sell your product, especially on Amazon where customers often look at the photos to determine if they should make the purchase.

If you don’t use external marketing methods such as YouTube videos to showcase the features of the product, chances are that great photos are your only way of attracting customers to your brand. 

When it comes to selling products, most sellers only focus on the product itself. A lot of people don’t realize that the product packaging is also a part of your product. This applies especially if you rely heavily on marketing or want to expand into retail and wholesaling.

Look at YouTube for example, a lot of product review channels put a lot of focus on a brand’s packaging. What this means is that good packaging will help you sell more of your product.

Another thing to note is that great packaging can also help you get more positive feedback or reviews on Amazon. These days online shoppers purchase a lot of products at any given time, by making sure that your packaging wows the customer, they are more likely to remember your brand and comment positively on the experience.

Great brands put a lot of effort in making their products look good, and so should you! With proper product branding you will help attract more customers and gain more confidence in your brand.

I hope this post was useful. Please feel free to comment or share :)

All the best and happy sourcing,

Manuel

logo

Zero To Hero: Building a Brand Series – Social Media & eCommerce

Zero To Hero: Building a Brand Series

Social Media & E-Commerce3

In last week’s blog post we had a brief introduction on E-commerce and the key steps you should take to create your own sales channel. Another way to create a powerful sales channel is through Social Media.

Social Media is essential to get your target audience to find your brand and connect with influential figures in your niche. In the past few years, social media has become the number one medium for promotion and businesses who want to achieve long term success need to have a social media strategy in place.

Why Having a Social Media Presence is Important

We often hear how social media is powerful and important for brands around the world. The main reasons why social media is the platform of choice is:

  • Advertising conversions are higher than other forms of promotions such as traditional PPC, offline marketing and television.
  • People spend a lot of time on social media so it’s very easy to find your target audience.
  • Social Media provides a lot of data on demographics and behaviours which if used right it can scale up your business significantly.
  • Drive Huge Amounts of Traffic To Your Website & Amazon Listing.
  • Connect with your customers on a personal level and find out their concerns or needs in your category.

A Look at Social Media Platforms

1Untitled

Facebook

1

Facebook is without a doubt the most popular social network to use. Although having(and growing) your own Facebook page is essential for your brand, the advantage Facebook has over other platforms is an affordable and converting advertising platform.

Initially, the best strategy to use Facebook Advertising is to find your target audience. No other advertising platform in the world allows you to segment your audience by:

  • Gender
  • Income
  • Country
  • State/Province
  • Interests
  • Age

When launching a new brand, my strategy is to have a budget of $5 a day maximum to find my target audience, that way, when the time comes to launch my product, I know already who to target. Facebook also allows you to target audiences who liked a particular page, so if you have a fitness brand and want to target female audiences aged 18-25 who like Nike, Adidas & Under Armour; you can do that with FB Ads.

What this allows is to have better converting Ads and more clicks to your sponsored posts. One suggestion I can give is to not direct the audience to your Amazon listing(unless you have a lot of positive reviews), but instead to your website/landing page to collect email addresses.

We will talk in more detail about Facebook Advertising in the coming weeks, however, as a business in 2017 and beyond, you need to be on Facebook – it’s where your target market hangs out most of the time so take advantage of it!

Instagram

2

Instagram is the platform of choice if you want to showcase your products, brand and your story. The visual aspect of Instagram allows you to truly differentiate yourself from your competitors. Since Instagram is owned by Facebook, you can use their advertising platform to also target Instagram users.

What I really like about Instagram though, is the ability to connect with authority in your niche and even larger brands. This makes it the perfect social media platform alongside YouTube to gain massive exposure for your brand.

However, the downside of Instagram is that you only have one clickable link in your whole profile – The Bio. This makes it very hard to direct audiences to click the link, for this reason, although Instagram can be used to drive sales, the main use of the platform is to gain exposure.

Twitter

3

Twitter is one of the top social media networks, however, their follower base has been declining in recent years so in my opinion, other social media platforms are much better. Twitter works best for announcements or to give news regarding your brand or products.

I would still suggest you to have a Twitter account though, not only it works great for some niches such as fitness, yoga and cosmetics; but also because as a brand you need to be everywhere! The more places you are, being social media platforms, marketplaces or countries, the better.

So while in some cases twitter can work great, it’s not an ideal platform for Ecommerce sellers.

Snapchat

4

Out of all the most popular social media platforms, snapchat is the newest one. However, they are quickly gaining a large following(particularly amongst younger audiences) and they are set to go public soon. Snapchat is a video-based application that allows you for to share videos which are only available for a limited amount of time.

This is a great app if you want to make quick promotional videos or even use it to make instruction-based videos on your products. However, unlike most social media platforms, Snapchat only applies to certain categories.

Nonetheless, if your market is mostly younger audiences, you need to use the app as it’s quickly becoming the number 1 social media platform amongst the younger generation.

YouTube

5

YouTube is by far the best social media platform for exposure and driving insane amounts of traffic to your website or Amazon listing. With the introduction of their Video Advertising Platform, you can quickly gain enough exposure or even go viral. It’s not uncommon for unknown brands to go viral and get massive sales via YouTube. Video based ads convert much better also, however, at $0.20 a click, it can become quite expensive.

The power of YouTube relies in a pool of YouTubers from all kinds of niches, in fact, if you can find influencers or brand ambassadors willing to make an unboxing review or How-To-Guides for your product, you will get more sales than any other method, such as PPC or FB Ads.

The major tips I can give regarding YouTube are:

  • If you’re starting your own channel, your videos must be very well made.
  • Focus on providing value and showcasing your brand.
  • If sponsoring other videos, make sure that your products are of a higher quality. Packaging, inserts and the product itself need to look professional.
  • With thousands of videos uploaded every minute on YouTube, your videos can easily get lost, have a keyword strategy in place and leverage other social media networks to get views.

If used right, YouTube can be the single platform that elevates your brand from a small business to a well-known brand loved by its audiences. Unless you have enough video making or editing experience, I wouldn’t suggest you make YouTube videos yourself(as a brand), instead, outsource the whole process or even better, leverage the audience of other YouTubers.

Pinterest

6

Pinterest is a social media platform that very different from the rest. It focuses mainly on images where they are structured using pins and boards. What makes Pinterest unique is that the platform has a majority of women followers, so if your brand or products are aimed at this demographic, you need to focus your marketing efforts on Pinterest.

Pinterest, unlike Instagram, has clickable images, so every image you put in the platform can be directed to your website or Amazon listing. This becomes really powerful when your follower base get bigger as it can help increase conversions.

Social Media & E-Commerce

Social media and E-Commerce are a perfect match for each other! No other platform gives you the ability to showcase your products in front of thousands of potential buyers. When it comes to promoting your products on social media, you need to focus on these points:

  • Show what your brand is about(your brand story). People are more willing to buy from brands they can connect with.
  • Run Giveaways, Polls and Promotions frequently. These will not only boost sales but it will also give you some great data about your customer base and buying habits.
  • Show unique features about your products and great looking pictures will attract more followers.
  • Use social media to provide great customer service. Check your inboxes frequently and reply to comments you get on your posts.

However, the most powerful way to gain followers and exposure to your brand via social media is by advertising. Facebook and YouTube provide the best converting advertising platforms and give you a lot of data about your customer behaviour.

Amazon PPC can get very expensive after a while and social media is another great way to drive traffic. It is recommended to not drive traffic directly to your Amazon listing via social media advertising, but instead, use the following strategy:

  1. Set-Up your Facebook/Instagram/Youtube Ads targeting your ideal audience.
  2. Links should point to your website or Ecommerce store.
  3. Have a landing page and an offer to get email subscribers.
  4. Provide customers the option to either buy from your website or Amazon itself. 

By driving traffic to your website you have the ability to collect email subscribers. Email subscribers allow you to:

  • Pitch offers during holiday seasons or when you experience slow sales.
  • Connect with your customers to build a relationship with your brand.
  • Send an email blast when launching new products so you not only get some sales, but also some traffic to your listings.

Conclusion

7

Social Media Marketing can be a great asset to have for your business. No other tool comes close when it comes to connecting with your target audiences and getting exposure for your brand. Keep in mind that social media is a slow process and not every platform will suit your brand.

We recommend focusing your efforts on 2 or 3 social media platforms and outsource the rest to a virtual assistant.

In next week’s blog post we will discuss Inventory Management, FBA Prep and Storage. Amazon has been constantly increasing their fees so it makes sense to look for alternative options to store part or all of your inventory.

We hope this short guide prove helpful and as always, if you have any questions, kindly leave a comment below.

All the best and happy selling,

Duncan

http://importdojo.com/importdojo-masterclass/