The document discusses strategies for building a brand on Amazon. It outlines that WellPath leveraged assets developed for their brand and audience to launch products on Amazon. Three key learnings are discussed: 1) Brand matters on Amazon and consumers will pay a premium for recognized brands; 2) First party data from owned channels is valuable for directing traffic to Amazon listings; 3) Building an engaged community establishes brand authority and mobilizes fans for new product launches. The strategies focus on developing four pillars of consumer trust, acquiring first party data, and building a community through content and social media.
Want to solicit more donations and sponsorship through your emails? Then you need the right Email Marketing Tools Strategy. In this event, you will discover how you can communicate effectively with donors, sponsors, and volunteers on your email list. You will learn the basic steps to building an effective email marketing strategy.
Surprise! How You Should Be Planning to Triple Holiday Sales NowJenni McKinnon
With over 18 years of industry experience, Jenni McKinnon will share why you should be planning to crush your holiday sales months and months in advance as well as practical and actionable tips to help you triple your WooCommerce online holiday sales, and even when there's less than a month before a holiday.
She will also provide lasting industry advice that can help you keep the sales flowing year round.
How to do SEO on a small website without backlinks? We all know that backlinks are a good SEO ranking engine that is hard to find today."><meta name="robots"
Here is the full slide deck for our popular Facebook Advertising: Planning & Implementation webinar.
http://learning.teamtwobees.com/p/facebook-advertising-success/
Want to solicit more donations and sponsorship through your emails? Then you need the right Email Marketing Tools Strategy. In this event, you will discover how you can communicate effectively with donors, sponsors, and volunteers on your email list. You will learn the basic steps to building an effective email marketing strategy.
Surprise! How You Should Be Planning to Triple Holiday Sales NowJenni McKinnon
With over 18 years of industry experience, Jenni McKinnon will share why you should be planning to crush your holiday sales months and months in advance as well as practical and actionable tips to help you triple your WooCommerce online holiday sales, and even when there's less than a month before a holiday.
She will also provide lasting industry advice that can help you keep the sales flowing year round.
How to do SEO on a small website without backlinks? We all know that backlinks are a good SEO ranking engine that is hard to find today."><meta name="robots"
Here is the full slide deck for our popular Facebook Advertising: Planning & Implementation webinar.
http://learning.teamtwobees.com/p/facebook-advertising-success/
10 Steps to a Successful Email Marketing CampaignLaura Comben
In this white paper, we examine how every business can create more powerful email marketing campaigns.
By the end of this white paper you’ll know how to:
Define your goals
Increase open rates and engagement
Create winning subject lines and copy
The Importance of testing
Expand your social circle
Use reporting to improve future sends
Integrate your software.
http://cobb.agency/digital
Biggest Mistakes by Brands in Integrated Marketing by Lauren Vaccarello - #SE...Search Engine Journal
Biggest Mistakes by Brands in Integrated Marketing
By Lauren Vaccarello
Integrated marketing can feel like building an airplane in mid-air; keeping up with the proliferation of new channels, analytics and reports while staying aligned with your brand’s messaging can be daunting. Lauren shows us how to avoid the most common failures of integrated marketing while keeping your team on track to boost revenue, retain customers and reach prospects.
eMarketer Webinar: Best Practices for Email MarketingeMarketer
Join eMarketer Principal Analyst David Hallerman as he spotlights today’s best practices for email and offers tips for making it an integral part of overall marketing success.
Email Marketing Dos and Don'ts (Series: Digital Marketing Tips for the New (o...Financial Poise
Email marketing has an average ROI of around 4,000%. Many individuals would say email marketing doesn’t work or is outdated. However, the ROI statistic doesn’t lie. The key to getting good results from email marketing is to do it well. In this episode we share best practices associated with email marketing. We also share tips of what not to do. These tips can easily be applied to your own email marketing campaign and are easy to implement. After finishing this episode, a business owner will have the necessary knowledge to get better results out of their own email marketing efforts.
To view the accompanying webinar, go to:https://www.financialpoise.com/financial-poise-webinars/email-marketing-dos-and-donts-2021/
grow a list by up to 10,000 subscribers in as little as 90 days. Email Mark...Arunk247
Have you ever wondered how to boost your email list? It had been my major concern in recent months until I came across the GetResponse List Building Program — a complete email marketing course. It helps me increase my email list every day, which has a direct impact on my sales.
I wouldn’t bother you if this weren’t the most effective list-building course I’ve ever tried. And believe me — I’ve tried many. I did my research to find out whether it was just another online tutorial, and I can truly say that GetResponse is the first email marketing company to provide real know-how about boosting email lists.
The course covers everything you need in order to grow a list by up to 10,000 subscribers in as little as 90 days. The best part is that the program is available free to GetResponse customers, even free-trial accounts that have less than 10,000 subscribers.
Slide deck for The Coffee MUG webinar held on June 26, 2019, featuring John Thies, CEO and Co-Founder of Email on Acid, and Hilary German, Senior Marketing Automation Consultant at Perkuto, highlighting how to get more out of your email programs and improve your campaign results.
Harvest Season: Building & Utilizing 1P Data to Boost Retention & LoyaltyTinuiti
The most effective Lifecycle Marketing strategies continuously gather first-party data, test new strategies, and constantly employ the data and learnings to further refine your customer’s lifecycle journey.
In this webinar, our team partners up with personalized text messaging solution, Attentive, and Tinuiti client, beach towel company, Sand Cloud, to discuss how we worked together to boost the brand’s performance.
We’ll dive into how to refine workflows, improve onsite overlays and welcome series, and continually test to build a highly refined Lifecycle Marketing plan that delivers results.
Scaling Your Amazon 3P Business to be Acquisition-Ready: The Top Signals Buye...Tinuiti
n this webinar, we team up with acquisition experts, Thrasio, to help you best position your Amazon business for acquisition.
We’ll discuss the metrics and thresholds that are most attractive to potential buyers and the state of the market - for buyers and sellers - after the changes of the last year, and the levers you can pull to ensure your success.
Looking to Evolve your Business Beyond D2C? Here’s the Playbook.Tinuiti
Scaling your Direct-to-Consumer (D2C) brand requires an ever-growing toolbox, which includes first-party data, lifecycle tools like SMS messaging and loyalty programs, buttoned-up fulfillment and omnichannel marketing strategies, and a keen understanding of ecommerce trends.
The good news? Our subject matter experts, plus experts from across the industry, shared all the knowledge you need to grow and scale your D2C business in 2022.
New Product Launches on Amazon: Tactics and Strategies for a Successful KickoffTinuiti
In this webinar, our Amazon experts discuss how to successfully launch new products and incorporate this into your larger end to end channel management.
Influencers - real growth channel or just a unicorn? Providing an intro to the current influencers' landscape, challenges and opportuntities as well as best practice examples and tips on how to position this channel in the digital mix.
Finally recommendations on how does success look like and measurement advice.
Top indicators shaping your permission based marketing databasesSMARTe Inc.
If you are interested in boosting your Sales & Marketing Data and Intelligence, we at SMARTe Inc. ensure that your marketing and sales teams work in sync-marketing executing successful programs and feeding qualified leads into the pipeline; sales hitting with the right value proposition to the right prospects, thus putting more efforts in closing deals rather than pondering whom to target.
For more information, please visit our website: www.smarteinc.com
10 Steps to a Successful Email Marketing CampaignLaura Comben
In this white paper, we examine how every business can create more powerful email marketing campaigns.
By the end of this white paper you’ll know how to:
Define your goals
Increase open rates and engagement
Create winning subject lines and copy
The Importance of testing
Expand your social circle
Use reporting to improve future sends
Integrate your software.
http://cobb.agency/digital
Biggest Mistakes by Brands in Integrated Marketing by Lauren Vaccarello - #SE...Search Engine Journal
Biggest Mistakes by Brands in Integrated Marketing
By Lauren Vaccarello
Integrated marketing can feel like building an airplane in mid-air; keeping up with the proliferation of new channels, analytics and reports while staying aligned with your brand’s messaging can be daunting. Lauren shows us how to avoid the most common failures of integrated marketing while keeping your team on track to boost revenue, retain customers and reach prospects.
eMarketer Webinar: Best Practices for Email MarketingeMarketer
Join eMarketer Principal Analyst David Hallerman as he spotlights today’s best practices for email and offers tips for making it an integral part of overall marketing success.
Email Marketing Dos and Don'ts (Series: Digital Marketing Tips for the New (o...Financial Poise
Email marketing has an average ROI of around 4,000%. Many individuals would say email marketing doesn’t work or is outdated. However, the ROI statistic doesn’t lie. The key to getting good results from email marketing is to do it well. In this episode we share best practices associated with email marketing. We also share tips of what not to do. These tips can easily be applied to your own email marketing campaign and are easy to implement. After finishing this episode, a business owner will have the necessary knowledge to get better results out of their own email marketing efforts.
To view the accompanying webinar, go to:https://www.financialpoise.com/financial-poise-webinars/email-marketing-dos-and-donts-2021/
grow a list by up to 10,000 subscribers in as little as 90 days. Email Mark...Arunk247
Have you ever wondered how to boost your email list? It had been my major concern in recent months until I came across the GetResponse List Building Program — a complete email marketing course. It helps me increase my email list every day, which has a direct impact on my sales.
I wouldn’t bother you if this weren’t the most effective list-building course I’ve ever tried. And believe me — I’ve tried many. I did my research to find out whether it was just another online tutorial, and I can truly say that GetResponse is the first email marketing company to provide real know-how about boosting email lists.
The course covers everything you need in order to grow a list by up to 10,000 subscribers in as little as 90 days. The best part is that the program is available free to GetResponse customers, even free-trial accounts that have less than 10,000 subscribers.
Slide deck for The Coffee MUG webinar held on June 26, 2019, featuring John Thies, CEO and Co-Founder of Email on Acid, and Hilary German, Senior Marketing Automation Consultant at Perkuto, highlighting how to get more out of your email programs and improve your campaign results.
Harvest Season: Building & Utilizing 1P Data to Boost Retention & LoyaltyTinuiti
The most effective Lifecycle Marketing strategies continuously gather first-party data, test new strategies, and constantly employ the data and learnings to further refine your customer’s lifecycle journey.
In this webinar, our team partners up with personalized text messaging solution, Attentive, and Tinuiti client, beach towel company, Sand Cloud, to discuss how we worked together to boost the brand’s performance.
We’ll dive into how to refine workflows, improve onsite overlays and welcome series, and continually test to build a highly refined Lifecycle Marketing plan that delivers results.
Scaling Your Amazon 3P Business to be Acquisition-Ready: The Top Signals Buye...Tinuiti
n this webinar, we team up with acquisition experts, Thrasio, to help you best position your Amazon business for acquisition.
We’ll discuss the metrics and thresholds that are most attractive to potential buyers and the state of the market - for buyers and sellers - after the changes of the last year, and the levers you can pull to ensure your success.
Looking to Evolve your Business Beyond D2C? Here’s the Playbook.Tinuiti
Scaling your Direct-to-Consumer (D2C) brand requires an ever-growing toolbox, which includes first-party data, lifecycle tools like SMS messaging and loyalty programs, buttoned-up fulfillment and omnichannel marketing strategies, and a keen understanding of ecommerce trends.
The good news? Our subject matter experts, plus experts from across the industry, shared all the knowledge you need to grow and scale your D2C business in 2022.
New Product Launches on Amazon: Tactics and Strategies for a Successful KickoffTinuiti
In this webinar, our Amazon experts discuss how to successfully launch new products and incorporate this into your larger end to end channel management.
Influencers - real growth channel or just a unicorn? Providing an intro to the current influencers' landscape, challenges and opportuntities as well as best practice examples and tips on how to position this channel in the digital mix.
Finally recommendations on how does success look like and measurement advice.
Top indicators shaping your permission based marketing databasesSMARTe Inc.
If you are interested in boosting your Sales & Marketing Data and Intelligence, we at SMARTe Inc. ensure that your marketing and sales teams work in sync-marketing executing successful programs and feeding qualified leads into the pipeline; sales hitting with the right value proposition to the right prospects, thus putting more efforts in closing deals rather than pondering whom to target.
For more information, please visit our website: www.smarteinc.com
Amazon as a Brand Building and Demand Gen Platform: Emerging Trends in Amazon...Tinuiti
In this session, we partner with Amazon sales analytics platform, Jungle Scout, to discuss the best ways to utilize enhanced tools like A+ Content and video to better serve your brand.
Digital Marketing Mistakes that Killed Profitability in 2018Tinuiti
What were the top advertising mistakes that drained budget and ROAS last year? Let’s address common ad mismanagement by reviewing data across multiple advertising channels: display, Google Ads, Facebook and Instagram.
Let’s also review how to combine these advertising platforms to maximize profit. Having a presence on social media is one thing—but being able to drive traffic to your website is another. Let’s unpack how.
How to Create an Integrated Sales Enablement Strategy for Your Sales TeamSales Hacker
What You'll Learn:
- How to build and implement a powerful sales enablement strategy.
- What does, and does not, qualify as Sales Coaching Excellence.
- Which engagement data help improve the relevance and effectiveness of salespeople.
Presentation given at HubSpot's #Inbound14 Conference on the Partner Track.
Acquiring inbound retainer clients is hard, but retaining them can be even harder. Learn the secrets to attracting, engaging, and retaining long-term customers who love you.
Presenter: Marisa Smith, Head Brainiac at The Whole Brain Group.
What are brand partnerships? What are integration, reward and awareness colla...Partnercademy
To learn more, go to our highly acclaimed Udemy course here:
https://www.udemy.com/course/the-brand-partnerships-course/?referralCode=800B03FD714297190556
Or further your Partnerships & Affiliate Marketing career with the Partnercademy Masterclass course...
https://partnercademy.thinkific.com/
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This presentation on brand partnerships, focuses purely on integrations, rewards and awareness partnerships. Above all it’ll teach you everything you need to know about Brand Partnerships, going into detail about the three core types. You’ll learn how to arrange an integration partnership and how reward and discount partnerships work. In addition to, sponsorships, product placements and how to run a successful offers page.
We look at the role of the Brand Leader, how to develop marketing execution strategy, tools to make marketing decisions and how to give direction to an agency.
Similar to Amazon Strategies January 2019 | WellPath (20)
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
2. EXECUTIVE SUMMARY
● WellPath started in 2016 as customized nutritional supplements
● Leveraged assets we had developed our brand and audience to launch non-customized
product on Amazon in February 2018
● Have now launched six products that are Amazon-first, utilizing our core strategy for success
● WellPath was part of the 2019 crop of Emerging Brands, a program at Amazon that is for
brands not previously on Amazon and is invite only, though Amazon takes no fee and
provides a number of very useful benefits
○ For any CPG brands who are not yet on Amazon and showing some early traction
debating whether they should go onto Amazon I would be happy to talk about getting
you guys intro’d to the Emerging Brands Group
● Our new brand, Finn, will be launching in Q2 2020 with the Emerging Brands Group and
leveraging the key tenets of the strategies we’ve developed
3. WHAT WE’VE LEARNED
Three huge learnings have undergirded much of our Amazon strategy and approach.
● BRAND MATTERS
○ Misconception: Consumers only want the cheapest products, that’s why they are on Amazon
○ Reality: Brand matters on Amazon, consumers will pay a premium for a brand they recognize.
Consumers will oftentimes go to your website from Amazon to go vet you.
● FIRST PARTY DATA IS KING
○ Misconception: Because Amazon takes a rip when you have owned traffic you should be
directing it into your owned channels for the sake of getting the point-of-sale data
○ Reality: If you already have someone’s email or phone number you should be more apt to
send them into Amazon. Amazon really values customers who come from outside the Amazon
ecosystem and convert at a high rate.
● BUILD COMMUNITY
○ Misconception: Amazon customers have no loyalty, they repurchase at very low rates and so
the LTV is low
○ Reality: Before Amazon cut off any sort of names we could see the same names would recur
frequently as buyers so we know that the continuity, even for non subscribe and save
customers, was quite high
4. LEARNING ONE: THE FOUR PILLARS OF CONSUMER TRUST
Strong brand protects you from copycat products on Amazon and gets people into your listings.
That press also builds credibility in the eyes of the customer
● Press: Work with PR firms or do grassroots outreach to get the right press coverage
● Experts: Reach out to experts in the field and get endorsements or partnerships
● Partnerships: Do partnerships with well known brands consumers trust for the positive associations
● Community: Lean in hard on creating great content and building a large, engaged community
5. LEARNING TWO: FIRST PARTY DATA ACQUISITION
We focus on acquiring first party data - specifically email and phone number - through other
means than relying on the checkout on our DTC page so we can direct response market and send
people into Amazon
● Email
○ Still the most cost effective channel there is
○ We acquire most of our emails through multibrand partnerships like sweepstakes, giveaways
and contests
○ We also acquire emails through on-site lightboxes and other more traditional means
○ Focus on producing a lot of high quality content at our media site to keep emails engaged as
well as build trust and authority for the brand
● Phone Numbers
○ More expensive since every text costs real money but engagement is very high since not highly
penetrated yet
○ Acquire phone numbers through similar means as emails but new tools coming out (e.g.
Attentive) that make SMS direct response messaging much more sophisticated and effective
● Tools we use:
6. LEARNING THREE: COMMUNITY FOCUS
We’ve become incredibly focused on community building - particularly as it relates to establishing
brand authority. That has been a very effective way of building our superfans who we can mobilize
to get excited about new product launches and help build momentum in those all-important
weeks
● Content
○ We invest in a full time content team that produces five longform articles and four newsletters
every week
○ We believe the right ratio for content:commerce is somewhere between 3:1 or 4:1
○ We focus on the three E’s of engage, educate and empower for all of our content
● Social
○ Table stakes as it’s an easy reference point for someone vetting your brand to see if you seem
to have legitimacy and some scale
○ Not a great tool for customer acquisition, but it is critical for credibility (not inclusive of
facebook/instagram advertising, which obviously has an important place in acquisition)
○ We spend less time here than written content but want to implement more of the 3 C’s here
soon
7. SUMMARY
You can build a brand on Amazon. In fact, to really succeed on a long term basis, you need to.
● Focus on your four pillars of credibility to get consumers to trust your brand.
● Acquire first party data to build large audiences you can direct into your listings from your
owned channels
● Build a community of fans who you engage with regularly so when you launch new products
you can effectively mobilize them
This is not comprehensive. We do a lot of other things. But these are table stakes for building a real
longterm brand on Amazon.
colin@gowellpath.com