The sheer scale of Amazon is pretty breathtaking – after all Amazon.com attracts well in excess of 2 billion visitors a month. Yet, while that alone proves the value in picking this platform for your business, it’s easy to get complacent. While you know that Amazon has a guaranteed audience and customer base, that doesn’t mean you don’t have to work hard to attract customers to your inventory.
Amazon’s audience might make for a big pie, but you need to work hard to earn the biggest slice of that pie that you can. The key is getting to know your Amazon target market as thoroughly as possible, digging deep to get a richer understanding of what they do and don’t want.
Don’t just sell to yourself
In some instances, your Amazon target market is full of customers just like you. Some sellers start off life selling one or two products they love to people with the same hobby or interests, and that’s fine. However, that’s not always the case. Many sellers either spot an opportunity to sell products that they wouldn’t buy – or branch out beyond their initial product range into items that wouldn’t be in their baskets as buyers. If you only ever envisage the behaviour you would appreciate as a buyer, then you might well be following the wrong course of action. You have to have a greater appreciation of the customers who are interested in your inventory and what makes them tick.
Find out as much as you can about your Amazon target market
What exactly do you know about your Amazon target market? The more you can find out about your potential customer base, the better your brand will be able to select products to be more attractive to them. You want to try to understand their age, gender, location, in the first instance, but then widen this understanding by trying to get to know:
- Where else they typically shop for products
- Their personal interests
- Aspects of their online behaviour
- When they are most likely to want to your products.
You can do this in a few ways. Firstly, you can talk to your regular customers. This could be an email survey or individual conversations with frequent buyers. You can get an awful lot from picking their brains and seeing your products through their eyes. Your customers are a crucial resource.Don’t be afraid to ask them for feedback .
However, it’s important to remember that your target market includes more than just your existing customer base – it should also include all of the people who aren’t yet customers but could be.
Tools such as ComScore, Facebook Insights and Global Web Index allow you to tap into the detailed picture you need for a thorough understanding. ComScore offers independent live data on websites, allowing users to get detailed demographic insight into its users, where else they go online and what devices they use. Facebook Insights provides similarly in depth detail from a brand’s social media profile. Both can, however, be used to look at the demographic and audience behaviour of a big market competitor, which is ideal for Amazon businesses that want to get an idea of the makeup of the wider market. Global Web Index allows you to build a replica audience, using demographic insight from your data and the data you’ve taken from the other tools. That’s great if you want to look more deeply at how your target customers behave online, how often they go online and why, how they discover new brands and what they want and expect from content.
Looking at keywords will allow you to understand what people typically search for when it comes to your product range. This can be done in Google Keyword Planner, but Amazon sellers might want to look at tools such as Sonar, Merchant Words and Keyword Tool Pro to see if they can get an insight that is more relevant to their activity. Active Amazon sellers should be using their Search Term Reports from their existing Amazon Sponsored Ads to find keywords that are being used to find their current products as well.
Take the right tone
Knowing who you are talking to allows you to pick the right tone and talk to your customers in a language and style that they appreciate. The data you’ll have unearthed above allows you to build up an accurate picture of your customer and think what works well for them. You can build this into the content you write for product descriptions, using wording an terminology that is appropriate for the reader. If you yourself would be a typical target customer then this helps greatly as you’ll have a real-life understanding of how you buy products and what you do/don’t like to read. You can also demonstrate how and why your items will help them with an issue they currently have (keyword research is especially good at flagging up what is being searched for). Indeed, if your content is based on research and audience insight, then it should really help you to convert browsers into customers more effectively.
Learn from your data
There’s a lot that you can learn from your own activity – and it’s important to build in time to be reflective. Your sales data alone should give you a pretty good sign of products that are popular and those that aren’t – as well as peak sales times and trends over time. Don’t let this data go to waste – use it to build a picture of what works and try to understand the reason behind any trends that you notice. By monitoring this, you can also get a good gauge on whether any new tips, tricks or techniques that you try are working. You can also learn more about Amazon performance metrics with our guide to this.
You’ll also be able to see the results of your marketing efforts too – product ads that get lots of clicks and emails that have a strong Click-through Rate (CTR) – and see what is well received and what path the customer is actually taking to the point of purchase.
On top of this, Amazon sellers get a great insight into the views of their customers in the reviews they leave. A good, constructive, detailed review can give you a lot of food for thought – whether it’s something to improve or something positive that you need to do more of. We’ve written a blog about how to attract more reviews for your listings to help you get more insight in this way.
Learn from your rivals
You also need to have one eye on what your rivals are doing. Take a look at the people who sell the same products as you – and those who sell to similar customers as you. Look at what they sell, how much they charge, the product descriptions they write and the tactics they deploy (whether they use Sponsored Products, for example, and which items they choose for this).
You clearly don’t want to copy your rivals – you need to do something different and better to get ahead of them – but there’s a lot to learn from the things they do well and the things they don’t appear to do well. You can even look through their customer reviews to see if there are any common gripes among buyers that you could solve or any things that they do that seem to go down well.
Use your past experiences
If you are part of your ideal client base and use and purchase the types of products you sell, then you can get a LOT of great insights just by looking around at the products you already purchase with regards to your product line (a.k.a. your “niche” or brand).
For example, if you are a cycling enthusiast look at all the products you use for that interest and then do the research on Amazon to decide whether or not those products meet your criteria for selling to your target market. Generally speaking, if you are part of the target market (and we generally recommend you either be part of your target market or know it well), then you have a lot of great insight from just the interest you have in the product line you are looking to sell.
Never underestimate your expertise in an area. Even just being a hobbyist at something is better for your marketing than knowing nothing about the products, because, in the end, you will know how to talk to other people just like you who are looking for the same real-life benefits of the products so that they understand how your products will help them in their endeavors around that interest.
Always remember that, when communicating to your Amazon target market, you should be communicating how your products help them solve any problems that they currently have and why your product is of particular interest.
For more help with selling to your Amazon target market, download our free blueprint today.