Meet Alex, the marketing manager of a growing skincare brand. Alex knew that increasing brand consideration during the shopping journey was crucial. She wanted to reach new customers and make her brand more visible. Her journey began with creating Sponsored Display campaigns. These ads were designed to appear when shoppers were actively browsing for skincare products. By targeting the right audience at the right time, Alex placed her brand in front of potential buyers who were just a click away from making a purchase.

But Alex didn’t stop there. She understood the importance of optimising for conversions. She utilised the “optimise for conversions” feature in her campaigns, ensuring that her ads were seen and effective in driving purchases. This strategy transformed casual interest into committed buying decisions.

Alex built a captivating Brand Store on Amazon to further enhance her brand's presence. The store featured immersive videos, high-quality images, and detailed product descriptions showcasing her skincare line's unique benefits. She added subpages to organise the catalogue, making it easy for shoppers to find exactly what they were looking for.

Realising the power of a holistic approach, Alex also leveraged non-Amazon marketing efforts. She shared engaging content about her products on social media, crafted compelling email campaigns, and used various online channels to drive traffic to her Amazon Store. This broadened her audience and brought in shoppers genuinely interested in what her brand had to offer.

Alex knew the importance of staying connected with her audience. She regularly emailed her followers with updates about new product launches, special offers, and inspiring brand stories. This kept her followers engaged and encouraged them to return for more.

In addition, Alex used Amazon's Posts feature to share image-led content directly within the mobile shopping experience. These posts highlighted the best of her skincare products, enticing shoppers to explore more. It was a powerful way to increase brand engagement and drive traffic to her store.

Throughout this journey, Alex consistently measured the performance of her campaigns. She used Amazon Attribution to track the impact of her external marketing strategies. This data allowed her to refine her tactics, ensuring her efforts aligned with her goals.

By the end of her first year, Alex's strategic approach had paid off. Her brand's visibility soared, customer engagement increased, and sales hit new heights. She had successfully turned new shoppers into loyal customers, establishing her brand as a trusted name in the skincare market.

How are you planning to improve your brand's visibility on Amazon? What tactics have worked best for you so far? Let's discuss!

J. J. Thompson

PS: Alex is a personas