Velocity Sellers, Inc

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Pre-Launch Marketing: Brand Boost & Off-Amazon Traffic Strategy
March 26, 2024

To navigate the challenges of launching your business from scratch, particularly in a competitive market inundated with emerging brands, the “Velocity Sellers” podcast recently delved into the topic. Hosting two key figures from the company, including senior marketing analyst Stephayny Morrison, who brings over 7 years of experience working with Amazon sellers and brands before joining Velocity Sellers in 2020. Accompanying her is Cutter Streby, the head of marketing manager, renowned for expertise in social media campaigns and advertising strategies. If you’re aiming to kickstart your venture on Amazon, this discussion serves as a valuable guide through the entire process, emphasizing the importance of a comprehensive Pre-Launch Marketing Strategy.

Pre-Launch Marketing Strategy: Early Planning & Growing Your Brand

Pre-Launch Marketing Strategy involves more than just launching sponsored ads on Amazon, as highlighted by marketing analyst Stephany Morrison. While many may focus solely on initial success through such advertisements, experts stress the significance of a holistic approach to brand establishment. This includes:

  • Working on the visual appearance of the brand on social media
  • Trying to involve it in a different platform apart from Amazon

Taking into consideration that the market is full of Chinese sellers too, the new startup brand development through social media will be very beneficial, even if there will be strong competition. But, now, you will ask, how to grow the brand, and which way is better? 

The actual way of creating the brand 

The marketing manager, Cutter Streby, separates two terms: Growing a brand and starting a brand. Regarding starting, it is essential to consider the visual cohesion, such as the accessibility of your product, in case of transferring it to another social media, would be apparent to the customer. This does not meant write thousands of pages about one item, but it simply means presenting the basic information. 

Regarding growing off the channel, the marketing manager emphasizes several things. One of them is a narrative approach, which means you have to be able to tell a story in a short period, keeping the audience engaged in the content. To grow your brand off-Amazon, the professional brings three terms: hook, retain, and reward. In essence, it does not matter what you are selling, but it does matter to find the targeted customers for that product. For example, the Toddler Tower will be more interesting for mothers. 

But in this case, the Amazon case can be really helpful since you can see similar products and understand how yours is going to be different and solve the question that others do not. With all these details, it is also very important to have a concept design, and a good avatar, indeed, can be a key in social media. Hence, if you are new in this sphere and are about to start, be sure to invest in your brand properly. Then, try to engage your business off-Amazon, and success might happen with even organic ranking on Amazon. This can happen in various ways, and one of them is email building. That is, in simple words, letting people know about the product launch from different social media. This is what exactly the marketing analyst of “Velocity Sellers” did at the time. 

Pre-Launch Marketing Strategy: Building Up Your Social Proof

From the beginning, crafting an effective Pre-Launch Marketing Strategy to boost SEO and visibility in the market seems quite challenging. However, according to the marketing manager, the reviews for your website can have a huge impact since they will make your website more trustworthy. You can achieve this by giving people some testimonials so that they will have an idea of a product and can express their opinion. This will also give you a chance to build user-generated traffic for your business. Stephany Morrison also suggested collecting these reviews not just from Amazon but also, for example, from the Shopify website and using different websites as well.

But how do you get positive reviews? The marketing analyst reveals the secret, which is giving a gift with your product. Let’s imagine that there are 100 units of your product, and you also include a very small gift, explaining why they received it, telling them a bit more about your company, and congratulating them for being their client. Receiving a letter from the owner can have a huge impact on your brand.

Establishing your customer base

Building your customer base is important, and here comes social media, which is a powerful tool. Based on her experience, the marketing analyst mentioned that using social media to upgrade sales is a very good technique since people in this way have chances to get some discounts before going to the Amazon website. However, follow-up is also essential, as Cutter Streby thinks, because nowadays, communication with the client and doing it as a human being is very impersonal and is something people need. Thus, after sending the gift, you can send another promotion, remind them about you, and tell them about your brand. Both specialists agreed that showing your passion for your products and putting effort into them will be rewarded sooner or later. 

Brand Referral Bonus, Buy with Prime, & other Amazon Programs

Before delving into strategies for Amazon’s customer retargeting, let’s unpack the significance of Amazon’s Brand Referral Bonus. This initiative allows you to earn a bonus by leveraging non-Amazon advertising to guide customers to products within the Amazon store as part of your Pre-Launch Marketing Strategy. These bonuses accumulate as credits, offsetting referral fees for future sales when Amazon Attribution tags are integrated into your ads. In essence, the company offers a 10% discount if you drive traffic post-sales. For example, if a product costs $150, $15 is collected, and with monthly sales of, say, 10 products, you could receive $150.

This benefit extends beyond mere savings. As Stephayny Morrison underscores, it bolsters Amazon’s Best Sellers rank, consequently reducing the reliance on advertisements by amplifying organic traffic. The marketing analyst also praises the Buy with Prime feature for its trust-building prowess. This feature enables consumers to purchase with the Prime guarantee, significantly boosting conversion rates. Based on extensive studies by the Amazon Prime team, brands that embrace this feature witness an average conversion increase of 25%. This could translate into substantial gains for businesses.

Amazon’s Partnership with Meta

In the landscape of surprising collaborations between major corporations, the Pre-Launch Marketing Strategy in 2024 proves that such alliances are not only real but thriving. The Marketing Manager perceives this as an opportunity to drive traffic, facilitating seamless transitions from the Meta platform to Amazon. For instance, purchases made on the Instagram shop can seamlessly translate into activity on Amazon. This integration not only benefits businesses but also enhances data collection capabilities, leveraging insights from both companies. Unlike in the past, where some information remained elusive, this partnership promises a paradigm shift. One notable challenge, however, is that product selection for Meta postings will be controlled by Amazon rather than individuals. Nevertheless, both specialists eagerly anticipate the outcome of this collaboration and its impact on the market.

Concluding Insights and Advice for Your Pre-Launch Marketing Strategy

Discussing strategies to build your business from scratch can seem like an endless journey. Here are key insights from this article. Stephany Morrison emphasizes the importance of incorporating Google ads into Amazon listings using the brand referral bonus attribution link. For SEO, the marketing manager advises leveraging techniques like Google Trends and SEMrush, stressing the importance of understanding your product, target audience, and the problems you aim to solve.

Ultimately, as highlighted by the marketing analyst, trust remains paramount. This can be established through the aforementioned strategies and by providing comprehensive product information. Even for established companies, organizing a press release to inform people about your brand can foster trust. Additionally, focusing on driving traffic is crucial, with another strategy shared to boost sales.

Consider this scenario: a person purchases a cat collar. It would be strategic to identify the user and suggest a complementary product like a cat bowl, recognizing the potential need for related items. This cross-selling approach can effectively redirect interest from one product to another. Armed with this insight, you can navigate your business journey with intelligence and a strategic Pre-Launch Marketing Strategy in mind.

Explore another captivating article delving into the world of shipping with Amazon Logistics! Uncover the intricate details of this shipping empire and its influence on your online shopping journey. Click here to discover more: Amazon Logistics.

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Peter Sims

Sales Executive & Brand Evangelist

Pete has been on Amazon for 3 years now and is very happy to found a home at Velocity Sellers. In his free time Pete is an avid hiker, runner, and bowler. He also enjoys reading any book he can get his hands on and making some tea to go along with it.

Arlind Hoxha

Creative Manager

As the Creative Manager at Velocity Sellers, Arlind leads with expertise honed over many years in creative agencies. He brings a wealth of experience guiding designers and excelling in ecommerce-focused endeavors. Beyond his professional prowess, Arlind is an avid gamer, seamlessly blending creativity and strategic thinking.

Florence Palahang

Administrative Manager

Holding a BS in Accountancy from Davao City and boasting seven years of experience as a Virtual Assistant, Florence has established herself as a valuable asset. With a background spanning 95 clients worldwide, she has found her niche at Velocity Sellers, focusing on Amazon marketplaces. Beyond work, Florence enjoys reading, crochet, and baking. Her collection of plants adds vibrancy to her mornings, and witnessing her family enjoy the outcomes of her efforts brings contentment to her universe.

Kiley Forche

Treasurer

An MBA graduate specializing in Finance, boasting 11+ years of expertise. Joined Velocity Seller in 2018, contributing to our growth. Outside work, treasures family time, exploring new destinations, and passionately supports Buckeye Football

Miljan Milev

Sr. Project Manager

Seasoned project manager adept in data and e-commerce projects, collaborating globally. Outside work, finds joy in traveling, cherishing moments with family and friends.

Camilla Messmer

Sr. Project Manager

University of Arkansas grad in Supply Chain Management, excelling in eCommerce project management. Enjoys baking, travel, and writing, adding a touch of creativity to every endeavor.

Zach Taylor

Director of Logistics

Zach, a graduate with a Sociology and Environmental Science degree from the University of Montana, has consistently found himself drawn to running businesses and improving business systems, logistics, and operations throughout his professional journey. In his free time, he enjoys cycling, running, and spending quality moments in the mountains with his family.

Chris Prall

Director of Advertising

A former chef turned Geomatics graduate. While studying, he delved into managing PPC campaigns for Amazon agencies and e-commerce clients, uncovering a passion for data-driven strategies. A maestro in crafting successful PPC campaigns, he’s fueled by driving client growth, from startups to 8-figure brands. Beyond work, Chris savors cooking, vinyl collecting, camping, and embracing the great outdoors

Steffanie Morrison

Director of Sales, Sr Marketplace Analyst

Steffanie brings a rich e-commerce background since 2013, selling products and advising brands. An analytical mind with degrees from Northern Illinois University and the University of Hartford, she resides in New Hampshire, relishing family moments, travel, and outdoor adventures like hiking and skiing with her husband and kids.

Eric Peterson

Director of Brand Onboarding

Master’s in marketing, film degree from Minnesota State University-Moorhead. At Velocity Sellers, he crafts brand value, excels in client service, and loves problem-solving. An advocate for animal welfare, he enjoys cooking, classic movies, and time with his dogs.

James Dee

Director of Brand Management

Over 20 years in e-commerce mastery, specializing in Amazon. Proven brand builder and business owner. Outside the office, a proud parent to five, including a Division 1 soccer player. Enjoys family time, the outdoors, and all things soccer.

Lisa Zajdel

Executive Director

Results-Driven Executive Director. With two decades of expertise in merchandising and retail, including a successful tenure as Kohl’s Private Label Buyer & E-commerce Manager, Lisa brings over 14 years of invaluable experience on Amazon. Her dedication to delivering results is unparalleled, ensuring a strategic, seasoned approach to optimizing your business for success.

Andrew Warner

CFO

Andrew Warner, Velocity Sellers’ CFO, occupies a central role in our financial triumph. His sharp fiscal oversight guarantees our operational efficiency, ultimately empowering our team to deliver unparalleled services to a global clientele, consistently setting high standards in the industry.

Jake Schwarzbaum​

CEO

As the Co-Founder and CEO of Velocity Sellers, Jake Schwarzbaum co-launched the company while supporting his father, Nathan, during leukemia treatments. His dedication to helping brands succeed on Amazon, without relying on automated systems, drives Velocity Sellers’ commitment to excellence.

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