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What is Amazon Enhanced Brand Content

Amazon lunched Enhanced brand content self-service to all 3rd party private sellers to boost the conversation rate by adding rich content, including images and formatted text, to product descriptions.  Enhance brand content (A+) catalogue will help seller’s customers and address their most common questions in order to drive more rapid and informed purchase decisions.

Who will be eligible for Enhanced brand content?

Amazon Enhanced Brand Content is available for any third-party seller ( 3P) sellers with their own branded products  registered in Amazon’s Brand Registry. If you are not yet registered for Amazon’s Brand registry, it’s time to register here follow the link: https://sellercentral.amazon.in/brand/catalog-brand-application/create

Enhanced Brand Content is free for now, but Amazon may charge for the feature later.

 

Enhanced Brand Content(A+) Benefits :

High conversation rate:  Sellers using A+ catalogue have seen 5-10% increase in conversation rate.

SEO:

While Search Optimization is likely the last thing on Amazon’s mind, it is something that you can get out of Enhanced Brand Content. EBC allows you to create modules with pictures and value points, which you can use to include your keywords, which will then come up in search.

Brand Story:

You are proving your brand’s unique story can help build your brand’s visibility and customer trust. Most seller using this opportunity to add to your brand’s unique value proposition and drive repeat purchases.

Stand different from your competitors:

Adding extra content/design and images definitely stand your brand  uniquely and better than your competitors.

How to use Enhanced brand content

These best practices will help you optimize for success.

  • Highlight your product unique value points. Online sellers purchased based on emotion rather than practical concerns, so it’s better to highlighting the benefits versus the features.

 

  • Read and analyses the competitors reviews and find out what your prospect buyers cares about and then highlight those points through Enhanced brand content. You can also check customer returns to find similar data as well..

 

  • Use text on image media to highlight product features and benefits to improve conversion

 

  • Most users prefer short content, so aim for a small amount of high quality content that allows users to quickly learn everything they need to know.

 

  • Optimize for mobile. Amazon.com receives over 8 million mobile visitors every day.
    Try you’re A+ catalogue for your best selling or highest ranking products first. If your product is more likely to make a return, it’s a better investment.

 

 

What to Avoid while creating Amazon Enhanced Content

Amazon offers an in-depth list of what to avoid under the Enhanced Brand Content Help section and you should reference that before submitting your EBC page to avoid rejection.

 

  • Referencing your company as a seller or distributor or provide company contact information
  • Using opinions or claims (I.E. Cheapest, Best, etc.)
  • Including copyrights, trademarks, or registered symbols including logos, branded content, etc.
  • Using third party quotes including references, reviews, and quotes
    Mentioning shipping information
  • Including low quality images or images that don’t reflect the product (Brand Story images are not required to include the product)
  • Adding duplicate images
  • Website links
  • Excessive use of bolding or capitalization

You must also hold to the category requirements for your product, maintain a high-quality standard of spelling and grammar, and treat your Enhanced Brand Content Detail Page with the same care you would any other product page.

If you have a private label product, then you should be taking advantage of it. With benefits including branding, enhanced content for better engagement, and photos in the product description, it’s well worth the time to integrate into your products.

 

Example EBC

 

Agency Support to create Enhanced brand content:

 

 

5 Simple & Less Expensive Ways to Get Sales in Festive Season

Increasing online sales is the primary goal of all businesses, large and small. Whether you run a retail shop or sell on an e-commerce giant like Amazon or Flipkart, increasing sales through online channels is a little more tricky than you actually think.

Fortunately, there are numbers of ways you can make more sales online, many of them can be implemented right away. Here are 5 actionable techniques you can use to increase online sales performance.

sales in festive season

Image SCR:yourstory

Increase sales using Facebook

The festive season is the peak time to reach new customers, increase conversion rates, and boost sales. Advertising on Facebook is almost always a good idea, but you always need to have a strategy and attainable goals behind your campaigns – and at this time of the year, it should be less about awareness, and more about conversions.

  • Facebook Page – Be sure to include clear and visible calls to action and a button to get people to your site as easily as possible. Invest in graphics that are fun, unique, and seasonal.
  • Carousel ads – Carousel ads are a highly effective way to feature a variety of products, events, or services that can be linked directly back to your site with call to action buttons
  • Seasonal campaigns – A theme based campaign can be a great way to encourage your audience to share your festival discounts. For example, giveaways, coupons, flash sales are all great to engaging your audience and encouraging them to share your promotions with their friends.

Increase sale using Google

The number of searches in google increase in the festive time, why not make all those searches you prospect customers using Google Adwords.

What can Google do for you?

  • Measurable – With Google AdWords, every single aspect of your marketing campaign is measurable, right down to the number of clicks, number of impressions, click through rate (CTR), number of conversions, conversion rate, cost per click (CPC), cost per acquisition (CPA), etc. It’s very easy to measure your return on investment (ROI).
  • Cost Effective – You only pay when someone clicks on your ad (i.e. you pay per click) and you determine exactly how much you want to spend.
  • Maximum Relevance – When you run a Google Adwords campaign, the clicks you received will be mostly related to your keywords
  • Location Targeting- Google AdWords allows you to target specific geographic locations.
  • Language Targeting- AdWords has over 40 language options for campaign targeting.
  • Time Targeting- AdWords allows advertisers to select specific hours during the day for optimal targeting.

Email marketing

While it may sound like email is the last thing anyone will consider checking during the festive season, the fact is that email marketing is still one of top marketing tactics. Considering that 25% of all email sent during the year goes out during the festive season, it’s time to start planning your email marketing campaign.

  • Exclusive, Subscribers – Only Discounts- Why not reward your loyal Customer with an exclusive offer? Whether that means offering them a discount on online products, providing free shipping, or creating another lucrative promotion, your Customer will appreciate the kindness you’ve extended.
  • Festive wishes- Without your customers, your brand would not exist. This holiday season, show your appreciation with a “Happy Festive season!” email sent to clients, subscribers, and other connections. Going the extra mile proves that you care about your network and wish them the best during the holiday season.Add a layer of personalization further proves your commitment to the happiness of your customers and connections.
  • Shopping Reminders- Are you hosting a festive sale? Make sure you remind your customers and subscribers! Otherwise, how will they know to shop? Shopping reminder emails don’t need to be overwhelming or frequent. A simple reminder to take advantage of a great online or in-store shopping discount can go a long way!

Text Message Campaign

SMS marketing is one of the best for hosting festive sales . The possibility of your email going uncheck is high but with the good open rate of SMS, there are greater chances of increasing conversion. Some technique for text message.

  • Weekly text message – A simple weekly “text tip” keeps you in front of your prospects while providing value and paving the way for other types of text messaging.
  • Send out flash texts about Discounts – Flash sales announced only via text message are a great way to make your customers feel special and build excitement around your text message marketing.
  • Festive- Without your customers, your brand would not exist. This holiday season; show your appreciation with a “Happy Festive season!” SMS sent to clients, subscribers, and other connections. Going the extra mile proves that you care about your network and wish them the best during the holiday season. Add a layer of personalization further proves your commitment to the happiness of your customers and connections.

Selling on Amazon –

Try out the Amazon sponsored add services, Keyword Optimization, optimized bids, create targeted campaigns, boost sales to increase the visibility of your products and ultimately increase your sales.

  • Promotion – A promotion offers an incentive for a customer to make a buying decision sooner rather than later, or to choose one product or seller over another.

Types of promotion are – Money Off (Purchase Discount),Buy One Get One (Free Product),External Benefit. Customer reaches a minimum threshold, either by spending a dollar amount you’ve specified, or by buying a certain quantity of a product or products.

  • Sponsored ads – With more than 350 million products on Amazon. it becomes more and more difficult for sellers to get their products in front of the customer. Thus, Amazon’s “Sponsored Products” ads are becoming extremely popular among sellers as they offer minimum cost to advertised their product. BM Consulting helps Amazon sellers avoid some common mistakes and get the most out of Amazon Sponsored Products.
  • Amazon FBA – Amazon has created one of the most advanced fulfillment networks in the world, and your business can benefit from our expertise. With Fulfillment by Amazon (FBA), you store your products in Amazon’s fulfillment centers, and Amazon pick, pack, ship, and provide customer service for these products. Best of all, FBA can help you scale your business and reach more customers.
  • Lighting deal – Lightning Deals can be found throughout Amazon.com, and are available on the Today’s Deals page or Prime Day page. Lightning Deals are available, one per customer, until either the promotion period for the deal expires or all the available inventory is claimed.Since Lightning Deals are time-sensitive, it’s important to complete your order as soon as possible. You can sign up to watch a Lightning Deal up to 24 hours before it begins.
  • A+ catalogue – A+ Content is a detailed product descriptions, rich images, charts and narrative copy to help customers make informed buying decisions.This premium content from manufacturers is meant to drive more conversions on a detail page. According to Amazon, A+ Content can increase sales on average 3 to 10% by educating the consumer about your product and brand.

Your Ad Is Not Eligible For Impressions : Amazon Sponsored ads

    The reasons behind the ineligibility of the ads

When it comes to business, no one will invest money in the dissolving industry. Whenever we bet on the race course, we must make sure that our horse is not limping. An equivalent algorithm is applied in amazon sponsored product ad campaigns. Advertising may be as simple as allocating budget to advertise the product, but what if your listed ads are ineligible to initiate any impression? It will be bizarre for the seller.

amazon-ads

The reasons behind the ineligibility of the ads are elaborated as follows:-

  1. Product is listed in buy box: The buy box for the product has been disabled recently or product is not in the buy box from the beginning.
  1. The product is out of stock- The product listed in the inventory is out of stock therefore the ads cannot display. While adding product to the campaigns make sure that the products are in stock.
  1. Ad information missing: The image of the product to be displayed is not present. Some product information required for the ad is missing. There is no inventory information for the product.
  1. Not allowed in sponsored product:-  The category of the product listed is not eligible for the sponsored product ad service.

We have herewith explained to you the reasons behind the ineligibility of the ads for impressions. You may visit http://www.bmconsulting.co for further insights on how to get rid of it.

(Compiled by Nikhil Patil)

SMARTPHONE – THE LATEST PURCHASING AIDE

How smartphones have gradually taken over the shopping journey at large

shopping

Considering the connectivity in today’s era, activity is at its boost all around the clock. And the same goes with marketing and purchasing. Research, inquiry, overviewing and shopping, in general, is never at rest. Individuals are trafficking the internet via smartphones throughout the day for product/service research. Ranging from day-to-day light materials to bulky procurements, every purchase is completed or complemented using the smartphone. An involuntary action of tapping the fingers on the smartphone screen occurs at almost every micro second today in relation to purchase.

smartphone usages 2016 India

Google data mentions that 93% of the population uses a mobile device to research before purchasing. Since this is a significant fraction, it clearly follows that a noteworthy portion of the total purchase made in any brand is credited to smartphone users. Considering the Indian diaspora, about 87% of the Indian community uses smartphone to research before purchasing and 73% of the total smartphone users actually make purchases after this research. India being one of the countries having a large internet user wavelength perceptively reflects the high usage of smartphones in routine consumer activity.

Purchase research is done over a wide range of information. Price information is one of the most sought after data for different brands in online research. Quality of product/service follows this. It is but natural that every individual would like to make a purchase that is affordable and yet has a high quality. Reviews, recommendations and brand names come within this umbrella. Such searches are made during casual talks with friends, serious business gatherings, long term acquisition decisions or even at the shop door step. At all these vicinities, smartphones are the most user friendly, fast and reliable gadgets that can be exploited by any person.

information searched by users

Now moving ahead of research and inquiry, it is noted that consumer decision is highly affected by the smartphone even after physically being in a product outlet. A high percentage of shoppers reflectively turn to their smartphones in order to make a decision of buying.  And online information is pointedly influential in the purchase up to the last minute. Carrying a smartphone to shopping is seen today as something almost important as carrying your wallet.

  shoppers using smartphone

Marketing today does not rest, as consumers are in the ‘on-mode’ 24/7. Smartphones widen the purchase perspective by availing all brands, all information, all possible choices for all possible products/services right on the palms of customers, just a finger tap away.

Banner Advertisements: Obvious and Short Messages

Tackling Banner Advertisements

 In order to boost your online sales, banner advertisements can become a work of art, but like every other form of marketing; you need to know how to create a perfect banner commercial. And for that, you need to first deal with the main issues related to banner advertisements.

Banner ads cartoon

The Problems

There are mainly two problems associated with banner advertisements which need to be tackled in an efficient manner.

  • The integral problem with them is that, it disrupts the viewer of the advertisement, of what they were initially doing on the internet which is usually either researching or engaging on social media or enjoying a video. Since you are creating a friction with your potential consumer, your focus should be on “inbound” marketing and avoiding any disruptive advertisement.
  • The other problem is that these commercials slow down your web surfing as well as your computer performance, which often leads to people installing ad blocking software.

Tips for a Successful Banner Advertisement

Like any other form of advertising, you need to be clear of what you what and how you want to represent in order to stand out of the crowd. This is the same with online banner commercials.

  • You will end up with a poor ad performance if you post your commercial on every website you find. You should take the time out to find out which websites your potential customers view and post your commercials accordingly. Thus, the first thing you should do is to create a list of ideal choices of websites and blogs where you can publish your banner ads and contact those websites directly. Maintaining a good relationship with the owners of these web operators will help you in the long run.
  • You should start out by testing your commercial. This means, posting the first banner ad to see where it sticks, what its shortfalls are and how you can improve your web presence in the next banner advertisement. This also helps you understand how important it is to be creative and innovative in web marketing and how you can catch your customer’s interest on the internet.
  • The next thing you need to know is where to post your ad on a website. Most internet surfers follow the “F” Shaped Pattern. They read from left to right, usually first scanning the top of the page, return to the left and can the middle. They finally return to the left column and scroll from there. According to this pattern, the best place for your banner is likely to be in the top left corner of the website. However, it also depends on the layout of the website.
  • When you post your banner, you should give some thought as to where you will send your banner ad traffic. Depending on what you are promoting in your advertisement you can send them to-
  1. Your Home Page.
  2. A Category Page.
  3. A Product Page.
  4. A Promotional Page.

Buying Banner Advertisements

There are two ways to buy banner advertisements. –

  •  One-Off Banner Ads In this you are directly reaching out to the web operator regarding your advertising campaign and pay the nominal rates they ask for. You should work on becoming a resident advertiser on these websites. This will help you in building a relationship with their regular visitors. Keep on changing your advertising theme and style and make those visitors notice you.
  • Ad Networks If you want to spread your brand, you can tie-up with an ad network. They are middlemen between you and the website your ads reside on. This will help you spread your brand on various web networks.

No matter what approach you choose, you need to be creative enough to leave a mark on your customers. Marketing is all about how you can increase your customer base, hence, start working on your next advertisement now.

Google Adwords Educational Institute Case Study : Search Engine Marketing Case Study

Client Overview

Client was established in 1998. It is counted as one of the first institutions in Pune that provides SAP related Education and Consulting services. With other similar achievements during its tenure in the industry, they has established itself as a leading brand in India in IT & Business Education and Consulting.

Client’s challenge

Beside 17 Years of industry experience, client was facing a huge drop in admissions for the last 6 months. The challenge was low internet penetration.

Approach

Our team started working on root causes analysis which can be summarised as follows:

  • SEO was not good and content was not up-to the mark.
  • Client in-house team where not professional investing on Google Adwords & Facebook marketing.

Considering the above cases, BM consulting took appropriate stances to overcome the client challenge. We provided the client with a comprehensive service including ongoing search strategy and implementation, user experience testing, landing page design and the provision of an Google adwords display network and search network.

 Results

  1. Monthly traffic grown from 1500 sessions to 7902 sessions.
  2. Conversion rate increased from 4.2% to 5.62%
  3. Bounce rate decreased  from 65% to 53.70%
  4. Monthly Leads (Contact form) increased from 325 to 490
  5. 40% reduces in month Advertising budget 
  6. 45% increase in leads compare to previous month

Traffic Sessions in last 6 months

Case StudyGoal completion over 3-4 months 

goal

Client speak
We are very happy with the results we have got ever since we tied up with you for our website management and SEO. Your team has been very helpful and we would like to continue our association with BM Consulting. Wish you good luck and we hope for more of such good results which will benefit our business further. – Chaitrali , Marketing Head

Strategies That Improve Your e-commerce Brand

When you are selling online it’s quite important to create a strong brand. Innovation does not come easy-Think analytical and strive to follow your vision to create a brand that is indispensable, a brand that will stand out among thousands of products and services; a brand that differentiates itself from your competitors.

Apply certain ingredients and attitudes; brand strengthening can be done through social media comments, customer reviews, videos and content syndication. Make your startup journey worthwhile, as entrepreneurs in e-commerce industry are driven to continuously create, innovate and sell. With the technological advancements more and more consumers are building trust in the online foray of business.

Img Source: onlineincometeacher.com

Img Source: onlineincometeacher(.)com

Follow Social media comments

Business today is online and social media platforms today are just no means for socializing alone. It is a mean to “Do Business”. Social media platforms are a great platform to connect with the customers, this platform allows you the opportunity to engage and discuss with customers, and Social media platform is best known to enchant businesses as it allows you to do free advertising of your business in the online foray. Be proactive and consistently post more than just one-line sentences about your products or services. Elaborate- Use social networking platforms to tell stories, ask questions, share latest updated news related to your products and initiate discussions about your products. Remember- When you get comments, good or bad, respond to them. Thank customers for positive comments and try to be determined to resolve the customer’s query for negative comments. Once you have taken this step to resolve issues concerning products or services, those customers will get converted into loyal customers and will be more than willing to always buy from you.

Customer reviews matter to create your brand identity

When a customer is unhappy, there is going to be a negative review concerning your product – if not at your website then somewhere else. A bad word spreads like fire and is spiced further on and on. One unhappy customer gives birth to thousand more. To avoid this downfall, it is advisable for you to actively ask for their reviews and feedback. Positive comments attract new customers; and negative comments distract customers. Asking your customers   to review your services or products will help you to actively work with the customers to change their opinion. This will allow you to rate self   and understand the necessary changes that can be implemented for your business to grow. However, do remember not to spam your customers’ email box with repeated requests. One email asking them to post what they thought of your product is a good idea. Moreover when you respond to reviews, you are moving a step forward to build a positive image for your brand.

Add Videos of your product demo

Videos are great source to engage potential customer as they have the ability to go viral, presenting your brand to millions of people. Apart from showcasing your products, you can use videos to tell your story, alter preferences, all of which are critical to turning potential customers into customers and occasional customers into loyal ones to engage people in your brand and draw them to your store. Online video has become a powerful marketing tool for businesses of all sizes and across industries. Make the most of the availability online and make your brand lively.

Syndicate your content

In simpler terms, content syndication means to make available the content – including text, video and audio – that’s created by you at other sites for use. This process allows your customers to get access the information about your products that you want them to have, instead of information shaped by the secondary company. Syndication is the most analytical way to offer precise and reliable information to your customers.

When planning to make your brand function on the ecommerce platform make sure that all the functionality mentioned above should be implemented and customized in your e-commerce website properly as a part of your branding and marketing.

With the growth in the online economy your e-commerce business as a whole will continue to grow leaps and bounds and is on the right tract to soar high. Offline commerce will soon serve two purposes – to buy stuff that’s needed with immediate effect or just for personal showroom experiences for fun. Shopping online is the latest trend today. Go for it!!

Adapt the right marketing Strategy on Social Media

Adapt the right marketing Strategy on Social Media

When we speak about social media, the biggest trend all over the globe is Facebook, and therefore, many companies use Facebook to market their products using the ad spaces provided by this media platform. However, while advertising, they fail to acquire lasting results because of the wrong strategy adopted by the companies.

Facebook is one of the best opportunities provided by the internet to assure an online success of your brand. Nevertheless, even the best content ever posted on Facebook will only yield low results, with simultaneously incurring high costs. So, the real question to be asked before planning an online marketing strategy is, “How much and Where should I spend?”

Spear Cartoon 3782

“Likes” matter the most

Currently, many people are focusing on getting more “likes” for their brand; therefore, they tend to spend money on “Page like Ads” to get more fans and “Post Engagement Ads” estimating that their sales will increase in future. However in reality, what you expect is not what you get.  This strategy only increases your cost without increasing your profit. You are able to target your audience, but are not able to create a long lasting effect on them.  You get a temporary and short term page post, and target audience base is restricted to the number of “likes” you get.

Facebook Users in India

Focus on building a brand identity

In order to increase the effectiveness of your online marketing through Facebook or any other social media platform, you should not only be able to reach your target audience but should be able to provide them with what they want. Basically, you not only want them to be aware of your product but make them feel a part of your brand. This helps them to remember your brand and also, increases mouth-to-mouth advertising. With the cost you are incurring, you want maximum returns, thus your ad budget and your marketing plan should be focused around a well-developed campaign that engages the audience into various fun activities. You need a reason for your potential customers to remember you, and there are many ways you can achieve this goal –

  • Your campaign should be focused not on getting more “likes” but ensure brand awareness and long term engagement
  • A great way to ensure a long term effect is to engage your audience in fun-filled contests, like photo contests, quizzes. Anything and everything that interests them.
  • You should be able to steer the traffic around your campaign and use that to increase your customer base. Use Facebook but do not restrict yourself to it.

Roll-out smart campaigns

A well-targeted and smart campaign will assure you with a strong customer base and brand recognition. You will have a good PR strategy and an audience who will always remember you. An online marketing activity like quizzes will help you getting your audience’s email addresses creating the perfect marketing list. Moreover, your page “likes” will keep on increasing and the risk of fake accounts can be eliminated. And the ultimate goal of increasing profits will just be a piece of cake.

Use Web Analytics Data to Trigger Right Audience

The purpose of writing this blog is to make sure you use Google analytics data to target right audience.

We are here to describe you how to use Google analytics to find your right target audience in just 2 simple steps.

Recent Google Analytics updates mentioned that you can see the users’ demographics (age, gender) and interests (affinity categories, other categories) details about your website visitors. The Google analytics data categorizes the audience report in two sections:

  • Demographics
    • Overview (overview of traffic by age and gender)
    • Age (traffic by age ranges)
    • Gender (traffic by gender) 

Demographics  Overview   Google Analytics

  • Interests
    • Overview (overview of traffic by affinity and other categories)
    • Affinity Categories (behavior by affinity categories)
    • In-Market Categories (behavior by in-market categories)
    • Other Categories (behavior by other interest categories)

Interests  Overview   Google Analytics

These wonderful reports let you see not only how many of your users visit over a date range, but also who those users are, and how their behavior varies by attribute (e.g., male vs. female), also you can visualize the goal completion from these audience.  We are attaching the screenshot of our Google analytics audience report with goal completion.

goal compeltion

This audience report is also available in custom reports (customization section – top menu link in analytics account), and you can use it as basis for segmentation, which lets you evaluate how your users’ behavior varies by demographics and interests; for example, do males interested in automobiles convert more frequently or read specific types of content more than females who are interested in athletic apparels.

Since these are the same demographics and interest categories that you use to target ads on the Google Display Network, you can build segments using these attributes, apply them to any of your analytics reports, and use that analysis to refine your campaign strategies.

Information for these new reports is derived from the DoubleClick third-party cookie. When that cookie is not associated with a user, analytics cannot conclude demographics and interest categories, and so these reports may represent only a subset of your users and not the overall composition of your site traffic.

To make data available in these reports, you need to:

  • Make a simple, one-line change to your tracking code (Get more information by submitting  the Free website analytics assessment)
  • Set the enabling options in Analytics

 You can simply fill the form and get free website analytics assessment.

Business Intelligence & Digital Marketing

Today Business Intelligence (BI) plays a salient role in the promotion of digital

Business Intelligence and digital marketing

 marketing. BI includes past, current and predictive market trends for future that boosts and directs business revenue.  To propel business forward, it provides a host of disciplines and functions comprising reporting, online analytical processing, analytics, data mining, process mining, complex event processing, business performance management,
benchmarking, text mining, and predictive and prescriptive analytics. These disciplines enable the digital marketing interface of an organization to create and initiate gripping and compelling customer experiences based on customers’ behavioural patterns. Continue reading