Advertising Strategies for Beating Brands With Deep Pockets - Laura Meyer - Amazon Legends - Episode #266

In this Episode we're joined by Laura Meyer, the founder and CEO of Envision Horizons, an Amazon Solutions company. With insights from her time at Amazon Media Group and a track record of working with over 200 brands, Laura reveals expert strategies for sellers to outshine industry giants through effective advertising. From niche targeting to harnessing Amazon's advertising tools, she provides actionable advice for boosting brand visibility and sales. Laura's entrepreneurial journey and recognition on Forbes' Next 1,000 entrepreneurs list in 2021 add to her credibility. Tune in to discover invaluable insights and stay ahead in the competitive Amazon marketplace.

Takeaways: 

•  Storytelling: Develop a compelling brand story that highlights your uniqueness and connects emotionally with customers. A powerful brand narrative can differentiate your products from larger competitors and foster customer loyalty. 
• Community Building: Create and engage with a community around your brand. Building a loyal fan base that supports and advocates for your products can help amplify your brand's message and counter the influence of larger competitors. 
• Leverage Keywords: Identify relevant long-tail keywords that may be overlooked by larger competitors. Targeting these keywords can help you capture a niche audience that is specifically interested in your product.
•  Customer Reviews: Encourage satisfied customers to leave positive reviews for your products. Authentic and positive reviews can contribute to your product's credibility and visibility. 
• Amazon Advertising: Utilize Amazon Advertising tools such as Sponsored Products, Sponsored Brands, and Sponsored Display ads to target specific keywords, categories, and audiences. Allocate your budget strategically. 
• Competitive Pricing: While you may not have the budget for extensive discounts, offer competitive prices for the value you provide. Emphasize the unique benefits of your products that set them apart from competitors. 
• Differentiation: Highlight what makes your brand and products unique. Whether it's your brand's story, the quality of materials, or exceptional customer service, emphasize these differentiators in your marketing efforts.   

Quote of the Show:

Building brand off of Amazon is just as important as building a brand on Amazon. Identify one channel outlet to lean into, whether it's TikTok, Instagram, affiliate marketing, or PR. Getting placement in listicles or articles can drive sales, boost BSR, and enhance your organic ranking.

Links :

https://www.envisionhorizons.com/
https://www.linkedin.com/in/lauracatherinemeyer/

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