About this Episode:
Joseph is joined by our special guest Luke Tierney, Head of ECO D2C and Entrepreneur and Expert in remote marketing.
In this episode, Joseph and Luke discuss how Amazon should be used as a second site to sell a brand’s products, while also having their own website to also sell their products, as using only one avenue to sell their products is a liability.
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Joseph gives an explanation behind what Wise Content is, as well as giving a short background on the Amazon company, and its growth since its inception. He introduces his guest Luke Tierney, head of ECO D2C and entrepreneur and expert in remote marketing. Luke Tierney explains the meaning behind the name ECO D2C, and how he first interacted with Amazon, which inspired him to create ECO D2C. Joseph and Luke discuss how Luke decided to work with Amazon, that ECO D2C wants to be most effective for their clients, and Amazon has brought the best results by far to help these small brands grow larger. Luke retells his first Amazon marketing campaign, and the changes in the marketing landscape as digital marketing has become more prominent in recent years.
Joseph and Luke discuss what lies in the future for Amazon after the Covid-19 pandemic subsides. Luke explains how Amazon is a version of Yelp for brands, and products of that brand, and that Amazon is currently the number one website for product research in America, both online and offline in brick and mortar establishments. Luke explains how brands of all sizes, Amazon will be beneficial to them within their budget. Joseph and Luke discuss how Amazon should be used as a second site to sell a brand’s products, while also having their own website to also sell their products, as using only one avenue to sell their products is a liability. The two discuss Amazon’s affiliate program, and what kind of business can benefit from participating in the affiliate program. Luke explains several ways that a brand can benefit from using Amazon, and the importance of controlling and managing your brand, specifically in managing reseller issues.
Luke describes the unique opportunities that people can use to benefit from by using Amazon to sell their products. Amazon has different data points that are not found elsewhere, including searching through search engine optimization (SEO) how competitors are using keyword search, what keywords are users searching for by mass, as well as what keywords are getting purchases for competitors. Joseph brings up the example of searching for a bladeless desk fan, and how certain products that would fit his need for a fan, as listed farther down than other products because it was listed for the use of a coffee table rather than a desk. Luke explains how to effectively market that product would be to optimize and tweak the listing for both desk and coffee table. Joseph and Luke discuss what is the best way to optimize a product through SEO to be successful on Amazon.
Joseph and Luke discuss which aspects of a product page on Amazon are the most important for SEO, specifically the title of the product and the images of the product. Luke also describes a plus content on Amazon, which is where a brand proves they have a trademark to Amazon, which opens up several avenues and other aspects that other sellers, such as resellers do not have access to. Luke explains how to not completely refresh products on Amazon, because it triggers a reindexing process by Amazon, which could put your product back to zero on ranking for certain keywords. While it is wise to revisit certain aspects of a product on Amazon, unless there are certain data justifying it, or there is a complete refresh of a brand, it is not wise to completely refresh a product. Joseph and Luke discuss Luke’s brand, and how clients can reach him.