We get a number of questions about marketing for Merch by Amazon listings. In the early days of Amazon Merch, it was much more feasible to create some great designs in small yet popular enough niches, and just wait for traffic. That still works to a degree, though with a huge increase in the number of sellers, it’s harder and harder to get your designs found. Even if you have better designs, if nobody sees them, you won’t get any sales. A better option is to drive traffic directly to your listings. One option, which we’ve discussed a bit in the past, is content marketing for Merch by Amazon.
If you’re unfamiliar with content marketing, well-known marketer Neil Patel explains the concept very well in a very comprehensive post on the content marketing (well worth a read). He explains content marketing:
It means that content marketing is a long-term strategy that focuses on building a strong relationship with your target audience by giving them high-quality content that is very relevant to them on a consistent basis.
Eventually, when customers make a purchase decision, their loyalty already lies with you. They will purchase your product and prefer it over competitors’ options.
In contrast to one-off advertising, content marketing shows that you actually care about your customers.
Today, more than ever before, people want to feel like you care about them. The world is louder and noisier than ever before, and attention is our most valuable resource.
The concept is fairly simple, as the article Road Map to Success: Content Marketing Strategy Essentials at the Content Marketing Institute a post on the strategy behind content marketing:
Anyone who has learned about the fundamentals of content marketing knows the concept isn’t all that complicated – consistently provide something of relevant value to your target audience in the hope it will ultimately return the favor in kind.
Serving the needs of your audience with valuable, high-quality content in this way is an admirable goal for any company. But of course, all your efforts will amount to little if your hopes go unfulfilled – if your content doesn’t trigger the audience behaviors that help your company reach its business goals. And that, my friends, is where the complications start to set in.
That post goes on to give a helpful brief overview of a strategy, which could easily be adapted for content marketing for Merch by Amazon:
Your strategy should define your key business and customer needs, as well as how your content efforts address them. Though no two strategies are exactly alike, they all should detail a few essential components:
Your purpose and goals – why your content exists, what you want your audience to do once they’ve consumed your content, and the value you expect their actions to provide for your business
Your audience personas and buyer’s journey – defining characteristics of the one audience that will benefit most from your content, their current user state, and an estimate of how their needs and goals may evolve
Your differentiated editorial mission
– your company’s unique perspectives and approach to creating content and how that distinguishes your content from your competitors
To increase your sales, it may be worth looking into using content marketing for Merch by Amazon. If you have an existing audience, simply create custom t-shirt designs that appeal to your audience. And if you don’t have an audience yet, it’s time to get started. Pick a topic that you love and find people that share the same passion. See what they are doing and create content that is valuable to them.