What's up, DTC pod? Today we've got Mina elias back on the show and we're going to be talking about Amazon today. We're really excited to have Mina back because last time we covered everything and what it takes to launch a successful brand on Amazon. So if you're just getting started, definitely encourage you to go back and check out that previous episode that we ran with Mina. We'll link it in the show notes. But for this one, the topic of the show is going to be all about how do you scale on Amazon? What does it take? What do you need to do as a brand? So, Mina, why don't you kick us off, give our listeners who maybe didn't tune into the last one, why don't you give us a little bit of background about yourself, what you've done in the Amazon space, and then we'll jump right into it and what it takes to scale a brand. So, yeah, why don't you kick us off?
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DTC POD
#317 - Unleash the Power of Amazon SEO: Outrank & Outsell the Competition with Mina Elias
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Blaine Bolus
Speaker
Mina Elias
00:00 Discussing strategies for scaling brands on Amazon. 05:38 Key factors impacting conversion rate: images, videos, title, reviews.
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“What does it take to scale on Amazon? What do you need to do as a brand?”
“You're overseeing the operations of not only a ton of ad spend, but you're seeing what's working across a whole bunch of different brands.”
“The biggest, biggest things that affect conversion rate, in my opinion, are price reviews and your creatives.”
“That doesn't fly on Amazon because Amazon is like a bodybuilding show. Like you need to come in and you have six poses, and in those six poses you have to show why you're better than everyone else. And it's the same thing. You have five images, and in those five images you have to say, okay, here's how we're better than everyone else. And the second one, you're like, here's how we have all the good stuff of everyone and none of the bad stuff of everyone and the image after here's how we have social proof. We're in Forbes, we're in shark tank, we're in Business Insider, we're in, you know, and it's just like every single image is like you saying, clearly communicating why your product is better than everyone else and why it solves the problem.”
“If you guys have ever run paid traffic, you know that it's like half of it is your creative or whatever, like getting the person to the landing page and then the other half is the landing page. So anything that you do to improve click through and conversion rate will affect your ad's performance.”
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Awesome. Yeah, this is basically like v two or part two of the last episode, so definitely watch the last one. If you're a D to C founder, I think we talked about how to assess if your product would work on Amazon or wouldn't work, what to look for, search volume, all that kind of stuff, and how to get it set up. My background, I was working corporate nine to five chemical engineer up until 2018. And then in 2018, I started a supplement company because of my passion for supplements. The plan wasn't to get it on Amazon initially, but it was very difficult for me to sell it in gyms and supplement stores. Being kind of like a solo founder, I didn't know how to do anything. I was just an engineer.
And so I decided to get it on Amazon, became obsessed with Amazon, made it work. Six months later, I was making like four k a month in profits, grew that brand, scaled it to seven figures by 2019, and then in 2020, hit Covid hit. So I started getting on podcasts like this, sharing my knowledge, and everyone started knowing who I was. I was approached by an aggregator to help them build their team up and train them on Amazon and advertising, things like that. I outperformed six other agencies that they had hired, sort of when I ran one of their brands and decided to start an agency. And so now I created my agency, Trivium in 2021. We run about 170 brands right now and 83 employees or so. And I'm just like all in on Amazon and just live and breathe Amazon pretty much.
So I'm here to share in this episode everything that I think you should know about how to scale your brand on Amazon. Yeah.
And I love that. And one of the reasons we love having these conversations, especially with you, is it's not just like you have one perspective from one brand. You're overseeing the operations of not only a ton of ad spend, but you're seeing what's working across a whole bunch of different brands. So without any further ado, let's get into it. So for brands who maybe have already gotten their storefront set up on Amazon and are starting to sell, why don't you just talk us through? How do you think about traffic? What do you need to know? What do we need to know to start growing our traffic and growing our sales in Amazon?
Yeah. So the way that Amazon works is like a funnel, essentially like anything else, right? Like if your Facebook ads, like the funnel is pretty simple, you're creating ads, you're getting impressions, you're getting clicks from those ads. They're going to a landing page, a certain percentage of those people are converting. That's your conversion rate. Amazon is very, very similar, except we don't have as much control on our ad creative. And on our landing page, all of our ad creative is the same. It's just our know the main image, the price and the reviews and all of our landing pages are the same. It's your product detail page.
So that's basically if you want to compare Facebook with Amazon for the D to C founders, I think that's a good analogy. So with the funnel being you're launching ads and when you launch ads, you're basically showing up your listing as sponsored. In all of those search results, the ads are all search based. Like keyword based. There's some product targeting based which we'll cover in a second. But the majority of them, like someone types in the keyword electrolyte powder, you see a bunch of results. The top four are sponsored. After that there's organic and a little bit more organic, and then there's a video and then there's some more sponsored and then organic and so on.
And so you, when you create campaigns, add campaigns on Amazon, you're showing up there and you're getting impressions. So that's the first step of the funnel is impressions. Now, a certain number of those impressions will turn into clicks and people coming into the listing. And that is dependent on your click through rate, which is dependent on the main factors that affect that are your main image, your price, your reviews, your star rating. If you're prime, like FBA versus FBM and if you have discounts or coupons, badges, et cetera. So there's only like a few factors, I think seven total factors that affect your click through rate. Having a better main image, more attractive main image. We'll cover all that stuff in a second.
So now that the people are in the listing, there's two things that you need to take into account. There's clicks and there's sessions. Clicks is someone that clicked on your ad sessions is a unique Amazon account that visited your listing. And so the reason that there's a difference between the two is because me, Mina, I'm a shopper. I can type in electrolyte powder, click on my product, electrolyte supplement, click on my product, electrolyte powder for men, click on my product. And that's three clicks and one session only. So it's important to understand the distinction. And then once the people are into the listing or in the product detail page, a certain percentage of them will convert.
And that's dependent on your conversion rate, which the factors that affect that are the rest of your images on the listing. The videos on the listing, the title, the bullet points, the reviews obviously in the star rating and the discounts and coupons. If you have a brand story, if you have premium a plus content, that is that nice landing page looking thing that's visually selling your product. If you have images in the reviews, if you have Amazon posts, if you have UGC videos, there's a certain number of things that you can change to affect your product detail page. The more that you take advantage of those things, obviously the better your conversion rate is going to be. And I think the biggest, biggest things that affect conversion rate, in my opinion, are price reviews and your creatives. If you focus on those three things, if you have creative that sells, the difference between D to C creative and Amazon creative is huge. D to c creative, you're just like, you're putting the side of the product, the back of the product, someone like taking a pill or someone holding a wallet.
That doesn't fly on Amazon because Amazon is like a bodybuilding show. Like you need to come in and you have six poses, and in those six poses you have to show why you're better than everyone else. And it's the same thing. You have five images, and in those five images you have to say, okay, here's how we're better than everyone else. And the second one, you're like, here's how we have all the good stuff of everyone and none of the bad stuff of everyone and the image after here's how we have social proof. We're in Forbes, we're in shark tank, we're in Business Insider, we're in, you know, and it's just like every single image is like you saying, clearly communicating why your product is better than everyone else and why it solves the problem. Like if I'm looking for a credit card holder, my problem is I need something to hold my cards. So how are you the best one? And how do you solve my problem the most? Well, I can carry the most cards.
I have RFID protection, whatever it may be, like all the things that people are looking for for a credit card that's sleek, it's stylish, lifetime warranty, et cetera. So that is essentially the funnel on Amazon. So I just want to take a second to explain that, because everything else is going to work off of that. The way that the funnel works is it's not actually one funnel, it's a thousand different funnels. Every keyword is a like the way that Amazon works is Amazon is a bunch of shelves, right? It's like a store with a bunch of shelves. But all of those shelves, don't think about them as aisles. Think about them as keywords. And so I'm going to whole foods, and aisle one is electrolyte powder.
Aisle two is electrolyte supplement. Aisle three is electrolyte powder for men. And then every single search result is unique. And you're going to get a certain number of impressions in those search results, certain number of click through rate in that search result, a certain number of conversion rate based on that search result. So it's all of those funnels combined that create the big funnel. So the game of Amazon is how do I show up in the most amount of places as possible, profitably? Because some places I'm going to launch an ad and I'm going to get a lot of clicks with no sales. In other places, I'm going to launch an ad, get like one click and one sale. So how do I show up in the most amount of places to get the maximum amount of impressions profitably? By looking at one keyword at a time and saying, okay, I'm profitable here, not profitable there.
How do I maximize my click through rate so that from those impressions, I'm getting the most number of people coming into the listing. And then how do I maximize my conversion rate so that the most number of people that are in my listing convert into a sale? And then there's obviously the extra nuances of getting people to become subscribers, increasing average order value by having frequently bought together or virtual bundles, things like this. These are all like small nuances, but the general kind of foundation of the business is traffic and conversions show up in the most amount of places, get the most number of impressions as profitably as possible, improve your click through rate, improve your conversion rate, and then make the most number of sales. So pause there for some questions.
Yeah, no, I love that. And instantly, what your description is really making me think of is there's a lot of overlap with how you think about Amazon and how you might think about SEO. Right at the end of the day, these are keywords and then you have different attributes that you can control on your product page and on your listing. So your listing is going to be kind of like what is going to show up in your Google search result, the meta description, all of that, and then the product like you're saying you need to have. That's like your landing page. And what's going to make people to convert? One question that I have is shopping on Amazon is inherently a different process than shopping on d to C. Because when you're in shopping on d to C, a lot of time you've got brand recognition, you've driven the traffic. It's your job to now convert someone who's on their page, but they're not comparing your brand necessarily with all these different brands.
Whereas in Amazon, like you said, you're intent based shopping a lot of the time. So now you're comparing one brand to a whole bunch of either other related brands or even almost like unbranded sort of products that are going after one specific thing. So my question is, let's talk about some of those levers that you described, right? Like the sponsored post. So that's like how do we get the listing as high up to the search result as possible? Let's talk about the image and let's talk about the ratings, the number of ratings and the stars and how do all of these factor into conversion? And how does a brand really optimize these to give themselves the best chance at conversion?
Yeah, so the first thing that I want to cover is I'm going to get into the ads. But before I get into the ads, sales based on ads, it's like a 50 50. If you guys have ever run paid traffic, you know that it's like half of it is your creative or whatever, like getting the person to the landing page and then the other half is the landing page. So anything that you do to improve click through and conversion rate will affect your ad's performance. So just putting that out there so that we all know, like, if you just launch on Amazon and you have ten reviews and all of your ad performance is bad, it's okay because it's your landing page, it doesn't have enough reviews, so it's not converting. And as you get more reviews, all of your ads are going to start performing better. So how do I look at ads? My goal, I know that let's say there's 1 million people total a month that are looking for electrolyte powders. And so my goal is to show up the 1 million people are using 1000 different keywords to find those electrolyte powders.
So my goal is to show up under all of those 1000 keywords. But we need to think about it more logistically. Like, okay, the goal is I want to show up under all of those keywords in front of all of those people, but financially it's not going to work. So what do I do? I first start by saying, okay, which keywords do I think? If you look at my YouTube, right, Mina lice. I have a lot of keyword research videos and stuff if you want to get like nitty gritty. But I'm like, okay, let's take the top ten keywords. These are the same keywords that all of my competitors are ranking very high for. Let's start there and let's run an auto campaign.
And so what I'm going to start doing is let's say I have $100 a day budget. My initial $100 a day, that's all test ad spend, right? It's all tested. Like, I don't know if it's going to work or not. And so I go after those ten keywords, two of those keywords. Let's say when I'm in the top position, I'm converting profitably. Great. So I keep those. Now I have $20 of profitable ad spend, $80 of not profitable ad spend.
So I have two options. With the $80, I can either try to lower my position in the ads. So when I launch the keyword, I'm like, okay, I'm going to spend a dollar. It's a bidding system. So at a dollar I'm maybe position ten, $2, I'm position one. So let's say I start at position one, $2, I'm not profitable, I'm spending $10 or let's say $50 in one sale. And I have a $20 product. So I'm going to start lowering the bids, let's say down to a dollar.
Now I'm position 15. And again, the bid changes are going to happen gradually, not like a big jump. This is going to be like from $2 to 195, 191, 85 and so on. And I'm going down the positions until I find a spot where I'm either converting profitably or I'm not getting any more clicks. And it's fine, we're not spending anymore. The reason that as you lower the bids, you start converting more profitably is there's more buyer intent. Like someone who types in electrolyte powder and sees you on page one, the top and clicks on you. Maybe they're just browsing someone who found you in the bottom of page one and decided to click on you.
They have more buyer intent. So that's kind of the first part is, okay, all of our budget is test. Now we have $20 that's working, 80 that's not working. Let's say we were able to get another $10 that's working after lowering the bids. So now we have $30 that's working, 70 not working. So at 70 that's not working. We scrap it and we start using it on another set of keywords. Right? And we keep doing it.
And again, the performance of those keywords is also dependent on conversion rate. So maybe this week it didn't work, but six months from now you have 1000 more reviews, it's going to work profitably. And so that's the system of when I'm running ads is how do I test all of the different keywords in a systematic way? Because if I had a million dollars that I could spend on ads in the first week, I would set every single keyword, maximum budget, maximum bid, blow the money, spend a million dollars in the first week, get all the data and make the decisions. And then obviously I'm going to keep having to make decisions again and again because as my conversion rate changes, my performance of the ad is going to change. So maybe I have now new keywords that I can start spending more money on. So that's kind of, in terms of paid track, that's the goal. The goal is to identify as many keywords as possible. Launch ads, show up on those keywords.
If it's working, keep spending, if it's not working, lower the bids, add them as negatives, launch more campaigns.
So real quick, Mina, just to kind of jump in there, how would you recommend a brand that's like looking to scale? How many keywords do you recommend they go after in the first place? Is it just based on budget or is there because managing a process, like if you have budget spending on 500 different keywords, that's a lot to manage from a process point of view. So how do you think about it when you're starting to look to scale? How do you determine how many keywords you're going after? And how do you determine, how do you run that process?
Yeah, it's 100% dependent on your budget. So inch your way up. Let's say you want to spend $100 a day more, launch five keywords. Let's say it's all dollar 50 bid. So have five keywords, dollar 50 bid, different match types. So five keywords, broad, five keywords, phrase, five keywords, exact, and you launch them in those different campaigns. And now how much are you ended up spending? Okay, I'm spending 25 more. Great, I have $75 more.
Let's do another five keywords. Another five keywords. Another five keywords until you get to that $100 mark. Amazon is very dynamic because it's human behavior. So it's like how much you spend depends on the number of people and who are shopping that day. So it's impossible to predict. But you can iterate fast enough. You can say, okay, I'm going to put ten keywords out there.
Did I spend 100 or did I not? I didn't. Okay, launch more. I did. Okay, let's cut down some of the keywords or lower the bids or maybe pause some of the keywords until I have a little bit more budget. That's the way that I would look at it. And over time, you start accumulating more and more and more keywords that are working profitably. And let's say after a month or so, you have $100 that's profitable. And the $100 is generating $600 in sales.
So then you launch another $100 worth of keywords. That $100 is not profitable, but you keep churning it. And then maybe another month later, now you have $200 generating you one $200 in sales and so on. And that's essentially the journey of running ads I can jump into. Now the other factors. So that's the ad section side of it. Sales come in two ways on Amazon, or traffic comes in two ways, paid, which we covered. And then organic.
Organic essentially depends on. Amazon sees the journey of shoppers from that keyword for your product. How is it going? So people who search electrolyte powder, they see your product. Are they clicking on it, yes or no? And once they do click on it, are they converting yes or no? And the people that get the most clicks and conversions, the best conversion rate basically on that keyword, start getting ranked higher because Amazon's saying, okay, and we know this because we used to do something called search, find, buy, which is manipulating the ranking where we'd make people, we'd force people to search a keyword, find our product, click on it and buy it. And then Amazon would say, oh, wow, this product is converting really well for that keyword. Show it up higher so it can get more people. So if Amazon sees that someone who types in the keyword electrolyte powder, finds your product, clicks on it and then converts, it's going to rank you better. So obviously, as your click through rate and your conversion rate improves for a certain keyword, you start getting ranked higher.
That's how organic ranking works. And organic ranking is amazing because that's where you finally start taking advantage of the Amazon algorithm. It's bringing those hundreds of thousands, millions of people a month typing keywords and searching for keywords. And if you don't have to pay for it and you're ranked organically, that's amazing. You're making a shitload of money. And then the other thing that we've started noticing is improving organic ranking and has nothing to do with any of that stuff is how much external traffic your product is bringing into Amazon. So we've noticed with a few brands that we've worked with, one of them being celebrity, a few of them being heavy TikTok influencer based, and some of them actually also mentioned on Joe Rogan, like stuff like, like a lot of external stuff like that drives to Amazon. We've noticed that people will come in, they'll search for their brand name and they'll find the product and they'll buy it.
And Amazon decides to increase the organic rank across the board. So for completely non branded keywords that have nothing to do with the brand, like electrolyte powder, like, let's say a lot of people were typing MMA nutrition. Like all of a sudden I was mentioned on, you know, so many people are typing in MMA nutrition. Amazon increases the organic rank for all of the keywords, electrolyte powder, electrolyte supplement. And my theory is that it looks as like to reward people that are bringing outside people into the platform because.
If so, you're basically saying that one of the things that you want to be doing as a brand is you want a high level of branded search as well. Because when you can bring branded search into, you know, new customer comes into Amazon, empty search box types in your name of your brand. Exactly. And lands on your page and converts, they're going to see that as a great signal to start improving your keyword rankings across the board for all those other subspecific keywords that you're ranking for.
Is that right? Exactly, yeah. Because it sees you as a good brand. It sees you as a good brand that is driving branded search. You're basically bringing people to their platform and they want to reward you for that. But obviously that doesn't mean that you can just have great Facebook ads and TikTok ads and not do any of the Amazon stuff. You have to be good on both sides. But it's just saying like if you're doing well on the Amazon side and you also drive a lot of branded traffic, it will be synergistic, you'll get a lot more sales, especially like more free sales. Yeah.
And I think that's a great thing for d to C brands because one of the things that d to C is so good at is building brand and brand notoriety, whereas there's a lot of brands that will just pop up on Amazon to play the Amazon game without being worried about branded. So if you do have a branded entity and you are building a brand on your direct channels and your omnichannel things, you want to parlay that back into your Amazon strategy for sure.
Right? 100%. That's exactly it. The second one is click through rate. Right. How do we maximize click through rate? And here's the cool thing. We notice that as your click through rate improves, your cost per click goes down. So not only are you getting more people into the listing based on the same number of impressions that you're getting, but also it's costing you less on the ad side. And obviously if you have better click through rate, it's not just coming from ads, it's also coming from organic.
So you're getting more people in through organic that are going to convert for free and then you're going to get more people through paid that are going to convert at a lower cost because the cost per click goes down. And I think this is Amazon's way of rewarding, you know, having a better click through rate. So the factors that affect click through rate, main image, the main image, you have to think about it as not only being like a very sharp and beautiful main image, but know having eye candy. And then if you can sell the product through the label, through the boxing, through the packaging, that kind of stuff. At the end of the day, I'm typing in a keyword like credit card holder and then I'm going to see a bunch of credit card holders. I'm going to have to make a decision with my eyes. So if I see two credit card holders, one of them is just a credit card holder and the other one is a credit card holder on top of a box. And that box happens to mention that there's a lifetime warranty and that it is like RFID technology or some shit like that.
I don't know, whatever credit card holders have like the RFID protection, I'm going to look and notice that one and I'm going to see that it's a good image, but also I'm going to be quickly sold on the spot and be like, okay, let me click on that one. Because it just convinced me in two other ways that this is why I should click on this product. So that's in terms of the main image. Reviews are always going to be reviews, right? If you have a shit product with 100,000 reviews, you're selling like hotcakes. That's how Amazon works. And that's why so many people are doing review manipulation and insert cards and all of that stuff, because it works. It works very effectively. So make sure you have a review strategy.
And the ultimate way to get reviews is basically for people to buy your product and then for you to identify them. So whether you tell them to buy or you identify them after the fact through an opt in, and then after that, incentivize them, or you shouldn't incentivize them because it's against terms of service. But most people incentivize them for review.
Yeah, can we talk about that a little bit? Because I know how important reviews are through click through rate. Even when I go shopping, I'm literally doing exactly what you said. I'm looking at the pictures, I'm looking at the average customer reviews. If I don't see anything I like on the first page, I go up to the toggle and I'm like sort by average customer reviews. And then I see some four sevens or four eights and I go down the rabbit hole there a little bit. So what is inbounds? What's against terms of service? What do successful brands do? How do you incentivize? Are a lot of these brands doing fake reviews? What's happening? And what do brands that win at Amazon and scaling, how do they build up reviews beyond the obvious? Oh, have a great product, get a great review sort of strategy.
Yeah. So obviously the have a great product, get a great review. I don't know if I really believe that. I've never left a product review without it being like a friend's product or something. So I don't know if I believe that. I think what is white hat and what Amazon allows you to do is just to ask for a review. So if I know that you bought my product, I can just say, hey, Blaine, can you leave me a review? That's the only thing that I can do. I can't say, good review.
Don't leave me a bad review. I can't say, I'll give you a free gift if you leave me a review. Any of that stuff is against terms of service. So I think the game becomes okay. How do you identify everyone who's buying your products? There needs to be some sort of opt in. So if you have a product and you need to scan a QR code and enter information to activate a certain thing or get a certain thing, now you're getting access to that customer data, which Amazon doesn't give you. If it was easy and Amazon gave us everyone's emails, then we'd start some sort of email marketing and start to get reviews. But they know that that's going to happen, so they prevent you from getting the customer data.
So it's up to you on how can you get someone to opt in? By seeing something on your product packaging, a QR code, and it being compelling. Like opt in to activate a lifetime warranty or get like a library of recipes or something like that. Something that's compelling. Not just like activate to get our newsletter, or activate to be the first to know when we have a discount. I don't care when you have a discount. If you're a brand that I'm using, religious. Like, if you're a gym shark and I have like a thousand gymshark shirts. Okay, maybe I'll opt in for discounts.
But besides that, no one's opting in, so something compelling. And then once you have the customer information, you can ask for a review, or you can incentivize for a review. It's up to you. You can pick. If you want to go completely white hat, you're probably going to have much less results than if you go a little bit gray hat and say, try and find a way to give someone something and use the law of reciprocation where you give them something for free and they're like, okay, fine, I'll leave your review sort of thing. That's, I think one of the biggest ways, and the other way is how do you get a bunch of people to, I think, creating community. How do you get a bunch of people in a community buying your product, using your product to reviewing your product? And I think that's what a lot of the really big brands do, is that they have community involved and they kind of motivate the community to leave reviews and the community leaves reviews. And I don't think that's against terms of service because you're basically like nurturing the people and saying, you're giving them all this value and saying, hey, it would help us out a lot if you left us reviews, but you're not really incentivizing anything.
So that's kind of the way that I've seen big brands succeed.
Two other questions I have to follow up on that. One is it basically sounds like you're saying you want to have a really solid, almost like lead magnet sort of strategy that ties into your product, where you're giving something of value that people could opt into, whether it's QR code or something else. And you're getting people in. Like you're saying, I think if you're lazy about it and you're just like, oh, subscribe to my newsletter or subscribe for a next discount, people are like, okay, I've seen a million of that. But if you can provide something that aligns, makes sense with your product and you can draw them in and you get the first party data that way, then you can build them, nurture them and ask for the review. My other question was going to be, talk to me about the more gray black hat sort of area of Amazon. I know when I look on products, I see products where I'm like, okay, it has like five stars. It's got like 85 star reviews.
These are clearly fake because I don't know what's happening there. Or is that something that can really kill a brand? Is this something that you really don't want to do? What's, I guess, happening behind the scenes for those? Are they like buying their own products and reviewing them themselves? What's happening? What are we seeing and how bad is it?
Yeah, I think that there's a few things. There's like the insert cards that say, get a free product. So as soon as you get the thing, like you get the product, you scan the QR code to get a free product. It says, okay, what's your information? What's your address for us to send you a free product and then say, okay, can you leave us a review? So that is one of the ways that is considered more black hat. There's also like, I think review groups. So a lot of burner accounts that you just pay to get reviews, I would stay away from that stuff. And I'll tell you the way that Amazon works. If a computer can detect it, Amazon can detect it.
And so when you're thinking about reviews and you're thinking about the community, or if you're a d to C brand and you decide to do like a promo, and that promo is basically like for the first ten people that leave a product, that buy our product on Amazon, we're going to give you this thing for free. And you have a bunch of people just from your email going to buy the product. And then you nurture them and you say, hey, it would help us out if you left their review. You can't really detect that with an algorithm, right? But if you start noticing like there's a large number of people that are leaving a review all at once, or a lot of people that have left reviews on 50 other products, leave a review on your product, things like that, that are algorithmically detectable, that's when Amazon catches you. It's almost like it's only wrong if you get caught. Like that sort of thing, that saying it's only wrong if you get caught. Nothing's going to happen if you're stealing money, unless you get caught. And so it's the same thing.
You can get reviews. It's just like, how do you not get caught doing it? Obviously, everyone should stay relatively as close to white hat as possible, but a lot of us have to go a little bit gray because it's like, that's, I mean, how else are you going to get reviews? I've never left a review before. Unless someone's like, hey, I'll give you something for free. And I'm like, okay, fine, I'll leave you a review because I want this second thing for free. So how do you do that and not get caught by an algorithm? And that's what everyone just has to think.
Yeah, and I think another great point there is you also always want to think about what the downside is, right? There's probably a lot of brand list sort of products that are popping up that might go after this. Because in their worst case scenario, all they do is they spin up another seller account and they don't care because they're a product, they're not tied to a brand. So if they get shut down, it doesn't matter. But if you're a d to c brand and you have a reputation and brand is one of the things that you're building, you're better off going to white or maybe some of these grayer hat sort of areas. But like you're saying you don't want to be spammy and try to get your actual branded account banned. That would just be totally counterproductive.
Yeah. And the way that I like to do it the most is through outbound. So finding people on Instagram or anywhere, essentially, and then offering to give them the product for free in exchange for feedback, reimbursing them off platform, like no coupons, no gift cards, straight up like PayPal or Venmo. They get the money, they buy the product. We ask them for their feedback first they like the product, and then we ask them for a review. And then it's very hard to detect by Amazon. It's a lot more work, but it's also real because I'm going after people that would naturally buy the product. Like if I'm an electrolyte powder, I'm going after hot yoga pages, spinning pages, cycling pages, running pages, people that would naturally buy electrolytes.
I'm not going after like, oh, why did this 50 year old mom that only buys random things buy, isolate, way, isolate and leave a review? So it's like trying to be as natural as possible, undetectable as possible. It takes a little bit more work, but it's doable. Cool.
And then other things that I want to talk about is what other trends.
Are you seeing as we look to.
The rest of 2024? What are some other things on your mind for a brand that's scaling, that they want to get right?
Yeah, I think 2024 is the year that everyone needs to become lean. And profit is like the top of mind for everyone. So when you're on Amazon, you really need to, number one, maximize click through rate and conversion, right. So I think a lot of people, because we're an agency, right? And a lot of people come to us and they're looking for our ads to solve the problem. And it's not the ads that's going to solve the problem. The ads are going to be one piece of the problem. The biggest thing that's going to solve the problem is if you have a really good conversion rate and really good click through rate, everything else works easier. So if you want more profitability on Amazon, you need a better click through rate, you need better conversion rate, you need better images, you need to sell the product through images.
You need that landing page, the premium a plus content. You need the brand story, the mission, vision, values, all of that stuff like founder story, all of those sorts of things. You need to focus there. And when it comes to, I think, leaving no stone unturned when it comes to profitability on Amazon, what are all of the ways that you can increase average order value if you can get, subscribe and save frequently bought together so that you pay for one customer and get two sales instead of one or multiple products instead of one? I think those are the big things to take into account. And I think no wasted spend. So if you're advertising on Amazon, you really need to have good systems. Like you need to understand, okay, I'm spending $100 a day. I have exactly $20 a day for test budget.
I have a cap of $13 in spending, no sales. I'm going to add as negatives. If I hit 85% or let's say like a 2.2 roas, I'm going to add that keyword as a negative because that's too low. My threshold is 2.2. So you need those systems and those processes. You need to kind of have your guardrails and you to follow that. But on Amazon, generally, they're increasing their fees. They're taking all of these actions.
Now, if you have little inventory, you get penalized, and if you have too much inventory, you get penalized. So you literally have to be in a perfect range of like 30 to 60 days of stock at all times. And if it's too low, they're going to be like, well, this is annoying, right? Because it's bad for the customer experience. And we could have allocated more inventory to a better shopper, a better seller than you. And so if you just play by the rules of like, Amazon's number one thing is how do we maximize the shopper experience? And if you follow that, you're like, okay, how do I maximize the shopper experience? Always have inventory, never run out of stock, have good reviews, have beautiful creatives, use everything that they give us. So fill out all of the things. If you look into one of the listings, there's like the weight and the dimensions and is it like for an adult or child use or whatever, fill all of that stuff out and then just be careful with your ad spend, maximize, click through conversion rate. And I think you should do fine on Amazon.
You'll succeed. Amazon is bigger than ever. It's growing faster than ever. It's just 2024 is going to be a tough year. Yeah.
This was a question that I was really excited to ask you because you get to see all the keywords, all the search volumes, all the products. So what are some trends or like niches or different sort of types of products that you think are going to be successful this year and beyond?
I think single serve packets across the board I'm seeing for supplements are going to be successful. What do you mean by that? Protein comes in like a tub, but like single serve, like a packet of protein that you can take with you and mix, I think, electrolytes, a packet of pre workout packet of whatever, multivitamin. So things like that. Instead of being like, for your multivitamin, you have to open up a bottle and take a pill. It's like, oh, here is a system. They have this box and it has 30 packets and you just take a packet and take it with you. So love it. I think, yeah, single serve packets have definitely become a trend.
What else did I notice are trends? I don't know, man. I'm having a hard time remembering really any other trends. I think single serve packets is the one thing that I noticed.
And then anything particular in terms of product categories that you see sort of taking off, whether it's in the supplement space or in other spaces, like any sort of hot industries, I guess.
Yeah. Berberine, I would say Berberine is taking off significantly. That basically like that glucose control, like Ozempic type of products that sell themselves as. They'll have similar kind of response as Ozempic. I think that's blowing up. I think it's very easy to just notice what are the things that celebrities are talking about in terms of products. And that's usually what ends up scaling on Amazon. So Ozempic is a big one that all the celebrities are using.
And I can tell you right off the bat that any supplement that's going to start promoting that you're going to be less hungry or your food is going to have a less impact on your weight and things like that, that stuff's going to move like hotcakes, dude.
Another fun one might be like the supplements for the anti ozempic supplements. So after all the crap happens with Ozempic, maybe you launch a supplement brand to counteract all the counter.
Maybe. Maybe.
We've got a couple years for that. But anyway, Mina, I want to thank you for coming on today. Had a bunch of fun chatting with you for our audience who's listening, where can we connect with you? Where can we follow along? Where can we learn more?
Yeah, so definitely check out my YouTube for more, like, tactical information. It's Mina Elias. I-N-A-E-L-I-A-S. My LinkedIn is Mina Elias. And my Instagram is at the Mina Elias. I'm pretty accessible everywhere, so hit me up if you have questions. I'm happy to help. Sweet.
Thanks for coming on the show.
Awesome. Talk to you guys soon.
Also generated
More from this recording
1️⃣ One Sentence Summary
Mina Elias discusses scaling brands and maximizing Amazon selling strategies.
💼 LinkedIN - 6 Reasons Post
Smart Amazon sellers prioritize customer reviews. Here are the top 6 reasons why focusing on customer feedback is essential for Amazon success:
Reviews Drive Conversions.
Customers trust other customers. When shoppers are looking for products on Amazon, stellar reviews can be the tipping point for choosing your product over a competitor's. Review-driven confidence directly leads to higher sales conversions.Reviews Influence Organic Rankings.
Amazon's algorithm favors products with a high volume of positive reviews. More good reviews mean better visibility in search results, and that can make the difference between a product that soars or sinks.Feedback Loop for Improvement.
Customer reviews provide critical insights into what’s working and what isn’t. This feedback is priceless for product improvements, customer satisfaction, and reducing negative reviews down the line.Reviews Generate Traffic.
Products with more reviews typically receive more clicks. This increased traffic not only improves the potential for sales directly but also reinforces the product's standing in Amazon's search algorithm, creating a positive cycle of visibility and sales.Social Proof Builds Brand Credibility.
Multiple positive reviews serve as social proof to potential customers. This validation is crucial for building long-term brand credibility and customer loyalty, especially for new products or brands looking to establish themselves in the marketplace.Reviews Are Essential for Launch Success.
New products face the challenge of establishing trust. Securing early positive reviews can jump-start product performance, leading to more visibility and sales momentum right out of the gate.
TL;DR:
Customer reviews are crucial for conversion rates on Amazon.
Your product's search ranking can soar with positive feedback.
Use reviews as a resource for product and service enhancement.
More reviews can lead to an influx of click-through traffic.
Social proof from reviews fortifies your brand’s reputation.
Kick off new product launches with a strong review strategy.
Interview Breakdown
In this episode, Mina Elias shares her journey and tools for scaling a supplement company on the competitive battleground of Amazon. Discover actionable strategies that have helped her run 170 brands, with insights that can supercharge the growth of any direct-to-consumer business.
Today, we'll cover:
Mina Elias's formula for scaling on Amazon with iterative keyword strategies.
The impact of organic ranking on Amazon and how external traffic and branded searches play a role in success.
The essential components of a high-performing Amazon product detail page for maximizing conversions.
Strategies to gather customer reviews within Amazon's guidelines and build a supportive community.
The importance of balancing click-through rate, conversion rate, and shopper experience for optimal presence and profitability on Amazon.
💬 Keywords
Amazon scaling strategy, keyword optimization, organic ranking, click-through rate, conversion rate, external traffic, branded search, brand notoriety, product main image, product reviews, direct-to-consumer brands, Amazon funnel, Amazon ads, product detail page, creative comparison DTC vs Amazon, premium A+ content, review acquisition strategies, QR codes, customer communities, lead magnet strategy, Amazon's terms of service, fake reviews detection, inventory management, shopper experience, supplement trends 2024, single-serve packets supplements, Berberine-based products, Amazon SEO, ad performance optimization, keyword profitability testing.
🔑 7 Key Themes
Scaling Amazon keywords on budget
Significance of organic ranking factors
Building brand notoriety and leveraging traffic
Amazon funnel and ad creation process
Product detail page optimization techniques
Comparing DTC and Amazon creatives
Strategies for obtaining natural product reviews
📚 Timestamped overview
00:00 Mina Elias talks about scaling on Amazon.
05:38 Conversion rate depends on factors like images, videos, title, bullet points, reviews, discounts, brand story, A+ content, UGC, Amazon posts, and price. Good creatives, reviews, and price significantly impact conversion rate.
06:44 Amazon requires images to demonstrate product superiority, showcase social proof, and clearly communicate solutions to problems.
11:14 Understanding ad performance and improvement based on click-through and conversion rates, aiming to target a wide audience with various keywords.
14:49 Testing keywords systematically to optimize ad performance and maximize conversions over time.
18:12 Amazon's ranking algorithm depends on clicks and conversions for organic search.
22:33 Optimize organic and paid traffic, focus on main image and packaging for better conversion rates.
24:32 Importance of reviews and strategies for success on Amazon.
26:59 Encourage reviews ethically, leverage community.
30:08 Incentivizing reviews on Amazon and the risk of getting caught.
35:50 Maintaining ideal inventory for Amazon shopper experience and success.
37:22 Single serve supplement packets are becoming a successful trend.
40:12 Excited to reconnect soon.
📚 Timestamped overview
00:00 Discussion with Mina Elias on scaling brands.
05:38 Factors affecting conversion rate: images, videos, title, bullet points, reviews, discounts.
06:44 Amazon demands impactful, concise product imagery displays.
11:14 Understanding importance of ads and conversion rates.
14:49 Testing keywords, adjusting ads, maximizing conversion.
18:12 Amazon ranks products based on user engagement.
22:33 Increase organic and paid traffic with conversion.
24:32 Importance of reviews in driving customer choices.
26:59 Customer information collection, incentivizing reviews, community involvement.
30:08 You can't detect review manipulation with algorithms.
35:50 Maintain inventory, follow rules, maximize shopper experience.
37:22 Single serve supplement packets are becoming popular.
40:12 Exciting. Will reconnect with you soon.
❇️ Key topics and bullets
Episode Overview: Scaling a Brand on Amazon with Mina Elias
Introduction of Guest
Mina Elias shares her background, including her experience with starting a supplement company and scaling it on Amazon.
Discussion about Mina starting her own agency, Trivium, and helping an aggregator run 170 brands.
Keyword Strategy and Budget Management
Mina recommends starting with a manageable number of keywords and scaling up based on the budget.
Understanding the dynamic nature of Amazon's marketplace and iterating quickly to optimize keyword performance.
The significance of branded search and external traffic in improving organic rankings on Amazon.
The Amazon Funnel and Optimization
Comparing the Amazon funnel to Facebook ads, encompassing impressions, clicks, sessions, and conversion rates.
Factors affecting click-through rate and conversion rate, such as main image, price, reviews, and other creatives.
Importance of detailed product pages, including images, videos, title, bullet points, discounts, brand story, and premium A+ content.
Creative Differences Between DTC and Amazon
DTC creative versus Amazon creative, focusing on communicating product superiority in Amazon images.
Blaine Bolus and Mina Elias discuss the nuances between direct-to-consumer platforms and Amazon.
Importance of Reviews
Strategies for legitimately obtaining reviews in compliance with Amazon’s terms of service.
Challenges of identifying and contacting Amazon customers for review purposes.
Lead magnet strategies and the importance of building brand communities.
Brand Reputation and Scaling Strategies
Emphasis on maintaining a strong brand reputation and obtaining natural feedback.
Strategies for maximizing click-through rates, increasing average order value, and reducing ad spend waste.
Bolus and Elias explore potential supplement market trends and product directions for 2024.
Amazon's Growing Platform and Optimization Challenges
The growing challenges of the Amazon platform and the need for perfect inventory levels.
Identifying trends for successful products in 2024 such as single-serve packets and Berberine-based products.
Audience Connection
Mina Elias encourages listeners to connect and asks questions via her YouTube channel, LinkedIn, and Instagram.
Blaine Bolus thanks Mina for her insights and concludes the interview.
Conclusion and Key Takeaways
Recap of main topics discussed.
Highlights of the comparison between Amazon and SEO, and the significance of optimizing product pages.
The impact of ads on sales and a systematic approach to running ad campaigns on Amazon.
🎬 Reel script
Hey there, I’m Blaine Bolus, and you've just tuned into a game-changing episode of DTC POD where we dropped some serious knowledge with Mina Elias, a powerhouse in scaling brands on Amazon. She broke down the art of maximizing your keywords - it’s all about starting small and smartly expanding with your budget. We uncovered the secrets behind organic ranking, from enhancing click-throughs to nailing those conversions. Mina even revealed how external traffic is your golden ticket for climbing up those Amazon search rankings. Plus, we dove into crafting that perfect Amazon page – think captivating images and irresistible reviews. If you're serious about making your products shine and capturing customer attention, this is the masterclass you needed. Connect with Mina for more tactical insights and strategic wisdom that'll supercharge your brand. Ready to boost your Amazon game? Keep listening to DTC POD for more expert strategies every step of the way!
✏️ Custom Newsletter
Subject: 🚀 Navigating Amazon with Mina Elias – New DTC POD Episode Out Now!
Hey there,
Great news - we're back with another insider-packed episode of DTC POD that you won't want to miss! Our host, Blaine Bolus, sits down with the incredible Mina Elias to unearth the secrets of scaling brands on Amazon. Mina, with her expert insight on Amazon operations, brings a treasure trove of knowledge from helping over 170 brands soar to success!
Here's what you'll learn in this episode:
The Keyword Scaling Ladder - Mina walks us through her strategic approach to managing your keywords based on budget. Yes, even the most modest budgets can climb the ranks with the right tactics!
Click-Through Rate (CTR) Magic - Tune in to discover how vital your click-through rate is and what elements truly make or break it.
Conversion Rate Alchemy - We're breaking down the factors influencing conversion rates and why your main images and reviews might be the ace up your sleeve.
The Review Game - Mina shares the dos and don'ts for getting those all-important Amazon reviews, steering clear of the platform's red flags.
Product Detail Page Optimization - Enhancing every aspect of your product detail page could be the key to winning over Amazon shoppers.
Fun Fact of the Day: Did you know that the humble QR code is more than just a techy square? It's a gateway to building a community and gathering precious customer info in the Amazon ecosystem! Mina shares how this underrated tool can be a game-changer for securing organic reviews. Let's decode the possibilities!
Before you rush off to listen, let's wrap this up. We're all about maximizing value here at DTC POD, and this episode with Mina Elias is like striking gold in the Amazon jungle. So, what are you waiting for?
🎧 Tune in now and join the journey towards Amazon mastery!
Call to Action: Don't forget to subscribe, share, and leave us your golden review! We'd love to hear your thoughts. Plus, for more tactical tips straight from our expert guest, Mina Elias, hop over to her YouTube channel and follow her on LinkedIn and Instagram. She's all set to answer your burning questions, so reach out and connect with this Amazon wizard!
Here's to conquering new heights (responsibly, of course 😉),
The DTC POD Team
P.S. There's always more where that came from. Stay tuned, stay savvy, and stay in touch with us for the next episode drop! 🌟
🚀 Subscribe: [Podcast Subscription Link]
🤝 Connect with Mina Elias: [Mina's Contact Information]
💌 Share your thoughts: [Podcast Feedback Link]
🐦 Business Lesson Tweet Thread
Tweet 1:
Starting an Amazon business isn't just about selling a product; it's about mastering a dynamic ecosystem. Mina Elias cracked the code.
Tweet 2:
Mina’s tactic? Start small with keywords, spending wisely and scaling with the budget. It's all about striking the perfect balance in spending.
Tweet 3:
Organic ranking is your best friend on Amazon. The secret lies in having a magnetic main image and racking up those precious reviews.
Tweet 4:
On Amazon, your brand’s notoriety is currency. Drive external traffic, boost your branded search. This isn't just selling; it's strategic positioning.
Tweet 5:
Mina sees Amazon as a store with endless shelves, every keyword a new shelf to conquer. It's a game of visibility and precision targeting.
Tweet 6:
For reviews, forget underhanded tactics. Smart brands build communities, open dialogues, and earn genuine feedback. That's sustainable success.
Tweet 7:
Blaine and Mina’s chat isn’t just enlightening; it's a roadmap for your brand to thrive on Amazon. Navigate the complex with our latest pod episode.
🎓 Lessons Learned
Keyword Scaling Insights
Scale keywords relative to budget; begin with fewer, increase based on profitability and budget constraints.Amazon's Dynamic Landscape
Embrace Amazon’s fluidity by iterating rapidly to evaluate keyword effectiveness and manage ad spend.Organic Ranking Significance
Organic ranking hinges on click-through and conversion rates; external traffic and branded searches boost performance.Brand Notoriety Essentials
Build strong brand recognition to leverage on-platform branded traffic, crucial for Amazon sellers.Conversion Maximization
Optimize conversions through main images, reviews; relationship between click-through rates, cost per click discussed.Amazon Advertising Funnels
Compare Amazon advertising funnel to Facebook’s; ads generate impressions leading to clicks, sessions, conversions.Creative Optimization
Focus on main image appeal, review credibility, and competitive pricing for better click-through and conversion rates.Content Vitality for Detail Pages
Detail-rich product pages with compelling images, videos, and stories can significantly enhance user engagement.Review Acquisition Strategy
Gather customer info legitimately; incentivize natural feedback without violating Amazon policies.Trending Product Strategies
Watch for rising trends, like Berberine supplements; anticipate and prepare for consumer needs.
💎 Maxims
Certainly! Based on the insights shared by Mina Elias in the DTC POD episode titled "Mina Elias" hosted by Blaine Bolus, here’s a comprehensive list of maxims to live by for anyone looking to scale a brand on Amazon or venture into e-commerce:
Start Small with Keywords: Begin with a manageable number of keywords and scale up based on budget and performance metrics.
Be Quick to Adapt: The Amazon marketplace is ever-changing. Stay agile and willing to iterate on your strategy to respond to its dynamic nature.
Monitor and Optimize Organic Rank: Keep a close eye on your organic ranking, which is influenced by click-through rates and conversion rates.
Drive External Traffic: Use external traffic sources to boost your Amazon product rankings; this also includes leveraging the power of branded searches.
Build Brand Notoriety: Focus on increasing your brand’s recognizability to garner more branded traffic and build a loyal customer base on Amazon.
Maximize Conversions with Quality Visuals and Social Proof: Ensure main product images and customer reviews are high-quality to improve click-through rates and maximize conversions.
Understand the Amazon Funnel: Have a clear grasp of the Amazon ads process from impressions to clicks and sessions, all the way through to conversion rates.
Focus On Product Detail Page Quality: Pay attention to creating compelling product details with superior images, videos, bullet points, and unique brand stories.
Differentiate Creative Across Platforms: Recognize the differences between DTC and Amazon creatives and optimize your Amazon images to communicate product benefits effectively.
Think of Keywords as Store Shelves: Place your products strategically in the “store” of Amazon by targeting relevant, high-performing keywords.
Actively Pursue Genuine Reviews: Encourage customers to leave reviews in Amazon-approved ways and build a community around your products to foster natural feedback.
Use Lead Magnets Wisely: Attract customers using lead magnets and then engage them to leave reviews while adhering to Amazon’s guidelines.
Avoid Black Hat Tactics: Never engage in deceptive practices like fake reviews or payment for reviews, as these can lead to severe penalties from Amazon.
Strive for Authenticity and Brand Reputation: Always aim to maintain a strong, reputable brand presence on Amazon, securing natural feedback through legitimate outbound methods.
Be Efficient with Ad Spend: Focus on improving click-through rates and conversion rates to make your advertising more effective and avoid unnecessary expenditure.
Perfect Your Inventory Levels: Keep inventory levels optimized to avoid stockouts or overstocking, ensuring a smooth shopping experience for customers.
Stay Ahead of Market Trends: Stay informed about emerging product trends, such as single-serve packets in the supplement category, to anticipate consumer needs.
Harness the Power of Connectivity: Utilize social platforms like YouTube, LinkedIn, and Instagram to share knowledge, connect with audiences, and grow your network in the e-commerce space.
Optimize Your Amazon Presence for Profitability: Aim to appear in multiple search results, utilizing effective ads and product pages to capture and convert traffic.
Balance Quality with Scale: Strike a balance between expanding your reach on Amazon and maintaining high-quality offerings that encourage repeat customers and subscriptions.
🌟 3 Fun Facts
Mina Elias started her own supplement company and successfully scaled it on Amazon, then went on to help an aggregator and start her own agency, Trivium, which now manages 170 brands.
Mina highlighted the growing trend towards single-serve packets for supplements and pointed out the rise of Berberine-based products on the market.
Despite Amazon's strict policy against incentivizing reviews, Mina gave insights into creative strategies for obtaining customer reviews, such as using QR codes and opt-in offers to collect customer information and build communities to encourage natural feedback.
📓 Blog Post
Title: Scaling Success on Amazon: Insights from Mina Elias on the DTC POD
Subheader: Mastering the Craft of Amazon Scaling with Expert Mina Elias
Introduction: Building a Brand on Amazon
Entering the Amazon marketplace with a supplement company may seem daunting, but entrepreneur Mina Elias's journey demonstrates it is achievable with the right strategies. On DTC POD, host Blaine Bolus sat down with Mina to unravel the approach that took her brand from its inception to a dominant presence on one of the world's largest online marketplaces. The crux of the strategy? Intelligent scaling.
Keyword Strategy and Budgeting
Savvy spending and keyword optimization are the bedrock of Amazon success. Mina emphasized the importance of a gradual approach, suggesting sellers start with a manageable number of keywords and expand as budgetary constraints allow. This avoidance of overextension allows brands to pivot quickly and hone in on the keywords driving real results.
Organic Ranking and External Traffic
Elevating organic ranking on Amazon requires decoding the platform's unique SEO intricacies. Mina underlined the influence of click-through rates and conversion metrics in improving keyword ranking. Moreover, generating external streams of traffic to Amazon — with a particular emphasis on branded searches — can significantly bolster organic positioning, a vital tip for direct-to-consumer entities looking to carve out their Amazon niche.
Building Notoriety and Customer Engagement
Brand notoriety is more than just recognition — it's about fostering loyalty and community. Mina shed light on methods employed by successful brands to build and nurture a community eager to support and review their products. She highlighted the workarounds for the obstacle of Amazon's limited customer data, such as QR codes and value-adding offers that encourage customers to opt into further engagement.
Creative Differences: DTC versus Amazon
For those versed in direct-to-consumer selling, the transition to Amazon's platform requires a strategic shift in creatives. According to Elias, while DTC creative focuses on lifestyle and brand storytelling, Amazon demands clear communication of product superiority within the confines of a product image. A comparison between Amazon and a physical store with shelves represented by keywords illustrates the need for product images that grab attention and convert at a high rate.
Review Generation within Amazon's Guidelines
The influence of reviews on a product's Amazon success cannot be overstated. Mina addressed the tricky process of review collection, heavily advocating for legitimate practices that respect Amazon's regulations. From black hat tactics to legitimate avenues, the conversation underscored the need for creativity in soliciting customer feedback without triggering Amazon's vigilant algorithms.
Brand Scaling and E-commerce Trends for 2024
Looking forward to 2024, Elias recommends brands on Amazon prioritize enhancing click-through rates, conversion rates, and boosting the average order value while prudently managing ad spend. She predicts specific product trends such as single-serve packets and the rise of Berberine supplementation, illustrating the importance of staying abreast of market shifts.
Maximizing Amazon Presence and Profits
To cap off the conversation, Mina detailed her methodology for establishing a commanding presence and maximizing profits on Amazon. By appearing in multiple search results, brands can optimize impressions and profitability. She also relayed the significance of ads and their inherent creative aspects, devising systematic processes for budget-friendly keyword testing and optimization.
In concluding the episode, Blaine Bolus warmly thanked Mina Elias for sharing her wealth of knowledge, with Mina extending an invitation to listeners to connect with her across social media channels for further tactical advice. The insights offered in this episode of DTC POD provide listeners with actionable strategies for scaling on Amazon, highlighting the ins and outs of e-commerce success through the lens of an experienced entrepreneur.
🎤 Voiceover Script
Struggling to scale your brand on Amazon? Tune in as we chat with Mina Elias, the Amazon mastermind behind Trivium's success, guiding 170 brands to the top. Today, she's divulging:
The art of scaling keywords on a tight budget, beginning modestly and expanding as profitability allows.
The crucial dance of organic ranking—harnessing click-through and conversion rates to ascend Amazon's keyword hierarchy.
The role of external traffic and branded search in bolstering your Amazon presence.
And, creative strategies for building stellar product pages that convert.
Stay with us to unlock the secrets of thriving on Amazon, one keyword at a time!
🔘 Best Practices Guide
Amazon Scaling Essentials: A Quick Guide
Start Small with Keywords: Begin with a focused group, test for profitability, and expand your keyword set based on budget and performance.
Optimize for Organic Ranking: Prioritize click-through and conversion rates to improve your organic position on Amazon. Utilize external traffic and branded searches to boost rankings.
Master Your Product Detail Page: Ensure your main image, pricing, reviews, bullet points, and A+ content are pristine to maximize click-through and conversions.
Garner Genuine Reviews: Employ smart, Amazon-compliant strategies to gather reviews, such as QR codes, opt-in offers, and community building.
Monitor Ad Performance: Systematically test and refine your advertising spend, targeting keywords that lead to the best conversion rates.
Focus on Brand Presence: Increase your Amazon footprint by showing up in multiple search results, thus maximizing impressions and conversions.
Remember, agility and continued testing are vital for thriving on Amazon's dynamic platform.
🎆 Social Carousel: Do's/Don'ts
Slide 1: Cover Slide
"10 Amazon Scaling Tips from Mina Elias"
Slide 2: Title: Forget Hunches
Explanation: Start with data-driven keywords selection—scale based on actual performance.
Slide 3: Title: Avoid Stagnancy
Explanation: Amazon is ever-changing; iterate your strategies frequently to stay ahead.
Slide 4: Title: Ignore CTR
Explanation: Focus on click-through rate; it's essential for improving your organic keyword ranking.
Slide 5: Title: Neglect Reviews
Explanation: Invest effort in ethically acquiring reviews to boost credibility and rankings.
Slide 6: Title: Generic Images
Explanation: Optimize main images to clearly communicate product superiority and value.
Slide 7: Title: Broad Keywords
Explanation: Target specific keywords efficiently, adjust bids, and expand slowly to manage costs.
Slide 8: Title: Dismiss PDP
Explanation: Enhance your Product Detail Page with engaging content for higher conversion.
Slide 9: Title: Waste Ads Spend
Explanation: Refine ad strategy to eliminate wasteful spending and increase return on investment.
Slide 10: Title: Overlook Data
Explanation: Use customer insights from off-platform interactions for targeted review requests.
Slide 11: Title: Neglect SEO
Explanation: Treat product pages as SEO landing pages to maximize visibility and attract buyers.
🎠 Social Carousel
Cover Slide: "10 Amazon Strategy Essentials"
Slide 1: "Budget Scaling"
Start with a few keywords and increase gradually to manage your ad spend effectively.
Slide 2: "Iterate Rapidly"
Constantly test keywords on Amazon's dynamic platform to optimize your advertising efforts.
Slide 3: "Organic Impact"
Maximize your click-through and conversion rates to improve your natural ranking on Amazon.
Slide 4: "Branded Signals"
Boost your keyword ranking by driving external traffic to Amazon through branded searches.
Slide 5: "Brand Notoriety"
Build and leverage your brand's recognition to attract and retain customers on Amazon.
Slide 6: "Image & Reviews"
Focus on enhancing main images and accumulating positive reviews to increase conversions.
Slide 7: "Detail Pages"
Optimize your product detail page with compelling images, videos, titles, and bullet points.
Slide 8: "Creative Differences"
Adapt your DTC creative strategy for Amazon, highlighting product advantages more prominently.
Slide 9: "Review Strategies"
Use opt-in offers and customer communities to gather reviews within Amazon’s guidelines.
Slide 10: "Connect with Mina"
For more insights, follow Mina Elias on YouTube, LinkedIn, and Instagram. Reach out with your questions!
CTA Slide: "Maximize Your Amazon Presence"
Implement these strategies for success. Connect with Mina for more tips and stay ahead in the Amazon marketplace.
One Off Tweets
Tweet #1
Scaling in the dynamic world of Amazon means being a quick draw with keywords and ad spend. The faster you find what works, the better your brand performs.
Tweet #2
Amazon's playing field is ruled by organic rankings. Like a tree in a dense forest, your product needs to rise and stand out for sunlight - focus on click-through and conversion rates.
Tweet #3
Attracting external traffic to your Amazon listings not only boosts sales but sends a strong signal to the algorithm. Like a magnet, branded search pulls your rankings up.
Tweet #4
Crafting a strong direct-to-consumer brand on Amazon isn't just throwing products at the wall. It's about laser-targeting that branded traffic and letting it do the heavy lifting.
Tweet #5
Images and reviews aren't just makeup on your Amazon products; they're the essence of attraction. Get them right, and watch your click-through rates and conversions soar.
Tweet #6
The secret sauce to a buzzing Amazon page? Impeccable images, bullet-proof bullet points, and an engaging brand story. Serve it up well, and they'll come back for seconds.
Tweet #7
In Amazon's keyword supermarket, every shelf is prime real estate. Make sure your product lands on the right one, or risk getting lost in the back.
Tweet #8
Community isn't just about good vibes; it's a fortress for your brand. Build one strong enough, and watch reviews flow like a river following a storm.
Tweet #9
Fake reviews are the fast food of Amazon - tempting but toxic. Focus on genuine engagement; your brand's health will thank you in the long run.
Tweet #10
E-commerce speed dating: maximize your Amazon presence with killer click-throughs and conversion rates. It's about making the right impression, fast and effectively.
Twitter Post 1
Here's a nifty trick for improving your Amazon product listings.
By optimizing just your main image, you can significantly increase click-through rates.
A standout image acts like a beacon on Amazon's crowded shelves, drawing customers to your virtual doorstep.
Mindsets
If you're aiming to adapt and thrive in the evolving landscape of e-commerce, particularly on platforms like Amazon, the following mindset adjustments can be pivotal in your journey:
💭 Embrace the fluidity of Amazon's ecosystem. Transition your approach from a one-size-fits-all to a more dynamic strategy that frequently tests keyword effectiveness. This shift from a static plan allows you to be more agile in your marketing efforts, enhancing your ability to capitalize on what works and move away from what doesn't.
💭 Foster a brand-centric approach on Amazon. Rather than simply pushing products, prioritize creating a robust brand presence. Recognizing that developing brand notoriety and loyalty can significantly impact organic ranking and overall sales can revolutionize how you view customer engagement and long-term growth.
💭 Adopt a meticulous focus on customer experience. Shift from solely pushing sales to ensuring each customer interaction with your brand is optimized for satisfaction. Understand that from finely-tuned product detail pages to seamless after-purchase follow-up, each touchpoint is an opportunity to secure a repeat customer and a glowing review that further propels your brand forward.
For a deep dive into these shifts and practical tactics to implement them, tune into the latest episode of DTC POD with guest expert Mina Elias. Don't miss out on valuable insights that could redefine your success on Amazon!
Tactics
If you're aiming to level up your business acumen on Amazon, here's a strategic playbook inspired by Mina Elias's insights:
🛒 Focus on the Amazon Funnel's Fine Print. Hone in on the nitty-gritty of Amazon's funnel system. Understand how your ads morph into impressions, then clicks, followed by sessions, and ultimately conversions. This comprehension will allow you to manipulate each step for maximum efficiency.
🛒 Craft Your Main Image Like a Masterpiece. Your product's main image isn't just a picture; it's the front gate to customer engagement. Make your main image a visual elevator pitch that conveys superiority and magnetizes clicks. Remember, first impressions in ecommerce are just as powerful as handshakes in person.
🛒 Ride the Wave of Branded Traffic. Mina Elias underlines the gold mine that is branded search. Directing external traffic to your Amazon products can spike your organic ranking. So, invest in building your brand's presence across all platforms to redirect this valuable traffic onto Amazon.
🛒 Play the Long Game with Customer's Feed. Leverage lead magnets to collect customer data creatively, since Amazon keeps it close to the chest. Use tactics like QR codes and opt-in offers to foster a database for follow-up communication and accumulate authentic reviews without stepping over Amazon's guidelines.
🛒 Perfect the Art of Keyword Calibration. Start your keyword journey with a sharply focused scope based on your budget, then gradually expand your reach. Use this method to discover the most profitable keywords, optimize your ad spend, and steadily climb the ranks without overwhelming your expenses.
As Mina Elias emphasizes, understanding and executing these sophisticated tactics—rather than relying solely on intuition or generic strategies—could significantly boost your performance in the dynamic battlefield of Amazon selling. 🚀
In Depth Thread
Overrated: Endless Amazon Selling Guides.
Sellers get lost in elaborate schemes that promise the moon and stars. Yet, seasoned veterans know simplicity and agility trump complexity.
Underrated: Focused Amazon Keyword Strategy.
Here’s the blueprint that helped my supplement company skyrocket on the giant marketplace:
The Tight Budget Formula
Budget tightness should never be a bottleneck. A wise strategy we employed:
Initialize with a strong, narrow selection of keywords.
Monitor performance, tweaking and reinventing as necessary.
Gradually expand your keyword net as your budget allows.
This is what scaling looks like in the real Amazon jungle.
5 Key Metrics List
Sellers, remember these five metrics—they're the lifeblood of your Amazon performance:
Click-Through Rate (CTR)
Conversion Rate
Average Order Value
Ad Spend Efficiency
Organic Ranking
This quintet is your north star; keep these in check, and you’re golden.
Market Snapshot
Flooded with technical jargon and complex algorithms? Strip down to what matters:
Here’s where we stand today and where we're headed in the next decade—Amazon isn’t slowing down.
Five bullet points for a clear picture of the current and future market trends.
Tagline
Your Amazon presence in a nutshell:
For my brand: “Dominating wellness niches on Amazon with data-driven precision.”
Think like Bezos: “Work hard. Have fun. Make history.”
Forge your mantra and steer the conversation.
Immediate Money Moves
What happens when you invest in Amazon PPC?
We identify
We target
We refine
We observe returns
Articulate your method in a few crisp sentences.
Ad Essentials
Set expectations straight up.
State your performance indicators, from CTRs to conversion tweaks. Spare no detail—your serious sellers will appreciate the transparency.
Visualize Success
Tables and charts showing keyword performance, ad spend ROI, and sales growth—visuals do more justice than words alone.
Ensure your attorney gives the nod to your presentation specifics.
Vital Crew
On Amazon, as in investments, the squad is your ace.
Exhibit your team’s expertise and past wins. Your credibility is on display.
And if you're fresh in the field, fearing a lack of historical data...
Enhance the team & process sections.
Spotlight your capable crew and polished strategies. They are the assurance your potential partners need for confidence in your future successes.
Amazon Selling's 3 Ps:
Patience, perseverance, and performance
Precision, progress, and profitability
Detail your 3 Ps with the same care you give to perfecting your product listings.
New Idea
Idea #2: Maximizing Amazon's Organic Ranking
To effectively increase a brand's visibility on Amazon, prioritize improvements to organic ranking with strategies such as:
Focusing on Click-Through Rate and Conversion Rate: Mina Elias underscores the importance of these two metrics as they directly impact how Amazon ranks products. By refining the main image, pricing, and accruing positive reviews, sellers can enhance click-through rates and subsequently boost conversions, leading to better organic rankings.
Bringing External Traffic to Amazon: Mina points out the value of directing traffic from outside Amazon to your product listings. Branded search traffic, in particular, signals quality and relevance to Amazon's algorithm, which can organically increase a product's placement in search results.
Building a Brand Community: Engaging with and nurturing your customer base can pay dividends in organic ranking. As Mina advises, create a community around your brand that incentivizes loyal customers to leave genuine reviews. This method of organic interaction not only fosters a brand's reputation but also helps in maintaining a stable, favorable ranking on Amazon.
Tweet thread on learnings
Tweet 1:
In the latest DTC POD, the Amazon guru @MinaElias gives us the scoop on scaling brands on the giant marketplace. Her insight? Maximize your click-through and conversion rates for profitability. Dive into the key takeaways from our talk with this powerhouse: 👇 #DTC #ecommerce
Tweet 2:
The Keyword Scaling Method
Scale your keywords like you'd manage a budget. Start small, test their impact, and invest more as your budget grows. It’s all about finding that sweet spot where spending aligns with performance. #AmazonSelling #KeywordOptimization
Tweet 3:
The Amazon Funnel 101
Understanding the Amazon funnel is crucial. It involves everything from creating impactful ads to ensuring your page converts. It's like a path from awareness to purchase, with each step needing attention for success. #AmazonFunnel #SalesStrategy
Tweet 4:
Picture Perfect - Main Images and Reviews
Your main image and reviews are your frontline soldiers. They draw customers in and build trust. Getting them right can be the difference between an ok click-through rate and a phenomenal one. #AmazonMarketing #CustomerTrust
Tweet 5:
Organic Ranking & External Traffic
Organic rankings on Amazon are the long game. Drive external traffic to your listings and watch your keywords climb. Branded searches? They're the golden ticket to ranking heaven. #SEO #OrganicGrowth
Tweet 6:
Building Amazon-Ready Creatives
The game changes when creating for the DTC vs. Amazon. Your visuals on Amazon need to talk the talk, walking customers through why your product reigns supreme. #CreativeStrategy #BrandBuilding
Tweet 7:
Customer Reviews without the Risk
Mina warns against black hat tactics for reviews; they're not worth the risk. Instead, she advises you to build a community around your brand, enticing genuine feedback and keeping the algorithm gods happy. #AmazonReviews #CommunityBuilding
Tweet 8:
Strategy for Presence and Profitability
It's not enough to just be on Amazon. Show up everywhere. Multiply those impressions, finesse your click-through rates, and watch as your conversion rates soar alongside profitability. #BrandPresence #AmazonTips
Tweet 9:
Staying Ahead of the Curve
Keeping your inventory at golden levels, ensuring shopper experience is top-notch, and watching for the next big thing, like single-serve packets, could keep your brand in the lead in 2024. Stay ready. #EcommerceTrends #InventoryManagement
Tweet 10:
The Wrap Up
Big thanks to @MinaElias for the insights and strategies shared on our show. For more tactical advice, follow her on YouTube and connect on LinkedIn or Instagram. Reach out, she's there to help! #EcommerceExpert #ConnectAndServe
Tweet 11:
Conclusion
In the world of Amazon, it's clear that adapting fast, focusing on customer experience, and driving data-based decisions is key to scaling successfully. Follow DTC POD for more golden nuggets from leaders like @MinaElias. #DTCPOD #EcommerceSuccess
Future State, 6 reasons post
In under a year, Mina Elias turned a burgeoning supplement brand into a dominant force on Amazon, harnessing the platform's unrivaled selling potential to boost keyword rankings, improve organic traffic, and significantly increase conversion rates. As a previous brand builder, I've watched in awe. Yet, if Amazon adapts and integrates specific strategies proposed by Mina, it could further cement its position as the ultimate e-commerce ecosystem.
BACKGROUND:
Amazon, while already a titan of e-commerce, sits on the cusp of revolutionizing direct-to-consumer (DTC) brand operations. It's the marketplace where chance browsing converges with intent-driven shopping, creating a unique opportunity for brands to scale rapidly.
However, navigating Amazon's complex landscape requires a nuanced approach, balancing aggressive advertising with impeccable shopper experiences to thrive.
Old Brand Scaling:
Limited keyword strategy
Passive approach to review collection
Ad spend not optimized
Slow growth in organic rankings
Basic product page content
Reactive brand development
New Brand Scaling:
Dynamic keyword scaling based on budget and performance
Proactive and compliant review-building techniques
Smart ad spend with a focus on profitable keywords
Improved organic rankings through a superior customer journey
Enhanced product detail pages with rich media and compelling content
Strategic brand building with a focus on notoriety and customer community
At Trivium, overseeing 170 brands has taught us that maximizing your Amazon presence is critical to staying ahead of the competitive curve.
HOWEVER...
Substantial growth requires not just effort but also a refined strategy. If Amazon accommodated for specific seller recommendations, brands would be empowered to further maximize their presence and profitability.
Here are my 6 recommendations:
Develop a more comprehensive keyword scaling tool that aligns with sellers' budgets and allows for agile adjustments based on real-time data.
Implement a transparent review generation system that adheres to Amazon's guidelines but gives sellers direct avenues to legitimately request feedback post-purchase.
Enhance the advertising dashboard to focus on actionable insights for conversion rate optimization, facilitating a more efficient reallocation of ad budgets.
Introduce advanced product detail page analytics, helping brands understand the impact of various content elements on shopper behavior.
Create richer segmentation options for external traffic campaigns, allowing brands to fine-tune their strategies for branded search impact.
Offer a platform native to Amazon that fosters community building, enabling brands to nurture their customer base and organically grow brand advocates.
Amazon's potential as a growth platform for DTC brands is staggering, particularly when considering the scope of untapped strategies that could refine the seller experience while boosting the platform's value.
P.S.
Which strategies do you think are vital for scaling a brand on Amazon?
Do you believe that incorporating these recommendations could lead to a new era of brand scaling success on the platform? Share your thoughts below!
About the Episode
In this episode of DTC POD, Mina Elias brings to the forefront the intricate dance of scaling on Amazon, providing listeners with a deep dive into the world of strategic keyword optimization. As she lays out her approach, Mina advises brands to start with a select handful of keywords, meticulously testing each for efficacy before expanding their reach. This method, she insists, not only aligns with different budget levels but also harnesses the mercurial nature of Amazon's marketplace. By rapidly iterating and adjusting ad spend based on the concrete data of a keyword's performance, brands can fine-tune their campaigns to maximize visibility and drive sales, ensuring they are always at the cutting edge of relevance and customer engagement.
Amidst the battleground of organic rankings, Mina underscores the vital role played by two pivotal metrics: click-through rate (CTR) and conversion rate. It's not just about getting your product in front of eyes; it's about getting the right kind of attention. The likelihood of a customer clicking on your product, coupled with the actual follow-through of a purchase, can significantly propel your keyword ranking upward. She further illuminates the notion that external traffic to Amazon, and particularly branded searches, send strong signals that can amplify a product's standing in search results. This, coupled with the imperative to build brand notoriety, creates a powerful cocktail for success in the unforgiving realm of Amazon's search algorithm.
Mina Elias also sheds light on the art of crafting product detail pages that convert, emphasizing the necessity of a harmonious symphony between images, videos, titles, bullet points, and reviews. Each element, she conveys, needs to sing in perfect pitch to the potential customer, underscoring not just the quality but the superior nature of the products being sold. As she walks us through the specifics, Mina points out that direct-to-consumer (DTC) creative collateral and Amazon creative must be approached differently, with the latter demanding a more robust demonstration of product superiority within the images themselves. The tactical wisdom shared hints at an approach that transcends standard advertising, calling on sellers to illuminate the unique value proposition of their offerings in every visual and textual element they present.
📚 Timestamped overview
00:00 Mina Elias discusses Amazon brand scaling.
05:38 Various factors (images, videos, title, reviews, discounts) affect conversion rate. Focus on price, reviews, and creatives.
06:44 On Amazon, product images are like poses in a bodybuilding show, showcasing superiority.
11:14 Ads performance is tied to creative and landing page. Need reviews for landing page. Goal is to reach 1 million people with 1000 keywords.
14:49 Test keywords systematically for ad performance, base decisions on conversion rate changes. Goal is to identify and launch ads on profitable keywords.
18:12 Amazon ranks products based on user interaction. High clickthrough and conversion rates lead to better ranking.
22:33 Increase organic and paid traffic by optimizing main image and packaging to improve click through rate and conversion.
24:32 Discussion on importance of reviews for click through rate and success on Amazon, exploring what successful brands do and how to build up genuine reviews.
26:59 Encourage customer reviews through community involvement and reciprocity.
30:08 Incentivizing fake reviews and the risk of getting caught.
35:50 Maintain optimal inventory for good customer experience on Amazon.
37:22 Single serve supplement packets are becoming a popular trend for convenience.
40:12 Encouraging sign-off.
📚 Timestamped overview
00:00 Discussion with Mina Elias on scaling on Amazon.
05:38 Factors affecting conversion rate: images, videos, title, bullets, reviews, discounts, brand story.
06:44 Amazon is about showcasing superiority through images.
11:14 Ads performance is based on creativity and landing page.
14:49 Testing keywords systematically for profitable ad performance.
18:12 Amazon ranks products based on customer interaction.
22:33 Increase organic and paid conversion with visuals.
24:32 Importance of customer reviews for online shopping.
26:59 Encourage reviews with incentives and community involvement.
30:08 Incentivizing fake reviews can be detected algorithmically.
35:50 Maintain optimal inventory for positive shopper experience.
37:22 Single serve packets for supplements will succeed.
40:12 Exciting! Will chat with you soon.
📚 Timestamped overview
00:00 Scaling on Amazon with guest Mina Elias.
05:38 Conversion rate factors: images, videos, title, reviews.
06:44 Amazon showcases superiority through impactful product images.
11:14 Ads rely on creativity and landing page.
14:49 Testing keywords for profitable ad performance systematically.
18:12 Amazon ranks products based on customer interaction.
22:33 Improve conversion with compelling visual content.
24:32 Online shopping relies heavily on customer reviews.
26:59 Incentivize reviews and build a supportive community.
30:08 Incentivizing reviews can be detected algorithmically.
35:50 Optimize inventory for best shopper experience.
37:22 Single serve supplement packets will be successful.
40:12 Exciting! Talk to you soon.
📚 Timestamped overview
00:00 Discussing strategies for scaling brands on Amazon.
05:38 Key factors impacting conversion rate: images, videos, title, reviews.
06:44 Amazon's strategy involves showcasing product superiority visually.
11:14 Ad success depends on creativity and landing page.
14:49 Systematic keyword testing for profitable ad performance.
18:12 Amazon's product ranking is driven by customer interaction.
22:33 Enhance conversion rates through compelling visual content.
24:32 Customer reviews play a crucial role in online shopping.
26:59 Use ethical incentives and community building for reviews.
30:08 Algorithmically detectable methods to catch incentivized reviews.
35:50 Maintain optimal inventory to enhance shopper experience.
37:22 Single serve supplement packets are poised for success.
40:12 Looking forward to our future conversation.
About the Episode
In her conversation with Blaine Bolus, Mina Elias reveals a strategic approach to Amazon keyword optimization, starting with a small batch and incrementally investing more as performance data justifies it. This tailored strategy not only streamlines budget spending but ensures that brands remain agile, adapting quickly to changes in keyword effectiveness. Mina is clear: success on Amazon lies in constant iteration, where ongoing adjustments in ad strategy are not just advantageous but essential.
Mina delves into the importance of essential metrics like click-through rate and conversion rate in boosting a product's organic ranking on Amazon. It’s not just about attracting eyeballs; it’s the quality of engagement that matters. With targeted external traffic, especially through branded searches, a product’s organic ranking can be significantly enhanced. She underscores the need for brand notoriety, specifically on platforms like Amazon, where competition is fierce, and brand recognition can make a substantial difference.
Lastly, Mina offers actionable insights on optimizing product detail pages, highlighting how crucial elements such as images, videos, titles, bullet points, and especially reviews must be expertly curated to increase conversions. She points out the critical distinction between DTC and Amazon creative, with the latter necessitating a stronger emphasis on conveying product superiority within the images. The guidance provided serves as a masterclass in not only catching a potential customer’s eye but also in convincing them of the product’s value.
About the Episode
Mina Elias shares with Blaine Bolus a tactical blueprint for keyword optimization on Amazon, emphasizing the necessity of starting small and strategically scaling based on performance data. Her method underscores the importance of agility in advertising, where constant adjustments can lead to more visibility and increased conversions.
Additionally, Mina discusses the critical impact that click-through and conversion rates have on a product's organic ranking on Amazon. She advocates for driving external, branded traffic to Amazon pages, as it's crucial in raising a product's visibility against the backdrop of fierce competition.
Mina also addresses the crafting of effective product detail pages. She stresses the importance of each component — from images to reviews — working in concert to showcase the product's merits and convince shoppers to make a purchase. By drawing on her extensive experience, Mina outlines an approach designed to captivate customers and set apart offerings on Amazon's competitive marketplace.
DTC Pod Linkedin
@mina_elias, founder of Trivium Group and Amazon maestro, joins @blaine on DTC Pod, revealing the secrets to dominating Amazon SEO and standing out amidst fierce competition.
Starting with her journey scaling a supplement company to spotlighting the nuanced methods of enhancing click-through and conversion rates, Mina unpacks the balance between ad spending and organic reach to scale brands effectively on the world's largest marketplace.
This deep dive touches everything from keyword precision to creating a community for that critical stream of reviews. Bold insights for emerging DTC brands looking to thrive on Amazon in 2024.
Learn from Mina’s diverse experience running 170 brands and discover why your main image might just be your ticket to maximizing sales.
Full episode here: [Spotify Link]
#dtcpod #amazonseo #ecommercestrategy #brandscaling #reviewstrategy #amazonmarketing
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