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Branded content is a term that is thrown around quite a lot in marketing circles, but many people struggle to understand what it actually means.
It’s likely that you’ve come across and engaged with plenty of pieces of branded content before without realizing it, both as a consumer and in a professional context.
In the travel industry, in particular, branded content is frequently used as a way to appeal to certain customer demographics who prioritize the integrity and values of a brand over the specifics of their offering.
Branded content can take a wide variety of forms and approaches, which means that it can be tricky to figure out the best way to make the strategy work for you.
The struggle ends here.
What Is Branded Content?Put simply, branded content is any piece of content that builds brand awareness by associating a company with the values it communicates.
To really understand where this approach comes from, you need to understand the context from which it emerged.
Many of the techniques used in traditional marketing are very effective, but the consumer landscape has changed drastically over the last decade or so.
On top of this, what modern consumers want from the brands they support has also changed in recent years.
In fact, 83% of millennials, in particular, prefer to spend their money on products or experiences from businesses whose values align with their own, and actively seek out companies with missions or goals that they also support.
This is particularly relevant in the travel industry as it is in line with many customers’ concerns over the social or environmental impact of their holidays.
Instead of looking for the cheapest deals, many consumers now prioritize booking trips with brands that share their priorities when it comes to travel.
Branded content is the product of these key changes in the marketing landscape.
This could be videos, blog posts, publications, and podcasts that are produced by a brand but not directly related to its product or service.
Branded content taps into the topics that potential customers are interested in to catch their attention and then builds affinity by regularly sharing other engaging content so that the brand becomes synonymous with certain positive values or ideas.
The benefits of this approach are clear: Branded content strengthens brand image, which helps you to stand out from your competitors, improves recall, and increases the number of potential customers who hear about your brand.
Targeting potential customers whose values align with your brand also means that conversion rates are higher and that you’re more likely to gain long-term customer loyalty.
Branded content is an inbound marketing strategy; it attracts new customers by focusing on creating an appealing brand image.
There’s a lot of overlap with other marketing techniques and formats, which makes it easy to integrate this approach into your existing marketing plan.
It should be noted that the term ‘branded content’ is now also used to refer to a kind of collaborative marketing approach on social media platforms such as Instagram, where a creator indicates that a post has been sponsored or inspired by a business partner.
Influencer marketing can involve kinds of branded content, but in this article, we use the term to refer to the wider style of content creation.
How To Make Branded Content Work For Your Travel BusinessNow, you understand what is meant by the term branded content and can see the benefits of adopting the approach for your travel brand, you might have been left wondering how to put these ideas into action.
1. Establish Your ValuesCompany values are a key part of establishing a unique brand image. They’re more than just your business goals and culture.
They dictate the kinds of travel experiences you offer, the way you approach your marketing content, the way you use your profits, and the kinds of consumers who support you.
At the heart of any branded content campaign should be what your company stands for and the impact you want to make in the travel world and beyond.
The whole point of this marketing approach is to highlight brand values that the audience will respond to, so you need to get this straight before you go any further.
If you already have a clear set of company values, fantastic. Identify the ones that you think your audience will relate to most, and go from there.
If you feel your values are lacking, think about issues or trends in the travel and tourism industry that you care about or feel that you could make a difference to.
Cast the net wider and reflect on any social issues that you think your business could support or impact, and consider if there’s a way to work these into your values as well.
2. Identify Audience InterestsUnderstanding the audience you are marketing to is the backbone of any successful marketing scheme. Branded content is no different.
However, instead of just tapping into what your audience wants from a travel company, you need to dig deep and research into the interests and values of each demographic in your customer base.
Branded content works by catching the attention of potential customers who are going to want what your business offers, and building up a trusting relationship with them through the content you share.
In order to grab this attention in the first place, you need to have a clear idea of what your target audience cares about.
This goes further than just understanding what kind of holidays they enjoy and what they seek to get out of travel experiences, although this is still quite useful.
You need to find out what other interests intersect or align with their identity as a consumer.
What kind of hobbies do they enjoy?
What other brands do they support?
What are their values?
What social issues do they care about?
What topics do they enjoy reading about in their free time?
Complete this research for each of the different groups that make up your target audience, the more segmented the better.
Then, identify the areas and topics that have some overlap with your brand, and start seeking branded content inspiration here.
For example, say that you’re a travel brand that specializes in wellness holidays to tropical destinations.
Your target audience may have general interests in things like healthy eating, exercise, and mindfulness, and also care about their environmental impact on the planet, for example.
There doesn’t have to be an explicit travel focus on the branded content you create. As long as it aligns with your overall business values and benefits your brand image, it will attract the right kinds of customers.
3. Choose Popular FormatsA key part of ensuring success when it comes to branded content is choosing a format that your target audience is going to engage with.
There’s no point in spending a huge portion of your budget on an elaborate video marketing campaign if your target audience actually prefers to read content instead of watching it.
Alternately, if the majority of your customers enjoy social media content above all other formats, creating a print publication will get you nowhere.
Branded content makes a big impact because it genuinely engages and excites the people who see it, which prompts them to share and grow the content’s reach.
If you’re not using a platform or a format that your audience is familiar with or want to share content on, you won’t get the desired impact.
Another feature of branded content is that it tends to respond to popular trends.
There’s no point in trying to create something relevant if your audience has already lost interest in the format you use. If you’re going to take inspiration from what’s popular, you need to ensure you act fast.
Do your research to make sure you’re creating something that potential customers will want to engage with, and then start brainstorming.
4. Create Immersive ContentBranded content seeks to catch people’s attention and make an impact, even if they’ve never interacted with your brand before.
Tapping into consumers’ emotions is one of the best ways to do this, which is why creating immersive branded content is such an effective approach.
Video and audio formats are particularly successful for travel brands, as they can immediately transport a potential customer to a new destination or experience.
You shouldn’t use this tactic to promote your brand offering (or at least, not in this approach to marketing), but instead, focus on crafting an experience that is so engaging, it will stay in a consumer’s mind afterward.
The worlds of VR and augmented reality are opening up more possibilities than ever before when it comes to immersive content, but even if you don’t quite have the budget for such formats, you can still effectively hook your audience in an instant.
Consider audio content that speaks directly to the listener, visual-heavy social media posts that inspire instant wanderlust, and description-rich written content that your reader can’t help but get lost in.
5. Be UniqueThere are plenty of instances in a marketing strategy where it pays to play it safe.
Branded content isn’t one of those.
This is definitely the time to do something quirky and creative that will get your brand noticed and your content shared.
A partnership with an unexpected brand on a series of social media posts? A response to a hot topic that clearly illustrates your stance on the matter? A venture into an unusual format, such as producing a music video?
The best examples of branded content are the ones that have gone viral, usually due to their unique or unexpected nature.
Communicating your values is important, but you need to catch consumers’ attention first so that they actually listen to what you’re saying.
If there was ever a time to take a risk and try something new, this is it.
ConclusionIt’s possible that your travel business has already dipped its toe in the branded content waters, or you’ve been pursuing similar results with your marketing efforts without knowing the technical term for what you’re doing.
You might also be a total newcomer to this approach, in which case this article should have given you a good idea of the best ways to make branded content work for you in the travel sector.
The nature of branded content is likely to change over the coming years in response to fluctuating consumer interests and priorities, as well as the introduction of new marketing techniques.
What is unlikely to change however is the positive impact of promoting your brand by finding common ground with your target audience, leading to high levels of customer engagement, trust, and loyalty.
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5 Tips To Make Business Management And More Efficient Planning
There is a fact that, as a business owner, you cannot ignore: employees no longer work alone for a salary. They are also looking for a job that provides them with stability and security, learning opportunities and professional development, and in the end being recognized for their good performance. For more information about you can check at Zoe Talent Solutions
In order for a company to offer these benefits, it is essential that it has efficient personnel management processes, to monitor the information of each employee in real time, avoid conflicts and improve overall productivity. And this is a responsibility not only of the human resources area but also of the business leader.
The question is then what can we do to take employee management to the next level. As the experts explain, there are several aspects to consider, and they range from internal communication to comfort conditions in the factory or office. And these are the five most important tips.
Offers a good quality of working life
People spend many hours at work (sometimes more than at home), and working with the right conditions promotes their motivation and productivity. Make sure the company’s facilities are in good condition, always clean and bright. Periodically check the operation and safety of computers, equipment and machinery. Also worry about your employees access to healthy food, safe transportation and everything they need to maintain their physical and emotional health.
Dare to go further with the benefits
One of the things most sought after by today’s workers is the balance between work and personal life. Their goal is not only to enjoy their family or their free time more, but also to recover the energy they need to better fulfill their obligations. Among other options, and whenever the turn of your business allows, you can propose flexible schedules, the possibility of working from home, days off for birthdays or a special family event, access with special prices to health programs or sports activities, or extra vacation days as part of a bonus.
Related: – What is the Ethical Supply Chain? Supply and Demand.
Work on good internal communication
Optimize administrative processes
Form leaders
To have high performance teams and ensure a seamless operation, you need to rely on managers and bosses who make their own decisions every day, and also make their contribution to the good working environment. To form true leaders, you have to learn to delegate, but first give clear information about what you expect from a team, determine responsibilities, provide the necessary tools to perform different tasks, and publicly recognize the achievements. It also considers the possibility of providing senior management and media of the company with training in leadership and human resources.
Tryphena Dudley
5 Content Management Tips For Global Websites
One of the biggest challenges of setting up and managing a global website is the organization and creation of the localized content.
It is nice to see content management being taken more seriously now by website owners and the marketers by understanding the various customer journeys and personas rather than to just push out what the business wants their customers to see.
At the same time, many websites just translate the home site content to create the various global sites.
Considering that the content on the home site was often created based on the customer needs and other factors for a specific market, those global variations may be started out with an enormous handicap.
Today, I’m sharing five tips which I use to help manage content for global websites.
1. Local CalendarThis is a simple calendar showing each of your target country’s holidays and events such as:
Big sales and shopping seasons.
School calendars.
Business fiscal calendar.
Festivals.
Vacation seasons.
From working with the businesses in different countries, I learned how each country has unique gift-giving seasons, travel seasons, and work calendars.
For example, U.S. schools typically start in August-September and end in May-June, but the schools in Japan typically start in April and end in March.
The Japanese government has the similar fiscal calendar. All their contractors start planning in the fall to get their next fiscal year budget planned by February and March. If any of these contractors are your target customers, you need to be ready with your products and the service information by summer.
If your business provides those services and/or products that are heavily seasonal, you’ll also want to add the content push-pull plan to the calendar for each country. It helps for everyone involved to understand which content to be promoted in what season in which country website.
2. Local Keyword ResearchUnfortunately, keywords seem to be taken less seriously lately. I agree that chasing the ranking for certain keywords, which may or may not be contributing to the business, is a waste of efforts.
However, understanding how people in each country are looking for the information about the products and the services related to your business, and being able to reflect the understanding to your content strategy is more important than ever.
Needless to say, it is important to conduct local keyword research as you’d do for your home country.
In addition to the data you normally use, consider reviewing any local specific data such as:
Customer service chat topics.
Locally popular items.
Local competitors’ offerings.
3. Translation & LocalizationIt makes sense to translate the existing site’s content rather than to create each of the local sites from scratch. That’s fine as long as you remember to localize the sites for each country.
Hopefully, you’ve done the local keyword research prior to the content translation and the localization begins. In which case, make sure that the translators (agency or in-house team) will use the words on your keyword list.
During the localization process, integrate local specific information as much as possible, especially on the site written in languages (e.g., English, Spanish, traditional Chinese) that are spoken in multiple countries.
Local phone numbers, addresses, and currencies are some of the information for the search engines to understand the target country of the website.
The hreflang element is another great way to minimize the wrong page to show up in the search results in the wrong country.
Keep in mind, Google and Yandex are the only search engines that honor the hreflang information. It makes the content localization more important in some countries, where people using the search engines other than Google and Yandex.
4. Content Management SystemPerhaps, one of the horror stories of the global websites happens when the CMS rolls back the local content when the original content is updated. All the locally edited content including the title tag and the meta descriptions are gone.
Because the local teams are typically much smaller than the team at the home country office, this puts a huge unexpected burden on their plate.
Be sure to set up the CMS so that when a parent content is edited, it won’t automatically erase the edited content on children pages.
Another popular challenge related to CMS management is when a new content is created on a parent site, it automatically creates child pages regardless of the need in other countries.
Because it’s not relevant to the local site, it’s often ignored by the local team, and left on the site without being translated. It’s best to take down the pages from the local site.
I also see quite often that the local team is not granted to use all the functionality of the CMS while they are responsible to edit and optimize the content locally.
Without any specific reasons, the corporate managers limit the local teams from editing content, including the title tag, meta descriptions, canonical tags, and even some of the body content (including the links). In this situation, the local team must request the parent site team to make the changes for them, which could take weeks, if not months.
If you’re uncomfortable with the local team’s ability to make the changes, give them the required training rather than to limit their access.
5. Global Content ChartIn addition to the local keyword research, you could find great business opportunities by conducting the local customer study.
Depending on the findings, you may want to adjust the approaches to the local audiences or even to create locally unique content to help grow the business in a specific country.
Sometimes, your target audience changes when you go to a different country. For example, a research we conducted for an exchange student program showed that their target audience was not just the school student but their parents and guardians who must approve the program, and most importantly, pay for the program.
The data helped the web team to convince the company to invest in additional content that was more catered to the parents rather than to the students. With the additional content, they grew the program sign-ups by 300+ percent year over year.
After you conduct the local customer study, apply that to create your global content management chart. On that chart, indicate the content inclusion and exclusion for each country website as well as local unique content. It’s also helpful if you combine the information on this chart with the local calendar data mentioned above.
ConclusionOrganization and pre-planning efforts are key to avoiding confusion and losing control of content management.
By standardizing the content creating, translation/localization, and overall management, you can make the process easier and more efficient for everyone involved.
Train the local team on CMS and content writing/editing work. After all, they are responsible for the local website and business performance.
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Techtarget And Brighttalk Together: Engaging More Active Buyers With The Content They Prefer
TechTarget and BrightTALK Together: Engaging More Active Buyers with the Content They Prefer Andrew Briney
Chief Product Officer
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Say you just bought a new Peloton and want to learn how to use it. You have a choice: Watch a video, read the manual or Zoom with an expert. Which one would you choose?
According to a leading study of learning styles, about 20% would read the manual, 40% would watch a video and 40% would Zoom. You might say, “it depends on what I’m trying to buy/learn,” which is true enough. Approximately two-thirds of us are multi-modal learners. We rely on multiple info formats and our preferences shift depending on what we’re trying to understand or buy.
The point is, we all default to a learning style, or styles. And those deeply ingrained preferences guide not just our consumer-oriented decisions but how we acquire knowledge and make decisions in our business life, too. The same can be said for the enterprise tech buyers we market and sell to. Learning preferences don’t change just because you’re buying cloud backup or network management versus a stationary bike.
How learning preference impacts buying teams (and your ability to engage them)TechTarget’s recent acquisition of BrightTALK offers an intriguing glimpse into the relationship between individual learning styles and what it takes to engage prospects at the right moment. A close look at the composition, overlap and behavioral patterns of the two audiences underscores how critically important a multi-media, multi-channel presence is in an age where buyers control the terms of engagement with your content and brand.
In terms of pure audience reach, TechTarget and BrightTALK represent millions of 1st party prospects across the two communities. TechTarget has just over 21 million registered members, while BrightTALK has 10 million (members are defined as verified tech and business professionals who have self-registered and opted-in to our respective 1st party databases). Collectively, these members form the buying units at hundreds of thousands of accounts that, throughout each year and across the globe, cycle through millions of new business technology purchases, upgrades and implementations.
Despite strong similarities in overall audience makeup (company size, industry and job title/function are remarkably consistent), there’s only a 10%-20% overlap in members between the databases, depending on geo. The reason the communities are so unique is that each network caters to different learning preferences.
With its roots in online publishing, 140 independent Web sites and over 40,000 vendor-syndicated content campaigns each year, TechTarget caters to buyers who prefer text- and download-based content, such as website articles, whitepapers, technical guides, product sheets and other PDF-based content. Asked what content formats they prefer, TechTarget members rank whitepapers (59%) and product spec sheets (57%) over everything else. Webinars (40%) and videos (33%) are further down the list.
Learning preference and behavior is quite different for members of BrightTALK, the host to more than 30,000 new webinars and videos each year. While the content topics, focus and quality is very similar to what’s offered on the TechTarget network, BrightTALK members prefer the immersive, interactive learning experiences delivered by webinars (85%) and videos (61%) over downloadable PDF content like whitepapers (47%) and e-Books (42%). Given this preference, it’s not surprising BrightTALK members average more than 30 minutes in view-time per webinar/video.
It’s not who you know; it’s who knows youIn the digital age it’s a given that buyers are in control of where, how and when they research purchases. Most of the time that journey starts not with a visit to your company’s website but with independent online sources that feature a variety of expert and vendor viewpoints. This is even more-so the case today than a year ago, when face-to-face interactions filled part of the information void. When buyer research activity results in a visit to your company solution pages, BrightTALK-embedded channels enable you to cast an even wider net for your interactive-learning content, while also ensuring users have a consistent engagement experience.
What the small audience overlap between TechTarget and BrightTALK tells us is just how important having a multi-media content presence is to engaging the full buying team. You could have the Web’s deepest library of strategy and solution PDFs — or B2B’s most-viewed and entertaining webcasts. But if you’re not doing both, you could be completely missing half of in-market buyers.
It’s one thing to conceptualize this in terms of overall market access. It’s another to think about this in terms of your ability to move fast with specific account buying teams.
Consider the IT department at Walmart, for example. The giant retailer employs more than 15,000 developers, engineers and tech support professionals worldwide. At any given time, there are probably dozens if not hundreds of new technology projects underway, each with 8-12 or more individuals on the buying committee. Best case scenario, half of these influencers and decision-makers are multi-modal learners; you’ll have a chance to reach them on either or both TechTarget and BrightTALK, or via your BrightTALK channel page on your own site. But the other half, who are single- or preferred-modal learners, are probably only visiting one place and not the others, increasing the chances you’ll miss them at the moment they are in a buying motion.
A peek aheadThe combined market access of TechTarget and BrightTALK isn’t just an opportunity to ensure you have a presence where buyers go to learn, or that you’re catering the experience to their preferred learning style. It’s also about leveraging the combined purchase intent insights these audiences offer across your marketing, sales and ABM initiatives.
Over the next year, we’ll be working on integrating our audiences, products and delivery systems to directly help you accelerate progress against all of these important initiatives. You’ll begin to see the benefits of that work in Q2, with much more to come throughout the rest of 2023 and into 2023. Stay tuned!
b2b technology buyers, BrightTALK, content development, digital content, TechTarget
5 Tips & Best Practices For Marketplace Ecommerce Sellers
It’s difficult enough to make it as an ecommerce seller on the Amazon Marketplace when you know what you’re doing; it’s a competitive platform.
But if you don’t have a firm grasp on how to set yourself apart from other sellers, finding success on Amazon Marketplace can be quite challenging.
The truth is, optimizing your third-party Amazon Marketplace ecommerce store is a worthwhile endeavor; the Amazon Marketplace generated $117.7 billion in fiscal year 2023.
If you want a piece of that, you have to set your store apart from all the rest – and that involves understanding and employing the best practices of third-party selling on Amazon.
No one can deny that it can be time-consuming and take a lot of work to succeed on the platform, but employing these tips will give you the best chance of rising above mediocrity and reaching the customers who really matter to you.
So, if Amazon Marketplace success has long been eluding you, check out this listicle of the five best tips and practices for Marketplace ecommerce sellers.
1. Write Masterful Product DescriptionsAs in every form of ecommerce, Amazon Marketplace ecommerce involves some degree of content marketing. In this case, it’s all about writing the best product descriptions that customers have ever seen.
This makes sense on multiple levels.
Practically speaking, customers need as much detail as you can give them about what you’re selling and how it differs from competing products.
The most comprehensive and detailed product descriptions address that need, covering everything from the product’s model and serial number to every feature that comes as part of the package.
Also, SEO-optimized product descriptions – that is, descriptions that use relevant Amazon-based keywords – have a better chance of ranking in Amazon’s search results and getting found by the customers you want.
You can actually perform keyword research on Amazon by starting a search query and seeing what the algorithm predicts to come next.
Or, complete an actual search and look at the first set of products. If they are ranking where you want your competing products to rank, have a look at their listings to see what they’re doing right. It’s a good chance to lift some keywords and employ them in your own listings.
However you want to go about the keyword portion of this, always ensure your product descriptions give users as much information as possible – because the most useful ones are the ones with the best chances of ranking well on Amazon.
2. Focus On Building ReviewsAs with local Google Business Profiles, Amazon product reviews go a long way toward showing the Amazon algorithm that customers like what you’re selling.
Similar to the descriptive product listings above, positive product reviews make sense on two levels on the Amazon Marketplace.
For one thing, the algorithm will naturally prioritize products with a lot of positive reviews over ones with one-star reviews. That’s just all about the user experience on the platform.
Think about it logically: If Amazon wants to sell more products to more customers, it will show product results that historically have performed well with real users.
So, five-star reviews work for Amazon’s A9 algorithm (the one responsible for product rankings), but they also make an impression on human customers. Very few people will buy a product they’ve never seen before if they see it has an average customer rating of only one or two stars.
Those types of poorly rated products exist on Amazon, and they’re usually punctuated with customer reviews warning others to stay far away.
You will rank higher on Amazon’s results pages if you have an average customer rating of 4.5 stars or more and plenty of sales. Sales will come in time if you do everything else right.
In the meantime, you can work to get a review on every item you sell on the Amazon Marketplace.
The easiest way to do it is to use the Request a Review button in Seller Central. Amazon will send an automated email to the buyer asking for a review and rating. To keep with Amazon’s policies around asking for customer reviews, this button is only available between 5 and 30 days after the product is delivered.
3. Invest In High-Quality PhotosIf you’re a Marketplace seller, this third point should already be on your mind: use only the best, highest-quality photos of your products.
If everything else between you and your competitors is equal, and you don’t use product images in your listings, you won’t be able to outrank them.
Think about your own time using Amazon to shop for things. The default product photo is the first thing you see about a listing, before you even read a word of the product description. So images are vital if you really want to sell things to people.
Just ensure the images are high resolution and show the product in all possible detail. This will allow customers to zoom in on the products and see what they want up close.
Another quick tip is to get photos of the product being used in its intended environment. This could apply to almost anything you sell. If it’s a stereo system, show it sitting on a shelf with the speakers on either side.
Or maybe you’re selling a garden hose and reel. Have one of the high-quality images show the hose in a backyard wound around the reel.
Adding images to your product listings is a no-brainer, but if you’ve derived any additional pro tips from this section, that’s already another win for you.
4. Don’t Try To Be Too Unique With Your PricingOne issue of the Amazon Marketplace that’s a fascinating area of study is how to price your products.
As in other business venues, go too high, and you’ll price yourself out of vital customer business; too low, and you might get more business, but you won’t turn much profit.
The answer to the question of Amazon Marketplace pricing is essentially to be boring about it: go somewhere in the middle of all your competition while still making sure you’re earning the profit margin you want.
You know from your own business workings how much you need to make on a sale to break even. Once you have that number, you’re in a good spot, but you’re not done yet.
You then have to know the percentage of profit you want to make. This can be difficult because, for one thing, it will be different for everyone, and for another, you may need to learn how to judge this against what you think your customers will pay.
Here again, I can direct you to your competition on the Amazon Marketplace.
Maybe you manufacture and sell turntables. If a competitor is selling a turntable with roughly the same features and capabilities, and the price of their models doesn’t exceed $300, you may be off-base in charging $550 for yours.
Remember that the products are almost identical; there is something to be said for charging the customer more for a better-quality product, but you just couldn’t justify two brands of the same product having such a large cost discrepancy.
With Amazon specifically, you’re already paying to sell your products on the platform. You pay even more if you opt for Fulfillment by Amazon.
Those fees already add more to your cost, and you would have to work them into whatever prices you ultimately determine for your products.
In the end, pricing on Amazon comes down to a few things:
Your costs of doing business.
Your competitors’ prices.
The profit margin you want to make.
Don’t go crazy with pricing; just make sure your price is fair for the product you’re selling, and try to be somewhat in line with similar products already on offer.
5. Put Effort Into Customer ServiceFinally, if you’ve been treating customer service lightly in your Amazon store, it’s time to revamp your whole approach.
Customers respond to sellers who appear to take their concerns seriously, and there are some concrete steps you can take to be a good business and do exactly that.
First of all, on your Amazon product pages, you can directly answer questions that customers ask about your offerings. This is the perfect opportunity to convert additional customers by laying out even more information you may have yet to include in the product description.
It’s also a chance to communicate directly with people who are thinking of buying your product!
By answering these questions, you are accomplishing two goals at once: offering more information that could lead to a sale, and demonstrating that you’re a company that knows how to talk to customers in a helpful and professional way.
The other major step you can take in the realm of customer service is to respond to negative product reviews by verified customers.
This is an automated feature of the Amazon Marketplace where sellers can contact customers who have bought their products but left negative reviews on the product page.
In this context, negative reviews refer to ones with star ratings between one and three.
To prevent any kind of inappropriate solicitation of a review change, though, the Contact Customer feature uses a series of email templates to address negative reviews.
In the initial email, sellers can offer customer support by inquiring for more information from the customer or simply offer a full refund.
In any case, the Contact Customer feature is your best avenue to dealing with negative Amazon reviews.
Even though all this happens privately between sellers and buyers, it could still positively affect your product’s rating – since customers can, but don’t have to, change their review after you resolve the issue.
The point is that excellent service could have a real impact on your overall Amazon seller profile, so don’t neglect it.
SummaryAmazon Marketplace can be a lucrative platform for ecommerce sellers, but it’s also a crowded space, and reaching your target consumer is easier said than done.
Chances are that you won’t achieve booming success by simply signing up and listing your products.
Instead, try employing some of these tips and best practices to optimize your presence on Amazon Marketplace and get the edge on your competition.
It might take a little time and effort, but the results will be well worth it!
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Featured Image: Surasak_Ch/Shutterstock
5 Tips For Managing Social Media Campaigns Across Multiple Languages
In the context of the current social media boom, e-marketers may be surprised – if not shocked – to learn that the majority of companies are not taking social media communication channels very seriously…or at least not yet. As Econsultancy’s ‘2010 Social Media and Online PR’ report found, 40% of the companies have “experimented with social media but not done much”, while only 26% of the business respondents said their senior managers were eager to adopt social media procedures.
And what’s most baffling is that a mere quarter of marketers say they would run multilingual campaigns in more than one country.
With a mere 31% of internet users being native English speakers, and over 80% of netizens preferring to browse in their mother tongue, the need for multilingual social media marketing campaigns is more critical than ever. As more and more marketers are likely to hop on the digital marketing bandwagon in the months to come, establishing a global presence across all social media platforms will help increase your brand awareness and make you stand out from the competition in a definitive way.
Going social and multilingual is a pretty straightforward process – however, there are a few intricacies to keep in mind if you want to reap the maximum benefits of multilingual social media marketing. The following five tips will make you a social media power user:
Do your homeworkDepending on your exporting experience, you may or may not know which markets to target. There are some nifty online tools, such as Google’s Global Market Finder and Google Global, which can help you gauge the online markets for a particular product per region. Most businesses tend to gravitate towards the BRIC (Brazil, Russia, India and China) and CIVETS (Columbia, Indonesia, Vietnam, Egypt, Turkey and South Africa) countries as examples of emerging and highly lucrative markets.
Once you have identified the right markets for your product, you should engage in some in-country market research: what social media platforms do locals use, what is their disposable income, what are their spending habits, are there any cultural intricacies that need to be addressed? Allow as much time for research as needed and be ready to incorporate any findings in your digital marketing strategy.
Twitter? Create separate accounts for each marketTwitter has turned into the definitive vehicle for businesses wishing to spread their message. But there’s one caveat: however tempting it may be to create one account and tweet from it in different languages, bear in mind that your followers in Turkey, for instance, will not have a clue what your Chinese tweet means – and vice versa. It doesn’t take much to annoy – and alienate – the Twitterati.
If you take the time to create separate accounts and manage them locally, however, your feeds will have a more personal feel. An individual approach can work wonders!
Translate but don’t forget to localizeAutomated translation tools may be free and help you get the gist but as far as business is concerned, you can’t afford to take the risk. Even Google Translate’s creators have conceded that it is imperfect in rendering the nuances of discourse, be they Facebook updates or quick thoughts Twitter style. It certainly pays to invest a little in hiring in-country native-speaking Twitter editors who would be switched on about local social media intricacies.
Be omnipresentFacebook, LinkedIn, YouTube and most recently Google+… if you’re serious about wanting to establish a solid social media presence, you should engage on all fronts. Don’t forget that the communication channels popular in the English-speaking countries are not the be-all and end-all of social media. Renren in China, Yandex in the Russian-speaking world, Orkut in Brazil, and a host of hyper local social networks… if you’re looking to expand to the respective countries, establishing a presence on these social media platforms is probably your best bet.
Interact!Social media is all about interacting and engaging with one’s audience so don’t just broadcast your message – create discussions, encourage conversation, and you’ll soon see your social media influence take off.
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