Is there a way to gain more impressions and increase conversions on Amazon using posts?
In this episode, Norman Farrar touches on the importance of building a brand and how you can develop a perceived value for your products. He digs into product development, how to optimize your listing, and how to utilize all the different tools Amazon provides in order to build a stronger brand. Norman breaks down the story behind the ‘Beard Guy’ name and how he helps other entrepreneurs become influencers on Amazon by infusing personality into a brand. Tune in now to hear this inspiring story and helpful tips on how you can succeed in the e-commerce space. Listen and enjoy!
Norman Farrar is an entrepreneur who provides online marketing and managed eCommerce solutions for brands. He has worked with Fortune 500 companies such as Coca-Cola, Mercedes-Benz, and 20th Century Fox. Since the early 1990s, Norman has focused on helping entrepreneurs optimize their operations and unlock their business’s potential. Presently, he is the host of the popular Amazon podcast, Lunch with Norm.
Key Highlights:
[00:01 – 16:09] Expert in E-Commerce and Amazon Brand Building
• Norman’s background and expertise in the eCommerce space
- Providing online marketing and managed e-commerce solutions for brands
• How to forge relationships with buyers and reach specialty stores
- Norman’s advice for reaching potential retailers
• Why you should focus on building authority to increase trust and sales
[16:10 – 31:46] Building Your Brand and Understanding the Numbers
• Retailers have different requirements and expectations when it comes to inventory and packaging
- Retail-ready packaging is essential for making a good first impression on buyers
• How Amazon has changed significantly over the years
- It requires more focus on brand building, PPC, understanding numbers, and driving traffic to websites
• How to differentiate your product development and increase the perceived value
- Differentiate through packaging, customer experience, and branding
[31:47 – 48:12] Product Innovation, Keyword Research & Internal Tools
• Do a competitive analysis of 10-16 competitors
- Ask the manufacturer for product improvement ideas
• How creating demo videos with benefits/features can make a huge difference
• Utilize Amazon’s internal tools (managed product documents, listing optimization)
• Unlock growth opportunities with Amazon posts, A+ content, and optimization strategies
- How Amazon posts can increase the conversion rate from 20% to over 30%
[48:13 – 55:02] Closing Segment
• How Norman went from zero to a hundred thousand followers in a year
• Norman on the rapid four questions
Connect with Norman
Key Quotes:
“If you’re not the authority if you don’t have trust you won’t get the sales.” – Norman Farrar
“Never turn down an opportunity.” – Norman Farrar
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