Levering Amazon's EBC To Increase Conversion Rate
by Liz Fickenscher, on May 18, 2018
Enhanced Brand Content (EBC) is more than a buzzword for Amazon sellers. In this webinar hosted by CPC Strategy, eComEngine Director of Marketing Paul Rice and CPC Strategy Client Services Manager AJ Swamy discuss ways to manage your brand’s reputation and make the most of EBC with real world examples. You’ll discover:
- How to use product review data to build your brand
- Tangible benefits of investing in EBC
- Strategies for managing your brand’s reputation on and off Amazon
- Tips for using EBC effectively
This post is accurate as of the date of publication. Some features and information may have changed due to product updates or Amazon policy changes.
Strategies for Using Enhanced Brand Content Effectively
When it comes to being a successful seller, reputation is everything. Even if you know this, you may be unaware of how to build your brand and establish trust on the Amazon marketplace. Fortunately, you have some great options.
During a recent webinar, eComEngine Director of Marketing, Paul Rice, and CPC Strategy Client Services Manager, AJ Swamy, discussed branding on and off Amazon, Enhanced Brand Content (EBC) and the importance of monitoring product reviews. Here’s a quick recap of some of the highlights.
Manage Your Brand Reputation
Have you ever thought about how people find your business? Approximately 85% of consumers start their product search on Amazon or a traditional search engine such as Google or Bing. Chances are, you’ve gone through the same process when you were shopping for a specific item or service for yourself.
How your listing appears, including any reviews, will therefore make a huge impact on whether someone moves forward with making a purchase. Fortunately, search engines have started allowing brands to have more control over content relating to their brand.
Rice recommends signing up for Google’s Brand Account program which allows users to be notified and reply to reviews consumers leave on Google. “The important takeaway here is that this page is often the consumer’s first impression of your brand,” says Rice. “As the saying goes, ‘you don’t get a second chance to make a first impression.’”
Amazon’s New Brand Registry
In 2017, Amazon overhauled its existing brand registry program giving sellers many tools including brand gating (which restricts accounts from selling your brand without approval) and access to Headline Search ads, Amazon Stores and Enhanced Brand Content (EBC).
Additionally, those registered in this newest version of Brand Registry will have help with protecting their registered trademarks as well as an expedited ticketing support system. Further, the ability to enhance product detail pages can improve customer education about your product (which can reduce returns and complaints), develop brand equity and potentially increase sales.
Best of all, your page(s) will be visually appealing. The new EBC modular improves the design and customer experience by offering, among other features, five pre-built templates, a custom template and more mobile-friendly options. As Swamy explained, it’s important to understand how the template you’ve chosen looks on mobile for any pages or listings. People shop from their devices more than ever but they probably won’t buy something that they can’t see!
Responding to Negative Reviews
If you receive a negative review, be prepared to respond, but use caution.
“It’s easy to get emotional and want to write a quick response to defend your brand,” Rice said. “Instead, take a few minutes, take a deep breath, take a walk around the block, re-read the negative review, maybe ask a teammate to read it as well. Then strategically craft a response that shows you are listening to consumers and you want to make the situation right. We see all the time where a brand just makes it worse by responding in a bad way to a negative review.”
Also, if a customer is unhappy with their experience, try to find the silver lining in the situation. According to Rice, “sometimes negative reviews are the best customer feedback we could ask for.” This valuable insight can make you aware of opportunities to improve your products or services and might even help you identify if something you are selling is too risky.
Take Control of Your Brand
While this overview touched on some key points, the webinar goes into much greater detail on these topics, and so much more. It’s definitely worth a listen, but make sure you have a pad and pen handy to take notes!
In addition to signing up for Amazon’s Brand Registry program, another great way to take control over your brand is to use a tool such as FeedbackFive to keep track of what is being said about your business and products on Amazon. This gives you the power to address any issues as they arise in order to proactively protect your reputation.