13. Branding Secrets to Stand Out In E-Commerce with Hannah Giro, Founder of PR Brand Marketing

In this episode of E-Commerce with Coffee?! host Nate Svoboda talks to Hannah Giro. Hannah speaks about Amazon sellers, what makes them special, and why she loves to work with them through her company PR Brand Marketing.

The interview kicks off with a discussion about the importance of branding on Amazon. Even though Amazon essentially owns the user experience and branding on the behemoth platform, what branding sellers can achieve produces benefits like the Amazon Halo Effect, or the boost of sales on products elsewhere because of the branding done on Amazon.

Optimizations of all kinds on Amazon are rooted in doing the right kind of keyword research for Amazon, Hannah explains. This means knowing what tools to use—both on and off Amazon.

One of Hannah’s favorite tools to educate Amazon sellers on is A+ content, which takes up a whole segment of the interview as she and Nate weave through related questions about using and improving it.

Listen to the full interview for more of Hannah’s insights, including a recent client’s example of 3Xing their sales of lightbulbs. There’s an Amazon strategy for everyone and it’s Hannah’s job to put those strategies into action.

What to listen for:

• Hannah has worked with many companies that didn’t even have their branding clearly defined, even after years in business. One of her favorite parts of working with these companies is the satisfaction she sees when they can step back at a finished branding guide and say, “this is us.” In the interview, she explains what branding today entails.
• Hannah and Nate also talk about the Amazon Halo Effect or the boost of sales on products you sell off of Amazon as a product of the SEO and branding you do on Amazon. With 66% of consumer product searches starting on the behemoth e-marketplace, the impact of a smart Amazon strategy can be far-reaching.
• The interview also touches on Hannah’s onboarding process with clients at her firm, PR Brand Marketing. Listen in to get the full scoop, but first, know this: it all starts with keyword research, but it has to be the right keyword research.
• Tons of keyword optimizing tips come out in this interview, like the importance of using your main keyword with the first 17 characters of product titles.
• There are also some important tools (on and off Amazon) sellers should use that Hannah hashes out for listeners. For example, email marketing will soon be possible for Amazon sellers to blast through the platform itself. In the meantime, A+ content gives brands a huge leg up in today’s more competitive e-commerce landscape. Listen in for how Hannah recommends brands make the most of A+ content and more.
• The longer people stay on a product page, the more likely it is they’ll add that product to their cart. That’s what all the strategies Hannah talks about in this interview ultimately lead to. She gives a great example of a lightbulb product page and how her client leveraged today’s visual and product data trends to 3X sales.

A love letter from our sponsor:

If you're a brand listening and you can relate, don't stop here! Visit the Amber Engine blog for more tips, strategies, and insights to sell more online. We love e-commerce, and our product information software (PIM) and data enrichment strategies simplify and speed up your rollout to Amazon and other marketplaces. Our clients launch in weeks instead of months, eliminate the guesswork, and enable interdepartmental collaboration to drive a winning presence online.

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