In the strategy of positioning on Amazon it may also be useful to integrate your own brand website or a thematic mini-site for a flagship product.
In fact, Amazon greatly rewards products that manage to bring external traffic to its store, and the best way to get this traffic is to have a website.
In addition to ranking factors, having one's own hub on which to focus some organic or paid traffic can bring several other benefits, such as customer loyalty, brand growth, and demonstrating some assurance of reliability (just think of the "about us" page to explain to customers who it is that actually manufactures or imports a product).
In this guide, I want to explain the advantages and disadvantages of having a business website if you sell on Amazon FBA.
Benefits
Brand Affirmation
Having a website is vital in establishing brand presence. Nowadays, the main sources of information can be grouped into two macro-sets: social and search engines.
Once they learn about the existence of a brand, they look for information mainly on Facebook (to a lesser extent other social media such as Twitter, Instagram etc...) and on Google (to a lesser extent other engines such as Yahoo o Bing).
Every self-respecting brand should have a presence on these channels. But I want to highlight at this time the particular importance of having a presence on Google.
When a potential customer searches Google for your brand name, he or she is likely to receive only your Facebook page (which obviously needs to be created as soon as possible) among the results.
Although a Facebook page is a great marketing tool, it has limitations because of how social works itself.
Having a site means asserting a significant presence on Google as well: just think of the possibilities that structured data give to tell Google the company's contact information for which you will have in the serp (results page) the possibility of immediately displaying a phone number or map with the company's location.
Reliability
Users browsing a site can also immediately ascertain the reliability of the company, so it is vital to have pages explaining the mission of the company, the corporate history and other data such as location or vat number.
Having a clear idea of who makes the product can greatly increase sales, because you know who you are buying from, whether there is a refund policy, whether there is support, whether there is an option to possibly download a manual or a page to file complaints or ask for explanations.
Lead generation
Another aspect I want to emphasize is also the possibility of generating qualified leads.
On your site you can include a newsletter subscription form on which you can go to place offers or new product launches, which allows you to have a User base that can be contacted directly.
Unlike a Facebook page where posts can be viewed or not, with a newsletter you can go directly to contact your members.
There are many mail marketing tools, my favorite is GetResponse.
In addition, you can create landing page with special one-time offers or discounts, using, for example, a fantastic tool such as AMZPromoter (find here a description).
Disadvantages
Time
Obviously having a site requires management that can take time away. In this case, the disadvantage is minimal because we are not talking about a site that needs to be constantly updated, but requires very little maintenance.
Using free platforms such as WordPress for example, we can update the system automatically, so we are always safe from tedious manual installation.
Cost
Creating a website obviously has costs. These can be summarized as costs of:
- hosting and domain
- development
As for hosting and domain, we are talking about very low figures. With less than 5 euros per month you can avee quality hosting on SiteGround one of the best hosting currently in circulation.
Also on SiteGround the domain is free For the first year.
Developing a corporate site can run around 600 to 800 euros, but it can also be done on your own by following online guides for the more geeky.
