Building Brand Awareness Through Marketplaces

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Building Brand Awareness

With the ease of ordering online and the increase of people working remotely, online marketplaces have become essential places for brands to be present for both products and services. Hundreds of platforms exist that range from very specific marketplaces to wide-ranging marketplaces. 

With the help of these platforms, brands and retailers can both find audiences with a high level of engagement. However, it can be very easy to get lost in the crowd on some of these platforms. If it is best for your brand to have your product or service on marketplace platforms, it is important for you to invest time into learning how these platforms operate and how you can best utilize them.  

The good news is you won’t have to figure out these platforms on your own. The most successful platforms actually offer marketing features within their platform to help sellers and brands find the right consumers. However, that doesn’t mean they do all the work for you. It’s extremely important to have a strategy when using marketplaces to ensure your brand is seen by your target market. 

Controlling the Perception of Your Brand

When you bring your brand to a marketplace, you don’t have the advantage of controlling the way the website looks and feels like you do with your own brand website. Because of this, it is up to you to use what features of the marketplace you can to communicate your value.  

 Choose the Right Marketplace

In picking the right marketplace for you, you want to be sure your brand fits. If you go with a platform like Amazon, chances are your product will fit. But if your brand’s products are car parts, you aren’t going to want to be on the Etsy platform. Likewise, if your brand offers a service, then product-driven marketplaces aren’t right for you. You should also pick a marketplace with a quality technical platform. If listings appear chaotic and haphazard customers will struggle to find products, and the probability of them buying a product decreases greatly. 

Make Your Product Appealing

In a marketplace setting where there will probably be other products similar to yours, you want to make sure your product image grabs the customers attention. If you know you are going to be utilizing a marketplace, you may want to put more attention on the aesthetics of your labeling design. You also want to be sure you have high quality images to post of your products. If your images are poor quality, the perception is that your product is poor quality as well. 

Choose Your Product Titles Carefully

Just as keywords are important to your SEO, the same logic applies to labeling your product. You want to be clear about what your product is as well as appeal to your target market. If you are not confident in your title choices, most well-established marketplaces have someone to help you in that process. 

Building Awareness of Specific Platforms

As we mentioned before, there are hundreds of online marketplaces out there. It would be impossible to address each one, but for the general market, there are important tips to remember when joining each one so that your brand is set up for success. 

Amazon

Researching the competition on Amazon is essential. Doing a deep dive into relevant subcategories and conducting a Share-of-Voice analysis can provide you with the information you need to see the most competitive brands, page display trends, and average price-points. Based on this information, you can then decide how you want to differentiate yourself from the competition. 

The obvious way to differentiate your brand is through price-points. But your content can set you apart from other products as well. Being concise, thorough, and yet inviting with your page content improves the overall perception of your product and increases the likelihood a customer will buy it. 

Another approach you can take to increasing your brand awareness on Amazon is to get previous customers to write reviews on the product page. Amazon’s algorithm ranks products higher on the page if they have numerous positive reviews. The better your product is ranked, the more potential customers will see it. 

Etsy

Since Etsy is a marketplace for artists and crafters, it may seem like products already stand out on their own, but that is not always the case. Despite your uniqueness as a crafter or artists, other people will be doing similar work to yours. So, it is important to utilize the platform to make your work stand out. 

On Etsy, one of the best ways to grow your brand awareness is by joining the community. If you are active in the forums, by providing feedback to other sellers or asking for advice, you are increasing the amount of people familiar with you and your work. The Etsy community is also a hub for opportunities for sellers to participate in pop-up shops, craft-fairs, and meetups within communities. Taking advantage of those opportunities increases your brand awareness and network. 

Managing your titles and tags on Etsy is a bit different than other platforms. Since Etsy products are unique to the seller, you want to be sure to use all relevant keywords so that your product appears in as many searches as possible. Whereas in other instances you don’t want to overuse keywords, Etsy SEO is the opposite. 

Ads on Etsy also differ from your traditional pay-per-click programs. On Etsy, you set a daily budget for how much you are willing to spend, but then your product applies to a search, Etsy runs an auction for relevant advertisers. Essentially, if you want to pay to get better visibility on Etsy, the highest bids get the highest positions meaning you will have to invest in a hefty daily budget if you want to benefit from ads. 

Finally, you can take advantage of connecting your Etsy store to other sites like Pinterest. Pinterest is also a hub for all things crafty. On Pinterest you can create product-rich Pins. A product-rich Pin includes your listing’s picture, pricing information, title tags, ratings, shipping information, and description, as well as a callout button directing shoppers to your store.

Fiverr

With service based marketplaces, building your brand awareness has a lot to do with your customer experience and your reviews. Whether your gig shows up on page 1 or 10 depends on the quality of service you provide. However, if you are just getting started, then you may need to play the system a bit to get you noticed.  

Especially in the gig market, developing trust between you and your customers is key. You want to be reliable and easy to work with. One way you can start to communicate that with potential customers is to add a video to your gig and get in front of the camera yourself. Highlight your work and how you can best help the customer. The personal touch helps clients get a better understanding of who you are. 

You can also make sure your descriptions are of good quality. You want to be specific and concise, yet also provide a hook that will interest clients. On the platform you also have the option to include images. Make sure your images are the best quality so that it is clear to potential clients what they can expect. 

If you are just getting started, it may be in your best interest to significantly lower your price for a little while. You are more likely to get orders with competitive pricing, and then, as your client base fills and your reviews can boost your awareness, then you can bring your price back up. 

Upwork

On Upwork, your headline is one of the first things clients see on your profile. Most people new to Upwork make the mistake of putting a job title in their headline. Instead, consider putting a results centered message in your headline to attract clients.  

Much like Fiverr, your previous customers matter in building your brand awareness. If you have any testimonials, considering including one in your profile. If not, make sure to ask a previous customer for a testimonial or get one from one of your first clients on the platform as soon as possible. 

 It should seem like common sense at this point, but in a service based marketplace, you communication on your profile should be about the client. Curate your content so that it is results driven and what you have to offer is clear to the client. 

Moving Forward

The advantage to marketplaces in order to build brand awareness is in the possible opportunities. However, sometimes the time and money spent to get those opportunities may not be worth your while. If you decide to use a marketplace, keep manageable expectations. It will take work on your part to get going, but when you do, you could see immense success. 

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Chapter 1: Getting started

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Chapter 2: Coronavirus Cyberattack Statistics

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Chapter 3: General Cybersecurity Statistics

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Chapter 4: Phishing & Email Attack Statistics

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Chapter 5: Industry Cybersecurity Statistics

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Chapter 6: Privacy Statistics

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Chapter 7: Privacy Statistics

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Chapter 8: Privacy Statistics

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