Despite the strength of its parent brand, Amazon Business (Amazon’s marketplace for professionals), has struggled to penetrate the market. Our challenge was first to understand the target audience and then to determine the best approach to engage them.
When a well-known name isn’t enough.
It goes without saying that Amazon is one of the world’s most influential companies. However, Amazon Business, their purchasing platform tailored specifically for freelancers and businesses, faced considerable challenges in attracting leads and converting them into registered users.
The brand’s relative infancy, having been launched in July 2020, was a primary obstacle. But other hindrances included a less-than-optimal user experience making it challenging to understand the product on offer, as well as poor SEO and content positioning, which was overly geared towards large corporations — a minor segment of their potential clientele.
Defining Buyer Personas and their Customer Journeys.
The first step to targeting customers was understanding who they were: their circumstances, needs, challenges, the main benefits Amazon Business could present to them, and any pain points they might encounter when registering on the platform.
To this end, we conducted over 400 surveys using the Global Consumer Survey tool from Statista, targeting Amazon Business Spain’s key demographic: small businesses and freelancers. This research allowed us to identify six distinct buyer personas and their associated customer journeys.
Freelancers and small business owners found a plethora of benefits to using a tool like Amazon Business: thousands of suppliers on one platform, special prices, leveraging Amazon’s logistics for their business purchases, and more.
However, survey participants also highlighted the challenge of locating information on the website about the platform; its advantages, products, services, and costs. This lack of clarity was pivotal when attempting to convert leads. As a solution, we revamped the site’s architecture to make it more intuitive and navigable, tailoring it to the search interests of potential Amazon Business customers.
Additionally, we faced challenges with Amazon Business’s positioning on Google. Users primarily accessed it via Amazon’s main website, and the brand’s visibility on search engines was lacking. The brand’s relative obscurity to the general public didn’t help, evidenced by very few searches for “Amazon Business.”
In addition, the organic terms the platform wanted to rank for were ineffective, not aligning with the target audience’s interests or usual search patterns.
Reversing the situation.
To tackle these issues, we devised a three-phased action plan. First, we carried out an SEO audit to pinpoint the site’s main technical issues. We then undertook comprehensive keyword research, rooted in the buyer personas and customer journeys, to ascertain which keywords might best position the brand for the target audience.
Armed with this data, we moved to the second phase: a complete overhaul of the website’s content architecture. This wasn’t just to make it more SEO-friendly; we also aimed for a clearer, more direct user experience.
Lastly, we launched the Amazon Business blog, regularly updating it with valuable, high-quality content centred around the themes identified during our keyword research, particularly focusing on the target market of small businesses and freelancers. The blog content aimed to answer queries on topics like invoicing, potential financial aid, various tax models, and so on.
The objective was to offer valuable insights and support, positioning Amazon Business as the go-to companion for small businesses and freelancers in their daily operations. By doing so, we successfully increased web traffic, significantly raising Amazon Business’s profile among the target audience, and ultimately converting them into registered users.
Achieving the goal.
Throughout this process, we continually monitored the implemented changes to uncover new keywords and themes to feature on the blog, whilst assessing the effectiveness of the revamped content architecture and the addition of new landing pages.
Over the year-long project, we achieved a 498.46% surge in organic traffic and a staggering 1,410.85% increase in ranked keywords, attesting to the strategy’s resounding success.