148 Building a Brand with Manuel Becvar Part 2 of 3
Building a Brand Off-Amazon
As we discussed in the previous episode, building a brand away from Amazon is a very good idea.
Amazon owns you and your listing. They control everything. They can suspend your account at anytime. If you sell exclusively on Amazon, that puts you in a difficult situation. It’s a good idea to have multiple selling channels. That way, if any one goes down for whatever reason, you have other sources of income. Amazon only accounts for about 20 – 30% of Manuel’s income. Now, if something happens to his Amazon account, it wouldn’t shut down his business.
Another reason for building a brand is that Amazon is a race to the bottom on pricing. If you come up with a new product, in a couple months a lot of sellers have copied it and now everyone is lowering prices to get sales. If you have your own ecommerce site or wholesale, you can dictate the prices as long.
Off-Amazon Sales Channel
When building a brand, there are several options when it comes to other sales channels. There is jet.com where you can signup to be a third-party seller. Wal-Mart recently bought them for $3.3 billion. You can also sign up to be a third party seller on walmart.com. When it comes to these these third-party selling routes, it’s important to bear in mind that it may take awhile to be ungated. For those in the UK, you can use tesco.com. The downside to these platforms is that you are still a third-party that is subject to Wal-Mart or Jet or Tesco, etc.
The best security would be owning the platform with Shopify. That way you control everything. It takes a lot more work than with Amazon as you don’t have the benefit of them shipping everything. However, the big issue is getting traffic. You can always find people on Amazon, but getting them to come to your site takes work, like all aspects of building a brand.
You have to work on SEO in order to be found. One strategy is to go to other sites where your target audience is. You can find forums or go to Reddit and talk to people that are interested in your category. For example, Manuel is selling VR products so he goes to a Reddit forum about VR and talks to people about a new headset Samsung is releasing. This can drive traffic to your Shopify store which will help your Google rank.
Ads are another way to boost rank and drive traffic. Google or Bing as are effective. You can use Facebook ads for conversion and email signup; not so much for selling products.
It can be more expensive and it takes a lot of work. But if you have good content, good SEO and traffic you can easily rank on page 1 or 2 of Google. That is building a brand that has visibility on the most powerful website on the planet: Google.