In order to define our strategy, we started by analyzing our target market and its size.

We then followed a plan integrated with the following elements:

Catalog Management

• Creation of correct parentages to boost sales on the products that needed to increase sales
• Listing creation and optimization from A-Z, with new products as the catalog is growing.
• Adding new variations and creating new listings that they offer and are not on Amazon.
• Heavy focus on FBA catalog development by helping to convert listing from MF to FBA.

Marketing & Design

• We used the brand’s mission and assets to create compelling A+ Content, Infographics and Copywriting to address the customers’ lifestyle communication needs. 
• Focused our proprietary process on SE to improve ranking, indexing and traffic.
• Used our SEO phases in combination with copywriting and creative to help boost sales and conversion through a clear branded message.

Advertisement

• We created campaigns with the main keywords, competitors, category, video and defensive targeting of our main competitors and our products to avoid customers window shopping in other listings.
• We continuously create value through posts so customers looking for solutions know our products.
• Spending on PPC strategically (maximize investment since the shoes space is crowded).
• PPC campaigns updates prior to the change in seasons and consumer behavior.

Account Health

• Inventory management to maintain a healthy IPI score (again due to the large catalog and many SKUs since each style and variation has several sizes).
• Auditing sell-through rates and processing removal orders to Tent and Table’s warehouse as needed.