This is a common challenge for e-commerce brands. Amazon sales can quickly grow and account for an excessive percentage of total revenue leading to concentration risk. So diversifying your revenue sources is important but not always easy to accomplish.
If you're operating your own e-commerce website, Google will be your main source of traffic and sales. A combination of effective PPC advertising and SEO is essential to generate substantial revenue to your store.
On the SEO side, the best way to growth hack your way to page 1 of google is co-marketing. Contact other established businesses that offer products commonly paired with yours, but not competitors. For example if you sell grill cleaner, contact grill manufactures. Suggest a co-marketing deal where you post a blog article with backlink to their site, and vice-versa.
This will allow you to quickly grow your backlink profile with links and traffic coming from relevant sites. Your store will begin rising in the Google search results and you'll see an increase in sales. You'll also start getting the attention of distributors who will be essential to getting your product in B&M stores! Best of luck!
After validating online price points and demand for a product I sold on eBay and Amazon, my business partner and I invested in our own website, which we made more profitable in under 5 years than the same product being sold in 16,000+ brick and mortar stores across North America. Bricks and mortar stores are just extensions of Amazon - tight margins, and ready to replace you at a moment's notice, and audiences you don't own. If you have a strong product, going from Amazon to your own website first, and then expanding to bricks and mortar later is the way to go.
In one call we can build out a GTM roadmap together. But it will primarily focus on contextual advertising, retargeting, and (depending on your niche) SEO, with a few secondary layers: other ad platforms, Social, Partnerships and Affiliates.
To get into bricks and mortar, it depends on your product. The beginning requires strategies to ensure that store leadership is getting regular inquiries about the availability of your product, and that once in a store you are showing consistent results for them to keep you past an initial trial period. But even then, margins will always be tighter - and customer relationships impossible to establish for repeat sales - in physical stores compared to your owned webstore.
Expanding an Amazon brand to other markets and getting brick-and-mortar stores to stock your product requires a thoughtful approach and strategic planning. Here are some strategies to consider:
Market Research: Conduct thorough market research to identify potential target markets and assess their demand, competition, and cultural nuances. Look for markets where your product aligns well with local preferences and has the potential for growth.
Localization: Adapt your product and marketing materials to suit the target market. Consider factors such as language, packaging, branding, pricing, and any necessary certifications or compliance requirements. Tailoring your product to local preferences increases its appeal and marketability.
Establish Partnerships: Seek out local distributors, wholesalers, or retailers who can help you penetrate the brick-and-mortar market. Build relationships with these partners and demonstrate how your product can benefit their customers and align with their business goals. Provide them with marketing collateral, sales support, and incentives to encourage them to stock and promote your product.
Attend Trade Shows and Events: Participate in industry-specific trade shows and events in your target markets. This allows you to showcase your products directly to potential buyers, network with industry professionals, and gain visibility in the local market.
Offer Incentives: Provide attractive terms, discounts, or exclusive deals to brick-and-mortar retailers to incentivize them to carry your products. Consider offering introductory pricing, volume discounts, or co-marketing opportunities to entice them to stock and promote your brand.
Build Brand Awareness: Implement targeted marketing strategies to raise awareness of your brand in the new markets. Utilize social media, online advertising, influencer collaborations, and local PR initiatives to increase visibility and generate interest.
Provide Excellent Customer Support: Ensure your customer support is responsive, helpful, and reliable. Positive customer experiences lead to word-of-mouth recommendations, which can help drive both online and offline sales.
Monitor and Adjust: Continuously monitor sales, customer feedback, and market trends to make informed decisions and adapt your strategies as needed. Stay flexible and be open to refining your approach based on market feedback and changing dynamics.
Remember, expanding into new markets and securing brick-and-mortar store partnerships takes time and effort. It's important to be patient, persistent, and adaptable throughout the process. Seeking the guidance of industry experts or local consultants who have experience in the target markets can also be valuable in navigating the challenges and intricacies of expanding internationally.
