Amazon seems to be taking over everything in the business world. From buying up major retailers like Whole Foods to the recent announcement, they were scouting locations throughout the U.S. for a new massive facility. Amazon is also apparently working on their own delivery service, and many small businesses are left standing and wondering how they can possibly compete.
Maybe not even compete so much as find their own unique way of doing things that will allow them to stay relevant in an Amazon-dominated marketplace.
Below are some tips.
Emphasize the Personal Element
With all of your marketing, whether it’s an animated video, a piece of content, or something you share on social media, the best thing you can do to set yourself apart from Amazon is making a personal connection with your audience.
Let your audience see who and what your business is, and give your business a face and a personality.
This is something Amazon will never be able to compete with, and it’s a completely impersonal shopping experience in almost every way.
You should also make sure your customer service is above and beyond, always. Your customers can call you and know they’ll get a real person who’s concerned about their concerns. That’s something that an online marketplace like Amazon can’t replicate, no matter how hard they try.
When you’re buying through Amazon, it feels exactly like what it is. You’re shopping online, on a huge retailer and it’s just the product, the reviews and you.
With some creative and steady content marketing you can create a community, further the connection your audience feels with you and build relationships. Your customers will want to come to you because you offer them a unique component of value, as opposed to what they would get on Amazon.
You can become an authority in a specific niche that will allow you go beyond simply trying to sell to your audience.
Let’s face it, we all judge a book by its cover. We want to connect with brands and products that look and feel a certain way, and this creates an emotional connection. You’re probably not going to be able to compete with Amazon regarding product pricing, selection or even convenience, so you should go ahead and face that fact.
What you can do, however, is give your customers an elevated experience. Start with your website. Make sure you have a beautifully designed site that just feels like something special. You can also do the same in your store and on your visual social media platforms.
You want to become a lifestyle brand, no matter what niche of a person’s lifestyle you’re targeting.
Finally, include details of shipping in your marketing. Maybe you give free shipping and returns, or if your audience is primarily local, maybe same-day delivery. You have to offer something in terms of shipping because consumers have become spoiled by Amazon, and you need to be able to offer your own value in this area.