DTC POD: Scaling your brand on Amazon with Mina Elias from Trivium LLC.

This week’s episode of the DTC Pod features Mina Elias, Founder of Trivium Group LLC. A full-service Amazon Marketing Agency.

They create solutions for brands and start-ups looking to grow and scale on Amazon through account management, DSP management, PPC ads & more.

Currently, Elias is running 170 brands and 83 employees.

Join us as we talk about how to scale your brand on Amazon, strategies for conversion rate optimization, and how gray & black hat tactics could kill your brand.

• 3 Big Lessons from Mina

• Lesson #1: Amazon Sales are essentially a Sales Funnel.

• Lesson #2: Amazon advertising trends for 2024

• Lesson #3: How to scale your paid keyword selection.

  • DTC Job Positions!

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3 Big Lessons from Mina

Lesson #1: Amazon Sales are essentially a Sales Funnel.

Amazon essentially works like a sales funnel:

• Impressions: When you create ads on Amazon, you're showing up in the results and you're getting impressions. 

• Clicks:  A certain number of those impressions turn into clicks to view the listing. It depends on several things, including:

  • Your price.

  • Your reviews.

  • Your star rating.

  • If you're prime.

  • If you have discounts or coupons, badges, or things like that.

  • Having a good main image.

• Conversions:  A percentage of your clicks will turn into paying customers. Keep in mind that there are factors that affect conversions. Primarily the title, the rest of your images and videos, the bullet points, the reviews in the star rating & discounts or coupons.

Things like premium content, a brand story, images, and reviews can also affect and improve the page’s conversion.

Every keyword is its own funnel, and all of them together form your bigger funnel.

Lesson #2: Amazon advertising trends for 2024.

2024 seems to be the year of focusing on lean operations and profit maximization. Success is not solely dependent on ads; instead, the key to addressing challenges involves several crucial steps, including:

• Maximize Click-Through and Conversion Rates: Ensuring high click-through and conversion rates is foundational. While ads play a role, the effectiveness of your Amazon strategy hinges on these metrics.

• Enhance Average Order Value: Explore strategies to increase average order value, such as leveraging "Subscribe and Save" and "Frequently Bought Together" options. 

• Implement Efficient Systems for Ad Spending: Establish clear systems and processes for your advertising budget. This includes setting daily budgets, testing budgets, sales thresholds for adding negative keywords, and ROAS targets to ensure no wasted spend.

There are other trends, like optimizing for a shopper’s experience, inventory management, improving product presentation, and more, which were discussed in the episode. 😉

Lesson #3: How to scale your paid keyword selection.

Mina says this is entirely dependent on your budget, but it’s all about optimizing for the most effective keywords. Amazon is very dynamic because it's human behavior.

How much you spend depends on the number of people who are shopping that day. So it's impossible to predict.

For example, let's say you want to spend $100/day more on advertising, and it's $1.50 per bid. Launch 10 keywords.

You now have ten $1.50 keywords with different match types: 5 broad, 5 exact. You test them out and once you see the results, you rinse and repeat.

At this point, ask yourself “Did I spend 100 or did I not?”

Which will lead to one of two results:

1. I didn't. Okay, let’s launch more keywords.

2. I did. So let's cut down on some of them, or lower the bids.

Over time, you start accumulating more and more keywords that are working effectively. 

That’s the cycle of paid ads with Amazon in a nutshell.

DTC Job Positions!

Join Glossier as Director of Lifecycle and Retention

Job Description: Lead global CRM vision, strategy; inspire teams, partner across organization for impactful customer retention.
Responsibilities: Create retention roadmap, coach lifecycle marketing team, own metrics, drive experimentation and personalization strategy.
Benefits: Competitive salary range, equity, medical insurance, 401K, PTO, disability leave, COVID-19 vaccination accommodation.

Join Magic Spoon as eCommerce Manager

Job Description: Drive Amazon demand, optimize listings, manage inventory, analyze data, and implement SEO and PPC strategies.
Responsibilities: Own Amazon and retail media strategy, ensure product visibility, collaborate on inventory, analyze sales trends, and optimize ads.
Benefits: Competitive salary and equity, 100% health coverage, 401(k), generous leave, catered lunches, unlimited cereal, and inclusive culture.

Join Elvie as Digital Marketing Manager

Job Description: Craft, and execute digital marketing strategies across channels; manage performance marketing, drive customer acquisition, and optimize conversion.
Responsibilities: Oversee digital campaigns, manage agency relationships, conduct data analysis, optimize SEO/PPC, and lead D2C initiatives in international markets.
Benefits: 9-day fortnight work schedule, flexible working, share options, generous leave, development allowance, parental leave, healthcare, pension, Elvie product discounts.

That wraps up this week’s newsletter!

As always, reply any time with thoughts, questions, reactions, or ideas for future issues. And don’t forget to follow us on Twitter to unlock new episodes of DTC Pod each week!