10 Ways Australian Businesses Can Compete With Amazon
Mention ‘Amazon’ and we see positivity drain from our client’s eyes.
When we mention beating Amazon using analytics the reaction is the same. We understand. If we could personify them they would be superhuman giants. Amazon would be an orange and black Hulk. But bigger!
So, let’s start this article with an analytics winner!
We worked with an Australia client (who will remain anonymous to maintain steady analytics and unwanted publicity for their sanity) who successfully crashed a multibillion-dollar competitor. By crash we mean their Australian company listed stock crashed more than 40% within the year they went live.
Their success was heavily based on their marketing campaign. A lot of high-quality content, link building campaign and generally a strong market desire for such a product.
We live in an era where public perception can switch VERY quickly. Data wildfire that occurs on social media is a huge contributor. Camps can swarm from one company to another quicker than ever before.
For example, have you noticed how quickly the major social media platforms have installed applications that alert a users ‘online’ usage of their device? Why? They respect the nature of today’s society and the health concern of too much screen time.
Being a small- medium-sized business has a lot of benefits. It’s kind of like the very rich person and an Aussie humble battler. People like to see others succeed but not too much success. It’s all about keeping the business balance of the ‘haves’ and the ‘haves TOO MUCH’. This is exactly why listed corporations chop up their assets into smaller ‘people will accept’ friendly sized companies under their hidden corporate umbrella that no one really knows about.
But you might say “But Amazon is ginormous’ True. But they are made up of a million bite-sized businesses we all know that. Otherwise, this system would not have ever taken off. So what are the benefits a bit size business has?
10 TIPS TO COMPETE AGAINST AMAZON: IN ODER OF YOUR ABILITY AND ITS INABILITY.
1. Customer service
If you are NOT a people person and you are going to take the calls and send out the emails shut your doors right now.
You will never make it against Amazon. Amazon has a very long list of many things going for it and ‘customers service’ is a huge winning factor for you.
What Amazon doesn’t have and probably never will have to keep their budget books in check is their customer service. Excellent customer service is VERY expensive. So if you are not going to provide an awesome journey for your customers and your product is being sold on Amazon start looking for alternative options.
2. Super easy, Super fast, Super cheap delivery
Many people will say l can’t compete with Amazon’s delivery strategies. It’s too fast, it’s too cheap. Their network is too great.
Wrong. You actually can. Logistics is a booming industry in Australia. More and more delivery companies are jumping onto this bandwagon every week. Our statistics from Gumtree, Airtasker, Seek, and Career One proves it. Logistics will continue to become cheaper as time progresses.
As long as an Amazon product can’t be printed a users home you are in the same playing field as them. So refine your checkout process to be 100% UX friendly, have a super fast checkout system and action it.
Remember, we live in a world where our attention span is being shaved off by seconds every year so this actually is a consumer demand. It’s not really a business owners choice. We are in the “l needed it yesterday attitude” Unless you sell a product so rare and unique that no one else has and there is a queue for it.
Do absolutely everything to win your customer with convenience.
Convenience is providing something the customer hasn’t had to email, call or online chat to you in order to receive something.
Surprise your customer by how incredibly easy and smooth and affordable your delivery is regardless of where they are in Australia. Achieve this by having minimal steps and make the best option included and the even better option at a price.
Let Amazon be your inspiration, not your headache.
3. Presentation and professionalism
There are countless products on Amazon that only have 1 photo. And it is often taken from the wrong angle, it is pixelated and product variation is in the wrong colour.
Use the professional website that you have entire control of as your advantage. It’s your billboard.
Ask yourself. If you were to pay AUD$15,000/month for a billboard in Australia would you choose THAT photo of your product?
Take professional hi-resolution photos of your products or even better! Also, take a video of it. Videos are a growing marketing tool for products because customers really get to see and know what they are buying.
Amazon IS a trustworthy company. Users KNOW that when they buy from them they are sending their money to a company that does exist and so does the product.
If your company is relatively unknown try and deliver provide info and proof that you do exist. Use Google business, include your ABN, Include the business address in Australia, phone, email. The more info you provide a customer the greater the trust scale will notch. And most importantly ensure your web pass all the Google tests.
4. Creative LOCAL Content
Location, Location, Location, Content, Content, Content. These are two massive factors that Amazon don’t currently have but in the future, we can imagine seeing bricks and mortar Amazon. Wholesale Foods is a good example of how they have already unrolled this in the US.
Flaunt the fact your business is based locally. If it’s in Sydney or Melbourne then this factor should be loudly out there on your online presence. We don’t need to mention to you that if its Australian owned, Australian operated this is also on your website. All this knowledge will help you gain a network local followers and regular customers within your locality. Include info that is related to their environment. This is 100% something Amazon CANNOT do.
5. Local Events, Local Markets, Local Expos, Local B2B…
Take your business to town. Literally, take your business to town. Get people to see your brand and what your business is. Marketing your business at the local level is the best way to build up your business. Sydney exhibition center, Melbourne Expo. Any expo that is in Australia that has potential buyers for your product should be looked into.
Don’t forget to market your product in a way that would look absolutely horrendous on Amazon. Why? Because then your customers will only buy it from you.
Imagine selling stellar organic honey from a unique plant located in the forests of NSW. You have incredible photos, videos, reviews, and commercial buyers. You also, have certifications you even have a subscription service. How does this honey suit sitting next to a mass-produced platform such as Amazon? It won’t. People won’t appreciate it for what it is because the Amazon brand is a mass market.
Market your product for every pixel it is worth. People will recognise the difference.
Flaunt it, rave about it, do social media outreach to your niche target market, and establish that quality close connection only one platform can offer. Not one platform with million other sellers screaming over your message.
6. Amazon can’t say it but it wishes it could!
We will give credit where credit is due. Amazon is incredible. From a bookshop to a global marketplace dabbling into EVERYTHING.
And a company that literally stocks everything in one warehouse is something no one would ever have predicted. But with size and immense capability comes its drawbacks. The size factor is one you can positively absolutely always profit on. It’s marketing psychology 101.
List every single short keyword and long keywords you can say and they can’t. Or they can’t but the user will mentally laugh when they read it and include it in your content.
Find all the benefits you can offer your customers in Australia which Amazon never can and milk that marketing cow for every drop. It works. Our client at the beginning of this article did!
7. Staple, Stable Customers
Focus on ‘Lifetime customer value’. This should be on on the top of your to-do list.
These customers will pay the bills. They are reliable great assets to have. One transaction is great but a continual flow of transactions even if not on a monthly basis is your aim.
The ultimate aim for marketing is forming a relationship and maintaining it. Just as relationships take effort with your family and friends so do relationships the moment someone subscribes. So focus on keeping any online traffic for the long term.
8. Modestly Flaunt What Works
Don’t sell anything within everything. Sell everything within something.
To succeed in getting to the first page and to gain respect from customers it’s a lot easier to focus on a few keywords and monetize on them. If you dilute your pool with too many keywords it will be difficult to maintain or even get to page 1 or 2.
The moment you attempt to sell a massive array of products you lose your skill and users will begin to be reminded of businesses that do that. Such as Amazon. Unless you want to rent out island sized warehouses in Australia and around the world you may want to reconsider this.
It is possible to be the next Amazon but even Amazon started off as a bookshop. And it took many decades until it got to this level.
In addition to that Amazon also established itself during an online time period that cannot be repeated. So you will need to break some new uncharted territory.
Here is a true story analogy that businesses may find very handy when faced with massive competitors that seem to get bigger, stronger and better with each day.
There was a Qantas plane flying from Sydney to Hong Kong a few years ago. It was the massive flying elephant: 2 decker jumbo doing its maiden trip. For this reason, it was carrying in the cockpit many engineers and the top Qantas brains to monitor the flight.
During the flight, an emergency warning alert went off. As they tried to resolve this warning another went off and then another.
After a few minutes, there were so many alerts going there was a ‘mentally chaotic’ situation in the cockpit.
The crew did something very wise. They stopped paying attention to the warnings and began to test what WAS working. The plane safely landed.
This lesson for many ‘business pilots’ out there. But also a lesson in life.
A business may sometimes feel that nothing is lining up. But, when we look at the backend of businesses we often find golden nuggets that the owners never knew they had. We see fields of gold that they neglected to pay attention to or simply ignored because we were focusing on areas that reaped the minimal reward of any kind. And often they go into admin because of this oversight.
9. Be Swift in Market Movements
Keep an eye on the trends and insights within your industry and be the first to sell and promote products and services that will soon flood the market.
It’s all about being one of the first on the bandwagon. There is usually a few months delays for trends to arrive in Australia and to be just in time to gain the top dollar rewards for jumping on the trend early.
If you go in too late you are going to compete in a price war and with businesses that are onboard just for that trend. Businesses are set up overnight and they are also shut down overnight too. The benefits of competing with these overnight businesses are minimal as it is all about making profits from low margins on quantity rather than quality.
So, tap into the future trends of your market through analytical tools and systems and maintain an eye on your competition who have a residence in the Amazon mansion.
10. If it’s not selling do a sellout
If we go to a bakery and we see an old cake growing mold would we stay? No.
Do customers know what product has been on our site for a long time? No. But your aim is to have return customers so they might know.
Technology changes in every industry. Even farm fencing technology changes every year. There are constant advances so keep up to date with these improvements and also use Amazon for this! They are always on top of the latest advancements. The latest trends and market predictions sell for top dollar and in larger volumes so make sure your business rides that wave.
Products that don’t sell will also take up website space, content that may de-rank your site so keep your business house in order and imagine your products as food on the display window. You wouldn’t keep it if you owned a cake shop so why keep it like any other business owner?
We leave you with a gold nugget
In order to compete with Amazon, all the above points will definitely help your business.
However most of all: Your business team needs to confidently know your target market and breathe in tune with them. We mean product right? NO, we mean your target market.
Amazon was creating and continues to be modified and adapted for 1 reason. To better suit its target market. Yes. Even they have a target market.
It’s common sense notion for marketing but it’s the fly in the room that many businesses find to be annoyingly hard work and one we work to consciously forget to spend the right resources on.
So, be a professor within your market. Always refer back to them. Your product is important but attention to your market is even more important.