Hire Technicians NOT Marketers for Amazon #6

Send us a text

Selling on Amazon is a game of finding Where’s Waldo. You need a technician to find Waldo. You know how each page has a different setting? That’s Amazon. A marketer is better at running the same playbook over and over again, traffic, and conversion. A technician can troubleshoot anything. Your Amazon company will be far more successful if they hire technicians. 

Mar·ket·er: a person or company that advertises or promotes something.

Tech·ni·cian: a person skilled in the technique of an art or craft.

Where's Waldo?

• Troubleshooting brand registry
• Product detail page removals
• Logistics and storage issues
  • LTL shipments, ever met a marketer who with no prior amazon experience who has made an LTL Shipment? For a technician it’s just another jigsaw puzzle. To a marketer it’s overwhelming.
  • Now imagine telling them go to the warehouse and build a pallet - we’re going to stock out and the warehouse is behind.
• Liquidation
• Algorithm changes
• Ad management is technical not marketing, equation based
  • ACOS/TACOS
• Locations to hire talent
  • BetterTeam.com - shows everywhere
  • LinkedIn got me a great hire
  • Local community, Church
  • Referrals
  • Past companies you’ve worked at
  • Local community college - I haven’t gotten this one to work for me yet.
• Can’t get something done, what do you do? Ticket, research, research, test.
• A/B testing
• Things constantly changing
• Stranded inventory
• Alt text keywords of photos - an SEO technical aspect
• Launching new marketplaces
• Reporting
• Europe
• Vat/taxes/customs/imports
• Converting inventory to MFN or FBA. Btw, here’s a great tip - create duplicate skus in your inventory so that if FBA ever stocks out, MFN is already to go.
• Lastpass
• Communication channel use
  • Slack
  • Skype
  • Hangouts
• Vendor Central and Seller Central hybrid approaches
• Refunds and clawbacks. Plug for www.myrefundguy.com to get cash back from Amazon that they owe you.
• Multi-channel fulfillment orders.
• Setting up technology.

Things a marketer will do better at:

• Content production
• Taking a sales call
• Shooting promotional videos
• Creation promotions and coupons, knowing when to do them
• Project management

Support the show