Anker is a well-known brand for portable chargers both to customers and Amazon sellers. Steven Yang, its funder, started Anker in 2011 after leaved Google. The Verge even said Anker is beating Apple and Samsung at their own accessory game.
Let’s have a deep look at what Anker is about and how it promotes products from the perspective of digital marketing.
Anker Brands, and Products
Anker, also named Anker Innovation, based in China, owns several brands.
Anker focuses on mobile charging accessories, including power banks, charging cables, and USB charging hubs. Anker also tries to expand its products line and it produces smart home appliances and security gadgets under the name Eufy, video projectors under Nebula, Bluetooth earphones, and speakers under Soundcore, and car accessories under the name ROAV.
By the way, if you are interested in vapor or e-cigarette, Jouz belongs to Anker.
Official website: https://www.anker-in.com/
With so many products, how does Anker establish its marketing strategy, especially in digital marketing?
We will dive into Anker’s digital marketing channels from web analytics, including search, social, content, affiliate, email, and community operation, and new product launch case study.
Anker Web Analytics
We can have a glance at Anker website traffic using Similarweb and Alex toolbar. It is not hard to find that Anker and its other brands perform best in the US, UK, and DE.
Anker.com has the most traffic, followed by euflife.com and soundcore.com and it seems that Seenebula.com and Goroav.com do not work well in terms of traffic. We can also check this on Google Trends.
- Not all brands work well, Anker > eufy > soundcore
- Search and direct traffic are the major traffic sources
- best markets are the US, UK, and DE
Anker Search Traffic
According to the SEMrush domain overview, we can conclude that Anker does not spend too much on PPC for its several brands.
Besides, NEBULA does not do a good SEO job. We can’t find NEBULA on SERP first page only when we search “seenebula”. They do not optimize the meta description, either.
Soundcore does not optimize TDK.
- Spend a little on PPC
- SEO TDK issue on Soundcore and NEBULA
Anker Social Media
Anker has several accounts for different countries on social networks. It is a challenge to keep brand consistent while act local.
For social media marketing, Anker appears to be not that focused. It does not have a large number of fans and much engagement on social networks. Perhaps it puts more energy on its own community rather than social networks. The second reason may be that tech products (chargers, soundbar, earphones) do not attract the social audience.
Anker does not verify all its accounts on Instagram.
Nebula last post on Twitter is on Sep 18, 2019
Roav last post on Facebook is on September 14, 2019
- The challenge of going global and act local
- Why consider social media as part of the digital marketing mix
Anker Affiliate Markting
Many merchants have their affiliate program for it is performance-based. Anker has its own affiliate program but when we search on Google we can not find what we want until we do it again on affiliate networks.
Anker Affiliate program on Rakuten only supports the US and limits its SKU for tracking issues-part of its product pages leads customers to Amazon.
Soundcore and Eufy have affiliate programs on CJ under different names of companies and with different account managers.
Besides the affiliate program, Anker has other partnership programs.
- Referral program
- Influencer program
- POWER USERS program
- Affiliate Program
Soundcore Affiliate Program
Eufy Affiliate Program
- Anker.com does not have an affiliate program page on its website and limits its affiliate program on specific markets and SKU for amazon store traffic redirection.
- Anker seems to outweigh the influencer program and referral program for its community.
Anker Content Marketing
We keep records of what Anker post on Instagram and Facebook.
Anker Facebook posts
Anker Instagram posts
- Anker does not post often on Instagram
- Most posts on Facebook are about the activity (test, giveaway, product notice) and review reposts from the authority websites.
- Posts on Facebook and Twitter are not always the same
- As mentioned above, Anker does not focus on social media
It can be said that the Anker community is successful.
For the purpose of positioning and differentiation of the five brands, Anker expands its communities.
- Anker community: http://community.anker.com/forum
- Soundcore community: https://community.soundcore.com/
- Eufy security community: https://communitysecurity.eufylife.com/
Several marketing activities to increase engagement and capture leads are worth learning.
- We Love Testing
- Amazon Livestream
We loving testing is a good way not only to test and optimize products and also to get influences to spread out the brand.
Anker giveaway is used to generate leads for its community. Once it grows its email lists they can use it for remarketing and prospecting on Google and Facebook.
Some customers explain that Anker giveaway activity always limits the geos to US, UK, CA, DE so that those outside these countries can’t participate.
Soundcore works together with BYGmusic for live music during COVID-19. This kind of activity can make customers feel warm during the hard pandemic time.
Livestream shopping is hot in China and Amazon takes it a try with Amazon Live. Anker Soundcore also tries this way.
Email marketing plays an important role for those who run Amazon stores because of Amazon’s restriction on promotion. Let’s take a look at how Soundcore does.
Newsletter subscription-welcome letter
New user registration
New user registration-welcome letter
email preference for different brands
New Product Launch Case Study
We track what Anker does on social media and its official website and Amazon store when it launches the new product-Anker Alkaline AAA Batteries.
For new product launch, the common tactic is as follows:
- use giveaways to capture new leads
- use coupons to attract customer
- use remarketing for cart abandonment
Activities usually have 3 stages: warm-up, go live, review.
I hope you can have a basic understanding of how Anker promotes its brands through digital channels such as search, social, content, affiliate, community, email.
Within the five brands, Anker is undoubtfully most successful and recognized by the public, and Soundcore and Eufy have done a good job as far as we can see.
The most important thing about marketing is creating, communicating, and delivering values for the target audience.