Amazon has grown as the most successful eCommerce platform in the world, and so have the challenges of being an Amazon Seller. The days of basic SEO optimization is just not enough to keep with the vast number of sellers anymore and that number continues to grow every day. Individual sellers are now implementing marketing strategies previously reserved for big marketing name-brands and firms.
While affiliate marketing is a popular strategy to drive sales and generate great online revenue, the only area that has become increasingly popular with sellers is social media advertising. Unfortunately, many companies aren’t using social media or are making mistakes while doing so.
It’s not just about getting the most traffic at the lowest CPC (Cost-per-Click). You must create a game plan for approaching social media advertising. Otherwise, you’re just wasting your advertising money and potentially hurting your Amazon listing optimization.
The best way to reach your target audience on any social media channel is by creating content, including written articles, infographics, quotes, and video posts, product images for ecommerce – anything that will grab your audience’s attention.
Once you have their attention, however, you must then decide how to convert them into customers. Below are three different strategies you could utilize in your campaigns.
1. Traffic Directly To Your Listings
This is by far the least complicated technique and can be implemented quickly by anyone. You can use ad or your social media post to send consumers straight to the listing or to a landing page on Amazon.
Many sellers use a super URL, where they link to their product using a particular keyword that they’re trying to rank on. The main goal of this strategy is to get additional sales while improving visibility for that search term.
Unless you’re marketing to an audience of previous consumers that you know are interested in your service/product, you may find it difficult to get those extra sales. In cases like this, you can use a promotion, discount, or something else that may add value to the customer if you want them to purchase.
However, there are some drawbacks to this game plan. Additional traffic to your listing can hurt your ranking on Amazon. If your audiences aren’t targeted to those who want to purchase your product, you’re just sending customers to the page without more sales, decreasing your conversion rates.
Another downside could be the Super URL themselves. Although they work perfectly fine on Amazon, the effect doesn’t seem as great as it once was. A higher sales velocity, in general, can help you show up for keywords—not targeting sales on that specific keyword via Super URL.
2. Using A Sales Funnel
With direct traffic, you don’t have many opportunities for retargeting your audience easily. Creating a sales funnel will give you the option to get more information about your target audience so that you can re-market to them in the future.
A successful sales funnel will utilize a combination of social media advertising to acquire interested customers initially, and then use additional marketing like a high ROI Gmail ad campaign to get them to buy from you.
With a sales funnel, you’re able to build email lists, advertising pixels to improve your ad campaign, tags and so on, something that you cannot do on an Amazon page. The real advantage here is to filter out the traffic in order to determine who’s really interested in your offer.
You can reduce sending traffic without conversions that may hurt your SEO. It also provides the opportunity to develop a better connection with your customers or tell them about your story—something that’s much harder on Amazon.
This strategy, however, can be a little expensive for getting additional customers. A sales funnel uses an extra step in the process. It’s a great way to inform a consumer about your product or brand, but getting them to purchase could be more of a challenge if you’re asking them to enter an email.
This means a good number of the clicks to your landing page will not pay off, and thereby increasing the cost of the ones that do.
3. Creating Active Engagement With A Customer
The main reason behind creating social media was to allow people to be – well, social. It also allows your business to be somewhat social with its consumers.
Text automation programs can provide the option to answer customer questions, inform them about your product features, and allow them to feel more connected to your brand. One way to do this is by using a chatbot program with your Facebook ads.
It’s possible to make a piece of content associated with an ad, and for each user that engages with the ad to receive a personal text message via Facebook Messenger directly. Creating content for a promotion or competition that requires the user to post something to enter is one of the best ways to start a conversation with them.
You can set up chat sequences to address some of the major questions and concerns they may have. This will allow you to guide the consumer on the shopping journey and make their buying experience with your company more positive.
You’re also able to retarget these potential customers on social media without being as invasive as a landing page sales funnel. This is again another step to get the consumer to convert, but the ease of building an audience for retargeting gives this technique an advantage over the landing page in a sales funnel.
Additionally, you could send these potential shoppers to a landing page after they’ve successfully engaged with your chat sequences. This will take them further along the buying experience and give you more retargeting opportunities in the future.
Developing A Strategy For Social Media Advertising As An Amazon Seller
Any advertising strategy requires to start with a target of what you’re trying to achieve. Each seller has a different goal that they want their campaign to achieve—and it can be anything from building email lists to increasing site traffic.
The targets that you establish for your E-commerce campaign will dictate what type of advertising strategy is to be implemented.
Next, you need to consider which platform(s) you plan to use for driving traffic to your Amazon store. Many use Facebook and Instagram ads as they have the best results so far. However, you may also find that LinkedIn, Twitter, and other social media platforms work best for you.
It requires a lot of time to find the right mix of traffic sources. You’ll constantly have to test your audience and ad content, as well as landing pages to find that right combination.
Finally, you need the best content to get the customers to your page. You can try using carousel ads on Facebook or creating engaging video content to see which works out the best for your clients.
This can be extremely low-cost and have a better return than just images. Each niche could be different, and your visitors may respond to different types of media content. It’s not easy to stay competitive as an Amazon Seller. It requires constant innovation, and luckily, driving external traffic is one of the few areas where you can get a competitive advantage.
The strategies and suggestions mentioned above are easy to implement. They just require some time on your part to ensure they’re done right. Getting the best return on your social media advertising money will require frequent testing, but giving external traffic a chance can set your business up to thrive well into the future.
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