Build A Powerful Campaign Via On And OffAmazon Marketing Tactics, Part Two
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Nicholas Martinez, vice president of marketing,sells.
In the first part of this series, we took a detailed look at how to build a solid foundation for your business with Amazon Marketing. Specifically, we looked at how to prioritize different types of offers, how to get traffic and maximize conversions (like SEO and Amazon ads), and other unique strategies for creating a store landing page. Your customer engagement, collaboration with Amazon Live influencers, and event features through Amazon's paid programs like LaunchPad and SAS Core.
In the second part of the series, we'll focus on non-Amazon traffic drivers: paid social, paid search, organic social, influencers, PR and more.
And you can bet the same sentiment will always be true: take the reins, turn the power of Amazon upside down and accept your destiny.
First, let's look at one of the most common problems for Amazon sellers: how to track sales while driving traffic to Amazon. The Amazon account program may be one of your best options. It provides visibility into click-through rates, detailed page views, products added to cart, and sales. You can create multiple accounts for each traffic source. When you do this, you should do a detailed analysis and optimize your efforts based on the results. Also, using a discount code is always a good option or second option for follow-up sales. And to top it all off, Amazon recently launched a product referral bonus program that you can use to earn a commission on all sales you make through non-Amazon purchases.
Second, we talk about traffic from social media, search, email and website traffic. But before I do, let me make one more point: external traffic can be just as valuable as (or more valuable than) internal traffic and support your search rankings and therefore organic visibility and sales. That's why you need to track the impact of not only directly related metrics, but also indirect metrics like keyword rankings, best seller rankings (BSR), and organic sales growth. This improves overall performance awareness.
I've heard many experts argue that of all the external traffic sources, Google has the biggest impact on Amazon's algorithm. Additionally, I've found that Google paid media works especially well for Amazon, especially because it's semi-important keyword targeting. Also, a recent study showed that 59% of Amazon Prime subscribers start their search on Google. Alternatively, paid social networks offer a unique opportunity to engage a more engaged audience. With any natural source like social media, email, and the web, it's clear that the added value increases with audience size and conversion rate. Think about the number of sales you get from this audience and how it affects your organic rankings and thus your organic sales and referral bonus 10% ROI is worth the effort.
Third, there is influencer and affiliate marketing, which increasingly includes affiliate PR. In my experience, many influencers and affiliates want to drive traffic to Amazon. (This may be due to the high conversion rates reported by many companies.) Additionally, companies should seek out influencers who specialize specifically in Amazon's offerings. Less talked about and just as important is being one of your community's potential brand ambassadors.
When you create an ambassador program, it can be a cost-effective way to increase awareness, traffic and sales both for campaigns and on an ongoing basis. If you don't have a set schedule and don't know where to start, think about the dedicated members of your community that you already have. For example, consider your most valuable customers (based on order size) and other highly engaged members of your community, such as influencers and frequent social contacts.
In addition, you can pursue recruitment campaigns that impress your audience through social media, email and SMS, as well as any other appropriate means of communication. Want to know how to manage the program? You can start by creating a request for your employers to apply and then post the request on your website to encourage continued enrollment.
Finally, there is PR where you work with publishers to drive traffic from their publications to your store. Many publications are gradually moving to an affiliate model, which can often be cheaper. If you don't have a PR agency or resource, consider self-service platforms. The Golden Nugget: Find publications that have articles that rank #1 on the first page of Google for relevant keywords and ask them to feature your product there so you can further increase their traffic and sales potential.
So there you have it: a few different ways to create and promote your Amazon marketing campaigns for maximum success.
Feeling overwhelmed? Don't be too hard on yourself and just relax. Best of all, you don't have to do all of these things. Start by looking at the low-hanging fruit. For example, use the most available resources. Use this momentum to build your confidence and get inspired to add new tactics to your marketing mix.
Try, try and try again. And when you find something that works, wash it and try it. But always stay one step ahead of trends (or better yet, ahead of trends) to stay one step ahead of the competition.
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