More than 197 million people visit Amazon.com each month. If there are so many buyers, why does it take so much work to sell products on Amazon?
Well, over 12 million products are sold on Amazon. The platform is becoming more crowded by the day with sellers hoping their product will make it to the top. It’s becoming harder and harder to stand out from the crowd.
That’s why marketing your Amazon product is so important. Developing brand awareness for your Amazon business is essential to selling successfully on Amazon and social media is one powerful avenue for driving sales to your listings.
In this article we talk about platforms you can use and some strategies for getting fans from your social media page to the check out cart.
Why You Shouldn’t Neglect Social Media As An Amazon Seller
When you are neck deep in your Amazon business, it can be hard to direct any attention to social media. However, putting a little effort in the right places can result in huge returns.
A strong social media presences does a couple things for you:
- Builds brand loyalty
- Builds brand awareness
- Gives you the options of paid ads
- Increases views
- Creates more sales channels
- Supports your sales funnel
- Etc.
One of the key attributes of million dollar Amazon sellers is putting in time and effort. It might seem like one more thing to do, but social media can be a powerful tool for building your Amazon empire.
Here are some ways you can directly increase your sales through social media:
#1: Direct Links:
Direct links lead customers straight from a social media platform to your Amazon product listing. When you build out your social media for a product or brand, make sure you include a link in your bio directly to your Amazon listing. The fewer clicks it takes to get to your product, the more buys you’ll get, so make it as easy as possible for people to get from your social media to your listing.
Any ads you use should also take viewers directly to your product. Make sure you use the link to your listing and not to the general Amazon website.
Bonus Tip: you may have heard the term “Super URL.” Super URLs are used in an attempt to link directly to your product while making the algorithm think it came from an organic search. This is a tactic some Amazon sellers use to try and boost their ranking for valuable keywords. However, the consensus among Amazon experts is that this is an outdated tactic and Amazon can usually detect this method, meaning that it has no real effect on keyword ranking. That being said, direct links can help increase sales, but you should use other methods for increasing your keyword ranking.
#2: Support Your Sales Funnel:
The “Rule of 7” is a marketing phrase describing the idea that a consumer needs to see an advertiser’s message seven times before they buy. While this will vary of course, the principle is solid. The more a consumer sees your product the more likely they are to buy. Social media is one way you can increase the number of people that see your product.
Social media paid ads also provide a way to target your desired audience. By using the demographic information provided by these platforms, you can more closely target your potential buyers. That way you are not spending money on people who aren’t interested in your product.
As powerful as Amazon is, it is lacking some necessary marketing tools that social media can supplement such as building advertising tags and emails lists.
#3: Active Engagement:
As an Amazon seller you can use social media to connect with your target market through posts, stories, comments, live streams, etc.
Active engagement will help you learn about your target market better to cater to their needs and interests. While it should not replace other methods of market research, you can directly interact with your dream customer and become more acquainted with their needs making it easier to provide a product that genuinely meets them.
Choosing A Platform (Or Platforms) To Market Your Amazon Product
Different platforms will cater better to different types of products. (Images vs long form vs short form content, etc.) It’s also best to start with one platform and grow from there.
Here is a short rundown of each platform:
- Facebook
- Losing popularity
- Older users
- Does have the meta business system
- Easy to target your audience through ads
- Able to post both photos and videos
- Many different products and services are advertised here
- Able to do A/B testing on ads
- Instagram
- In competition with TikTok
- Photo platform moving to video
- Younger audience
- 71% of Instagram users are under 35 years old
- Constantly changing and updating features
- Able to post stories, posts, reels, videos, photos, etc.
- Able to be really personable with your audience
- Follow and unfollow allows you to build up your audience more effectively
- Entertaining and pleasing to look at feed usually does best
- Earth-friendly products are popular
- TikTok
- Younger audience
- Short form content
- Different rules on who can post
- Have to consume for two weeks before you post, or you will not rank
- Informational content usually does best
- Financial companies are known to do well on tiktok
- Twitter
- Fast-paced
- Short text
- Getting ideas out quickly
- Great for community updates
- Youtube
- Long form content
- Video content is becoming more and more popular
- Ads work similarly to Facebook in that you can target your audience
- Different options for ads (on the side, skippable, non-skippable)
- Video movement can improve a “boring” product to be exciting
- Used by most age groups
- Pinterest
- Posts last longer
- Great for anything wedding related
- Posts can get people to your website/blogs easily
- Used mostly by women
Social Media Marketing
Posting
The key to growing organically is being consistent. Scheduling your posts, reels, and stories is a great way to make this daunting task more accessible. Different platforms require different regularity (YouTube-once a week vs Tiktok-three times a day) so take this into consideration.
Interacting
The personable element of social media is its greatest strength but can also be time consuming. Creating genuine relationships with your fans is one of the best ways to create brand loyalty. You may want to hire a social media manager to handle comments and interactions so you can put your focus elsewear.
Video Content
Instagram is a great example of the growing importance of video content. While it was once a primarily image-based platform, the popularity of TikTok and short form video has forced it to reevaluate. Facebook and Instagram reels are one of the easiest and more successful ways to grow on those platforms. TikTok is one of the most popular social media platforms and consumers are reportedly showing more interest in that type of content across all platforms. Using this type of content is basically the only way to grow organically at this point.
Paid Ads
Organic growth costs you time and effort. You can skip those by investing money instead. Paid ads are one of the best known methods. If you are not familiar with ads, we recommend taking a course or hiring someone who does. You can pour a lot of money into ads without returns if you don’t know what you’re doing.
Influencers/Ambassadors
Another popular method is working with influencers and ambassadors. Rather than growing the audience you want from scratch, you can go directly to an influencer who already has that audience and pay them to advertise your product. This is a great way to skip the process of sifting through people who are not your target market and go right where the money is. For example, if you are selling a kitchen knife set, find a popular cooking influencer and offer to pay them to review your knives. You already know their followers are people interested in cooking (meaning they are more likely to buy cooking products) plus they are more likely to trust a person they like and follow.
EcomRanx
If you can’t tell, we’re big Amazon fans. As Amazon sellers ourselves, we use the same strategies to sell for our customers as we do for our very own products.
If you are interested in getting into Amazon selling, we’d love to be a part of your journey. Our Amazon Launch Packages or Amazon Full Monthly Management might be what you’re looking for. Give us a call for a free consultation today!