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December 3, 2020

Amazon Digital Marketing: 6 Strategies to Take Your Sales through the Roof

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Why Amazon Digital Marketing is Important for Amazon Sellers

Amazon is one of the best places for ecommerce. But if you think putting your products on Amazon is all you need to do to start selling them like hotcakes, consider the following facts:

  • There are a total of 9.2 million sellers on Amazon
  • 2.3 million sellers are currently active, which means they are selling products on Amazon
  • 1.2 million new sellers joined Amazon this year
  • There are more than 353 million products for sale on Amazon
  • 80% of Amazon sellers also sell their products on other platforms

Your products compete with millions of products sold by millions of sellers. You’ll need to take marketing very seriously if you want to make some serious sales. Amazon advertising is a good starting point. But to build a great brand and really boost your sales, you’ll also need to engage in marketing beyond Amazon. Here are 6 digital marketing strategies to help you dominate Amazon sales.

Amazon Digital Marketing Strategies for Sellers

Here are six Amazon marketing strategies that an Amazon seller can use to gain an advantage over other sellers. You can implement them yourself or get a digital marketing specialist to do the job for you.

1. Amazon PPC Advertising 

Amazon advertising is arguably the most effective way to increase your sales. A recent report claims most brands advertising on Amazon see an ROI of 400%, which is incredible. 

Amazon ads are similar to Google search ads. They appear when a user searches on Amazon using the specific keywords that the advertiser is targeting.  The ads also appear on product pages and at the bottom of the pages. You are charged each time a user clicks on your ad, just like Google Ads

Here are a few tips to get you started with Amazon PPC advertising:

  • You’ll need a Seller or Vendor account on Amazon before you can advertise. You are considered a third-party seller when you’re selling through Amazon Seller Central.Start with a product that has been selling well or that you think will be snapped up rather quickly
  • Remember that Amazon Self Serve Ads work like Google Search Ads while Amazon Premium Ads function like Google Display Ads. As a beginner, you should start with Self Serve ads.
  • Structure your campaigns by product category. Create Amazon ad groups for each specific category and -- like Google Ads -- and select 15-30 keywords per ad group.
  • Write relevant and compelling ad copy. Make sure your text relates to your product.
  • Add creativity and appropriate humor to make your ads stand out.
  • Amazon ads come in three formats—Amazon Sponsored Product Ads, Headline Search Ads, and Display Ads. Experiment with all three types of ads and select the format that delivers the best results for your products
  • Include all product specifications that customers are likely to be interested in; for example, size, material, quantity, weight, packaging, and more. Here’s an example of a great ad copy:

2. SEO as an Amazon Digital Marketing Strategy

Most product searches now start on Amazon.  It’s crucial to optimize your product listing so that people looking to buy products like yours can find your products. Buyers search for products using different attributes, including size, type, and material. Or they may type the name of a specific product, such as ‘waterproof hiking backpack’. In both situations, a comprehensive product description helps you. 

  • Your product title is the most important ranking factor for Amazon SEO. Put the most relevant keywords in the product title.Therefore, the title should include the following: your brand name; a clear description of what the product does; a specific ingredient or essential element; color; size; and quantity, if applicable.
  • Avoid keyword stuffing in the title. The title should read naturally. Stuffed titles look spammy and can negatively impact your CTR (click through rate).
  • Including the seller’s name in the product title can give your brand some free exposure and make it famous on Amazon.
  • Pay attention to Amazon Backend Keywords. These are hidden keywords that are only used on the backend section of your Amazon Seller account. Amazon provides you with 5 keyword lines and a limit of 250 characters to write your backend keywords.
  • Be persuasive and very detailed in your product description and bullet points. Work on the copy to make it readable, convincing, and natural from a sales point of view. 
  • Include high-quality large images of your product. Amazon Seller Central Product Image Guidelines require your images to be 1,000 pixels or more in either height or width.  

Include all the key product attributes in the title but keep it under 80 characters.

3. Instagram Digital Marketing for Amazon Sellers

After optimizing your Amazon listing, build your brand by expanding your presence on digital channels outside of Amazon. And the first channel of choice for physical product sellers is none other than Instagram. Believe or not, the Facebook-owned image and video-based social media platform will help you showcase your products and create brand awareness. Here’s how to get started.

  • Set up a dedicated Instagram page for your Amazon brand. If you already have an Instagram profile, you can always create a new page simply by connecting it to another email address.
  • Insert a link to your website, your Amazon Storefront, or product page in the header of your Instagram profile
  • Include a description and up to 30 hashtags with each image you share. Look for popular hashtags related to your products and use them to make your photos visible to more users.
  • Include your contact number and a link to your Amazon product page with each image you share.
  • Share high-quality photos of your product—get a professional photographer or a DSLR camera for doing it yourself. The best image sizes for Instagram are 1080x1080 pixels for square, 1080x1350 pixels for portrait, and 1080x608 pixels for landscape.
  • Follow other people, influencers, and brands. The norm on Instagram is that once you follow someone, they tend to follow you back. The person you follow gets a notification that you’re following them and may check out your profile out of curiosity.

Post your product photos to Instagram and engage your audience.

4. Amazon Digital Marketing on Facebook

If you have a page and followers on Facebook, you can also leverage the world’s biggest social media network and drive customers to your Amazon product pages. Digital marketing on Facebook allows you to share photos and videos of your Amazon products, share information about your products and business, collect customer reviews, and interact with your existing and potential customers. You can also solve customer problems and provide customer support via Facebook Messenger. Here’s how you can start marketing your Amazon products on Facebook.

  • Set up a Facebook page for your Amazon brand if you don’t have one already. Complete all sections of your profile and invite your friends and business associates to like your page.
  • Use your brand’s logo as your profile image and product photos as your cover image. Get creative and try to stand out from other similar pages.
  • Customize the CTA button on your Facebook page. As an Amazon seller, you’re primarily looking to sell more products; display a “Shop Now” button and link it to your Amazon storefront. Customize the tabs on your Facebook page to display your important products and information upfront.
  • Link your brand’s Facebook page to its Instagram page. You can do it by going to Settings > Instagram and clicking on “Connect Account”. 
  • As with any other social media network, use high quality images and videos of your products. Share updates regularly. Amazon sellers should post at least daily on Facebook.
  • Reply to comments and messages to create more engagement with your followers and customers
  •  Join the relevant Facebook groups as a page and participate in discussions that are relevant to your products and business
  • Use Facebook advertising to promote selected products and posts

Creating a Facebook page about your product category is one of the best ways to market your products.


5. Amazon Digital Marketing through Influencers

Influencers are digital media personalities who command significant influence within a certain market. For example, Kylie Jenner is a top influencer for fashion and Ariana Grande is a celebrity influencer for music. Top influencers have a following of several hundred million each and you can’t possibly afford to engage them, but smaller influencers with a following of a few thousand can do a tremendous job for selling your Amazon products.

  • Influencers include bloggers, social media figures, celebrities, industry experts, lifestyle brands, and thought leaders.
  • Many free and paid tools are available to help find influencers in your niche. Some of them include Captiv8, Helixa, Izea, Klear, Upfluence, and AspireIQ.
  • Establish the goals of your influencer marketing campaign before you start reaching out to influencers. Determine the best channels for reaching your audience and prefer influencers that have followers on those channels.
  • Is your audience the same as the audience of the influencer you’re looking at? If not, contact another influencer. 
  • The sweet spot for Facebook, Instagram and Twitter influencers is 5,000 to 10,000 followers. These micro influencers are likely to be easy to work with and get the word out about your products. 
  • It can be time-consuming to find and negotiate with influencers. You can use our influencer marketing services to find promoters and influencers without getting a headache.


6. Start Blogging to Create Awareness of Your Amazon Brand 

Setting up a blog centered on your Amazon brand and products is a great way to convey informationfor your customers. For example, you can start blogging about the benefits of your product or create a review site for Amazon products in your category. This can give you the opportunity to feature your products. And, if you have an affiliate agreement with that seller, you can earn affiliate revenues when a user buys that seller’s products.

Gear Junkie posts reviews, articles, videos and podcasts about adventure gear.

  • Have a purpose or goal for your blog. Do you want to attract new followers, engage with existing customers, or just sell more products?
  • Use a low-cost but strong platform such as WordPress, Wix, Shopify, or Weebly, to create and host your blog.
  • Do what works best for you. If you’re a good writer, you should make text articles as the main content type of your blog. But if you’re good in front of the camera or just like to talk, maybe you should make videos and share podcasts,
  • Generate leads by displaying opt-in boxes or pages on your blog. Subsequently, nurture the leads through email marketing to keep your brand constantly in the mind of your customers.
  • Share content regularly to keep your audience engaged. The more content you have on the blog, the greater your reach.

Conclusion

The coronavirus pandemic is driving a surge in online shopping. While 2020 has been a bad year for most brick and mortar businesses, ecommerce retailers including Amazon have had a field day. Amazon is reporting a record year-on-year sales growth of 37% as the eventful year draws to a close. Experts say that the online shopping trends triggered by the pandemic are going to stick even after COVID-19 is history. Amazon sellers can join the e-commerce giant on its journey of success provided they use digital marketing to sell their products and build their brand. 


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