Being able to ship your products to Amazon’s fulfillment centers will not guarantee you sales. This is only the bottom rung of the ladder to success on Amazon. You have to make sure your products are visible before they can sell. The only option you have so far on the marketplace itself is Amazon PPC. How far do you think that will take you on the world wide web? Only as far as the marketplace itself.
The good news is that there are Amazon seller social marketing strategies out there that can surely draw traffic to your listings.
Is Social Media for You?
Many critics out there believe that using social media is a waste of time and it just brings mediocre results.
Social media definitely isn’t for you if you’re looking for super-quick results. Building up a following and seeing good engagement with social media is something that takes time and following a consistent strategy. As Sprout Social says:
“Social media engagement is essentially like a long-term relationship. You can imagine a committed and lengthy relationship takes dedication, readiness to adapt, the ability to think about the future and ensure the other party involved is happy for years to come.”
While all of this might point to some serious grind to get traction from social media, just remember that it can pay off with more than just an engaged following and sales – if you’re looking at selling your business later, a strong following can help to boost the value and attraction of your business.
Amazon PPC can get you a ton of sales, so don’t disregard it. But adding in a carefully planned Amazon seller social strategy will not only help you launch new products better, but also help you increase sales, build brand awareness, and set up future products for success.
The key is to use social media strategically, so that you are optimizing your resources and to get the best results – more sales. There are plenty of sellers who largely waste their time on social media because they’re not using it well.
Let’s look at how you can do Amazon seller social media to boost your sales on the platform.
Build Amazon Seller Social Connections and Engagement
A key to success on social media is to build relationships and engagement, yet many companies (possibly the same ones looking for quick results), fail spectacularly when it comes to nurturing their following.
Forbes and others have highlighted some common mistakes, such as:
Going silent. If you want to be successful with social media, you need to be there responding to chats and comments and posting for your audience.
Relying too heavily on automation. This can have the same effect as above – you’re not caring for them by making the effort to have a real human presence to appropriately respond to your audience.
Posting far too many marketing messages. You’ve got to actually be social for any Amazon seller social strategy to work. People tire of being sold to all the time. Every once in a while, share a personal story or interesting visual on your social media accounts, just for the sake of sharing something of value to your audience – not to you. This will make your audience connect to your company on a more personal level.
Not having a real Amazon seller social strategy. Your posts should be planned with your target audience in mind. If you fail to be intentional about posts or simply jump on every bandwagon that comes along because you don’t know what you’re doing or because it’s easier, you will see your audience drop off.
Not being consistent. Many companies start off with a roar then lose interest. Wonder why their efforts fail? Any Amazon seller social account needs consistent and intelligent management for posts to be seen and to maximize results over time.
In short, if social media is going to be a strategy in your marketing toolkit, you need to be prepared to put in the time to develop a strategy, post regularly and cultivate audience engagement.
Choose Your Channels
Another common mistake of Amazon seller social strategies is trying to maintain a presence on each and every social media channel. There are two problems with this:
1. Not every channel will be the best place to find “your” customers.
2. You probably don’t have time to do more than one or two platforms properly – especially if you’re just starting out or planning several product launches or some other major business move.
What often happens with tackling multiple channels is stretching resources too thinly. The business ends up with mediocre efforts on all channels, which will never produce good results.
You are much better off strategically choosing one or two of the best Amazon seller social channels for your niche. Look for the platforms where you’re sure you can reach your target audience and can commit to a consistent strategy. Give yourself the ability to focus your time and test what really works on your chosen platform. Pew Research is a great resource for annual demographic data on social media users, giving you a place to start with choosing a platform.
Price Anchor Your Products
Once you’ve gotten your Amazon seller social strategy this far, there’s one more tactic to employ. Price anchor products on your website to generate more traffic to Amazon. List your products for set prices on your website – where you are free to use multiple strategies to increase traffic and conversions – and add an “Available on Amazon” button. Make your Amazon price slightly lower than the price on your website and watch visitors click through to purchase.
Let your website be the place to offer such perks as customization or delivery to unsupported locations, hence justifying the higher price.
Make Amazon the place for 1-click shopping, quick delivery, and, in the end, those invaluable customer reviews.
Making Amazon your top channel might sound counterintuitive because you can build your brand better and make a greater profit on your own website. However, the goal here is increasing Amazon sales to boost your credibility and rank. Amazon reviews matter so much more than the reviews on your website. Once you have achieved your Amazon goals, you can always discontinue this campaign and work on building your website following.
Leverage the Power of the Hashtag
A well-crafted post or tweet must have, at minimum, the following elements:
An attractive visual
A link to a landing page
Quick tip: Before anything else (because sure sales are crucial to your Amazon account rankings), never link directly to your Amazon product listing when you’re advertising any of your products on social media. Instead, send your audience to a landing page that offers further detail about your product. From there, include a bright “Call to Action” button e.g. “Purchase Here” so that only those who are ready to buy go to your Amazon product page. Too many click-throughs on your Amazon product page that don’t convert to sales can hurt your rankings. And, as we know, Amazon rankings are as much your golden ticket as your customer reviews.
A high-level hashtag that you will use consistently
Hashtags are keywords that work for searches within social media platforms. They act like mini billboards that promote your content beyond your follower’s feeds. The more carefully planned hashtags you have, the more likely you are to show up in relevant searches.
Your formula for success is guiding people to your landing page, then to your Amazon product page. Intelligently integrate hashtags in your posts to take advantage of their power for Amazon seller social traffic.
Use Social Media to Build Your List
One great marketing tactic to help build your profile and relationship with customers is to grow an email list so that you can keep in touch with them. Amazon doesn’t give you any way to collect email addresses because the customers are theirs, but you can still create your own website and other means of getting people to opt in.
Social media is the way to get it done. Leverage the available links in your Amazon seller social profiles. Include one to a landing page where people can opt in to your list. If you’re using Facebook, try using the button they provide underneath the cover photo. One idea is to include some text which points to it in the cover photo to tell people what they’re signing up for – and most importantly, why it’s worth it for them to do so. For example, you might say something like “Sign up for updates from us here and get a 20% discount code.”
Seek Out Social Media Testimonials
After every purchase, you want to gently encourage your customers to post a positive review. These will be the keys to your kingdom. One way to garner new recommendations is through LinkedIn’s free recommendation generator.
Also, make sure you “favorite” any tweets that mention your product in a positive light. You’ll want to retweet every single one of those. This will ensure you never miss an opportunity to spread the word using genuine customer insights.
Amazon Seller Social Success
Social media can be a great addition to your Amazon marketing strategy. However, you have to be prepared to commit time and effort to create and build a great following for your products. It can be difficult to find time to manage your social media platforms, but you really must be either in or out. If you can’t do it yourself, consider hiring someone with social media experience to take the lead rather than giving up on it altogether. In the end, the success of your business ultimately depends on how seriously you decide to take on Amazon seller social marketing.