Nicolas Martinez, Vice President of Marketing at VENDO.
In the first part of this series, we looked at how to build a strong campaign foundation with Amazon marketing. Specifically, we've covered how to prioritize different types of deals, how to drive traffic to maximize discovery and conversions (i.e., SEO and Amazon Ads), and other unique tactics like creating branded store-themed landing pages with Amazon's Manage yours. . Betas, influencer engagement on Amazon Live, and event opportunities through Amazon's paid programs like LaunchPad and SAS Core.
In the second part of this series, we will focus on non-Amazon traffic engines such as paid social, paid search, organic social, influencers, PR, and more.
And you can bet the same sentiment will prevail throughout the story; Take control, reverse the power dynamics of the Amazons, and take control of your own destiny.
First, let's discuss one of the most common problems for Amazon sellers. how to track sales when driving amazon traffic The Amazon Attribution program is probably one of your best bets. It provides insight into click-through rates, detailed page views, cart additions and sales. You can create multiple tags for each traffic source. To do this, you need to do a granular analysis and then optimize your efforts based on the results. Also, using discount codes is always a great alternative or second option for following up on sales. And because Amazon recently introduced the Brand Referral Bonus program, which allows you to earn a commission (on top of your referral commission) for every sale you make through your non-Amazon marketing.
Second, let's talk about social traffic, search, email, and websites. But before doing that, let me address another point. External traffic is just as valuable (or more valuable) than internal traffic and can help your search rankings and, in turn, your visibility and organic sales. That's why you need to track not only directly attributable metrics, but also the impact of indirect metrics like keyword ranking, best seller ranking (BSR), and organic sales growth. In this way, you improve your overall perception of performance.
I've heard many experts say that of all external traffic sources, Google in particular can have a big impact on Amazon's algorithms. Also, I've found that Google's paid media works very well for Amazon, especially considering the overlap between the two, as it's keyword-based. Moreover, recent research shows that 59% of Amazon Prime members start their search on Google. Alternatively, paid social networks offer unique opportunities to reach a larger, interest-based audience. With all organic sources like social media, email, and websites, the added value naturally increases with audience size and conversion rate. Consider the number of sales you will get from this audience and the impact on your organic rankings, and therefore organic sales, as well as the 10% referral bonus to see if the ROI is worth the effort. .
Third, consider influencer and affiliate marketing, which increasingly includes affiliate PR. In my experience, many influencers and affiliates enjoy driving traffic to Amazon. (This may be due to the high conversion rates that many companies report.) Additionally, companies should look for influencers who specialize specifically in Amazon's listing industry. The less talked about and potentially equally relevant segment of your community is the brand ambassador.
Implementing an ambassador program can be a cost-effective way to increase awareness, traffic, and sales both within a campaign and on an ongoing basis. If you haven't created a program yet and don't know where to start, think about the loyal members of your community. For example, consider your top customers (by order volume) and highly engaged members of your community, such as: B. Social influencers and frequent users.
In addition, you can organize recruitment campaigns by engaging your audience through social media, email and SMS, as well as other convenient communication channels. I wonder how you will manage this program? You can start creating an application that your recruits can refer to and then embed the application on your website to encourage further signups.
Lastly, there is public relations, where you work with publishers to drive traffic to your store through their posts. Many publications are gradually working towards an affiliate model, which can often be more profitable. If you don't have a PR agency or source, consider a self-service platform. Gold Nuggets. Find publications that already have articles at the top of page 1 on Google for relevant keywords and ask them to post your product there so you can continue to increase their traffic and sales potential.
So there you have it. a number of different ways to create and optimize your Amazon marketing campaigns for maximum success.
You feel overwhelmed. Don't be too hard on yourself and don't sleep. After all, you don't have to do any of this. First, pay attention to the fruits that are available. For example, accessing the most available resources. Use this momentum to build your confidence so you feel brave to add new tactics to your marketing mix.
Try, try and try again. And when you find what works, rinse and repeat. But always stay current (or better yet, ahead of trends) to stay ahead of your competition.
you have it
The Forbes Communications Council is an invite-only community for leaders in successful public relations, media strategy, advertising and creative agencies. Am I right?