Amazon is the biggest e-commerce website in the world, which means businesses cannot afford to ignore it. Businesses of all sizes can use the platform to reach millions of shoppers across the world. Even with the ability to reach millions of shoppers, businesses that want success on the platform need a marketing strategy. A successful Amazon marketing strategy involves both on-site and off-site strategies. In this article, we will be looking at aspects of both, to help you create a successful Amazon store.
Optimize Your Product Listings
Once you have the store up and running, you should start optimizing your product listings. Doing so helps with product discoverability on and off the platform. Start by researching the keywords users would use when looking for products that are similar to what you have on your store.
Next, you need to create a product title that incorporates these words naturally. Apart from the keywords, the product title should include the brand name, product name, and a few distinguishing features. Remember that you have up to 250 characters so think ahead of time what information, especially the product features, you would like to include in the title.
The aim should be to make the title as enticing and descriptive as possible, so people know what to expect from it before they open the product page.
Optimizing your product listings is part of the larger Amazon SEO strategy because Amazon has a search engine known as A9 that is responsible for all search results. If you can optimize for it, you can ensure your store and products appear on search results.
Sign Up for Amazon Advertising
Amazon advertising is one of the platform’s most powerful features for brands and businesses that have the marketing budget to spare. This is a pay-per-click service that is similar to Google Ads. Designing the best ads and getting them in front of the right people is a powerful way to increase brand recognition, market your website and generate sustained revenue on the platform.
When you sign up, you can choose between Sponsored Products, Sponsored Brands, or Sponsored Display. There are other options available, but these apply to Amazon’s other products.
Sponsored Products showcases your products through ads that are shown when people perform a search. They also appear on the product pages right above the product description. Sponsored Brands work like Sponsored Products but showcase your brands instead of individual products.
Product Display ads show on the bottom or the sides of search result pages as well as on the side when a user is on the related products page.
Sponsored Display is very similar to Facebook Pixel in that it can show shoppers self-service ads when they are on the platform or off it.
Businesses can use a mix of these options to create a marketing strategy that works best for them and their budget.
Take Advantage of Affiliate Marketing
Affiliate marketing gives your business or brand and its products a much wider reach beyond Amazon. Affiliate marketing is easy to understand; people send customers to your store or product, people make a purchase, and you pay the referee a small percentage of the sale amount.
Affiliate marketing on Amazon drives brand and store recognition, increases sales and revenues, and can also help businesses collect more reviews.
Reviews are crucial on Amazon because they provide the social proof that pushed people to purchase from your store or brand. Just do not be caught posting fraudulent reviews because Amazon can easily nuke your entire store and brand because of doing this.
Put a Social Media Marketing Strategy in Place
Social media marketing can be very powerful for your Amazon store if used effectively. The best thing about this strategy is that it is easy to get started and it is also cost-effective. Most brands see the goal of social media marketing as posting links to their Amazon Store and products on Facebook, Twitter, Instagram, and other social media platforms.
While this is one aim, the bigger goal should be to use social media to create a community that you can funnel to your Amazon store. You do this by providing enough value to the audience by posting interesting links, facts, posts, and other social media content.
You can also use your social media platform and reach to share store and product updates, run giveaways, sales, and promotions, and to run your paid advertising strategies.
If you use social media marketing to promote your Amazon store, try to find a balance between promotion and helpful content. It is easy for people to get tired of the constant promotion, brand mentions, and product links. Instead, create content that helps potential buyers connect with the brand and that drives sales.
Leverage Email Marketing
Email marketing works excellently for promoting ecommerce stores, which means it will also work for your Amazon store. As with social media marketing, you want to create email content that resonates with your audience with the occasional promotion and mention.
There are no restrictions on how you can create your email list so you can take advantage of the different ways to do so. For example, you can use lead magnets on your website to get people into your funnel or leverage your social media profiles for this.
Take Advantage of Video Marketing
Video marketing has emerged as an important digital marketing option and all businesses should be taking advantage of it. You can leverage it to promote your brand and Amazon store on all platforms that accept video content including your website, blog, and social media.
You can also use video marketing to engage with your customers, announce sales, explain what products you have in the store, and so on. If you are leveraging platforms like YouTube, you can also add links to your store below the video to funnel people to the store.
Lastly, you can create video ads on Amazon through their advertising platform.
Marketing your online store is no different from marketing on any other ecommerce platform. Keep the basics in mind when creating your store, marketing it, and promoting your products and brand, and you should have success on the platform.