Whether it is marketing, pricing, quality, or customer service, the highly competitive environment on Amazon demands sellers to go the extra mile in whatever they do.
For instance, when it comes to increasing the reach of your listing, you should not just focus on shoppers already roaming in Amazon marketplaces. You must also go after the potential customers outside of it. This is only possible by driving external traffic to your Amazon listings.
A survey suggests that nearly one-third of all Amazon shoppers don’t use the Amazon search bar to find their required products. They end up on a listing from outside of Amazon.
Keeping this in mind, designing a smart external marketing strategy can turn around your Amazon business by attracting new customers.
Therefore, in this post, we will discuss in detail how to do the groundwork for driving external traffic and the measures that can bring customers outside of Amazon.
Without further delay, let’s dive right into the discussion.
A seller's primary goal as an entrepreneur is to increase sales. As important as it is to promote your business under the Amazon umbrella, you should also seek out customers outside of Amazon.
The following are some reasons why you must drive external traffic to your Amazon listing:
All the external traffic ending up on your listing may not convert into shopping. However, this uptick in traffic on your listing sends a strong signal to the Amazon search algorithm to boost your ranking for relevant keywords. Having a top ranking for relevant product keywords helps you reach more prospective buyers.
It works like that:
Typically, if you are selling a product on Amazon that has a high search volume, you will be competing against a large number of sellers. The competition is fierce, and every brand is trying to reach the top of the Best Sellers list. Therefore, you will need to think creatively to stay ahead of your competition.
Keep in mind that your competitors are not only actively competing against you organically, but also running advertising campaigns and creating engaging content to attract more customers. Therefore, the most effective way to remain competitive is to drive external traffic.
When selling on Amazon, there is a sense of uniformity among similar listings. The challenge for a seller is to stand out among the crowd if 8-10 sellers are promoting their own brand of - let's say - power banks.
While Amazon's strict policies ensure good quality products and customer service, they also reduce sellers' marketing creativity substantially. With external promotion, you will be free to promote your brand the way you like.
This external promotion with more creativity and freedom leads to reaching out to new demographics and discovering new audiences who might become loyal customers in the future.
Make sure you're at the top of your game with listing optimization before taking steps to drive external traffic to your listing. The entire exercise of driving external traffic will only pay off when you have a perfect listing that converts prospects into buyers and boasts of your brand.
To create a top-notch Amazon listing that can help customers make their buying decisions quickly, follow the tips below.
In order to adequately describe your product, ensure that you use the maximum number of characters allowed in the Amazon listing title for the given product category. The title limit varies from category to category with 200 characters being the absolute maximum limit.
Include the relevant keywords in the title to ensure your product listing ranks among the top searches. Avoid making excessively long titles. Amazon usually cuts off remaining characters that exceed the limit or don’t allow such an update to be made. In rare cases, the platform also suppresses listings that exceed the character limit. Make your title as compelling as possible with the use of keywords to encourage the reader to explore your listing further.
When it comes to Amazon customers, images speak louder than words. Customers’ decision to click on a product or scroll past the listing is determined by its image in the search results.
Image quality is very important when it comes to your product images. Product listings on Amazon allow seven slots for photos (the main image plus six additional images). Include well-photographed photos of your product to take advantage of this opportunity.
There are certain guidelines that sellers must adhere to in the images section of Amazon.
Violation of these guidelines may result in a quality warning from Amazon. Photographs of your products should be professionally taken in well-lit surroundings.
You can make your listing even more appealing by creating infographics for the image section. An infographic combines text and photos to convey information that is often preferred over a textual description. A well-designed infographic can be an effective tool for gaining customers' attention.
The bullet points on your listing communicate to the customer the specifications, features, and other relevant information (size, quantity in case of a pack, etc.) about your product. In other words, this is your chance at giving a complete description to an individual that will not scroll down to read the product description. Here is what you can do:
If you want your bullet points to make an impact, keep them simple and informative.
There is a maximum of 2000 characters in the product description section. Do not waste any of them.
Even though the word count may seem limited at times, you should include as many details as possible about your product when writing the description. Make sure your product description contains all the information a customer needs about the product in a concise, descriptive, and compelling way.
In order to minimize the risk of miscommunication, be especially careful with spelling and grammar.
Keyword research and optimization play a vital role in increasing your listing’s ranking. Ideally, one should use relevant keywords with a high search volume to achieve maximum visibility in the search result. Oftentimes, most sellers focus solely on the high search volume of a keyword while ignoring its exact relevance to the product.
Let’s look at a few common mistakes made by most sellers while optimizing their listings:
Try to use keywords that are super relevant to the product as they will bring you actual customers interested in making a purchase.
Focus on prioritizing variations of the high-volume keyword that may have a less search volume and lesser competition.
Include long-tail keywords in your product listing for a good impact on your sales. For example, if someone searches “waterproof jacket for women”, it is highly likely that they are willing to make a purchase provided the product quality is good.
Use spelling variations, synonyms, abbreviations, and alternate names as backend keywords for a better ranking. For instance, a person searching for a “blender” might be interested in a “food processor”. So, integrate as many backend keywords as possible.
You can take care of all the above keyword research dos and don’ts by using any robust keyword research tool.
There is certainly more than one way to bring people from outside of Amazon to your listing. For the sake of convenience, we will broadly classify external traffic into three categories:
Social media are the biggest marketing platforms available for all digital and non-digital businesses. They can be used to promote and drive tons of traffic to your listing. Then we have search engine-driven traffic. This traffic comes from people surfing Google or different third-party websites. Then, the last category is primarily about getting clicks via endorsements done by affiliate marketers and social media influencers. This endorsement landscape has now also become an integral part of promoting businesses (particularly on Amazon).
With users above 2.80 billion, Facebook has a wide range of audiences that can be potential customers for your product. Narrow down your target audience by considering the group of people that may be interested in your product. Keeping in mind the features and benefits of your product, design an ad specifically for the audience (gender, age group, etc.) you wish to engage with your brand.
By using a Facebook business account for advertisement, you can reduce the time usually required to build an authentic brand reputation.
You can use these four formats to promote your Amazon business on Facebook.
Facebook has become a very sought-after platform for business promotions. On average, you may need to work with at least $0.95 CPC (Cost per Click) on the platform. For 1000 impressions (CPM), the advertising cost can go around $12.
It is worth mentioning here that the higher advertising cost of Facebook is worth it due to its higher conversion rate. The average conversion rate on Facebook is in the range of 9-10%, which is certainly higher than the average yield of Google ads.
Instagram makes it possible for you to expand your customer base by giving you exposure to its two billion users. Make sure to use attractive and aesthetically pleasing images of your product since that’s the “vibe” of the platform and users are pretty much accustomed to it.
Instagram also offers all the ad types of Facebook. However, make sure that the ads you run on Instagram have the power to stand out among all the superior visual content present on the platform.
Like Facebook, the cost of running ads on Instagram is highly contingent on the niche, ad type, and demographics. You can expect to pay anything from $0.20 to $2 per click based on those factors. So, a decent campaign of bringing in traffic from Instagram to an Amazon listing can cost you anything between $200-400.
You can easily recoup this cost given that you offer a quality product and have optimized your listing as discussed above. The users coming from Instagram are usually qualified leads and thus highly likely to become customers.
Pinterest is a media-only platform that attracts a lot of audiences with a solid aesthetic sense. It is most probably your best shot at gaining customers from excellent images of your product. You can also include the link to your product page in the Pinterest post.
Pinterest posts could be a great source of external traffic for sellers dealing in clothing, home décor, beauty, and personal care products. Similarly, if you sell items that revolve around festivities, then too Pinterest can be a great choice for generating traffic and leads for your Amazon listings.
You can use these three types of Pinterest ads to drive external traffic to your Amazon listing.
You may need to spend anything between $2-5 per 100 impressions and $0.10-1.50 per click, depending on your niche and ad type. In other words, you can drive considerable traffic to your Amazon listing from Pinterest by spending $200-300.
TikTok is perhaps the most favored platform when it comes to video content on social media. You can use TikTok to advertise your product by either making promotional videos or hiring an influencer to give your listing a shout-out!
Besides shout-outs, you can have clickable links of your listing added to TikTok stories of influencers that have more than 10,000 followers. You can also do that with your own account if you have racked up over 10,000 TikTok followers.
You can primarily use three types of TikTok ads for driving traffic to your Amazon listing.
You can add a call-to-action button to all these ad types.
Paid promotion on TikTok is relatively new and exceedingly expensive than Meta platforms (Facebook and Instagram). You may need to pay around $10 per 1000 impressions while spending a minimum of $500 on your advertising campaign.
If you don’t have a chunky marketing budget for boosting your private label Amazon brand, then TikTok might not be the suitable platform for you.
You can promote your product on YouTube by setting up a channel. Make short, catchy, and crisp videos about your product, covering its features, benefits, and uses. Make sure to include keywords in your video’s title and description so the content can reach your target audience quickly.
If you are operating without any budget constraints, then you can also go for YouTube ads. However, you have to make a very compelling video ad (at least the first five seconds of it) to ensure a considerable number of viewers watch your ad instead of skipping it. You can also go for non-skippable and bumper ads.
YouTube ads have a lower conversion than the platforms discussed above. Therefore, its cost per view is also lower. You may need to spare $0.030-0.30 per view, depending on the ad type, demographic, Quality Score, and bidding type (cost per view or cost per 1000).
Promotional emails are a great way of lead generation. You target the email users that can become your potential customers and send them emails related to your business offers.
Lately, promotional emails focus on personalized content with narrowed-down subjects. They have a clear CTA to persuade the customer into deciding in the seller’s favor. Sending multiple emails during special offers (Black Friday, other sales, etc) and only a few during normal days should be your go-to strategy.
You can collect customer data by:
If you’ve collected email IDs yourself and want to run a very customized and targeted campaign, you can do it on your own without spending a buck. However, you may need an expert marketing firm to run an extensive, multifaceted email campaign for promoting your Amazon listing.
Depending on the extent of outreach and rate of recurrence, expect to pay anything between $300-1000 for the execution of a robust email marketing campaign.
Influencers are taking over the marketing world with their fan following. The hold of influencers on their audience is so strong that 4 out of 10 millennials say their favorite influencers understand them better than their friends. Similarly, the same study revealed that about 70% of teenage YouTube subscribers have shown more trust in YouTube influencers, in comparison to traditional celebrities. And this is just the tip of the iceberg.
With the massive engagement influencers get on different social media platforms aside from YouTube, your product can get the exact exposure that you require.
There is no limit to spending if you’re opting for individual influencers to endorse your product. A small influencer (less than 10,000 followers) can charge you around $50-100 for a post. Then, there are millionaire influencers (with over 1 million followers) who might do a promotional post for around $ 7,000-10,000.
Instagram and YouTube-based influencers usually charge more than Facebook or TikTok-based influencers.
You can collaborate with different marketers associated with Amazon through the Amazon Affiliate Program. The Amazon Associate influencer creates an affiliate link to your listing in their content and you pay them a commission whenever someone purchases from your listing through their shared link.
Affiliate marketing is based on sales commission. You will need to pay anything between 1-10% of the sales amount to the affiliate marketer, depending on their reach and the product category. An affiliate marketer that promises more eyeballs will certainly charge a higher commission. Similarly, if your product belongs to a highly competitive niche, expect to pay a higher commission.
Google gives you direct visibility to the biggest audience in the world through its advertisements. There are different types of Google ads, such as
Search and display ads are the most common ad types for the promotion of Amazon listings.
By using Google search ads, you target specific keywords and bid for your ads to show on the search page. There are multiple factors that decide whether your ad would be displayed or not, including the relevance of your ad, the performance history of your account as well as your ad group and landing page.
If you are willing to invest, Google ads can impact your Amazon business immensely.
You will be charged $1-2 to get your ad displayed in search results for a relevant query. On the other hand, if you opt for Google Display Network (displaying ads on third-party websites), your average CPC will remain lower than $1.
Amazon-sponsored ads can give your brand great exposure, both on and off Amazon. It helps get noticed by the visitors on Amazon that do not look past the first page. Amazon displays your ad on its various pages as well as on third-party websites.
To get started all you need to do is Log in to your advertising account > start a campaign > enter your campaign name and duration > decide your budget and submit your ad for review. It is worth mentioning that you must be part of the Amazon Brand Registry to run Sponsored Display ads.
Amazon reviews a submission and once approved, your ad is displayed as per the budget and campaign duration.
You will need to spare $0.80-1.00 for every click on the Sponsored Display ads of your Amazon listings on other websites.
Whether it is Facebook, Instagram, Pinterest, or emails, you should direct users to a landing page first for a better conversion rate.
As the term implies, a landing page is a separate web page designed solely to persuade a customer to purchase from the business.
It also allows you to evaluate the gender, shopping preferences, and age group of the target audience. This evaluation will help you filter out consumers who are unlikely to buy your product thus helping improve your promotional strategy.
Whenever you drive traffic to your listing from social media, you should drive traffic through the following steps for a better understanding of customers and a higher conversion rate.
A landing page helps you with
Before concluding this post, let’s answer some of the frequently asked questions about the traffic on Amazon listings.
The major reason for low views on a listing is poor optimization and erroneous keyword selection. You can’t increase your organic reach on Amazon SERPs with highly competitive and least relevant keyword integration.
You can increase views on your Amazon listing by using relevant, low-competition keywords in your listing title, bullet points, and product description. Advertising your brand on and off Amazon also helps in increasing the views.
Advertise your book on and off Amazon to reach a bigger audience and drive the targeted traffic toward your book. Facebook, Instagram, TikTok, and Pinterest promotional pages and hiring book review bloggers/influencers are good options to start with.
To check the views on your Amazon listing, log into your Amazon account >Reports > Business Reports >Details Page Sales and Traffic. It shows you the views for each product on your listing.
You can rely on Amazon for organic customers to some extent, but waiting around for customers is not a wise way to go about your business. Instead, take charge of your audiences by driving external traffic through social media ads, search engine ads, and getting promotional shout-outs from influencers. You will be able to improve your ranking and sales by a huge margin if you strategically promote your business outside of Amazon.
This influx of external traffic is not just imperative for sales. It will also pay off in the long run when you want to take your Amazon gig to the next level and transform it into a D2C brand.
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