Many people had to learn this very important lesson the hard way: Amazon products do not sell themselves. Your work doesn’t stop the moment you created your Amazon listings and shipped your products to the fulfillment center.
Yes, Amazon does put you on the path of millions of visitors and yes it is one of the biggest online marketplaces in the world.
The thing is, a lot of other people have seen the same benefits of using Amazon that you have. This means there are plenty of fish in the sea for even Amazon’s massive customer base to choose from. To truly rise above the rest, you will need to develop a marketing strategy that ensures your products are always one of the easiest for potential buyers to reach. Without a product marketing strategy, you’re setting yourself up for failure.
In this article, we want to discuss some important techniques that you need to develop the skills for and incorporate into your marketing strategy to help that happen.
Make sure that your products are Prime eligible
There is almost half the number of Prime eligible shoppers as the number of American households. At least 40% of people in the U.S. live in a home with at least one Prime subscriber.
Prime subscribers also spend more than twice what regular Amazon users spend on Amazon in the year. After all, if you pay for a service, you are bound to want to take advantage of the benefits it offers.
To be eligible for Prime shipping, you need to be an FBA seller. If you are already an FBA seller, but not yet Prime eligible, it might be that you need to improve your seller metrics. That means having more satisfied customers, higher conversion rates, and good inventory management.
Prime sellers also have an advantage when it comes to Amazon search results rankings.
Climb Amazon search rankings with product marketing strategy
Amazon has their own search engine that comes with its own algorithm. This means Amazon has its own factors by which it ranks products such as yours. It’s important to try and rank specifically for Amazon search rankings because it’s speculated that up to three times more people search for a product on Amazon first before Google.
To really draw attention, you want to land as near the top as you possibly can, with anything less than the first page seriously hampering your chances of being discovered.
Amazon’s search ranking algorithm is called A9 and there are plenty of online guides online to help you take advantage of it. However, there are three very important factors that are non-negotiable:
- Conversion rate: Number of sales, reviews, quality of images, etc.
- Relevancy: The popularity of your specific ASIN as well as relevant keywords and the product name and description.
- Customer satisfaction: This is influenced by your overall star rating as well as how often your products are returned, etc.
Prime eligible sellers also get a head start as the first results in an Amazon search results page are always Prime eligible sellers before the rest. If you want to rank higher, it also has implications for how you structure your product pages (more on that later).
You can read more on how to rank for Amazon’s A9 search algorithm. Sellers Playbook can also help you navigate the ins and outs of Amazon’s search algorithm to get your product ranking even higher! For more information, be sure to sign up for one of our events.
Rank for Google
You may have seen the abbreviation SEO used before. It stands for Search Engine Optimization and it’s all the rave right now, with anyone from large, multinational corporates to small-time private bloggers trying to use these techniques to get their articles ranking higher on Google’s (and other search engine’s) results’ pages.
Amazon products also feature on Google. However, it’s usually only the best products from the best sellers that make it high on Google search results. This means that while you should definitely employ SEO strategies, it’s best to focus on improving your Best Seller Rating.
Most of what counts for improving your Amazon search results apply here as well. You want to target specific and popular keywords, keep your descriptions thorough, organized, and information-rich, and employ other SEO strategies such as having your own blog or website.
The reason why we mention Google specifically is that it’s the most widely used search engine. It’s also at the forefront of developing the very nature of SEO. Most other search engines follow suit. However, you shouldn’t take them for granted if you really want to see results.
Identify potential brand advocates and affiliates
Hopefully, you take our advice regarding customer reviews to heart. It might help you come into contact with or identify what is known as brand advocates. These are people that loyally buy your products and trust your brand. They might also be social media influencers with loyal and regular readers of their blogs.
You could approach these people to either become affiliate partners or bloggers. In other words, they will review your products and link to them on Amazon or just strike up a relationship. There is a very fine line between bribery and building a relationship. Make sure your conduct remains ethical and trustworthy.
For example, you could provide them with your latest products on release in exchange for them writing a review or article about it. However, this article still needs to be honest and fair. You may have seen a disclaimer at the bottom of a blog stating that the product was given for free but the opinions are those of the blogger.
Create your own parallel online store or blog
If you want to expand your business, it might make sense to move some of your sales off of Amazon. Crafting your own online store with its own personality and your branding is an important step in really establishing yourself as a big player.
You might even catch some stragglers that aren’t Prime Amazon members. They do not receive the same shipping benefits from Amazon and might appreciate your store’s experience enough to rather buy from there. Also, you don’t need to worry about having to sort out your own fulfillment. Amazon fulfills orders for sales off of Amazon too. You will just need to sign up for their Multi-Channel Fulfillment (MCF) service.
Once you have your own site, the possibilities for expanding your customer base becomes much richer. You can run a blog with industry news or that promotes your own products. This is known as Content Marketing and is a proven and effective online marketing and SEO ranking technique.
You can also use traffic generated on this site to send more potential buyers to your product listings on Amazon.
Use social media as a marketing channel
Hopefully, you already have some kind of following on social media. If not, now might be a good time to branch out into it. People spend a lot of their time on platforms such as Facebook, Twitter, and Instagram and seem to enjoy the feel of socially mingling with brands.
However, this is another beast altogether and should be approached with caution. It’s very easy to cross the line from friendly reminders of your products and of your brand to being intrusive or annoying. That’s why there are even professional social media marketers.
Here are some handy tips on how to approach social media marketing.
Create excellent product listings
A mistake that all too many sellers make is to think that marketing ends once a visitor clicks on your product and visits the product page. In actual fact, this might be the most crucial stage of marketing. If your product page looks badly put together, disorganized, and incomplete it might drive them off and keep them from coming back.
You want visitors to stay, read your descriptions, and buy your product without going back to the search results. Remember that you also want to improve customer reviews by having happy buyers. This means that your product descriptions should always contain the truth, the whole truth, and nothing but the truth.
Use good quality images and videos for your products. It’s also recommended to add an image of the user manual (if applicable). This helps buyers avoid any unexpected surprises.
Drive customer reviews and improve your star rating
According to this survey by BrightLocal, almost 9/10 people trust online reviews just as much as real-life ones. There are some other important statistics in there that highlight the need for more customer reviews. You can also find some tips to get your star rating as high as possible.
Customer reviews have even become a factor in Google search rankings as well as forming part of Amazon’s A9 search algorithm.
The only ethical way you can improve your star rating is by providing better products and services. However, it’s also down to sheer numbers to a certain extent so don’t try to smear over negative reviews.
Have a sound pricing strategy
Price plays an important role in your search rankings. Amazon wants to provide their visitors with a great shopping experience by enabling them to find the least expensive products (tempered by a good rating, of course). This means that one of the biggest factors in search results is in what spectrum of price your product falls for a particular ASIN.
Product prices change all the time and you will need to keep tabs on your competition and market conditions to do this effectively and to become a leader instead of a reactionary.
Perhaps the simplest way is to go the traditional route by simply buying advertising space online that takes browsers to your products. The most popular and ubiquitous choice today is Google Adwords.
You can advertise both products on your private website as well as your Amazon products through this service. Finding reliable data regarding the success of these campaigns is difficult at best.
Other marketing channels
As a bonus, we’ve included some alternative methods of online marketing. These methods don’t really form part of a long-term marketing strategy but might be fun and interesting ways to create a “buzz” around you or your product.
Crowdfunding & Pre-orders
If you are about to release an interesting or exciting new product, providing the ability to pre-order (either on its own or as part of a crowdfunding exercise) could be a great way to build up interest and anticipation.
It might also be an effective way to procure more funds to improve the product or to increase marketing.
This will most likely only work if you have a few dollars set aside for something fun and if you already have some kind of following. However, going viral by doing something interesting and attention grabbing like a funny/poignant video or some other campaign could draw a lot of new attention to you.
Contests and giveaways
This is easiest to do if you already own your own website or online store. It might not do much for your Amazon customer base. However, it could still be an effective and fun way to get some short-term fame.
Need a coach to help you build up your product marketing strategy?
We hope that you have found this article helpful. If you’re feeling a bit overwhelmed, wondering how to make these techniques part of your product marketing strategy, we can help. Our experienced coaches can walk you through all sorts of marketing strategies, as well as sourcing products, setting up a business, handling your taxes, etc. Take a look at how FBA training might be just what you need to take your game to the next level!