Read our Ultimate Amazon Marketing Playbook for a complete guide on the top marketing and advertising strategies to grow your brand presence and sales on Amazon.
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If you are wondering how to sell on Amazon successfully, a well-developed Amazon marketing strategy is a necessity. In addition to outlining your Amazon goals and objectives, this plan should cover every detail of how you intend to reach as many customers as possible on the Amazon platform, from the content on your product pages and your approach, to search engine optimization (SEO), your advertising strategy, your social media strategy, and much more.
While the Amazon marketplace is a great platform for reaching millions of new customers from all over the world, actually getting these customers to find and purchase your products is unfortunately not quite as easy as simply uploading them to the site and watching the sales roll in. With the right marketing plan, though, you can give yourself the best possible chance to succeed and take advantage of the lucrative opportunity that Amazon presents. To help you out, we will cover everything you need to know about developing an effective Amazon marketing strategy for 2020, 2021, and beyond.
There's a story that is all too familiar among those who are new to selling on Amazon, or even those who have been sellers for a while. They have a great product that they are offering at an affordable price, and then they take the time to create a product page that features eye-catching photography and a compelling description. They put it up for sale on Amazon with dreams of how well it will sell now that it is being presented to millions of loyal customers, only to sit back and watch day after day and week after week go by with little to no sales. If this sounds like your own experience selling, Amazon SEO is likely the ingredient that is missing from your Amazon marketing strategy.
SEO stands for "search engine optimization," and it is the process of optimizing your product's listing so that it will be found by as many Amazon customers as possible. For example, if you are selling house shoes on Amazon and someone searches "fuzzy slippers" in the Amazon search box, good SEO will ensure that your product is displayed to them in the results. Poor SEO, on the other hand, can make it almost impossible for customers to find your product unless they happen to search Amazon using very specific terms that relate almost solely to the product you are selling.
There's a lot that goes into good SEO, but a well-written product description complete with carefully chosen keywords is an essential start. Using our last example, a seller selling house shoes on Amazon may want to include keywords in their product description such as "slippers," "fuzzy slippers," "comfortable shoes," "houseshoes," "moccasins," and so forth in order to make it more likely that their product will be displayed when Amazon customers search these relevant terms.
In addition to your product description and the keywords that you include throughout its content, every other aspect of your product's listing plays an important role in your Amazon SEO strategy as well. This includes the title of your product, which should make it clear what your product is and will ideally include a relevant keyword or two, the photographs and graphics of your product that you upload, and the bullet-point description of your product. Reviews play a part in Amazon SEO as well, but since you can't directly control the reviews that your product receives, it's best to focus on making the other areas of your listing as polished as possible in the hope that doing so will generate sales and positive reviews.
To learn more about how you can optimize your product's listing in order to attract as many potential buyers as possible, check out our Amazon SEO guide.
Great SEO is the best way to achieve organic sales on Amazon. However, sometimes your products will need a little kickstart in the form of paid advertising. Thankfully, Amazon offers a wide variety of advertising avenues for its sellers to take advantage of when it comes to developing an effective Amazon marketing strategy.
The first of these advertising avenues is Amazon sponsored product ads—these are ads designed to drive customers to a specific product page. Sponsored product ads are keyword targeted using keywords that you select and are paid for by the seller on a per click basis. So, for instance, here is an example of what making use of Amazon sponsored ads might look like: Let's say that you are selling gardening spades on Amazon and you choose the keyword "gardening tools" as one of the keywords in your sponsored product ad. After selecting an amount that you are willing to pay per click on your ad—known as your bid—your ad will go live on the platform. Now, once a customer searches the term "gardening tools" on Amazon they will see your product at the top of the search results page. If they click on it, you will be charged the amount that you bid per click. If not, you won't be charged for it being displayed to them.
The second type of advertising avenue that Amazon offers is Amazon display ads. Unlike sponsored product ads, this ad type is displayed when customers search for similar products rather than a specific keyword. So, for example, if you are selling dog treats and someone searches for Beggin' Strips on Amazon, your product will be displayed on the search results page as well. Like sponsored product ads, these ads are charged to the seller on a per-click basis.
Lastly, you have Amazon sponsored brand ads. Rather than marketing a single product, this ad type markets your entire brand, with your logo, a custom headline, and multiple products displayed on relevant search results pages. This ad type is also charged on a per-click basis.
When developing an Amazon advertising strategy, it's a good idea to make use of all these various PPC ad types, and Amazon PPC management is certainly one of the most important skills that an Amazon seller can learn.
Social media platforms such as Facebook, Instagram, and Twitter present an incredible opportunity for Amazon sellers to reach their customers at the places where they spend the most time online. Social media marketing also presents the opportunity to create highly targeted ads, since no one knows your customers better than the social media sites that have been collecting all of their personal data for years.
Want to send out an ad to female yoga enthusiasts between the age of 20-35 who live in the Northeastern United States? Facebook lets you do that with no trouble at all—and you can go way more specific than this if you so desire. This ability to create ads that are specifically targeted to your ideal customer along with the fact that people spend more time browsing social media sites than they do any other pages on the internet makes developing an Amazon social media strategy one of the most effective ways to reach new customers and grow your sales. Facebook ads for Amazon products enable you to create a PPC advertising campaign, target it only to the customers you want to see it the most, and link it directly to your Amazon product page. Of course, Facebook is not the only platform that offers such a service, and—in addition to Amazon Facebook ads—you may want to consider taking advantage of platforms such as Twitter, Instagram, and others as well.
These social media sites also present the opportunity for you to make Amazon influencer marketing a part of your Amazon marketing strategy. Influencer marketing entails paying social media influencers who have a lot of impressionable followers to sponsor your product in one of their posts. While a little more challenging to organize than a PPC ad campaign, influencer marketing can certainly be a rewarding avenue to make use of.
If you would like to grow your Amazon sales in the most effective way possible, one of the best options you have available is to enlist the help of an Amazon marketing services provider. When you work with an Amazon marketing agency, you will have dedicated marketing experts who handle every aspect of marketing your product on Amazon, from creating optimized and compelling product listings, to developing effective advertising campaigns, to leveraging the marketing potential of social media.
At SupplyKick, we are proud to be the industry leader when it comes to Amazon marketing services. If you would like to learn more about how our Amazon marketing specialists can help you grow your business, brand presence, and boost your sales, feel free to contact us today.