Everybody is on social media these days. It’s a significant loss to your Amazon store or any other business if you fail to tap on using it as a marketing platform.
With billions engaging on Facebook, YouTube, Twitter, and other social media accounts, giant companies are also racing to piece a grab of such a vast market. You should do that as well if you want to remain competitive and relevant.
Although social media marketing seems a little bit of techy stuff, it’s something that even average marketers can learn and do. Here is the thing. If you’ve been posting posts that attract a lot of likes and shares, then that’s also possible when you promote your products or services.
But of course, there are best practices that you also need to learn to make up most of your social media marketing strategy.
We’ll be discussing these practices in this article to help you launch a successful marketing campaign. Here we go.
1. Have a Long-Term Mindset
A lot of small business owners and those who are just starting underestimate the potential impacts of social media. For them, it’s just a waste of time that only yields results for a time unknown. Perhaps, you’ve had that thought as well when you were introduced or advised to make it a part of your marketing strategy.
In fact, some social media recognized gurus such as Gary Vaynerchuk once said that a lot of businesses who question the potential of the platform eventually go bankrupt. He also mentioned while they care so much about short-term gains, they don’t look at the long-term view which is where social media comes in.
But as a business, you must always have a long term perspective whatever the short goals you are targeting to achieve. Consider this. Your strategies now may work after a few weeks and generate results right away. But what about if the customers were not satisfied with your products and shift to other stores? Ah, that’s where long-term thinking should come to play.
As an Amazon seller, look at social media as an opportunity to collect customer information, reach more markets with your brand or product, and utilize it as a medium to launch an additional channel.
Although social media success might entail a marathon, most Amazon sellers should not forget the short term. That is why make sure that you’re attracting traffic to your store who have the intent to purchase or have a high purchasing potential. Otherwise, you’re just loading your website with what some marketers bluntly refer to as “junk traffic.”
2. Don’t Stretch your Campaign Too Thin
It’s no surprise that many businesses dabble on all social media accounts, trying to gain visibility for each platform. For giant companies, that may sound practical and feasible. But if you are just starting and don’t have the technical and human capability to optimize all these, it’s always a good idea to focus first on platforms that work for the time being.
Depending on your target market and the product you sell, it could be Facebook or LinkedIn. That is why it’s imperative first to identify and understand what marketers call your “customer avatar.” Who are you attempting to attract, and where do they mostly hang out? Is it Facebook or Instagram? Is it YouTube, or is it Twitter? That and other details, you should take into account.
Once you’ve identified, focus now on the platforms that are relevant and more effective. For example, if you’re targeting young people, you might want to use Instagram. Or when you’re after customers with preference to visuals, then a YouTube channel should be the top priority.
In doing so, make sure you optimize the content and provide them with the value that appeals to their needs. Always take note. Provide an answer to your customers’ p ain points using channels that best appeal to them. Basic principles such as altering your post types, your tone or personality, or the text overlays are also essential considerations.
But then again, you should know that it’ll be a challenge to bring that level of focus to more than one or two platforms at a time. That is why it’s recommended to never give up on a platform that is really driving traffic. If you’ve noticed, most of the biggest brands, influencers, and media personalities kicked off their profiles by testing waters relentlessly. Just keep working on your campaigns until you achieve the sweet spot. And yes, you’ll get there with unwavering persistence and perseverance.
3. Generate Content that Appeals to your Audience
Let’s say you want to boost your Amazon store’s reputability for recently adopting amazon repricing tools. Do you think that would appeal to oldies and adults when you’re using techie jargon? Most certainly not.
Think about this. The most successful social media marketers in the world make use of stories that are highly engaging and relatable. More often than not, they make use of humanized narratives to make direct connections with their followers. For example, there is an Amazon brand selling noodles, and to market these on social media, they made use of a family dinner setting to appeal to their target audience who are the families.
So, if you’re a mother who prepares dinner for your family, you must have been hooked by the portrayal of love and other values embedded in the noodle promotional. That’s how marketing works nowadays.
Brands are not just advertising the best features of their products but are relating these to daily realities. So what are we driving home on this? It is the story that matters, and that plays a critical role in attracting leads to your Amazon store and turning them into avid customers.
Again, you are building content to attract potential conversions. Keep this mantra in your mind. Create content that is for the people and by the people. That may sound clique, but it’s something you should not underestimate. Yes, it surely works!
4. Tap Social Media to Boost your Amazon Conversion Rates
Thousands of daily page views per day? That does sound like a successful social media marketing campaign? But not necessarily.
Don’t fall into the common mistake of generating a considerable page view but result in zero or comparatively low conversion. Once Amazon detects that it would automatically drive down the page’s conversion rate. That means, it’ll show up less often in Amazon search results and the priced Buy Box. That will lead to a significant drop in traffic.
But don’t worry. As long as you focus on qualifying traffic, you’ll continuously have access to great conversion opportunities.
The best strategy to do that is to only link to your Amazon product page when the user clicking has an intent to buy.
On the other hand, here are possible places where a user might click but don’t have the plan to buy an item:
- Facebook Page header link
- Pinterest profile link
- Twitter profile link
- An unrelated social media post
You see. When a social media viewer clicks on your main profile link, there’s a tendency that they want to know more information about your business and your offer. But that user may not be ready to buy. That is why make sure to connect to your Amazon Seller page where they can see all your offers or to an external website rather than a particular item.
What about random social media posting? An important tip – Don’t just continuously link to your product page in Facebook and Twitter posts. That may sound too salesy, leading to unnecessary leads.
What you do then is to only connect to your product page when it’s evident to the social media user what he will be clicking. Sure, you can reserve it for the following:
- Single-use coupon codes
- Daily or flash deals
- BOGO deals
5. Use Social Media to Capture Email Addresses outside of Amazon
One of the critical Amazon rules you should know is that they prohibit using their platform to capture email addresses. That is why you need to strategize on how you can obtain emails. After all, emails are critical to building a solid following. Most successful marketers also recommend obtaining emails because they have a higher capacity to convert into raving customers.
To do that, you can use social media. Earlier, we mentioned the profile links where you should not overlay your Amazon product pages. These can serve as opt-in forms.
Do offer free content such as e-books or online courses for you to captivate users to subscribe and enter their emails quickly. Subscriptions gets automatically recorded in your listing.
6. Market to Existing Fan Bases
As you learn more about social media in general, you’ll realize it does have more positive effects than otherwise. Although you don’t have to lift your social visibility very high off the ground, you can still market on social media by leveraging on influencers. There’s a ton of them out there, covering a variety of niches of which your product may be related to.
Ask one of the influencers to come up with a sponsored post for your product and link it to your website. That will lead to considerable traffic to your site. Since their followers trust these influencers, they have a higher chance of converting.
So there we have it. Keep these strategies in mind and heart when planning and crafting a social media marketing strategy. Apply them consistently, and you’ll be amazed at the results these create.
Patrick Panuncillon is an online marketing specialist who has been helping Amazon sellers boost their rankings and conversions. He is also a seasoned SEO expert who loves helping startups gain a considerable track of traffic in the shortest time possible.