Amazon wields prominence and unparalleled
strength in the industry of e-commerce. It is an always-changing market with a
greater flux of competitors every day. If you do not fashion yourself with the
current market trends your industrious work will be levigated by the Amazon
algorithm.
Competition on a global level with people
who are experienced and adept at selling their products makes it a critical
task for sellers to rank their products and drive more sales. You are either a
new seller or working for some time; you must desire to break the barricade of
specific traffic to boost your sales.
Do not get in a flap, as we are dedicated
to providing you with the best solutions to your problems.
A
QUICK HACK TO DRIVE EXTERNAL TRAFFIC ON YOUR AMAZON STORE
Are you running an effective PPC and
getting a good number of sales? Or maybe giveaways are getting you ranked in a
good spot, but that’s just the amazon traffic you are selling your product to,
and you might be skipping a good chance of boosting your sales by merely sticking
to the amazon traffic.
This blog is intended to illuminate a new
sales path and provide you with some tips to grab more amazon traffic that you
most probably have been missing out on.
Why
External Traffic Matters for Amazon
Amazon is sheltering more than 12
million products. Doing everything to increase the visibility of your
product within the organic search constraints is Amazon’s rock bottom table
stakes. That includes optimizing your listing, description, Title, bullet
points, backend search words, and A+ content.
The same goes for paid traffic - that you
are utilizing your paid mediums amazon launched for you. However, by doing this
you will face two challenges.
· First, you will be stuck in high
competition as you are only working on something that every other seller is
doing.
· Second, if you are a new seller then
there will be many sellers ahead of you unless you came up with a unicorn
product that has no competition.
External traffic is the solution for
these predicaments. The biggest mistake some people make is when they try to
drive off their customers outside Amazon to their website. The main
issue with that, your performance and future place on amazon are forecasted
by your Ranking. By driving off customers outside amazon, you are robbing
your own SEO juice that is the deciding factor of your Amazon ranking.
Note:
The SEO is more rewarding than the referral fee, which is hardly 15%, what you
are saving by making people purchase directly from your website.
Why do
I need external traffic?
Gaining visibility and traction in such a
huge space is very difficult. By combining the right strategies and utilizing
the optimum tools, you can achieve that. But why achieving that external
traffic is so important that everyone is looking up to it?
Almost 65% of the customers start
searching directly on Amazon for the products they want. This is huge and we
cannot cast aside the fact that Amazon itself is a huge market to give you good
output. But, keeping in view the potential and competition if we stretch a
little more then, there are still 35% of the people who want your product
but are not searching for it on Amazon.
Let us understand it in a way that,
suppose you have 100 customers, and 65 of them buy on Amazon. Still, 35 people
want a product but your product is not reaching out to them. Wouldn’t it be
more beneficial for you if you convert these 35 people to buy their desired
product from your online Amazon store rather than buying from an online
website?
Let's suppose you do not focus on driving
external traffic and put all your efforts, energy, and resources into
optimizing and ranking your product. You may get enough sales to sit above a breakeven
point but then what will happen is; that you will see a Sales Plateau. That
means your sales will be limited to a certain level and cannot exceed that
limit until and unless you break through it by driving external traffic.
A good traffic-driving strategy can
improve your ranking, boost your sales, and enables you to glorify your brand
by making it long-lasting.
Where
to begin?
That’s the real question, where to begin
with? Should I make a personal website, or should I start sharing my product on
pages for better visibility? The answer is no, not right now. Your first step
should be to optimize your SEO content.
SEO
Optimization
You may be wondering how will SEO
optimization help you to drive external traffic? We need to clear that
misconception that an optimized listing is only for Amazon. SEO optimization of
your product does not only help boost your product on the front pages of amazon
but also other search engines. According to Sales
lion, 34% of people use search engines
like google, bing, yahoo, etc. for search a product.
Optimizing your product’s content will
have a direct impact on your product's organic search ranking. More organic
search ranking means more sales.
For SEO Optimization of your content, you can follow these tips
- Study your competitors
- Write a catchy Title
- Fix your bullets with relevant keywords
- Add pictures
- Update your description
In this way, Google will show in the
search results whenever a customer types a keyword that relates to your
product. Moreover, Amazon always welcomes outside traffic. For example,
if a person is searching for headphones and land on your page as you are also
selling headphones. Even if he just visits your store and leaves without buying
Amazon will recognize you as the person who brought the outside traffic and
will give you a favor in terms of ranking.
Where
to display your products?
Some of the widely known social media
platforms for visibility of your products for customers are Facebook, Pinterest,
Instagram, Personal Websites, Email Marketing, etc.
Now it is important to understand that
every product has a different market and, of course, a different category of
people looking for it. Hence displaying those products on every social media
site or platform may not do much good; For example, if you are selling nuts and
bolts, then obviously displaying them on Pinterest may not be very effective as
it is a platform where people find some catchy and sight warming images hence
your pair of nut bolt won’t attract much traffic.
On the contrary, if you are selling
something that has a good outer appearance, such as a candle warmer, then
Pinterest is the right place for you as it attracts the customer’s eye.
Moreover, you need to have your product advertised
in more spots as usually there are fewer chances of a viewer buying your
product by just getting a first-time glimpse of your product. Therefore, you
need to get the attention by advertising it more and making sure that a viewer
sees it more than once, which greatly increases the level of interest and may
lead the viewer to click your product and ultimately end up getting in your
online store buying your product.
The
landing page strategy
Before getting too excited to drive
external traffic and get sales you must keep in mind that it is not always a
good idea. Let's take a minute to learn why it is a bad idea.
Sacrificing
long-term relationship: If you drive your customers directly to your product listing then
you may lose your customers for the long term. This is because you are just
driving them for one product, how will they know when you are offering special
discounts and new products? Hence your long-term relationship will be affected
by that.
Less conversion rate: If a person directly lands on your listing then there is a greater chance that he may not convert. This will negate the benefit you get from the algorithm of Amazon ranking.
So what to do instead? Build a website or a landing page. Channel your customers through your landing page. This will benefit you in two ways
- You will be able to whittle your traffic to potential customers.
- You can harvest their emails to send them updates on a daily and likely basis for your future marketing campaigns.
Social
Media
Do you want to increase your sales
volume? See where people are spending most of their time and where they are
most likely to see your products. Yes, you got that right, social media.
All of the social media platforms are now
equipped with advertising programs that you can use to passage your traffic to
your website. Which makes social media the best platform to showcase your
product to increase sales velocity and get a higher ranking.
Facebook
Ads
Facebook has the most traffic flux, which
is over more than 1.960 billion users a day. Facebook offers many
filters to target your audience specifically. That includes age, location,
gender, connections, and language. It also offers detailed targeting that
enables you to filter your audience based on interest, demographics, and
behavior.
Decent Facebook Posts are what you need
to do while listing your product on Facebook. Keep your description precise
and try to talk more using pictures and demonstrations using infographics and
real-life photos. Don’t make too lengthy Facebook descriptions as the customer
may lose interest.
Instagram
Ads
As FB is known for traffic, Instagram
is known for branding and influencing. More than 70% of businesses were
reportedly using Instagram. Instagram users are mostly adults, so it
appeals to younger demographics.
You can get your product advertised
either by having it displayed on your page or through influencer marketing. Hiring
some social media influencers to give your product a shout-out and
advertise it for you is the most popular strategy in advertising. Make sure to
select a social media influencer whose followers are interested in your niche,
or you think that their followers will like the product that I am going to get
advertised.
In addition, you can have the Instagram
story, which is displayed on the top of the Instagram page, contain your
website link and make the traffic diverted to your website using Instagram.
Common
Mistakes in Advertising
Keep your image quality high: Poor-quality images are not just poor
in quality but also poor in attracting traffic for you. Just remember first
impression is your last impression and a person scrolling through the feed will
not be reading the descriptions of every product. He will be exploring the
products based on how compelling and premium quality his desired product’s
images are.
Lack of Creative content: Spend more effort on making creative content for your product;
make high-quality and creative videos for video advertisement. Come up with
some creative listing and product descriptions highlighting all that is needed
by the customer and make the customer feel that he needs to buy this product if
he wants to add comfort to his life.
Don’t be desperate: Don’t sound like you desperately want to sell your product
therefore don’t try to emphasize more on telling the customer to buy your
product, make your description and presentation with such perfection that the
customer himself clicks the add-to-cart button!
The
Bottom Line
It is to remember that there is no
absolute source of external traffic for amazon. It depends upon your product
type, niche, and target audience.
For example, Pinterest is only suitable for
visual products. Facebook is extremely competitive and favors lifestyle
products mostly like makeup, outdoor gear, clothing, etc. but it is costly. The
same goes for other traffic channels like Instagram, Twitter, Reddit, and Snapchat.
Carefully select your channels and try not to spend money all at once.
Choose the promising channel, give it a try and track your results carefully.
Amazon is a big marketplace. If you give
proper time to optimize your listing and promote your product, you will be in a
very competitive position to beat.
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