Social media marketing has forever changed the advertising landscape. It has provided small and medium-sized brands an opportunity to reach a wider market and achieve accelerated growth.
Social media campaigns can bring your business to new heights of success. It can help you interact directly with your customers and build a solid relationship with them. It also allows you to get to know your customers better and understand what makes them click that “Add to Cart” button. It also helps you establish yourself as an industry expert and a thought leader.
What’s great about social media advertising is that it’s accessible and incredibly affordable. You can even use it for free.
Building an Amazon Business Using Social Media Techniques
It’s no secret that branded marketing is limited in the Amazon ecosystem. The retail giant is keen on retaining ownership of their customers. They don’t want to send their users to other eCommerce websites.
Amazon has a few features that brand owners can use to build their brand value, such as Enhanced Brand Content (EBC), Amazon store, and Amazon Posts. Amazon Marketing Services — the retail giant’s advertising arm — offers a wide array of marketing options, including sponsored ads. Sellers can also do product listing optimization to improve their brand’s visibility in the Amazon search engine results page (SERP). However, these services offer limited results.
The major downside of relying solely on listing optimization and Amazon Marketing Services (specifically sponsored ads) is that it allows Amazon hijackers to steal your customers.
To avoid this, it’s best to leverage social media techniques to drive traffic to your Amazon page during the early stages of your business. Here’s how you can do that:
Choose the Right Social Media Platform
Before you start your social media campaign, you have to take time to understand your customers. What kind of social media platform are they using? For example, if you’re targeting travelers, you can use Instagram as your primary social media marketing platform. If you’re targeting young professionals, it’s best to choose Facebook as your primary platform. Of course, you can use more than one platform if you think it’s necessary. But, keep in mind that focusing on only a few social media platforms can save you a lot of time.
Build A Community Around Your Brand
A solid social media technique can help you jumpstart your Amazon business. But, it’s actually a long term marketing strategy as it can help you gather customer data, widen your reach, increase your market share, improve your sales numbers, and increase your customers’ trust and loyalty.
The best way to hype your brand is to build an online community around it. For example, if you are selling a yoga mat, you can build a yoga community on Facebook. Use this group not only to sell your products, but to also connect yogis around the world. This can definitely help you create a solid customer base.
If you’re selling surfing accessories, create an online community for surfers. And don’t use this page to simply promote your product. Use it to also post useful and engaging content that can capture the interest of your customers.
Direct Your Customers to Your Amazon Page
Now, here’s the important part – place the link of your Amazon product listing in some of your social media posts. Make sure that your content is related to your product. This is to ensure that you drive quality traffic to your Amazon listing. For example, if you are selling surfboards, you can post an infographic outlining the things that people should look for in a surfboard. Then use soft selling techniques to direct your followers to your Amazon page.
You don’t have to place your Amazon Store link on all your posts. The goal of creating a social media page is not only to increase your sales, but also engage your customers and build a more solid customer base. You won’t have a lot of followers if you’re using hard selling techniques.
Create An Effective and High-Converting Social Media Strategy
As mentioned earlier, social media techniques can help increase brand awareness and drive traffic to your Amazon listing. This can potentially increase your sales and can help you win the Buy Box. However, you must also have a solid social media marketing strategy to achieve this.
Here are a few social media techniques that you can use to take your Amazon business to new heights of success:
1. Use Your Target Customers’ Voice, Tone, and Language
You have to post content that resonates with your target market. That’s the only way you can get their attention. For example, if you own a board shorts brand, post fun and light content that surfers and beach-lovers can easily understand and identify with. Use phrases like “good vibes”, “stress-free”, “eat, surf, sleep”, “epic”, “awesome”, “beach babe”, and “dude”. These phrases are quite appealing to surfers and beach bums.
But, if you’re selling formal dresses, use words like “elegant”, “sophisticated”, “fashionable”, and “dressy”.
2. Create Infographics
People often have no time to read lengthy posts. Plus, most humans process visual information faster.
To increase your engagement rate and get your social media followers to click on your Amazon link, it’s best to use infographics.
Infographics are not only eye-catching. They’re also engaging and persuasive. They’re easy to read and understand.
But, keep in mind that an infographic can sometimes become confusing. This is why you should keep it focused and simple. Don’t use a lot of words. Let the graphics do the talking.
3. Tell Stories
There’s nothing more persuasive than a good story. Storytelling is a great social media technique because it engages your followers. It keeps them coming back for more.
Here’s a list of brand storytelling tips that you can use to engage your customers and encourage them to visit your Amazon store and click the “Add to Cart” button:
Don’t use clichés. You have to create stories that are fresh and unique.
Be honest. Get real. Use true stories as much as possible. There’s nothing more captivating than authenticity.
Tell stories that are consistent with your brand positioning strategy, image, and core values.
Create stories that are shareable. This strategy widens your reach and can potentially boost your sales numbers.
Most of all, create stories that resonate with your target market. For example, if you’re selling essential oil for kids, it’s a good idea to post stories that can hit the emotional chords of parents. You can post stories about how your products have helped cure common illnesses such as fever and inflammation.
4. Be Consistent
It’s important to post regularly. Create a posting schedule and automate your social media posts to save time. Always keep in mind that consistency is one of the keys to a successful social media campaign.
5. Check Out Your Competitors
Take time to check what your competitors are doing. See what works for them and study their social media presence. This does not only give you a competitive advantage, it also helps you identify strategies that deliver results.
6. Be Responsive
Do your best to answer comments and inquiries promptly. Responsiveness increases the conversion rate of your social media campaign.
7. Widen Your Reach Through Ads
Facebook and Instagram ads are affordable and they allow you to target people by interests, location, or age. Running social media ads is a great way to increase brand awareness and drive traffic to your Amazon store.
8. Try Influencer Marketing
In November 1983, PepsiCo paid Michael Jackson and his brothers $5 million to endorse their product. The Billie Jean commercial was a huge hit. The ad ran for one year. In 1984, Pepsi’s sales went up to 7.7 billion dollars. Its market share also significantly increased. This pushed the company to sign other music stars like Madonna, Britney Spears, Pink, and Beyonce.
Well, nowadays, you don’t have to hire a major celebrity to endorse your product to widen your reach. You can secure an endorsement from a social media influencer.
But, keep in mind that the key to an effective influencer marketing strategy is to hire the right one. You must not only look at the number of followers. You must hire someone who has a strong influence and engagement rate over your target market. For example, if you own a surf brand, it’s not wise to hire a trendy fashion blogger. You should hire a champion surfer to endorse your brand.
9. Do Extensive Research
The social media platform is dynamic and ever changing, so you have to monitor trends. Do extensive research to see what kind of content drives engagement.
We Can Help You Jumpstart Your Social Media Campaign
If you have a hard time creating an effective and high converting social media technique, contact our expert team at MarketplaceOps. Our digital marketing and content team with years of experience can help your Amazon brand increase its social media presence at an accelerated rate.