Through Amazon, a small business can grow into a super successful one. The wide reach of this online retail giant offers business owners a great opportunity to reach millions of potential customers. However, with so many sellers on Amazon, things can get really competitive, which is why it’s not a good idea to rely solely on Amazon for traffic.
Aside from optimizing your products for Amazon, you also need to advertise your products outside the online retail platform. Driving external traffic to your Amazon listings will help improve your sale numbers and will increase your Amazon store’s visibility, especially when certain Amazon self-service tools, such as the company’s own PPC program and Coupons, aren’t available to you.
There are many ways to utilize external traffic sources to boost your sales on Amazon. Let’s go through some of them:
Affiliate marketing is when you get affiliates, i.e. people like bloggers and influencers, to share a link to your product or service. When one of their followers clicks on the link and buys your product or service, the blogger or influencer who posted the link gets paid.
Affiliate programs are a great way to promote your Amazon store and sell more products. The key to success in affiliate marketing is getting as many affiliates as possible to spread the word about your products or services.
The Google AdWords program makes your products more visible to people searching Google for specific search terms or keywords. Google AdWords offers Amazon sellers an amazing opportunity to increase their visibility outside of Amazon. The best way to optimize Google AdWords is to drive traffic from Google searches to a landing page for your business or store instead of to your Amazon listing. This way, potential customers are exposed to your entire array of products or services immediately instead of just a single product.
Organic social media
Today, one of the major sources of traffic to any online store or retail platform is social networking services. This is not just because so many people use social media platforms like Facebook and Instagram to buy and sell products, but because when you promote your products through social media, you pre-build an audience that is likely to need and purchase your products. This certainly helps boost sales and improve your store’s exposure.
Facebook is a great place to promote your business. Here, you can build a dedicated page to your business, join group pages related to your industry, and reach out to influencers and potential customers via comments and messages. You can utilize various types of content, such as videos and polls, to engage your audience and get them interested in your products. If you already have a blog, you can duplicate the content here and lead people back to your blog and/or business website or online store.
Pinterest also offers an amazing opportunity for Amazon sellers to be recognized, especially if their products are visuals-based and/or targeted toward women, which make up the majority of Pinterest users. One of the best ways to build a following through Pinterest is to post your content on shared boards that already have plenty of followers.
Other platforms where you can be discovered by your target demographic are LinkedIn, Reddit, and YouTube.
Reaching out to influencers
Social media influencers have the potential to drive thousands, if not millions, of potential customers your way. Find out who the influencers are in your particular industry and reach out to them. Some will ask for a fee while some will agree to free products or samples. The trick is to find the ones who are truly influential in your space and have enough clout to get people to try your product. You can approach those influencers by messaging them directly or getting in touch with the firms that handle their PR.
Email lists and email marketing
An email list is an invaluable tool for building a long-term customer base, growing a robust brand, and reaching as wide an audience as possible.
With an email list, you can create value for your potential customers and keep them coming back, engage with your followers and build relationships with them, find out what they like and get feedback on your products, and let them know about sales, promos, discounts, and product launches.
Through email marketing, you can ask your customers to leave reviews, which will inform not just your product development but things like your search performance and conversion rates. Another amazing benefit of having an email list is that you always have a list of customers even if you somehow get kicked off Amazon. It’s a kind of insurance against the worst case scenario.
You won’t capture customer emails via Amazon, so you will have to drive traffic from exterior channels to collect emails. Email marketing is simply the act of sending emails to potential customers who might be interested in receiving alerts and messages about your products. You can send out a weekly email newsletter that contains a mix of valuable content like blog posts, videos, and tutorials, as well as promotional stuff like discounts and “buy now” offers.
Blogs and guest posts
This is a really useful tool that you need to set up as soon as you start your business. Having a blog for your online store allows you to offer value in the form of content to your prospective customers. If you create relevant and engaging content, your blog readers will keep coming back and potentially be interested in what you’re selling. You can also populate your blog posts with links to your products and steer your readers to them. At the end of each blog post, you can add a link to your Amazon listings or to your online store so that your readers can check out your products.
Aside from maintaining your own blog, you can also promote your products by writing guest posts for other people’s blogs. Do some research and find out what blogs are offering content about your industry or niche. Ask the bloggers if they are open to partnering with you either by having them review your products or by contributing guest posts to their blogs.
To build a business that lasts, you have to learn how to optimize the many channels available outside of Amazon and direct external traffic to your Amazon listings. Combined with on-Amazon optimizations, these techniques should help you maximize the earning potential of your Amazon store.