Strategies You Should be Using to Grow Off of Amazon
This article was contributed by Jeff Lieber and his team from TurnKey Product Management, an Amazon consulting company. With over 12 years of Amazon experience, over 150K products sold, and over 8 figures in revenue made for our clients in the past year alone, we are uniquely positioned to help brands scale their sales on Amazon through a variety of services: full service management, Amazon PPC management, 1-on-1 coaching, standard operating procedures, online trainings and more.
Amazon is undoubtedly a juggernaut in the e-commerce industry. It has built its reputation as the one-stop shop for online shoppers. In the process, the e-commerce giant has given millions of sellers a platform to grow their online businesses. With increasing exposure, however, comes great competition. Amazon sellers today have to be on top of their marketing game to remain profitable. Selling to one-time customers isn’t enough; you need to implement strategies to leverage Amazon’s traffic that help you grow off of Amazon, as well. At our Amazon marketing agency, TurnKey Product management, we see and use these strategies all the time with great success. Which strategies, you ask? Let’s break it down.
The Customer List and Social Media Combo
A customer list comes in handy when you want to run social media ads. Using a customer list, Facebook’s advertising platform is able to locate your past customers on Facebook and then it allows you to retarget your previous customers with Facebook and Instagram ads. It’s an incredible opportunity to lead them to either your Amazon product pages OR your own website.
Where do you get the Amazon customer lists? Amazon customer lists can be downloaded in Seller Central. To find the list go to Reports → Sales → Amazon Fulfilled Shipments. This list only holds the last 30 days of customer data so be sure to download the list frequently!
With your Amazon customer list, you are also able to create a lookalike audience for your Facebook and Instagram ads. With a lookalike audience, you’ll be targeting people with similar attributes to your customers which will consequently result in acquiring new customers.
Giveaways remain some of the best lead magnets in e-commerce. With Amazon, you can run giveaways that make it mandatory for your customers to watch a YouTube video before entering to win. By funneling your customers through a YouTube video, you can pixel them and add them to your YouTube list. Once they’re on your YouTube list, you can target them with YouTube ads for the next 30 days. Incredible!
To set up an Amazon Giveaway all you have to do is head to the promotions section within Seller Central! This strategy has zero Amazon fees and only costs you the price of your product.
You’re going to want to set up a YouTube channel and a Google ads account beforehand to set up the pixel. However, just like social media ads, it gives you the freedom to direct your customers anywhere. It can be to your Amazon store or a social media page. It’s all up to you.
Landing pages come in handy when collecting extra information during ad campaigns. When setting up your Facebook ads using your Amazon customer list, it would be in your best interest to implement a landing page instead of sending your traffic straight to Amazon. A landing page will allow you to collect emails from your audience which you can later use to retarget them. Emails are crucial when it comes to marketing. With a customer’s email, you can retarget them as long as they remain subscribed to your emails.
Landing pages aren’t only useful for collecting emails. You can add a tracking pixel to your landing page to track impressions and conversions. Using this data can help you identify the demographic that responds best to your ads and create a lookalike audience based on that information.
Obtaining email addresses should be one of the top priorities whenever you run ad campaigns. Implementing the email marketing strategy has the potential to convert prospects and one-time buyers into regular customers. When driving off-site traffic to Amazon, it’s imperative that you collect emails using a landing page and other strategies. Offering an incentive such as a promo code would encourage people to input their emails on your landing page.
Once you build an email list, you can start running email sequence campaigns based on what you want to offer your list members. The email list can be a great way to share new information such as product launches, sales, education, discounts, giveaways, and much more!
Direct-mail marketing is not only cost effective, but it’s also a great way to make your business stand out from the competition. An Amazon customer list gives you access to customer mailing addresses. You can utilize these addresses to send physical postcard mailers to your customers.
Through these mailers, you can inform your customers about new product launches, sales, discounts, or just ask them to come back and shop. Since it’s not something that your customers are expecting, the surprise factor creates an impression of thoughtfulness which can encourage the customers to come back.
As you can see, your customer list and customer emails play a crucial role in ensuring you successfully grow on and off of Amazon. By combining the right customer data with these strategies, you can stand out and grow your business to new heights!