So, your awesome product is sitting in the Amazon warehouse ready to ship to your customers, and you’ve pushed your professional, SEO optimized product listing live. The next step is to drive external traffic to your listing in order to please the Amazon bots by increasing sales.
In this post, I’ll share some strategies that will help you drive that external traffic to your listing, which will improve your sales, and by doing so, your rank on Amazon.
1. Create a product website
If you build a product website, you’ll not only be able to drive traffic to your Amazon listing (which they frickin’ LOVE!), but also make sales on it yourself.
If you have one product, a simple website consisting of a Landing Page, About Us page and Contact page can be enough to get you started, but you can (and should) go further than this because the website will be an important gateway for other methods mentioned in this post.
Should you build a custom website, or use an ecommerce platform like Shopify or Woocommerce?
If you’re a solopreneur, I’d advise against building a dedicated website. It will cost way more than you expect, and first you need to prove that your product is going to sell. Plus, you can spend the thousands you would have spent building an unnecessary custom website on the methods to drive traffic mentioned in this post.
I personally love Shopify. I’m not affiliated in any way, I just think it is the most intuitive, powerful, sleek and easy to use platform for ecommerce entrepreneurs. Plus, there’s a ton of free templates you can customize.
2. Post blog articles
Using keyword research, you can create blog articles around the questions your customers are searching for, and then drive them to your listing from there – again, external traffic is something that Amazon loves and they are prioritizing it in their A9 algorithm.
You can read a bit more about how to create SEO optimized blog content for your audience in my blog post HERE.
3. Develop a social media strategy
Firstly, you may be wondering which social media channels to be on. It can be overwhelming because there are so many. Start with Facebook, Twitter and Instagram, then consider whether Pinterest and Youtube are a fit for your business.
You need to create content that is highly relevant to your customers and constantly delights them so they become followers, and hopefully ambassadors of your brand. Once you have followers, you can drive them via promotional links and sales messages to your product website, and ultimately to your Amazon listing.
Hire a creative copywriter to develop rich social media content for all platforms. This could be funny quotes, useful facts about your product space, funny videos and compelling promotional ideas.
Make sure your bio on every social media channel is powerful, and includes a link to either your Amazon listing, or product website.
4. Run PPC ads
You should be running Amazon PPC sponsored ads to get sales and drive up your sales rank. But you can generate some fantastic sales and traffic via other types of PPC ad – like Google Adwords, Facebook and Instagram.
Google text ads are probably the easiest ones to get started with because they don’t require any images or visual creative.
Make sure you are targeting low competition keywords, or you’ll need a lot of budget!
Hire a direct response copywriter to create the advert copy for you, so that you can get the most out of each click. A professional ad writer will know how to convert clicks and sales, which means you’ll get more bang for your buck.
5. Leverage your network
I’ve talked about some old school marketing tactics to promote your Amazon listing in this post. But another free and easy way to drive traffic is by getting your friends, family and network to visit your listing and buy your product to help boost initial sales.
Create a fun and compelling email from the heart and include a promo code for them to buy your product for a much lower price (you can create this in seller central). You could even reimburse them for their purchase. Then get them to leave a glowing 5 star review.
If you can drive traffic to your Amazon listing and make sales using some (or all) of the above methods, Amazon will start to take notice and your sales rank should improve, which in turn results in more sales.
And it all starts growing exponentially from there…
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