The annual Amazon peak season has begun for a long time, but the order volume of many sellers has not increased significantly. Everyone can only make fun of themselves in the group to ease the atmosphere. In the context of the era of mass entrepreneurship and innovation, a large number of young people have flocked to the Amazon platform, resulting in the current Amazon market no longer being a so-called red ocean, but a "blood ocean". The old sellers are groaning and deeply trapped in the business world, while the new sellers are full of energy and are sharpening their knives. The result is product homogeneity, a large number of infringement incidents, soaring labor costs but product prices are still at the level of four or five years ago, frequent follow-up sales, and the use of high-bidding advertising promotions to grab non-natural traffic. It is difficult for products to stand out, and the operational requirements for merchants are constantly increasing. Therefore, the brand nature of the products gradually emerged, and you need to make great efforts to build your own brand and use the brand's tone to obtain a large amount of natural traffic.
Amazon is one of the largest e-commerce platforms in the world. According to data from Statista, Amazon had 2.4 billion visits (on PC and mobile) in April 2018, making it the most visited platform in the United States.
According to statistics from SimilarWeb, in the past six months, 7.35% of Amazon's traffic was referral traffic, 6.01% of traffic came from social media sites, and 3.56% of traffic was driven by email.
This proves that external traffic plays a key role in promoting Amazon sales. Since it costs so much to obtain on-site traffic, why don’t we create traffic ourselves?
Today in the United States, about 80% of adults use social media, of which 23% of online time is spent on social media. Among these people who use social media, 70% of users have made online purchases, and the trend is constantly increasing. With the development of mobile Internet, Internet access is no longer affected by time and space, but can be carried out anytime and anywhere in a fragmented manner. This just fits the nature of social interaction itself, allowing people to be in a social environment at all times. This is also our entry point for acquiring external traffic. We use fragmented time and fragmented reading to launch our own brand story, which can be in the form of all current new media communication forms.
Leverage the convenience and timeliness of social media to build intimacy and loyalty with potential buyers, convey brand stories, increase buyer repurchase rates and stickiness, and then build your own brand and break Amazon’s barriers - "self-entertainment" shopping. Shopping is inherently an interactive, impulsive behavior that satisfies one's own needs. Through this transformation, we can communicate with buyers in the first place, maintain relationships, and quickly resolve after-sales issues, turning the previous funnel-shaped traffic into fission-shaped traffic, and turning selling one product to 1,000 people into selling one product 1,000 times to one person. It can be said that external traffic is the frontier for building a brand, directing traffic to the store in multiple dimensions and directions.
Here are a few ways to attract external traffic:
Facebook marketing promotion is still very important. It is also the most commonly used social media promotion channel for brands. About 60% of brands will choose to use Facebook for promotion. Judging from its performance in the past three years, Facebook's market share has always remained above 60%, ranking first. Therefore, if you want to do a good job in overseas promotion, learning Facebook marketing is a compulsory course for every seller.
Marketing Tips:
1. 2/8 rule.
This means that when planning Facebook page content, you must ensure that only 20% of the content is "hard selling", and the remaining 80% should be other non-marketing content that is interesting, educational, and valuable to users. The purpose of 80% of non-marketing content is to attract users and cover up for the 20% of marketing content. Therefore, there should not be too much marketing information. Do not promote store products in a large amount of space. You should let users be attracted by your content and actively search for and inquire about your products or store.
2. Release at the right time.
Generally speaking, the best time is from 12 to 1 a.m. on weekends. More people will see what you post during this time, and there will be more interactions. However, the specific release time is recommended to be determined based on the active time of your target users.
3. @ more fans.
One @ in a sea of people can bring your fans closer to you and maximize your organic clicks.
4. Instant reply.
Many consumers now prefer to communicate with brands directly through Facebook, and people often expect instant responses rather than automatic replies. Timely responses are beneficial to improving Facebook rankings and winning fan loyalty.
5. Share user-generated content (UGC).
More than 90% of consumers refer to UGC before making a decision to purchase a product. In addition, incorporating UGC into marketing content can make your marketing more interesting and credible, so you should collect more user-generated content on a regular basis.
6. Publish pictures and texts.
Pictures and texts are the type of articles with high likes and reposts on Facebook. It is recommended to use UGC pictures and texts because their advertisements are more special and you can use the header image to attract potential users.
7. Run paid ads
Based on your own actual situation, you can choose to place paid advertisements on Facebook to achieve better marketing results for your brand or to extend the advertisements to individual users of Facebook to attract more users to read your brand content. The Coca-Cola brand has been around for more than a hundred years, but a huge amount of money is still invested in advertising every year, because being a "household name" is unreliable, and consumers need to be reminded and urged to consume every now and then.
Currently, Instagram has more than 300 million active users; users "LIKE" 1.7 million pictures every minute; statuses with tags will receive 112% more interaction; statuses with locations receive 79% more interaction; 50% of retailers use Instagram; 70% of Instagram users log in at least once a day; after Instagram exited the video function, there were more than 5 million shares within 24 hours; Instagram currently supports 25 languages; Instagram users spend an average of 21 minutes using Instagram each month; 42% of marketers focus on Instagram promotion.
Marketing Tips:
1. Use a short link to track your Instagram traffic source
For social marketing, it is critical to know where the traffic is coming from. Here I recommend a tool called bitly.com (can be opened with Google Chrome), put the link in your personal profile, and you can check your traffic in the future.
2. Make better use of your profile position
There is a word limit for the introduction. After each update of the post, change the address in the introduction to the address of your landing page so that your users can find you smoothly.
3. Cross-promote with some accounts
Look for more opportunities to cross-promote with other brands. For example, if you own a brewery, you can do some cross-promotion with some bars. Try to contact accounts of similar level to you and cheer each other on!
4. Use Hashtags
Hashtags don’t mean the more the better. Find some popular hashtags related to your brand and products and add them to your posts.
5. Mix pictures and short videos together
It would be best if you can make your own videos. If you don’t know how to make videos, you can also look for videos related to your brand products on the Internet, add your URL to the video and post it on your Instagram page.
Affiliate Marketing
Affiliate marketing is a segmented marketing model launched by Amazon, which has allowed a large number of Internet celebrities, experts and unknown amateurs to try it out. They promote consumption by posting product links on their own channels and using private traffic, and they take commissions from the process. When cross-border e-commerce companies such as Amazon, Walmart, Wish, eBay, and AliExpress were competing for the market, this method of attracting external traffic also emerged. We can use this method to effectively and directly attract traffic to our own stores.
Sellers can contact well-known bloggers or influencers in your product category and develop product promotion plans with them. These bloggers and influencers have already gathered fans, so they can bring good conversion rates. But be careful not to violate Amazon’s affiliate marketing policy, which does not allow sellers to promote to friends or family, for example.
Today's Amazon is no longer a platform that can be achieved quickly and quickly. We need to work hard, take root in it, and plan a long-term operation plan. This operation plan not only includes product operations within Amazon, but also long-term external brand operations.
