Many people have worked on Amazon for several years, but if you ask them how they promote new products, they may stammer for a long time and not be able to give an answer. Some people also say that they just post good reviews and run advertisements. If you ask some more people, you will find that 80% of them will say this...
Today I would like to share with you my experience: How do I formulate a marketing plan during the new product period?
Develop a copywriting plan
Title, keywords, five-point description, details, A+ page (if you have already registered your brand, you will have this), that’s all. When I decide that a product is going to be put on the shelves, I will spend a day or two to carefully prepare the copy.
However, before writing the copy, I also did one thing, which was to research competing products (at least 3 ASINs), research competing products with a star rating of 1 to 2 stars, and explore buyers' needs and concerns from negative reviews. In addition, for competing products with 5 stars, sellers can appropriately add some localized language in the positive reviews in the bullet points.
As for the copywriting, you can spend more time on it. Some sellers just put the products on the shelves casually and make modifications later. However, from the perspective of Amazon's weighting of new listings, it is recommended that the first listing should be 70% complete. The more complete the uploaded listing is, the higher the weight Amazon will give it, and the more conversions it will bring.
Sales method plan
There are two sales methods: "single listing" and "variant listing". The new product period is a period of testing the market. In the early stage, we do not encourage you to send too many variants. A more stable approach is to send 2 to 3. The buyer's choice may be a little limited, but for us sellers, this is a safe and conservative way to prevent losses.
Node selection plan
When listing products on Amazon, you need to choose a major category, and the node you choose is also very critical. You can refer to the nodes of competing ASINs for how to choose the nodes. When choosing a competitor product as a reference, you can refer to two aspects:
♥ The one with the most reviews is the most intuitive one;
♥ Check the product launch time. If the product information does not show the specific time, then check the first comment time of the review;
Image Improvement Program
A listing can display 7 pictures. My picture design ideas will refer to the ASINs of competing products. The later improvement and optimization of pictures is a very important content, especially the highlighting of the selling points of the main picture. Based on my experience, I would like to recommend that you make full use of comparison charts, which are more intuitive and more powerful than any other scenario.
Pricing Plans
When it comes to pricing, in the early stages of new products, I also refer to the pricing of competing products. After deducting miscellaneous expenses such as logistics, costs, and delivery fees, I ensure that the profit is around 20%, and the price must also be lower than that of competing products. Price is a relatively flexible factor, but it is not recommended to change it frequently. Generally, after a listing has accumulated a certain ranking and reviews, its value can be increased by 1~2 US dollars in a spiral manner.
FBA Shipping Plan
Many people wonder how many products are appropriate to release during the new product period. The new product period is a testing process. No one can guarantee that a product will sell well after it is put on the shelves. Of course, it is also possible that it will be out of stock after a few days on the shelves. The specific FBA quantity is determined based on preliminary research and costs, and generally around 20 to 40 items are shipped.
If the products don’t sell well, don’t worry too much. Putting them on the shelves means they are sold by themselves. The number of FBAs is not large, so the number of new products to be sent out is also a problem worth studying.
Advertising Plan
Generally, during the new product period, advertising is needed to attract traffic. How to run an advertisement is also a skill!
In the first two weeks, I will start a set of automatic ads, and bid at the highest price recommended by the system or even 1.5 times of it. The daily budget is about 15-20 US dollars.
After running automatic advertising for 2 weeks: create a set of manual advertising with broad match and a set with phrase match. The data for the previous two weeks of advertising is already available based on the Customer Search Term and keywords in the report. Through comprehensive analysis of multiple dimensions such as click-through rate, conversion rate, order completion, and display volume in advertising reports, we can select keywords with large traffic, high click-through rate, not very high bids, and high conversions, and make a set of manual advertising precision (precise long-tail keywords).
After the targeted advertising has been running for a period of time, continue to download reports, filter out the words that perform well, provide budgets and bids, and negate the words that cost a lot, perform poorly, and have poor conversions.
review plan
Reviews play a decisive role in the conversion of new products, and reviews are a very important part of the marketing plan for new products. There are several ways to get a review:
Use Facebook to post ads on your personal homepage. Or spend money on advertising on it, with the primary goal of gaining fans and then using conversions later;
Find relevant influencers to do reviews. This is also the most efficient form of investment return. The influencer's remuneration is linked to the sales she brings. The stronger her ability to bring goods, the better your sales will be, and it is worth paying her more.
Go to forums or ask friends who also do business with Amazon to find reliable review service providers to place orders;
If your funds are not enough for you to do the above activities, then every time you place an order, you should honestly urge for reviews. In the early stage, reviews are really important;
There are a few points to note about the evaluation:
01. Don’t give buyers links and let them buy by searching for keywords. Sellers should also not directly ask buyers for review links or screenshots of review information. If you directly click on the link given by the buyer, the seller may be judged as a fake order by the Amazon system, and the buyer may also be banned;
02. The review rate needs to be controlled at 20%~30%. During the new product period, never let buyers leave you 100% reviews. If the review rate is 20%, then the 80% should not be abandoned. Instead, as the traffic gradually increases, the number of fake orders will decrease. At that time, the 80% of reviews can be taken back. Sellers must make it clear to buyers before fake orders.
03. Do not use virtual IP to swipe orders;
04. Don’t give all reviews five stars. If every buyer gives you five stars, that’s really fake and it will look like fake orders. Occasionally, there will be some 4-star reviews, and more high-quality reviews and reviews that suggest improvements to product quality;
05. Don’t transfer money in advance. Once the money is transferred in advance, the buyer may run away. You must make this clear to the foreigner who is placing the order for you. At the same time, you must abide by the agreement and transfer the money on time, otherwise the order will be cancelled or a bad review will be left, which will not be worth it;
