There are now over 5 million sellers on Amazon, after gaining 1 million in 2018. With so much competition, how do you effectively stand out and market your business to potential customers? A well-executed organic marketing strategy can help you to drive sales and grow your business in an extremely cost-effective way.
In this article, we will cover some of the top marketing tips and tricks for Amazon ecommerce sellers you can use to exponentially grow your business in 2019.
Be Mobile Friendly
Since 2015, more users have shopped on Amazon using mobile devices than on desktop computers. This means that it is essential that listings are optimized for mobile devices as well as desktop. It is true that Amazon’s platform is already optimized for mobile devices, but there are some things you can do to help this process and put you in front of your competition.
To make sure your listing reads well on a smartphone or tablet, consider:
- What will be visible on screen before your visitors have to scroll down? Make sure you capture their attention in the first few seconds.
- How do your images appear on a small screen? Are features clearly visible at this size?
- Do your bullet points read well on a mobile device?
And of course, always preview your listing on mobile and desktop before launching a product.
Having the right keywords in place is one of the best things you can do to improve your organic rankings on Amazon searches. This, in turn, is one of the best things you can do to drive more users to your listings.
Conduct keyword research using a tool like MerchantWords to determine the keywords users are searching for in your niche. Include as many of these keywords as possible in your product listing title, as well as the listing text. Be sure not to sacrifice great copy in order to include keyword, however: improve readability through using pipes and dashes, and by using long tail keywords joined with connectors.
PPC advertising, especially Google Ads and Facebook Ads can be a great way to promote your ecommerce business and products. Although this technique involves a greater level of investment compared to some of the others mentioned in this article, it is cheaper than traditional forms of advertising and has been shown to have great results, particularly when combined with other digital marketing strategies.
Amazon advertising can also be an option if you are struggling to rank your listings organically: this is essentially Amazon’s own version of Google Ads. In other words, these are the sponsored listings which appear near the top of users’ search results on Amazon. These ads can also appear on individual product pages.
Marketing Psychology Techniques
There are many psychology techniques used by marketers which can be effective in boosting sales for ecommerce businesses. One of the techniques you will see commonly applied, and to great effect, is “social proof”. This relates to the basic principle of human psychology that people see acceptance and direction from other members of society.
This means that people are more likely to take an action (for example, buying a product) if there is evidence that others have done the same, and/or given their recommendation. The most famous example of this in marketing is MacDonald’s “over 1 billion served” billboards. You can use this technique on your Amazon listing through citing the number of sales and reviews in your listing’s bullet points, for example “Join the 5+ million people using this product” or “over 3,000 positive reviews”.
Double Down on Your Images
They say a picture is worth a thousand words, but you can make it worth even more by incorporating text, labels and graphics into your listing images. The vast majority of Amazon shoppers make purchasing decisions without having read the entire listing. Rather, they make up their mind whether to buy based on the listing title, price and images.
Make your images count by including text or graphics which explain the product’s features and assets to the customer. You can also create custom graphics which demonstrate the product’s benefits.
Reviews are very important for two reasons. Firstly, they are one of the elements which potential customers look at when deciding whether to buy your product. Secondly, having a good number of positive reviews for your listing will increase your Amazon ranking.
Always ask your customers to leave you a review once they have received their product. If they don’t, politely follow them up again, but avoid contacting them more than twice to ask for a review as this may have the opposite of the desired effect!
Giving out test samples can be a great strategy to generate reviews and especially for building up reviews for a new product. Offer test samples to your network, previous customers and even social media influencers. Ask them to try your product for free and if they like it, leave a review on your Amazon listing. You can also ask them to promote your product to their network.
Focus on Conversions
Bringing more visitors to your listing is an important part of marketing, but you also need to ensure that once they get there they actually buy your product
Other than building reviews, there are many things you can do to increase conversion rates, including:
- Use persuasive language in your product listing which clearly explains features and benefits and sells your product
- Ensure your title also covers all of the above
- Have engaging images which also communicate product features and benefits
- Make sure images are large enough to enable zoom: at least 1260 on the longest side, but preferably 2560
- Create mobile-friendly listings
- Use external marketing and PR to drive quality traffic to your listing which is more likely to finalize their purchase
With a little time and effort, you can apply effective marketing techniques for your Amazon ecommerce activities, in order to drive more traffic to your listings, increase conversions and ultimately grow your business.
For Amazon ecommerce sellers, success isn’t the result of some magic secret sauce. By implementing the tips and tricks outlined in this article, you’ll be well on your way to selling more products and making more money!
Tom Buckland is a digital marketing consultant specialising in technical SEO & Amazon Marketing. He’s the founder of Ghost Marketing and Amazon SEO Consultant in the UK and loves helping businesses profit through smart digital marketing strategies.