As e-commerce grows in popularity in today’s economy, the Amazon marketplace has gotten more competitive as individuals turn to it for practically all of their online purchases.
Celebrate and pat yourself on the shoulder if you made a lot of money last year. But don’t be discouraged if you barely got it out alive.
Keep in mind that Amazon remains the world’s largest e-commerce platform. Its massive consumer base helps you to recoup any losses from the previous year.
If you’ve exhausted all of Amazon’s advertising options but still believe there’s opportunity for additional development, it might be time to consider off-Amazon advertising.
When it comes to online purchasing, roughly 74% of people start their search on Amazon. While this is a remarkable figure, what about the other 26% of searches? By focusing more on external traffic sources, you might possibly reach a far larger number of clients.
As Amazon’s competition grows and sponsored ad costs rise, you’ll need to think outside the box to find new ways to bring quality visitors to your listings. While Amazon’s internal advertising options for sellers and brands are quite strong, you may be missing out on sales if you don’t advertise outside of Amazon.
What is Amazon Sellers’ External Traffic?
Simply said, external traffic refers to any traffic (visitors, links, audience, and reach) that originates outside of Amazon’s marketplace: no organic search results, no PPC ads, no similar/related listings, and so forth.
Email, a social media platform like Twitter or Instagram, your own website/store, search engines like Google and Bing, video hosts like YouTube or TikTok, other websites, and even links included in PDFs or other documents might all be sources of external traffic.
External traffic sources are available for free or for a fee. Search engine traffic, for example, is completely free. Paid sources include traffic from Google sponsored links, display adverts on other websites, and Facebook targeted ads.
Why should you use external traffic to bring visitors to your Amazon listings?
It’s critical that your Amazon listings are already well optimised and have a good conversion rate before you start generating traffic to them. You’ll be wasting your time and, more significantly, your money if you don’t. Even the most effective off-Amazon marketing won’t persuade most people to buy a product with low-quality listing photographs, a bare-bones description, and few or no user reviews.
Your Best Seller Rank can be improved.
If your items consistently convert from Amazon direct traffic, your sales will likely improve when you start sending quality external traffic to your listing, raising your Best Seller Rank. Your sales will increase as your Best Seller Rank rises.
Your keyword rankings can be improved.
Amazon appears to prefer listings that bring in outside traffic – as long as that traffic converts into revenue. You should anticipate to notice an increase in your organic keyword ranks across search results as a consequence of this.
You’ll learn a great deal about your consumers.
If you’re a member of Amazon’s Brand Registry programme, you get access to Amazon Attribution, a powerful analytics tool. Brands may use attribution to get specific statistics and insights into which non-Amazon marketing channels perform best for them using this tool.
How to drive external traffic to your Amazon listing?
Here are some methods that may prove valuable if you are looking to drive external traffic to your Amazon listings and take your game up by a notch.
Social media marketing
Collaborating with industry influencers can help you build your social media following and sales on Amazon and other ecommerce platforms.
Make sure to include relevant videos in your Amazon shop as well as your Amazon merchandise. You may also connect other social media networks you’re using so that your Instagram followers can connect with you on TikTok and vice versa.
Start advertising to your influencers once you’ve identified who they are. On TikTok, influencers wield a lot of power and can help your videos and items become popular rapidly. Use relevant hashtags to advertise your company and items while sharing your videos.
You’re already behind if you don’t have a social media marketing strategy in place. Utilize social media networks to expand your business, gain a following, interact with your target audience, and raise brand recognition. Consumers are already glued to their phones throughout the day , so this is a fantastic marketing opportunity.
Sponsored Display Ads on Amazon
Third-party retailers participating in Brand Registry, as well as sellers, can use Amazon Sponsored Display advertisements.
Your display advertising will not only appear in Amazon search results and product detail pages, but they will also appear on third-party websites and applications.
Ads by Google
Create a Google Advertisements account and do your keyword research before paying to run your ads. You may create display or search advertising with Google but remember to complete your keyword research first.
Google searches can be wide or narrow in scope. You want to capture precise queries so that buyers who are ready to buy may see your listings.
You may create a Google Shopping account in addition to a Google Ads account. When customers make a Google search for items, Google may display images and pricing from a variety of merchants that have a catalogue on the site.
Blogs with affiliate links
There are a lot of specialist sites out there owned by Amazon Associates Program content providers. They’ll include an affiliate link to the Amazon listing when they write about a product. Each time one of their blog readers clicks on their link and purchases the goods on Amazon, they get a commission.
Look for blogs, YouTube accounts, and websites similar to these in your niche and contact them to see if they’d be interested in showcasing your product on their blog or in a video.
Facebook is only second to Google in terms of advertising and ad targeting capabilities. Facebook has successfully gathered the data of billions of people throughout the world and continues to do so.
Although questionably, it knows everything about someone, from where they were born to what school they attended, their first job, whether they have pets, whether they’re black or white, their favourite brands, and even their favourite hangout spots.
Not only are Facebook advertising reasonably priced, but you also have the option of paying per click or per number of visits. The largest benefit, though, is that you can target your adverts really precisely.
You can also build Instagram advertisements using the Facebook ad platform, which will display in people’ feeds as they browse through. Facebook and Instagram advertisements, when done right, may have a significant influence on your Amazon FBA sales.
Build an email list
Although this is quite the conventional method, it works best with loyal customers.
With an email list, you can keep track of previous and future consumers who have interacted with your company in some way. You may remarket your items to them with personalised offers and promotional messaging created only for them.
As an online business owner, emails are one of your most significant marketing assets, and collecting them should be a top focus. If you’re an Amazon seller, you’re already aware that unless you have access to Amazon’s new Manage Your Customer Engagement tool, you won’t get customer emails.
Selling your items in any Amazon forthcoming sale 2022 isn’t the only way to boost your earnings. Learning and comprehending the points discussed here will go a long way toward assisting you in developing an effective plan of action for increasing future sales.
Customers will be happier as a result of your actions. Overall, the level of service you give improves as a result of a mix of strategic actions, current technical advancements, and careful monitoring.