Amazon is the most popular shopping destination for 74% of consumers who use eCommerce globally. Clearly, Amazon has a significant market share and influence.
What is the best way to get the remaining 26% of consumers to start shopping online?
The effectiveness of your advertising on Amazon is imperative if you run an online export and cross-border business through Amazon. Since Amazon advertising has already been proven to be effective, I hope most of our Amazon sellers are running their ads efficiently.
Are there any tools you can use to attract customers from outside of Amazon to Amazon? Here are some tips on how to invite consumers from the outside world to Amazon.
■ Influencer & Product Review Marketing
Do you see hashtags like #advertising #productadvertising #productsponsorship #founditonAmazon in your Instagram feed? When you saw them on your social media, have you ever considered buying one? Or, maybe you’ve already bought one.
A major advantage and benefit of influencer and product review marketing are that consumers use the product to share their experiences. Influencers are social media users with many followers. The purpose of influencer marketing is to provide your products to these users, (sometimes) pay advertising fees, and create and distribute product review content.
Product review marketing often involves recruiting experiential groups. Members can experience the product on the condition that they write a product review and upload the content by tagging the link so that it can appear on your product’s Amazon detail page.
The content created by influencers and experience groups is written by actual users, not sellers. Therefore, customers who are hesitant to purchase products are more likely to believe the content. This is because sellers usually unilaterally emphasize a product’s merits, while direct reviews may be regarded as relatively objective. Content produced by influencers and experiential groups also contributes to brand awareness as online content spreads fast, and their categories are varied.
It may be difficult to recruit and operate global influencers and experience groups suitable for this purpose since Amazon selling targets international consumers. If you are not familiar with it, shipping products overseas and exchanging opinions on content may seem challenging. In this case, an eCommerce or digital marketing company with experience in international markets can be hired to handle this work.
■ Facebook Ads
Facebook Ads are a very powerful tool for targeting specific groups of people who may be interested in your products. You can target users based on their access location, gender, age, and income level so that you can get the most conversions.
When setting up your Facebook ads, one of the recommended methods is to collect email addresses. For example, when a person clicks on an ad and provides his email address, you can issue a coupon that he can use to make a purchase on Amazon.
The value of gathering customer information goes beyond generating sales temporarily. In other words, you can use the information on potential customers who are interested in your products as well as information on customers who have purchased your products to create a convincing strategy for launching new products.
Furthermore, it is recommended to modify the text, images, and videos constituting the advertising content and determine the most effective content. The results of this test can be used to create highly effective ads by identifying the cases with the most conversions.
■ Amazon Display Advertising
It is the only Amazon advertisement method that exposes your products both inside and outside the Amazon marketplace.
You may have noticed banner advertisements following you on social media or portal sites after accessing a product’s detailed page in an open market or online shopping mall. For example, a few days ago, I searched for sunscreen on Ulta, and after that, I saw a Buy Now button along with the product image in the middle of my Google screen.
Amazon Display Ads are advertisements that allow your product advertisement to constantly follow the potential customer and expose images of your products even when the customer is browsing on sites other than Amazon. Clicking on this ad banner will take the customer directly to your product detail page.
Display advertising is an advertising feature launched by Amazon in 2019 and is used by about 25% of Amazon sellers. You need to register your brand on Amazon to utilize this ad function.
Amazon has a large number of customers, and so does its number of sellers. A competitive marketing strategy is a must to gain and maintain an edge in a product category.
How satisfied are you with your Amazon sales? Consider engaging consumers outside of Amazon if you want to grow further.
We are Overnodes, a global eCommerce solution company that collects and analyzes global eCommerce platform policies and global market trends.
Reach out to us if you’re experiencing difficulties operating Amazon for an opportunity for business growth, expert diagnosis, and problem-solving.
