Drive Traffic to Your Amazon Product Page – What You Need to Know
If you want to be successful on Amazon, you’ll need to drive external traffic toward your organization’s product page. While the road toward Amazon success is paved with challenges, you’ll find that many of your existing marketing strategies can be tweaked ever-so-slightly to boost your performance on the world-dominating site.
First and foremost, it may seem a bit counter intuitive to direct consumers to your Amazon page rather than your official website, but if your goal is to generate Amazon traffic, and by extension, sales, this is your best move. Heavy Amazon traffic will help your products rise to the top of the displayed results within the search platform, which let’s face it, given Amazon’s massive global reach, will most likely yield far more sales than your website ever will.
Drive Traffic from Off-Site Social Channels
Driving traffic through off-site channels can offer a real boost for your Amazon numbers. When done well, you should see an uptick in both volume and conversions. If you’re using social—which you should be in this day and age, rethink where your directing your existing consumers, and embed a link to your Amazon page in your posts on Facebook, Twitter, Google, Instagram, and whatever else you may be using to promote your company. You may lose organic traffic from social to your webpage, and accurate tracking the results may pose a bit of a challenge for your analytics team, as they’ll be piecing together data sets from a few different sources.
Amazon has the highest conversion rate of any website in the entire world—sending your social media followers to Amazon may pay off without a whole lot of backend effort on your end, making it a no-brainer for driving traffic and boosting conversion. Sellers will also see more exposure from social shares, expanding their capacity for exposure as their product is placed in front of a larger audience.
Give Away Free Stuff… To the Right People
Okay, we don’t mean blindly throwing your company’s wares out to the public with no means of tracking. You’ve got to be strategic here. YouTubers, bloggers and the Insta-famous—these guys wield tons of influence in this day and age, and will be your best bet helping you increase your reach, provided you share a target audience. If influencers agree to mention or product or write a review, as them to link back to your page on social media or through their own blog. If done well, influencer marketing can take your company to the next level, in turn boosting traffic.
Two Words – Google AdWords
Yes, we’re talking Amazon here, but if you’re not taking advantage of Google AdWords, you’re missing a major opportunity. Ever-changing Google AdWords is probably part of your company’s existing marketing strategy. But, you probably didn’t factor in how taking advantage of the search engine’s widely used paid advertising platform can really help you drive traffic toward your Amazon store, rather than your company’s official webpage. A few tips for getting started—Keywords, keywords, keywords. You’ll want to both go long, use key phrases of three or more words that best get to the essence of the product you’re trying to sell. Assuming your brand carries some weight, use your brand when crafting your list of keywords and phrases.
Alert the Press
The media outreach strategy is as old as the media itself and is likely a strategy your organization employs on a regular basis. But, nonetheless, a press release or mention from a reputable news source can enhance your Amazon traffic by volumes. Keep in mind this strategy works best if you actually have something to say, so wait until your company has big news like a new product, an upcoming event, or some major changes are underway. Then, again, provide a link to your Amazon product page rather than your company website.
Build a Solid Email List
We probably don’t need to tell you this, but a good email list is an essential marketing tool for alerting existing customers of a new product launch or that an old favorite is back in stock, which definitely helps drive sales. Instead of sending people to the product’s home on the website, send customers directly to Amazon. You can include a special offer that applies exclusively to Amazon orders, so you’ll be able to track the amount of conversions you received as a result of your targeted messaging.
Sounds great, right? Well, there is a bit of a challenge in actually building a good email list, and it’s not within best marketing practices to send out emails blindly. As you are probably already aware, you don’t get access to your customers’ email addresses on amazon, and you aren’t allowed to reach out to them without permission. But, you can add a sign up form to your existing product page so loyal Amazon customers can opt to receive newsletters or promotions from you. Just email them sparingly so they don’t unsubscribe.
Dive in and Adjust Later
There you have it, this is a great place to start when starting to implement an Amazon strategy into your existing sales and marketing strategy. Of course, there’s always more to do, but start with a few of these ideas. Reach out to some influencers, up your paid search game.
If you aren’t getting the results you want, hone in on one of your strategies at a time and make changes as needed. Maybe you aren’t targeting the right people, or your keywords are slightly off. That’s okay, building your Amazon empire won’t happen in a day – remember that marketing is a fluid process, and sticking to this platform for the long haul will eventually pay off.