When it comes to questions like how to increase traffic to amazon listings, most people usually recommend running PPC (and rightfully so).
While sponsored ads are a great way to push your listings on top and increasing discoverability, they’re not the only way to do so.
What if I told you that there was a great way to give your product more exposure?
One that would help you build your brand in the long run?
Interested?
The method I’m talking about is driving traffic to your listing from off Amazon channels or, in other words, external traffic.
Want to know more? Great!
In this blog, we’ll discuss the benefits of getting external traffic and how to utilize and leverage it to scale your business.
Don’t miss this
Before you start working on bringing potential customers to your product listing, it is crucial that your product detail page must be well optimized and buyer-friendly.
No amount of traffic, regardless of how good your external advertising is, will be helpful if your listing does not have a good conversion rate. This is because poor listing images and content will not convince customers to buy. It will ultimately end up costing too much, and will harm your keyword rankings..
Here’s what to keep in mind for a converting listing:
- Visually appealing images
- A crisp and clear title that explains your product
- Customer centric bullet points that list all benefits and features
- Awesome A+ Content / Or a good description
- It should be SEO optimized
- A concise and to the point video that shows all attributes of your product and its lifestyle aspects – emotion envoking
If you don’t have the above attributes in your listing, I suggest you wait and fix your images, SEO and content before moving on for the best results!
Why should you drive external traffic, to your listings?
So you’ve got the listing optimized, but a question arises
Why should I take up the hassle of driving external traffic?
To answer that, we’ve listed a few reasons below. Check them out
Stay Ahead Of Your Competition
Let me tell you a fun fact.
Each day, a whopping approximate of 3,718 sellers join the Amazon marketplace. The more the sellers, the more competition, and here, it’s cutthroat,
Over time, you can expect to face increased bids for sponsored ads and to fight double for just sustaining your rank – let alone increasing it.
In fact, the severity of the competition within the marketplace has become even more brutal since Amazon allows competitors to run their product ads on your product detail page! This means that as soon as your customer reaches your product, it suddenly has a lot of options.
But by using external channels, that is not the case. When your lead sees your product, again and again, it will leave an impression, and your products will be embedded in their mind. Then as they reach your listing, they’ll bypass all those product ads that are trying to steal your visibility on Amazon and head straight for the ‘Add to Cart’ button.
Boost Your Rankings
Get this. Amazon highly favors external traffic and gives it considerable weightage. In fact, some say it gives many times more power than Amazon leads. This is because the eCommerce giant loves exposure, and by bringing external customers to Amazon, you increase that exposure.
Along with bringing exposure, when your traffic converts and brings in sales, it increases your reviews, conversion rate, and sales velocity. Then Amazon rewards you by increasing your product rankings and giving you more visibility.
Gain Valuable Insights
Customers who come through Amazon are Amazon’s customers, not yours, which means you can’t contact and get information about them.
On the other hand, customers that come via off Amazon means are your customers, whose details, interest, and algorithmic patterns you can acquire and then further determine which channel is best and how to get those particular customers into the sales funnel.
Build Your Brand
Did you know that 40% of consumers search for products to buy while on social media?
This implies that when you market through these mediums, you are able to diversify your audience and get an audience that is actively searching for products to buy (warm lead).
The most effective way to bring in impressions and be noticed by potential consumers is through external means such as blogs, social media, live streams, etc. Because then, you will be able to target those customers that would otherwise not buy from Amazon or choose your competitors
When you increase your advertisement and exposure, you automatically increase your brand following, which not only gets you sales and ranking but safeguards your brand. If any complications arise with Amazon in the future, you’ll have a customer base to market on.
Increase Your Revenue
Through external advertising, you get a better ranking, a bigger audience, and more leads, through which your sales increase. But it’s not just that.
More sales mean more money, more popularity, faster inventory clearance, lesser storage fees, and saving other costs that can be used for more advertisement, better sourcing, and brand building. All these factors will then increase your revenue off the charts.
Cheaper In The Long Run
The advertising spend of social media marketing and other channels are usually higher than running Amazon PPC. The giveaways and other costs make many people turn away from these channels.
This is where you can win, off Amazon channels get you customers that are impressed by your brand and not Amazon; they’re a warm audience that is most likely to become frequent visitors, which will then bring about greater sales and all the benefits mentioned above.
To sum it up. While the cost per acquisition of off Amazon marketing channels is more, the benefit you get is worth it in the long run.
How to get more traffic to my Amazon listing?
EMAIL LISTS
To every eCommerce store owner, emails are one of their precious marketing assets, and securing them has to be a priority.
We all know that Amazon either does not provide you with your customers’ contact info or provides limited customer emails if you have access to the new Manage Your Customer Engagement tool.
Hence, the best way to build a list is to capture this info before they get into the hands of the big A, where communication with the customer is a clear stage.
There are several ways to acquire customer emails. But the best method to do so is building customer lists through external traffic channels.
A common Amazon seller technique includes a package insert containing a QR code with an incentive for the customer to register their product – a warranty, a gift, a discount code, etc. The link then takes them to a landing page or form to enter information associated with their purchase, such as their Amazon order ID#, name, and other contact info.
At the bare minimum, however, make sure to get their email address.
Gaining that information allows you to build a database of customer email addresses interested in your products. If you sell multiple products, you could sort your customers into demographic groups, such as gender or age, based on what they purchased.
An email list gives you numerous benefits, such as allowing you to:
- Reach out for product feedback,
- Build retargeting audiences,
- Run product launches and exclusive remarketing promotions
to customers who have interacted well with your brand without needing to burn too much cash.
SOCIAL MEDIA ADS
Social Media Marketing (SMM) is a powerful digital marketing tool that uses social media platforms such as Facebook, Instagram, Twitter, Pinterest, Tiktok, Linkedin, Snapchat & Youtube. It helps to establish brand awareness, communicate with customers, target the attention of a broader and diverse audience segment.
If you don’t have a marketing strategy, you’re already falling behind. Take advantage of social media platforms to build a following and connect with your audience. Consumers are already looking at their phones all day — it’s an incredible opportunity!
On top of your own social media strategy, your brand can get in front of thousands of users if you engage influencers in your niche. If done correctly, influencer marketing can cost-effectively help your business grow in terms of sales and following.
Your brand should also be on TikTok. There isn’t a set method for making a product viral and causing huge sales spikes, but being on the platform and engaging your followers is a strong start.
AdWords is an evergreen traffic source. You’re not going to need the same constant upkeep as with other sources and can easily run in the background with some supervision once in a while.
Google ads are much easier for Amazon sellers because of their similarities to Amazon Sponsored Ads. It also gives you an additional sales channel to work with. This boost in sales will also result in higher search rankings on Amazon, a further rise in sales long term, and give you a way to build a TOS-compliant email list.
With Facebook and Instagram ads, you can’t go wrong. They are the most widely used platforms globally, which gives you a chance to appear in users’ feeds as they scroll through.
You can test out variations of ads to see what generates the most conversions for your listings on Amazon. Try various ad copies, test videos, and images, target different demographics and use different ad types.
We suggest sending traffic to a landing page first when running any external ad source first instead of directly to your Amazon listing.
You get the chance to “warm-up” the visitors, so they’re more likely to buy your product. It will allow you to rouse their interest in your products so they’re ready to make a purchase.
Once you’ve had a chance to “pre-sell” your product via your landing page, you can let visitors click through to your listing to make a purchase. This will improve your conversion rate and mitigate the risk of harming your conversion rate when “cold” traffic leaves your listing without buying.
AFFILIATE PROGRAMS
Suppose you own your niche blog site and aren’t leveraging the Amazon Affiliate Program. In that case, you lose a fantastic opportunity to boost your FBA sales and drive additional traffic to your Amazon products!
Many niche sites out there are run by content creators who are part of the Amazon Associates Program. When they create content, they’ll include an affiliate link to the product listing. That way, they earn a commission each time someone clicks on their link and purchases the product.
The Amazon Affiliate Program works similarly to others. You can sign up to become an affiliate using Amazon Associates Central. You’re all set to create affiliate links that can be used on your website when they approve you for the program.
If people go to Amazon through your links, browse other products and buy, you will earn a small commission on every purchase. You can earn money even when buyers click on these links if they don’t purchase your products.
Affiliate links can be shared on all social media platforms like Facebook, Twitter, and Pinterest to increase the possibility of making sales and earning a commission. However, you need to ensure that you aren’t violating their program’s policies.
What if I don’t have a website? Don’t fret! We’ve got a solution.
Look for blogs, YouTube accounts, and influencer websites in your niche, connect with them and ask if they would be interested in featuring your product for their blog or video. Discuss and prepare a plan on how they can help you advertise your products.
Since niche bloggers and influencers already have immense loyalty with their subscribers or followers, promoting your products through them makes a great traffic source for your business.
Simply put, potential buyers visit your product page with a reference from someone they trust.
Take Action Now
In this blog, we discussed everything external traffic; its benefits, how to drive it to your listing, and some extra tips. I hope you were able to learn a lot and clear all your doubts.
Well, don’t just stand there, no knowledge is complete until you take action – go out there, work on external sources and get the results you desire!
Start driving more traffic to your Amazon products today!
