On Amazon, there is a lot of rivalry. The increase in traffic brought on by the epidemic has driven up CPCs (Cost-Per-Click). With organic marketing strategies, it is nearly impossible to stand out, and sponsored advertising to gain attention is more expensive.
Brands that want to grow more quickly in a cutthroat industry should supplement their own sponsored and organic traffic-driving activities with external traffic-driving initiatives.
The first justification for driving outside traffic to your offering is that Amazon wants it.
Amazon wants vendors to generate traffic from other sources, which is not entirely unexpected. The new Brand Referral Programme that Amazon will be introducing in 2021 will provide you even more motivation to increase your external traffic. Brands that have signed up for this programme can receive a 10% bonus on eligible sales. You must track sales that originate from sources other than Amazon using Amazon Attribution tags in order to receive a bonus.
It aids in extending your clientele outside of Amazon.
About 74% of US consumers start their purchase searches on Amazon, according to JungleScout. Despite the staggering figure, it’s important to remember that roughly 26% of searches still take place on sites other than Amazon.
You can impact the 74% of customers who already purchase on Amazon by using internal sponsored and organic optimisation strategies, but off-Amazon marketing can help you reach a substantial portion of new customers and broaden your horizons.
It aids in completing a sale before the hubbub begins.
Some surefire approaches to boost sales potential and brand presence on Amazon include optimising your listing for visibility and conversion, producing A+ Content, opening a store, and running paid advertising campaigns. The problem, though, is that virtually every Amazon merchant is also engaging in it.
Your product must be able to stand on its own in order to be remembered. Before rivals steal your thunder, you can influence the shopper by driving away Amazon traffic.
It’s a chance for you to sell your goods as you want to.
Everything you do on Amazon is subject to constraints, including how you present your goods and how you describe it. Common phrases like “eco-friendly,” “all-natural,” and “germs” can get you into a lot of trouble when used in listings.
You can be as inventive as you like when marketing outside of Amazon. You can develop a distinctive brand voice and make your advertisements into a lasting impression on consumers.
It aids in forming your unique identity.
When you sell anything on Amazon, Amazon gains the customer, not you. You can develop a business model that is more sustainable by generating outside traffic.
Instead of exclusively relying on Amazon for sales, you are laying the groundwork for taking charge of your brand’s success. By incorporating off-Amazon techniques into your marketing strategy, you will not only increase sales but also secure the future of your brand by building an exclusive consumer base.
It gives you an advantage over the competition.
It’s harder than ever to be found on Amazon. Despite the fact that PPC is a highly successful strategy to bring targeted traffic to your listings, there may be times when your products require a little extra help to succeed. Driving non-Amazon traffic may provide you the advantage you need to generate momentum and rise in the search results.
What’s the cost to drive external traffic?
The majority of non-Amazon traffic sources are paid, and if you’re just getting started, running off-Amazon advertising isn’t exactly inexpensive. Running paid advertising campaigns, coming up with engaging content that forces scrolling consumers on social media and Google SERPs to pause and visit your detail page, charging for your services, and providing a discount to encourage consumers to make a purchase are all included in the cost of driving external traffic.
Without ensuring sales, all the expenses associated with operating external traffic creation initiatives can reduce your earnings.
Brands could therefore invest in external traffic generation initiatives and launch ads for products that are already successful on Amazon. Aim to recruit qualified external shoppers who are more likely to convert in order to maximise profits. Brands can accomplish this by selecting the best channel for their target market.
One channel at a time might be a wise course of action if you’re hesitant to try out other channels. Create a few campaigns, each with a clear objective (raising sales, enhancing brand recognition, gathering email addresses, etc.). Test the outcomes after letting the campaign run for at least ten days. If the campaign is a success, focus even more on that source. If not, give another a shot.
Proven strategies for attracting outside traffic to your listing
Any platform that isn’t Amazon may be used to generate outside traffic. While you might be tempted to include each one in your off-Amazon marketing plan, we’ll concentrate on the tried-and-true methods that have been shown to be effective.
Sponsored Display: With Sponsored Display, you may target users from websites other than Amazon, such as Twitch. The ability of advertisers to target consumers who have either already seen the listing or have expressed interest in the product category makes these advertising stand out from the competition. The use of Sponsored Display is already prevalent among about 25% of Amazon sellers. Sponsored Display advertisements, like all other Sponsored advertisements, have no minimum bidding or daily budget constraints, making them ideal for businesses with limited resources.
Build a solid social media presence:
Facebook: Facebook advertisements allow you to advertise in front of the appropriate people at the right time because they can be targeted to specific groups of individuals based on their interests, actions, and geography. On Facebook, video advertising perform best.
Instagram: The platform’s emphasis on visual content makes it perfect for creative marketing that makes use of eye-catching graphics and quick reels.
YouTube: YouTube videos are quite visible because they show up on Google searches. With the aid of reviews, unboxing videos, and influencer-sponsored content, YouTube helps make a strong first impression on customers. Keep in mind that around 73% of customers watch a video before making a purchase if this isn’t enough to persuade you.
Best practices for social media advertising
- Decide who your target market is. For instance, young girls and women in general are your target market if you sell beauty products.
- Your video adverts should be brief. (YouTube is an exception) No more than 20 seconds.
- Ensure that every advertisement links to your Amazon storefront and product description pages.
- Use influencers to increase the impact of your advertising.
- To reach the right audiences, use relevant hashtags like #AmazonFinds, #OnlineShopping, and #AmazonHacks.
Increase your off-Amazon marketing efforts to reach a wider audience, whether you’re struggling to succeed in a highly competitive industry, want to create demand for a new product, or your Amazon sales are already strong.
The success of off-Amazon marketing activities carries some risk, but putting a good strategy in place is essential to success. Work with an experienced Amazon management company like Deep Digi Ecommerce if you’re short on time and need help developing a strategy, choosing the best channel, and optimising campaigns.
