social-media-strategy-for-Amazon-marketing

It’s no secret that the Amazon landscape is becoming increasingly saturated. As a result, it takes more to stand out these days: More effort, more time, and more money. So, what are you going to do to stand apart from the competition?  

Our recommendation: Beef up your social media strategy; it’s often an untapped gold mine of potential. Both paid and organic social media will increase your brand presence off of Amazon, yes, but social media will also create tangible impacts on Amazon.

For example, we launched a private label brand in the baby & kids category, and through active Facebook & Instagram pages and social ads directing back to Amazon, we were able to produce over 30,000 organic monthly brand name searches on Amazon within the first few months. We took this brand that no one had ever heard of, and through social media, had 30,000+ people searching for the brand on Amazon with presumably high intent to purchase.  

Here’s how we did it. 

Integrate Amazon into Your Facebook & Instagram Pages 

Whether you’re creating your social profiles from scratch or have an active social community already, there are social media strategies you can implement to help drive more traffic to Amazon specifically:  

  • Include a link to your Amazon brand store or Amazon listing(s) in your Instagram bio. You can either put this as the only bio link or use services such as tap.bio or linktree to maximize that space. In your bio, mention that your followers can shop on Amazon via that link. Here’s a good example. 
  • Set up your Facebook shop page. Did you know that anyone with a Facebook business page can create a digital storefront that displays on your Facebook page and has the ability to link directly to each Amazon listing? It’s a piece of cake to set up and link right to Amazon, like this brand does. 
  • Regularly link to your Amazon listings or brand store in your Facebook posts. Since you can include links directly in your Facebook posts, take advantage of that space to post direct links to Amazon, but don’t do it so often that it begins to look spammy.
    Here’s an 
    example of a Facebook post that integrates a trackable link in the caption.  

  • Use attributable links – always. With the recent release of the Amazon Attribution Program, there’s no reason why you can’t make every link trackable. Learn all about the Attribution program in this blog post. 
  • Include Amazon coupon codes in your posts and/or Instagram bio. Use the Amazon Promotions coupon codes feature to create an eight-digit coupon code that can be shared anywhere you please on social media. This will enable you to see how engaged your audience is based on how many redemptions you receive, as well as provide your followers a nice treat. 
    This brand
     does a good job of sharing an Amazon coupon code in their Instagram bio.  

  • Use your social pages to communicate updates about your brand on Amazon, like a new coupon, product launch, or price cut.  

Don’t have social pages set up or a team to manage them? We have a team of Facebook Blueprint Certified social media strategists who can do it for you!  

Drive Targeted Traffic to Amazon with Facebook & Instagram Ads 

If you really want to start driving a significant amount of off-Amazon traffic back to your Amazon listings or brand store, paid Facebook & Instagram ads are a quick, strategic way to do it. Within 30 minutes, our experienced social media experts can have a campaign set up and launched that’s driving people from social media directly to your Amazon listings.  

Here’s how we typically build a paid social campaign: 

  • Campaign objective – Traffic. It’s no question that the best campaign objective for driving conversions is, not surprisingly, the conversions objective. Unfortunately, there’s no way for any of us to place Facebook’s tracking pixel onto the back end of Amazon (maybe someday we will be able to – what a dream that would be!). That means we cannot use the conversions objective because there’s no way for Amazon to communicate back to Facebook when someone completes a conversion event. The next best objective we have is traffic. Or, maybe video views, if you have a good video.  
  • Ad sets – We typically build out at least 3 ad sets per campaign based on these 3 audience types: 
    • Interest-based audiences – This ad set is built using Facebook’s demographics and interest targeting. We build these audiences based on information from our partners and educated guesses about who would be interested in the brand. We then review this audience weekly to make adjustments based on which demographics are clicking the most. 
    • Custom audiences – These are audiences based on some sort of value, like your Facebook page followers, an email list, or video viewers. For example, we could create a custom audience of people who have abandoned the cart on your direct website and target them with an ad urging them to purchase on Amazon instead. 
    • Lookalike audiences – I’m a huge fan of lookalike audiences because they’re an easy, strategic way to expand your reach beyond your current social following and customers. I like to create lookalike audiences based off of Facebook followers, email lists, and those who have previously engaged with Facebook/Instagram ads or posts.  
  • Use eye-catching creative – There’s no point in running social ads if you don’t have something beautiful to put money behind. Facebook puts a lot of weight on the creative and may not even approve your ad if there’s too much text in the image or it’s in bad taste.  
  • Again, use the Amazon Attribution Program to create trackable links – I create a trackable link for each ad set, or sometimes even each ad, so I can gain insight into exactly which audience or piece of creative is driving sales. You’ll have to view these insights directly in the Amazon Attribution dashboard, as they’re not currently viewable in Facebook.  

We’re firm believers in using paid and unpaid ads in your social media strategy to not only increase Amazon traffic and sales, but also increase your brand’s presence overall. However, creating effective social ads can be an extremely daunting process without the proper training or experience. That’s why we have a team in-house who is Facebook Blueprint Certified to run them for your brand! We can run social ads back to your website, Amazon, or both.

Reach out to use via our contact form to get a quote.  

More free resources

Amazon Attribution Program

Amazon is working on two exciting programs that will make it easier than ever to incorporate influencer marketing into your Amazon marketing strategy: Amazon’s Influencer Program and Amazon’s Attribution Program. These services provide a means to track and attribute influencers impact on brand awareness and sales. 

AMAZON’S INFLUENCER PROGRAM 

The Influencer Program is an expansion of Amazon’s Affiliate Program. Available since 2017, it allows individuals with large followings and strong engagement on Facebook, Instagram, Twitter, or YouTube to create personalized storefronts on Amazon. 

“With the Influencer Program, you get your own page on Amazon with a URL to showcase the products you recommend to your followers. This gives you an additional way to direct traffic to Amazon, which is especially useful where hyperlinking isn’t possible (e.g. Instagram captions or video content.)” 

– Amazon Influencer Program FAQ 

Examples of current influencer storefronts: 

As you can see in the examples above, each influencer storefront has a vanity URL – amazon.com/shop/influencername 

The vanity URL allows influencers to direct traffic to their storefronts. Any product listing navigated to through the influencer storefront has a unique tag attached to the URL, which is used to attribute page views, sessions, and sales.  

Currently, the storefront customization is fairly limited, but per AdExchangerAmazon is currently working on a means for influencers to import content from their social media pages to the storefront, creating an aesthetically rich, personable experienceYou can read more about crafting great personalized experiences in our blog post on behavioral economics applied to marketing 

Benefits of Influencer Storefronts

The influencer storefront is a mutually beneficial feature for influencers and their brand partners. For brands, the ability to attribute traffic and sales allows them to measure the results of their influencer marketing dollars, which was previously quite difficult.  

For influencers, the storefronts allow them to provide a curated selection of products for their followers, reinforcing the personalization that draws their audiences to them. Influencers attract followers because people like their personality and put stock in their opinions. The storefront provides a convenient, centralized location for influencers’ followers to view the products that they’re willing to put their weight (and name) behind. 

AMAZON ATTRIBUTION PROGRAM 

The second of the two programs that will enhance social media marketing is Amazon’s Attribution Program. Currently in beta, the Attribution Program allows US brands enrolled in Brand Registry to utilize a cross-device, 14 day, last-touch attribution system for promotions on non-Amazon sites.  

That’s a mouthful, so let’s break it apart.  

Attribution for Off-Amazon Promotions 

Starting with the last part, “promotions on non-Amazon sites:” The Attribution Program allows brands to create unique tags for each of their off-Amazon marketing promotions. The tags can be for campaigns, products, ad-groups, keywords, channels, or any combination of them.  

Once a tag is created, brands attach it to a link for their product listing or brand store. When this link + tag is used in its respective promotion, brands can isolate the results driven from each promotion. 

For example, a brand could create a tag for a giveaway hosted on their Instagram, then create a separate tag for the same giveaway hosted on their Facebook. Even though the link might be identical, the tags differ, allowing brands to isolate attribution.  

Cross Device Tracking 

“Cross-device” means that the program will track a shopper’s journey across multiple devices. If a shopper clicks a Facebook ad while on their phone, then purchases the advertised product two days later from their laptop, Amazon will attribute the sale to the mobile Facebook ad. Pretty neat 

14-Day Window 

If a shopper clicks a link that has been tagged through the Attribution program, Amazon will attribute any page views, purchases, or sales to that promotion if it occurs in the next 14 days. 

Last-Touch Attribution  

The caveat to the 14-day window is that Amazon attributes page views, purchases, and sales to the point of last touch. If a shopper clicks Ad #1, then a day later clicks Ad #2, then a week later makes a purchase, Amazon will attribute the sale only to Ad #2 because it was the most recent point of contact.  

According to an Amazon spokesperson, Amazon will still attribute the sale to the last-touch promotion regardless of whether the sale occurs through the brand store or through the product listing and vice versa. If a promotion links to a listing, but the customer converts in the brand store, Amazon would still attribute the sale. 

The spokesperson also states that in 2020, Amazon hopes to move to a multi-touch attribution system.  

INFLUENCER MARKETING POTENTIAL 

Influencer marketing has been building momentum for years. With Amazon accounting for 38% of online sales in the US, these efforts to enable a data-driven approach are big news for the industry.  

Kaspien has utilized influencer marketing to drive Amazon sales for over two years. You can view the results of our services in our Influencer Marketing Overview 

We can run influencer marketing on your behalf as your retail or agency partner. Get in touch with us to start utilizing our service. 

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Amazon-Live-Livestreaming

UPDATE – September 26, 2019

  • An Amazon spokesperson has announced that, as of October 14th, Amazon Live will ban pre-recorded videos that are longer than 5 minutes and/or looped.
  • This policy update is the result of advertisers abusing Amazon Live, running pre-recorded videos on repeat for 24+ hours without monitoring chat, creating a poor customer experience. 
  • Moving forward, any pre-recorded videos broadcasted on Amazon Live cannot be looped, must be under 5 minutes, and must not appear to be pre-recorded. 

Content you stream should be primarily live, with the majority of your livestream content captured and streamed in real-time. If any pre-recorded video is included in your livestream, it cannot be “looped” or played on repeat multiple times, and any such pre-recorded video cannot exceed 5 minutes in duration.  
Amazon spokesman

What is Amazon Live 

Amazon unveiled Amazon Live in early 2019The US-only service allows brands to broadcast live or pre-recorded videos to Amazon shoppers demonstrating product usage and features. Shoppers can watch the livestreams across devices and platforms. While playing, the videos appear on the brand’s listings, brand store, and Amazon.com/Live.  

Their FAQs page also state, “Livestreams can appear … across various placements where Amazon shoppers browse.” While vague, we’ve seen livestreams from one brand appear on a competing brand’s listing, below the “Sponsored Products related to this item” section. 

As Amazon Live grows, this placement could become a significant asset or paint point for brands.  

As mentioned above, Amazon allows brands to broadcast live or pre-recorded video. While pre-recorded video is not technically livestreaming, the expectation is that brand representatives will engage with shoppers while the video broadcasts. 

Customer engagement features include: 

  • Live chat 
  • Product highlighting 
  • Custom promotions for livestream viewers 

Why Use Amazon Live 

First, Amazon Live is free. It won’t cost you anything other than time 

Second, it’s a useful tool to increase brand awareness and educate shoppers. Livestreams are particularly useful for products with complex features or high price points, as it provides shoppers the chance to view the product in use and ask clarifying questions in real time.  

Amazon Live is still new, but it’s showing strong potential.  

  • Since we began testing the service in February, Kaspien has averaged over 7,000 views per livestream! 
  • During Prime Day 2019, Kaspien garnered 36,000 views and 500 clicks to listings through Amazon Live! 

Did we mention that it’s free?  

You can reap the benefits of our learnings over the last year by having Kaspien run Amazon livestreams for your brand. Let your Kaspien account manager know that you’re interested or reach out through our contact form! 

How to Set Up Amazon Live 

Your brand must be enrolled in Amazon’s Brand Registry to gain access to Amazon Live. Learn how to sign up in Brand Registry in our Brand Registry enrollment guide. 

Download the Amazon Live Creator app and log in to your brand’s Amazon account. Currently, Amazon offers the service solely through an iOS mobile app (Amazon has not yet released an app for Android or Google phone users) 

Once you have the app, use Amazon’s guide to test the program and begin broadcasting. 

Amazon Live Best Practices 

Amazon lists seven best practices for livestreaming on its platform: 

  1. Use livestream encoder software (such as OBS). 
  2. Livestream during the afternoon and evening on Mondays, Fridays, and Saturdays.
  3. Include a clear Call-to-Action.
  4. Use Amazon Live to promote complex or high price point products. 
  5. Use eye-catching visual elements or settings to increase viewership.  
  6. Promote the livestream on social media.
  7. Restate key messages and themes throughout the livestream. 

 

Amazon’s tips are a good starting point for any newcomers. In addition to their tips, we recommend:  

  1. Pair livestreams with promo codes. It provides a clear CTA and increases viewership, especially when promoted on your brand’s social media accounts. 
  2. For livestreaming pre-recorded videos, combine existing product and brand videos to create a longer video, then play it on repeat while actively posting and replying in chat.  
  3. If you use or have used influencer marketing, reuse product videos they created for your brand. 
  4. If you stream live, take a few test runs before broadcasting to work out the kinks. Ensure you’re in a controlled environment with minimal risk of disruption.
  5. Coordinate livestreams with other promotions to amplify each of their impact. This is a case where the whole is greater than the sum of its individual parts.

 

As always, get in touch with us if you want to make use of this and other services for Amazon marketing and online brand protection.

Interested in learning about other marketing strategies? Download our free whitepaper, The State of Amazon Marketing.

Introducing etailz's Social Media Management

Here’s an interesting fact: 49% of US shoppers begin their search on Amazon. That’s a staggering percentage, right? But it still begs the question, where are the other 51%?  

Those online shoppers are spread across many other online marketplaces, like Walmart, eBay, Google Express, and direct websites. Fortunately, you don’t have to advertise on all of those sites to reach that 51% of shoppers, because they still share a very significant connection: Social media.  

While online shoppers may prefer shopping on different ecommerce sites, such as Walmart.com, eBay, or direct websites, most of them still use social media. In 2018, the Pew Research Center reported that 69% of US adults use social media, and 88% of US adults aged 18-29 use social media. That’s a huge market that your brand can tap into through social media marketing. 

By maintaining active social channels and running marketing campaigns on Facebook and Instagram, you can reach the bulk of the off-Amazon audience and direct them to your products, regardless of where they’re listed. But anyone can post a picture with a comment. The question is, how do you transform a simple post into a powerful tool for brand awareness and conversions?  

Kaspien recently launched a new service, Social Media Management, to do just that. 

What is Social Media Management?

Social Media Management is precisely what it sounds like: Our team manages your brand’s Facebook and Instagram accounts, creating and publishing posts each week to grow an engaged following. Our dedicated social media managers review and respond to comments and messages daily, cultivating a tight-knit and loyal community of users who know that their feedback is seen, acknowledged, and appreciated.  

We’ll collaborate with you to develop a social media calendar, scheduling social promotions that complement or supplement your other promotions. This can be especially effective for seasonal products, when many shoppers are conducting impromptu research into which brands offer the products they need. Through a strategic social media calendar, we amplify the efficacy of your marketing as a whole.  

Last but not least, we provide detailed monthly reporting, offering transparency into your campaign’s performance. You’ll have insight into engagements, views, reach, and more.

Social Media Management 
  • Content creation & publishing 
  • Content calendar development 
  • Daily channel maintenance 
  • Detailed monthly reporting 

LEARN MORE

Enhancing Amazon Marketing through Social Media

Posting and commenting regularly is a great start to increasing brand awareness, but at the end of the day, it’s sales that keep your business running. We use our decade of Amazon experience to create social content that surpass brand awareness to drive action. We promote coupons and run giveaways through our posts, directing users from Facebook and Instagram to Amazon for conversion; we create original content that speaks to both features and benefits, describing the functional uses and the positive experiences your products provide; and we maintain a year-round social media presence to stay at top of mind with shoppers, ramping up our campaign efforts in the months preceding and through your peak seasons to. 

Brand Spotlight 

We took over the Instagram and Facebook accounts for our partner Big Betty in March 2018. In less than a year, we grew their Instagram account to 1,100 followers and their Facebook account to 250 followers. But like we said, we want more than just brand awareness; we want action. The industry average engagement rate on Instagram is 3%. We achieved an 8.2% engagement rate for Big Betty, with the average post generating 69 likes and 8 comments! 

How Social Media Fits in Your Marketing Strategy

Social media marketing allows you to cast a wider net and reach the shoppers who don’t start on Amazon. By doing so, we increase the total traffic coming to your listings, which in turn can increase your number of conversions.  

The catch? Your listings must be prepared to capitalize on that influx of traffic. Our social media campaigns drive more shoppers to your listings, but it’s the listing that makes the final sell. Optimized listings have high resolution studio and lifestyle images, informative bullet points, and product demonstration videos. You can learn more of the details in our post about improving Amazon listing discoverability. 

If you’re interested in learning more about our social media management service, contact your Kaspien Account Manager or reach out via our contact form. 

Interested in learning about other effective marketing strategies? Download our free whitepaper, The State of Amazon Marketing