We asked four social media powerhouses
to give you their best advice
for building your brand off Amazon. These are their top
13 tips that every Amazon business should focus on right now. it has nothing to do with how many followers an influencer has. If you are selling clothing,
look for someone who has a big family
and always showcases their outfits, if you are a company
whose name is not known, it is harder for you to convert
with a one off post or an influencer. If I was going to go do a post
for Abercrombie, that is going to immediately convert,
because that brand has built its presence and it has customers
that trust their products. If you have a brand that no one knows yet, you need to post a lot more
with the same influencer.
So it's better to work
with a micro influencer who you can afford to do a longer contract with, and you're
teaching their audience about your brand. what I have discovered converts really well is posting about new product
launches. So getting people super excited
beforehand, teasing that product on social media,
getting people hyped, having them join in on the comment
and then when it is on Prime, people are kind
of expecting the link to it. So then we will then, repost those reels, share on our stories, and have the link
that goes directly to Amazon.
And then another thing that, converts
really well, is posting about deals. Obviously, everybody wants a discount. So every so often
we throw up a 15% off or a 30% off coupon. on to the story. and that gets a lot more clicks than if
we just link to the product price as is. and one thing that and Silvana actually
post for us a lot about is our subscribe and save because we do have that 30% off
or subscribe and save. and I've noticed that
one drives a lot of traffic. If you don't already on your listing,
have a brand video, do that today.
It doesn't have to be something
that you paid $10,000 for. It can be something you shoot
on your iPhone, but it's super important specifically from getting more influencer
content onto your product listing. Because when you as the brand upload
that brand video, it basically unlocks the upper carousel on your product listing
and in that upper carousel is where brand and influencer videos can live
at the top of the product listing. And so that's huge for you
because it's getting more content on your product listing. That is not necessarily
more work that you have to do, right. It's like hiring an on site
social media manager by opening these spots
for influencers on your product listing.
The first thing I tell my clients is
you need to have two things clear. The first one is your brand guideline. Those are your colors. Typography
is basically the image of your brand, because that's what people are going to be
seeking across all the platforms. and then also solidifying
your key message, which campaigns you have one key message you're trying to get across,
and there should be a call of action that you're requesting
from your viewership that can remain the same across
all the platforms.
It can just change the way that you,
you know, showcase that on TikTok. You might want to go in
in a more organic way, where it kind of looks like you're on FaceTime with a friend, talking about a product
while on Instagram, and you want to be more educational or experimental
on how you're showcasing that. But the message and the call of
action will remain the same. I like to use websites such as like
collapsed or there's other websites like that
that show you active UGC creators. So people that are creating content for brands,
and I like to create a small media list. I can reach out directly through email. I find this kind of makes it more,
legitimate. They trust a brand a little bit more
when it comes to my email, and you can have a bit of a PDF
with your brand history.
And that has given us a really good
response rate in terms of responding and also posting the product
on their accounts. My first piece of advice is one
follow the traffic. seeing where your audience drops off
gives you insight as to why they're dropping off. If I have a ton of link clicks from an ad
that I'm doing on my social media to a brand website, but they're not
following through with a purchase, it's not something
that's wrong with the ad, it's something that's wrong with either
the website or the product. Maybe the price point is too high
for my audience. Maybe there were too many steps
being taken before customer checks out. You need to make it as efficient
as possible to follow through with a purchase. So looking at where those
link clicks drop off is huge. if you're
a business owner, you have so many things that you were worried about. And social media is kind of the
the last thing on your mind, especially if you typically aren't
experienced with social media.
Having a man, a social media manager who's
consistently posting and has a content calendar is planning out weeks in advance
is super important for your brand. It's it's a full time job
if you're taking it seriously, if you want to get from it what you you
you're going to get what you give. And at the end of the day,
engaging with your customers, building a following, following other
accounts, creating good content. People need to take it seriously
because it is very important. And so hire a content creator 100%. as a business owner, I have found that
it's better to focus on one product.
I have a clothing company,
so at first I was like, oh, let's consistently send product
different products to an influencer there. But then I realized my hero product. If I just send that one product to them
and have them post over and over again, month after month,
people will be more likely to try that hero product because this influencer
is now putting their name on this. They're swearing by this product. So if you are selling
something like in a category as opposed to one particular product,
choose one of your products and have that influencer post a post
a, post it, post it, post it. So that no, her audience
is not just familiar with your brand, they're familiar with a product
and this person is standing behind it. There's actually a couple places of crossover where the content creators
and Amazon influencers can post that.
Also, you as brands
can be taking advantage of, if you're not doing posts yet that Amazon lets you do,
I would start doing that. basically you can do either shorts
or you can do like basically what I would consider like an Instagram picture post
and put it on Amazon. It shows up on your storefront. But then that content is also available
for Amazon Inspire, which is their shoppable feed. Right now they're trying to compete
with like TikTok or Instagram. Scrollable shopping. and so as a brand
that's available to you, you don't get to pick
which ones are of like appear on inspire.
But it's available for Amazon to put there
and it's something that you don't have
to pay for. yet. Right. So at some point,
maybe Amazon will move that over and you'll have to basically pay
for a sponsored post on there. But at the moment they're pulling content
from brand posts for free and to inspire, and shoppers
are seeing that as they scroll. if you do have it in your budget to work with a couple of different influencers,
whether it be two, three, four, look for people who have overlapping
audiences. That helps a lot, because now
you're flooding the market a little bit if you choose an influencer
and you can see that she's friends with maybe 2 or 3 other influencers
that have the same follower style, and you can get all three of those people,
you know, packages of your product in the matter of a month. And all three of these influencers
are posting at the same time. Now you're telling a customer, okay,
we have three influencers that you follow that you already trust
who trust us in the brand.
So one thing that my husband and I did for a couples
coffee was just reaching out to influencers, specifically couples
who had been on reality shows. So love is blind, married at first sight. And we just reached out to them
on Instagram, told them about our story, the story behind Couples Coffee,
let them know our mission, and that we were veteran owned
and we were a small business and we were like,
can we just send you some coffee for free? So we sent them about $100 worth of coffee
with a handwritten note, not asking them to post anything,
but just kind of talking about it as if it were a gift. and we had 90% of those
that we reached out to and sent coffee to. they posted naturally, just because
they really appreciated the gift. They loved the mission. so we got a bunch
of kind of free advertising from some pretty famous couples, just by reaching out
and telling them about us.
So not that I'm saying
specifically go out and ask for a lot of free,
free post from influencers. but I think that there is something
to be said about, just reaching out and letting know your
then know your mission and then sending free products to them. if you're not, if your shop is not linked
as an Instagram shop, you should because it takes two clicks
to check out on Amazon. If a shop has its Instagram shop linked the only thing that I have to hit
is add to cart and buy. Now that is two buttons. So your conversion rate is going to go up astronomically because no one has to fill
in their credit card information. They're shipping address anything. Instagram stores all of that information
for you right there.
I would say the easiest thing to do,
it would be a schedule, 5 to 6 hours in your calendar every week
that you are putting aside for content creation, create a list of things
that you want to communicate. You know what is a new product
that's coming out, or is there a service you're providing
that it needs to be mentioned, and ensure that you're creating
content around that? Keep your time. Keep yourself time. Be kind with yourself. You're not going to be a graphic designer
from day one, but you will get better. So just try it out. And I would say that's the best approach. Now this was just a very small piece
taken from the full webinar, but you can watch it all plus
get ten more hours of exclusive content by visiting the link below. This year, Jungle Scout
hosted our first ever Amazon Seller Week, where we teamed up with industry
leading experts to help sellers like you elevate and evolve your business
We covered ten different learning sessions on topics like advanced
advertising strategies, growth funding options,
supply chain tips, and much more.
And you can access all of it
for free with the link below..