If you think regular SEO practices are enough to drive traffic to your Amazon page, think again. Competition is fiercer than ever and boosting your numbers requires thinking outside the box and using every tool at your disposal. In this post, we’ll take a look at how you can use social media to drive traffic to Amazon.
Don’t Forget About the Foundations
Just because you’ve got to look at new ways to drive traffic doesn’t mean you should forget about the basics. Remember to still make the following a fundamental part of your strategy.
- Keyword Research: High-ranking keywords change regularly, so remember to consistently research which ones have the best hits. And then use them strategically in titles, bullets, descriptions, and more.
- Photos: Whether you have a fancy Mark IV or regular smartphone, take high-quality photos that show your products from different angles, use a neutral backdrop, and shoot in natural light. Incorporating videos can also help you get ahead.
- Amazon Ads: Amazon has a number of ways you can use ads to increase your visibility, like Sponsored Products, Headline Search Ads, and Display Ads.
- Enhanced Brand Content: Jazz up your product page with EBC, which lets you choose different modules to really make your content pop.
Social Media Strategies
There a bunch of different things you can employ to boost traffic, each with their pros and cons, so let’s dive in and take a look.
Driving Traffic Directly to Product Pages
If you want to drive traffic to specific products, then you would create ads to do so. A way of ‘boosting’ this strategy is to use a Super URL, which helps with increasing visibility for a particular keyword you’re using.
- Pros: It’s really quick and easy to set up an ad that links to a product, and you can isolate certain keywords that reflect certain products.
- Cons: It can be tricky to get non-repeat or non-relevant customers to buy the product, lowering your conversion rates. Also, increasing traffic without increasing sales might mean your Amazon ranking could take a hit.
Facebook is used by about one-third of all the people in the world, giving you a huge potential audience pool to reach. The social media site also links people who know each other, as opposed to people following strangers on other social media sites, giving Facebook an element of trust over other platforms.
- Pros: Ads tend to do fairly well in niche areas like beauty or outdoors products. There are also different tiers of returns, with shares resulting in higher revenue than likes.
- Cons: Competition and cost of ads are the two big ones. There’s not a huge room for error, so you have to really sharpen your strategy before implementing it.
If you want to try something different, set up ads on Instagram, Pinterest, Reddit, and YouTube to test-drive how each platform works best for you. Have a goal in mind before starting out, then either walk away or double down once you’ve assessed the results.
Related: 7 Reasons Your Facebook Ads Are Not Performing
Build a Conversion Funnel
A conversion funnel is when you create a path consumers will take from start to sale, with different dropping-off points based on who they are, what their interests are, and more.
- Pros: Filtering out consumers at strategic points helps avoid traffic that doesn’t convert so your search ranking stays intact. It also gives you more control about creating a narrative that you might not be able to do on Amazon.
- Cons: Funnels can require more investment on your part, both in time and money. You might have to work harder at getting them to do things like sign up for email news or purchase products, and the ones who end up in that spot could cost more per person than just clicks to your landing page.
Social Media Testimonials
This is the social media equivalent of leaving a review after an Amazon purchase.
- Pros: Reviews, or testimonials, are one of the strongest ways to encourage new buyers to shop. One way you can help the process is to retweet any and all positive mentions of your product, comment on Instagram photos, and otherwise engage with people.
- Cons: It can be tougher than tough to solicit good testimonials, and it can be incredibly time-consuming to respond to all positive messages and posts.
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