If you’re serious about digital marketing, you’ve likely spent thousands of dollars on testing, experimenting, and workshopping only to find that you simply aren’t reaching your target audience.
That’s where Amazon Posts comes in.
Amazon is doing more than just integrating social with online retail. Their Posts initiative reimagines what social media marketing could be, and it might just be the answer to some e-commerce sellers’ problems.
What Are Amazon Posts?
Amazon Posts is Amazon’s social media initiative designed to help shoppers find new products and engage with their favorite brands.
Essentially, this is Amazon’s version of Instagram. Posts allow brands to create and promote product-related content, directly linking to specific product listings. All your posts will appear on your brand’s feed.
Your content is visible to shoppers on product detail pages, related product feeds, and category-based feeds. Amazon is presenting brands and businesses with an opportunity to market directly to their audience, within Amazon itself.
As a business owner or marketer looking to expand their social media marketing (SMM) strategy, Amazon Posts offer a unique approach to content. Instead of creating content on the latest social media site and linking to an Amazon account, brands can engage with users already on the Amazon platform, driving sales and engagement.
Access to shoppers that are already engaging with Amazon is part of what makes Amazon Posts such an interesting marketing tool. That access can reduce friction, one of the most frustrating hurdles for marketers to overcome.
Why You Should Use Amazon Posts to Promote Your Products
Platforms like Amazon and social media release new features constantly. So, what are the benefits of investing in this new feature? Let’s look at why Amazon Posts matters for e-commerce brands.
Reach a Wider Audience
Amazon is the most popular buying app in the United States, reaching more than 150 million buyers every month. Amazon Posts helps your brand connect (and convert!) those buyers. Plus, unlike ads on platforms like Facebook and Instagram, Posts let you reach more buyers for free.
A wider reach for free? It’s hard to argue with that.
Reduce Buyer Friction
When we discuss friction in marketing and sales, we’re typically referencing potential sticking points and objections customers encounter in their journey from a potential sale to conversion.
That friction can become a tricky issue because just about every decision a customer makes can lead them to friction.
From a marketing standpoint, your job has two layers. The first layer involves removing as much friction from the customer journey as humanly possible. However, your business can’t remove every single friction point. Eventually, the customer is going to encounter a “yes/no” situation.
That’s why the second layer of marketing involves creating marketing experiences and content compelling enough to keep shoppers moving past the friction points you can’t eliminate.
Every form of marketing has its friction points, but Amazon Posts aims to address two of the biggest issues in marketing.
When your brand promotes its content on Amazon, you don’t have to ask shoppers to follow you to another site. They’re already where they need to be! Plus, with Amazon’s streamlined, high-level approach to the shopper experience, your brand can leverage its expertise and create compelling customer journeys.
Competitive Product Visibility
The term ‘competitor analysis’ is referenced frequently in digital marketing, and with good reason.
Your brand is probably not the only option for product X or service Y. Whether your brand has 10 competitors or 50, your brand’s priority is standing out and connecting with potential shoppers.
Savvy brands and business owners analyze the advertising channels their competitors use. How are they writing their copy? How often are they producing content? Where are their ads appearing? What keywords are on their landing page? These are the questions that drive critical analysis.
Brands ask themselves these questions for one simple reason. When you understand how your competitors think, operate, and promote themselves, hijacking their audience becomes much easier.
Promoting your content through Amazon Posts means your products can land on ‘related product’ feeds so you can directly advertise to your competitor’s audience when the shopper is primed to make a purchase!
With access to over 150M monthly users, your brand can’t afford to sit on the sidelines and let your competitors dominate the Amazon Posts space.
Who Should Use Amazon Posts to Promote Their Products?
Clearly, there are quite a few perks to using Amazon Posts, but that still leaves us with one question. How can you know if Amazon Posts is a good fit for your brand?
You wouldn’t promote exercise equipment on LinkedIn or professional SaaS business solutions on Snapchat. Every audience has a unique social media experience, and understanding how your shoppers see the world is part of building an effective marketing strategy.
Fashion brands are in a fantastic position with this platform. Promoting high-quality images of your products right next to your competitors? It’s a dream come true for most fashion brands.
Still, there are plenty of other brands that can leverage the Amazon Posts space. If your brand has tons of relevant social media content, you’ll be able to repurpose that and promote it directly to Amazon shoppers.
However, there are a few things that your brand should keep in mind before diving into the Amazon Posts ecosystem.
Your brand must actively sell products on Amazon to qualify for this initiative. Fortunately, Amazon Posts is a free platform, which means you can legitimately compete with larger brands.
If your brand has taken the time to create high-quality images, this is a perfect way to not only maximize their value but explore a unique form of consumer marketing.
How to Create Amazon Posts
Now that you’ve decided to get started, it’s time to start creating posts. This process is relatively straightforward. Start by visiting the official Amazon Posts website and signing in using your advertising console or Seller Central credentials.
Once you’ve done that, you’ll create a profile by verifying your brand name, uploading an image of your brand’s logo, and just like that, you can start creating posts on Amazon.
Each Post has five key elements: a brand name and logo, the promoted image, a ‘show product’ button, a caption, and tags. Most of those elements will sound familiar if you’ve spent time promoting on Instagram, but the implementation of tags is a bit different on Amazon.
Instead of hashtags on Instagram, which let you control where your post appears and what it’s related to, Amazon auto-tags your post and automatically determines which feeds it will display on.
Tips to Create Amazon Posts That Successfully Promote Your Products
Now that you know what Amazon Posts are, let’s talk about how to make them work for your brand. Here are three tips to make the most of this new feature.
This is where SMM shines. Creating a post on Amazon is entirely free! Instead of having to manage an ad budget, your brand can focus on creating and sharing as much relevant content as possible.
Developing a relationship with shoppers takes time, so the sooner you get started, the better. To ensure regular content updates, schedule your posts through the platform. With scheduled posts, you can simplify your marketing efforts and consistently engage with your audience.
Daily posting is a good place to start, but if you have an extensive backlog of content, feel free to schedule more. Remember to experiment here, to make sure you aren’t overwhelming your audience!
Content Is Still King
We’ve tackled the “quantity” component, but it’s important we address the “quality” component as well.
No one, and I do mean no one, enjoys spam. Instead of overloading your audience with every single possible image, think like an art curator. Your brand is made up of dozens, maybe even hundreds of unique content pieces. Which pieces are exceptional? What kind of customer will want to engage with a particular piece of content?
Crafting remarkable pieces of content is great, but crafting memorable marketing experiences is what drives conversions. Use this platform as an opportunity to explore exactly what your brand and your content is capable of.
Monitor Campaigns and Metrics
Some brands view marketing campaigns as a mad dash for awareness. Don’t get me wrong, traffic is definitely important, but truly effective marketing is about more than just visibility.
As a marketer, I don’t just want to be seen. I demand to be heard, and when my content doesn’t drive conversions, something needs to change.
This is what makes monitoring your campaigns and metrics crucial. If you’re new to Amazon Posts, it’s not enough to simply start posting. You need to determine clear marketing objectives, campaign strategies, and content initiatives.
Social media platforms change constantly and understanding how those changes affect your campaigns makes it much easier to adapt and evolve.
Examples of Successful Promotional Amazon Posts
If you’re worried about what kind of content to create, or how to define your visual branding, take a page from an e-commerce store and just let the product speak for itself.
VIKICON offers a relatively small caption, a decent product offering, and some saturated tags. The image itself demands attention.
Bold, eye-catching visuals are a powerful way to tell your entire brand story without saying anything at all. Sometimes, less truly is more.
Likewise, KIWI Design understands the appeal of its product. Getting lost in a virtual reality world is about more than just computational capacity and frame rates. It’s about the shock and awe of diving into an immersive digital experience.
My favorite part about this image? It also sells you on the value of the ceiling pulley system! If you want to get lost in a digital experience, the last thing you want to deal with is tripping over cables.
Social media marketing is crucial to building a relationship between consumers and sellers. Our capacity to connect in honest, meaningful ways directly impacts how well our business does. Amazon Posts serves as a bridge between social media marketing and a straight e-commerce experience.
Amazon Posts is interesting mostly because it reduces friction and integrates so well with the Amazon platform. That being said, there are brands with dynamic visual content that are perfectly suited for this environment.
If your brand falls into that category, don’t waste any more time. Get to strategizing and see how well you can connect with shoppers on Amazon Posts.
If you want to learn about other innovative ways to promote your e-commerce company, let our agency know. We can keep you in the loop and partner with you to integrate custom digital marketing strategies.
Are you planning to leverage Amazon Posts? What results are you hoping to see?
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Amazon Listing Optimization for Maximum Conversions (Step by Step)
Amazon is one of the great places brands and individuals sell their products. It’s a marketplace where buyers search for what they want to purchase.
According to research done by Statista, the site gets traffic in billions. In December alone, the website got 2.9 billion visits from target customers.
This shows that more target customers visit the site to search for products. Therefore, if you have a product you want to sell, it is essential to make sure many of your target buyers see it to increase the chance of selling it.
This short article will teach you how to optimize your Amazon listing to increase visibility, drive more traffic to your product, and increase conversion rates and sales.
What is Amazon Product Listing Optimization
This is a strategy used to optimize your product’s visibility on Amazon. The plan lets more target customers know about your product and how it can solve their pains.
It makes it easy to rank on Amazon search engines, be discovered by target customers, increase your product’s conversion rates, and drive more sales and revenue.
Why Invest in Amazon Listing Optimization
As an individual seller or a business owner, there are important reasons why you should invest and optimize your products on Amazon. This section of the article will highlight some of these reasons and their importance when selling products through Amazon.
Attract More Target Customers to Your Products
When your listing is optimized, more target customers engage with the products you have to offer them on Amazon. Since they’re on Amazon to search for products to solve their pains, they will get to know about your product and how it can help solve their pains.
Increase Brand Awareness
You could be a business offering products through Amazon, but most of your target customers don’t know about your brand or your products. With Amazon listing optimization and the traffic you drive to the product, more people will learn about the different products you offer.
They will also know about your brand and engage more with it from the website links, where they get to hear from other customers and build more trust with you and your products.
Drive More Conversions and Sales
When your product is optimized with the right quality images, descriptions, and key features or keywords, your target customer can easily search for the product and engage with it.
They can see that the products can solve their pains and be convinced to try the product to solve their challenges leading to more sales.
Steps for Amazon Listing Optimization
You want to reach more target customers and drive them to engage with your products on Amazon and even buy them, right? Well, to effectively achieve that, there are steps you can follow for your listing optimization. Here are some of these steps for your Amazon listing optimization
Target customers’ search for products starts with using the keywords associated with what they want. As part of Amazon optimization, keywords target customers use in their search are essential.
Do a keyword search to know the best keywords your customers use when searching for what to buy from Amazon. You can use the best Amazon PPC management tools and other keyword research tools to help get the best keywords.
It is also essential to use keywords with high search volume. High search volume makes it easy for many of your audience to know about your product listing.
One way to use the right keywords is to research competitors making more sales from the Amazon website. See the keywords they use and how they connect with their target audience.
Since you’re in the same market and target the same customers, you can use those keywords for your product optimization and promotion through Amazon.
You can also read through their product description and key features. See how they write the descriptions and how they use the keywords within the product description and key features sections.
Ensure you don’t copy their description for your products as that can affect your product’s optimization and traffic to your products, affecting your sales.
Use Informative Titles For Your Products
Another essential part of your Amazon listing optimization is your Amazon product titles. Ensure that the headlines of your title are captivating and attractive and use primary keywords in the title.
Make the titles easy to read and ensure the target audience can get a glimpse and know more about your product from its title even before they read the description.
Target customers now use mobile devices more than ever for their product search. As you look for the title description of your products, ensure that the title is optimized for mobile search.
Suppose the target customer is using a mobile device and can’t engage with your product title, description, or any other part of your product optimization. In that case, they will look for other alternative products to buy. As a result, you lose an opportunity to engage and convert a potential customer and make sales.
Remember, you’re optimizing the listing to drive and engage more target customers, increase conversions, and make more sales. So, if you can’t engage target customers on their mobile devices, you lose a big chance to drive them to take action and convert to be customers.
Use Quality Images For Your Products
Your target customers need to see the product you’re promoting on Amazon, even if you have an excellent product description. As part of Amazon optimization, ensure the product pictures have a high resolution and are clear, especially your main pictures.
It will be easy for the target audience to see the images of what they want to buy clearly. You can even drive the target customers to make a purchase easily when they see the main parts of the product you sell on Amazon.
Your target audience should also be able to zoom in on the product images. It will help them see the parts of the products well. For example, here is a picture of a hp laptop from Amazon with the main product image and other zoomable images.
When taking the images for the product, use a white background like the above images for the laptop. Your product should be large enough to occupy 85% of the space allocated for the image on the Amazon site.
Write Optimized Product Descriptions
Your target customers need to know more about the product. So explaining how your product works in detail is essential. Help the customers know how your product solves their pains and convince them that it’s the best they can have.
Let the customers see the benefits of your product. It will help them quickly see the value and connect how the benefits will help them solve their pains.
As you write the description, use the right keywords with high search volume. The target customers mostly use keywords to search for products from the website.
When writing the description, mention relevant details about the product that your target customers can easily understand and are more linked to the pains they want to solve. In addition, it raises their curiosity and makes them engage more with the product to learn how it will quickly help solve their challenges.
Optimize Product Key Features (Use Bullet Points)
When describing the product value and showing the target customers how it works, use bullet points to make it easy for readers to view the content about your products.
They can quickly skim through the content and engage with it with ease. Use short sentences when showing target customers the product’s key features.
Highlight key benefits of the products to the customers for them to notice as they read and know more about the features. Don’t forget to add to this section’s primary and secondary keywords.
Add Q&A for Customers and Reviews
You have done your customer search and understand their pains and how to address them. Even if you have given the target customers all the other information and description for the product, they will have questions to ask.
You can identify the possible questions your target customers can ask about the product and then provide the best answers. For example, some customers have questions about a car vacuum cleaner sold on Amazon.
You can also see the questions addressed by your competitors and add them to your questions collection in this section of the Amazon optimization.
You should also add keywords within this section. They will make it easy for your optimization efforts and can also drive more potential customers to engage more with this section and the others above.
To help build trust and show potential customers that your products have value, add reviews of the product from the past customers.
Customers trust other customers. Here are the car vacuum cleaner product reviews from the above customer Q&A. Since some sellers want to get customers, it’s essential to use an Amazon review checker to see if the reviews are genuine.
When they hear that other customers with similar problems benefited from the products, they’re more likely to try the product to get equal or far much better results for their pains.
Ready to Improve your Amazon Listing For More Sales on Amazon?
Brands and other sellers are looking for the best channels to drive traffic to their products on Amazon, engage with the target audiences and convert them to make more sales.
Using Amazon and optimizing your product listings can help you reach those goals and drive more sales for your product.
Suppose your products are not selling on Amazon. In that case, the above steps will help you optimize your product and attract a large target audience who will get to know about your product offers and even convert more customers to your amazon products.
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