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How to Use Amazon Posts to Promote Your Products

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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.


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