On the product details page, buyers can see the following items: title, picture, video, five-point description, graphic/text introduction, Q&A, and review.
Among these elements, buyers focus on the main picture, video, review rating, and review content. There are generally the following review direct review strategies.
(1) Give direct reviews to new products/rising models.
(2) Give reviews to new products/rising models.
(3) Like and pin good reviews.
In addition to the above review direct review strategies, sellers can also use the relevance of products to give positive reviews to big brands/hot-selling products to “take advantage of the popularity”, that is, give positive reviews to medium and large sellers of similar substitute/matching products and like and pin them to the top. It should be noted that this strategy has certain usage restrictions.
(1) Do not give positive reviews to super large sellers, because there are already a large number of liked reviews under their links, so it is very costly to pin their own reviews to the top.
(2) Give positive reviews to links that are in a stable period, have large traffic and high rankings.
(3) There must be pictures and videos, and pure text reviews are not allowed.
Under a high-ranking, high-traffic link, a product may have a daily traffic of more than 10,000 times. Even for medium-sized sellers that are not ranked particularly high, a hot link may have a daily traffic of 3,000 to 6,000 times. With so much traffic, even if only 10% of buyers browse the review, there will be 300 to 600 direct views. If the top review at this time is a marketing review carefully packaged by the seller (similar to soft articles in the self-media industry), it will bring good promotion traffic and exposure to the seller’s own products.
For this type of review, sellers can use bundling marketing, or called associated marketing, that is, choose a big-name link that matches their own products, such as shoes with skirts, T-shirts with jeans, etc. In the Review text, in addition to explaining the original linked product, the seller should also describe how good a certain combination is, or how well a certain product matches this big-name product (the certain product here is the product sold by the seller’s own store).
Let’s take a look at a Review marketing case, and its text meaning is as follows.
This pair of flats goes perfectly with the high-waisted embroidered dress. The colors of the two complement each other and match each other very well! Although this combination looks casual, it is also elegant. Neutral-colored shoes are essential in the shoe cabinet, and these nude shoes look even better when worn with this solid-colored skirt. In fact, I prefer the skirt because of the beautiful print and soft texture. Although the skirt is not as exquisite, it fits my style. I love this cute style and affordable products so much that I will spend the rest of my life with them. ”
This is an example of a direct review in related marketing. This review appears under a link to a big brand of shoes. It is more about explaining how good the skirt is that goes with the shoes. This is a bundled marketing. This is the picture in the Review marketing case.
We can see that the picture contains two products: flat-soled notched shoes and embroidered skirts, and the picture is mainly about skirts. Therefore, sellers can use this picture to give positive reviews to a big seller of flat-soled notched shoes, focusing on how good the combination of the two is. In this way, they can use the traffic of the big seller to drive traffic to the link of their own skirts.
Let’s take a look at the Review marketing effect. There is only one related product recommendation below the link and the recommendation column is “Customers who viewed this item also This means that some users who browsed the flat-soled notched shoes searched for this skirt through the review, so the two were associated, and the skirt link gained traffic. If the link marketing is not carried out in this way of “riding on the popularity”, it is almost impossible for the two categories of shoes and skirts to be associated. It should be noted that this method is only applicable to the early stage of linking and promotion. In the later stage, keyword optimization and advertising must be used to link products.
When conducting review marketing, sellers need to avoid violating Amazon’s community guidelines, such as deliberately requesting clicks or publishing false content, etc. Doing so will not only cause user disgust, but may also be subject to Amazon’s review.