In addition to the in-site traffic of the Amazon platform, its off-site traffic cannot be ignored. With the rise of major social software and media software, people spend more time on various mobile software, which has greater traffic and higher user frequency. Therefore, merchants can promote products on sites other than Amazon to achieve user import and drive sales.
Off-site traffic refers to a way for platform sellers to attract potential customers to visit their stores directly through the resources they can use in order to promote the sales of their own stores. At present, what everyone calls off-site traffic usually refers to attracting users’ attention through social platforms such as Facebook, Twitter, YouTube, Pinterest, Slideshare, etc., by displaying products or telling stories, and then directing the attention of the crowd to the platform store.
If you are a novice seller who has just settled in Amazon, you should first do a good job of operating on the Amazon site. The traffic of the Amazon platform itself is sufficient, and sellers do not need to find traffic separately. It is good enough to catch the traffic of the platform itself. Off-site traffic requires sellers to spend a lot of time to layout, and it may not be effective quickly.
Below are several “magic tools” for off-site promotion on Amazon.
(1) Deal (discount) website. Sellers can run some promotions on the Amazon platform and then share them on the Deal website, because this website itself has a large number of buyers, and most of them have a strong desire to shop, and are accurate buyers. When they see a promotion they are interested in, they will use the discount code provided by the seller to place an order to purchase the product, which can bring more traffic and sales.
(2) Review site. After the seller has finished editing the product page, he can start to attract traffic from the site. Many experienced sellers will choose to start from professional review sites because these sites have a lot of traffic and good conversion rates. After the review is written, add the seller’s product link and put it on the review platform.
(3) Facebook group promotion. Facebook has the advantages of being free, spreading quickly and having a wide influence. There are many ways to use Facebook for marketing, one of which is to use Facebook groups for marketing. There is no upper limit on the number of people in a Facebook group, so the promotion coverage is very wide.
(4) Google search advertising (Search Ads) promotion. This type of pay-per-click advertising will be displayed on Google’s search results page and is an advertising project that e-commerce sellers need to pay attention to. The cost per click of this type of advertising is determined by the seller when bidding on the advertisement.
(5) Instagram promotion. With its huge image traffic and number of users, Instagram has become one of the most active image social applications in the world. Tag diversion can help users search for these classified information and keywords more quickly.
(6) “Internet celebrity” marketing. Marketing is carried out through the platforms where “Internet celebrities” are located. These “Internet celebrities” are mainly active in communities such as Instagram and Facebook. Among them, the average interaction rate is the most important because this data can be used to evaluate the fan stickiness of “Internet celebrities” and whether they can help sellers increase sales.
Next, we will use Facebook and Twitter as examples to introduce the basic principles of off-site promotion.
First, if sellers want to attract fans, they should focus on creating content that matches the interests, needs, and lifestyles of target customers. Too much advertising content will disgust fans and have a counterproductive effect. Fans are potential customers. Sellers can only connect brands with fans if they maintain a good relationship with fans.
Secondly, the number of fans is important, but the quality is more important. Therefore, more effort is needed to produce content. Familiarity with Facebook is the basis of operation. You must be familiar with not only its functions but also its rules.
Finally, sellers should pay attention to the interaction with fans. Only in this way can they attract more fans to join and eventually pay for the products.