What is Multichannel Marketing for Amazon?
Multichannel marketing (also known as Cross Media Marketing) is the blending of different distribution and promotional channels for the purpose of Marketing. Distribution channels range from an Amazon storefront or a retail store, a website or a mail-order catalog or social media platforms and emails. Multichannel marketing is more about utilizing multiple channels to reach your potential customers.
How Do We See Stores Utilizing Mutlichannel Marketing Today?
For example, take a long-standing department store like JCPenney. They are no stranger to changing with the times. In its infancy they offered their goods in a thick catalog filled with pages upon pages of product pictures and descriptions. Sort of an old school Amazon if you really think about it.
Then they moved to making sure they had a website, and a mobile website to share their products so people could order online. But they quickly realized that they needed to engage and drive people to their products. So, where did they grab them from? Social media. They did this two fold:
- They promote their products through a social media catalog on Facebook. Maybe you’ve seen this. You’re scrolling through your feed and you see an item that strikes your interest. Easily you can click it for more information or you can keep sliding the carousel of pictures to see more products.
- They leverage on the ability of Instagram influencers to connect with their audiences. These influencers are a trusted resource and, in an example of clothing, they share, style it and give an honest review of the items they are sharing. They also link to the items so people can shop and make a purchase.
Amazon Marketing: How to Utilize Facebook and Instagram
Make Sure Your Amazon Product Listings Are Optimized
You don’t want to spend money advertising if you are sending people to poorly crafted Amazon listings. Take the time to focus on your product title and copy. Include high-quality photos and graphics to further share and explain what your product is and what it does. Even consider adding A+ Content or what was formally known as enhanced brand content (EBC). Lastly, utilize Amazon’s advertising in conjunction with social media advertising. All of these items work together and if they are not set up correctly you will not benefit as much from social media advertising.
Utilize Facebook Messenger and a Chat Bot
You can create a Facebook Ad that opens a conversation in Messenger. From here you ask and answer questions, send a coupon code, have them opt in to your emails or more. This option results in higher open and click through rates than email.
A chat bot works within Facebook messenger. This is a plug in that you can use to help create a conversation flow. People feel as though they are talking to a real person and getting the information they need but you have it set up to identify specific words and provide a response associated with those trigger words. Of course, sometimes a real person may need to jump in but this can elevate answering a ton of individual questions and comments. It is also a great tool to use to share promo codes and gain customer information, like emails.
Perform Split Tests on Your Facebook and Instagram Ads
A split test, otherwise known as A/B tests, can help you determine which ad and copy is doing better and see if it’s hitting the right target audience. It’s important to note that you need to run ads that have the same objective. For example, you want them to opt into email.
Even if you think you already know your target audience it’s important to learn more about that and confirm that you’re identifying with the correct audience. You run all your ads, Facebook and Instagram, through Facebook’s ad manager. In addition, you can capture the demographic data that can help you better tailor your ads to the right audience and see that in your ad manager account.
A compelling offer, like a high discount promotion, can help boost keyword rankings on Amazon. This offer is short term, 7-10 days,
which should spike even more interest. A get it before it’s gone mentality.
Benefits of Running Social Media Ads for Amazon Product Listings
Facebook offers brands the ability to expand their reach, narrow in on a target audience and lead new customers to your product. There are over two billion users on Facebook, Instagram and Messenger. The chance that your target audience uses one or all three of these social media platforms is extremely high. This gives you the perfect opportunity to actually reach your target audience.
Unlike other common advertising options like Amazon and Google, Facebook offers a different type of advertising referred to as interruption marketing. While Amazon and Google focus on advertising to customers who have already been searching for similar products (which is great
and an important tool to continue to use), Facebook shows your ads to people who are not actively searching but may still be ideal customers for your product. This is a way to grow your customer base and educate the person who didn’t know they needed your product on why they need your product.
There are several things that need to happen before you even start to think about advertising on social media.
- Set up your accounts. You should have a business facebook page and instagram account.
- If you have a website, create a landing page. This will allow you to capture emails. A great way to get emails is to send them a promo code. A landing page can also be used in your ads.
- Set up and attach your Facebook pixel to your website. This helps to identify the demographics of those who click through.
- Establish your Facebook Ads Manager account and add in your credit card (don’t worry, you can set ad limits to ensure you stay within a budget that is reasonable for you). This account will allow you to advertise within Facebook, Instagram and Messenger.
We’re not going to dive into how to set up your Facebook ad set. To be honest, that can be an entire blog post in and of itself. We recommend that you consider hiring a professional to make sure it’s done correctly and you’re not wasting money. If you do want to tackle this yourself, you may find this blog from Helium10 to be of assistance: How to Create Amazon Facebook Ads for Killer Product Launches. They do a great job sharing examples and identifying the process and what you need to know and watch out for when building out Facebook ads.
Tips For Amazon Marketing on Social Platforms
Create consistent content and customer experiences across all channels.
Follow your data so you know what is working and what isn’t. The data will also help you narrow and identify your key target market.
This information comes from your data. Use the data to be able to target your ads to the correct audience. You don’t want an ad going out to everyone. Not everyone is interested in your product. Narrow down the demographic and your ad will be stronger.
Your copy should invoke a positive emotional response - don’t just list the features from your Amazon listing. Make your copy stand out. Make the person stop and think, “Yeah that’s me. I could really use that product.”
Running ads on social media need to be watched and evaluated constantly. Peoples habits change, your data may change. You want to make sure you are staying up-to-date on your ads performance so you don’t waste money.
Overall, it’s helpful for most businesses to explore multichannel marketing to help foster growth of their Amazon sales. You always want to be aware of where your customers are, and Facebook has high traffic and allows you to target your ideal audience. Do your research first. This is not a set it and forget it mentality. And you don’t want to waste your budget. A good deal of time and effort will need to go into creating this Amazon marketing opportunity so it’s beneficial.
The first thing you need to do is make sure your Amazon listings are optimized before you dive into multichannel marketing. That includes compelling copy and photography, Amazon SEO and PPC Advertising. If you’d like to get your account ready to take on more, let’s chat.