July 31st, 2023
For Amazon sellers, building customer confidence is the key to success. No matter what you sell or how long you’ve been in the game, staying competitive is about more than just optimizing your listings - it’s about creating a buzz-worthy presence that attracts new customers and keeps them coming back for more.
In 2023, Word-of-Mouth Marketing is one of the most effective ways to capture the interest of shoppers. It cultivates brand awareness, customer loyalty, and drives shoppers to hit Add to Cart. In fact, 86% of consumers trust a personal recommendation more than any other form of marketing.
Social Media for Amazon Sellers
The modern shopper does their research before completing a purchase. Tapping into the power of social media for Amazon sellers is one of the most effective ways to spread referrals and recommendations. With user-generated content and influencer marketing on the rise, it’s high time for sellers to use these golden endorsements to their advantage.
72% of Americans use social media as part of their daily routine and they’re not just checking in on friends and uploading vacation pics. Social media users are taking advantage of these popular platforms to find out more about products they have an interest in. They also share their hobbies, interests, purchases, product reviews, and so much more.
Amazon attracts a staggering 2.72 billion monthly visitors, making online shopping a significant component of our weekly (and sometimes even daily!) routines. It’s what we do, think about, talk about, and share on Facebook, Instagram, Twitter, TikTok, YouTube, and Pinterest.
Whether you’re an emerging brand or a seasoned seller, putting social media at the forefront of your marketing strategy is crucial to your success. With social media users in constant communication and products arriving at our doorsteps in record time, the opportunity to attract new customers has never been easier.
What is an Influencer?
Influencers are people with a significant following who promote, recommend, and review products. An influencer is considered a person of authority on a particular topic or niche such as cosmetics, home improvement, or art supplies.
While you can be an influencer in almost any product category, these individuals actively engage with their fans and followers and can be considered industry experts due to their qualifications and experience. They are trusted to give honest reviews, providing their valuable feedback and expertise.
Some of the most successful influencer niches include:
- Health and Fitness
What is Influencer Marketing?
If you’re selling on Amazon, you’ve probably noticed your peers and competitors leveraging influencer marketing to grow their brand. When a business collaborates with an influencer, they evaluate and endorse their products to increase visibility, customer loyalty, and conversion rates.
Amazon influencer marketing proves to be a highly effective strategy for many businesses. With a sizable and dedicated following, influencers possess the power to direct fresh eyes to your Amazon listings and offer shoppers the assurance they need to feel confident about buying your products.
Rather than learning about your products from your website or product listing first, consumers are turning to these trusted experts for insight and recommendations. Typically, influencers are active on various platforms like Instagram, Twitter, Facebook, YouTube, and TikTok. They may even promote themselves through websites, podcasts, blogs, or eBooks.
What is the Amazon Influencer Program?
Amazon sellers are in the right place at the right time. 89% of US consumers are more likely to buy products from Amazon than from any other online platform. With an ever-expanding arsenal of tools at their disposal, sellers have the opportunity to present and promote their products to avid shoppers who diligently search through their product listings day after day.
The Amazon Influencer Program is part of the Amazon Associates (affiliate) Program. Amazon partners with popular content creators, giving them the opportunity to earn affiliate commissions on each product sale. This tactic has the potential to benefit Amazon, influencers, shoppers, and sellers.
With a customer-centric approach, Amazon leverages influencer content to help customers learn more about products they might be interested in. Influencers with a significant following select the products they are interested in, create relevant content, and post it on their YouTube, Instagram, TikTok, or Facebook account.
On their social media profile, influencers link to their influencer storefront where you can review their content. While they are required to abide by Amazon’s community guidelines, they can choose to submit both positive and negative reviews.
How Do I Find Influencers?
Amazon influencer marketing can be a highly effective way to foster brand loyalty and establish connections with a wider audience. With the right approach, this popular marketing tactic can also be much more affordable than traditional marketing efforts. So, how do you discover influencers who can spread awareness about your products and drive sales?
Boost Your Reputation
To recruit influencers, start by cultivating a great product and presence on Amazon. Influencers thrive on their reputation - their followers rely on them for their expertise, authenticity, and integrity.
To capture attention, thoroughly optimize your product listings, curate professional-looking content, and cultivate a collection of glowing reviews. Superior customer service, convenient return policies, and a top-notch product will enable you to stand out from the competition and captivate interest.
Find Relevant Hashtags
Searching social media hashtags can help you determine your existing and target audience. Pay close attention to individuals using your hashtags or other popular hashtags that pertain to your products. Enhancing engagement can help you uncover influencers and connect with your shared community.
Search for influencers that match your brand identity. Analyze influencer hashtags to gain a deeper understanding of their community, approach, and audience. To get started, familiarize yourself with the types of hashtags that influencers on social media:
- Brand/campaign specific: Who are influencers already working with? Do the products and brands they promote align with yours?
- Content: Are influencer hashtags relevant to your industry and product category? Are they specific to your niche?
- Trending: Which trends do they follow? Is there an opportunity to drive sales during specific holidays and events?
- Location: Are you able to find influencers in your area? Do they travel or promote products in a specific region?
Do Your Research
When it comes to finding influencers, start by targeting those who are existing customers, actively engage with you on social media, or promote similar products.
Focus on fans who fit into your niche, have a substantial social following, and consistently post updates. Keep in mind that having a massive following isn't necessary for influencers to be valuable assets to your brand.
Now let's delve into the various types of influencers found on social media:
- Nano influencers (1K–10K followers)
- Micro influencers (10K–100K followers)
- Macro influencers (100K–1M followers)
- Mega or celebrity influencers (1M+ followers)
When reaching out to influencers, it’s important to take a slow and steady approach. Instead of aggressively offering freebies, cultivate a genuine relationship and establish mutual trust. Start by following their accounts, liking their posts, and leaving comments.
Once you have established a connection, reach out to them through direct message on their preferred social channel and email. Their email address can often be found in their bio or linked website.
Utilizing both a personal and professional approach can enhance your credibility and make influencers feel more comfortable promoting your products. Craft engaging communication that will make them excited about your products and brand.
Some information you should include in your message or email:
- Specifics about compensation
- The value of your products for their audience
- Your expectations and goals
- Mutually beneficial partnership options
- A call to action and next steps
Is Amazon Influencer Marketing Right For My Brand?
With the correct approach, partnering with influencers can be an incredibly effective way to enhance your brand. Their credibility, likability, and reach can strengthen your brand reputation, expose you to a broader audience, and drive sales.
The Amazon Influencer Program has proven to be a valuable tool for many sellers. With a captivated audience, influencers have the power to sway consumer decisions through video reviews, blog content, and social media mentions. By stacking the odds in your favor, Amazon influencer marketing can prove to be the boost you need to establish your brand as a household name.
Looking to expand your reach and drive sales? Our experts are well-versed in all things Amazon. Our full-service team creates customized strategies to boost brand visibility, grow your business, and increase revenue. To learn more, schedule your free 30-minute consultation today!