The right way to Use Amazon Posts to Promote Your Merchandise
If you're serious about digital marketing, you've probably spent thousands of dollars on testing, experimentation, and workshopping only to find that you just can't reach your target audience.
This is where Amazon Posts comes in.
Amazon is more than just integrating social media into online retail. Their Posts initiative reworked what social media marketing could be, and it just might be the answer to some ecommerce sellers' problems.
What are Amazon Posts?
Amazon Posts is Amazon's social media initiative that allows customers to find new products and connect with their favorite brands.
This is essentially the Amazon version of Instagram. Posts enable brands to create and promote product-related content by referring directly to specific product lists. All of your posts will appear in your brand's feed.
Your content will be visible to buyers on product detail pages, related product feeds, and category-based feeds. Amazon offers brands and companies the opportunity to market themselves directly to their audience within Amazon.
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 website and linking it to an Amazon account, brands can interact with users who are already on the Amazon platform, increasing sales and engagement.
Access to buyers who are already in contact with Amazon is part of what makes Amazon Posts such an interesting marketing tool. This access can reduce friction, one of the most frustrating hurdles marketers face.
Why you should use Amazon Posts to promote your products
Platforms like Amazon and social media are constantly releasing new features. What are the benefits of investing in this new feature? Let's take a look at why Amazon Posts is important to ecommerce brands.
Reach a wider audience
Amazon is the most popular buying app in the US, reaching more than 150 million shoppers every month. Amazon Posts helps your brand connect (and convert!) These buyers. Unlike ads on platforms like Facebook and Instagram, you can reach more buyers with posts for free.
A wider range for free? It's hard to argue with.
Reduce buyer friction
When we talk about frictional losses in marketing and sales, we usually refer to potential sticking points and objections customers encounter on their way from a potential sale to a transition.
This friction can become a sensitive issue as almost every decision a customer makes can lead to friction.
From a marketing standpoint, your job has two levels. In the first shift, as much friction as possible is removed from the customer journey. However, your company cannot remove every single point of friction. Eventually, the customer will encounter a yes / no situation.
Because of this, the second level of marketing is creating marketing experiences and content that is compelling enough to move buyers past the points of friction that you cannot eliminate.
Every form of marketing has its points of friction, but Amazon Posts aims to address two of the biggest problems in marketing.
If your brand is promoting its content on Amazon, there is no need to ask buyers to follow you to another website. They are already where they need to be! Thanks to Amazon's streamlined and comprehensive approach to customer experience, your brand can leverage its expertise and create compelling customer journeys.
Competitive product visibility
The term “competitive analysis” is used extensively in digital marketing, and for good reason.
Your brand is likely not the only option for Product X or Service Y. Regardless of whether your brand has 10 or 50 competitors, your brand's priority is to stand out from and engage with potential buyers.
Savvy brands and business owners analyze the advertising channels their competitors are using. How do you write your copy? How often do they produce content? Where do your ads appear? What keywords are on your landing page? These are the questions that determine critical analysis.
Brands ask themselves these questions for one simple reason. When you understand how your competitors think, work, and promote themselves, it becomes a lot easier to hijack their audience.
Promoting your content through Amazon Posts can land your products in related product feeds so you can promote your competitor's audience directly when the buyer is ready to make a purchase!
With access to over 150 million monthly users, your brand can't afford to sit on the sidelines and let your competitors dominate the Amazon Posts space.
Who Should Use Amazon Posts to Promote Their Products?
Of course, there are some advantages to using Amazon Posts, but that still leaves us with one question. How can you tell if Amazon Posts is a good fit for your brand?
You wouldn't promote exercise equipment on LinkedIn or professional SaaS business solutions on Snapchat. Every audience has a unique social media experience. Understanding how your customers see the world is part of developing an effective marketing strategy.
Fashion brands are in a fantastic position with this platform. Are you promoting high quality images of your products right next to your competitors? For most fashion brands, a dream comes true.
Still, there are plenty of other brands that can use the Amazon Posts section. If your brand has tons of relevant social media content, you can reuse it and promote it directly to Amazon buyers.
However, there are a few things your brand should consider before diving into the Amazon Posts ecosystem.
Your brand must be actively selling products on Amazon to qualify for this initiative. Fortunately, Amazon Posts is a free platform, which means you can legitimately compete with bigger brands.
If your brand has taken the time to create high quality imagery, this is a perfect way to not only maximize its value but also explore a unique form of consumer marketing.
How to Create Amazon Posts
Now that you've decided to get started, it's time to start making posts. This process is relatively straightforward. First, visit the official Amazon Posts website and log in using your advertising console or Seller Central credentials.
Once you've done that, create a profile by checking your brand name, uploading an image of the brand logo, and that's how you create posts on Amazon.
Each post contains five key elements: a brand name and logo, the promoted image, a "View Product" button, a label, and tags. Most of these elements will look familiar to you after you've spent time promoting on Instagram. At Amazon, however, the implementation of tags is a little different.
Instead of hashtags on Instagram that let you control where your post is displayed and how it is related, Amazon will automatically tag your post and automatically determine which feeds it will appear in.
Tips for creating Amazon posts that successfully promote your products
Now that you know what Amazon Posts are, let's show you how to use them for your brand. Here are three tips to get the most out of this new feature.
Post often
This is where SMM shines. Creating a post on Amazon is completely free! Instead of having to manage an ad budget, your brand can focus on creating and sharing as much relevant content as possible.
Developing a relationship with buyers takes time. The sooner you start the better. Schedule your posts on the platform to ensure regular content updates. Scheduled posts can simplify your marketing efforts and consistently engage with your audience.
Daily posting is a good place to start, but if you have an extensive content jam, feel free to plan more. Remember to experiment here to make sure you don't overwhelm your audience!
Content is still king
We've looked at the "quantity" component, but it is important that we also look at the "quality" component.
Nobody, and I mean nobody, enjoys spam. Think like an art curator instead of overloading your audience with every possible image. Your brand is made up of dozens, maybe hundreds, of unique pieces of content. Which pieces are extraordinary? What type of customer would like to engage with a particular piece of content?
Creating remarkable content is great, but creating memorable marketing experiences is the engine of conversions. Use this platform as an opportunity to explore exactly what your brand and content can do.
Monitor campaigns and metrics
Some brands see marketing campaigns as a maddening blow to awareness. Don't get me wrong, traffic is definitely important, but really effective marketing is about more than just visibility.
As a marketer, I don't just want to be seen. I want to be heard, and if my content doesn't convert, something has to change.
This is why monitoring your campaigns and metrics is critical. If you're new to Amazon Posts, it isn't enough to just start posting. You need to set clear marketing goals, campaign strategies, and content initiatives.
Social media platforms are constantly changing, and understanding how those changes will affect your campaigns makes it a lot easier to customize and evolve.
Examples of successful advertising postings on Amazon
If you are concerned about what type of content to create or how to define your visual branding, take a page out of an ecommerce store and just let the product speak for itself.
VIKICON has a relatively small label, a decent product range, and some saturated tags. The picture itself requires attention.
Bold, eye-catching graphics are a powerful way to tell your entire brand story without saying anything. Sometimes less is really more.
KIWI Design also understands the attractiveness of its product. Getting lost in a world of virtual reality means more than just computing power and frame rates. It's about the shock and awe of being immersed in an immersive digital experience.
My favorite part about this picture? It also sells you to the value of the ceiling pane system! If you want to lose yourself in a digital experience, the last thing you have to stumble upon is cables.
Conclusion
Social media marketing is critical to building a relationship between consumers and sellers. Our ability to connect in an honest and meaningful way has a direct impact on the performance of our company. Amazon Posts serves as a bridge between social media marketing and a direct e-commerce experience.
Amazon Posts is particularly interesting because it reduces friction and integrates so well into the Amazon platform. That being said, there are brands with dynamic visual content that are perfect for this environment.
If your brand falls into this category, don't waste your time anymore. Dig into the strategy and see how well you can connect with buyers on Amazon Posts.
If you would like to learn more about other innovative ways to promote your e-commerce business, please let our agency know. We can keep you updated and work with you to incorporate bespoke digital marketing strategies.
Are you planning to use Amazon Posts? What results are you hoping for?
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