- Cory Checketts
- On May 29, 2019
A lot of pressure is put on Amazon Prime sellers to be prepared for Prime Day. But what are you doing to continue the momentum that the summer shopping holiday creates going into Q4? Use these tactics to build brand equity.
Amazon Prime Day 2019 will be here in a few weeks. Like any good Amazon Prime seller, you should have your inventory into FBA or ready to ship from your warehouse. Additionally, your advertising strategy needs to be outlined and ready to launch. There is still time to make post-Prime Day preparations, which—if done right—will propel your brand into Q4.
The tactics outlined in this post will keep you informed as to what buyers are saying about your brand and products, help build brand equity, and improve your Buyer-Seller emails with Feedback Genius.
Tactic #1: Understand what buyers are saying about your products and brand
Love or hate them, product reviews are still the preferred method buyers use to communicate their delight or disgust with their purchases. With all of this chatter going on, how are you keeping track of your product reviews?
Savvy Amazon Prime sellers use review notifications are the best way to stay informed on what buyers are saying. Receive an email or text message whenever a negative/neutral product review is left using Feedback Genius. This way you’ll always be aware and ready to resolve any buyer issues.
Every Feedback Genius account comes with two product review notification allocations. You’ll get either an email or text message whenever somebody has left you a negative or neutral product review on from your two tracked products.
Tactic #2: Message repeat buyers for product reviews and seller feedback
Custom messages to people who buy from you more than once is a great way to build rapport and brand equity. Especially since keeping a customer is cheaper than acquiring one. If you need to go the extra mile for your buyers on Amazon then you need to go another one for repeat buyers.
Most sellers send the same message to everyone who buys from them—regardless of the product and number of purchases. This approach yields lackluster results. Remember, it’s all about sending the right message to the right buyer at the right time.
If you create a message and target first-time buyers, you can introduce them to you and your company. For repeat buyers, thank them for being loyal. A custom message to a repeat buyer is a great opportunity to ask for a product review or seller feedback. It’s safe to assume that if somebody buys from you a second time they are satisfied with your service and products, which means they are more likely to leave a review or feedback.
Keep in mind that the reason for asking for product reviews is to build your brand. In your emails, you should be telling your story, building your brand, and enhancing your reputation.
Unique emails keep buyers engaged with you, your brand and products. Repeat messages with the same content will prompt buyers to unsubscribe. If you think about messaging as a way to build your brand in addition to getting feedback and reviews, Feedback Genius emails become a platform for you to showcase your brand identity, creativity and capabilities.
Tactic #3: Show—don’t tell—using email variables
Email variables take automation to another level of personalization. With the right variables, you can create a personalized, automated email that is tailored to help your buyers. Variables also add visual elements to emails that make them easier to digest in shorter amounts of time.
The product image variable in Feedback Genius is a quick way to connect what your email is about without describing it. Buyers should immediately recognize the product as one they just bought. This variable is useful if you need to communicate important product information to the buyer that will enhance their experience.
If soliciting a product review is the goal of your email then the stars review link variable is a great way to communicate an action without influencing it. This variable will display five empty stars within the email body thus communicating that you want their opinion of the product without suggesting a specific rating.
The Halo Effect
If you can ride the proverbial sales wave into Q4 that Prime Day creates, you’ll be positioned better for increased holiday sales. The Halo Effect happens when you improve sales and keyword ranking, grow a review and feedback base, and take advantage of spillover traffic for slower-selling products.
There is still time to prepare yourself for creating a Halo Effect for your brand post-Prime Day leading into Q4. You can start by:
- Being aware of what buyers are saying about your products
- Following up with people—especially repeat buyers
- Making your follow-up emails painfully obvious to understand
Having a plan in place for after Prime Day is equally important as being prepared for the day itself. These Amazon Prime seller tactics can continue the momentum Prime Day creates well
into the holiday shopping season. Ensuring that your buyers have the best experience possible with your products and brand will help you stay top-of-mind when they go to make their next purchase.
The takeaway I want you to have from this post is this: If you’re not proactively messaging your Amazon buyers then you’re missing out on a massive opportunity. Feedback Genius continues to be the most obvious solution for automating Amazon Buyer-Seller Messaging. There are plans available for sellers of all sizes—you can try Feedback Genius free for 30 days.