- On October 4, 2018
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There’s no denying it, the internet marketing space is the worst offender of “shiny object syndrome” on the planet. As someone who works with Amazon sellers every day, I can tell you one struggle I consistently see brand owners experience is cutting through the noise and focusing on what matters. There are so many different strategies that can be implemented within the theme of digital marketing. Even basic understanding of them all can take several years and thousands of dollars of wasted ad spend. By the time you reach that understanding, it’s time to move on to the next advertising trend. My goal is to provide a foundational understanding of different digital marketing strategies, and how they have the potential to benefit your business and brand.
Understand the Medium & Act Accordingly
Before telling you exactly what to do, it’s important to explain some key concepts. By far the most common mistake I see beginners make with any marketing strategy is not understanding the medium.
Facebook Ads are “Interruption Marketing” because people are looking to connect with friends and family, learn about upcoming event, and develop their community. They’re likely to scroll right past sales ads. Be aware of the social component of the medium, and develop campaigns in line with that.
Google Ads, in contrast, are shown to people typing in specific search queries & are generally text only. People spend time on Google for completely different reasons than Facebook, so ensure your ads should reflect that. For example, if someone is looking for a “free homemade fidget spinner” and they see your ad for “premium gold fidget spinner – $497”, they’re unlikely to convert. What they searched for indicates their behavioral tendencies and, in this case, spending habits.
Understanding the medium and how people interact on that medium is vital to any digital marketing strategy. This alone can save thousands of dollars in wasted ad spend.
4 Marketing Platforms to Focus On
Amazon Sponsored Products
- Boosting keyword ranking by driving sales through keywords.
- Targeting customers with buyer intent.
- Getting real Amazon data to improve your listing.
Not So Great For:
- Immediate results on new campaigns
- Being able to freely scale up spending
While Sponsored Products Ads are still the first and best option for Amazon Sellers, it’s usually not enough alone to successfully launch and rank a product. It’s important to remember a few key factors when beginning your Sponsored Ads journey on Amazon.
- Most keywords in your campaign receive no traffic until Amazon thinks it’s relevant. This often requires at least a few sales to be made organically through those keywords first.
- You can’t spend as much as you want right away. Amazon only gives your ads as much traffic as they think it deserves. Cheaper clicks and more traffic goes to campaigns that have proven good performance over time. Amazon looks for history in sales for relevant, converting keywords.
- Building email & ManyChat lists
- Retargeting “warm” customers and leads with specific ads
- Moving leads through longer sales processes with a series of ads
Not So Great For:
- Directly selling your products to people who’ve never heard of you
- People with little to no knowledge of digital marketing strategy
- Tracking whether or not your ads are converting to sales on Amazon
Facebook is the second largest advertising platform after Google, but the strategy is very different. While it’s fairly easy to navigate and setup the ads themselves, building the strategy with proper assets take dedication and time. Setting up successful ad funnels up can take significant resources such as websites, landing pages, videos, graphics, blogs, and long copy, not to mention more developed marketing experience to ensure the funnel follows a desired user experience.
- Targeting people with “buyer intent” (actively looking to purchase)
Not So Great For:
- Email list building
- Tracking whether clicks are converting to sales on Amazon
Google ads are unique because you can choose to only run ads to people searching with “buyer intent” on your goal search terms. This means you can better anticipate the buyers’ behaviors. However, running ads on Google can also be quite expensive without the proper strategy or understanding where the “buyer intent” is converting.
Email Marketing & Messaging Bots
- Engaging your audience
- Building a secure brand asset
- Increasing repeat buyers
Not So Great For:
- Immediate results/short-term mindset
These forms of marketing can be used in very different ways, but they follow the same theme: Permission Marketing. These customers have agreed to receive communications from you in one way or another. The key here is not to abuse that permission. Building a list, getting that permission, and building trust with customers takes time, so consider these platforms as long-term investments.
- Start with Amazon Sponsored Ads. You can learn a lot from Amazon shoppers at any point in your Amazon business. Start with a free 30 day trial of Ignite today!
- Don’t get distracted by fad strategies. Master one platform at a time, as it’s applicable to your business.
- Be aware of your skill and knowledge level. Don’t overestimate your ability to be successful on a new marketing platform in a short time frame, but also be willing to recognize when help is needed.
- Understand the behaviors and instincts of your audience on each platform.
Author Bio: Danny Carlson is a 26-year-old entrepreneur and expert in Amazon eCommerce. He started his first business producing extreme downhill skateboarding videos in 2014 as a way to fund traveling to and competing in more downhill races. After a near death experience racing in the Philippines, Danny dove headfirst into building an Amazon FBA business. After selling $200k in home & garden products his first 6 months, he founded Kenji ROI, an agency to help Amazon sellers create an advantage through product listings. Danny is also host of the Actualize Freedom Podcast and regularly speaks on live webinars, other podcasts, & business events in Vancouver, Canada.