It’s no secret that Amazon is taking over the world. So, it should come as no surprise that Amazon is also taking over every aspect of digital marketing, including influencer marketing. etailz, a leading retailer on Amazon, was one of the first third-party retailers to adopt influencer marketing as a means of driving external traffic to Amazon. Here’s what we’ve learned.
通常，亚马逊零售商仅将其营销工作集中在吸引已经在亚马逊上的购物者的注意力上。而且，为什么不这样做呢？亚马逊已经完成了获取消费者的艰苦工作，对吗？错误的。或更确切地说，一半是错误的。49％的产品搜索从亚马逊开始,which means the other 51% of shoppers are beginning their searches elsewhere. Guess where they are: On social media. And, how do you reach them? Through influencer marketing.
Amazon themselves recognize the value of influencers. Itsinfluencer programis an extension of their affiliate program which enables influencers with a certain follower threshold to create their own Amazon storefront, share products through custom URLs, and earn money by doing so. Amazon’s also recently launched its名人商店它显示策划表从上名人。So, whether micro or macro, Amazon is clearly interested in providing opportunities for influencers of all sizes. This is why it’s so important for Amazon retailers and brands to dedicate a portion of their influencer budget specifically toward working with influencers dedicated to driving traffic back solely to Amazon. Here’s how we do just that.
作为许多消费者品牌的介绍，影响者在您的整体营销策略中发挥了至关重要的作用。在Etailz，我们通过实施整体营销理念渠道找到了无与伦比的亚马逊营销成功。在该渠道的最重要的是，有影响力的人从博客和社交资料中驱动与亚马逊上市或亚马逊品牌商店相关的交通。如果一个品牌没有利用这些外部影响者计划，即使在平台上营销支出很高，他们在亚马逊上的客户群也将不可避免地高原。不断泛滥的新客户需要流到亚马逊平台上，以便继续在频道上获得最大的成功。
Once external traffic has been driven to the marketplace through influencer and social media marketing, it’s time for Amazon CPC ads, coupons, and giveaways to capture the on-platform customer’s attention. At the bottom of the funnel is the ever-important listing content. Optimized copy, photos, and videos must be in place to ultimately convert the customer. Without these foundational marketing elements in place when an influencer campaign launches, the entire campaign is at risk of failing to produce significant results due to ineffective listing content. The success of the whole depends on the quality of the components. Together, they create a holistic strategy that produces results. And, it all begins with influencers.
影响者的7个原因应该成为您亚马逊营销策略的一部分：
＃1：即时的内容创建者团队
Influencers are respected content creators producing stunning content, including photography and video, that can also be used within Amazon listings. We work with many brands who do not have in-house photographers and will instead hire out their Amazon listing images to influencers, getting the dual benefit of both an influencer campaign and customized assets. It is important to be upfront about your intent to utilize an influencer’s content in a commercial setting, as some influencers may charge extra for those rights. Even so, we’ve often found gaining commercial rights is still cheaper than hiring a professional photographer.
#2: It’s All About Gaining Trust
In a world of knock-off brands and counterfeit product, consumers are more aware than ever of these potential scams, especially on Amazon. It has recently started cracking down on counterfeit product through its透明程序, which demonstrates what an important role a brand’s reputation plays in success on Amazon. Spreading the word and building up your brand’s credibility over counterfeits and your competitors can be achieved by employing reputable influencers to promote your products.Influencers spend years gaining the respect of their followers, making them the ideal advocates for your brand. If an influencer is promoting your brand, that’s just another way to differentiate your products from any counterfeiters and your competitors. You can also control which links influencers include in their promotions, ensuring that you’re driving shoppers to your authentic listings and they’re not stumbling into fake listings on Amazon.
＃3：推出新产品
Influencers are a powerful asset for launching new products. Without a history on Amazon, the first priority for new products is increasing product visibility.一个很好地应用本课的品牌是JumpOffJo, a family lifestyle company who creates products that “grow with your family.” JumpOff Jo collaborated withJanene Crossley, a top one percent Instagram influencer in the Moms community, to promote its Little Jo Kids TeePee Tent on her博客andInstagram. Through Crossley’s posts, JumpOff Jo promoted its brand and product to thousands of relevant consumers, building brand awareness and driving sales. They were able not only to gain additional visibility on Amazon, but they also gained hundreds of followers on their own social accounts, providing evergreen value well beyond the campaign.
＃4：将其他亚马逊策略整合到您的竞选中
With so much noise on social media, it’s important to entice your influencers’ followers with something extra. We often set up unique coupon codes for influencers to share with their readers. Whether you’re having a major influencer distribute this code or hundreds of micro-influencers share it with their readers, including a discount in their posts always amplifies your reach. This also improves your ability to track direct Amazon conversions via coupon code redemptions. We have also used influencers to promote Amazon deals, giveaways, and new product launches.
＃5：设置每个广告系列以产生持久的影响
尽管我们在Instagram上开展的许多广告系列，但我们经常建议博客文章和/或YouTube视频作为广告系列的一部分。这些内容类型是常绿的，能够以可跟踪的链接为特色，理想情况下，可以永远回到亚马逊。例子：在过去的九个月中，我们为客户开展的YouTube广告系列已经产生了4,000多个高度相关的点击返回其亚马逊列表。
#6: Reuse influencer content on Social Media
重新利用影响者的内容并不是一个新想法，但是我们看到成功的地方要么通过其个人资料来增强影响者的内容，然后直接返回到亚马逊上市和/或重新使用其内容以创建社交广告。无论如何，您可以提高意识到您的产品可通过新鲜内容在亚马逊上提供，这只会帮助您的亚马逊销售增加。
#7: Measuring Results Effectively
Of course, influencer marketing on Amazon presents its own set of nuances. Tracking sales has historically been near impossible, with no access to place tracking code on Amazon’s back end. Fortunately, Amazon has seen the value in driving external traffic to its platform, and the company has recently enabled retailers and brands to create trackable links via Amazon brand stores. For the first time ever, we are now to create trackable links unique to each influencer so we can accurately measure and attribute sales to their efforts.
亚马逊品牌商店可以由品牌本身或该品牌的注册代理商创建。这些品牌商店充当品牌的凝聚力目录，包括前所未有的外部跟踪能力。每当我们为客户开展有影响力的活动时，我们都会确保他们的品牌商店优化以接收（转换）流量。它必须与影响者发表的内容具有凝聚力，以便为从社交媒体到亚马逊平台的购物者创造无缝体验。在广告系列结束时，我们能够衡量每个有影响力的人驱动器的品牌商店页面浏览量，订单和销售量，在亚马逊影响者世界中，这就是改变游戏规则的人。
Source:amazon.com
总而言之，在市场营销世界中，包括亚马逊营销的影响者越来越受到尊重。即使您已经有一个有力的影响者计划将流量引向直接网站，也考虑将专门的亚马逊影响者分层为该策略。但是，请注意，将有影响力的流量引导到亚马逊与传统的将客户驱动到您的直接网站的路线大不相同。跟踪更加困难，还有其他物流，还有更多的东西必须在亚马逊本身上完美地落入。亚马逊是一个非常动荡的地方，因此您想确保在分配资源以使影响者将流量带回那里之前，一切都看起来最好。188金宝慱网站通过利用上面的经过久经考验的策略或与亚马逊影响者营销专家合作，您将获得成功。金博宝188备用网址
Over 30.000 marketing professionals rely on us for their news. Shouldn’t you?
Subscribe to the world’s #1 influencer marketing newsletter, delivered bi-weekly on a Thursday.
