How to Choose the Best Social Media Platform for Selling Your Products

[How To] Choose the Best Social Media Platform for Selling Your Amazon Products

If you have been struggling with selling your Amazon products through social media then please read onthis post will show you exactly how to do just that!  And – be sure to read all the way to the bottom to get access to a live walkthrough video demonstration that will show you how to perform target audience research.

There are thousands of articles on the web and “gurus” preaching the importance of social media in helping you promote your products online.

In fact, here are just a few enticing stats that should convince you that having a good social media presence online for your brand and products can help you sell more:

  • 71% of consumers who've had a good social media service experience with a brand are likely to recommend it to others. (Ambassador)
  • 76% of U.S. consumers have purchased a product they saw in a brand’s social media post (Curalate)

The challenge most of us face as sellers on Amazon (or other eCommerce channels for that matter) is that we don't really know how we should go about it.

We end up reading what feels like a million articles, watching hours of YouTube videos, and spending thousands on courses and training – with very little to show for it at the end.

Don't worry – you're not alone!  

The reason why so many of us miss the mark on social media marketing can be summarized by three critical “bottlenecks” to social media marketing success:

  1. Not choosing the right demographic to engage with
  2. Not choosing the most appropriate platform for the audience that is going to buy the product
  3. Not creating the appropriate “top of funnel” content to direct traffic to the core offer

Let's go over how to solve each of these three bottlenecks in more detail.

How to Choose the Right Demographic to Engage With

There are several social media platforms to choose from and many people are under the false impression that you have to master all of them to be successful.  This just isn't true.
In fact, if you look at most major brands today, they all have social media accounts (or “handles”) for the major social media platforms (Facebook, Instagram, Twitter, YouTube, and Pinterest) – but most brands focus on using just one for communicating with people that would be looking to buy their products.

Which platform you choose to focus your advertising and engaging customers with is going to depend largely on a) who the most likely to buy your products and b) how they are gathering information to make an informed buying decision.

When you think about the who and the how, you can start to piece together the what and the where  – what are your customers using to make purchasing decisions?  Where are they going to hang out to get this information?

Demographic Breakdown Example: Designer T-Shirts

For example, let's say you were selling something in the clothing niche.  Something like a designer t-shirt.

The first question you should ask is: Who actually buys designer t-shirts?  Are they younger than 30? Mostly men and not women? What sort of other common interests do they have?  How do they collect their information?

When you're researching your target audience, you have to turn into a private investigator.  You can use a number of resources but my personal favorites are Google search using a Chrome extension tool called Keywords Everywhere and Facebook Audience Insights, which is available to Facebook Business account holders.

When I am trying to find information on my target audience, I just start by going to Google and typing in the main search term associated with my product.  In this case, it's “designer t-shirts”.

Using the Keywords Everywhere Tool, I see off to the right-hand side, a list of related and relevant search terms, along with estimated search volume, as you can see here.  The green highlighted terms are the ones with the most monthly search volume according to Google and Clickstream.

Google Search Example Showing Keywords Everywhere ResultsBased on the search results and the Keywords Everywhere tool, the top related search terms are “designer t shirts on sale”, “designer t shirts mens”, and “luxury t shirts brands”…

What I am really interested in however, is what is listed under the “People Also Search For” – because this is going to give me more specifics into what people are interested in that are related to the product.  

I see that four of the first five returns are all brands – True Religion (they sell designer jeans), Givenchy, Versace, and Chanel.

I am really interested in the fact that there are over half a million searches for True Religion Jeans.  With that much traffic, chances are that Facebook has some good data on people that follow this brand. So let's go to Facebook!

Using Facebook Audience Insights to Do Market Research

The next step is to take this information and go into Facebook Audience Insights.

I start my search by letting Facebook know I want to search for everyone on Facebook.

Then, I want to select the United States as my Audience.

Next, I am going to start defining my audience based on the fact that they like True Religion Brand jeans.  I type in “True Religion” and sure enough, this comes up as an option!  

Looking at the Demographics tab first, the very first thing I see is that my target audience is nearly split between men and women, with a little bit more women (but overall, there are a bit more women than men on Facebook anyway).  

The second thing that stands out is the age group.  Nearly 80% of both genders that like are aged between 18-44 years old.  

Audience Insights tool ages

Click the Image to Zoom In

 Third, nearly half of our audience is single and well over half are college-educated.  

Thinking about how demographics ties into purchasing decisions, younger, single, but educated crowds tend to be focused inward, place a higher importance on good looks, and “upward mobility” in the social ladder.  

The next thing I go to are the Page Likes.  I notice that there seems to be a lot of interest in people, brands, and media that are targeted heavily toward people in the African-American community.  Musicians such as Blac Youngsta, TV such as Black Entertainment TV (BET), and other influential black entertainers, sports figures, and brands. 

Audience Insights Tool - Page Likes Tab

Click the Image to Zoom In

The next tab over is the Location tab.  When I click on this, it shows me that there are certain locations in the United States where there is a higher population interested in the “True Religion” brand and potentially designer t-shirts as well.   I look at the cities and the States here, and note that it may be worth testing targeting just to a select number of States and cities to start with.

Audience Insights Tool - Locations Tab

Click the Image to Zoom In

The last tab I want to look at is the activity tab.  This tab tells me two pieces of information:  How much my audience is engaged with posts on Facebook, and what type of device they use to get their information.

I learn that my demographic is responsive to ads (the click on them) but they do not take promotional offers. 

This is a good piece of information to have, as it tells me that if I were to advertise on Facebook, or elsewhere – promotional offers may not be the best advertising strategy. 

However, if I created an ad that directed my audience to a “trust building” offer off site, then it may serve as a valuable bridge my customers to my brand and products.

 

The other piece of valuable information I receive from this tab, is that over 80% of my target audience uses their mobile device (aka Smartphone) to use Facebook.  Again, if I were to advertise on Facebook, I need to be very aware of how I am delivering ads and that the format is optimized for mobile devices.  Otherwise, I will have a difficult time communicating anything or even getting my ads displayed.

Audience Insights Tool - Activity

Click to Zoom In

Now that we have addressed the problem of not knowing our target demographic, we can now address the problem of have some good information about who are designer t-shirt audience is, we can develop a strategy for reaching our future customers on social media. 

How to choose the most appropriate Social Media Platform for your Target Audience

Looking at the previous exercise in which we found out about our target audience for designer t-shirts, we discovered that our target audience (*based on the data obtained through Facebook Audience Insights*) is:

  • Mostly aged 18-44
  • Evenly split among men and women
  • African-American 
  • Live in Urban Centers
  • Use mobile devices to get their information
  • Are influenced by advertising but not by promotional offers
  •  

 Knowing this information, we can take this and look into what sort of social media platforms would reach our audience given the product being sold, their gender, age, ethnicity, and location.
Turning to Google, we can start doing a bit more research into what social media platforms are more popular than others for this demographic profile.
The first thing I do here, is go to Google, and start a search:

 “Most popular social media platform ____”

The blank part is going to be filled in based on these demographic attributes.

For example: 

“Most popular social media platforms by age”

If I type this as a search query, I get several results including an article from Pew Research center – which is a well-established independent research and polling firm out of Washington, D.C.  

Based on this information, it tells me that those aged between 18-44 prefer mostly YouTube, Instagram, Snapchat, and Facebook.

Social platforms like Snapchat and Instagram are especially popular among those ages 18 to 24

Similarly, I type in 

“Most Popular social media platform for African-Americans”

And I see an article  by Black Enterprise, which declares that Instagram is the favorite among this ethnic group.  

My other piece of research involves the product I am selling.  

Thinking about clothing and fashion in general, this is a very image driven product category.  As such, I need to think about the primary use of each social platform, how it structures and presents information and content.  Then I need to look at these formats and how relevant they are to my product niche. 

 Instagram seems to fit nicely because it is all about sharing images and videos, rather than words.    

How to Create Relevant “Top of Funnel” Content for your Target Audience and an Irresistible Offer

We are almost done with our analysis and research.  The final piece to converting your social media traffic to sales is to create content for your target audience that includes an irresistible offer – a call to action that directs your potential customer to go to your listing and make a purchase.
 The first thing you need to do is create what is called “top of funnel” content.  

Think about a funnel, it is wide at the top, and then gets progressively narrower as you move to the bottom.  

Engage

 The very first step in this process is to engage with your potential customers.  The best way to engage with your target audience on social media, is to start a conversation with them.  
If you're on Facebook, you might want to consider creating “fan club” page or group that is based on the niche you're selling in.
In the designer t-shirt example, think of other topics such as music, art, and entertainment  that your target audience is interested in.  

Provide Value

Once you start engaging with your audience, you need to provide them with valuable content.  By content, this could be how-to information, news, funny memes, videos, and interviews.  What you share with your audience will depend largely on what they are interested in, so to do this you need think again, about what your prospective customers already like.  Knowing the types of brands, people, and information they are consuming already will help you in providing them value of your own for your own products and services.

If I go to Instagram and look at True Religion Brand Jeans, I can see that they have a great Instagram profile.  They have over half a million followers.  Note how they have a consistent “theme” for their fashion, using a mix of genders, and ethnicities.  They also have mixed media, a blend of professional photos and videos.

True Religion Brand Instagram

 

Build Trust

Building trust requires that you provide value consistently over a period of time.  It also means, becoming an “authority” in your niche.  The only way you can become an authority figure in your niche is to consistently provide high-quality content and information for your target audience.  
Over time, as you provide value to your audience regularly, they will reciprocate their appreciation by coming to your pages frequently and engaging with your content and with others.The Social Media Sales Funnel copyright ThisisKindra.com

Create Your Irresistible Offer

 The final piece of this equation is the irresistible offer. This is where the “rubber meets the road” so to speak – because after you have engaged with your audience, provided value, and built a solid foundation of trust – it's now time to introduce them to your product so they can purchase it.
Creating a good irresistible offer will depend on a number of factors such as price, how many other complementary products you have in your brand line, and what your target audience is receptive to in terms of an offer.

Here are different types of irresistible offers you could provide your customers:

  • Payment Plans (“make 3 easy payments of…” or “choose between monthly or annual plans”)
  • Bonus Gift or Premium Access
  • Discount offer
  • Bundle or kit complementary products together
  • Add a “Risk Reversal” Incentive (free returns, no hassle exchanges, 30-day money back guarantee, etc.)
Let's go back to our designer t-shirt example.
Rather than guess what offer might work the best – I can use the information I gathered during my audience research to help me make an educated decision.
Remember that one of the major brands that my target audience was interested in was True Religion Brand Jeans.  If this brand is popular with my audience, then some deductive reasoning can lead me to make a hypothesis that what offers True Religion is providing their customers, may work with my customers as well.
When I visit the website, I immediately get this pop over, offering me 10% off.  Note that there is a scarcity timer on the pop up (30 hours) – which gives a sense of urgency to take the discount and make a purchase before time runs out.
True Religion Discount Example
 
I note at the top another offer: Free shipping with orders $150 or more.
 
True Religion Shipping Offer Example
 
Lastly, as I scroll down further on the page, I note that they offer a seasonal-themed discount of 40% off “Fall Favorites.”
 
True Religion Discount Offer Example 2
Based on the on-page offers, I can conclude that having a number of incentives and discounts can help move my customers toward making a purchase.  
 It is not an uncommon practice for eCommerce stores to “split test” a number of offers and measure the results over time.  Sometimes, it takes a combination of offers to pull in as many different segments of your customer demographic as possible.  So, don't be afraid to experiment, test, and measure your results.  

Conclusion

In this article, you learned about how to effectively promote your products using social media by addressing three critical bottlenecks to social media marketing success:

  1. Not choosing the right demographic to engage with
  2. Not choosing the most appropriate platform for the audience that is going to buy the product
  3. Not creating the appropriate “top of funnel” content to direct traffic to the core offer

You then learned about how to choose the right demographic to engage with (your target audience), how to determine which social media platform works best for your audience, and then you finally learned about how to engage, provide value, and build trust with your customers.

As you can tell, social media marketing success isn't about short term bursts of sales, but a long-term marketing strategy that should be managed and deployed carefully with research and planned for long-term growth.

If you're patient and work for the long-term gains rather than short-term bursts of sales, you will be rewarded!

Check out the Video Walkthrough Below, and learn how to conduct target audience research:

A frustrated looking woman looking at her computer

When Using Amazon Sponsored Ads Isn’t a Good Idea

A common mantra among many in the Amazon Sellers community with regard to launching products is to “go all in” on Amazon Sponsored Ads.

It goes something like this:

  1. List your product
  2. Set up an “automatic campaign” and let it run for 4-6 weeks
  3. Pull a report and look at the data
  4. Look at conversions on search terms and add poor converting search terms to a negative keyword list, and add good converting search terms to a manual campaign
  5. Lower bids and budget on Automatic
  6. Start a research  manual campaign using the results from the Automatic campaign
  7. Run for 4-6 weeks
  8. Pull a report and look at the data
  9. Look at conversions on search terms and add poor converting search terms to a negative keywords list and scale up bids on the best converting search terms.
  10. Continually optimize and fine tune every 10-14 days (accounting for reporting lag)

Rinse and repeat.

While this basic ten step strategy can work well for some out of the gate, for most new sellers on Amazon, they will typically see poor results.

It’s important to first highlight what “poor results” means in the context of sponsored advertising.

Poor Sponsored Ads results would mean:

  1. At a minimum,  not breaking even
  2. Low to zero conversions on main search terms related to the product sold
  3. High Ad Spend to Sales (ACoS) ratio (this ties into not breaking even)

Note: “Poor Results” does not necessarily mean “not making a profit” – that is, a profit entirely off of sponsored ads generated sales.

A successful Sponsored Ads campaign would mean:

  1. At the minimum, breaking even.
  2. Converting highly on main search terms related to the product sold
  3. Reducing ad costs to a profitable TACoS (Total Advertising Cost of Sales) while not compromising impressions on ads for the potential of high conversion clicks.

The Amazon Sellers Sunk-Cost Fallacy 

The challenge most sellers have with this rough-outline of a plan, especially for those launching new products into the marketplace, is that they end up wasting a lot of ad spend thinking that the more money they spend on campaigns (increasing budgets, increasing cost-per-click bids) will somehow make things “better” for them in terms of converting a click to a sale.

There is a name for this line of thought, and it’s called the sunk-cost fallacy, which can be translated simply into “throwing good money after bad.”

The reason why sellers do this comes down to not understanding what the primary motivating factors are for converting a shopper’s click on an ad placement to an actual sale.

The “4 P’s” that Influence Your PPC Conversions

To convert on an Amazon Sponsored Ad, there are a number of factors at play here, but I will only focus on what I consider the top three, which I call the “4 P’s”:

  1. Product
  2. Price
  3. Proof
  4. Position

Product

Yep, product selection is crucial.  

If you sourced a product that doesn’t have demand, and did not source it at a cost that yields a net profit of at least 3 times your total cost of goods, then you have just set yourself up for a very tough road for profitable advertising.

In terms of advertising, if you selected a product that very few people are interested in, you won’t receive many impressions.  No impression = no views. No views = no chance for a conversion. Pretty simple.

The flip-side of this is selecting a product that everyone wants, but there are so many different options that shoppers become overwhelmed by the choices. There’s too much competition on the same product.

The way to combat this is to differentiate your product – but don’t differentiate so much to the point where it confuses shoppers as to what you’re actually selling.

So if you’re looking to be different, look at it from the perspective of adding perceived value where others in the marketplace are not.  

Hint:  Differentiation in 2019 (and beyond) does NOT mean just adding a “bonus e-book” to your listing! 
This tactic is “2015” and really doesn’t help with most listings.

What you need is to add a complimentary item to your product or modify it’s core functionality so that it does something different than all the other products.

An example: A garlic press with a garlic press cleaning tool and garlic crusher roller

Price

Amazon favors “comparative-priced products” in its marketplace. 

Notice I used the word comparative  – not competitive

Just because you have the lowest price, doesn’t mean Amazon or shoppers will favor you.  

What the algorithms and shoppers are looking for is a “competitive spread” of different price points.  

So when you first launch your product, you should always be testing price points with your customers and see how slight adjustments (by 10% or so) up or down every couple of weeks, plays a role in your sales and ad placements.  You might be surprised by what you find out!

Proof

Shoppers favor proof that a product is high quality and will perform exactly as they are expecting based on the product’s title and feature bullets.  

Proof on Amazon means one thing and that is reviews, and if you are just launching your product you won’t have any.  

If you are again, selling a product that is attributely the same as another competing product in terms of perceived value and quality, the product with more reviews will typically have better sales conversions.  

 

Position

Position actually is a combination of a few factors.  And by position, I am talking about ranking on main keywords and search phrases.  

The first critical factor is  – how much competition is there in front of you and behind you?  If you’re launching a product in a category that is already saturated with similar items with little to no variation  – you’re already swimming against the current for achieving ranking.

The second factor is  – how much of a parity is there between you and your competition with regard to the pricing and proof as mentioned above?  

It will be much easier for you to compete in advertising and achieve rank through sponsored ads when you are swimming with like-sized fish… in other words, all of you have similar prices, similar number of reviews.  Alternatively, if a few sellers have 1,000 reviews and similar prices – these sellers will receive the lion’s share of sales, while the rest of you fight for the scraps.

The third factor in positioning is conversion itself.  And yes, this is sort of a “chicken and the egg” type of factor because to obtain conversions, you have to get sales, and to get sales, you have to be positioned usually in the top 1 or two pages. But, it’s worth highlighting because it does play a critical role in how you’re positioned from an advertising point of view, because the Amazon algorithms typically favor sellers that can demonstrate they can consistently convert when they are *not* advertising.

Now that you have an idea as to what the “4 P’s” of conversion are, you should now understand what you need to do to create high-converting Sponsored Ads Campaigns.

Three Ways You Can Improve Your Sponsored Ads Campaign Success

1. Optimize your Listing

The absolute “prerequisite” to converting an ad click to a sale is to have an optimized listing.  I cannot emphasize enough the importance of having high quality images, a well-written title, feature bullets, and “optimized” search terms and backend keyword data.  

You can think of “optimized” as meaning “relevant.”  How relevant are your keywords, search terms, and images?  Do your images accurately describe, without saying anything, what the main function and benefits are?  Does your title accurately describe exactly what your product does in the images? Do your feature bullets accurately describe all the benefits that come along with the functions of the product?

2. Test Price Points and Discount Methods

Next, you need to start testing your price points to see where your “sweet-spot” is in terms of achieving the maximum profit margins to sales conversion ratio.  

Start by simply offering a discounted price (not an on page discount or coupon), and use this as the control price.

Test this for 2 weeks.  Pull a detail sales and traffic report at the end to show you what your session to unit sales conversion rate is.

Then, after this test, boost the price and offer an on page coupon or discount.  Run for 2 weeks and then pull a sales report and look at the results.  

Test different ways for 6-8 weeks until you have determined the best pricing strategy for your product and target audience.

3. Get Reviews

No one will deny that it’s becoming increasingly difficult to get verified and “white hat” product reviews on Amazon for private label products.  

That said, obtaining reviews is mostly a numbers game.  A certain percentage of your customers will leave a review.  And a great proportion of them won’t.  

Across all Amazon categories, the average review conversion rate can range between 1% and 10%.  

Ironically, items that are more likely to be expected to FAIL or have a limited lifespan, and then meet or exceed customer expectations, are the items that get higher review rates!  

Think about phone charging cables, electronic devices, and consumable/replenishable products (like food and pet supplies).

Products considered commodity items – those things that we buy once and expect to function as it should out of the box and last a long time – typically won’t get many reviews.  

Knowing what a reasonable review conversion rate should be for your product and category should give you an idea as to what to expect in terms of results and strategy for getting reviews.

Put yourself into the shoes of the customer.  If you bought your product, what would absolutely move you to go through the effort of leaving a review?

If you answered “an outstanding product that performs as stated” – then you need to be sure you’re offering a product that does just that.  

Many sellers who are selling on Amazon right now haven’t even touched the products they are selling to customers!  

Don’t be this kind of seller.  

You need to KNOW your products inside out.  Have a small stock on hand at all times. Know exactly what the customer is going to get and how they get it. 

Alternatively, if your mindset toward reviews is that the only way you would possibly entertain spending time on writing one is if someone offered a discount or free item – then you will need to think outside the box and work within the terms of service of Amazon about asking for reviews without running the risk of offering incentives in exchange for reviews.

So, now that you know what it takes to do well with sponsored ads,  you’re probably wondering – “So when are Sponsored Ads NOT a good idea?”

When Sponsored Ads Aren’t a Good Idea (to start)

Quite simply, if you cannot address the “4 P’s” above, you probably are not in a good position to start up Sponsored Ads in full earnest.

That isn’t to say you shouldn’t start a very modest campaign with a low daily budget (like $10 per day) and low CPC (under $0.75) to start, just to “warm up the algorithms.”

But remember that your conversion rates here will not be very good unless you are selling a product people want, have it set to a price that is comparatively competitive, has enough reviews to add credibility to the offer, and is well-positioned in the marketplace organically.

It is important to understand that while you're selling on Amazon, and Amazon certainly wants you to spend money on their advertising platform, you can drive traffic and get better ROI when you take a pragmatic and holistic approach to driving organic sales.  It goes back to that chicken and the egg paradox of selling on Amazon – you cannot convert highly without organic sales traction.  You cannot get organic sales traction without being seen.  

In my next post, you will learn about ways to get sales traction WITHOUT Sponsored Ads.  

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In this step-by-step guide, you will learn the steps required for listing optimization so that shoppers reading your listing will understand what you're buying and why they should buy it.

You'll also learn how to write your listing content for Amazon's “A9” search algorithms so that you are properly “indexed and ranked” for your product's most relevant and traffic-generating search term phrases.

Step 1: Optimize your title.

For indexing, the product listing title is the #1 most important string of text in your entire listing.  There are some very basic guidelines you should follow to ensure that the Amazon A9 search algorithm is indexing and ranking you properly for what you’re selling:

  1. Make sure your title has your primary traffic generating keywords ordered FIRST after your brand name.
  2. Be sure to capitalize the first letter of each word.
  3. Do not use special characters or punctuation (hashtags, quotation marks, periods, exclamation points) – commas are okay if used sparingly and it makes sense.  It is better to use the pipe symbol “|” or dashes “-” to separate phrases.
  4. Do not use any promotional or marketing language (“sale”, “best”, “warranty”, “guarantee”, “deal”)
  5. Be sure that your title does not exceed the max character limits
  6. If you have a product that has size, dimensions, and/or colors, put that at the very end, in parentheses.  An example:  Marvel Avengers Captain America Mens Graphic Shield Design T-Shirt (Blue, XL)
  7. Pay close attention to how your title reads naturally as if someone's actually searching for your product (write in a natural and phrase-driven voice)
  8. Mobile optimization: ensure your most relevant and traffic intense search phrase is at the front so that is visible to those shopping using the Amazon mobile shopping app.

Step 2: Optimize your images.

  1. The main image should have a pure, white background (no “pixelation” or “artifacts” ) and should fill up 85% of the image frame.  No text is allowed.
  2. All images should be “zoomable” which means that if a shopper hovers their mouse cursor over the image, they will be able to see a high-resolution close up of the product.  This will require images be uploaded with at least 2000 px on either side (width or length)
  3. Incorporate a mixture of high-resolution lifestyle images and infographics explaining the features and benefits of the product when in use.
  4. Avoid using stock photography.  Invest in having professional photographs taken of your products in use and on display.   People have keen eyes and can generally tell the difference between a “photoshopped” image and something that is really being used in the photo.

Here is an example of a listing with a good main image combined with lifestyle images (using the tried and true “stainless steel garlic press” example):

https://www.amazon.com/ORBLUE-Garlic-Stainless-Mincer-Crusher/dp/B00HHLNRVE

Step 3:  Write Benefit Driven Feature Bullets

Aside from your main images, price, and number of reviews, often times your feature bullets will be the final “conversion factor” in determining if a shopper browsing your listing is going to click the “Add to Cart” button.

Pro Tip:  Write bullets as if you were answering common/frequently asked questions or “concerns” the shopper has.  Think here about the specific utility and function of your product and why someone is wanting to buy it to begin with.

Well-written feature bullets will lead with the feature and follow up with the benefits behind the feature.  Alternatively, you can lead with a benefit statement, a use the features of the product to highlight benefits.

Here is an example that was taken from the listing referenced in the link above.  The features are highlighted in blue. Benefits are highlighted in red.

The Orblue Stainless Steel Garlic Press is a food-grade garlic crusher and mincer that sports an ergonomic design for quick and powerful processing with minimal effort. FDA approved for food safety.

How to write great Amazon Listing Feature bullets:

  1. Lead with features, follow with benefits
  2. Note how many characters you are allowed (most categories allow up to 500 characters) and utilize as much of this space as you can using keyword driven statements relevant to your product.
  3. Remember, as with the title and other content in your listing, be sure you are only using the most relevant and related keywords and search phrases so that the search algorithm will display your listing to potential buyers that are actually wanting and searching for what you’re selling.

Step 4:  Use your Description to Restate your Feature Bullets and Add More Detail

Did you know that when you check your listing on the Amazon mobile shopping app, the description, NOT the feature bullets appears first?

Think about how this impacts the ability for you to communicate the key features and benefits of your product to all those shopping using their smartphones (which accounts for more than 50% of all Amazon sales).

Write your description in such a way that outlines the same statements in your bullet points, but utilize the extra space here to make your statements more complete.

If you are brand registered and have Enhanced Branded Content enabled, you should use this feature to replace the description by leading first with your features and benefits as the description block will be replaced by the enhanced content.

Here’s what a good Enhanced Branded Content page optimized for mobile looks like.  Note that the seller has outlined the key features and benefits at the top.
optimized enhanced branded content listing on mobile

Here is an example of how to NOT write your product description – notice how the seller just talks about their business and warranty information.

Not to mention the fact that it’s written in poor English (likely a foreign seller). This forces the shopper to scroll to the bottom to learn more about the product itself.

It is recommended that you keep scrolling time at a minimum as people are likely not to spend a lot of time reading.  Attention spans are short and the sooner you can communicate your features to your potential buyer, the better.

Example of How Not to Write a Product Listing Description

Step 5: Optimize your Backend Keywords

Depending on the product and category in which you sell in, you may have the following attributes available to enter attribute data associated with your product.  These attributes are keyword and search-indexed, which means that Amazon’s A9 algorithms use the data in these fields to match customer search criteria. Amazon also uses it to target sponsored ads.

This is why it’s important to fill these fields out completely if you have them available.

These fields are:

  • Intended Use
  • Target Audience
  • Other Attributes
  • Subject Matter
  • Search Terms
  • Platinum Keywords (for Platinum Merchants only)

Let's say you're selling a men's blue ski jacket and you're trying to fill these fields out.

Intended Use would describe the most ideal uses for your jacket.

  • Skiing
  • Walking
  • Hiking
  • Snowboarding

Target Audience would be the people who are most likely to buy your product

  • Men
  • Women
  • Unisex -adult

Other Attributes are fields that describe other features associated with your product that might not already listed in your feature bullets.

  • easy to fold
  • dries quickly
  • easy pull zipper

Subject Matter are fields that contain information about the topics related to the intended use of your product.  In this case, skiing.  You can use Amazon's search results for “ski jacket” to come up with ideas as to what subjects your product is related to.  Just go to Amazon and search for “ski jacket” and note the sub-categories the search results are connected to.

use Amazon's search to find out what related subjects are connected to your product

From this list we see that we could add several subjects, but the most relevant to “men's ski jacket” would probably be:

  • Men's Skiing Clothing
  • Men's Activewear
  • Men's Snowboarding Clothing

In Conclusion

A highly optimized product listing is critical to converting traffic to sales on Amazon.  Of course, there are other key factors at play here – the primary ones being price and reviews.  Without a competitive price and social proof, despite a “well-optimized listing”, you will struggle to get sales for your products.

If you still are having difficulty achieving sales after implementing the 5 steps above to improving your on-page and backend content, you should look at your the type of product you’re selling, the price in relation to your competition, and the number of reviews you have.  There are always ways to improve your sales without having to get hundreds of reviews, but you must “win the sale” in other ways through other marketing strategies such as external promotions via social media, influencers, and paid advertising.

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