We can define social media marketing as leveraging digital communication and entertainment platforms to reach a wider audience and generate sales through better brand visibility. In addition, it is an affordable way to create awareness of your products, especially if you run a small or medium venture. But, what are the social media best practices to employ if you are an Amazon FBA seller?
Social Media Best Practices for Amazon FBA Sellers
a). Strategies for Establishing a Social Media Presence
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Before setting up social media accounts and researching marketing strategies, it is critical to figure out how to set up your brand. Proper establishment involves understanding your target audience, the social media channels they are likely to frequent, and deciding your brand's voice. So let's dive into the details.
1. Who Does Your Brand Target?
Statistically, about 63% of the current global population has access to the internet. In addition, an estimated 4.65 billion are active in some form on social media. So even if you limit your target to areas Amazon can reach, you still have an overwhelming number of people your brand can touch.
Consequently, it helps to narrow down your focus in your marketing strategy to ensure you reach the people with the interest and ability to buy your products. To get to the nitty-gritty, try to answer the following questions:
- How do your current customers behave?
- What kind of content do they engage with most?
- Where in the numerous social media platforms can you find them?
2. What Social Media Channels to Use?
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Do not spread yourself too thin trying to establish your Amazon FBA business on every platform. After all, if your social media team is small, managing numerous accounts will be overwhelming. Thus, look for ideal channels to post your content.
Here, your knowledge of the target audience comes in handy. For instance, a LinkedIn strategy may not be effective if your product caters to young mothers. Instead, Facebook, Instagram, and TikTok would make sense for your business.
Moreover, Amazon has an advertising console you can leverage to post content to engage potential customers. In addition, the platform offers social media analytics to inform you of the clicks, how many people engage with the content, and what people think of your products.
3. Use One Voice
Once you set up the essential social media platforms, you can embrace your brand's uniqueness. For starters, create handles that are distinctive to your business or products. After all, it helps to maintain a singular identifier to avoid customers mistaking someone else for you.
Plus, you can take up your handles on multiple social media platforms regardless of whether you will use them. This strategy helps you prepare for the future and ensure you are easily identifiable. Still, you need to be active in one form or another to avoid your accounts getting suspended.
The next step is to seek verification status in the social media accounts you set up. This strategy ensures that you can create a trusted communication channel with your audience regardless of the platform. Plus, they will recognize your authority when you speak for and of your products.
4. Defining the Social Media Voice
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The social media posts you create should reflect your brand's personality, not your own. Consequently, decide how you want the digital population to perceive your company.
For instance, some organizations have quippy accounts that provide comic relief in their posts as they clap back on other brands or internet trolls.
Use what you know about your audience to decide how to communicate through the established social accounts. Also, stay on top of the game by riding viral waves and remaining relevant.
However, avoid jumping on every bandwagon as this can hurt your image when the winds shift since relevant content quickly becomes outdated on the internet.
b). Strategies to Build Brand Awareness
1. Frequency of Social Posts
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If you have a social media account on any of the popular platforms, you have probably experienced the platform seems to know you and keep you going back. We will not debate whether this is creepy or a downright invasion of privacy. Instead, we will look at leveraging the clever algorithms the sites use to generate more engagement from their users.
When watching our favorite YouTubers, we notice their videos rarely end without a call to action: commenting, liking, or subscribing. This strategy ensures their posts get more exposure to new potential subscribers or contribute to relevant conversations occurring in various circles.
Social sites may push you to develop a unique content marketing strategy based on the specific platform. Nevertheless, the rules are pretty similar:
- Most social media platforms reward accounts that often post by increasing their visibility, especially if they use relevant hashtags or keywords. Hence, keep up to date with the hot murmurs in your niche circle.
- Create posts when your particular audience is on different platforms. For example, if you target a working-class section, publish content when they are likely to interact with it (preferably after working hours). Thus, settle on a specific time of day to generate the most buzz.
A social media content calendar can help keep you faithful to a schedule and identify if key elements of your strategy are working. In addition, some tools can offer relevant industry knowledge to keep you on top of the game.
In addition, since younger audiences relate better to what is trending, you can set up a Google alert system to notify you when people are engaging with relevant keywords. Social listening applications can help narrow down conversations going on among different audiences.
2. Post Different Types of High-Quality Social Media Content
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Using yourself as an example, you are more likely to interact with a social media post that:
- can excite you,
- looks attractive,
- is fresh,
- entertains, and
- educates or offers insights.
Do not expect any less from the social network you are setting up. Give your followers something they can share, comment on, like, or even save. Of course, every post is an opportunity for your brand voice to reach a wider audience and generate sales.
But do not go overboard with making each content an ad as it can get old quickly and seem pushy.
Whether you post videos, memes or inspirational quotes, aim to be organic. In addition, use what you know about your audience to create content that fits them and your brand. Plus, ensure your content is consistent in tone as you create video content, polls, and other engagement-centric posts.
3. Create Helpful Social Media Networks
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Buying followers on any social media platform can lead to the site banning your account. Additionally, having many bot followers does not increase sales as you cannot convert them to customers.
Since social media best practices revolve around creating an organic following, try to create a network that enhances your marketing efforts. For starters, you can start by following the right people and brands that belong to your specific niche. Then, if you stick with quality content, some of them might follow you back!
Nevertheless, each follow your company's account commits to will be seen as a willing association on its part. Hence, avoid accounts and affiliates that post content outside your brand's ideologies.
4. Leveraging Influencers and Affiliates
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Influencers on any social media channel have a massive following you can leverage into potential customers. Admittedly, their services might initially be expensive and out of your reach. You can check out our tips on influencer marketing strategies for a detailed breakdown.
Niche influencers and affiliates may have more affordable services, and they may not have numerous sponsored content on their feeds. Hence, their followers can engage more with your ad if such people post photos of your product or testimonials. Plus, getting in touch with such can boil down to a simple direct message on the social platform.
c). Strategies to Keep Your Target Audience Engaged
1. Count Your Blessings Publicy
Use your social media presence to let your audience know how far you have come. After all, loyal followers are likely to root for your brand when it receives accolades, launches a new product, or attains a milestone in its social media journey.
Nevertheless, avoid rubbing your accomplishments in their faces, as insincere social media posting can tarnish your reputation. Instead, ensure your followers feel that their contribution makes your advancements possible. Thus, you can give back to your community through campaigns, promotions, and giveaways.
2. Run Advertisements and Promotions
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Your most successful social media competitors are likely running ads since organic growth can only get you so far. So whether you are running a Facebook business page, riding on relevant tweets or blasting your Instagram stories to a wider audience, advertisements are beneficial.
A decent social strategy should include ads since algorithms have an uncanny ability to show people things relevant to them. Once you understand your audience, the content they consume, and when they are on the sites, you can tailor your ads to fit the specifics. Afterward, Amazon, Google and Facebook targeting services can help your brand visibility.
3. User-Generated Content is Key
User-generated content can help you cast a wider net for potential consumers for your products. For starters, their followers can see what you have to offer, which can boost sales.
Leverage your social channels to get users to use relevant hashtags that pull more people to your pages. Encourage your followers to post reviews of your offerings, talk about their customer experience, or merely engage with the content. You can run polls, invite discussions, or create promotions offering participants goodies.
d). Strategies to Ensure Audience Growth and Convert them to Customers
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1. Provide Feedback to Followers
Find time to respond to social media messages, questions and comments in a respectful, helpful and timely manner. For example, if people say positive things, thank them for their business. On the other hand, be prompt when responding to the negative as your reputation depends on it.
The internet is filled with trolls who get a kick from bashing brands and other users. Try to avoid getting reeled into a shouting match, as this will be detrimental regardless of how entertaining or satisfying it can be. Negativity can be an excellent opportunity to learn how to do better, while calm and measured responses keep you in your followers' good graces.
2. Figure Out What Works with Amazon Seller Tools
No social media strategy is complete without tips on determining whether your efforts are bearing fruit. The simple parts are setting up an Amazon seller account and a social network. The challenging work is deciphering how your social media success translates to sales.
The Amazon attribution program provides detailed analytics of how your social media strategy is affecting your sales. In addition, you can determine the type of posts that lead to customers and allow you to tailor your posts to generate higher numbers. Plus, you can find out which platform brings in the most buyers and concentrate on them.
Metrics that Define a Successful Social Media Strategy
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1. Engagement
The engagement metric helps you determine how people perceive your brand. Here, your goal is to check interactions through the number of shares, likes and comments your posts generate. If your content is engaging, you are doing something right!
2. Views
How many times has your content been seen on the social platform? Are viewers coming back to check your posts again? Is the engagement far lower than the number of viewers? Answering these questions helps determine whether you are churning out quality, impactful content.
3. Unique Visitors
You can measure the number of unique visitors periodically, like every 7 or 30 days. This metric informs you of whether your efforts are generating the traffic you need to grow your Amazon FBA business. Therefore, it is best to keep track of these three metrics to help gauge your success, the content that drives traffic, and develop strategies for course correction.
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