How to Get More External Traffic for your Amazon Listing (26 Tactics)
Things to do on Amazon’s website to increase your sales.
On-platform methods are divided into 2 branches:
(1) “on-page”: optimizing your Amazon listing title, bullets, description, photos, and backend keywords. And…
(2) “off-page”: getting more sales and reviews for your Amazon product. And, Amazon pay-per-click advertising.
If you haven’t optimized your Amazon listing and got product reviews yet, stop here. Do well on Amazon before driving external traffic. I define “do well” as predictable monthly profit that aligns with your goals.
If you’re not there yet, let’s hang out in a different URL. Read those articles, or watch this video:
But if you’re doing well in Amazonland, let’s get some external traffic.
On-platform sales are nice, but you’re competing with other sellers for a spot at the local swimming pool, straining for space.
But if you know how to drive traffic from external sources, you’ve got your own private beach. On your private island. Behind a 19-digit password-protected gate, surrounded by fire, guarded by your own personal SWAT team and Goro from Mortal Kombat, who only obeys you. The point is, only you can access it.
Things to do off of Amazon’s website to increase your sales.
Let’s break down off-platform tactics into 3 branches:
Disclaimer: do all of these techniques work?
Will they all work for you?
Because everyone’s got a different product (well, most of us…), a different target market, and a different skill set as a business person.
- You sell clothes for 13-year-old girls. LinkedIn may not work. Try Snapchat.
- You’re an extrovert, so use your charisma to market. Interviews, videos.
- Your product’s expensive, so you can spend more to acquire a customer.
That said, try many tactics to discover the 20% of activities that produce 80% of your sales results.
The time and money spent finding what works is the cost of entry.
It’s like a great relationship: you’ll endure a few bad dates to find one but once you do, every bad date was worth it in a weird, cosmic sense.
Let’s get started.
Branch #1: Sales
Old-school techniques that make people buy.
(1) Build an email list.
Use MailChimp, create web-based sign-up pages, store your subscribers in an email list, and start sending offers. You may choose to send only sales/“buy now” offers, or mix in some value (like blog posts, how to’s, and videos).
(2) Post to deal sites.
Run a “sale” with a deadline, dropping your price on Amazon for a limited time, and post the opportunity to a deal site. Check out Lifehacker’s best 5 deal sites: Slickdeals, Dealnews, Woot!, FatWallet, and Brad’s Deals.
(3) Run contests and giveaways.
Trade product for eyeballs. Three examples:
- “Share the link to my Amazon listing in your Instagram bio and tag me in a post @companyname for a chance to win a free product.”
- “Subscribe to my company YouTube channel, where I’ll be picking 3 lucky subscribers to win free products this week!”
- “Enter your email in this box and instantly get 50% off my product.” Again, you can execute this with MailChimp.
(4) Sell through affiliate marketers.
For those unfamiliar with affiliate marketing, it makes it so that people (mostly bloggers) can share a link to your product. And if someone from their audience clicks the link and makes a purchase, they get paid. The Amazon Associates program makes it all possible, so you can try targeting them in forums to see if they’ll help you promote.
Go to Craigslist and make a post selling your product. If you give a discount on the sticker price, even better.
Branch #2: Influencers
(7) Buy placement.
Google your niche and then add the word “blog” after it. Then, try “podcast”. Try the same thing on YouTube, but with the words “vlog” or “review”. There are people in your niche right now who have audiences. They want products to review publicly. You want an audience. It’s perfect. Send them free product or buy product placement spots with them. Give them a coupon code (say, 10% off) that’s particular to their audience so that you can track performance.
(8) Instagram sponsorship.
Use websta.me to find Instagram influencers to send samples to. You can also just look at keywords in the Instagram app and get a sense of who’s influential in your space. Then, approach those users directly using Instagram direct messaging.
(9) YouTube sponsorship.
Replicate this “find and sponsor” approach with influencers making YouTube videos in your niche. This will work well for products that need some demonstration like make-up, tech, and toys.
Find relevant journalists using Hey Press, and ship them product samples.
(11) Compilation post.
Once you’ve compiled some top influencers in your niche, create a list in blog form. Say we sell shoes for dogs, so our post is “Top 10 best Shih Tzu Instagram accounts”. Email the article to those influencers. Tag them on Instagram. Break the ice and segue to a sample.
Help a Reported Out (HARO) sends you daily emails with requests from journalists. Sometimes, you’ll see a publication putting together a story in your niche. Reach out, and see if they want to quote you and your brand. Most of it won’t be relevant, but it’s worth keeping an eye out.
(13) Online coaches.
Contact Udemy, Skillshare, and Meetup.com instructors in your niche. If your product fits with their curriculum, they might recommend it. Class discounts are recommended!
Branch #3: Content
Writing, audio, photos, and video to sell product — and, where to post it.
Set up your own website through Shopify or Wordpress and create written content to help prospective customers. Make it good, distribute it, and send the reader to your Amazon listing at the end of each article.
(15) Guest posts.
Contributing a piece of writing to another blog for the purpose of selling to their audience.
If your niche appeals to businesses, publish posts on the platform and send messages to prospective customers. Also consider SlideShare, a LinkedIn product for the social sharing of presentations, infographics, and documents.
The question-and-answer platform founded by former-Facebook employees. Answer questions in your niche to establish authority, then link to your Amazon listing in your bio and answers.
A social blogging platform. In other words, a great place to duplicate your blog content to help it be discovered.
Use the search bar, find subreddits in your niche, and engage the community over time. Best used not for direct marketing, but for asking for feedback.
If you’d prefer to speak, make episodic content pieces in your niche. Link to your product in the show notes.
A social shopping site with the highest average order value in the social media arena.
Build an Instagram following of prospective customers. Don’t know how? Follow along in this 0 to 1000 followers case study, where I get 1000 prospective customers for fictitious pet brand Dog Owners Only.
Make an account and create “boards” of images that can be discovered by your demographic. For some good visibility, post content to shared boards with lots of followers.
Make use of fan pages and especially groups, because they facilitate engagement. Facebook is putting a heavy emphasis on video going forward. Speaking of which…
Increasingly popular center of attention for teens and young adults, Snapchat (like Instagram) is social media that exists purely on mobile. If you’re selling to a younger audience, this is your platform.
Whether you’re vlogging, unboxing, or screensharing like me, products that need some demonstration are best served by video. Link to your Amazon listing in the description.
That’s all for now. I wanted to give you a top-level view of what’s out there, as opposed to diving too deep into any particular topic. Now, you can do some research and decide where to go next.
Question of the day: what tactic or platform would you like to know more about?
If you need help making more sales on Amazon, contact us below to get started.