There’s No Place Like Social for the Holidays
The National Retail Federation estimates Americans will spend up to $682 billion this holiday season, up 3.6% – 4% from last year. With almost 60% of that spending happening through eCommerce, someone’s going to make that money … why shouldn’t it be you?
Better news still? Selling on Amazon is the perfect way to deliver your private label goods to the customers who are looking for the perfect gift, but just haven’t figured out that you’re offering it.
Here are three quick tips to use your social media channels to take advantage of the holiday rush and make Thanksgiving, Black Friday, Cyber Monday and more the biggest sales days yet for your private label product.
Get Your House In Order
Because you’re going to send traffic to your product’s Amazon product page, your listing has to be picture (and letter) perfect. High-quality media (photos and graphics) that show off your product and ite key features are just the beginning.
The headline is everything. Think about your audience and what they would type in Amazon’s all-knowing search bar to find your product. You might have even used similar search words yourself as you sought out and developed your product.
Don’t be afraid to check out the competition to see what keywords they use in their titles, descriptions and product bullets.
By constantly refining their algorithms, Amazon keeps things interesting for sellers. So keep an eye on your Seller Central dashboard for updates and news from Amazon. And don’t be afraid to reach out for help on maximizing your product’s listing in the world’s biggest retail market place.
Once you’ve got your Amazon listing ready, build out your social media assets, keeping the following in mind.
Speak each channel’s language. That’s not to say LOLs, hashtags, and emojis. Instead, know what users of each channel come looking for. Instagram is visual. Twitter is direct and to the point. Facebook is more conversational.
Lock in on a few key messages. Post. Repeat. Think about dividing your social messaging into “flights.” Each flight uses a similar message, visual and offer, but the same URL that points to your Amazon page. Run the first flight for a day or two, then switch up your headline. Focus on a new feature. Play to your audience’s key concerns (“No-Cables Music Just in Time for Christmas!”) The shelf-life of social messaging is shorter than fresh fish. Make sure your messages don’t take on the stink of hanging around too long.
Keep in mind that these tips, while primarily aimed at using organic (non-paid) social media placement, apply even when you’ve got a digital ad plan in place.
Give It Away, Give It Away, Give It Away Now
Amazon has banned incentivized reviewers on its store pages. But you can still tap into the power of influencer marketing by seeking out top reviewers on Instagram, Twitter, Facebook. Make sure, of course, that the influencers you’re about to reach out to align with your audience.
Once you’ve followed them, reach out (PM is best, if you can), introduce yourself, and give your product’s quick pitch, positioning it as a perfect, just-in-time gift option. Conclude with a friendly “Could I send you my widget to see if it matches up with what you’re followers are interested in?” You might get a “No thanks,” but you’ve made a new contact who could be useful in the future.
If an influencer does choose to use or review your product, don’t forget to use your own social media channels to thank them, and to share their mention with your followers. There’s a reason they call it social media.
Amazon makes it so easy to sell and ship your product. And Private Label University makes it so easy to get your product up and running in the world’s largest retail marketplace. For expert guidance and mentoring from private label gurus and serial entrepreneurs Karen and Neil Gwartzman, reach out today!