How to really do a good job in Amazon off-site promotion?

Based on the team’s experience in Amazon’s off-site promotion field over the past ten years, the author has extracted some time-tested strategies and opinions for your readers’ reference:

Not all products are suitable for systematic Amazon off-site promotion: Many people have a misunderstanding, that is, they think it is difficult to promote on the site. They want to place orders through the site as soon as they start, and they also want to research a positive off-site investment all day long. The model presented by the website is actually unrealistic. Off-site competition is often more intense than on-site competition, but many people fail to see that the traffic within the Amazon site comes from a precise group of Amazon sellers. If there is no way to convert the on-site traffic, If you want to convert traffic through off-site traffic, it can only be achieved by providing very competitive discounted prices to promotional channels. Let us raise a point here. For most daily necessities, most of the products with short purchase decision-making paths for users cannot do more systematic Amazon off-site promotions. Generally, they can only carry out relatively simple and crude promotions. A very simple judgment is that, contact If celebrities do reviews, basically no one will pay attention to you, which means that your product itself has no characteristics and is not suitable for brand review and promotion. Therefore, for this kind of seller group, our suggestion is to first make ordinary products as perfect as possible. Do a good job in on-site optimization, maximize the conversion of accurate traffic on the site, and then assist in off-site promotions. This is a more practical and reliable method.

Amazon off-site promotion is a module of brand promotion: For sellers with relatively high product thresholds and strong product capabilities, even if they sell well on the site, we recommend that they consciously make strategic and long-term investments in brand promotion. We cannot simply If you treat the Amazon platform as a cash flow platform without accumulating any brand influence assets, you will easily become fat. We cannot simply promote for the sake of promotion, but regard Amazon off-site promotion as a part of brand promotion. Therefore, we must realize that some promotion actions are for short-term orders, some are to enhance brand influence, and some are In order to maximize the promotion effect, if you simply pursue ROI, then the things you can do are relatively simple. Generally, the promotional traffic in the channel traffic is the main one. We call it "single-dimensional Amazon off-site promotion"
Create "three online axes" for your own brand: If we want to promote a product and summarize all the "bullets" we can directly call, we will find that they are mainly divided into: channel traffic system, social matrix system, The old customer system is what we internally call the “Three Axes of Brand Online Promotion”. These are directly called by platform sellers and accumulate with compound interest over time and investment. The author believes that all overseas companies that are committed to branding, regardless of their Whichever sales platform is the focus of its operation, it should consciously build these three systems. Only if these three systems are really built can it survive better in the overseas competition environment where the subsequent traffic acquisition costs are getting higher and higher. come down
3. How to build a brand with “Three Online Axes”