How can Amazon sellers achieve stable and accurate to promotion

Marketing and promotion is actually a very dynamic system, unlike the quantitative factors that can be studied in mathematics, physics, and chemistry. In other words, for example, if we invest 10 yuan in a certain promotion channel and generate 100 yuan in sales, it does not mean that investing 100 yuan can generate 1000 yuan in sales, especially for Amazon sellers, a third-party sales platform operating in the Amazon system cross-border model, It is very common to invest 100 yuan and generate a sales revenue of 10 yuan, which is a common occurrence in our Deal business:
Different categories have significant differences in attracting orders within the same promotional channel
The same brand but different categories have significant differences in the effectiveness of attracting orders within the same promotional channels
The same brand and product, with different release dates in the same promotional channels, have significantly different effects in attracting orders
Why did the above situation occur? This needs to go back to what we mentioned earlier. There are too many dynamic factors that affect marketing and promotion, and this is an objective law that does not transfer according to human will. The reader's expectation of "stable and accurate volume" itself violates the objective law of promotion.
From the perspective of the factors influencing the conversion rate of marketing and promotion, there are still quite a few factors that affect the issuance of orders:
Demand, in our opinion, comes first. If the market demand for the product itself is not high, the promotional effect will naturally be greatly reduced. The group's ordering effect can only last for 1-2 days, and there will be no further orders. This is because the demand in the group itself is not large enough, and promotion within 1-2 days quickly consumes the purchasing power inside
Competitors are also an important factor that affects the effectiveness of promotional orders. Whether it is a deal site or a group, a large amount of promotional information is generated every day in promotional channels. Often, the same category is carried out simultaneously in the same promotional channel, which leads to limited demand being divided among multiple sellers. If our product has little competitive advantage over competitors, then the orders are naturally not ideal and difficult to maintain
The product itself, which includes the influence of the brand it belongs to, the selling points of the product, the discounted price of the product, and the optimization of internal links such as selling point descriptions, images, review information, logistics speed, etc. When we promote the product in the same promotion channel as competitors, what we are competing for is the product itself
The release time is also an important influencing factor. As we mentioned earlier, the same brand and product have different release dates in the same promotional channels, resulting in significant differences in the effectiveness of attracting orders. For products with strong non holiday attributes, if this situation occurs, it is usually because during our promotion, there were competitors who had already promoted them, especially several competitors who have already consumed their potential purchasing power, So at this point, it is necessary to give these channels some time to restore purchasing power. If we really need to promote, then the discounted price needs to be significantly more competitive than the discounted price of previous competitors, which is particularly evident in various regional groups. The daily visitor base of deal site type channels is relatively not fixed, but the audience of the masses is quite fixed (i.e. group members), A group of sellers in the same category who repeatedly compete for purchasing power will naturally be quickly divided up. For channels of deal type, we can generally judge the discounted prices and frequency of recently promoted products by searching for category keywords. For groups, we can use the discount query function of off-site Zhihui.

Policies and factors such as the Black Swan incident are uncommon but have a particularly significant impact on promotional conversion. In terms of policies, for example, when the United States sends money to its citizens, we will find that the effectiveness of off-site promotions is significantly better. This is because the purchasing power of terminals has increased. Black Swan incidents such as the pandemic and the Russia Ukraine war can have a significant impact on consumer purchasing demand
Returning to our previous question, stable and precise volume expansion includes two layers of meaning: stability and precision (which are also the ideal expectations of most sellers). Precision can still be achieved in the field of promotion because the user characteristics of promotion channels are relatively easy to determine. Tags are nothing more than price sensitivity, low prices, careful budgeting, shopping, etc., while stability is, As we analyzed above, there are too many influencing factors, especially for Amazon sellers. Whether we need to rely on other people's platforms (Amazon) for sales, or on other people's traffic channels (such as various deal sites and sales promotion groups of all sizes) for promotion, these are all in the hands of others. It is unlikely for us to achieve stability. If we really want to be relatively stable, The author believes that only independent PPC advertising can be achieved, which means we can see various data, and the promotion budget can be adjusted according to the operation of the advertisement at any time. Overall, the sense of control is stronger.
However, for third-party sales platforms like Amazon sellers, we can still use some marketing strategies to maximize stability and certainty.
Let's start with the promotion dimension
How can we achieve relative stability in overseas promotions? We can start from the following dimensions:
Due to the lower threshold for posting in groups (compared to deal sites, especially community type deal sites), lower prices, and more popular among Amazon sellers, most off-site promotions are mainly done in groups. Currently, most deal site service providers push N promotional group resources at once, which usually ends in about 3 days. Most orders are placed within the first 1-2 days, and if they want to be relatively stable and sustainable, So it is necessary to customize the promotion process more and continuously distribute it in batches, rather than completing it within two or three days. This is usually in line with the promotion rhythm of on-site operations. Of course, service providers charge more than regular group posts, as it involves continuous human input, which also puts higher requirements on the number of group resources in their hands.
Although there are many groups in different regions, the number is also limited, especially with high-quality group channels. Therefore, in addition to group promotion, we also need to match more deal stations, including community type deal stations and blog type deal stations. Taking the United States as an example, the representative of community type deal stations is slickdeals, and the representative of blog type deal stations is dealnews. However, the traffic of deal stations, especially community type deal stations, is generally high, Sometimes orders can be quite aggressive, so this can to some extent affect our pursuit of stability. Therefore, if you don't pursue short-term and large-scale orders, you can add some blog type deal websites as a supplement while doing group promotion
If our product has a certain brand influence, in addition to promotional groups and deal sites, we can also add media deals, which are also an important promotional resource.