This article mainly discusses the division of Amazon product promotion stages, what to do in each stage of promotion, and what is the focus of each stage. If you are interested, you can read it back.
As an Amazon operation, we will often see some articles and we talk about product promotion rhythm issues. The most common examples are: "Bestseller creation process", "Bestseller in XXX days", "28 days promotion of hot products". Some articles even list a plan, from the dimensions of evaluation, advertising, and on-site and off-site spikes. We can use the ideas in these articles to plan our own products and don't just copy the online promotion plan.
1. The Resources Do Not Match.
You see a lot of ways to promote products on the Internet, we don’t need to analyze the principles, but also to see the resources invested in promoting this product. Generally speaking, the shorter the promotion time, the more resources it invests. The common ones are off-site promotion channels, evaluation resources, and ordering resources. These are all good and can be solved with money, but there are some resources that cannot be solved with money: such as operating experience, what are the pitfalls in the promotion and operation stage And how to avoid these pits, and when to kill within the station.
Any promotion plan must be built on the basis of existing resources, you have these resources, you can really execute according to your plan.
2. The Tempo Of Category Promotion Does Not Match.
Each category has its own characteristics. The product promotion principles of a category can be the same, but the promotion rhythm may not be exactly the same. If you copy the promotion plan of others, it may not bring you the results you expect. So what we need is to understand the principles of various online promotion plans, and then plan the promotion rhythm of our products according to the category of our products.
3. The Plan Cannot Keep Up With The Changes.
We need to know that a plan is just a plan! Plans are just plans! ! Plans are just plans!
After formulating a product promotion plan, it is impossible for everything to develop in the direction of our plan during the execution phase of the plan. There will always be some problems that disrupt our previously established promotion plan.
Common problems that may occur are:
1. The product was not put on the shelves on time
Doing Amazon will always encounter this problem. The reasons may be:
- Delay in shipping schedule;
- Delay in customs clearance;
- Delay in delivery;
- Delay in shelves.
Products that are not put on the shelves on time often appear in the sea. If you are testing new products and have requirements for the shelf time, it is recommended to take the commercial express.
2. Bad reviews
No matter how good the product is, there will be negative reviews. The impact of negative reviews on the product, especially the new product, is huge. If it is not handled well, this link will be difficult to push.
3. The promotion did not meet expectations
It is expected that there are plans for clicks, conversion rates, orders, number of reviews, videos, etc. These requirements may fail to achieve the expected plan due to various reasons. What we have to do at this time is to modify the promotion plan according to the actual situation, instead of advancing according to the previous plan.
Amazon promotion rhythm
We promote flax products are divided into four stages: quasi- preparation period, shelves early, growing, mature and stable period. Next, let's talk about what we should do in these four stages as an operation.
1. Preparation period
The preparation period includes product selection, copywriting, picture production, video shooting, and promotion plan writing.
The operation of a product starts from the product selection stage. In the product selection stage, the following factors must be considered as operations:
- Market capacity analysis. It depends not only on the market capacity of this category but also on the market capacity of similar products of the product you choose.
- Competition situation. Competitive analysis includes two aspects: the degree of competition and the analysis of product competitive advantage. The fiercer the competition in a market, the greater the promotion cost of the investment; the more homogeneous products category, the more likely it to form a price war. If there is a unique competitive advantage, promotion is easier to succeed
- Price profit analysis. A product market is okay, and competition is okay, but once the profit is zero. Many companies now use profit as a performance evaluation indicator. A product with no profit, or a product with a profit that does not meet the standard, has no commission. Is it charity?
Perfect link: Listing writing includes keyword analysis, copywriting, picture production, and video shooting. If there are evaluation and QA requirements, prepare evaluation and QA copywriting. There are many articles on the Internet that have instructions and guidance on how to write a good listing. I have also written related content before, so I won’t talk about it here.
Why write a good copy-enhance competitiveness and increase conversion. As buyers, we cannot see the actual products and experience the effects of the products when we shop online. What we can see is not just copywriting, pictures, videos, Q&A, price, discount information, and buyer feedback provided by the seller. A set of attractive images and selling points meet the expectations of buyers, and good reviews will encourage buyers to buy your products. I will talk about why we need to increase conversions and the benefits of increasing conversions.
The writing of the promotion plan: A good plan is equal to half of the success. When making a promotion plan, we need to consider the following factors: timing, resources, and expected results. In layman's terms, it is when we use what resources to achieve what results. It is best to give enough time to do these preparations, good preparation can make your promotion more effective.
2. The initial stage of the shelf
The most important thing in the early stage of product launch is to issue orders quickly. Then make a stable order. This period can be long or short, and some products can be sold stably after being put on the shelves, and some products can even take 1-2 months or even half a year to stably sell orders.
The initial characteristics of the product on the shelves are: low traffic, low conversion, low evaluation, and product competitiveness is mainly reflected in prices, copywriting, pictures, and videos. This is why we have high requirements on the listing itself, and high-quality listings, whether on-site or off-site, will bring more orders than a low-quality listing.
It must be adjusted in time at the initial stage of the shelf. The advantage of the product in the initial stage of the shelf is that it can promote the improvement of the natural position of the product more quickly. For example, an old link may have a natural position that can only be reached by 10 orders under a word, and a new product may only require 3 orders or even 1 order. Therefore, we must make good use of the first 14 days when the product is on the shelf. When there is a problem with the promotion, we must make timely adjustments. Not to be missed.
The things we need to do at the beginning of the launch are: site advertising, advertising data analysis, and adjustment of product links based on the advertising level
For example, if the click-through rate of a product advertisement is too low, it may be:
- The product is exposed in the wrong position (this situation often happens to pure white, after training and learning, it can generally be avoided). For example, your product is a shirt. As a result, the product advertisement is exposed under the down jacket. Your click-through rate under the down jacket cannot be higher than your click-through rate under the shirt.
- Product exposure position. Your product exposure position is different, your product click-through rate will be different, generally speaking, the same page, the first advertising exposure, and click-through rate is the best, the worse the position, the lower the probability of being clicked.
- The first picture. If your product's first image is not attractive enough, it is easy for buyers to ignore your product and click on your competitors' products instead.
Generally speaking, in the first week of launch, we will do the promotion inside and outside the site according to the plan, but starting from the second week, we must adjust the plan based on the actual performance of the product. If the difference is too large, we need to summarize and review it.
3. Growth period
The focus of the growth period is to expand traffic and increase conversion rates.
Isn't we doing Amazon for more orders? And the number of orders = the number of visits * the purchase rate. If the purchase rate is unchanged, increasing the number of visits can increase the order; similarly, if the amount of visits is the same, increasing the purchase rate will increase the number of orders. Here we are talking about traffic and session in general, and purchase rate in conversion rate.
I generally divide Amazon traffic into on-site and off-site traffic. On-site traffic can be divided into natural search location traffic, associated traffic, category traffic, and advertising traffic. Use promotion strategies to improve product keyword rankings, establish associated traffic with more products, more orders to get a good ranking position, more clicks on ads, independent off-site drainage, off-site spikes, etc.
In order to improve the conversion, you can increase the review rate, increase the number of reviews, a very cost-effective price, attractive pictures, videos, QA, highly persuasive copywriting, etc.
In the growth period, due to various restrictions, the product will gradually fall into a flow bottleneck. The bottleneck can be divided into two situations. One is that the product itself is not comprehensively competitive under some words; the other is that although the competitiveness is reached, However, the top-ranked products have the advantage of being on the shelves first, which prevents our products from gaining a better position.
In the first case, after analyzing the listing, according to the results of the analysis, find out the points that need to be adjusted, whether the picture is not good, the price is not good, or other, insufficient pertinence.
If the second situation causes the product to be unable to obtain a better position, this time, the promotion time can be shortened by means such as spikes. For example, if a product is located at the back of the homepage before the spike, on the day of the spike, it is easier to be noticed by people, and the click-through rate increases; due to the drop in the price of the spike, the competitiveness of the product increases, which is reflected in the data as a conversion The improvement, the overall performance under the word is improved, and the keyword position becomes better than before. Even if the position drops after the spike, if the product itself has reached its competitiveness, it can still get a better position than before, and then break the bottleneck. The spike is only to shorten the time for the product to break through the bottleneck. Even if the product does not make the spike, the product can still obtain a better exposure position over time.
4. The maturity period
The maturity period means that the product reaches a bottleneck that cannot be broken. This is not about the operating rhythm but is related to the product market capacity and the competitiveness of the product itself. Whether a product can be ordered is related to the operation, and the height that a product can reach is related to the product, that is, the operating capability determines the lower limit of the product, and the market capacity of the product itself, and the competitiveness of the product itself determine the product's competitiveness in this type of product. Market share cap.
For products in the mature period, our promotion strategy has changed from acquiring more traffic to improving product profitability, thinking about how to use less promotion budget to achieve the same effect.
This article mainly introduces several stages of product promotion and the key directions that need to be done in each stage. Here again, the promotion plan is emphasized. As an operation, we must make a promotion plan for the product before the product is put on the shelf, especially the boutique team. So, quickly find a product to try. The next article will explain how to write a product promotion plan.