In the era of traffic first, how can Amazon sellers use influencer marketing to win the traffic war?

Last Thursday, Cui Linhu, VP & Overseas Growth Engineer of Nox Juxing, was invited to the Nox Juxing Navigation Live Class to share with you how Amazon e-commerce sellers should do overseas influencer marketing.

Don't worry if you haven't caught up with the live broadcast, the class representative has summarized the key points for you, come and have a look !

01. The difference between independent website and Amazon influencer marketing promotion

First, we need to understand the difference between Amazon and independent sites.

Form : Amazon’s form is analogous to our domestic Taobao. Brands can build their own stores on the platform ; while independent stations do not rely on third-party platforms , they are more based on third-party platforms to build their own brand platforms.

Audience : Amazon buyers have direct purchasing needs and are more sensitive to price and brand evaluation ; while independent sites are greatly affected by marketing promotion , buyers pay more attention to brand tonality .

Data : Amazon's data is relatively closed, and it is highly dependent on brand policies ; while independent stations have all the data and can freely conduct questionnaires and so on.

Marketing : In terms of marketing, Amazon's operations are mostly based on platform rules and user attributes, with relatively limited marketing methods and more off-site diversion rules; while independent site marketing methods are relatively rich and flexible , mainly to solve traffic introduction and audience positioning.

02. Why does Amazon do internet celebrity marketing?

First of all, we need to clarify two characteristics of influencer marketing: bringing a large amount of traffic in a short period of time, and the quality of traffic is relatively higher than advertising.With these two characteristics of influencer marketing, let's take a look at why Amazon e-commerce does influencer marketing

In terms of traffic : Amazon's traffic competition is relatively large, and the cost on the site is relatively high. This is also one of the reasons why many brands want to do off-site.

Product level : Influencer marketing can help brands consume these products more accurately when inventory is discounted, when selling products with high customer unit price and products that cannot be run by on-site advertisements. And when a new product is launched, it can quickly gain a large amount of traffic through online celebrity marketing, and list the new product.

Weight level : Influencer marketing can help Amazon buyers improve overall keyword rankings and overall rankings, and stimulate Amazon sellers' listings.

Brand : For brands that pursue brand exposure, influencer marketing can play a considerable role, bringing huge exposure to the brand in a short period of time.

03. A specific case of Amazon influencer marketing

Specific examples of Amazon influencer marketing:

About Amazon Attribution (currently only available in some countries):

04. How to choose an influencer suitable for off-site promotion on Amazon

First of all, we need to clarify the various dimensions of influencer selection . Should you choose the waist net red or the tail net red? Should you choose a selection of influencers or a large number of influencers?

Secondly, we need to clarify what is the purpose of our influencer promotion ? Is it for distribution? Or to increase brand exposure?

For example, if a brand wants to do mass production at a low cost , it can choose tail influencers and do some product replacement or product evaluation with them.

And when you want the overall brand to explode , you can choose the head and waist net reds to cooperate with some tail net reds to do some promotion. On the one hand, the Internet celebrities at the tail can also bring goods, and on the other hand, the Internet celebrities in the head and waist can also successfully achieve brand exposure.

In addition, there are many brands struggling between " selected influencers " and " a large number of influencers". Of course, brands want to choose "selected Internet celebrities" for promotion, but due to the shortage of funds and manpower, they are often unable to quickly find accurate Internet celebrity candidates.

Faced with this situation, it is recommended that brands, whether they are looking for themselves or seeking help from the influencer marketing platform, need to accumulate influencer selection experience through actual search operations to lay the foundation for future influencer marketing.