Businesses and private labellers move to Amazon, often with expectations of generating $100,000+ sales in the first few months…. based on some of the YouTube video’s & Guru’s doing the rounds.
I don’t want to be the bearer of bad news, though the majority of new sellers, DON’T make the sales they expect.
It’s simple…. Amazon has no interest in diverting direct from high selling products, with great reviews and low product returns to a brand-new seller with no track record of having a quality product.
So what happens if you list a new product on Amazon with no launch strategy?
Not MUCH – and most likely you will be ranked on page 4 or higher, getting zero traffic or sales.
So today we talk about a simple strategy that will kick off your sales by initially getting 2-3 sales per day, then gradually building it up over 2-3 months
Then after a few months, you can start challenging the big players and start taking away their market share.
The way to do this is by focus on long tail keywords that the competition isn’t focusing on.
It’s a very simple & effective strategy:
- Run your keyword tools and Amazon PPC to find long tail search terms that lead to sales.
- Turn on PPC for the long tail keyword under an exact match and be the top bidder
- Update your listing title so the long tail keyword is included.
- UPDATE your imagery so the MAIN photo it’s different from the competition.
This means on mobile devices you will now have at least 1 top ranking and mobile devices now account for over 65% of Amazon sales.
This will lead to be about 2 – 3 sales per day for these long tail keywords which is a start.
Then, once you get the top organic and paid rank for that keyword, (in about 2-3 weeks), then you focus on the next best long tail keyword.
Rinse and repeat for the next 2 – 3 months and you should be at around 50 – 70 sales per week, which will then allow you to start implementing strategies to take a big chunk of market share.
This strategy is not flashy but works very well to build initial sales, product reviews and product ranking over the first few months, before considering a larger launch strategy.
OUTLINE OF THE EPISODE
[01:00] Scaling product That wasn’t moving
[02:43] Using long tail keywords
[07:28] Mobile sales
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****** Full Podcast Transcription below *******
HOW TO GET SALES – WHEN YOUR PRODUCT ISN’T SELLING
In this article we are going to talk all things Amazon speaking with Amazon FBA Expert from around the world to help you grow and build your Amazon business.
Hey guys this week on Coach AMZ we’re talking about businesses and people signing on Amazon who aren’t moving product. I think people out there often get a biased view from gurus and an experts out there who say you launch on Amazon and a billion 100000 a month in no time. I mentioned in the article the other week about a friend who did the six figures in the first month but he was an expert selling for five plus years and really knew his stuff.
If you’re new on Amazon or just an average seller you may struggle to get results. If you don’t know the right sequence and steps you need doing especially when you launch your new product and you don’t have product reviews.
So today I want to run through a strategy that we’ve use recently to the client to test with them and make sure it worked before scaling it for a product that wasn’t moving. Because when on Amazon we have a product there the sales aren’t evenly dispersed. If the mark of a for products say 50000 you’ll probably find the top guys doing 60 percent the next guys doing 15 percent the next guy doing 10 percent and then last 20 percent is made up by a whole number of sellers.
So even on the top three sellers and you really get knocked around in not getting sales. If you’re product is not moving or you’re new to market how do you actually get in there and start making a dent. So, one of the ways you can do a product launch and pay for discounts and you will rank straight away on page one but it’s very expensive you normally have to give away a few hundred units of stocks at an investment or a few thousand at least to get that way. Instead you can get our Amazon Seller Consulting Services.
It’s an old method used to work really well now and is any couple agencies it can use. That still works but it’s very expensive and your first order to spend about three or four grand’s just getting the ranking. So, I don’t want to talk about a strategy for the effective that is much more tailored and focused on long tail keywords to start slowly but get your sales.
How do you do this? You find your product find the competition and you’re not in sales. The first thing you have to do is look at your main image because image is a big impact on conversions and you need to make sure the image looks different to the rest of the competition. So, if you’re selling steak knives you have to have a different angle a different benefit maybe even includes something like a stone sharpener a bonus that looks different or a different angle so people can tell straight away that this product is different from all the other ones.
So the baseline is, fix your home image up the first thing you need to do so converts well. The next thing you do is you do the opposite of what most people do and this is just for four people aren’t the end product so you actually do long tail keywords. If you go for the mass market keywords are the top guys are doing if you are using advertising normally the algorithm won’t put you high up because there’s already people using these keywords or it’s hard to compete.
This strategy is really about using long tail keywords dominated those keywords and then expand the amount of keywords. Set a two-tier strategy first get your image sorted. The next thing you need to work out what Long tail keyword you’re going to use. When we say long tail these are the ones that aren’t commonly search for your selling steak knives that the main keyword could be stainless steel steak knives long tail keyword could be Japanese stainless steel knives 80’s design sets very unique tailored key word that not a lot of people will search for.
If you put your listing and benefits around that you can capture that market. The idea is that you go after a number of long tail keyword, it was the start to get your sales up and then once a sales generated a significant level, say start and rank up then you compete for the more high competing keywords. What you do is you find out what the long tail keywords are. You can also get help from our Amazon FBA Expert.
The easiest way to do this is so an advertising campaign do an auto and also do a manual and broad. We type in the phrases that you want to search for and run that for about two to three weeks and do a cut do advertising report. We advertise and report sort it by clicks. Look at the highest clicking words and then look at your conversions and we want to find out is over all those search terms. Which ones led to sales at the top. That may also help you in Amazon Product Listing Optimization.
You may have got it at steak knives you may have got sales from stainless steel steak knives Japanese steak knives but if you go down your list of keywords where people bought from advertising report you may find some very unusual terms that people typed in and got sales from. All you can do is point out these sorts of quirky long tail keywords and find out the best the highest traffic ones for the long tail one so if your advertising campaign to say stainless steel steak knives got 20 sales.
Yes, stainless steak knife Japan got 10 sales but stainless-steel Japanese steak knives 80s design and is a bit of a random one got 5 sales at a low ACoS. They’re the ones you want to pay for because people aren’t competing for a really unique niche that people don’t know about. So the first thing you do is change your titles so those keywords are at the start of it to get the organic rank and then you go and start a new campaign and make that exact term and compete as high as you need to, to be the number one seller on that one in terms of advertising that shouldn’t cost you much because if it’s a really long tail keywords most of the other people don’t know about it. So not competing.
The reason you do an exact is cause in terms of the algorithm it’s cheaper to rank on detail. The reason I say that is that when people then type that in on mobile devices even if you’re the highest bidder then you’ll be the first sponsored ad and if you got the new titles as well then you’re most likely to be in the first few spots as well on your organic ad. The reason we say that is because on mobile devices now Amazon makes up 65 percent of sales and about 70 percent of the sales to the first three clicks. So that means if you be the top sponsored ad and in the next three, with the really unusual long tail keyword then you’ve captured that market and you’re going to get 1 2 3 sales a day.
That doesn’t sound much beyond some initial sales. You can do that for two weeks to cement that spot, keep running advertising your order and your manual ads and then look for the next long tail keyword that’s slightly more sales and you do the same thing put exact advertising campaign bid so you the top seller on it and then change your title again. So now you got that in your organic as well. What you found now is after the first two weeks you’re in that first long tail keyword and you get sales from it and then from weeks three to four now you in this long tail keywords. So first two weeks of it maybe one to three sales a day. Now in the weeks three and four you get these one to three sales a day plus the next keyword.
Now you’re getting four five six hours a day which doesn’t sound like much but over a week after about two months of doing this you get about 50 sales a week. So your product selling at 20 or 30 dollars a week up to about 1500 a week and that’s where you want to get to. In order to achieve more good level you can go for Amazon Seller Consulting Services we offer at Coach AMZ.
Because once you get a level then you can start competing with the other guys for the mass market. If you’re going that many sales a day, you get product reviews, you got a good e-mail sequencing of social proof and then you can start competing with the other ones because Amazon’s going to start thinking okay this product only gets sales they’re going to rank higher organically sort of conversion rate because again those specific keywords they’ll naturally start putting you up the ranking. And that’s when you start picking the higher keywords to put into your advertising.
The reason I say that you want it based off your advertising and long tail keywords cause you’re really. The reason is because on mobile that’s where people are shopping and if you’re the top bidder on the pay-per-click ads you’re being displayed on top ad on mobile it’s only headline ads and sponsored ads. No one else displays on their paid bid. So that’s a real key.
So, the strategy is really about how do we find these long tail keywords that people don’t know about. But it will bring you one two or three sales a day at the start bid for those on your advertising exact words and find those ones you start up an automatic and broad campaign which you won’t make money on.
But it’s all about data mining. If you look at this as to two ways your auto ads and your broad ads at the start are just data mining just to find those really quirky ads that are working. And what happens is those as can be really expensive in terms your return or money. So, you look like as an investment to find the great words that people don’t know about, and then what you do is you put into exact campaigns. Then they become much cheaper and that’s akin sales for them.
So, guys that’s the easiest way if you’re having issues with products that aren’t moving in sales. The easiest way to do three steps get your image sort out, make sure it’s different. So, when people look at it doesn’t like anything else.
First you need to do. Second thing start your data mining put the auto ads and manual ads to those quirky long tail keywords that no one else knows about but bring some bring some traffic not a lot of traffic but bring some sales to you. The third step put them in exact ads cost less and make sure you the top bidder change your title so you get organic ranks. then you’d least getting one of the top spots on mobile devices and that start bringing the sales in.
So, guys it was a quick one today but just want to share with that strategy because I know people go on Amazon. They don’t get the sales they expect but don’t expect to hit a home run straight away. If you put that strategy in place first week you are getting one or two sales a day three weeks three and four five six a day after three months you start to get some market share compete with the big guys. Then after six or nine months you’ll be when those top guys doing ten twenty thousand dollars a month 20000 a month.
So, guys hope those are of value today. We love helping people we specially love helping businesses with our Amazon Seller Consulting Services consulting with Amazon FBA Expert. We got some great clients recently from the feedback article. If you want some help with any of the Amazon Product Listing Optimization, drop me a note firstname.lastname@example.org. I’d love to see and help you guys.
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