von Erfolg Im Netz | Aug. 17, 2019 | Affiliate Marketing, Events
- Agenda
Why Amazon FBA
Choose your Product
Choose Supplier
Preparation
The Listings
Marketing (PPC and others)
Tips, Tricks
- Advantages of Amazon
FBA No logistics to take care of
Free from Shipping Qualification for Amazon Prime
High sell volume From Supplier to Amazon FBA
- First Step: Choose your Product
The search The right Products is vital Look for a Niche with high potential Less competitors
Concentrate the research on… Products with few reviews (max. 50) Price: 15-100 $ (golden spot: 60 $) Potentially giftable Small
Find Product demand Analyze the sales per month of your best competitor Avoid big trends (which will explode soon) Amazon’s Best Sellers Feature
Use the right tools Google Trends Viral Launch CamelCamelCamel Jungle Scout
- Second Step: Choose Supplier
Alibaba but also alternatives (Chinabrands; Madeinchina, Bizbilla)
Once you decided on the Product, you contact 5 Suppliers, sorted by: review, years of experience. You can check also if they have Skype
You ask for the MOQ (Minimum Order Quantity), the Price per MOQ and for a sample of the Product
Use the quotes you get from each of the Suppliers as dealing material
Try to always consider your margin
- Third Step: Preparation
Set your account:
Seller central account;
Pick the Professional Option: 39,99$ /Month
Use a general name (with category name in it);
Purchase UPC
Use SnapUPC or GS1 US You can send them directly to Supplier
Set the Price
Try to maintain your margin above 30%
Don’t be the cheapest seller
Set your Price high
Use the FBA Revenue Calculator
- Fourth Step: The Listings
01 The Pictures
Good Product pictures!
Different views
White Background and Lifestyle
02 The Title
Structure for the perfect Title: Brand-Variant- Size/Quantity-Keywords
Capitalize the first letter of every word
NO promotions, symbols or suggestive commentary (best)
03 The Category
The wrong category will make you “invisible”
“Customers also bought” Option
1st.Category: most Relevant; 2nd Category: Subcategory
04 The Bullet points
Optimize at least the first three for mobile Use LSI Keywords you can’t use in the Title
Customer Optimized: key information in 15-20’’
- Fifth Step: Initial Reviews
01 Don’t cheat! Avoid reviews from: mother, family, friends or shady groups
02 Find out if you are applicable for Amazon Early Reviewer Program or Amazon Giveaways
03 Allowed Tricks: – Request reviews to Customers you provided Support to; – Add the request in the Product Listing – Follow up Emails (with a little story)
- Sixth Step: PPC Campaigns
01 Choose ten keywords that define your Product. Don’t use bulk keywords: Amazon PPC is not Google PPC
02 Analyze your competitors’ campaigns using Reverse ASIN Search
03 Two Philosophies: – The one Automatic //Manual High Budget Campaign: Let the campaigns run on automatic for 10 days with a budget of 10-15$ per day – The Four Automatic campaigns Low Budget: Run 4 campaigns based on Clusters (Product // Category // Brand // Goals) for 10 days on approx. 5/6$ pro day
04 Never stop your campaigns! Learn to optimize them
- Extra Mile: Other Marketing Channels
Looking for external traffic will get you ahead from your competitors
You use Amazon as Showcase for your Brand
Don‘t send traffic directly to your Products on Amazon
Create Landing pages and a funnel
- Tip: Add A+ Content
3% -10% more Sales Strong Branding Connotation Full Shopping Experience
- Tip: Mistakes to avoid
Always check the permissions and documentations for some specific categories
Take your time to order samples and review the quality of your Product.
You might also look for some competitor’s Product
First understand Amazon’s Basics: they won’t change, Don’t focus on a single Product, try to build a portfolio
Don’t infringe the copyright
- Tricks
Before you launch your Product, create an Email list and use it to generate your traffic once you launch your Product
Use the FAQ to drive more sales: the more your potentials will be sure about your Products, the more will convert into buyers
If your competitor is running external PPC campaigns and use Bitly Links, you can extract their stats from it
Use five Keywords in your Canonical URL, it will give a little ranking on Google too (it means extra traffic!)
- The full Checklist
Suppliers Choosing the right Supplier is vital. Poor quality or delayed timing will affect your business.
Product Take your time to do the researches, to check the demand, the competitors.
Reviews Don’t use Black Hat tricks, you will risk your account. Focus on the connection with the customer
PPC Campaigns Plan the Budget and your goals. Start on Automatic, then optimize your campaigns
Preparation Documentations, permissions (if needed) have to be available. Set the Account and the Price considering a long term business
Add the “extra” A+ Content Social Media Traffic
von Erfolg Im Netz | Aug. 17, 2019 | Affiliate Marketing, Events
- The Takeaways
What Twitch is and how it works
How to integrate your brand with Twitch streamers
- The Numbers
3 million people are streaming
15 million daily active viewers
2.7 billion hours of watch time in Q2 2019
- Youtube vs. Twitch
YouTube is: ● Preproduced and predictable ● Allows for multiple takes and planning ● Non-engaging ● Shorter form (10 mins. to 1 hour) ● Established and saturated
Twitch is: ● Live and improvised ● No cuts, no editing ● Hyper-engaging ● Long form (avg. 4 -6 hours) ● Frontier
- Advertising Opportunities
Advertising Opportunities CPC (cost per click) CPVM (cost per viewer minute) CPM (cost per 1k impressions) CPA (cost per action)
● chat bots ● panels ● chat bots ● panels ● in-stream display ● chat bots ● panels ● in-stream display $0.0005 $12.50 $0.10 $ / %
- How to Work with Twitch Streamers
● Be very clear about what you want
● Be flexible about how they promote ● Work with streamers who want to work with you
von Erfolg Im Netz | Aug. 17, 2019 | Affiliate Marketing, Events
- Introduction This session will present a comprehensive strategy for:
● Identifying segments of affiliate traffic,
● Placing them in today’s purchase funnel,
● Evaluating their alignment with core business objectives,
● Developing an execution plan,
● Iterating for best results.
- The Basics I’m going to assume you already have…
● An active website or e-commerce site,
● Integration with Google Analytics,
● Custom sales reports,
● Your own in house marketing efforts …
and you’re looking to explore further opportunities in affiliate marketing.
- Affiliate Marketing Opportunities – Great Because…
✓ Unique opportunities
✓ Broad variety of opportunities
✓ Works for small & large budgets
✓ Can deliver growth at scale
✓ Collaborative But Remember…
✘ Hard to compare channels.
✘ Easy to overspend.
✘ Sometimes opaque.
✘ Sometimes unsuccessful.
✘ Critical to control brand image.
- Types of Digital Marketing Opportunities
● SEO
● Search Engine Marketing
● Social Media Marketing
● Display and Advertorials
● Influencers & Bloggers
● Email
● Coupon & Deal Sites
● Comparison Sites
● Cashback/Loyalty Sites
● Toolbars
● Lead Gen
- Sample User Path How do we allocate marketing spend to cover all these channels to achieve the final purchase?
● Learns about a product on social media
● Googles product and reads comparison sites
● Reviews brand’s website
● Abandons purchase
● Remarketed via display
● Researches selected brand on Google
● Googles discounts for first-time customers
● Purchase
- Purchase Funnel: Traditional Linear decision-making process:
● Brand Awareness
● Research & Information Gathering
● Purchase
● Retention
- Purchase Funnel:
Today Research & Information Gathering
Product & Brand Awareness PriceResearch
● Cyclical decision-making
● Research throughout the funnel
● Many segments contribute to the final sale
● Some overlap between segments
● Good data can isolate performance of each segment
- Bucket Opportunity Groups
● Product & Brand Awareness
○ Social ○ Display ○ Email
● Research & Consideration
○ Influencers ○ Comparison Sites
● Pricing
○ Coupon & Deal Sites ○ Cashback/Loyalty Sites ○ Toolbars
- Cross-Bucket Groups Can target strategies to any stage of the funnel:
● SEO ● Search Engine Marketing ● Email (sometimes)
- Define Your Brand’s Goals
● New customers vs. retention
● Brand awareness vs. conversions
● Customer lifetime value
● Transparency in consumer path
- Allocating Across Segments
● Categorical statements are almost always wrong
○ “There’s no value to working with bloggers.” ○ “We’re exclusively focused on social.”
● Be the owner of your data
○ Control tests and focus on high-quality partnerships
● Drive results with preferred monetization
○ Channels with greater scale potential require greater investment
- Remember Additional Value Segments
● Non-tracked Sales
● Incremental offline growth
● Alignment with trusted brands
- Compare Risks and Opportunities
Opportunity
✓ Can influence brand awareness beyond a specific transaction.
✓ Great balance between investment and performance.
✓ Critical — the make or break point of the user journey.
Risk
✘ Challenging to gauge success, potential to overspend without results.
✘ Competitive and requires greater investment.
✘ Overlap with other channels, last click attribution can over-attribute.
Stage Early Funnel Mid-Funnel Late Funnel
- Iterate
● Review all partnerships critically at regular intervals
● More data means better decision-making
● Look at user behavior to identify better-performing affiliates
von Erfolg Im Netz | Aug. 17, 2019 | Affiliate Marketing, Events
- What is a Growth Loop?
1. (Input) New User – A new or returning user is created by reinvesting the output of the loop
1. Action/Step – A series of actions or steps activate you on the product to create an output
1. Output – The steps product some output that can be directly reinvested in the input
- Reciprocal Growth Loop
1. (Input) New User – A new or returning user is created by reinvesting the output of the loop
1. Action/Step – A series of actions or steps activate you on the product to create an output
1. Output – The steps product some output that can be directly reinvested in the input
1. Reciprocal Growth – The missing link is the output which then can be used as lead to 10X your next input. Trading with other like products through Push, Email, and SMS will help you and your partners grow.
- Dating Sales Funnel
1 User signs up free/paid and their data is captured
2 Free/paid user is presented with ads and branding
3 Users value diminishes with time and must be re-marketed to
4 Plug users back in to new funnels/products through Email, Push, and Display ads5 Data sharing creates more growth loops and hyperbolic growth
- Seduction Sales Funnel
1 User signs up free/paid and their data is captured
2 Free/paid user is presented with ads and branding
3 Users value diminishes with time and must be re-marketed to
4 Plug users back in to new funnels/products through Email, Push, and Display ads
5 Data sharing creates more growth loops and hyperbolic growth
- When Great Funnels Collide!
Company A brings in users on a mobile media buy
Company B brings in users on a desktop media buy Overtime
Company A/B can’t convert all user base.
Time to Share Data sharing allows for new targeting and Hyperbolic Growth
Company A/B plugs users in through Email, Push = Both Grow
von Erfolg Im Netz | Aug. 17, 2019 | Affiliate Marketing, Events
- A new breed of digital consumer is growing quickly:
The Cross Border Shopper
57% of online shoppers who have made a purchase in the past 6 months have bought something from an overseas retailer Data source: eMarketer
17% Average AOV increase of cross-border transaction vs. Domestic AOV
- Cross-Border Shopper Persona
Is price-sensitive
Makes purchases outside of their market to get a specific product
Values authenticity
Expects global payment options
Will accept shipping delays to get what they want from retailers outside their market
Doesn’t expect brand engagement to be localized
Shops key global shopping events, such as Black Friday and Singles’ Day
- Local Shopper Persona
Purchase from trusted, local retailers for local experience
Expects local experience to limit logistical challenges, including payment options, language and local shipping policies
- CJ’s Framework to Win on a Global Scale
Define target audience
Put offers in place
Establish opportunities
Promote
Analyze
Repeat Your Affiliate Initiative Plan Collaboration (Network, Advertisers & Publishers)
- 96% of advertisers & publishers in the CJ network see global transactions
- Key Takeaways
Tap into cross-border shoppers TODAY to drive incremental growth Leverage 2019 holiday period to test with these shoppers.
One size does not fit all Each market has its own social and economic drivers impacting how consumers engage with brands and shop online, so it’s important to develop strategy by market (cross-border vs. local).
Network Effect Speak with your existing / prospect advertisers / publishers about their global reach and where their consumers are coming from in the world.
Scale & repeat Choose an affiliate network that offers many solutions that allow you to scale your business to drive results and drive domestic growth cross border.
