In the last couple of months, Amazon Posts has become increasingly popular among sellers because of its effectiveness in driving traffic to product listings and increasing sales for no additional cost. However, even though many sellers are getting great results from it, many others are not making the most out of it, and the main reason is becouse they don’t have any Amazon Posts strategy
Ineffective content, publishing inconsistently, and/or a lack of brand personality that keeps the brand at their customers’ top of mind is one of the reasons why some sellers are losing the race.
If you want to beat your competitors and leverage this free advertising tool, here is the Amazon Posts strategy that will help you boost your product clicks fast and effectively.
The Super Seller Strategy
One of the main facts that every seller has to comprehend is that Amazon Posts is in the Beta stage.
This means that for the time being, Posts is experimenting with different features, algorithms, and places… to learn if it is capable of receiving the expected results that Amazon is looking for before launching this feature to the entire marketplace internationally
And why is this information important to you?
Because this means the default strategy is not to have a strict strategy.
Flexibility and dynamism must be at the core of Posts. That is how we, Share It Studio, invented this Amazon Posts strategy which is getting numerous results for our clients
This is what we coined by “The Super Seller Strategyâ€
It consists of making a content calendar with different experiments that you desire to test.
The content is divided into two groups, group A ‘regular content’ and group B ‘experiments’ after some preliminary testing that we will disclose later
The main objective is to scale the best content while keep trying different hypotheses that could be beneficial for your brand
How this Amazon Posts strategy works
Preliminary phase
- At first, you want to commence determining at least 5 content pillars, which you are going to distribute equally.
For a content pillar, you understand the type of content which is going to be published in a general way
Let’s take for example a client we work with: ROSSM
Based on the brand analysis, we determined five content pillars that we thought could work well: natural backgrounds, products with accessories, infographics, subtle seasonable content, and lifestyle with a model
ROSSM’s 5 content pillars
- Craft at least 5 posts per content pillar
Now that you determined what type of content you want to test, you need to make them test their effectiveness
We recommend at least 5 pieces for each content pillar, but it is your decision. Avoid publishing them all by bulk, so no other variables such as the time, week, or a random explosion of traffic coming from PPC affect the data
Here is an example with ROSSM:
Disclaimer: These posts must be well-designed. Poor quality content can harm your brand’s reputation
- Publish the content and wait one week after the last post was published
This will allow the posts to obtain enough information to make the right decision
Remember: data is always king
As you can see in the picture above, those posts that were published at the end do not have the best outcomes
This results from the fact that you need to wait until the posts get enough traction (around one or even two weeks) to see if will work well because Posts is not aimed to be an instant social media platform, but an ‘evergreen content’ platform
- Download the reports and determine how those experiments performed
In ROSSM’s case, Share It Studio discovered that ‘natural backgrounds’ and ‘products with accessories’ performed better than the rest.
In the graphic you can only observe viewable impressions, but you can also track their effectiveness based on clicks or reach.
Use all this information in your favor before you make any further decisions
Experimenting phase
- Herein after 70% of the content will be the winner pillars and the 30% rest for other experiments
In this manner, you will get more results while you keep trying new content ideas that could potentially be better than those that you already have selected
Be creative with those experiments! Try new things that nobody is testing, especially at the beginning.
In ROSSM’s example, we decided to run a Box centered experiment, where we highlighted the box as the key feature, instead of the products themselves
Examples of the Box-centered experiment
- Learn how the experiments are performing, and if one of them is functioning better than one of the content pillars selected, then change it
We recommend that 70% of the ‘regular content group’ be a maximum of 3 content pillars because then you can gain more results from the best ones.
We also suggest running one experiment at a time
With ROSSM we decided to stick to only two pillars for the ‘regular content’ group: ‘natural background’ and ‘product with accessories’
- Scale, scale, and scale
Based on the data that you get, scale the content that is performing the best
This means that while you obtain more data, that ‘regular content group’ should not be distributed equally between the content pillars, but they should be prioritized based on how many results they bring
With ROSSM we saw that ‘product with accessories’ performed way better, so it became almost 80% of the content in that group.
Do not be afraid to scale up to that level, because what matters is what customers want to see
Case study
As we applied this Amazon Posts strategy, these were the results that we got in 30 days after trying the preliminary phase:
- 23,250 new unique potential customers discovered ROSSM
- 442 potential customers clicked on the ROSSM’s detail pages
- $2,203.85 revenue thanks to Amazon Posts only
- 3.19 Return on advertising spend (ROAS)
With this Amazon Posts strategy, we discovered an easy way to produce highly effective content that maximizes our clients’ profits
Do not be afraid to try creative things! We assure you that you will get more sales and traffic than you expect when you get the hang of it!
If you want to leverage Amazon Posts the best way possible, schedule a call with us so we can guide you through the whole process.
