On Amazon, there is a lot of rivalry. The increase in traffic brought on by the epidemic has driven up CPCs (Cost-Per-Click). With organic marketing strategies, it is nearly impossible to stand out, and sponsored advertising to gain attention is more expensive. 

Brands that want to grow more quickly in a cutthroat industry should supplement their own sponsored and organic traffic-driving activities with external traffic-driving initiatives. 

Motives for directing outside visitors to your listing 

It’s what Amazon wants, first. 

Amazon wants vendors to generate traffic from other sources, which is not entirely unexpected. The new Brand Referral Program that Amazon will be introducing in 2021 will provide you even more motivation to increase your external traffic. Brands that have signed up for this programme can receive a 10% bonus on eligible sales. You must track sales that originate from sources other than Amazon using Amazon Attribution tags in order to receive a bonus. 

It assists in growing your clientele outside of Amazon
About 74% of US consumers start their purchase searches on Amazon, according to JungleScout. Despite the staggering figure, it’s important to remember that roughly 26% of searches still take place on sites other than Amazon. 

You can impact the 74% of customers who already purchase on Amazon by using internal paid and organic optimisation tactics, but off-Amazon marketing can help you reach a sizable portion of new customers and broaden your horizons. 

You can finish a sale before the competition does.
Some surefire tactics to boost sales potential and brand presence on Amazon include optimising your listing for visibility and conversion, producing A+ Content, opening a store, and running paid advertising campaigns. The problem, though, is that virtually every Amazon merchant is also engaging in it. 

Your product must be able to stand on its own in order to be remembered. Before rivals steal your thunder, you can influence the shopper by driving away Amazon traffic. 

You get the chance to advertise your goods in your own way.
Everything you do on Amazon is subject to restrictions, including how you present your product and how you describe it. Common phrases like “eco-friendly,” “all-natural,” and “germs” can get you into a lot of trouble when used in listings. 

You can be as inventive as you like when marketing outside of Amazon. You can develop a distinctive brand voice and make your advertisements into a lasting impression on consumers. 

You can develop your own identity thanks to it. 

When you sell anything on Amazon, Amazon gains the customer, not you. You can develop a business model that is more sustainable by generating outside traffic. 

Instead of exclusively relying on Amazon for sales, you are laying the groundwork for taking charge of your brand’s success. By incorporating off-Amazon techniques into your marketing strategy, you will not only increase sales but also secure the future of your brand by building an exclusive consumer base. 

It gives you an advantage over the competitors.
It’s harder than ever to be found on Amazon. Despite the fact that PPC is a highly effective way to drive targeted traffic to your listings, there may be times when your products require a little extra help to succeed. Driving non-Amazon traffic may provide you the advantage you need to generate momentum and rise in the search results. 

The majority of non-Amazon traffic sources are paid, and if you’re just getting started, running off-Amazon advertising isn’t exactly inexpensive. Running paid advertising campaigns, coming up with engaging content that forces scrolling consumers on social media and Google SERPs to pause and visit your detail page, charging for your services, and providing a discount to encourage consumers to make a purchase are all included in the cost of driving external traffic. 

Without ensuring sales, all the expenses associated with operating external traffic creation initiatives can reduce your earnings. 

Brands could therefore invest in external traffic generation initiatives and launch ads for products that are already successful on Amazon. Aim to recruit qualified external shoppers who are more likely to convert in order to enhance profits. Brands can accomplish this by selecting the best channel for their target market. 

One channel at a time might be a wise course of action if you’re hesitant to try out other channels. Make a few campaigns with a focused objective (increasing sales, building brand awareness, collecting emails etc.). Test the outcomes after letting the campaign run for at least ten days. If the campaign is a success, focus even more on that source. If not, give another a shot. 

Proven strategies for attracting outside traffic to your listing 

Any platform that isn’t Amazon may be used to generate outside traffic. While you might be tempted to include each one in your off-Amazon marketing plan, we’ll concentrate on the tried-and-true methods that have been shown to be effective. 

First, use sponsored displays. 

Sponsored Displays, which were introduced in 2019, lets you target users from websites other than Amazon, such as Twitch. The ability of advertisers to target consumers who have either already seen the listing or have expressed interest in the product category makes these advertising stand out from the competition. 

The use of Sponsored Display is already prevalent among about 25% of Amazon sellers. Sponsored Display advertisements, like all other Sponsored Ads, have no minimum bidding or daily budget constraints, making them ideal for businesses with limited resources. 

Establish a strong online presence via social media
Social media has changed throughout time. It is more than just a venue for sharing and communication. It has been a source used by brands to increase sales and visibility on Amazon. 

To connect and engage with a larger audience, nearly every successful brand on Amazon is turning to well-known social media platforms like Facebook, Instagram, TikTok, and Pinterest. 

What NOT to do while promoting your listing to outside traffic? 

Adhere to the law.
At all costs, you must follow Amazon’s policies and terms of service. The main goal of Amazon’s standards is to avoid alienating customers or trying to find unnatural ways to win over good ratings, even though most of the terminology is ambiguous. 

Avoid driving traffic to your listings directly
It’s also important to remember that a product listing shouldn’t ever be reached directly from the outside world. Although Amazon customers are there with the intention to make a purchase, the outside traffic you are bringing might not be. On Amazon, the conversion rate is 9.87% on average. In contrast, the typical conversion rate for landing pages is only 2.35%. 

One of the most important contributing variables in deciding your organic rank is the sales velocity and conversion rates. Your ranking may suffer as a result of the rise in listing bounce rate brought on by outside traffic. 

Make a personalised landing page instead that filters the customers before sending them to your listing. A landing page helps you establish an email list of customers who are truly interested in your offer in addition to filtering away low-interest visitors. 

Don’t scrimp on optimising your Amazon listing.
As with any activity that generates traffic, you must start by carefully optimising the listing before sending any traffic to your detail page. You might as well not drive any traffic to your listing—external or internal—if your images aren’t of a high enough quality, your prose doesn’t provide all the details a customer needs to make a purchase, and your product description section doesn’t have an A+ level of content. 

Before directing any outside traffic—or any traffic, for that matter—to your listing, ensure sure it has the following: 

• Nine high-quality photos, including an infographics image, an Amazon-compliant hero image, and images of the product being used 
• 5 bulleted points of information with a description 
• Kindle A+ content (Enhanced Brand Content) 
• 20+ reviews with a minimum rating of 4 stars 
• purchasing eligibility 
• Stock accessibility 
• Hiring an Amazon creative firm is the greatest method to guarantee that your listing is fully optimised. 

You’ll be astonished by the opportunities that exist outside of Amazon. 

Relying solely on Amazon’s traffic can prevent you from reaching a sizable portion of potential customers. Increase your off-Amazon marketing efforts to reach a wider audience, whether you’re struggling to succeed in a highly competitive industry, want to create demand for a new product, or your Amazon sales are already strong. 

The success of off-Amazon marketing activities carries some risk, but putting a good strategy in place is essential to success. 

Work with an experienced Amazon management company like Worldwide Listings Co. if you’re short on time and need help developing a plan, choosing the best channel, and optimising campaigns.