Selling on Amazon: 2 pro tips to engage your customers
Most of us, Amazon sellers, do some form of customer engagement post-purchase: some of us call customers to see if they need any help, some of us send them a follow up sequence, some of us send them an e-book or some free bonus post-purchase, but i do hear a lot of talk recently about the low engagement numbers from customers. And that is true, mostly because we are not being creative enough. So today I want to share with you a couple of strategies to get customers more engaged after they purchase from you, because that’s truly a weak link in the Amazon selling system.
If you want to be successful long-term and build a brand off an Amazon you’ve got to get customers to take action and engage with you after their purchase. That allows you to have more of their information, which you can use to market and cross-promote your products, their engagement increases a lifetime value of that customer.
Most of us are doing something like this: we are sending out follow up email sequence after purchase (emails say: ‘’Thanx, we appreciate your order and sending it out today!’’, or ‘’Hey, your item is on the way, you should receive it any day now’’). Then a few days later, we are sending them another letter saying ‘’Is everything arrived OK?’’, and then we may follow up with them few weeks later, asking for feedback or product review. Does that sound familiar?
If yes, then you are probably still experiencing very low engagement rates with customers. A lot of you may even be including packaging inserts in your products that say: ‘’Sign up for our exclusive/VIP club at name of your company.com/VIP for great discounts on future purchases. Or: ‘’Don’t miss out on all the exclusive things available at such-n-such .com’’.
Well, here’s what I have found – those types of offers, I don’t think ever worked really well, and they are certainly not working well anymore. Ask yourself this question: when was the last time you actually took action based on something from a product insert? If you are like me and you buy a product with something that says go here and register, or go here and claim your discount – that thing goes straight in the trash, because you want to get to your product, you want to use the product, you are not really paying much attention to what’s in the packaging, and you are certainly not likely to go to your laptop at that very moment and go sign up for some VIP list.
Keep in mind, most people get far too many emails already, they are overwhelmed with marketing emails, offers and special deals. It comes at them through direct mail, emails, social media, and sometime even through text messages. So there is not a lot of patience for additional marketing messages being thrown in at their face.
So here are my 2 tips for you today!
First tip is to ask your customers to take an action that they may already be prone to take. So rather than asking them to go to a website andregister, ask them to do something they are already likely doing, so it’s a natural fit. I’ll give you an example: include a relevant to product card with your package of, let’s say dog coats, that says: ‘’Send us a picture of your dog enjoying our coats! And we will send you a coupon for your next purchase’’.
Now, what is one thing that people love to do? They love taking pictures of their dogs! So this is something that they probably are already doing, right? If coat fits the dog and dog loves a coat, then our customers are probably snapping away pictures already! So it’s very easy for them to send one of those pictures to us to get a discount for the next purchase. Now, we are purposely vague on the discount, so we can scale it up or down, depending on our goals at the moment. The cool thing is that people don’t even think about as a way of opting-in to an email list, but once they have sent that, they are in. They didn’t have to do anything that was against the grain, something that was unnatural for them.
Is that going to work for every product? Probably not. If you are selling baby-wipes, you probably are not going to get a customer to take a picture of their baby. It has to be something else, but as creative. But hopefully this tip will give you some ideas specific to your product: things that people are already doing. Try to understand their natural process of using your product and not make it something that is a big-ask for your customers. Be creative!
Provide incredible value first and then ask your customers for something like an opt-in later. Now, what do I mean by that? So many times we might say on listing: ‘’Hey, purchase this and you get a free PDF e-book’’, right? And that e-book, most of the times, is like a one-time read of tips, free recipes and so forth. We don’t focus a lot on the value that we are providing in that content. A person reads it and forgets about it, never looking at it again. If that’s the case then they are not likely to take any action after consuming that content, that you have provided to them.
Instead, think of providing some type of a challenge or longer-term bonus and value to your customers. What if instead of just sending an e-book full of recipes, what if you send along a 14-day healthy eating challenge, or a 30-day detoxifying challenge using all the fruits and veggies they can use in their new kitchen gadget. Or what if, for example if you sell baby products, your bonus was 30-days teaching your baby sign language, or 14-days of bedtimes stories book, instead of just tips for using your products.
Get that customer in the habit of consuming that content day after day, after day. It can still be delivered in one document, but when they print it off, instead of consuming it in one sitting, they are consuming it over the period of a week or a month, and at the bottom of some of those pages, you can be directing them to take action! Once they begin to know, like, and trust you, as they are consuming your content, they are much more likely to opt-in for a list, for example!
Going back to an example of bedtime stories for a baby: after day 7 or 10, if they are enjoying these bedtime stories, don’t you think they are much more likely to go to your website and engage in some form, maybe download another 30 day worth of bedtime stories? This also gives you additional up-sell opportunities to provide value in content down the road should you choose to do so.
Another example of providing an incredible value (for products that require consequent purchases) is writing on the package itself: register this purchase on our website, and another purchase is on us! Your next whole product is free! Even if that’s not really creative, in terms of offer and the perceived value to the customer it would be incredibly valuable, which will give you a whooping opt-in rate!
The bottom line is that we should all be thinking longer-term about the lifetime value of our customers! One time purchase of a product on Amazonis a quick buck, and is what most of us are fixated on, ignoring so much potential value in that customer, if we are not finding a way of engaging with them in a way that feels natural and beneficial to them.
I hope this gives you some ideas of how to be more creative, more thoughtful, and more customer-centric, when it comes to follow-ups with your customers, when it comes to providing value to them that is beneficial, and ultimately to get them to take action.