Jumping into the social media side of marketing can be intimidating, but it’s also essential in today’s modern marketplace. We use these platforms to connect with friends and family, but their use for business and marketing cannot be denied.

I recently hosted a webinar called Social Media for Amazon Sellers with Steph Nissen of Atomic Revenue. She shared some incredible tips and insight for using social media to build your brand and create a positive online presence.

Which Social Networks Should You Use?

A decade ago, “social media” was not a term that was used in most circles, but now it feels like there are a million social networks with more cropping up every day. It’s easy to feel overwhelmed when trying to figure out which ones are worth the effort.

Nissen said that it’s best to work smarter, not harder while focusing on six specific social media networks: Facebook, Instagram, Twitter, Pinterest, YouTube and Snapchat. How you use these platforms will largely depend on your audience. The webinar goes into great detail about maximizing your efforts.

For example, Facebook, with its two billion users and robust ads program, is great for reaching the general public and older customers. However, establishing a presence on Instagram and Snapchat is essential if you’re targeting millennials and teens. Meanwhile, many sellers don’t know that Pinterest is a relatively untapped, underutilized resource that can lead to sales for years to come if it’s used properly.

Building Your Message

Now that you know where to post, what should you say? It might take time to find your mojo but one thing you should avoid is spamming your followers with sales pitches. Not only is it an ineffective strategy but it could also turn away existing customers and hurt your reputation.

While you will have to fine-tune any approach to meet your specific needs, Nissen shared a formula for success. She called this the Golden Ratio:

  • 60% Curated – This includes links to things your audience will like (such as current trends and events) but have nothing to do with your specific products or services. This is important because it adds value to your community.
  • 30% Owned – This is where you will share posts from your blog, product photos, Amazon listings, how-to videos and similar sources.
  • 10% Promotional – This type of post is to directly promote your products or your business, including special events and sales.

During the webinar, Nissen went into detail about how this all works together to create one cohesive experience for your followers and customers.

Brand-Building Basics

There are so many sellers on the Amazon marketplace that it can be easy to get lost in the crowd. In order to be successful, you will need to find ways to stand out by building your brand in a positive and purposeful way.

You might want to conquer the world in one day, but this will only lead to burn out. Instead, take a realistic approach to developing a strong online presence. Build an attractive, user-friendly website, fully utilize the space provided in your social profiles and be consistent in your visual image, message and tone across all platforms.

Most of all, offer great customer service. People will remember whether they had a positive experience and in this age of social media, negative comments will spread quickly. Protect your brand by being part of these conversations and addressing issues as they arise.

Of course, you can’t be expected to sit in front of a computer screen waiting with your tabs open all day fighting fires. There are several tools out there that can help you stay on top of your social media strategy.

In addition to the webinar, check out Sell Your Brand, Not Products: 5 Tips for Improving Your Amazon Brand Identity to dig deeper into this topic.

Managing Your Online Reputation

As an Amazon merchant, managing your reputation extends beyond social media to the Amazon platform. Did you know that Amazon.com, Inc. (“Amazon”) actually encourages sellers to “send a polite request for feedback to the customer after the shipment has been received?”

A product such as FeedbackFive can solicit product reviews and ensure you receive alerts about negative seller feedback ratings, allowing you to respond quickly if a customer has had a negative experience. Not only will you gain valuable insight about your buyers but responding quickly and effectively to concerns is a vital part of managing your business.

Get Social

It’s incredibly important to build and manage your reputation online, including through social media. Word of mouth has long been the secret to success. To learn more about using social media to your advantage, watch the webinar here!

Liz Fickenscher

As the Business Development Lead for eComEngine, Liz Fickenscher is committed to providing valuable information to Amazon Sellers through blog posts and informational webinars. Liz is the affiliate ambassador, engaging with customers and strategic partners to build relationships between eComEngine and the eCommerce industry.

This post is accurate as of the date of publication. Some features and information may have changed due to product updates or Amazon policy changes.