A 3-Stage, Thorough Guide To Make Any Product a Bestseller!
By Anthony Bui-Tran, Pixelfy
Product launch makes the first impression of your product. In fact, it is powerful enough to make or break your sales on Amazon.
Still, however, the importance of this step often goes overlooked.
This is why we’ve divided the whole process of product launch into 3 phases. Let’s look at each one of these individually and discuss what exactly you need to do during these 3 phases to make your product the next Amazon bestseller.
Don’t forget that we will also use an Amazon URL Shortener, Pixelfy.me to make the process of product launch much easier and more result-oriented.
Phase 1: Before You Launch Your Product
Before actually launching your product on Amazon, you need to make sure that you’ve already taken care of a few things.
Let’s discuss 5 major steps to take before your product launch:
#1 – Build A Perfect Listing
A common mistake that sellers make is to leave this step for later. They would rather just launch the product, have it up and running as soon as possible and worry about optimizing it into a good listing later.
Here’s why this is wrong:
If you’re launching a product unprepared, you’ll spend at least the first 15-20 days getting your act together. Chances are that you’ll only be making something like 2 sales per day.
Suppose on the 21st day, you sell 5 or 10 units. Unfortunately, this won’t make much of a difference because Amazon has a rolling moving average. This means that your average would still be somewhere between 2.05 – 2.1.
This is important because Amazon uses average sales to determine organic rankings. Your only chance to have a good rank would be to maintain a good average for a significant period of time.
So, if you produce below-average data in the beginning, it would be quite difficult to escape its consequences. On the other hand, if you launch with a great listing and start off well, the results would be exactly the opposite.
But how to create a perfect listing? Here are some tips:
- Create a well-researched title consisting of the keywords you want to rank for
- Keep the title as concise as possible
- Choose less competitive, specific keywords (for example, go for “liquid cat food” instead of just “pets”)
- Target 2 – 3 keywords only, consisting of both long and short ones
- Use clear, high quality images
- Provide a clear, easily understandable description with bulleted list of features
- Include size charts if applicable
Here’s an example of a great listing:
#2 – Set the Start Selling Date
This is not a step but actually a very important tip: set your “start selling” date months ahead in the future. Let us tell you why.
This is to make sure that Amazon does not start the counter on you before you’re even ready to start selling. By doing this, you make sure that you get to decide the actual “start selling” day, not Amazon.
Once you are done with all 5 of phase-1 steps, you can just change the start selling date to the current date and then launch actually on your own chosen day.
We recommend choosing your launch day to be a Monday because weekends are usually slower on Amazon than weekdays and you want to maintain consistent sales over the next 10-14 days.
Starting on a Monday only gives you one weekend to deal with during this time period!
#3 – Set Up Amazon PPC & Facebook Ads
PPC does not run until you have inventory and stock for your product so it’s best to set it up in advance, rather than after the product launch.
This is just one of those things that you want to have “all set to run” beforehand and not rush at the last minute.
The same goes for Facebook ads. Create a catchy ad with a clear picture and interesting description. Make the key features of your product stand out the way you did in your listing.
Most importantly, use a tool like Pixelfy.me to shorten lengthy URLs and embed a Facebook retargeting pixel to your link to Amazon.
This will be highly beneficial as it will build you an audience on Facebook and provide you with a list consisting of every person clicking on your advertised link!
You can later retarget these people to offer discounts, ask for reviews, or find other Facebook users with similar interests to hyper-market your products to.
Talking about retargeting, you should also make potential customers share their email addresses or subscribe to your manychat list by offering discounts in return.
For example, after describing how awesome your soon-to-be-launched product is, you can say…
“First 50 buyers get 50% off! Don’t want to miss out? Just share your email address & we’ll make sure you’re the first one to find out about the launch!”
Save these email addresses for later when you’ve launched your product and you’ll see just how beneficial they’ll prove to be. We’ll explain how to use them in Phase 2.
Back to Facebook ads, another important thing to include in yours is an interesting video about your product – unboxing, tutorials, etc.
There would be one issue though. You probably won’t have received your product units (probably from a third world country like China) by now, so how can you make a video about it?
Let’s find out in the next step:
#4 – Airship Few Units Beforehand
When you think of air-shipping, you immediately think of the expenses. But the real thing is that on Amazon, timing is worth more than anything.
If you wait for your entire stock to arrive to create the ad video, you’ll have to hold inventory for at least a week or so. This would cost you additional storage fees and an annoying mental counter.
So instead, we recommend having about 10 – 12 units air-shipped in advance. You can send most of these to YouTube influencers (discussed in detail in the next step) and use the rest to create an advertisement video and take photos.
#5 – Reach Out to Influencers
Influencers can create a social hype for your product by reviewing it on YouTube. However, sellers usually can’t decide which influencers to reach out to and how much to offer them.
Remember that if done right, this step can help you a lot with easy and cheap marketing so pay close attention.
Let’s explain the process with the help of an example. Suppose you’re launching water-color brush pens on Amazon. To find the right influencers for this product, you need to search for people who would actually be interested in your product.
To do this, search for something like “how to use water-color brush pens” or “water-color brush pens tutorials”. The search results would include people who actually understand your product, its value and how to use it. These are the people you should be targeting.
These would be the people who would actually be excited to make a video about your product. By targeting them, you would also be targeting every other person who watches their videos!
Sometimes getting the product for free is enough compensation for influencers because it’s something that they would actually use. But depending upon their number of subscribers, you may have to offer more.
A good idea is to offer multiple units of your products, one for the influencer and rest for a free giveaway. Influencers are interested in such campaigns because they get to decide the giveaway’s conditions.
For instance, they can say something like “subscribe to our channel or like/comment on this video to participate in a free giveaway!”. This creates a win-win situation for both the seller and the influencer as well.
But if the influencer is a big player and has some 10,000+ number of subscribers, you may have to ask them to name whatever they want from your store.
Sometimes they’re reasonable and ask only for 4-5 products, but if you think that they’re being unreasonable then you can always negotiate. In our experience, it always proves to be quite rewarding to have these kind of influencers on our side.
Phase 2: While You’re Launching Your Product
By now, you’re all set to actually launch your product on Amazon. But this also takes a few steps to be done properly.
During this phase, your main focus should be on making significant number of sales and launching marketing campaigns.
Here are 4 tips to help you out in this phase:
#1 – Sustain a Good Selling Average – No One-Time Massive Hits
Before we discuss advertising campaigns in the next step, it’s important to first understand the objective of these campaigns because it’s not just as simple as “making more sales”.
Like we discussed earlier, Amazon has moving averages that they use to determine the organic ranking of a product. A one-time hit is thus not enough to earn you a good ranking, a solid moving average is.
This is exactly what all of your advertising or marketing campaigns should aim for because consistency is the key here.
The way to achieve this objective is simply to space out your campaigns over a significant period of time (about 14 days), and not launch everything just all at once and be left with nothing the next day.
The ultimate goal is to rank on the first page for your targeted keywords. If you keep something going on with consistency over the first 14 days, you will accomplish this by the end of your second week. In fact, this strategy is what always works for us!
#2 – Advertising Campaigns
Now that we understand the “why” of advertising campaigns, let’s move on towards discussing what kind of campaigns you should actually run and more importantly, how you should run them.
Let’s take a look at 3 main strategies to help you get that solid selling average:
Remember the list of email addresses you saved in Phase 1? Let’s bring them into action.
Step 1 should be to divide them in groups of 3 (or more). The reason for this is the same: we want to space out our campaigns and not put everything in the same basket.
By the way, we recommend dividing them on the basis of time zones because that’s what’s been working for us but you can also go for other options.
The purpose of an email is the same: to remind people of the launch and the offered discount. You should send out the first batch of emails during the first week and then the next one – a reminder – in the upcoming week.
2. Facebook Ads
This is the time to retarget all those people that you advertised to in Phase 1.
Remember using Pixelfy.me? It would’ve built you a significant fanbase by now on Facebook, and now is the perfect time to reach out to those fans and remind them of the launch!
This means that it’s time to launch your next Facebook ad – this time to targeted audiences.
Since you already have a list of Facebook subscribers now (thanks to Pixelfy.me), you can also find people similar to those already in your list and reach out to them as well.
A good thing about Facebook ads is that you always have the choice of turning your spending up or down. You can vary your spend per day depending upon the audience you’re targeting at a given time of your campaign.
Again, remember to space out your ad’s reach over a 14-days period just like you are doing with your emails on the side.
Now that you’ve got your emails going and your Facebook ad set up, the only thing your campaign is missing is automated messaging.
This is where ManyChat comes in. It is an efficient Facebook messenger bot. This tool can take your Facebook ad campaign to the next level by providing automated messaging services.
With ManyChat, you can reach out to your buyers on Facebook and ask for reviews or offer giveaways or discounts, and the great thing is that it will take care of your messages even when you’re not available with automated responses.
The number one benefit of ManyChat is that it builds up an entire following for you on a platform other than Amazon, thus giving you far more freedom to market your products.
4. Amazon Early Reviewer Program
Right when you start with your marketing campaigns off of Amazon, there is one thing that you want to sign up for on Amazon right away too: Amazon Early Reviewer Program.
The reason why we recommend it is because it’s only a one-time investment of $60 which promises up to 5 genuine reviews for your product on Amazon!
The best thing about these reviews is that you don’t have to worry at all about their authenticity because Amazon takes care of the entire process themselves. Reviewers are selected at random, provided that they:
- Don’t have a history of dishonest or abusive reviews
- Are not related to the seller in any way
- Submit a review that meets Amazon’s community guidelines
5. Amazon Giveaways
This is another thing you can do to boost your sales as a new seller. Amazon giveaways are completely TOS compliant and are a great way to launch a giveaway without having to worry about its ins and outs.
Anyone with an Amazon account is eligible to host a giveaway. You can decide which product to put up and advertise the giveaway link however you want.
The only cost you have to pay is your item’s selling price + estimated shipping cost, which is later refunded once the prize has been awarded.
In our experience, we have found Amazon giveaways to be highly beneficial for daily-use products (like gel pens, tissue rolls), but not so beneficial for products that are a little less common.
Phase 3: After You’ve Launched Your Product
Now that you’ve had a successful launch, it’s time to maintain your success and not just let it phase-out.
These 2 steps will help you out in doing so:
1. Send a ManyChat Broadcast
Once your product gains a significant number of sales and you’ve built yourself a following on Facebook, it’s time to launch a ManyChat broadcast.
First of all, keep in mind that you don’t want to be annoying your buyers with frequent messages so it’s best to choose the most opportune moment for this purpose.
Secondly, it’s best to divide up your list of subscribers here too and reach out to each group one by one.
ManyChat broadcast is a great way of getting to know your buyers and categorizing them for future retargeting. This is also a great opportunity to solicit reviews and feedback.
An important thing here is to make your messages sound as conversational as possible in order to engage buyers and reveal their interests and needs.
In fact, this is the main benefit of ManyChat. At least 10% of the people receiving your message will think that it’s a real-life person and would be willing to have more open, interesting conversations.
You can also track the progress of your ManyChat broadcast by checking out the stats for each of your messages. For instance, how many were sent, how many were delivered and then actually opened, etc.
2. After Gaining Traffic on Amazon, Build Audience at Your Own Store
Finally, this is the last step of your product launch.
The reason why this comes last is because you want to get all that initial hype and velocity on Amazon because that’s where it matters the most.
On your own website or even on Google, it doesn’t really matter if you have a spike or a good average in the beginning. So once you’ve got that initial surge really focused on Amazon for 10-14 days, it’s time to turn to your own website now.
Keep in mind though, you’re never really done with Amazon completely. The reason to focus on your own site now is to secure your product’s long-term future sales. The extrinsic value of initial Amazon ranking will really help with this.
Don’t forget to email your list again and let them know that the product is now available at your site. This would be great because believe it or not, some people refuse to buy on Amazon.
In fact, many people have reached out to us in Phase 2 of our product launches and asked if the product is available on our own website. So, this is the time to tell them that yes, they can get it on your website now.
You can launch similar advertising campaigns with the same tools to market your website, the only difference would be the links because you would be directing people to your own site now, not to Amazon.
You also want to optimize your ads now for more purchases, rather than for engagement because now you no longer have to worry about Amazon’s TOS.
Wrapping it up
These 3 phases cover everything you need to be doing before, during and after your product launch.
Don’t forget that each step produces different results depending upon when it’s implemented. This is why it’s important to follow the steps of each phase during that phase of your product launch.
Lastly, monitor your progress at all times. Check what works and what doesn’t. Don’t spend too much time on dead-end schemes and never assume that just because something works for someone else then it’s bound to work for you as well.
Anthony is an ambitious entrepreneur who built a millionaire dollar business at the age of 23 through manufacturing and importing consumer goods. Since discovering this opportunity, he has been empowering others to design their ideal lifestyles through building location independent businesses through his Facebook Group and YouTube Channel, Seller Tradecraft. In the near future, Anthony plans to expand his one-on-one coaching to a digital course that will enable him to reach and help more people achieve their goals. In his free time, he enjoys traveling, surfing, and working out. sellertradecraft.com