There’s no doubt that social media marketing is a powerful tool to drive brand awareness and purchases. Australian consumers are spending an average of five hours a day online each day, and 30% of that time is spent on social media.
Whether you’re an international or local brand, it’s very important that you build an online presence. If we look at successful companies like Apple, Samsung or Amazon, for instance, they all have one thing in common. They understand the exponential power of social media.
Amazon’s success, for one, has been a result of a lot of factors combined, but the way they have leveraged social media as a digital marketing tool is exemplary. In this article, we’ll dive deeper into this topic and identify five key tactics that we can learn from Amazon’s social media marketing strategy.
From Social Engagement to Purchases
Amazon’s marketing strategies revolve around simplifying the buyer’s journey. The company understood very well the psychology behind convincing prospective buyers to make their online purchase with proven tactics like one-click checkouts and next day delivery options. All they need is for these prospective buyers to go on their platform.
To further increase visibility, Amazon promotes their products on social media, successfully tapping into the social network’s audience and linking them back to Amazon’s product pages for the sale.
Last year, Amazon took this social media promotion to the next level by partnering with Snapchat in the US to create a visual search tool. This allowed people to simply scan a physical object or its barcode using Snapchat to basically search for that product within Amazon’s product listings. Giving people an easy way to check the item’s price, review score, and Prime availability. Users can then select from the ‘search results’ and they will be directed to Amazon’s product page where they can complete the purchase.
Prioritise The Social Media Platform That Makes Sense
Amazon uses different social media channels like Facebook, Instagram, Pinterest, Twitter, Twitch, and now it's very own “Amazon Spark” to boost their marketing efforts. Given that each platform has its own specialisation and even target demographics to some extent, Amazon’s approach to each social media platform varies. Read more about Amazon’s platform-specific strategy here.
If you’re looking at a number of social media platforms for your brand then you need to localise your marketing approach to each platform, which should be taken into account within your overall social media marketing strategy.
Likewise, it should be part of the plan to regularly measure your social media metrics against your quarterly and yearly KPIs.
Think Partnership, Think Community
When we think about building a community of users, we’re in essence promoting customer loyalty. If customers are loyal to your brand or service, they will come back to repeat purchases, which is the ultimate objective for marketers. Companies who have understood this very well would invest in a customer retention or referral programme.
For Amazon, they have Amazon Prime where they offer a variety of benefits to their most loyal customers. Unlike your regular discount membership at the supermarket, Amazon Prime includes perks like fast delivery, awesome discounts, and access to binge-worthy content (Amazon’s version of Netflix!). It’s basically a supercharged loyalty card.
To celebrate this ‘community’, the company hosted “Amazon Prime Day” — offering deals and discounts to their most loyal customers. The event itself was mentioned over 380k times in July 2018.
Real Customers As Influencers
Podium’s survey reveals that 93% of consumers’ buying habits are influenced by Amazon’s review system. Back in 1995, Amazon was the first to introduce this intriguing review system that allowed people to rant about their purchases on public platforms. Likewise, happy customers are unstoppable in sharing their 5 stars.
As a customer, I can’t count how many times I would second guess myself whether to buy that item on Amazon and the reviews would nudge me to make that purchase. Perfect case where real customers become influencers.
Amazon also has an affiliate marketing programs encouraging users and influencers to endorse products. In exchange, these users and influencers earn referral kickbacks through affiliate links. Again, we see Amazon’s focus on driving traffic to their website.
Since inception, Amazon’s vision has always been to be Earth's most customer-centric establishment. To this date, Amazon is always thinking out-of-the-box by providing its users all they want whenever they want it and their customer-first marketing initiatives continue to inspire all the online marketers and promoters to take their businesses to level next.
With Amazon opening digital touchpoints on social media networks like Facebook, Instagram, Pinterest, Twitter, and even Spark, they are able to connect and listen to their customers more. Social listening also enables companies like Amazon to capture valuable insights about their customers. Download this free eBook to get insights on Amazon's proven social media marketing tactics
About the Author:
Christine Aguilar leads digital marketing and communications for Asia Pacific at Talkwalker.
Talkwalker is a listening and analytics company that provides companies with an easy-to-use platform to protect, measure, and promote their brands worldwide, across all communication channels. Talkwalker’s state-of-the-art social media analytics platform uses AI-powered technology to monitor and analyze online conversations in real-time across social networks, news websites, blogs and forums in 187 languages. For more information, visit https://www.talkwalker.com.
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