Prime Day 2020 has shifted from summertime and is scheduled for October 13 and 14. All Prime Day offerings have already been submitted. Whether you have a Deal of the Day, Lightning Deal or Best Deal, or you’re hoping to catch some of that traffic for non-Prime Day products, there are steps you can take to benefit your sales.
Prime Day is historically fantastic for brands. In 2017, customers ordered over 40 million units during this shopping holiday. This huge sales boost benefited small businesses and entrepreneurs worldwide.
You can use Prime Day as an opportunity to bring more attention to your brand and establish brand loyalty with new and existing customers. Keep reading on for our Amazon Prime Day guide and learn tips & tricks on raising awareness for your brand and driving consideration for new and existing customers.
VASO Group’s Amazon Prime Day Guide: The 3 Step Checklist
1. Increase Your Ad Spend for the Month
Examine your marketing budget and allocate specifically for Prime Day. Maintain your evergreen campaigns but add some video and sponsored display ads. Increase your ad bids for your Prime Day products for the entire month so you can catch shoppers before, during and after the event. Boost your budget for the day your deal is live and use dynamic bidding on that day.
Your goal is to own the search page real estate for your Prime Day item for the entire month. Amazon experiences increased site traffic during the entire month when Prime Day occurs. Immediate sales are important, but the increased site traffic supports long-term growth.
2. Content, Content, Content
If you’re spending money and offering a deal, make sure the content for that product is optimized. Audit your best-selling listings and your Prime Day offerings. Make sure the content is stellar, telling the customer exactly what they’re getting and how it will help solve their problems. Make sure you have A+/Enhanced Brand Content for all Prime Day products.
Answer outstanding customer questions about your products. Those answers could mean a conversion. Questions that come up often should be addressed in your product’s long description as well.
Deal with any negative reviews that haven’t been addressed. Respond to the dissatisfied customer and ask them to contact you to see how you can ensure their satisfaction. Try to turn negative reviews into a good customer experience, even if they don’t change their ratings. Publicly offering to do what it takes to earn customer satisfaction offers visible reassurance to potential customers.
3. Tell the World
You’ve invested in the promotional affair that is Prime Day, so why not stack the deck in your favor? Spread the word about your deals with #AmazonPrimeDay on social media and email newsletters. Tell everyone you have a deal and drive that traffic to your products. Encourage staff to post about your deal on their own social media as well. Take advantage of the event fully.
If you work with other eCommerce platforms and are concerned about the social media mention, assure those platforms that you’ll do the same when they have special events that feature your products. Your goal is to gain loyal customers who love your products and seek them out through their favorite online or in-person outlet.
Steps you take for Prime Day preparation can benefit you year round. Regular shopper behavior has already been disrupted by the pandemic. Forbes notes that stay-at-home orders, stimulus checks, and in-person education have changed shopping habits.
Keep in mind that the preparations for Prime Day are also helpful for holiday shopping. And, even if someone doesn’t buy on Prime Day, your work may pay off when they’re ready to commit to purchasing.