What Is It?
It’s Amazon’s virtual trade show or conference. It’s basically three days of content that Amazon’s largely producing themselves a lot of live sessions. So the kickoff is the fireside chat with Jeff Wilke. He’s the head honcho of Amazon retail and then it’ll be diving deep into some different subcategories and topics that they believe Amazon sellers will find valuable.
Reasons To Join
I would say that you know, if it’s like most Amazon conferences, you’ll get some nuggets. That’ll be worth your attendance. There’s also some on demand content from software vendors and such that are going to be speaking about specific topics as well.
The Answer Is Yes, But Why?
Do you need to have an e-commerce website that’s really that the fundamental question and I think my response, you know in a really brief way was something along the lines of, I think when you’re selling on Amazon when you’re competing with other brands and somebody comes on and it’s shopping between your product and between some of those other competitors products there are often times they’re going to look for social proof so they’re going to look for reviews on the Amazon listing. That’s a great source of social proof, but they’re also going to go and do a Google search they may go on Facebook they may go onto Instagram whatever their social media profile of choice is and just try to validate. You’re not that fly-by-night actor. You’re not some unknown, you know seller from the other side of the world, you know, but instead, you know, you are who you say you are I think there’s a value there.
Higher Margins When Selling
The other side, the social proof side and then the other side for me is the fact that you get much higher margins selling directly to Consumer. So at the end of the day, as a marketplace Seller I’m always in the back of my mind thinking, you know, what’s a way to, you know provide of an experience for this customer where they want to come and do business directly with us on our website where we have that higher-margin versus, you know, an Amazon or Walmart when the marketplaces where we may not have kind of the margins.
Anytime I see something that’s getting a lot of Impressions but very few clicks There’s two things that are going– that I’m immediately going to question. Is it a relevant term? So for example, if you’re advertising I’m just looking at my desk here, and someone searches for a mouse and you end up showing a picture of a calculator Yes, it’s somewhat correlated. It’s relevant same type of user but the reality is it’s not what they were looking for. You’re going to get impressions originally, but you’re not going to get clicks. So it’s because you’re targeting the wrong keywords in that case, you’re not narrow enough in your search. But in other cases it’s your product image may not be compelling.So I would really want to look at what is that main image looks like suggesting that our clients test with like a pick fu if it’s not already live and if it is live doing so A/B testing through a solution like split li2te to really compare which of 2 main images is actually producing better results and what I think that is often a failure on that front when you talk talk main images is How do you– a lot of people just follow what everybody else is doing. Well, everybody else is showing a bottle with a box behind it, I need to do the same.
Let’s talk about Many Chat and how we can leverage Many chat when it comes to reviews. Yeah, So the most popular way is to obviously like give it away for free and do the rebate find buy and then once you get that once they get it for free– well lets just pause right there, I apologize for interrupting, but just for the attendees on the phone. For us that is so simple and everyday, but searchify what was that? And like could we like build out some of that vocabulary? Yeah so we send out the ad on Facebook and then we say “hey get this product for free and in return give us some feedback” and then people will click through a messenger flow and all that says is just go on this search term type this search term in Amazon, go and find the product, bye it, and give us the order ID. And then once you verify the order ID, we are going to reimburse them in some form and once we reimbursed them after 20 days, 18 days whatever it is. We will ask for a review of the product. Most of them, more than not, 50% or more end up believing that review which is really good when a product launches.
How It Helps
So not only are you ranking for that search term, you’re also getting five star reviews in the process. So and that makes it really really amazing for product launches for any other– getting high rankings or any of these really competitive search terms, like for certain categories, you have to do it because it’s so competitive like cause if everyone on the first page is doing it on a large scale like these small guys don’t have any chance of getting on that first page. So some of these people have to do it just to even get on the first page so it’s an option.
For me, I feel like having a strategy in place to constantly be
filling in positive reviews. You’re always going to get negative reviews. It’s going to happen. No matter how good your product is. Honestly, if you’re product is the best of its type, you’re probably going to get the most negative reviews
because a lot of your competitors are going to be proactively trying to bring you down. So you need to have a strategy in place to constantly be bringing in positive reviews. Some of the ones that you know, we are big advocates of in Prime guidance is reaching out to feedback. So when people leave positive seller feedback, they often times will reference your product and they won’t understand that they’re leaving feedback for the seller versus the product. So having a system in place to follow up with people who have positive
feedback encourage them to leave a positive review, I found to be a very cost-effective an easy way to start getting reviews and then there are some platforms and we don’t need to go into detail on what they are, but there are some platforms that allow you to offer your product
at a promotional price and then you have the ability to interact with that person post purchase. These are platforms. Theses are not review platforms.
That is not their purpose they’re sales acceleration programs. But because you have that ability to contact the person remember they’ve already gotten their product.
They’ve already gotten the promotion, they’ve gotten the discount, in no way is it contingent on them leaving review. But just having the ability to follow up and begin a conversation with the person I’ve found to be very effective in getting reviews in that way as well. I’ll stop there.
I don’t know if Wes or Victor if you guys want to touch on some of the cool stuff we could do and Many-Chat as well to help Garner more reviews or any other ideas
you have Wes. I’ll let Victor hit Many Chat, but the one thing, the one tip that I will give that I have found to be extremely effective.
Build A Relationship
It doesn’t, at least the last time we were successful,
because as you know Amazon changes all the time.
It doesn’t change the star review. But I encourage my customers or my clients to always reach out to every
single review good bad neutral Otherwise, especially neutral and bad reviews and Sprigley you put the dollar amount on it seven hundred bucks was what one of another seller out there at the Prosper show put a value on a 5-star review and just to qualify that you guys, the person who put that
dollar value is actually $750, is a top-five seller on Amazon.
So I encourage all of my clients to do is Spend the time, reach out on those bad reviews and I don’t care what you
have to do. Get that customer, build a relationship, build up that trust, and then get that customer to alter and append their review and while the star Count may not
Change, I believe Amazon still does the update on that review and in my opinion.
Because here’s the thing how many of you guys have gone to buy something how many five-star reviews do you read verses how many one-star reviews do you read? That right there a one-star review of appended to good review is worth 10 to 25 Stars. If you can get those consistently and get a couple of those on your account, I mean you’re golden. We’ve done that on three different products and I’m telling you PPC went down sales with up by 25 30% over time. It’s and we actually started calling it out in our in our product
pages, but I’ll stop there. Victor you know– No, I want to add on to that because that is freaking genius and it’s something I’ve been doing but I’ve never actually sat around and thought about why I was doing it and the fact that people read these one star reviews I was on a call with a
client yesterday and they put it beautifully there like think about it this way if that person who leads the one-star review and it’s like a paragraph long right cause the 1 star reviews are never like 1 word, the 5 star reviews are like, “its awesome”. The 1 star reviews are like “1 star, here’s my book”. And what they were saying that really resonated with me is this, the squeaky wheel is always going to be the squeaky wheel. So if they’re that adamant about one-star review and being upset and angry, they’re most likely going to be that adamant about having the company reach out to them know making them a priority, spending time with them. It reminded me of one of the Brand’s I worked with and the gentlemen Edward, who’s one of our
Attendees who works there currently. Over the years we’ve run into some some customers in that brand who were really really aggressive and really really I don’t know just just problematic. I had other words, but about, you know ingredients or about you know– one customer when we first started selling on amazon misinterpreted the lot number for the date of expiration, and just went absolutely haywire on that topic. Some of those guys have ended up being our best brand ambassadors years later because we spent the time and energy so I think Tyler, I think that’s a really good call out for us.
If you know, if we can find some of those, you know customers who have had a less-than-ideal experience and just spend the time going out to him and massaging
Their ego, you know we oftentimes do see, you know a transition from a really “I rate 1 star” to a you know best case scenario super enthusiastic 5 star In my experience is normally ends up more it like a 3.5-4 because they’ll come back and they’ll say like “hey the product didn’t meet my expectations, but man that company was amazing, their customer service was awesome.” And that for me as a consumer gives me confidence that I’m looking at this product and I see two or three other from really large name brands that I know and should trust and pay the 30% premium because of that brand name and I see this other
guy he’s got less reviews and you know, he is a newer player.
I’m not familiar with the killer price, if you know– or even
a higher price in some cases. Absolutely, but than I see that every single time someone had a problem the company made it right. I’m going to buy that product. So I’m going to throw 2 things out there again to you is that, 1.) how many of us have cell phones and have some kind of a satellite or
cable service, huge companies that are just you know known for not really following through on customer service.
So it’s it’s a trend that larger brands are not taking care of their customers be that person that takes care of your customers and follow through and build that trust. I’m going to stop there and say go find the Amazon principles.
I don’t have the link on me go find it print it out, put it above your work desk and live by it as your as your company for services second I just want to throw out there,
there. So Apple, I worked at Apple engineering for about six years and apple had a system for their customers.
They would acknowledge the customers issue a line with that customer and then assure that customer they’re going to get that resolved. About 4 years ago, They pivoted it a little bit from that to that plus exactly what we’re talking
about take that bad situation and create a promoter because social media is key when that person writes that book as a review on Amazon and you flip that customer to a promoter of your business, they’re going to go write that same kind of stuff on Facebook. And yeah, and if you were younger like Victor, and not old like me they’ll be on Instagram and I’m kidding. I was told that Facebook’s for old people and I was like, oh okay. I’m kidding, I give him a hard time all the time for it because I think Victors like what– We’ll I think You’re making a good point there though. Every audience does have a totally different, you know, social media you know network of choice. Doug, I think you were going to say something. Oh that’s alright, But the, you know me coming in with my adjacent industry thing,
What It Looks Like
1 thing that I know gives me confidence when I’m shopping for hotels is when I see there’s bad reviews and then there’s engagement, you know, and My thought is Management’s engage they’re trying to respond to every negative review.
They’re not just ignoring or hiding the negative reviews,
and only responding to the ones that said “I had a great vacation” “oh we’ed love to have you back” and then the ones that say their negatives are like “good riddance
don’t ever come back.” No, hey man, I think I think it’s a really good point and and– None of this stuff that we’re talking about, lets be honest, none of this stuff is earth shattering, ground breaking, new, creative, original,
We’re Just taking standard best practices in the business world and saying, how do we apply them to an Amazon business?