Step 1: Prepare for new product promotion Before promoting a new product, you must do a good job of market research, including the product's market capacity, peer prices, reviews, sales, peer product selling points and pain points, etc. At the same time, you must also fully understand your own product's selling points, pain points, and entry points. This will allow us to better design our product images and listing copy to create the ultimate listing. Then formulate a sales plan and a stock replenishment plan, and set a promotion rhythm and sales goals. The first batch of goods is usually shipped by air. The first batch is usually prepared for 40 days of sales. For products that are sure to be popular, a batch will be shipped by sea at the same time. If the sales are not so sure, wait for half a month after the first batch is launched, and then send another batch by air and send another batch by sea at the same time. During the preparation and delivery period, contact evaluation resources and QA resources to prepare for later promotion. New products can increase their ranking in natural search by using advertising space and order-boosting, and the reviews are relatively safe. For reviews on social platforms, such as Facebook, Instagram, and Pinterst, the buyer’s account needs to be identified. It is time-consuming to find reviews by yourself. It is best to find reviews that have been posted.
The evaluation of American friends, overseas students and overseas Chinese resources is relatively safe. The response time is relatively controllable and easy to communicate.
Evaluation of service providers as intermediaries. It is not self-maintained and the commission is high. The security of buyer’s account cannot be controlled. It saves time and the products are easier to send out. Reviewers: fans who have collaborated with us many times, influencers, top reviewers, official website reviewer program, and subscribers. Review platforms, such as iReviewHome, AmzSpeciald, etc., have different fees, review retention rates, and review drop rates. The advantage is that it saves time and the order volume is relatively large. For QA, you can ask the tester to help you do it during the evaluation, or you can ask the service provider to do Q&A. It is much easier than evaluation. Step 2: First Week of FBA Listing Good quality products can join the VINE Voice and Early Reviewer Programs before they are released. If you are not confident in the quality, do not do these two. Start adding QA every day on the first day after the launch. In the early stage, the traffic is small, so 1-2 QA are added every day. The core keywords of the product are embedded in the QA content to increase the keyword weight. About 10 QA are completed within a week. On the first day of sale, find high-quality buyers to leave direct reviews. The number of direct reviews should not exceed 5. After the direct review is displayed, open manual precision advertising for core keywords, and then use advertising positions to increase orders. If conditions permit, you can increase orders quickly. We have tried to increase orders quickly through advertising positions 5 days before the new product is launched to push the core keywords to the homepage and stabilize them. If conditions do not permit, you can be gentle and low-key, increase orders less every day, and slowly increase the keyword's natural search ranking through advertising. Ask reviewers to share product links on social platforms, add to carts, and wish lists. Ask influencers to share product links to increase listing traffic. Turn on automatic advertising. At this time, the automatic advertising bid is set lower than the recommended bid. There are few reviews. Without VP, it is not suitable to bid high to compete for traffic. If you can't compete, you will only waste high advertising fees. Low bidding can also get orders, and it can also help us run many customers to search for keywords. Step 3: In the second week of FBA listing, arrange the feedback in an orderly manner and start manual and automatic advertising Add QA every day, complete 20 QA in a week, 2-3 QA per day. Start arranging reviews on the 8th day after the sale, and complete 15 VPs within two weeks of listing. Reviews include videos, pictures, and pure text reviews. Enable manual precision, phrase, and broad advertising. At the same time, enable an automatic ad, the bid of this automatic ad is higher than the first automatic ad, and negative keywords are added in advance. Like the good quality reviews. If there are any negative reviews, deal with them immediately to ensure that there are no negative reviews on at least the homepage. It is best if there are no negative reviews in the previous month. Step 4: In the third week of FBA listing, increase advertising investment and adjust advertising Continue to arrange replies and speed up the reply process, but the review retention rate should not exceed 20%. Complete 40 reviews within this week. Continue to add QAs every day, like the important QAs, and downvote the QAs that are not conducive to our buyer responses. Increase advertising investment, and stop advertising that performs poorly and has ACOS that seriously exceeds the standard (exceeds gross profit margin by more than 20%). For ads that exceed gross profit margin by less than 20%, manual intervention can be used to increase CTR and conversion rate, and then observe the situation. In the second week, manual precision, phrase, and broad modes are enabled for the same keyword at the same time. This week, see which one or two perform better and turn off the ones with poor performance. If the performance is good and the ACOS is lower than the gross profit margin, then keep them all and continue to observe. Increase your advertising budget for the best performing ad groups. Download the advertising report, sort out the customer search terms that perform well in automatic advertising, manual precision advertising, and manual phrases, and create new advertising groups. Manual precision advertising is more appropriate at this time. Organize the inaccurate words in the advertising report, and make accurate negations in the negations of each advertisement. Select suitable ASINs of competing products and related products, select suitable ASINs from the advertising report, and place product advertisements. Pay attention to the listing category ranking, core keyword organic search ranking, competitor price changes, promotion status, etc. Report flash sales in the Amazon backend. It is entirely possible to get the One New Release badge at this point, and if the promotion efforts are adequate, you can get this badge in the second week. Step 5: FBA listing for the fourth week, flash sales, and off-site support for hot products Continue to arrange feedback and break through the 60 VP evaluation mark. Like high-quality reviews and ensure that there are no negative reviews on the homepage. Deal with new negative reviews as soon as possible. Maintain a review star rating of 4.5 or above. 5 seed review sheets per week to deal with sudden negative reviews. Respond to buyer QA questions promptly. Analyze negative reviews, improve and upgrade product quality, and perfect product descriptions. Participate in flash sales to increase listing traffic and conversion rate before the flash sales. Stabilize ranking after the flash sales. Do off-site promotion, off-site deals, celebrity promotion, video website promotion, and social website promotion. Keep an eye on the listing rankings and core keyword organic search rankings every day, and keep the core keyword organic search rankings on the homepage. Pay attention to competitor dynamics. Control the ACOS of ads. Except for flash sales and off-site promotions, reduce the ad bid and budget at other times. Turn off ads with an ACOS value greater than or equal to the gross profit margin, and only keep profitable ads. If the ACOS of core keywords is higher than the gross profit margin, check the listing quality. The new product promotion is completed, but maintenance is still needed in the later stage. |
