Impact of Amazon’s Social Marketing Tools on Brand Presence
Amazon is an inspiring success story for new-age entrepreneurs and budding e-commerce retailers across the world. The sheer scale of the business that it has built over the years and its ability to keep the growth curve up is extraordinary. The truth be told - there is no other e-commerce retail across the globe that can beat Amazon's success. The global retail giant has set a precedent in terms of growing and sustaining its customer base, increasing sales on its platform as well as growing its other offerings such as Amazon Prime, Amazon Music, Amazon Live etc.
Several factors have contributed to Amazon's success story - the most important being Amazon’s social media marketing strategy. Amazon is one of the few brands that learnt to leverage its social media presence well enough even before social media became a buzzword. Here is a look at what and how the brand has harnessed its digital presence to drive sales and enhance its brand reputation.
1. Amazon Profiles
You can find the e-tail giant's profiles across all platforms – carefully picked out to appeal to its customer demographic profiles, locations, age groups, shopping preferences, etc.
Another interesting aspect to note about Amazon's social media marketing strategy is that each of its social media profiles has a specific messaging and voice that contribute to Amazon's overarching brand identity. This is further boosted by meticulously created content that never fails to drive the message home with its target audience.
Amazon has carefully curated profiles on Facebook, Twitter, Instagram, and Pinterest. It also came up with Amazon Spark, Amazon's in-house Instagram/Pinterest page that could be described as a social network for shopping.
2. Amazon Posts
So why is Amazon more successful on social media than other e-retail platforms? Content is a key differentiator and Amazon has skillfully employed content to generate maximum customer interest and push engagement and sales through it.
3. Facebook
Under Amazon’s marketing strategy, each profile has a distinct voice and is structured to serve a specific purpose. On Facebook, the content promotes products and offers occasion-related discounts and coupons to drive sales. So for Valentine's Day, the page will be flooded with gift ideas, coupons and products, thus saving a user's time that would otherwise be spent on exploring different ideas to finally arrive at one product.
4. Twitter
Amazon's Twitter account, on the other hand, serves as a platform for sharing news and business updates. In addition, the account also serves as a vehicle to drive its traffic to Amazon's additional services such as Amazon Music and Prime Video. Twitter also serves as a platform for promoting the brand's blog content - a major chunk of it being business advice to sellers on Amazon. In a nutshell, Amazon's Twitter account is designed for content marketing – a critical part of the Amazon marketing strategy - that allows the brand to create and nurture an engaged group of customers and to encourage them to gradually move towards an Amazon Prime Membership.
5. Instagram
The brand's Instagram account is tailored to offer high-quality images and video content. Amazon also uses the Reels feature on the platform to showcase bespoke graphics and swipe-up links to create more visibility and engage consumers.
6. Pinterest
Pinterest serves as a one-stop shop for users to browse for purchase ideas. Amazon has aced this space by collating products and gift ideas under its pin. So, all a user needs to do is to click on the pin and go straight to the product page, which dramatically reduces the number of clicks and makes navigation easier.
7. Spark
Spark - Amazon's very own platform - has been designed to serve as a social engagement site that would lead directly to product purchases. The page asks the user to identify topics of interest, following which they receive images of products of their preference.
Besides being a social network, Spark also generates data that is used by the company to further strategize its business approach and enhance profits.
8. Amazon Listings
Besides its consumers, the platform also ensures that its sellers are equipped with marketplace management services that can help them further grow their business. Sellers can showcase their products on the platform using the Amazon Listings feature and even share it on social media using the social sharing feature that the platform offers. This way, Amazon ensures that its sellers get greater visibility among their target audience through its Amazon lists and social media presence.
9. Customer Engagement
You will be amazed at how prompt Amazon is when it comes to replying and responding to customer queries. Despite the huge traffic that the platform sees every day, it ensures that customer queries are answered to on a regular and prompt basis. This adds to its credibility and play a vital role in building brand loyalty among its users.
Furthermore, customer reviews are a major focus area for the e-commerce giant. Customers are encouraged to share their views and feedback through an easy mechanism. This helps other customers to make informed decisions and enhances the customer experience.
Conclusion
On observing and analyzing Amazon’s social media strategy, it is evident that social platforms can be a great way to build your online business. While Amazon has the wherewithal to undertake such a humongous yet meticulous strategy, a smaller business can benefit greatly by following Amazon’s practices on a realistic scale. However, knowledge is critical. So, if you are not equipped with the know-how of social media dos and don’ts you can engage professionals who can help you position your product or brand to garner maximum visibility and further your business.
