Influencer marketing is probably the most underused and underrated marketing channel for Amazon brands. With influencer marketing, Amazon sellers can tap into audiences that are already active and engaged, instead of throwing thousands of dollars and untold hours into trying to build their own audience from scratch.
One of the reasons influencer marketing is underused in Amazon circles may be that a lot of sellers don’t know how to do it right. Finding the right influencer is important, but so, too, is how you build out your campaign.
The tools you use for your influencer marketing campaign, and the journey you send potential customers on, can easily make or break you. When you do it right, you’ll almost always turn a significant profit on the time and money spent on setting up the campaign.
Want to learn for yourself how to create insanely profitable influencer marketing funnels? Read on for more.
The Value of Influencer Marketing
This post is not going to go in-depth into why influencer marketing is so powerful. However, we will give you a primer on its value as a traffic source for Amazon brands.
The big positive of influencer marketing is that you’re tapping into a pre-existing audience, who you know are interesting in your niche and active content consumers.
Assuming you do your research, and partner with influencers who are focused on your niche, and have an engaged following, you will have skipped past the huge amount of work it takes targeting cold audiences from scratch.
You’re also benefiting from the trust that the influencer carries with their audience, making it more likely for people in their audience to take action and make a purchase.
In comparison, if you were targeting them with an ad, from a brand they’ve never heard of before, you’re going to be met with extreme skepticism, and perhaps even banner blindness.
Think of yourself as a consumer. Which situation would you be more likely to make an online purchase – seeing a random ad on Facebook, or hearing from your favorite Instagram or TikTok account how great this product is and how much they recommend it?
Get the right influencer on board, and you’ll get a higher rate of sales and much lower marketing spend than almost any other channel. There are just two parts that usually act as stumbling blocks:
- Knowing whether your influencer is the right one
- Scaling (getting the most value possible out of your campaign)
A landing page funnel helps with both of these things.
Why You Need to Use Landing Pages with Influencer Marketing
The standard way brands usually do influencer marketing is this.
- Find influencer
- Ask them to share a link to your product
- Pay a one-off commission
When you do it like this, you’re leaving a lot on the table. Not only will you have a difficult time telling if the campaign was truly a success, you won’t get much benefit outside of the initial sale (if people who click the link actually do buy your product).
You’ll only get the best results if you set up a dedicated funnel, with a landing page for your product.
Here are 7 reasons landing pages will help you get more out of your Amazon influencer marketing campaigns.
Marketing Your Product
You don’t want your influencer’s pitch to feel spammy. But you also want to give potential customers all the information about the product they need to be comfortable making a purchase.
A landing page allows you to give a full rundown on specs, features, benefits, images, videos, pricing, and any other details necessary to sell your product – but only for people who are interested enough to want to learn more about it.
You leave the influence free to be completely natural, and to use their own voice, without losing out on space to communicate important product details.
One of the things that commonly trips up Amazon brands doing influencer marketing – how do you know if it worked?
You may be able to tell if you get a huge a amount of sales, correlating with the time the influencer ran your promo. But in most cases, this approach is purely guesswork. You don’t know for sure.
If you send people through a landing page funnel, however, tracking results is simple. Just set up a unique landing page for that influencer, and it takes a second to see how many people clicked through to the landing page, and how many clicked through from there to view it on Amazon.
You can even take it one step further with an Amazon Attribution link integrated on your landing page, to see how many people added the product to their cart or made a purchase.
This way, you know exactly how much in sales your campaign generated, so it’s just a simple calculation to know if you made a positive or negative return on your investment.
A landing page funnel enables you to get advanced with how you pay your influencers, so you’ll almost never make a loss on your campaign.
Instead of simply paying a fee upfront to the influencer, which you may or may not make enough sales to turn a profit on, you can pay based on performance.
For example, you might negotiate that you’ll pay the influencer $2 for every sale you make, or $(X) for every (Y) people who click through to Amazon.
To do this, you obviously need the exact info. You’re not going to get that with a simple link and nothing else.
Filtering Low-Intent Traffic & Non-Buyers
Understand that, although you should be advertising to a more engaged set of people than a simple cold audience, a lot of people who click the link to your product won’t be ready to buy just yet.
They also might decide they’re not actually that interested in buying your product after reading more about it.
If you send people directly to the product page, this will likely result in a drop in conversion rate, from an increase in page views from low-intent buyers. This drop in conversion rate will damage your search rank as well, as it makes it look like your product is less popular.
A landing page allows you to get around that. You’ll give people all the information they need to make a purchase or not, right there, before they go through to Amazon.
The only people going to your product listing are those who are warm and ready to buy, and your conversion rate will look great because of this.
Retargeting Your Influencer’s Audience
One of the best things about influencer marketing is the ability to “steal” the influencer’s audience.
This is not as bad as it sounds. You’re not doing anything wrong – you’re just using the people who have shown an interest in your product to add to your own group of target customers. You can then target ads to them on Facebook/Instagram, or let these platforms’ algorithm work magic to find other people of similar tastes and behaviors.
To do this, you need to take them with the Facebook Pixel. And to do this, you need it installed on a page they land on before clicking through to the product listing.
One simple step will let you create incredibly useful retargeting ads and lookalike audiences, and you’ll continue to get value from your influencer marketing campaign even after the first point of contact.
Offering Exclusive Discounts
A simple pitch from the influencer is not always enough to get people to make a purchase. Influencers don’t like this as well, as they don’t want to be forced to pull out all the stops to hype and sell your product.
It’s much easier, for everyone, if they can use an exclusive discount as a carrot to push people to buy. It makes the influencer look good, because they’re actually offering value to their audience, and it attracts more buyers, because the product’s cheaper than its normal price.
However, you want to ensure that they discount is exclusive to members of the influencer’s audience. You’ll lose your whole profit margins if you discount it for everyone, and it doesn’t sound like such a good deal to potential customers if everyone gets the special.
That’s why you need a landing page – equip it with a single-use promo code generator, to give each person their own unique code, that can only be used once. It protects the special discount to only those you want it offered to, and creates an exclusivity with the audience that results in more people making a purchase.
Building an Email List
Finally, you can take the “steal their audience” idea even further and use the marketing campaign to get people on your email list.
Using a landing page, as well as an exclusive discount code as discussed above, you can easily get a lot of people to hand over their email, after which they become part of your audience.
You can then market to them over and over, and the lifetime value you get from the influencer marketing campaign will be significantly higher.
Just put an optin form on the landing page, letting people know they can get a discount (it only needs to be 15-25%, as long as you and the influencer do a good job selling the product), if they enter their email.
If you don’t have a landing page and optin form – for example if you decide to send people straight to the Amazon listing – you miss the chance to do this, and miss out on all the value an email list has to offer.
Sample Landing Page Funnel for Amazon Influencer Marketing Campaigns
If you’re unfamiliar with the concept of a funnel in marketing, or don’t know how it would work with an influencer marketing partnership, here’s a summary.
Think of a marketing funnel the same as an actual real-life funnel. It starts wide at one end, and narrow at the other.
The top of the funnel is the influencer’s audience. If 100,000 people see their post, 100,000 people enter the funnel.
Some of these people will advance further on through the funnel, with progressively fewer as the funnel continues, until some people come out at the end of the funnel, which is your conversion objective – in most cases, a sale.
The actions for each step of your influencer marketing funnel should look like this, from top of the funnel to bottom:
- Viewing the influencer’s post/profile/channel
- Viewing your landing page
- Optin in to your email list to get a discount code
- Viewing the Amazon product listing
- Purchasing the product
It might seem like a bad idea to put people through all these additional steps, rather than skipping straight from step one (top of funnel) to the final step (bottom of funnel – making a purchase). But in reality, it works best this way.
A tight funnel helps direct more people towards the conversion objective at the end. If you don’t have a funnel at all, it works very much like if you tried to pour water from a bucket into a bottle without a funnel. The water goes everywhere, very little ends up in the bottle.
So, in reality, this will result in more final sales – as well as the additional benefits from each step as we discussed in this post.
Those who drop off at the 2nd step – the landing page – can be used for retargeting on Facebook. Those who drop off at the next step, you can market to with email campaigns. And so on.
To build a thriving Amazon brand, you need to pay attention to each step of the customer journey, as we do here. Put a little more effort into this up front, and you’ll see much better results on the other end.
To start building landing pages for Amazon influencer marketing campaigns, start a free trial with LandingCube. LandingCube gives you all the necessary tools to build quick and effective marketing funnels. You can build a professional landing page in just 2 minutes, and start crafting the customer journey the way you want it to be.
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