This Post is part of the “FREE Wholesale Training Course”. You can view the entire course listing and introduction to the course here.
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Module 3: Value Propositions
- Introduction to value propositions
- Defining value propositions
- Building a company website
- Building social media accounts
- Other Marketplaces / International
- Bundling products on Amazon
- Creating New Listings and Listing Optimization
- Paid advertising (PPC)
- Other value proposition ideas
You can click on each of the links above to go directly to the area of the module the best interests you. That being said, lets get right into the content!
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Building Social Media Accounts To Drive Traffic
Social media is in all of our lives in some fashion: Facebook, Twitter, YouTube, Instagram, Snapchat, Pinterest, WhatsApp. I’m sure you use at least one of these services on a regular basis. This is why it is extremely important to not ignore social media when building your Amazon Wholesale Sourcing business.
Wait. What? Doesn’t Amazon handle marketing for me?
Yes, in general they do. Again, what we’ve been talking about throughout this course is to build a sustainable long term business that can potentially thrive without Amazon. Incorporating social media into your business can not only be an amazing value proposition to land wholesale accounts, but it can also drive additional sales.
In this part of the module, we will discuss social media marketing theory, and how to think about it in regards to your Amazon Wholesale Sourcing business. There is information across the internet that dives deep into specific social media tactics. I’ll link to some of the best information I’ve seen, as there are people much smarter than me when it comes to social media marketing.
Social Media As a Value Proposition
Why would social media potentially tip the scales of landing a wholesale account? Simple – it’s a way to put more eyeballs in front of a brand.
Think of two scenarios in the eyes of the brand owner. Who would you prefer to sell to?
A) “I’m an Amazon seller. I would love to sell your product.”
B) “I’m an Amazon seller. I would love to sell your product on Amazon, but I also have a perfect way to drive additional traffic to Amazon for you. I currently have 8,000 Instagram followers, 5,000 people in Facebook Groups, 3,000 people like our Facebook page, and 1,000 followers on Twitter. All these people buy products that are specifically in your niche, and I would love to expose those audiences to your products.”
I think it’s a no-brainer. The brand owner can see that by selling to you, you can increase sales because of the influence you have.
Other ways you can spin this value proposition to brand owners:
- When you are ready to release new products, we can release them to our audience first. This means we can get reviews a lot quicker, which means your new products will rank higher on Amazon much quicker.
- If you are looking for any type of market research for upcoming products, you can use our audience to help conduct it.
- We can run advertising to our audiences, so you can expand the brands marketing messages.
- If you want instant feedback on a product, we can ask for it with our audiences.
I’m sure you can think of additional ways you can spin this benefit to brand owners.
How Do I Set This Up?
Ideally, you’ll want to figure out which social media channels work best for your specific niche. This is where drilling down to a specific niche for your wholesale targets can come in extremely handy. When determining what social media channels to use, you need to think about where the customers of those products hang out.
For example, you may sell active wear clothing for adults. The first thing is to brainstorm what activities people wearing active wear clothing like to do. Someone who wears active wear probably likes to do these types of things:
- Running / jogging / walking
- Exercising at the gym
- Eating healthy foods
- Playing sports
Next step is to think about what social media channels people doing these things would use. How about these:
- Facebook Group about healthy foods
- Facebook Page that posts inspirational quotes
- Instagram account that has images of people working out / getting fit
- Pinterest board that has images of people living a healthy lifestyle
The social media accounts you create should be geared around the lifestyle of the target customer, and things they like to do. NOT about your specific products. People will like, comment, and otherwise stay active when you have social media accounts that represent their lifestyle. If all you do is post images of your products all day long – your social media channels will be as lifeless as Antarctica. Even the penguins will say it’s lame.
Based on this lifestyle, we should be setting up a Facebook Group, a Facebook Page, an Instagram account, and a Pinterest board. All of these accounts will mostly focus on a healthy, fit lifestyle. To setup accounts on each of these social media sites, follow the instructions on each individual social media platform.
How Do I Get Traffic To My Social Media Accounts?
The hardest part of any social media campaign is getting the right traffic to your social media accounts. You could quickly throw up an ad on UpWork to get “social media followers”, or pay a Fiverr gig to get 40,000 likes. Do the opposite of Nike: Just don’t do it. Yes, you could boast to your potential wholesale accounts that you have 40,000 Facebook likes to your company. But in the end, when only one person likes every post you put up, and no one comments on anything you do – is it even worth it? No one is likely seeing any of your posts, and you are just fooling the brand owners into thinking you can drive additional traffic. In reality, you have a worthless social media account that provides no value.
You want the right people to like / share / comment on your social media posts. This means you want to attract as many people as possible that are living the lifestyle you are gearing your social media accounts towards.
There are two ways to go about this:
- Guerrilla advertising. This is where you need to be really creative, and come up with low cost ideas of attracting traffic to your pages. Here’s a few:
- Create content around the lifestyle that is relevant. Reach out to influencers (people that already have existing audiences in your niche), and pitch your free content.
- Create a contest to give something away for free. Reach out to influencers (people that already have existing audiences in your niche), and pitch your contest.
- Go to Help a Reporter Out, and look for things being posted that are related to your niche. Become the expert in the niche for the reporter. Link back to your social media pages.
- Visit other Facebook Groups, Instagram pages, pinterest boards. Provide value to them. After providing a decent amount of value, reach out to the owner of the page to see if you can post a link to your page.
- Post a lot of useful content on your pages / groups. Use hashtags that are relevant to your niche. This works well for Instagram and Twitter specifically.
- Create a Facebook Group with a catchy title, and a nice visual header. As people join the group, it will start to show as a “suggested” group for other similar people. It’s free advertising.
- Paid advertising. This can build up your fan base incredibly fast. Here’s a few ways you can pay for advertising:
- Run ads on the social media networks themselves. Most of them have incredibly detailed demographics you can drill down into for advertising.
- Pay an influencer to talk about your social media page. You can find influencers to work with at sites such as Influenster, Traacker, and Niche.co.
- Use Google’s advertising networks. You could potentially have your ads on large publication websites all over the world.
How Do I Keep People Engaged?
If you want to have a solid ROI on social media, you need to keep people engaged. You want people to be consistently liking, commenting, and sharing your content.
The easiest way to do this is to have a content calendar, and use software to auto post your content. Social Media Examiner has a great article showing you how to setup a social media content calendar. To save time, I would recommend doing “batch processing”, which means to prepare a bunch of content all at once, and then schedule it for a later date. You can use software such as Hootsuite, Buffer, and Sprout Social to automate all your posting. At the moment, we currently use Buffer for our posting automation.
Other Reading on Social Media Marketing
There is a lot of information out there that dive heavy into social media marketing. Here’s some of the best articles I’ve seen on the topic:
- An Entrepreneur’s Guide to Generating Ecommerce Sales from Instagram
- Ultimate Pinterest Marketing Guide
- Facebook Advertising Made Simple: A Step-by-Step Guide
- Facebook Marketing Guide
- The Ultimate Guide to Snapchat Marketing
- The Snapchat Marketing Guide for Brands
- The Ultimate Instagram Marketing Guide for Driving Real Results
- The Complete Guide to Twitter for Your Content Strategy
Now that you have your social media under control, it’s time to start talking about other marketplaces and selling international.