Growing off Amazon with Chris McCabe, eCommerceChris

May 8, 2018

You want your business to always be growing. Growing in sales, products and marketplaces. You also need to make sure it’s growing off-Amazon too. We’re talking growing your presence on social media and your own website.

In this episode, we’re talking about ways to approach social media. Getting ideas for content, plus creating engagement. The goal here is to create better customer relationships off Amazon that can help you build trust on Amazon.

“We have lots of people at Amazon who want to get you involved with the Sponsored Ads but there are ways of pursuing these off Amazon as well that will be just as effective,” says former Amazonian Chris McCabe from eCommerceChris.

Chris used to work as an investigator at Amazon, suspending seller accounts. Now he works to help sellers avoid suspensions. Recently, he hosted a conference in New York City, the Seller’s Velocity Conference. One of the topics covered was growing off Amazon, using social media tools like Facebook and Instagram.

“How to keep the communication going with your customers and develop that relationship so they keep coming back and buying from you more on Amazon and they also understand your brand enough, possibly they’ll find you off Amazon as well,” Chris says.

The thought process is you have your products listed on Amazon but then you have content and information about your products in lots of other places too.

Most people use Amazon as a search engine. Actually, around 50% of shoppers start there when looking for a product. A recent survey found that search engines like Google are increasing in being a place shoppers search first, so you need to make sure your off-Amazon presence shows up in those results.

Now, one very important thing is to make sure your off-Amazon presence matches up with your target audience. For example, Instagram and Snapchat aren’t going to be helpful if your product isn’t targeted to teens and young adults. So think about who you want to target and go to the platforms that match. Start with one spot and get a process for creating content down plus set up a way to monitor it. Once you have a system in place you can add in another social media channel. You don’t want to start posting a lot on Facebook and then have it suddenly stop when you decide to start using Instagram too.

“Keeping all of these processes moving keeping the communication going, not letting the trail go cold and also understand how you can leverage things like Facebook ads or how you can develop a brand on Facebook that’s also selling on Amazon at the same time,” Chris says.

Facebook is an easy favorite and place to start for most brands. You can create and generate a lot of engagement from customers and potential customers.

“I think it’s about engagement and creating a group that has meaningful content things people want to learn about your brand that will keep them coming back, asking questions, interacting with other buyers of your product,” Chris says.

It can be tricky to get engagement and people liking your page. Growth on Facebook will be slow at first but you want to make sure you are focused on creating good content.

“You start coming up with ideas pretty quickly. It depends on the product that you are selling and which category,” says Chris, “Obviously, user engagement differs between you know this is functional and typical and I’m glad I bought it to really loving the product and wanting to talk about it.”

There are a couple things you can do to help create content. One idea, get your products in hands of people and see how they interact with it in real life. Use that information to post about your product or aspects of your product. Also, go through your reviews, how are people using your product?

“Someone finds a different way to using the product that you’re creating, you haven’t thought of yourself or no-one has mentioned before,” says Chris, ”Maybe that’s an opportunity for you to interview a customer of yours and you can put that review on your Facebook.”

You can also create simple videos with your product. Show what the unboxing looks like or a video that shows how to use it. You can also create posts talking about problems your product can solve plus use social media as a place to share the story of the product or how the brand started. Your goal is to create content that gets customers engaging with you and then discussing with each other.

“So there are different branches of that tree going around the subjects,” Chris says.

You likely will have to do a lot of work to get engagement and likes where you would like, but when you’re focusing on the content and working hard to create good content, people will come. You’ll naturally start to figure out what is working and what doesn’t for your brand. Then content should become easier to create.

“Everyone seems to be hungry for content on social media,” Chris says.

Thanks to Chris McCabe for his insight on growing on Amazon. If you would like Chris’ help you can find him at

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