You may have a perfectly-optimized Amazon listing with beautiful images and well-crafted product descriptions. A first-rate Amazon listing is critical, but it’s not the only avenue for driving traffic to your site. Rather than just harnessing the buying power of Amazon shoppers, you can target external traffic and drive more users to your Amazon site.

Why External Traffic Helps

Targeting external traffic can bring the following advantages:

Expand your customer base. We’re stating the obvious here, but it makes sense to bring in traffic from every possible angle.

Outshine the competition. It’s tough to distinguish yourself in the crowded field of Amazon sellers, but bringing in external traffic can help you get ahead.

Win Amazon’s approval. Amazon’s ways are always a bit cryptic, but many people believe that the company smiles on (and rewards) efforts to bring external shoppers to the marketplace.

Build a Landing Page

If you direct external traffic directly to your product listing, you might make a quick sale but miss a chance to gain long-term customers. Consider sending users to a landing page instead. A landing page allows you to get emails from customers who are genuinely interested in your product. Emails are gold in this industry. With a person’s email, you can add them to your newsletter list, send them product promotions, and re-target them through other marketing channels (including social media). Amazon won’t let you collect emails, but if you get a customer’s email before they get to the marketplace, you’re golden.

Find External Traffic

Once you have your landing page ready, you can start finding visitors. Traffic can come from a variety of sources:

Organic social media

Paid social media

Organic search engine traffic

Search engine advertising

Email campaigns

Which Option is Right for You?

Every product is different, so it follows that different marketing campaigns will work better than others. Start by choosing a promising marketing strategy and launching a campaign with a modest budget. Then, deploy analytics tools to track your campaign’s effectiveness. If it’s working, go with it; if not, try a different tactic. Remember to keep your marketing efforts relevant to your target audience. Don’t spend money chasing after visitors who aren’t likely to convert.