Do you want to grab attention for your ecommerce brand? Of course, you do! If you’ve been a TAS follower for very long, you know that attention is the new currency! On this episode of The Amazing Seller, you’ll hear from Scott as he talks about the new Amazon Live feature, how sellers like you can take advantage of it, why brand building is so important, how to create a good video, and much more. If you are ready to put yourself out there and make a bold move for your ecommerce brand, this is the episode for you!
It’s all about getting attention.
Recently, Amazon has rolled out a new feature called Amazon Live. According to Amazon, there are three main reasons why you should consider getting your brand featured on the service.
- Drive sales. During your livestream, shoppers can purchase your featured products in the carousel displayed next to your stream.
- Interact with viewers. Chat and interact directly with shoppers as they watch your livestream.
- Be discovered. Reach more shoppers on Amazon.com and build your brand through interactive livestreams.
On this episode of The Amazing Seller, you’ll hear from Scott as he takes a tour of Amazon Live and gives a rundown of how he thinks the service will work for sellers like you. Don’t miss this opportunity to learn from Scott’s keen insight!
Brand building is the way forward!
Let’s face it, the days of hitting a huge ecommerce homerun with a one-off product are long gone. Sure, some sellers will strike gold here and there but the wave of the future, according to Scott, is brand building. Scott is not the only one sounding the alarm when it comes to brand building; Amazon has just validated Scott’s insight by showcasing this new feature for brands. Will you take advantage of the direction that the ecommerce industry is headed in or will you be left behind? If you are ready to start your journey to build a thriving ecommerce brand, make sure to pick up Scott’s Ecommerce Business Formula ebook, you can find a link in the resources section at the end of this post!
Scott’s basic video formula.
If you find yourself convinced that shooting an Amazon Live or Facebook Live session is the right move for your brand, but you just can’t bring yourself to step in front of the camera, what should you do? Should you focus on working up the courage or is there another solution? Would your fear be reduced if you had a blueprint to creating a good Live video? If so, you are in luck! Scott has compiled his basic video formula that sellers like you can use to get started with creating video content.
- Lead with the hook. Right out of the gate you want to tell your audience what they will learn.
- Repeat a call to action. Get people to engage by liking, commenting, or sharing.
- Deliver the goods. Make your content simple and engaging.
To hear Scott expand on this basic video formula, make sure to listen to this episode of The Amazing Seller, you don’t want to miss it!
OUTLINE OF THIS EPISODE OF THE AMAZING SELLER
- [0:03] Scott’s introduction to this episode of the podcast!
- [5:00] Why you need to invest in building a brand.
- [7:00] Scott explores Amazon Live.
- [11:45] How sellers like you can use tools like Facebook Live and Amazon Live.
- [16:00] Scott shares his basic video formula.
- [19:30] Get into the brand building business!
- [21:45] Closing thoughts from Scott.
TRANSCRIPT TAS 645
TAS 645: (NEW) AMAZON LIVE Videos Promoting Your Products
[00:00:02] Scott: Well, hey, hey, what’s up, everyone? Welcome back to another episode of The Amazing Seller Podcast. This is Episode #645 and today I am excited because there is something brand-new that Amazon is rolling out…
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…that can help your business and your brand. Now, the key word there is “your brand.” They are looking for brands to show up and do more or less Facebook lives. Now, these are not on Facebook. These reside on the Amazon platform, but this is their live platform where they are allowing brands to show up and demonstrate their products or just have a show and basically, entertain. I actually seen a hot sauce company that was doing it look like it was like puppets and they were just having a fun time kind of having a puppet show with hot sauce and it was comical.
But, yes, so this kind of seems like this is Amazon's way of getting into the Facebook live in a sense realm where you can go out there and captivate an audience and get their attention and have them possibly buy your stuff. The cool thing about it being hosted on Amazon, as well, you can attach your products there and they can see it and all of that stuff. So, not a lot of information as far as like exactly how this is working for companies and brands that hasn't been around all that long as far as I know but I did want to let you guys know more about it so I’m going to actually go through their information and let you know my thoughts on it right now. We are in the process of getting this set up in the new brand and possibly giving it a try so I will definitely report that back and as far as I know, brand registered brands are going to have access to this.
[00:01:58] Scott: Now, I do think it's only on the iOS as far as the Apple, you know, iTunes I believe is where you can download the app. Not sure if it's for the Android yet depending on when you’re listening to this, of course, but that's what we’re going to be talking about. So, doing live video and I’m going to talk a little bit about Facebook lives and even if you aren't brand registered, why you should be thinking about doing Facebook lives or just live video. YouTube has their own live platform now. And even if you're not like this professional speaker or professional videographer, it doesn't matter. What we've been finding and even people that I know that are doing really well online that are doing video, they've done both. They’ve done very highly produced videos and then they just have done off the cuff with their phone. Usually, they win because it's more real. It's not polished. It’s not your QVC. It's more polished. It’s less polished. I’m sorry. it's not polished.
So, this episode is 645 so the show notes can be found there. All the links that I’ll mention will be there as well and you're probably going to go over and grab those because I will have some links going to the resources as far as the information you can learn about this new program and if you even qualify but I’ll go through that here on this episode too. So, that's TheAmazingSeller.com/645 and you can go there and check out the show notes and all that stuff. Now, let me also let you guys know this. All right. You guys have been hearing me talk a lot, a lot lately and probably the past 18 months now about how important it is to build a business in a market and build a brand that is future proof. Now, you can probably tell Amazon’s kind of getting in the game as far as them promoting people that are building brands. They’re creating this now, this other resource that's available to brand owners.
[00:04:00] Scott: So, this is another thing that is going to make it better for sellers that are building a brand and that have the capability of serving a market and that's why we talk a lot about building out your product line in a market, in a niche, and that's why it's so important to do that. So, if you're stuck at that phase or you’re like, “You know what, I want to start or I've already started but I'm not sure if my product can have a brand built around it. I haven't gotten that far yet,” I would definitely, definitely encourage you to check out the 10-step formula that I put together inside of a very, very comprehensive but a quick read. It's a book where you can actually download it and you can go through it immediately and it's called ECOM Business Formula and the book version of that can be found at ECOMBizBook.com. Again, that's ECOMBizBook.com and you can grab that.
The cool thing about this and everything that's happened now in the e-commerce space is really pushing towards brands. Amazon's even doing it right here with this Amazon live now where they’re saying, “Listen, if you have a brand and you’re a legit company and you’re serving this market and you're actually doing what brands do, we want to help you. So, they’re opening this up. Now, I don't know how well this is going to do, but what this is doing is it's making me say, “Listen, guys, pay attention to this live stuff. The cool thing is with Facebook anyway is when you do a Facebook live and I'm thinking the same thing will happen here if they get enough traffic here and where people actually want to sit on this type of a platform and watch video because that is the other thing. It's like, well, do people really want to sit on Amazon and watch videos or do they want to shop? All right. Now, I don't know. This is kind of like a pilot program. I believe it's a beta program as well.
[00:06:01] Scott: Now, on Facebook, we've already seen that Facebook lives do pretty darn well. The one thing I found is that when you do a Facebook live no matter if you have two people watching or 100 people watching doesn't really matter. What matters is that piece of content, that video that you've done continues to get views later after the fact. And I don't know if that's the case with Amazon right now with their live platform. Don't know. It's too early but what I can say is if you get familiar with a platform and in this case, Facebook is a great one to start with because you can kind of get moving and you can also repurpose that too. You can go ahead and say, “You know what, I’m going to do the same exact live on Amazon that I did on Facebook.” And then you have two different places where you are showing up. So, let's go ahead and I’m going to go ahead and just start reading through some of this or letting you know.
So, if you go to actually it is Amazon.com/live so if you go there, you're going to see all of the current videos that are there and the first one is hysterical at least when I'm coming on here. It looks like a turtle with a hat with pigtails and Sunday Brunch with Willy Dragon. Oh, it’s a dragon. I get it. Let's see, the prop guy or something. So, it’s a hot sauce company. It was posted a day ago. Now, below the video, there is their hot sauce. They’ve got, it’s VINEGAROON Whip Scorpion Table Hot Sauce, $49. And then they have another one that is a smaller one. That must have been like maybe a pack. Then they have Sriracha Hot Chili Soy Sauce, six flasks for $29.99. So, again, they're utilizing this and they’re kind of be funny with the Sunday brunch with Willy Dragon. So, that's pretty funny.
[00:08:00] Scott: They also have recently lives so now you can see all the other ones. Easy DIY Shed Base Using True Grid and then so there they have a shed that they’re building and they’re showing you how to. And then they have here let’s see, Nursing Mamas, Boost Your Supply, and so that’s something on. Sweetie Pie Organics is one. We have True Grid Permeable Pavers. So, for outside. Washday with Coils by Nature Live. Let's see here. There's a whole bunch. So, the cool thing is just go over here and see what's happening like see what's going on over here and just pay attention like it's not always that you have to get into the game yet, but you can look and see what others are doing. And if you get into an early program like this, it might benefit you even if it doesn't last all that long, you were kind of the first one to get in there. It also gives you upcoming streams. There's one here coming up. It’s a Shoes Day with Soulmates. So, that one’s coming up.
And then it says at the very bottom of that page of Amazon.com/live if you go to that, there’s, “Are you a brand interested in live streaming?” and then you go to learn how and then there it pulls up the, “Download the app now.” So, “Engage with shoppers in real-time and drive sales with interactive live streams,” and it shows you kind of like what one would look like. You do this right from your phone so you're not doing this from your computer so that's why you have to download the app. This is why live stream. “Live streaming on Amazon brings interactive live video to the Amazon shopping experience.” So, it’s kind of like your QVC is kind of what they’re trying to do. And it says, “Drive sales. During your lives, shoppers can purchase your feature products in the carousel displayed next to your stream. Interact with viewers, chat and interact directly with shoppers as they watch your live stream. Be discovered, reach more shoppers on Amazon.com and build your brand through interactive live streams.”
[00:10:02] Scott: And then here they have a testimonial from Watch Your Mouth which is a game. I believe, the one that you put those things in your mouth when you try to talk, “Live streaming has helped increase daily business to our product detail page by 5X and significantly grew our sales,” and then it says. “How to live stream.” “Creating a live stream is easy. First, download the Amazon Live Creator iOS mobile app. Once you installed the app, you can stream your video content on Amazon.com on desktop,” oh okay. You can do it on desktop, “mobile and Amazon's mobile app. You can stream directly from your phone camera or through an encoder using a professional camera. Follow these steps and live stream today.” So, number one, download the Amazon Live Creator App on iOS device. Two, log in with the email address tied to your Seller Central account. Three, follow the in-app prompt to select the product you will feature. And four, schedule a live stream for a future time or go live instantly.
Where do you live streams appear? That’s a great question. So, where does it appear? “Your live streams appear on Amazon.com on desktop, mobile, and Amazon's mobile app in prominent places such as product detail pages, your store, and on Amazon.com/live. You could also pay to promote your live stream to reach even more customers.” That's interesting. Okay. “If you're a US professional seller, register in the Amazon brand registry, download Amazon Live Creator today. For questions contact Amazon Live Support at Amazon.com and then download the app.” That's it. So, pretty cool, very cool. What I thought was pretty cool is that we can actually promote this live which I'm a fan of because here’s something else you can do. We can take this exact same thing here, Amazon Live. Let's say that you're not brand registered, but you want to get into the live game. Well, here's what you could do. This is why I’m a big fan of doing Facebook lives.
[00:11:59] Scott: They’ve also helped us grow our new brand and we've been able to really take that content and then repurpose it, the whole bunch of cool things that we do. But the cool thing about this is let's say that you do like five Facebook lives for your company and let's say that it starts to get a little bit of traffic. Let's say you get maybe 10 people show up and you get some likes and a few comments so we call that social proof. It's like where people are engaging with the content and that's why also and I’ll give you guys a little bit of a framework here that if you do a Facebook live or a live in general, you can do these few things to kind of help, but what you want to do here is once you do those lives, you can then see which ones are kind of doing okay and then on Facebook, you can throw money behind that and start pushing those lives. So, that's the cool thing about it is now you have an ad in a sense that doesn't really appear to be an ad because it's really helping people and educating people, but you can then turn that into a live or, I’m sorry, a video that you can then promote, you can boost it.
And the other thing is, is as people are watching video in Facebook anyway, you're able to start taking those people that are watching 10 seconds or more and then bringing them into a custom audience that's being built behind the scenes doesn't cost you anything and then if you want to do a launch let's say, let's say that you want to do a launch in the future and you built up this audience of let's say 1,000 people that have consumed at least 10 seconds or more of your videos, you can then re-target those people only with your product or with your offer. So, if you did, let's say you’re doing bass fishing maybe a live feed where you're showing people how to catch more bass in the pond then you happen to have this special lure that was for the pond and people watched it so you know people have watched that video, they kind of know you, they know your brand, and then a month from now, they get an offer for a 10-pack of those lures at a 30% off discount because you're running a special for a certain time of year or it's your birthday or whatever the reason is. It's a flash sale.
[00:14:09] Scott: You can then target those people. So, it’s kind of like you built an email list but it's not an email list. It’s just a custom audience list that people have raised their hand by how much they viewed. You can also target people that have watched 25%, 50%, 75% or more also. So, really, really powerful. So, my thing is here whether you use this new Facebook or I’m sorry, this Amazon live or not, you should get into the live game and Facebook to me is a no-brainer, like you should be doing that if your brand allows you to do that meaning if there's things that you could be sharing with your market to help them in their decision to either buy products or even just learn more about what they’re into by getting them to raise their hand by watching you out in the pond to catching more fish over the weekend. So, that's what we’re talking about.
So, this is pretty exciting. It’s something that I'm excited to hear. If you guys are already doing this, if anyone is doing this, please email me, firstname.lastname@example.org. Let me know your results. Let me know how it's been. I'm really curious and maybe, just maybe, if you've done it already and kind of you went through the process a few times and you've gotten some results of some kind, whether it's good or bad, maybe we even get you on the podcast and we can do an episode. We can talk through it and kind of learn a little bit from your experience. I'm really curious on this, but really my goal here today was to just, number one, let you guys know about this thing if you didn't already know, and then from there, possibly using it and if you're not brand registered, you probably should start going through that process, which is a longer process. You have to get trademarked and all that stuff. But again, if you're not, you don’t have to wait to do live video. You can go jump on Facebook. There are so many benefits there because like I said, you’re creating custom audiences by going live. If your business doesn't have a Facebook fan page, get one. That's like action step number one.
[00:16:04] Scott: Now, the basic video formula I’m just going to touch on this because it’s really important is no matter what you're doing on video, maybe you want to jump on YouTube and you want to do some videos there which I'm a huge fan of, if you want to jump on Facebook, okay, if you want to jump on Instagram and do a live, whatever it is, okay, whatever, if it's on Amazon live, whatever it is, you always want to lead with the hook. Okay. People don't want to sit around and have you just jibber jabber and welcome this one and that one. You want it right out of the gate, you want to let people know what they're going to learn. So, it’ll be like, “Hey, guys, thanks so much for tuning in today. I’m going to share with you five tips to catch more bass in your next bass fishing tournament so you can have the edge over your competition. All right. So, that's we’re going to be talking about, five tips to catch more bass. All right. Now, before we get rolling, I wanted to let you guys know if you have any questions, comments, let me know. Drop them in and I’d be more than happy to answer those.”
So, what this is also doing too, by the way, is we’ve got the hook. That's why they’re there. That's what they want to learn and then number two, we’re getting the engagement started. That's why you want to keep that with an open loop in a sense to where you want to be like, “Hey, if you have any questions, if you have anything you want us to talk about, share, let us know and, oh, if you want to go ahead and give us a little love on this, you can like it, you can share it, you can thumbs up, whatever,” and on Amazon I'm not sure what you what you get there. You can comment there though. So, again, we just want to get those two things done really, really quickly and you want to repeat those as well. Not just the hook but you want to continue to repeat the call to action in a sense, which is, hey, do me a favor, comment. If you have any questions, if you have anything you want us to talk about the future or share in the future, let us know that too and then from there you dive into teaching, okay, and you get into the content.
[00:18:00] Scott: The cool thing about this too is then we can take that video if we want. We can repurpose it later in other places, a blog, a YouTube channel, whatever, or if we’re starting on YouTube we can then go to Facebook. There’s so much we can do with the video. So, anyway, that is the basic formula and then always end with another call to action. You know, that call to action will be like, “So, if you enjoyed this video on seeing how to catch more bass and you want to use those special lures that I was showing you, check them down below or check in the comments or I'll leave the link in the description down below,” or whatever. If you're on Amazon you’re going to be able to say, “Just check out the product I've already listed it below. You can go ahead and check out our famous bass lures and you can go ahead and start to catch more fish as soon as tomorrow,” like something like that. So, you always want the hook, you want to get the engagement started, you want to teach, give people what they came there to see, deliver on the promise, another call to action or two here and there.
And then from there, you can go ahead and end it with, “Hey, thanks. If you enjoyed this, if you think other people would enjoy it, feel free to share it and get the word out there about how to a catch more bass,” like that’s it like, okay, wrap it up. All right. So, that's it, like don't over complicate it. And the cool thing is, is once you do this, yeah, your first one might not be that great. Second one might be a little bit better. Third would be a little bit better. You’re going to learn. You’re going to get more comfortable. Just understand, it doesn't have to be perfect. It does not have to be perfect but here's the other thing I want to mention. All of this that we’re talking about can't really happen if you're just selling a one-off product. If you're selling a fidget spinner, it's kind of hard to do this. Number one, Amazon you’re not going to be able to do because you’re not really a brand, you're not brand registered. Maybe you are as a fidget spinner company. I don't know like maybe you are but unless you are a brand, you can't capitalize on this stuff. You can on Facebook. It’d be kind of weird.
[00:19:57] Scott: But if you have ways like if, again, going back to the bass fishing thing, if you’re bass fishing, there's hundreds, thousands probably of topics that you can talk about. Like, I don't know, if I’m a bass fisherman I’m’ going to show up every week and see what kind of new thing you're doing if you're like this person that I follow or this company that I follow that's always having these experts come on and show me new techniques on how to catch more bass, like, yeah, I would. If I’m a bowler and I want to improve my game, every week I might see new tips on this site that I'm following because they’re really good and they have really good people or maybe it's the person that's running it and I’m going to tune in. So, you just have to ask yourself. Does my business allow me to capitalize on this and be able to do this? This is what we talk about as far as building those additional assets and those things in the future that we can grow and that we can scale but if you don't have the market pinned down and the submarkets, you can't really do this.
So, again, here’s my little shameless plug would be definitely check out my guide, the 10-step formula to basically go through this process and figured out from the start to where you're going to end up and where you can grow and where you can add these components down the line. So, if you haven't grabbed a copy, definitely check out ECOMBizBook.com. Again, yes, you will buy me a cup of coffee and yes, I will enjoy that cup of coffee, but you will get a ton of value and that right there will really give you the roadmap to execute in the future. It’ll show you where you're going. It’ll allow you to also know that you can go there because the last thing you want to happen is for you to put all this energy and then go, “Oh wait a minute here, I can't really do all that stuff because I didn't really plan that stuff and really kind of investigate it.” You want to do that stuff.
[00:21:42] Scott: So, that is going to wrap up this episode. I just want to jump on here and really let you know about this new exciting Amazon live thing that they have going on now. It's very, very new as of right now depending on when you’re listening to this, of course, but it sounds like it's a really cool program. Again, I don't know how well it's going to compete with Facebook lives. I think Facebook lives are still going to be a really, really awesome tool for us to be able to use and there are so many ways that we can repurpose that stuff later and then run ads to it and all that stuff. So, Amazon live, too early for me to tell. Facebook lives definitely, definitely get into the game. All right. So, guys, that is it. That's going to wrap it up. The show notes can be found at TheAmazingSeller.com/645 and again if you want to grab a copy of the 10-step formula then head over to ECOMBizBook.com.
All right, guys. So, that's it. That's going to wrap it up. As always, remember, I’m here for you, I believe in you, and I am rooting for you, but you have to, you have to, come on, say it with me, say it loud, say it proud, take action! Have an awesome amazing day! And I’ll see you right back here on the next episode.
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