{"id":1318,"date":"2020-01-14T23:02:20","date_gmt":"2020-01-14T23:02:20","guid":{"rendered":"https:\/\/www.futurestatemedia.com\/?p=1318"},"modified":"2023-07-02T12:45:44","modified_gmt":"2023-07-02T12:45:44","slug":"traffic-vs-audience-for-amazon-sellers","status":"publish","type":"post","link":"https:\/\/www.futurestatemedia.com\/en\/traffic-vs-audience-for-amazon-sellers\/","title":{"rendered":"Traffic Vs Audiences For Amazon Sellers"},"content":{"rendered":"<p class=\"wp-block-paragraph\">In this episode of the External Traffic For Amazon Sellers Podcast I\u2019m going to define and compare traffic and audiences and why understanding the difference is vital for Amazon Sellers above all other eCommerce entrepreneurs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In these early episodes of this <a href=\"https:\/\/www.futurestatemedia.com\/en\/introduction-to-the-external-traffic-for-amazon-sellers-podcast-for-ecommerce-entrepreneurs\/\">Amazon Seller Podcast<\/a> I\u2019m trying to bring you the core concepts that sit behind the strategies that we\u2019ve observed, modified and implemented for my eCommerce brand, and this episode is no exception.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">My aim is to get you thinking beyond the surface and a little more deeply about the advice you follow and maybe the actions you take.<\/p>\n\n\n\n<div style=\"height:88px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<!--more-->\n\n\n<div itemscope itemtype=\"http:\/\/schema.org\/AudioObject\"><meta itemprop=\"name\" content=\"Traffic Vs Audiences For Amazon Sellers\" \/><meta itemprop=\"uploadDate\" content=\"2020-01-14T23:02:20+00:00\" \/><meta itemprop=\"encodingFormat\" content=\"audio\/mpeg\" \/><meta itemprop=\"duration\" content=\"PT14M07S\" \/><meta itemprop=\"description\" content=\"I\u2019m going to define and compare traffic and audiences and why understanding the difference is vital for Amazon Sellers above all other eCommerce entrepreneurs\" \/><meta itemprop=\"contentUrl\" content=\"https:\/\/media.blubrry.com\/external_traffic_for_amazon\/content.blubrry.com\/external_traffic_for_amazon\/Traffic_vs_Audience_for_Amazon_eCommerce_Sellers.mp3\" \/><meta itemprop=\"contentSize\" content=\"13.0\" \/><iframe loading=\"lazy\" src=\"https:\/\/player.blubrry.com\/?media_url=https%3A%2F%2Fmedia.blubrry.com%2Fexternal_traffic_for_amazon%2Fcontent.blubrry.com%2Fexternal_traffic_for_amazon%2FTraffic_vs_Audience_for_Amazon_eCommerce_Sellers.mp3&amp;podcast_link=https%3A%2F%2Fwww.futurestatemedia.com%2Fen%2Ftraffic-vs-audience-for-amazon-sellers%2F#mode-Light&border-000000&progress-000000\" scrolling=\"no\" width=\"100%\" height=\"165\" frameborder=\"0\" id=\"blubrryplayer-1\" class=\"blubrryplayer\" title=\"Blubrry Podcast Player\"><\/iframe><\/div><p class=\"powerpress_links powerpress_links_mp3\" style=\"margin-bottom: 1px !important;\">Podcast: <a href=\"https:\/\/media.blubrry.com\/external_traffic_for_amazon\/content.blubrry.com\/external_traffic_for_amazon\/Traffic_vs_Audience_for_Amazon_eCommerce_Sellers.mp3\" class=\"powerpress_link_pinw\" target=\"_blank\" title=\"Play in new window\" onclick=\"return powerpress_pinw(&#039;https:\/\/www.futurestatemedia.com\/en\/\/?powerpress_pinw=1318-podcast&#039;);\" rel=\"nofollow noopener\">Play in new window<\/a> | <a href=\"https:\/\/media.blubrry.com\/external_traffic_for_amazon\/content.blubrry.com\/external_traffic_for_amazon\/Traffic_vs_Audience_for_Amazon_eCommerce_Sellers.mp3\" class=\"powerpress_link_d\" title=\"Download\" rel=\"nofollow noopener\" download=\"Traffic_vs_Audience_for_Amazon_eCommerce_Sellers.mp3\" target=\"_blank\">Download<\/a><\/p><p class=\"powerpress_links powerpress_subscribe_links\">Subscribe: <a href=\"https:\/\/www.futurestatemedia.com\/en\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_rss\" target=\"_blank\" title=\"Subscribe via RSS\" rel=\"nofollow\">RSS<\/a> | <a href=\"https:\/\/podcasts.apple.com\/gb\/podcast\/external-traffic-for-amazon-sellers\/id1494642778?mt=2&amp;app=podcast\" class=\"powerpress_link_subscribe powerpress_link_subscribe_more\" target=\"_blank\" title=\"iTunes\" rel=\"nofollow noopener\">iTunes<\/a><\/p>\n\n\n\n<div style=\"height:72px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">What is the difference between traffic and an audience?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Traffic is largely made up of:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Existing customers<\/li>\n\n\n\n<li>Retargeted website visitors<\/li>\n\n\n\n<li>Fresh leads<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">An audience is made up of:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>People who you get to communicate with again and again, with their permission, based on them having opted in or having already purchased from you.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:69px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Why is the difference important?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The existing, generic advice out there &#8211; almost now accepted as a mantra &#8211; \u201cBuild an audience\u201d doesn\u2019t take into account YOUR business.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What does YOUR business need?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This generic advice is borne out of the idea that an audience is higher converting &#8211; they\u2019ve already bought in a lot of cases, so hey\u2026 that&#8217;s probably true.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And fresh traffic, new leads are way back at the top of the funnel &#8211; so they\u2019re \u201cexpensive\u201d to get from top of the funnel, right the way to the bottom where your \u201caudience\u201d already is.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In eCommerce however, this view needs to be interrogated.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">An audience might be high converting, but if they\u2019ve already converted and your product isn\u2019t a consumable product, what\u2019s the next sale going to be?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There are largely 4 different types of products, in relation to different sales frequencies:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>High frequency consumables &#8211; Protein shake powder maybe<\/li>\n\n\n\n<li>Low frequency \/ seasonal consumables &#8211; diaries<\/li>\n\n\n\n<li>Products forming a complimentary range or collection<\/li>\n\n\n\n<li>Non-consumable<\/li>\n<\/ol>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">When are Audiences Awesome?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Audiences are great for frequent repeat purchases.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They&#8217;re not bad for low frequency purchases.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They can be ok for products forming a complimentary range, but there&#8217;s going to be some resistance moving an audience from one product to another, to another (and you need to be able to launch the products to keep up with having something new to offer!)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Audiences are poor for non-consumable products, your only hope is to try and get referrals from Audience members who you might not have had the chance to build a lasting relationship with in a single transaction.<\/p>\n\n\n\n<div style=\"height:59px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">When is Traffic Amazing?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Traffic on the other hand.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Consisting of &#8220;Fresh Leads&#8221; is great for 3 and 4, products forming a complimentary range and non-consumable products.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They might be lower converting than an audience for a high frequency consumable, but if you&#8217;re not selling high frequency consumables it&#8217;s irrelevant.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For MANY products, and many Amazon Sellers, fresh traffic actually makes a lot more sense than an audience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Deciding which you put the effort into, or how much effort you put into each, is strategically significant for your business.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.futurestatemedia.com\/en\/how-to-drive-traffic-to-your-amazon-product\/\">Knowing how to drive traffic to your Amazon Listing profitably<\/a> is the key challenge, but that&#8217;s for another episode!<\/p>\n\n\n\n<div style=\"height:62px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Final Thoughts<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Think about your product and what will perform best in terms of ROI.<\/li>\n\n\n\n<li>There may be lots of evidence to support high conversion rates for audiences of customers, but this might also be because of the PRODUCT PURCHASE FREQUENCY.<\/li>\n\n\n\n<li>Trying to extract the value out of an audience that&#8217;s already spent is wasted effort with diminishing returns (unless you can launch enough products to keep up, adding complimentary range items like Away Travel)<\/li>\n\n\n\n<li>Fresh leads (qualified leads) are likely to be a richer and more fruitful source of sales for an Amazon seller with a product that doesn&#8217;t have a high frequency purchase cycle.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Resources<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Brett Curry and Austin Brawner on the Ecommerce Influence Podcast talking about <a href=\"https:\/\/www.ecommerceinfluence.com\/why-some-brands-scale\/\" target=\"_blank\" rel=\"noopener noreferrer\">Why Some Brands Scale Up While Others Flop<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this episode they provided some really interesting Ads costs, but also talked about <a href=\"https:\/\/www.awaytravel.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Away Travel<\/a> as a case study and how they leveraged good Lifetime Customer Value by launching MORE and MORE products to extract the value from their list.<\/p>","protected":false},"excerpt":{"rendered":"<p>In this episode of the External Traffic For Amazon Sellers Podcast I\u2019m going to define and compare traffic and audiences and why understanding the difference is vital for Amazon Sellers above all other eCommerce entrepreneurs. In these early episodes of this Amazon Seller Podcast I\u2019m trying to bring you the core concepts that sit behind&hellip; <a class=\"more-link\" href=\"https:\/\/www.futurestatemedia.com\/en\/traffic-vs-audience-for-amazon-sellers\/\">Continue reading <span class=\"screen-reader-text\">Traffic Vs Audiences For Amazon Sellers<\/span><\/a><\/p>","protected":false},"author":3,"featured_media":1728,"comment_status":"closed","ping_status":"closed","sticky":true,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[23],"tags":[],"class_list":["post-1318","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-traffic","entry"],"_links":{"self":[{"href":"https:\/\/www.futurestatemedia.com\/en\/wp-json\/wp\/v2\/posts\/1318","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.futurestatemedia.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.futurestatemedia.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.futurestatemedia.com\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.futurestatemedia.com\/en\/wp-json\/wp\/v2\/comments?post=1318"}],"version-history":[{"count":0,"href":"https:\/\/www.futurestatemedia.com\/en\/wp-json\/wp\/v2\/posts\/1318\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.futurestatemedia.com\/en\/wp-json\/wp\/v2\/media\/1728"}],"wp:attachment":[{"href":"https:\/\/www.futurestatemedia.com\/en\/wp-json\/wp\/v2\/media?parent=1318"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.futurestatemedia.com\/en\/wp-json\/wp\/v2\/categories?post=1318"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.futurestatemedia.com\/en\/wp-json\/wp\/v2\/tags?post=1318"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}