In this episode we go through Post Launch Monitoring:
Time-Stamped Show Notes:
• 00:40 – What is Post Launch Monitoring?
• 02:22 – Keyword Rank Monitoring.
• 04:01 – Example of a keyword change.
• 06:06 – When to do a second launch.
• 07:24 – What are Super URLs?
• 11:30 – Dealing with / Tactics to get rid of negative reviews.
• 13:05 – Danny’s recommendation on how to actually reach out to customers.
• 15:22 – Stand Up Desk and tips keeping out with shape, body and health.
• 17:43 – Action steps for post launch monitoring.
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Disclaimer: As with any digital marketing campaign, your individual results may vary.
Full Transcript of The Episode
KenjiROI Intro: [00:00:00] Are you looking to optimize your mindset and lifestyle for success in today’s business world? You’re in the right place. This is where you get to build your freedom through promoting through Facebook and selling on Amazon. Welcome to Actualize Freedom with your hosts Wilson and Danny.
Danny: [00:00:23] This is Actualize Freedom. The no-bullshit podcast for hacking your freedom through selling on Amazon and lifestyle optimization. My name is Danny Carlson.
Wilson Lee: [00:00:33] And my Name is Wilson Lee. Today we are actually going to be sharing with you some nuggets on post launch monitoring. So what does post launch monitoring mean, Danny? .
Danny: [00:00:40] So basically after you launch your product on Amazon, the product launch is one thing in itself right? You want to gain that search volume to actually get the keyword ranking to show up on the search results on Amazon. But there’s also a whole set of things they have to do after the launch just to make sure that everything is going good. Tweak it and refine it. You know I wish it was as easy to just launch your product from then letting them be, but this episode is going to be all about that. So we’re talking about keyword rank monitoring and how to use that information to actually tweak your listing going forward, dealing with negative reviews, and when you should do a second launch if your first launch is not performing well, when the point to do that is. Then the lifestyle optimization topic we’re going to be talking about is standup desks which, funny enough, I’m sitting at my standup desk right now. So that we’re going to be doing that episode at the moment.
Wilson Lee: [00:01:34] A lot of people actually talk about the launch formula and everyone really cares about the launch and I actually think that post launch monitoring is equally as important if not more important because this is where you’re able to optimize your listing. This is where you’re able to see the numbers. This is where you’re able to make the changes that really make a difference which you don’t see. So.
Danny: [00:01:54] Oh absolutely. It’s basically, when you launch, you have the theory. It’s like OK I got to launch with this listing, optimize for these keywords and hopefully I’m going to rank on the search results for the main keywords, but maybe that’s not going to work. And so you have to tweak. You have to change your strategy a little bit. Maybe some other keywords that you didn’t think are going to work as well or actually your best ones. And now you have to change your listing to go after that. So let’s dive right into the keyword rank monitoring here. So it’s important to make sure the rankings to your main keywords are maintained or else you’re not going to have the organic sales right. So let’s say that your product is grill brush then your main cure for that product is probably going to be grill brush. Like brush will be too broad or be something else and like barbecue grill brush and maybe a little bit too specific. So your main keyword is why you should be focusing on here. And if you’re not tracking that on a regular basis and you don’t really know if you’re making progress or not. You can be making all these tweaks to you listing and if you’re not tracking your rank monitoring then you have no idea if that’s doing you more harm than it is good. So it’s super super important. I like to use a software Sellics is really good for this. AMZ tracker is really good as well. But Sellics I prefer because it has an actual graph. You can see over time like a list of a bunch of different search phrases, keywords that you’re monitoring and then it’ll show over time if they’re going up or down. You can even make little notes on certain dates. You’re like okay on this date I change the title to say this. I don’t necessarily recommend changing the title very often or lightly but let’s just, in this example, I changed it on this date. Then you can see over the course of the next few weeks, Oh that actually gave me a really big spike in keyword ranking for that particular keyword. So it’s all about tracking your progress and then using that data to make decisions about how you are actually going to change your listing.
Wilson Lee: [00:03:52] Can You give us an example of when does like a main keyword actually changes and does it even change at all?
Danny: [00:04:01] A main keywords so basically.. What’s a good example here.. So let’s say that you think that your main keyword is grill brush when your product is actually a little bit more specific. So your product is like let’s say it’s a grill brush that also has an electronic fan attached to it. So that is you know keeping it cool while you’re grilling your barbecue but that’s a terrible terrible product idea. Please don’t actually do that. But don’t be a little bit more specific. So if you’re trying to rank for grill brush as your main keyword. Maybe not everyone who wants a grill brush actually cares about that. So your main keyword might be something totally different. And it’s not until after the launch that you’re starting to see, oh hey like actually a lot of my sales are coming through this keyword and so it makes sense for me to change the focus onto that be my main keyword would be real brush with fans. So stupid. I can’t believe I just came up with that idea. That was stupid.
Wilson Lee: [00:05:00] I do know what you mean because a lot of time we were thinking that it would be great idea for us to rank for this really competitive main keyword. At the end of the day, that might not be the keyword that would convert for you because it’s getting like tens of thousands of searches each month. So if you’re running PPC campaign to it, it’s not going to convert. It’s way too competitive and people are searching for way more other stuff than your titanium grill barbecue brush or whatever the case may be with a fan. So I mean if that’s your product, you need to understand to really fine tune what are the keywords that actually matter for you. What are the people that really are looking for that specific product? What are they typing? What are they searching? That itself is your keyword. So it takes time to find and it takes time to test and it takes time to see results on what is actually performing for you to be able to understand Hey, this is now my keyword. You can have multiple main keywords with different variations and whatnot, but at the end of the day it takes time for us to find out.
Danny: [00:06:06] Oh Absolutely. And that segway is really nicely into how to figure out when to do a second launch or not. So let’s say that you did a lot for your main keyword grill brush. It’s really not sticking because yours is a grill brush with a fan right. Your customers are searching more for grill brush with a fan. It’s not really resonating with the people who are typing grill brush too much. So maybe now would be the time to do a second launch. Now that you know that grill brush with fan is actually your main keyword, then you can do a second launch targeting that keyword. And this is really important guys. There’s numerous ways like storefront URLs, super URL, variations and stuff like that. This is constantly changing on Amazon all the time. So make sure that you’re not using some old outdated type of URL to launch your product or it can actually do you more harm than good. So spend some time around Facebook groups. Stay updated. Listen to a lot of podcasts like this for the latest information, the latest stuff of URL you can use that target a specific keyword in your launch.
Wilson Lee: [00:07:08] OK so you mentioned a bunch of different really big jargons super URL and so on and so forth and I think some of our listeners who don’t understand what is the concept of super URL. Can you explain and give us like a one minute just of what are super URLs?
Danny: [00:07:24] Totally. So I mentioned super URL, storefront URL, they’re all based off the same concept. So basically you have Amazon.com slash and then after that if you’re on drawing any page, let’s say that you searched for grill brush and then clicked on a product, you’ll notice that Amazon will include grill brush like your actual search term in the URL. So to say grill brush plus like the ASIN number plus a whole bunch of other random stuff. So Amazon uses the URL as a way to track where that click is actually coming from. So the theory with a super URL is if you actually add the keyword that you’re targeting into the URL, every person who clicks on that, it tricks Amazon into thinking that the customer search for that keyword and then purchase your product. So that gives it your ranking because if a customer searches for your target keyword, let’s say grill brush and then they buy their product and they attribute keyword ranking to that keyword grill brush.
Wilson Lee: [00:08:27] A majority of the time like that’s precisely what it is. A majority of time of how this is applied is through driving external traffic to your listing. We’re not talking about people who are actually searching on Amazon and then you teach them or tell them to like, you know what change the link here and make us grow. No no no no. We’re talking about either running Facebook ads, your own e-mail list, whatever the case may be that people can click on the link. It’s like you know what, buy now before it runs out or just back in stock, click on this link and then that link would run them to that Super URL. So then it would trick Amazon into thinking that people actually were searching on Amazon for that specific keyword and in turn was able to have sales and if you combine sales velocity with people searching for that specific keyword, it just gives them more credit and as they get more credit it goes up higher in the ranking. That’s exactly how it works. Now in terms of like diving deeper on how do you utilize super URL at this point, that is working with Amazon’s TOS. I think that requires another whole new episode altogether because you know they’re constantly changing their TOS and I mean at this point I don’t think we should talk too much in depth about this.
Danny: [00:09:44] Yeah It’s something that’s very technical and like I said it changes so often that I don’t feel comfortable just telling you, Yes do this type of URL because you know two weeks from now or a month from now that might actually hurt your ranking more than anything else. So make sure that when you’re doing your product launch when the time actually comes, talk with the company that you’re using like Viral Launch or MarketHustl or one of these promotion companies. Consult with them what is the current URL they’re using and then cross-reference that with what you’ve been learning in Facebook groups talking with other Amazon sellers, what you’ve been learning in courses, what you’ve been learning on podcasts. So super important they say on top of that.
Wilson Lee: [00:10:25] Totally.
Danny: [00:10:26] OK. Now there is another part of this that is super super important. It’s a good time to transition into dealing with negative reviews because after your launch, one of the biggest struggles is actually getting enough reviews to be competitive with your competitors. And if your first couple reviews are negative, that can literally be the death sentence because let’s assume that you have only 10 reviews and you have a couple two star or one star reviews out of those 10, your average star rating is going to be horrendous and it’s going to look like it’s a crap product right. So especially in the beginning, monitoring your reviews and trying to make the negative reviews that pop up go away by helping out customers is super super important.
Wilson Lee: [00:11:09] Totally. You know what it’s so frustrating when you get negative reviews on products that is not even yours. You’re not even selling the product and someone hijacked your listing and someone leads a negative review because based on that person’s product. Like it’s such a shitty feeling because like what can you do at this point.
Danny: [00:11:30] Yeah There is a few good tactics to actually get rid of it and really big companies do this too. Even companies that have thousands of reviews. Anker I believe they’re the number 5 seller on Amazon or something like that. They do a bunch of cellphone products and battery packs and stuff like that. One thing they commonly do with people who leave negative reviews is to have a customer support rep reach out to them and they’ll offer them for free. The top of the line model of whatever product they were doing. So you see quite commonly some of these negative review about one of their battery packs but it’s like one of their cheaper battery packs. The customer support rep will just reach out to them, Hey do you want are you know what 120 dollar battery pack that’s like way better than the one you purchased for free. And the customer is so blown away by that that a lot of the time they’ll go back and they’ll change it from 1 star to a 5 star or at least from 1 to a 3 or if they won’t change the star rating, they at least edit their view and say, Oh update from the company: the company reached out to me and they gave me the top of the line amazing battery pack. Like I’m really impressed by their customer support. So that really gets rid of a lot of the weight of that review. When a customer is reading that negative review, you see all two stars but then they see Oh the company actually reached out and they made it OK. So they feel comfortable that is not going to happen to them.
Wilson Lee: [00:12:50] Totally I think that’s exactly what it is. Now in terms of reaching out to people who are giving you negative reviews, how would you recommend to our listeners the ways to actually reach out to them because Amazon doesn’t give you their e-mails/
Danny: [00:13:05] Yeah I mean you can reply to their review publicly. That’s another good thing to do anyways. Even if you can’t actually get a hold of the person, definitely reply to the review in the review section because other people will see your review and your response. And it’s important to show that you are at least trying to reach out to that customer. You’re trying to make a right even if you don’t actually get a hold of them. Now there are other sneakier ways to you know identify who the reviewer is. Sometimes again that’s the thing that’s Amazon doesn’t really like is ways pop up here and there that worked for a while and then the software just shut down. It doesn’t work. But if you do want to be sneaky just do a google search for how to find software for finding your Amazon reviewers. You’ll be able to find something.
Wilson Lee: [00:13:55] Okay gotcha. So there are ways around it?
Danny: [00:13:58] There Are ways around it. Just be aware that it is technically frowned upon by Amazon to reach out to customers in ways that they explicitly aren’t able to because a lot of the time, Amazon customers actually blacklisted themselves from the emails. It’s something that happened like six months ago that Amazon customers can opt out of receiving any emails from sellers that aren’t directly related to the order. So in this case they wouldn’t actually receive your messages when you’re reaching out to them through Feedback Genius or the actual Amazon follow up sequence system within Amazon’s own email system. You technically can still send them a message if it is directly related to the order like a shipping update or you know something going wrong with their order, but this would definitely fall outside of that. So if you get caught contacting a bunch of customers under the guise of it being an order issue when you’re really trying to get them to remove their 1-star review or something like that then Amazon, Yeah I would stay clear of doing that.
Wilson Lee: [00:15:04] Be Very cautious when you’re doing this, right?
Danny: [00:15:07] Totally.
Wilson Lee: [00:15:09] Yeah. So I mean like with us just hustling like so many hours on a daily basis, what are some of the hacks and tips that you have for us in terms of like you know still keeping up with our shape and our body and our health.
Danny: [00:15:22] Yeah. Well I mean you and I are both just like super super built studs so you know look look at these. See that massive bicep right there. I do it all with something called a standup desk. That is my secret to being this cut and built. Oh just messing with you guys, but seriously stand up desk. I wouldn’t be able to work such long hours and work so hard if I was sitting down all day. I’ve gone through long periods where I would just work 8 10 12-hour days. I’d be sitting down for at least 9 or 10 of those hours. And it really drains your body like there’s a lot of science coming out now saying that sitting is like the new smoking. It stops the blood flow in your body a whole lot more. So like less blood is actually getting to your brain. It’s puts weird bends in your body that will put more strain on your back like gravity is actually pulling at your back and your different muscles in different ways. And it just keeps your energy going through the day a lot more just you know. You don’t have to be standing up the entire time. You should have one that goes up and down. But I try to be standing at least a 65-70 percent of the day I’d say.
Wilson Lee: [00:16:35] Wow. I have yet to have a stand up desk and it’s something that I always hear people like you, high performers and high achievers and that’s something that I should definitely look into.
Danny: [00:16:44] Oh Totally yeah. One thing I really like to do is I put on some music and you can kind of just like dance around to the music. So your hands on your keyboard and your mouse but you just be like bump it out in the zone and dance it around instead of sitting there with your back on so you’re like Oh like I’m almost done this. I can’t wait until lunch break. It seriously makes a huge difference on your mood and your productivity. And one really interesting stat that I found was sitting six or more hours a day at your desk increases the risk of death within 15 years by up to 40 percent. That’s one of the stats that is being thrown around by the anti-sitting party out there. So something to think about though seriously.
Wilson Lee: [00:17:27] Wow Wow wow. That very very and some crazy stuff right there. Wow. So OK. So the end of this episode, let’s look at the action steps. What are the action steps for post launch monitoring?
Danny: [00:17:43] Ok So first guys sign up for some rank tracking software. Try out some free trials of them first. But I would recommend not signing up for more than two because it’s an endless rabbit hole just trying to find the best Amazon software. There’s always something new. There’s always a shiny new software with one extra little feature and telling you right now it is not worth that one shiny little extra new feature to spend your know four hours comparing the softwares and switching over. Just find one that works and do it. So I personally recommend Sellics for this. You can go to ActualizeFreedom.com/Sellics to find out more about that one. Monitor your listings daily after the launch. Respond to the negative reviews as soon as possible. I’m trying to get a hold of the customers with how he mentioned. Respond to it as a comment publicly trying to be as helpful as possible and just bite the bullet offer them a brand new product. Offer them whatever full refund plus a brand new product. It may sound like it’s expensive but it is. Believe me it is way more expensive to have a one star review sitting there for any period of time than it is that just pay that 20 bucks or 30 dollar loss or whatever it is and get rid of that negative review. Decide whether or not you need to do a second launch, whether you need another keyword that you want to target in a second launch or if you want to do another launch for your main keyword. It just needs a little bit of extra juice. Maybe get up to page one or get from the bottom of page one up to mid page one or whatever you’re trying to do. And then for stand up desk, I’d recommend before you go buy a stand up desk, try to make your own mock stand up desk. You can just find a box and like stick it on top of your current desk and prop up your laptop on there. You can go there’s some cool cardboard things. One thing I saw a buddy at a coworking space here, he had this fold out cardboard stand up desk. It cost him almost no money and he could just like pull it out of the side and just unfold it and there’s this little stand up desk. So see if it’s for you. If you like it, definitely worth the investment. Here in Canada, you can buy one from IKEA for 280 dollars or something like that. There were crank up and down and you know like I said earlier that could actually decrease your risk of death by 40 percent for the next 15 years. So it’s worth that in my opinion.
Wilson Lee: [00:20:04] So guys, show notes can be found at ActualizeFreedom.com/12. ___ like us. If you guys want any resources, if you guys want us to dive in deeper and any kind of topic, leave us a review, Let us know how we’re doing man. That’s the only motivation for us to actually create these episodes to bring you value, to share with you guys what works and what doesn’t work.
Danny: [00:20:28] That is awesome. Thanks for joining us on this episode guys. Take action. Let us know if you have any questions. Go into the Amazon Value Library Facebook group. Wilson and I are in there answering questions every day. Let us know what you think of this podcast. And another shameless plug, just subscribe subscribe subscribe. Do it. Just do it.
Wilson Lee: [00:20:47] I had an awesome day. I’ll see you guys next week.
Danny: [00:20:49] Cheers.
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KenjiROI Outro: [00:22:02] Thanks So much for listening to this episode of Actuaize Freedom with Wilson and Danny online at ActualizeFreedom.com. If you like today’s episode, please review and subscribe. And we’ll catch you next time.