#401 - How TO Launch A Product On Amazon with Influencer Marketing

This episode explores the challenges and opportunities in influencer marketing for eCommerce businesses, particularly on Amazon. Against the backdrop of a highly competitive Amazon marketplace and rising PPC costs, the guest, William Gassner, founder of Stack Influence, details his journey from a handmade products seller to building a successful influencer marketing platform. More significantly, he highlights the effectiveness of working with micro and nano-influencers (those with under 100,000 followers) for product seeding, emphasizing the higher engagement rates and brand authenticity this strategy offers. For instance, Gassner recommends a budget of $3,000 for a product launch campaign involving 100-300 micro/nano influencers, emphasizing the platform's transparent pricing and comprehensive vetting process. As the discussion pivoted to overcoming the "cold start problem" on Amazon, Gassner advocates for prioritizing influencer marketing over PPC initially to build brand awareness and provide the algorithm with crucial sales data. This approach, he argues, leads to better organic rankings and higher conversion rates (ideally above 10%), ultimately reducing reliance on expensive PPC campaigns. What this means for eCommerce entrepreneurs is a shift towards a more holistic marketing strategy that leverages the power of authentic user-generated content and strategic partnerships with influencers to achieve sustainable growth.