Introduction to Full-Funnel Marketing
Many shoppers on the Amazon marketplace tend to focus their searches on the first page of results specifically on the first few products on that page. This highlights the importance of having a strong presence on the first page of search results, as well as the importance of optimizing your products’ listings to make them more attractive to shoppers.
In this article, we will look at the funnel’s various stages and discuss how businesses can use a full-funnel marketing approach to reach consumers at each stage.
What is Full-Funnel Marketing?
Full-funnel marketing is a comprehensive approach that involves reaching potential customers at every stage of the purchasing process. When it comes to Amazon’s growth, this approach is effective as it allows businesses to target a wide range of consumers and increase the chances of converting them into customers
It can be highly effective in driving demand for products in businesses to target shoppers at various stages of their purchase journey. For example, the brands can use sponsored ads to capture the attention of shoppers who are searching for products like theirs and provide detailed information about their products through a sponsored display or video ads to help shoppers make informed decisions.
How does Full Funnel Marketing Work?
There are four stages of full-funnel marketing. Let us discuss these stages briefly.
- The first stage of the funnel is awareness. This is where potential customers first become aware of a product or brand. You invest in growing reach amongst a universe of prospective audiences. For businesses on Amazon, this stage is crucial, as it is where they can capture the attention of consumers who are actively searching for products like theirs. To reach consumers at this stage, the brands can use Amazon DSP In-stream video, Fire TV, and IMDB ads to measure the impressions and clicks they receive to create awareness.
- The next stage in the funnel marketing method is the consideration stage. It drives engagement with the relevant audience. At this stage, potential customers research products and compare different options. Businesses can use ads that provide more detailed information about their products, such as Amazon DSP-Display, sponsored brands, stores, or gamification quizzes. It helps measure the CTR, and new-to-brand customer percentage. These ads help educate consumers about the features and benefits of a product.
- The third stage is conversion. At this stage, potential customers are ready to make a purchase. To reach consumers at this stage, businesses can use targeted ads, such as sponsored products or sponsored display ads. These Amazon ads can be used to check the ACOS orders. It reminds consumers about the product and encourages them to make a purchase.
- Finally, the last stage of the full-funnel marketing approach is loyalty or retention, where businesses focus on keeping customers engaged and satisfied with their products. This can be done through post-purchase email follow-ups, offering a loyalty program, cross-selling/upselling related items, and/or providing exceptional customer service.
Why is Full-Funnel Marketing Important on Amazon?
- Full funnel marketing is important on Amazon for many reasons. One of the main reasons is that it allows businesses to target shoppers at various stages of their purchase journey. It can increase the chances of converting shoppers into customers.
- Another reason is that it helps increase visibility and drive demand for products. With different ad types and optimizing product listings, businesses can increase their visibility and make their products more appealing to shoppers. This can lead to increased sales and improved brand recognition on Amazon marketplace.
- It allows businesses to understand and target their audience. It helps them to learn more about their target audience, including demographics, search behaviors, and purchase patterns, to create more effective funnel marketing strategies or campaigns and improve overall performance.
- In addition to that, it also helps businesses to build brand awareness and consideration. By capturing the attention of potential buyers at the initial stage and nurturing them through the rest of the funnel, businesses can increase the chances of the shopper selecting their brand when they are ready to make a purchase.
- It helps to increase customer loyalty, reduce customer acquisition costs, and improve customer lifetime value. By providing excellent customer service, and understanding your customers’ needs and purchase journey, businesses can retain customers and increase their lifetime value.
How to Create a Full-Funnel Marketing Strategy for Brands on Amazon?
Creating a full-funnel marketing strategy for Amazon sellers involves several key steps:
- Understand your audience: The first step in creating a full-funnel marketing strategy is to target your audience. It includes researching demographics, search behaviors, and purchase patterns.
- Define your goals: Once you understand your target audience, you can set specific goals for your Amazon Ads. These goals should align with the needs of your target audience.
- Use different ad types: There are several Amazon ads available, each with its strengths and weaknesses. You will need to use various ad types to reach the consumers.
- Optimize your product listings: Your product listings are an important part of your full-funnel marketing strategy. They are the first thing that shoppers see when they find your products, so it is important to optimize them to make them as attractive as possible.
- Utilize retargeting: Retargeting is the process of showing ads to shoppers who have previously shown an interest in your products but have not made a purchase yet. Utilize retargeting ads to remind shoppers about your products and encourage them to make a purchase.
- Measure and adjust your strategy: Once your full-funnel marketing strategy is in place, it is important to regularly measure and analyze your performance to understand what is working and what is not. Use this data to adjust your strategy and improve your Ad campaigns’ performance.
- Post-purchase engagement: After the customer makes a purchase, businesses should focus on keeping them engaged and satisfied with their products. It can be done through post-purchase email follow-ups, offering a loyalty program, cross-selling/upselling related items, and/or providing exceptional customer service.
In conclusion, a full-funnel marketing approach is an effective way to increase sales on Amazon, as it allows businesses to reach consumers at every stage of the purchasing process. Different ad types can capture the attention of potential customers, provide them with detailed information about their products, and convert them into customers. To achieve success, understand the target audience and optimize your ads to cater to the needs of each stage and build a loyal customer base.