At its core, a full-funnel marketing strategy comprises four key stages: Awareness, Consideration, Purchase, and Retention.
Awareness: Think exposure via inbound marketing — catching potential customers off guard. It’s about planting seeds and making your brand top of mind. Utilize social media, or other channels to entertain and introduce your brand.
Consideration: This is the phase where potential customers evaluate your product. They realize a need or want, exploring options. Ensure your brand stands out during this research phase through targeted ads and engaging content.
Purchase: Once in the purchase phase, customers are ready to buy. Factors like good customer service, fulfillment, pricing, and quality become crucial. The aim is to facilitate a smooth transaction and convert the consideration into a purchase.
Retention: After purchase, retaining customers is key. Focus on factors like product quality, brand authority, convenience, pricing, and excellent customer service. Loyalty incentives, subscription offers, and retargeting campaigns play a vital role in keeping customers engaged.
Building a Full-Funnel Marketing Strategy:
Let’s apply these concepts to Amazon:
1. Awareness Stage:
Leverage audience targeting with product related interests.
Utilize DSP (Demand-Side Platform) for granular targeting based on your product interests.
Invest in visually appealing creatives to grab attention.
2. Consideration Stage:
Target high-traffic keywords for your product.
Optimize product listings for conversion with detailed information.
Employ DSP ads for more visibility on Amazon platforms.
3. Purchase Stage:
Dominate relevant search terms
Utilize multiple sponsored product placements with engaging creatives.
Ensure brand authority is evident on search result pages.
4. Retention Stage:
Implement retargeting ads showcasing other flavors or products.
Explore upselling opportunities on the product page.
Introduce subscribe-and-save offers to encourage loyalty.
Recap:
Awareness: Product targeting, audience targeting, and engaging video ads.
Consideration: Targeting high-relevance keywords, strong product listings, and DSP for added visibility.
Purchase: Dominate specific search terms, employ multiple sponsored placements, and showcase brand authority.
Retention: Retargeting, upselling, and loyalty incentives to keep customers engaged.
Conclusion:
Crafting a successful e-commerce journey involves mastering the full-funnel marketing strategy. By strategically navigating each stage, from creating awareness to retaining loyal customers, brands can unlock sustained success.
If you have questions or need guidance, drop a comment or book a call. Here’s to your e-commerce success!
