Optimize your purchasing process with airSlate SignNow's outbound sales funnel for purchasing

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hello welcome to the better AMS YouTube channel my name is Jess and I'm one of the ad Specialists here at better AMS and today I'm going to be talking to you about the importance of a full funnel marketing strategy if you are new here and you've never been on our YouTube channel and you're not following us yet go ahead and hit that subscribe button we also have a podcast better advertising with better AMS where we talk about all things retail media Walmart Amazon you name it we cover it and we interview a lot of cool people so if you're interested in that you can go ahead and scan that QR code so that you can stay up to date when we release a new episode all right so some of the things I'm going to be covering today what is a full funnel marketing strategy do you have one and how do you build one if you don't have one let's Dive Right In with the first point of action what is a full funnel marketing strategy how we kind of like to break it up here is awareness consideration purchase retention what do those things look like well on the awareness side you got to think of exposure via inbound marketing catching people kind of a little off guard with your product your brand when they don't know they need it right we want them to consider that they might need your product and need slash one because it can be both right so consumer realizes their need for your product or want then they move into the consideration phase the potential customer determines whether a product matches their needs and once they do once they know it's aligned then they move on down to that purchasing phase once they're in that purchasing stage they are in that kind of Sweet Spot they're ready to buy so once we move them down to the retention phase we obviously want to keep them there and a few things to keep in mind for that is we want good customer service we want convenience fulfillment price and quality and we'll go over that a little deeper in the other slides awareness when I think of awareness TV commercials magazines newspaper Billboards social media obviously one of the bigger ones nowadays so these are things people are being entertained they're driving they're going about their day-to-day and they see your brand that puts kind of plants of seeds puts your brand top of Mind puts your product top of mind so then when they realize their needs slash want they've now been an influence slash made aware of your brand so we have them right where we want them and without that type of funnel you might not be in the consideration phase and another brand will be there because they build out their awareness so they're in that consideration phase they know they need slash want but we're going to give the example of someone that knows they need something right they've opened the fridge I'm out of milk I know I need to go to the store and get milk so they go go to the appropriate aisle appropriate category now it's a little bit of a decision making process one the product they normally buy the brand could be out of stock that brand that they normally buy would have that retention part of the funnel broken because they didn't take into consideration to have enough inventory to make sure they're fulfilling their customers needs so if the brand I normally buy is out of stock I'm now going to have to seek another brand and then I'm going to have to make decisions that I already made with my prior brand all over again what's the ingredients what's the price is it on sale what flavor do I want all things to take into consideration when making a purchase right keeping that in mind let's say the brand I normally buy is not out of stock and it's right here in front of me I still now have to think though if another Brand's on sale I might want to try it so these are ways you can grab a buyer from your competitor or grab a consumer from your competitor by implementing some of these strategies so a lower price or a sale a different variation something that makes you better than the competitors you might be able to snag away so now that we're in that consideration phase you want to make sure you have it really built out so that you can compete with your competitors still in that consideration phase trying to decide once that decision is made or in the purchasing phase what does that look like not much is going to pull someone away once they've decided this is the product I'm going with it aligns with my dietary needs the ingredients are good The Price is Right I want to go ahead and give this a try so unless on the way that the cash register while they're putting it in their cart someone mentions hey I've tried that it's not good kind of like a review if you relate it to the e-commerce side and it's like you're you're now thinking maybe I shouldn't make this purchase so that might cause you to remove the product other thing if you go up to the cash register you scan it they say it's a different price than what was marked you might change your mind if another product on the way to the checkout grabs your attention that could cause you to change your mind now if we go more on the one side and not the Need side there's a lot of other things that can kind of pull you away from hitting that buy button and making that purchase so keeping all that in mind these are things you have to take into consideration when building out your full funnel but now we move into the retention phase several things we want to make sure when retaining a customer quality of product of course brand Authority staying top of mind making sure we have those that awareness going on that top of the funnel so our competitors aren't stealing away the attention of our now loyal hopefully customer so adequate inventory we already talked about that customer service you know if they have a problem with their product quick customer service replace it whatever make sure that experience is top-notch convenience and price so now do you have a full funnel marketing strategy well let's find out are you showing your product slash brand to people that don't know they need it if the answer is no well we need to fix that once they know they need your product where is it your product showing up if they have to scroll through 20 other products remember they're in the consideration phase if they have to scroll through 20 other brands before they see yours what's the odds are you're going to win thereby it's probably not going to happen so keep that in mind is your listing optimized for conversion will it be able to win the sale once they click on your ad right so we don't want just like a consumer that put the product in the cart and they're on their way to cash register what if something else grabs their attention or they see a battery view or there's not enough information while they're maybe reconsidering you know they're standing there waiting to buy that product they're rereading the ingredients maybe there's not enough information on that product to make sure it aligns with their needs and makes them feel trust in the brand makes them feel like it's what they need right so we want to make sure on the listing side that your listing has all the information that's going to answer the potential consumers questions so any question that might arise when that consideration process is going on we want to make sure that it's answered on the listing so as soon as you win that click you have them halfway there right you need them to hit that buy button and making sure your listing answers all those questions and really impresses them and wins them over and builds that trust is super important if someone has purchased your product and wants to buy it again how easy will it be for them to find your product if I run out of said product that I've already bought from your brand and I type in your brand name because I want to buy it again maybe I don't know how to go to my purchase history or maybe I just have my phone and I grab it and I type in your brand and I want to reorder it if it's not coming up top placement on Amazon then it's giving my competitors opportunity to win my customer right if I type in your brand name if your brand name is tied and I type that in and you're not coming up top of page another product could win my click because I'm I don't see you there and you know like my attention is grabbed by maybe a flashier brand or maybe they you know in their their title they call out something that I know Ty doesn't do or have so these are things you need to take into consideration make sure sure you have good brand coverage so I see your brand immediately I already have trust in it I click on it I make a purchase and I don't have time to get distracted by another brand so if the answer to all these questions were that you have good coverage and you don't feel like you have any areas to improve good job you don't need to finish the rest of this video but if you feel like I'm not covering all these areas my funnel is a little broken and maybe it's weak in one area or the other then stick around because I'm going to kind of give you an overview of how you can apply this to Amazon and how you can strengthen your full funnel marketing on Amazon so how do we build a full funnel marketing strategy on Amazon the example product we're going to use is this pre-workout by genius a few things to ask yourself if this was your product or any product really this is a question I asked myself when I help out Brands um some of the brands I manage I always kind of go through these questions when I'm building out strategy for them what problem does my product solve who has this problem what makes me better than my competitors why is my brand better and if it's not better how can it be better right what is the long-term goal for my brand is it a one-year goal am I trying to just make a lot of sales and then resell it to someone else if that's the case the strategy is going to be different if it's a 10-year goal you know I want to be the number one product and Pre-Workout in the next 10 years well that's going to shift the strategy that we put into place for you if it's you're okay with being you know second best third best or you're just trying to get a piece of the pie that's a conversation you need to have with your team because your strategy you're putting into place is going to look different and that's that's another video for another time but just keep that in mind when you're asking yourself questions because it does matter for your strategy so for that awareness stage audience targeting is one thing we can do to build out that awareness yes this isn't going to get good conversions it's not going to crush your sales but it is building out that awareness so that you are putting your brand in front of people that may not know it exists or may not know they need it slash wanted so when you look at exercise and fitness right this is an audience we'd want to get in front of if we had a pre-workout that's a 9 million to 10 million amount of audience right so we're getting in front of 9 million 10 million people that are interested in Fitness that's huge and then on the other side athleisure that's another very relevant to pre-workout eight to nine million 700 to 800k in interest and Fitness so these are all things that we could set up to build out that awareness you don't have to put a super large amount of budget in there but you do need to have that worked into your strategy right place right time what does this look like so I typed in the search term dumbbells and this brand is showing me an organization cart for my home gym they know if I'm buying dumbbells I probably am trying to set up a home gym or I have some space I'm working out at home if I go to the gym regularly I'm probably not going to be buying dumbbells right I have them at the gym but they are positioning themselves at a placement where they know that the person that's buying dumbbells most likely will need to organize their space very smart right they're building out their awareness they're putting themselves in front of someone that doesn't know they need their product yet and you can do this with pre-workout right same search term we could put a video with our genius pre-workout right here on dumbbells so that we're letting new audience be aware that we exist and they should try us DSP is another great tool for awareness and one of my favorites because you can get very granular on who you're targeting right you can say we want them to be interested in Fitness and we want them to be interested in natural products right a genius pre-workout is very much a natural side of pre-workout so we can get more targeted and niched on who we're getting in front of and we have a video on DSP I highly recommend if you're unaware of what it is or how it can benefit you check out that video I'll try to link it in the comment or not in the comments and the description here is an example of what DSP ads look like you can use a lot of beautiful custom creatives and you can have them show up on the sidebar on listings on different Amazon platforms so if you're like I said if you're interested in that you should check out the other video so kind of moving a little bit more down the funnel pre-workout it's still kind of top of funnel but it's they're in the consideration phase if they're typing that in right they've seen an ad they've seen your brand somehow you've grabbed their attention when they didn't know they were even in the market for pre-workout now that they are they want to know what brand they should choose so they're going to type in pre-workout and they're going to start doing that research slash consideration product alignment phase so if I land on here when I'm thinking about buying pre-workout I'm automatically going to be impressed the brand Authority that is most prominent on this page is C4 right they're doing the best job right now impressing me they have this beautiful custom image they have two sponsored product placements they're impressive right and we scroll on down they have a video uh placement as well and two other sponsored product with different flavors so they're doing a really good job of dominating pre-workout so am I going to consider other brands well that depends maybe this particular product if I click in doesn't fulfill my needs and I'm going to realize hey I actually want a more natural pre-workout so that's what I'm going to type in next and thankfully our product does show up on this page right so if I was the product slash brand manager for genius pre-workout I would be happy to see this but I'd also be concerned of why we don't have a beautiful Creative Image on such a relevant keyword and we're only showing up once now a lot of people are concerned about cannibalizing their sales right you know why do I need to show up three times in the Pro the top placement you don't but at the same time do you want to let other competitors steal away the attention when you have a potential buyer and that consideration phase it's it's risky right if you're already making an investment maybe you should just invest a little more and have a higher conversion rate because of that because there's not much brand Authority going on on this page this other brand honey badger has much more brand Authority and if I've never bought a pre-workout my attention is going to that brand it's not going to genius scroll on down same thing honey badger shows up two more times and then you have a sponsored Brands by this other brand a sponsored brand video placement for genius pre-workout they they didn't check the box here and odds are they're probably not going to get my purchase because I'm not super my attention is not drawn there if I've never really even heard of their brands especially if they didn't have their awareness build out and now I'm in that consideration phase my click is not going to go to them and if it does they're going to have to impress me on that listing page for me to go ahead and purchase because they haven't impressed me on the other pages so going even more granular maybe I decide okay I know I want a natural pre-workout but I want it to include some nootropics genius shows up that's great but still no creative no custom creatives only one placement scroll down they're not even here further down the page so same problem with this one now I click into the listing they do an amazing job impressing me here they list out their benefits their reviews are amazing so odds are they'll convert if they get the click but the click through rate could be improved by kind of patting out the things that I've already mentioned a sponsor brand video a sponsor brand creative more placements with other flavors on the page so that my attention as a consumer looking for pre-workout is not drawn away to a competitor's brand now if I've bought their product tried their product I ran out I'm ready to buy it again when I type in their brand they have great coverage right my keyword I typed in was genius pre-workout it's showing up they have over 10 placements on this page and one of them is a sponsor brand video now in your opinion wouldn't this energy in this budget be much better focused on a high traffic word like nootropics pre-workout or natural pre-workout I mean I'm not even saying that they need to have this coverage on pre-workout because that is a little more top of funnel but something like natural pre-workout or no Tropics pre-workout I would love to see this kind of coverage and it doesn't even have to be 10 sponsored product placements but at least two or three sponsored product and then definitely a sponsor brand video because that's going to tell the consumer who's in the consideration phase why they need to choose this product once the consumers already tried their product you don't really have to convince them right they're already typed in your brand they know what they want so having that sponsor brand video on there Brandon keyword isn't hurting anything but it would be better served on one of those top funnel keywords or mid funnel keywords so keeping that in mind for the retention side if we're now moving down there some other things that said bran could do retargeting ads upselling other products so on the product page they could have another flavor or one of their other products this particular brand has a lot of other nutritional products so they could you know pair that on the page they could retarget with those other products to this customer because they already have fallen in love with their brand so they can show them other products go to subscribe and save offers is another way to keep your product your customers oil all right so that covers retention so let's go ahead and just do a little recap before we wrap up here if we go back to awareness and what that looks like we want to make sure we have that awareness funnel built out where we're putting our brand in front of people that don't know they need it so product targeting campaigns with products relevant to your brand audience targeting based on the problem you are solving and the consideration phase make sure you have that Top-Up search with high volume keywords make sure you're top of search for that video ads that build trust in your product so really explain the product or the problem you're solving sponsor brand with a cool lifestyle image that really connects with your audience in the purchasing phase we want to make sure we have those long tail very high relevant keywords covered with top of search strong listings that support the problem you're solving so once that once you earn that click and you have the the customer's attention you want to make sure that you get them to convert once they're a customer you want to make sure they have you you get that retention so good brand coverage retargeting campaigns and good loyalty incentives I think that's it so if you have any questions feel free to book a call with me or just drop them in the comments and we'll be sure to get back with you as soon as possible and I look forward to speaking with you next time have a great day foreign [Music]