Amazon Marketing Funnels - Driving Top, Mid, & Bottom Of Funnel Traffic To Your Store

7-Figures & Beyond - An Ecommerce Marketing Podcast For 6 & 7-Figure Brands

In episode 33 of the "7 Figures and Beyond" podcast, Greg Shuey hosts Mike Begg from AMZ Advisors to delve into the world of Amazon marketing funnels. Mike shares his background, transitioning from a career in consulting and real estate to founding an agency specializing in Amazon marketing. He details how his experience working on a project with Amazon at Sears sparked his interest in e-commerce and led to his current focus. Mike's journey underscores the importance of adaptability and finding opportunities in unexpected places, setting the stage for a discussion on Amazon's marketing potential.

The conversation highlights the concept of Amazon Funnels, illustrating how traditional marketing funnel principles apply within the Amazon ecosystem. Mike explains that Amazon functions as a significant part of the broader marketing funnel due to its dominance in product searches and customer trust. He emphasizes that understanding and leveraging this funnel—from awareness to consideration, conversion, and loyalty—can significantly enhance a brand's performance on the platform. The discussion reveals that starting from the bottom of the funnel, focusing on ready-to-buy customers, and gradually moving up to build broader awareness can yield effective results.

Mike elaborates on the high conversion rates on Amazon compared to other e-commerce platforms, attributing this success to the trust and reliability associated with Amazon Prime. He outlines key strategies for driving top-of-funnel traffic, including Amazon's powerful advertising capabilities and affiliate marketing through publications and influencers. These methods not only increase visibility but also optimize the cost-efficiency of customer acquisition. Additionally, Mike discusses the importance of optimizing product listings with compelling images, detailed descriptions, and A+ content to improve click-through and conversion rates.

The discussion moves towards the middle and bottom of the funnel, where Mike explains tactics for keeping potential customers engaged and driving conversions. Sponsored brands, sponsored displays, and retargeting ads play a crucial role in maintaining brand visibility and consideration. Mike also addresses the challenges brands face when managing large catalogs and creating consistent, high-quality content. He suggests leveraging third-party tools and possibly AI to streamline these processes. The episode concludes with insights on the evolving landscape of e-commerce, with Mike predicting continued growth for Amazon despite emerging competition from platforms like TikTok. He advises brands to focus on building robust funnels and leveraging data to navigate and succeed on Amazon's platform.
Episode Links

Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/

Mike Begg LinkedIn: https://www.linkedin.com/in/mbegg/

AMZ Advisers: https://amzadvisers.com/
https://www.stryde.com/amazon-marketing-funnels/

Chương

1. Amazon Funnel Marketing Strategy (00:00:00)

2. Amazon Conversion Strategies and Trust (00:04:54)

3. Amazon Product Page Conversion Tips (00:10:27)

4. Maximizing Amazon Product Page Performance (00:16:26)

5. E-Commerce Growth Predictions and Strategies (00:27:20)

6. Email Retargeting Evolution and Strategies (00:31:03)