Your brand’s social media, email lists, and blog are all organic marketing channels that can help you engage your most devoted customers.
These customers have done something to learn more about your company, such as signing up for your newsletter, following your social media posts, or reading the most recent blog post. To help your business grow, it’s important to know how your messages are affecting these audiences’ awareness, consideration, and purchasing decisions.
By providing insights into whether your organic marketing efforts are successful in assisting customers in discovering your brand and products on Amazon, Amazon Attribution, a free beta measurement solution, can assist in accomplishing this goal. You will have access to insights and metrics from Amazon Attribution’s measurement console, which will help you determine whether your cross-channel campaigns are achieving your business objectives and resonating with your audience.
Let’s take a look at an example of marketing: Imagine that you are promoting a specific product through several organic channels. Your objective is to increase brand awareness while also increasing product sales. You publish an educational blog post, send an email, and social media post about it as part of this effort. Each of these channels links to that product’s detail page on Amazon.
The metrics available in the Amazon Attribution console, such as detail page views, click-through rate, and sales, can be used in a variety of ways to ensure that your organic strategy is achieving your brand’s objectives and resonating with customers.
Some ideas for using these metrics are provided below:
1. Awareness: Increase the total number of Amazon customers who are exposed to your brand.
Let’s say you look at the Amazon Attribution console and notice that your blog post generated a lot of detailed page views but very few sales. You also check the analytics on your blog and see that this particular post has received a lot of traffic.
These insights suggest that your blog is reaching a larger audience at the top of the funnel who are still in the awareness stage. Even though they’re interested enough to read the post and go to the Amazon detail page, it’s likely that they’re not yet ready to buy.
With this in mind, you might want to conduct a landing page test with the goal of increasing customer engagement and assisting in product and brand education. You can try linking to your Store rather than the product detail page. Customers would have the chance to learn more about your brand in this way before making a purchase.
In the end, you can use your Stores insights dashboard and the Amazon Attribution console to determine which experience generates the most value for your brand.
2. Consideration: You can increase engagement by sharing your product’s story.
Another look at the Amazon Attribution console reveals that, in contrast to your blog post, your social post generated a very low number of detail page views. But when you check your social analytics, you see that the post got a lot of likes, which means that people are engaging.
You might look at the post itself in this case. The high number of likes suggests that your audience is interested in your brand, but the low number of detail page views suggests that the post may not have adequately conveyed the advantages of the product.
In a medium where creativity is important, you might try out creative options like replacing the original image with one that shows the value of the product more clearly and assess the metrics that go along with it. This will help you comprehend how customers respond to your creativity and make purchasing decisions.
3. Purchase: Maximize purchase intent when shoppers are ready to buy.
Finally, let’s take a look at how well your email campaign performed. You had decided to carry out a test to learn how email engagement is affected by the two distinct calls to action; “Shop now” and “Learn more”
Your email analytics tool’s click-through rates indicated that “Learn more” was the winner and it reached a larger audience. However, if you examine the Amazon Attribution console, you will notice that “Shop now” actually resulted in a significantly higher volume of sales, indicating that it resonated with customers who were most likely to make a purchase.
With this knowledge in mind, you might want to segment your email list in the future, send emails with softer call-to-action buttons to people who are still learning about your brand and products, and send emails geared toward making a purchase to people who have already bought from you.
