Optimize your organic marketing to help grow your Amazon business
June 1, 2020
By Mili Mehta
Content strategist, Amazon Attribution
Organic marketing channels, like your brand’s social media, email lists and blog, represent key opportunities to engage your most loyal customers. These customers have taken an action to learn more about your business – like signing up for your newsletter, following your social posts, or reading the latest article on your blog; understanding how your messaging is resonating with these audiences and impacting awareness, consideration, and purchase decisions is important to help grow your business.
Amazon Attribution, a free beta measurement solution, can help do this by providing insights into whether your organic marketing efforts are effective in helping shoppers discover your brand and products on Amazon. With Amazon Attribution's measurement console, you’ll have access to insights and metrics to better understand if your cross-channel campaigns are resonating with your audience, and driving your business goals.
Let’s look at a sample marketing campaign: imagine you’re promoting a particular product across a few organic channels. Your goal is to drive sales for the product while also growing awareness for your brand. As part of this effort, you publish an educational blog post, send an email, and post about it on social. Each of these channels link to that product’s detail page on Amazon.
Below are a few suggestions for how to think about using the metrics provided in the Amazon Attribution console—including detail page views, click-through rate, and sales—to ensure your organic strategy is resonating with customers and helping meet your brand’s goals.
Awareness: Grow the total audience of Amazon shoppers exposed to your brand
Let’s say you take a look at the Amazon Attribution console and notice that your blog post drove a high number of detail page views but a disproportionately low number of sales. You also check your blog analytics and find that this particular post has received high traffic volume.
These insights suggest that your blog is reaching a larger, top-of-funnel audience that is still in the awareness stage. So while they’re engaged enough to read the post and click through to the Amazon detail page, they’re likely not yet ready to make a purchase.
With this in mind, you might consider running a landing page test focused on improving customer engagement, and helping educate shoppers about your product and brand. Instead of linking to the product detail page, you can try linking to your Store. Doing so would give shoppers the opportunity to become more familiar with your brand before making a purchase.
Ultimately, you can use the Amazon Attribution console alongside your Stores insights dashboard to determine which experience drives the most value for your brand.
Consideration: Encourage engagement by telling your product story
Another look at the Amazon Attribution console tells you that, unlike your blog post, your social post drove a very low number of detail page views. However, you check your social analytics and find that the post received a large volume of likes indicating high engagement.
In this case, you might review the post itself. While the volume of likes suggests that your community is engaged with your brand, the low volume of detail page views tells you that the post may not have effectively communicated the product benefits.
In a medium where creativity is crucial, you might consider testing creative options—try swapping the original image with one that more clearly displays the product’s value and assess the associated metrics. This will help you understand how your creative resonates with customers, and informs purchase decisions.
Purchase: Maximize purchase intent when shoppers are ready to buy
Finally, let’s take a look at the performance of your email campaign. You’d decided to run a test to understand how two different calls to action (CTAs), "Shop now" versus "Learn more," affect email engagement.
Based on the click-through rates provided by your email analytics tool, “Learn more” was the winner and resonated with a larger audience. However, in looking at the Amazon Attribution console, you see that “Shop now” actually drove a significantly higher sales volume meaning it resonated with those most likely to make a purchase.
With this insight in mind, you might consider segmenting your email list in the future, sending emails with softer CTAs to those who are still becoming familiar with your brand and products, and sending purchase-oriented emails to customers who have already purchased from your brand.
Amazon Attribution is available to professionals sellers enrolled in Amazon Brand Registry, vendors, and agencies that sell products in the US on amazon.com, and to vendors that sell products in the UK on amazon.co.uk.
Learn more about how you can use Amazon Attribution to measure and optimize both your organic and paid marketing efforts, and understand how your non-Amazon marketing tactics are helping drive sales on Amazon.