Get More Sales on Amazon with this Underground Traffic and Funnel Strategy (2017) – Brian Gray

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In this multi part series you will learn how to use Facebook Ads for Amazon to market your Amazon FBA products.

Serving before you sell and the power of the hub and spoke approach for your business. The anatomy of your sales landing page and building a bridge from Facebook Ads for Amazon to your World and onto Amazon. Strategies for grabbing attention, building rapport and getting that click when advertising on Facebook. Landing page images and pixel retargeting along with your ad story, avatars and old-school marketing techniques from the greats of marketing.

When advertising on facebook

• You have to serve before you sell
• You have to give before you ask
• When advertising on facebook If you’re on a disruptive platform like FB people aren’t there searching for you
• Amazon platform has people with buying intent – they are there to buy and looking to
• In Facebook they are looking at family and friends and your ad pop up in their stream
• If your Facebook Ads for Amazon don’t have social content they will miss the mark
• Common failures in FB ads are people popping up a 50% BUY NOW ad in your stream
• And it doesn’t sell so they pump up the discount to 70% or 90% and it still doesn’t sell
• Amazon has searchers intent – FB is more disruptive
• You have to build warmth and rapport with your audience
• There is independence and interdependence between the ad and where you’re sending them
• The destination is usually your landing page (or lead capture page, amazon listing, shopify store)
• There’s independence because the ad and the destination have two different jobs
• It’s the congruency or the ‘ad-scent’
• They need to match, look similar, and have the same look and feel otherwise people will bounce
• If we build enough intrigue in the ad people will follow through
• The ad has one job, it’s to get a click – THAT’S IT
  Start thinking about the ad is to get a click and not a sale
• 1st thing is to get their attention
• The image is so important – it doesn’t need to be in your face – it needs to pull the audience in with some intrigue

Image attraction guidance on Facebook Ads for Amazon:

• An image that tells a story
• If I’m selling coffee:
  • PLEASURE BASE – Am I trying to build a connection to starting the day in an amazing way with ice cold coffee and getting your creativity flowing
  • FEAR BASE – Or am I targeting fear in people by explaining there are micro-toxins in some coffees and mine is better
• Your image might be a fresh handsome guy with his coffee looking fit and finishing his run
• Congruence between INTEREST, IMAGE and STORY
• Imagine an image targeting the Business man seizing the day and ‘carpe diem’ type messaging – there may be no coffee in the image at all

Marketing strategies – Know your Avatar

• We go through a process to script out 7 – 10 different stories

• Know your avatar – old school marketing
• Understand your avatar’s hope dreams fears aspirations desires
• Marketing greats – Ogilvy, Gene Schwartz
• Gene Schwartz The job of your product is not to create desire in your prospect but to draw on their existing hopes dreams fears desires and project it onto your product

How do we get the image and copy to POP (work together)?

• If you have a hard time writing headlines – you’re not alone
• We can take a week to write a headline for a Sales Copy funnel letter
• It can be a long whiteboard session
• Purpose of the headline (The first line in your ad) is ONE THING is to get them to read the next line
• Hit them hard – very specific to a pain point or desire they have or they illicit curiosity which works well
• Use a headline format such as: “How to (what you want) without (what you don’t want) “
• Nine time out of ten we will use a ‘question’

Research for your Facebook Ads for Amazon

• Study other people’s ads

• Go and LIKE a bunch of brand pages in the Niche you are targeting – this will fill up your feed with ads from that niche
• Pick 5 influencers in your niche and subscribe to their email lists
• Pick a few brands and subscribe to their newsletters
• Go and LIKE these brand’s pages, comment on a few posts
• Look at what content is getting engagement
• Go and actually buy some of their products and get their emails to look at their sequences

Three main Facebook ad optimization points

• Get attention – Don’t go straight for the jugular on the sale – we have got to build the ‘connection’ first, let’s get their attention with that ad

• Build Rapport – Next, build rapport with that copy, lead with that headline that just gets them to read the copy
• Get the Click – Don’t take a long time over the copy, share a quick story and don’t over think it. Build the connection from never seeing us to being curious and wanting to get to our landing page to learn more

Sending prospects to your Amazon Listing Positives and Negatives

• Positives

• Amazon loves external traffic
• No issue with conversion rates being a problem – having non-converting traffic visit your listing was a fear but it’s not shown as a problem for us (although theoretically factual) – you will pre-frame you traffic through your ad anyway
• You’re getting traffic to your listing
• If someone goes to Amazon – conversion rates are amazing
• Amazon now starts re-targeting people that you’ve sent to your listing

• Negative

• We can’t analyse the data on traffic to your listing as Amazon doesn’t provide it
  You are paying to bring outside buyers into Amazon’s world

Bot Traffic

• Bot traffic – don’t mess with it, there is no ‘grey hat’ it is either white or black, don’t risk your account – Google analytics can spot bot-traffic and I’m sure Amazon are not stupid

Facebook ad launch strategy

• You have a two week honeymoon period where Amazon doesn’t yet know how well your product will do

• Sales history is more important than sales velocity because velocity comes and goes
• Starting straight out of the gate with positive ‘sales history’ really improves your stick-rate after launch
• So before the product is launched we line up our strategy:
  • AMS enhanced listing
  • Sponsored product ads
  • Influencer traffic
  • FB traffic
• This floods the listing right out of the gate
• If they don’t buy from your listing but from somewhere else they still get re-targeted
• Sending prospects to your landing page instead
• Builds your own sandbox rather than putting all your eggs in the amazon basket
• Take a hub and spoke approach to your business with Amazon being only one spoke
• Understand your customer acquisition approach – how to create leads and turn those into sales
• I’m still a fan of the opt-in
• Build up your own email list
• Start bridge marketing people off of Amazon and into your own world
• The transaction still happens ON AMAZON but we get them to take a pit-stop on the way via a click-funnel page where we can capture their email address to market to them
• We can do some creative things on the thank you page with up-sells for other products with discounts
• We can start to build rapport with the customer
• Ideally I want the sale to happen off Amazon in my funnel or in my Shopify store
• So you have:
  • Grabbed attention
  • Built rapport
  • got them to click

Sales Landing Page optimization

• What it was that got their attention – the main Headline made them read the next line and got them to click

• Use the same headline in your landing page and in your Facebook ads for Amazon for congruency because if the headline is working in one place it will work in another place
• Keep the ad-scent and congruency going so that it follows through from the ad to the landing page
• The Headline job is again to get them to read the next-line
• Give them the reason why there’s a discount – don’t hide from the questions they have already, just answer them
• Change the image from the ad to the landing page – the landing page will be more product focussed to get them to convert or opt-in

How do we track conversions

• We track conversion on our Facebook Ads for Amazon through our Facebook Pixel
• FaceBook Pixel is a snippet of code to copy and paste into your page