Issue 95: Upper-funnel marketing, strategic pricing, and DTC ads
Hello, MyFBAPrep Sellers!
In this newsletter you’ll learn about pricing strategies (and where AI comes in) from our latest MyFBAPrep expert interview, how upper funnel marketing can boost Amazon sales, and a step-by-step guide to running better direct to consumer (DTC) ads.
Make Pricing Your Strength: A Chat With Mark Perone of Feedvisor
In this video, Rachel Go chats with Mark Perone, head of partnerships at Feedvisor. Rachel and Mark discuss strategic pricing with AI, the power of partnerships in B2B, and more. A successful eCommerce strategy requires a streamlined multi-channel repricing approach backed by robust data and technology. Feedvisor Essentials provides an AI-powered repricer with automatic and real-time optimizations, SKU-by-SKU competitive analysis, and more.
What is Upper Funnel Marketing & How Can it Help Your Amazon Sales?
Top-of-funnel marketing has to play a notable role in your brand strategy. It affects how you reach out to influencers, how you build your product pages, and how you prioritize reviews, customer stories, and focus on customer engagement. That being said, you should base its prioritization on how much it impacts your buying cycle.
Here’s why to invest in upper funnel marketing today:
1. Build brand awareness on and off Amazon
2. Reach goals for product awareness
3. Reach social media influencers
4. Drive middle-of-funnel traffic
5. It’s multi-channel
Learn more and get tips for upper funnel marketing.
Stay on top of logistics no matter what changes come your way
Optimize your inventory placement, make returns less of a headache, get a resilient supply chain, and consolidate all of your needs under one point of contact with MyFBAPrep.
Use MyFBAPrep for your one-stop logistics shop.
How To Run Direct-to-Consumer Ads for Maximum Results
Speaking of upper funnel marketing, DTC ads are an excellent option to guide new and returning customers to your brand—when done well. Here’s what we suggest.
1. Identify a hero product
2. Define your customer avatar
3. Craft a compelling offer
4. Build a custom landing page
5. Write video scripts and find creators
6. Film and produce your video
7. Gain client approval
8. Launch on Facebook
9. Analyze campaign performance
10. Optimize
11. Scale
Get the details of each step and advice on what to focus on.
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Top Industry News
9 Strategies for Reducing Amazon Shipping Costs (eComEngine)
As an Amazon retailer, you know how shipping costs can significantly impact your bottom line. Managing these expenses isn’t just about cutting corners — it requires smart tactics and optimization.
Reverse Logistics – Understanding the Concept & Benefits of Using a 3PL Network For Return Cost Reduction (Los Angeles News)
Traditionally, logistics has focused on the forward movement of products from manufacturers to consumers. However, with the rise of e-commerce and increased customer expectations, the management of product returns has become a critical aspect of supply chain management. Reverse logistics involves the handling of returned products, whether due to customer dissatisfaction, product defects, or other reasons. The process of reverse logistics typically includes several key steps.
Technology Innovation in E-commerce Warehousing (Medium.com)
Technology innovation has had a profound impact on the e-commerce industry, revolutionizing the way businesses operate, especially in the realm of warehousing. In this article, we will explore the cutting-edge technologies being implemented in e-commerce warehousing, including robotics, artificial intelligence (AI), automation, and the Internet of Things (IoT).
These innovations are transforming traditional warehouses into highly efficient and streamlined operations, enabling businesses to meet the growing demands of online shoppers.
Retailers’ Online Shoppers Demand Easy Returns (PYMNTS)
The PYMNTS Intelligence report “The Online Features Driving Consumers to Shop With Brands, Retailers or Marketplaces” drew from a survey of more than 3,500 U.S. consumers to examine and analyze their actions, choices and behaviors when they go online to shop. The results revealed that consumers shopping directly from retailers are disproportionately likely to factor in how easy and convenient a given merchant’s return and refund procedures are when shopping from a retailer’s website or app, relative to other shopping features.
Has the Luxury E-Commerce Bubble Burst? (The New York Times)
Multi Brand eCommerce emerged at a time when the global luxury market was being upended by a move away from exclusivity toward ubiquity. The novelty and excitement of being able to browse and buy beautiful things that will soon arrive at your door held allure for a consumer accustomed to the immediate gratification of the internet age. But a curious thing about online luxury e-commerce was how many players adopted a model that was broken, something reflected in the much publicized woes of the industry.
AI Integration Redefines Ecommerce: A Success Story (CMS Wire)
Additionally, AI has been harnessed to tackle the issue of abandoned carts, sending personalized reminders to customers about items they showed interest in but didn’t purchase. While the journey to AI typically starts with content generation, the strides taken by eCommerce brands have already started reshaping how customers interact with their ecommerce site, promising a future where shopping is not only about purchasing but the experience.
Want to Compete on Amazon? Find a Niche (PYMNTS)
Winning over Amazon shoppers can be make or break for brands today, given the commanding lead the eCommerce giant holds in retail overall. The PYMNTS Intelligence “Whole Paycheck Report” series estimates Amazon and Walmart’s market shares in various categories based on their earnings reports from Q1 2019 through Q4 2023 in conjunction with national data from the U.S. Census Bureau and Bureau of Economic Analysis. The latest edition showed that, as of Q4 2023, Amazon’s share of total consumer spending of the entire U.S. hit 4.4%, and the company seized 10% of all gross retail sales in the U.S. in that period.
4 Ways AI Will Reshape B2B eCommerce (Digital Commerce 360)
Deploying AI within B2B settings will reshape how businesses buy and sell items in ways that are still not fully understood. How companies manage purchasing decisions, review trade credit requests, and catalog product-level inventory data are three areas where we already see an opportunity for AI-native challengers. We are still in the early innings of this technological shift, and as in the case of the internet, rates of adoption will vary wildly across industry segments. Nevertheless, this move toward AI being baked into core B2B workflows is already well underway.
Mastering the Amazon: Navigating the Currents of E-comm Logistics (Channel X)
While PPC advertising and compelling PDPs are essential for driving traffic and converting shoppers into buyers, logistics underpins the entire customer journey and can make or break a seller’s success on Amazon. By prioritizing logistic excellence, sellers can build a solid foundation for sustainable growth and long-term success in the competitive e-commerce landscape.
How Supply Chains Can Support Second-Hand eCommerce (Supply Chain Brain)
Understanding supply chain intricacies is a must for businesses sector-wide, even those in the e-commerce terrain. Despite vendors and suppliers primarily catering to digital consumers, supply chain management issues of getting products from manufacturers to online consumers are far from automated.
With an e-commerce supply chain, this process now includes the challenge of rapidly shifting consumer demands and expectations, managing online interactions, and incorporating environmentally beneficial practices and raw materials. As such, the landscape of digital commerce is rapidly evolving, with second-hand e-commerce proving to be an exceptionally burgeoning sector.
Until next time,
Rachel Andrea Go
Marketing Director, MyFBAPrep