In this episode of the External Traffic For Amazon Sellers Podcast I’m going to share a fundamental concept with you and a framework for thinking about traffic, it’s cost and profitability for your Amazon Listings.
The structure of the 3 pillars was originally conceived on the basis of Paid Advertising Traffic.
However today I’m going to add another layer to the thinking, especially for Amazon Sellers, answering tough questions like;
- Can Amazon Sellers profitably use the 3 Pillars of Profitability structure for their traffic?
- What impact could a lack of customer data, as is the case when selling on Amazon have on the 3 Pillars Concept?
- How can Amazon sellers find a competitive advantage with the 3 Pillars Structure but by thinking outside of the paid advertising box?
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What Are The 3 Pillars Of Profitability?
Ezra Firestone articulates how you should structure paid Advertising in your business and your mind to achieve true profitability and scalability. It’s what Ezra refers to as the 3 Pillars of Profitability.
The 3 pillars are:
- Awareness & Acquisition
- Retargeting
- Loyalty
Awareness & Acquisition
The awareness pillar is classic “interruption marketing”.
Ads are put in front of an audience that’s defined by a set of criteria unrelated to their interaction with your brand. i.e. like using demographics in Facebook Ads to target your advertising.
Retargeting
Retargeting, as the name suggests is about re-introducing your brand to an audience who have already interacted with your brands’ advertising within the Awareness and Acquisition pillar.
This is essentially setting up ads to display based on BEHAVIOURS and not demographics data.
Loyalty
This is another form of retargeting, but this time involves many forms of marketing to existing customers. Utilising the data you have accumulated on each customer, you can design hyper-targeted campaigns with an audience of 1 (in theory).
Resources Mentioned in the Podcast
- Ezra Firestone’s 3 Pillars of Profitability
- Spencer Haws “Niche Site Project 4” on the Niche Pursuits website
Other Resources
The 3 Pillars of profitability rely heavily on great technology to track customer behaviour whilst abiding by privacy laws and ethical standards. Of course, I’m talking about adding Facebook Pixels to your website, adding the Pinterest pixel and Google Pixel and any other pixel that comes along!
But beyond adding pixels to WordPress, WooCommerce or Shopify, there are a whole bunch of complexities including synchronising your product catalogue with Facebook, Google and Pinterest. Not to mention setting up conversion events for each advertising platform you’re using to follow your customers around with ads!
We’ve written a guide for WooCommerce store owners covering your options when it comes to adding pixels to your WooCommerce store, syncing Product Catalogs and setting up conversion events.
Spolier: There are a tonne of plugins out there that have the ability to deal with one ad platform or another, but if you’re taking the 3 Pillars of profitability seriously and doing multi-channel remarketing you really need a WordPress Plugin that’s going to support you across all the major Ad Platforms with ease.
Have a read – Assess your options – and go implement the 3 Pillars!
If you know an Amazon Seller who needs to hear this, please grab the URL and drop it in a Facebook Message, Whatsapp Message or whatever you’re using these days. There are a world of profitable possibilities out there, and this is a dedicated Amazon Seller Podcast and eCommerce Podcast for driving traffic to your Amazon Listings and making more profit. Who wouldn’t benefit from hearing about more profit?
