Why You Need to Map Your Ads to Your Shopify Store’s Sales Funnel
November 30, 2017
2 years ago
A guest article by Vantage team. They help store owners increase revenue using data from your Shopify store. When you connect your store with Vantage, you can understand how it’s performing in real-time on your own free dashboard, uncover key insights to drive performance and build automated Facebook and Instagram ad campaigns in minutes to grow your customer base and increase sales.
To run a successful advertising strategy, you need to have ads dedicated to engaging customers at each stage of the sales funnel. The three stages of the sales funnel were designed to help marketers engage shoppers throughout their customer journey. One of the most important advertising strategies a Shopify store can implement is full-funnel marketing by mapping their advertising and content efforts to their sales funnel. This way, as mentioned, you’re hitting customers both new and returning with the right message at the right time. This will help to increase the likelihood of not only driving more traffic to your site but getting customers to the ultimate goal — making a purchase!
So, What the Heck is Full-Funnel Marketing?
We’re glad you asked! Full-funnel marketing is an approach that focuses on the importance of addressing the specific needs that a customer has at each phase of considering, purchasing and ideally, re-purchasing. These phases make up your sales funnel and although each customer’s journey is different, you can generally break the funnel down into three stages: Attract, Convert and Re-Engage. These are the stages you want to map your ads and content to. Here’s a snapshot of what each stage represents:
STAGE 1 | ATTRACT: Concentrated on driving new visitors to your Shopify store.
STAGE 2 | CONVERT: Designed to bring past visitors back to your store to help close the sale and convert them into customers.
STAGE 3 | RE-ENGAGE: Entirely focused on repeat customers and retention. This stage assists you in keeping products and brand top of mind.
For your sales funnel to be as efficient as possible, you need to make it targeted to the three stages and most importantly, automated. Now that we have an overview of the three stages, let’s get granular.
Stage 1 | ATTRACT
The Attract stage of a sales funnel is one of the most critical. Without this stage, nobody knows your company exists, and it’s next to impossible to land new customers. So many people concentrate their efforts on retargeting ads, but you need to bring in prospective customers and spark interest before there’s even anyone to retarget to! Right? That’s why Prospecting is so important.
Prospecting finds and brings in new customers for you to surprise and delight.
Try launching a Facebook Lookalike campaign. Lookalike campaigns target other Facebook users similar to the customers you already have, basically providing you a match made in heaven.
There are two types of Lookalike audiences you should target in this stage:
- Website Visitors: Audiences similar to your website visitors.
- Top Customers: Target audiences similar to your best customers.
Stage 2 | CONVERT
The Convert stage is where you take interested prospects and transform them into customers. It’s what earns you sales and, ultimately, keeps your business afloat. How well you convert customers during this phase has a direct and pronounced impact on your eCommerce sales and bottom line. This stage is made up entirely of retargeting ads.
Generally, 2% of shoppers convert on the first visit to an online store. Retargeting brings back the other 98%. Retargeting works by keeping track of people who visit your site and displaying your retargeting ads to them as they visit other sites online. There are three campaigns we typically suggest launching during this place:
- Website Visitors: Target anybody who’s visited your website, regardless of where they bounced.
- Dynamic Product: Target potential customers products they have already viewed, but not purchased.
- Abandoned Carts: Target all of the customers who left the site before they finished making a purchase.
Running these three retargeting campaigns simultaneously will ensure the correct ad and products are following customers through their journey and driving them toward making a purchase.
Stage 3 | RE-ENGAGE
According to HelpScout, you have a 60–70% probability of selling to an existing customer and only a 5–20% probability of selling to a new prospect. With this in mind, it’s critical to re-engage your existing customers and ensure they come back to your brand for future purchases. It’s important here to personalize the ads to make your customers feel special and really show them how much you appreciate their continued loyalty and repeat business.
Here, we suggest creating two audiences types to target: top customers and ready customers.
- Top Customers: Bring your best customers back to show them new products or promotions.
- Ready Customers: Bring back past customers most who are most likely to make another purchase based on your customer frequency rate.
Your ads in this phase should demonstrate to customers your appreciation for their continued loyalty and offer exclusive perks.
Maintaining a Robust Funnel = A Recurring Revenue Source
Don’t forget, as you develop your ads, it’s essential to consider your customers’ positions in the sales funnel. The more targeted your eCommerce ads are to those positions, the more likely it is that you’ll convert customers, attract new clients, and enjoy a healthy, robust, and thriving business. While you certainly can manually maintain your sales funnel, we recommend finding an automated approach to keep your sales funnel running at maximum efficiency and by consistently being topped up and full.