Direct-to-consumer businesses are expanding... which means the competition is also high. More competitors are implementing marketing efforts to ensure they are ahead of the game.
But that doesn't mean you won't be able to keep up with them... because you can!
That's why you need to develop powerful marketing strategies that will strengthen your brand presence in the digital space.
And in this blog, you'll learn...
- The definition of the direct-to-consumer business model for a refresher.
- What are the benefits of the DTC model?
- 7 DTC marketing tips you can implement.
I won't keep you waiting. So, let's get started.
What is direct-to-consumer?
In case you're not aware of what a DTC model is...
The direct-to-consumer model means you don't have any retailer, reseller, or middlemen when selling to your customers.
You sell directly to your customers without third-party logistics or retail stores. Now, let's talk about...
What are the benefits of having a direct-to-consumer business model?
There are many reasons why more business owners are using the DTC model, but let's discuss three!
1. Control your business
Since you are directly selling to your customers, you can control your products' marketing efforts and business strategies.
This is similar to CPG brands or consumer packaged goods in terms of marketing.
They can market their products both online and offline. But once they reach the retailers, they don't have control anymore.
But through the DTC model, you can control everything. You can also...
2. Choose a brand positioning
You can position your brand however you want to as a DTC model. You can choose your brand identity, positioning, and marketing.
It's up to you how you want to tell your brand story, how you want your brand to be perceived, and more. As I said, you have control over your business.
And of course, you can...
3. Build customer relationships
This is one of the best things about having a direct-to-consumer business. You can connect with your customers, and as a result, you can build relationships with them.
If you do, you can turn them into loyal customers. And we know that customer loyalty is essential in building a powerful DTC brand.
So, do you want to create a strong online presence? Here are...
7 Direct-to-consumer marketing strategies you need to know
To create a strong DTC brand, you should...
1. Choose the best marketing channels
Sure, there are a lot of marketing channels you can use online. But that doesn't mean you should use all of them. You need to choose the best ones.
Here are some of the things to consider when choosing the best marketing channels for your DTC brand:
- What are the platforms your target customers are using?
- How do the platforms work?
- Is the platform best for consumers or businesses?
- Will the platform allow you to post different types of content?
- What are your marketing goals? If building brand awareness, can the platform help you?
These are essential questions because you can't just hop on a platform and start marketing there.
For example, you're selling organic teas. You can't just sell on LinkedIn because it's not 100% that your customers are there. Why? Because LinkedIn is a professional networking site.
You can try Facebook, TikTok, or Instagram because potential customers are probably there.
So... you need to understand them deeper to ensure you can market your products correctly. Not only that but also for your target customers to find you.
Another thing that can help you is...
2. Create a catchy brand identity
When you see specific colors, like these...
What comes to your mind? IKEA, right?
Because they managed to create a strong brand identity that when some people see these colors, they'd think it's IKEA.
That's the power of having a strong brand identity. Wherever you go, when people see a part of your brand... they will think of you.
And other DTC brands are also striving for this. Just like you, they want to be recognizable. So, how can you achieve this? Here are some ways:
- Choose unique color palettes but make sure they represent you.
- Have a distinctive tone of voice.
- Choose fonts and elements that represent your brand.
- Be cohesive and use the brand elements in all your marketing channels, websites, etc.
- Always highlight your value proposition because that's what makes you stand out.
Many DTC brands are popping up everywhere, especially during the pandemic. That's why you should create a brand that attracts attention and is recognizable.
Here's one of the most effective DTC marketing strategies...
3. Try influencer marketing
Influencer marketing sounds a bit intimidating because this seems pricey... but it's not because you don't need to collaborate with expensive ones.
There are different types of influencers:
- Nano-influencers (1,000 - 10,000 followers)
- Micro-influencers (10,000 - 100,000 followers)
- Macro-influencers (100,000 - 1 million followers)
- Mega-influencers (1 million + followers)
So, you can choose the influencer based on your budget. But that's not everything you need to consider. The influencers should:
- Align with your brand mission, identity, and values. Why? Because they're going to represent your brand.
- Be in the same niche. If you're a beauty brand, it's best to collaborate with beauty influencers because they have followers who like beauty. Since they're posting about your products, their followers are interested in a specific niche.
- Have a great engagement rate. If you're paying for influencers, you should get a return on investment. If you want to build brand awareness, the influencers must have a good social media reach.
Influencer marketing will help you achieve your goals because you're collaborating with personalities who already have a following on social media.
Another DTC marketing tip is...
4. Don't be afraid to try paid ads
Organic and word-of-mouth marketing are incredible. But you should not close your doors on paid ads.
Why? Because you can maximize your reach through paid ads and optimize your marketing campaign.
The best thing is it's not limited to social media... like Facebook ads, LinkedIn, and Instagram Stories ads. You can create a search engine marketing campaign on Google, too.
Here are some things to remember when creating your ad:
- Choose the right target audience. This will help your ad land the right people.
- Create an enticing visual. When your target customers are scrolling on their social media feeds, your ads should make them pause.
- Set a budget. The great thing about ads is they don't have to be expensive. But if you want to maximize your reach, it's best to allot more.
If you implement your paid advertisements properly... you can achieve your marketing goals. But that's not all...
5. Use consumer data to create a seamless customer journey
A customer journey is a path your customers go through when engaging with your brand.
Your sales funnel also plays a role because a customer journey begins at the top... which is the awareness phase.
So, you need to use your consumer data and create a smooth process for your customers. This will also enhance the customer experience when they're on your website.
But take note... you can't collect data without their knowledge. Here are some ways to gather data:
- Create customer surveys
- Conduct interviews
- Generate leads
- Gather feedback
- Use your analytics
If your website has tracking data or cookies, you should disclose it. You should also tell your customers where you will use their data and feedback.
You can also get data and make the customer journey smoother if you...
6. Don't neglect email marketing
You can get basic information from your customers through email marketing sign-ups. But that's not the only reason you'll use it.
Email marketing helps you connect with your customers because you can send them newsletters, transactional emails, and more based on where they are in their customer journey.
To succeed in email marketing, here are some things to take note of:
- Place your opt-in form strategically. Make sure to place the form somewhere noticeable but not too distracting. In doing so, you can get more leads and people on your email list.
- Personalize the emails. As I mentioned, it's important to note where your customers are on their journey. Then you can create an email based on that.
And the last DTC marketing strategy is...
7. Maximize social proof
When buying a product online, do you look for reviews and proof of authenticity? If yes, that's the same for your customers.
They need to see if your eCommerce store is credible, and you can do this by getting and highlighting social proof.
Here are a few ways to maximize your social proof:
- Show customer reviews on your website and social media
- Encourage user-generated content on your website and social media
- Collaborate with reliable influencers
If you're getting customer reviews and content, highlight them! This way, more potential, and hesitant customers will feel more motivated to purchase.
See... now you know some DTC marketing tips!
Implement these tips and create a strong DTC brand!
You see, even if you don't have a huge marketing budget... there will always be ways to create a strong brand online.
It might take some time and effort to grow your brand, but it's achievable with the right marketing strategies and mindset.
If you're looking for more ways to grow your DTC brand online, check out...