Tag Archive for: DTC

You have a new product to launch. How can you ensure consumers find it when they’re shopping? Marketing experts say the average person sees between 4,000 and 10,000 ads in a single day; everyone of them claiming to be perfectly targeted to your ideal customer. People tune out most ads. But for DTC brands, the ad addiction is real. Why? Because it’s easy to establish direct ROI. Even when brands know the ROI isn’t great, they can’t seem to get off the treadmill because they know what to expect.  And with AI emerging, there is likely to be further disruption in the consumer industry. You’ve worked so hard to create a great brand and a great product. So, if not for advertising, how do people discover new brands today?

 

Give Them a Reason to Talk About Your Brand

Because we’re so inundated with signals and ads, buyers rely on friends and family for suggestions more than ever to help them filter through the choices. Every consumer brand understands the value of reviews, but referrals from friends and family are even more essential. 27% of consumers rely on trusted sources like friends for new brand discovery. Also, the older the target customer, the more likely they are to rely on advice from friends, with GenX (30%) and Boomers (35%) relying most heavily on friends and family.

But giving your advocates a gentle nudge and a reason to share your info with friends is even more important. We see this a lot with referral codes. Still, when a customer wants to advocate for you, or want to tell a friend about you, they aren’t likely going to go digging around for a creepy referral link that makes the receiver think their friend is only recommending a brand so they can save $10. It’s icky.

Instead, think about your content and social proof. For example, write tangential content that’s interesting and useful to your customer, not just about your brand. For example, if you’re a food brand, then write content about your favorite cooking tools in your test kitchen.

Also, when you secure consumer press, celebrate it with your customers. This IS a good time to offer a promo code because it’s one more reason to say to a friend, “hey, this is the skincare lotion you asked me about; it’s on sale,” AND it comes right next to the social proof that backs up your customer’s choice to share your product.

 

Search Engine Love

31% of consumers find new products on search engines. Consumers use search engines during two buying phases: the research phase and the buying phase. You want to be present for both, because that’s how people discover new brands

First, assuming your website is well constructed, and your product pages are well designed, your next step is to embrace the reality of the internet: content marketing. With the latest advances in AI-generated content, creating content for your website has never been easier. Just be sure to review your content and ensure the quality is there because content is often a consumer’s first exposure to your brand. There are countless ways you can use content marketing. Look at the way Sarah Blakely was always the #1 brand advocate for Spanx.

Second, if you sell DTC, use Google’s product review advice to help you build content that matters to customers. Our annual guide has many tips and hints about building consumer content that will help you stand out in search engine results.

But it’s not just owned content that customers love. When potential customers search for products, they’re in the buying phase, and that’s when they’re looking for reviews that jump out at them from search results: reviews by trusted media outlets. This is really important because publishers have massive amounts of content and SEO, so their product reviews are highly visible. And it doesn’t seem to matter if the press outlet uses affiliate links, so long as it’s disclosed. We’ve had clients sell out warehouses full of product due to affiliate links. Notably, affiliate links from friends might seem creepy, but product review affiliate links from media outlets are perfectly acceptable. Why might that be? When you learn about how people view lures and rewards, that’s another reason you must allow your marketing and PR to work together when considering your DTC consumer.

Influencers Gonna Influence

We can’t really talk about DTC PR without talking about social media influencers. It’s not just younger generations turning to TikTok for product discovery. And social networks catch buyer in all three phases – the awareness phase, the buying phase, when they’re researching a product, and the curiosity phase. Ensure your influencer campaigns work for both those phases, and be conscious of how impulsive your customers are when strategizing campaigns with content creators, because buyers are increasingly impulsive on platforms like TikTok.; 65% of GenZ and Millenials make impulse buying decisions at least once per month, compared to 38% of GenX and Boomers.

 

Using these modern PR tips to capitalize on how people discover new brands and tactics will make your investment pay for itself much faster.

Using PR and Social Media for DTC Brands

[5 minute read]

Direct-to-consumer brands are increasingly growing in popularity and there are distinctive expectations consumers have for DTC brands in PR and Social Media. Instead of buying from a third-party retailer, customers can purchase products or services directly from the company. Successful DTC brands typically have one thing in common: a strategic and effective way to reach their target market and ensure their market will trust their brand.

Utilizing targeted public relations and social media campaigns for DTC brands can create brand awareness, reach your ideal audience, and engage with current and potential customers. However, it’s not merely about posting things on Twitter or Facebook, and suddenly your business makes more money and grows. Creating a successful digital marketing plan means knowing when and how to use consumer PR and social media for DTC.

Why Brand Awareness Is Crucial

If you have a DTC business, you need to implement a marketing strategy that focuses heavily on brand awareness. In the beginning, your main goal isn’t as much about making sales as it is about garnering attention from potential customers, so they know who you are and the types of services or products you offer. These are the people who might encounter your brand again down the road and decide they want to buy something.

Building brand awareness begins with online advertising. Your target audience should be served interesting and unforgettable ads. It’s about creating a lasting impression in the minds of potential consumers and building trust. The more ads they see from you, the more they will feel comfortable with your business. Online shoppers are more likely to trust a brand they’re familiar with than one that doesn’t seem legitimate.

Using Social Media to Engage With Customers

Once you’ve established yourself as a brand, you need to maintain that awareness throughout various digital marketing platforms. An effective way of doing that is by using social media. Facebook, Instagram, Twitter, and YouTube are excellent forms of marketing to target a specific demographic or communicate with current customers.

You can increase your followers, attract new viewers, and engage with the people who are actually purchasing your product. The share feature within many social media accounts also allows users to quickly and easily spread the word about your brand to others. It’s basically like word-of-mouth advertising but via the internet.

One of the best features of social media marketing is customers’ ability to buy things through links included in the posts. If you incorporate relevant links in each post connecting to your products and services, it creates a hassle-free experience for consumers to make a purchase directly from your Instagram page or YouTube video.

Don’t Forget About Your Public Relations Plan

The right public relations strategy can inform the public about a company’s brand, build and maintain reputations, and gain credibility with a target audience. It’s not just about letting people know you exist, but also about letting them know exactly who you are. You’re trying to create an image, and the way you go about doing it can have a positive or negative impact on consumers. Public relations is more than a press release.

Some of the most common PR strategies include:

  • Brand identity

    – Choose a logo, determine how you want your website to look, pick the tone you want to convey when communicating with customers, and pick visuals to use for your social media campaigns.

  • Messaging

    – You should include a backstory about who you are and how you got started. You should also incorporate your company’s values and mission. It’s critical that your tone remains consistent throughout all PR and social media for DTC. If you regularly change the voice conveyed through your marketing, customers will have difficulty trusting you.

  • Events

    – You can host an event or sponsor one where you know your target audience will be. Potential customers will see that you’re a legitimate business and learn about the products or services you sell. You will also have the opportunity to speak with them face to face and build trust.

  • Media

    – Earned media and press releases are an excellent ways of notifying the public about the launch of your new brand, releasing a new product, or a sale or giveaway.

  • Partnership

    – Partnerships can be a significant part of promoting your business. You should stick with people and companies that are relevant to your brand. For example, if you sell hiking gear, it wouldn’t make sense to work with a restaurant. Instead, you might want to partner with a sporting goods store and stock their shelves with your product.

Combining PR and Social Media for DTC Brands

Your brand could benefit from integrating your social media marketing and public relations campaigns, since both can complement each other.

Common examples of integrating social media and PR campaigns are:

  • Influencer Outreach

    Social media influences are an excellent source for promoting someone’s brand. They typically have hundreds of thousands or millions of loyal followers who trust them and purchase the products they promote.

  • Digital Press Releases

    Traditionally, companies send press releases to journalists to convey information about their brand. However, in the digital age, you can publish your own press releases on your social media accounts, through email, or as a blog on your website.

  • Using PR Coverage in Your Social

    When you receive coverage in the media supercharge that social proof and enhanced trust building opportunity by using the coverage in your organic and paid social media. Consumers will be impressed and more willing to try your product.

  • Forging and Maintaining Relationships with Journalists

    You can use social media to create relationships with journalists in your industry that benefit your company and achieve your marketing goals. It doesn’t take much effort to gain their trust and support – if you take a genuine approach by following them on social media and sharing their posts, they might be willing to do the same for you.

Contact Avaans Media

If you’re looking for the right marketing agency to expand your digital audience, increase your return on investment, and successfully grow your business, Avaans Media can help. We have over a decade of experience creating and implementing effective consumer product PR and social media campaigns for DTC brands.

Schedule a call or complete our online form if you want to discuss your goals and determine the most effective strategy for improving your online presence.