5 questions to ask before creating your direct-to-consumer marketing strategy
March 12, 2021
Almost every brand is faced with a crowded online market, fierce competition, and an army of resellers.
With ecommerce sales accelerating at break-neck speed, understanding the keys to a successful direct-to-consumer marketing strategy is more important now than ever. Our goal is to simplify this process for you and ask questions to help you think critically about your direct-to-consumer marketing strategy. Let’s get started.
1. Is my value proposition strong enough?
The foundation of your direct-to-consumer marketing strategy begins with your value proposition. At this stage, you need to question how your brand’s voice will be heard within the marketplace. Why should the consumer buy your product instead of others? Why does the consumer need your product?
Your value proposition is about solving for your brand’s “why”. Determine what makes your product or service unique, and consider its purpose.
2. Do you have an acquisition machine?
A well-oiled acquisition machine can be worth its weight in gold. The best way to consider how you reach customers is through stages of the marketing funnel: awareness, engagement, and conversion. Begin by taking a 360 approach to your customer experience and map the consumer journey.
Why do successful direct-to-consumer marketing strategies revolve around the consumer journey?
Multiple considerations factor into a consumer’s decision to buy your product/service. Mapping the consumer’s interests and behavior can help to harmonize touchpoints throughout the journey and de-silo the execution of omnichannel media programs.
Using an advertising automation platform like illumin can help marketers stay consistent in their messaging all the way down the funnel.
3. Is the user experience frictionless?
Compressing your consumer’s path-to-purchase is crucial for increasing customer acquisition.
When Amazon introduced 1-click check-out in 2011, it proved that in some cases awareness, engagement and conversion can all happen in seconds. The rise of ecommerce marketplaces has emphasized the need for frictionless and efficient online experiences. The trend has expanded beyond marketplaces, with important implications for every brand. Reducing the time it takes to gratify your customers is vital to a strong direct-to-consumer marketing strategy. If there are too many clicks between finding a product you want to buy and checking out, you will probably lose the sale.
4. What’s the story?
As a result of the pandemic, worldwide ecommerce sales grew 27.6% and reached a total of more than $4 trillion in 2020. So how do you capture attention in the sea of digital buying options?
The answer is personalized content and a clear story.
As a marketer, it’s your role to understand your brand’s narrative and what connects you with the end-user. There are a variety of platforms that leverage customizable content and tailored experiences for each one of your customers. Put yourself in the customer’s shoes and ask “if this brand were a person, can we relate, and would we be friends?”.
5. How are you helping people?
71% of consumers prefer buying from brands whose values align with their own. People want to buy from brands that have a positive impact. Ask yourself how your offering can change your consumers’ life.
The simplest and most effective way to market in 2021 is to be helpful. This includes making sure your content addresses your consumer’s pain points, instead of pushing them towards your desired action. However, it also means standing on the right side of history with respect to social injustice, policy, and climate change. Consumers want to connect with brands on a personal level, and expect them to be positive contributors to society.
Take the next step
AcuityAds hosted a virtual panel with seasoned experts to share their insights & experience building successful direct to consumer (DTC) and eCommerce businesses. Watch the video replay and review the presentation materials by clicking here.