The D2C or direct-to-consumer model is increasingly gaining popularity in today's rapidly changing market. A D2C company creates its own goods in its facility and further distributes them using its own channels. That way, these companies completely eliminate the middleman or distributors and reach their customers directly. Although, this wasn't the case in the pre-digital era when retail brands greatly depended on supermarkets or other distributors to sell their products. But this scenario changed with technology and growing digitisation coming into the picture.
Why D2C model?
Post-pandemic, more and more business owners took their businesses online. They found newer and better ways to reach their customers digitally. Customers started getting home deliveries of goods or services that previously seemed unimaginable! That way, businesses started earning bigger profit margins, and customers were assured of comparatively lower prices with the absence of any additional costs. Basically, a win-win situation.
Hurdles in the way of a successful D2C business
As convenient as the D2C model might seem, it comes with its own set of challenges. Without distributors, the responsibility of marketing their products and services falls entirely on the shoulders of D2C business owners. They needed to find new and innovative techniques to target, retain, and nurture customers. Stores had the advantage of customer loyalty, brand recognition, better locations, and a huge variety of options to choose from. Despite these advantages, D2C business owners had to convince their customers to buy products directly from them.
If you're a D2C business owner, we have made your job easier by compiling a list of actionable digital growth marketing strategies that can help your business scale.
Actionable D2C digital marketing strategies for D2C brands:
1. Build a brand story
One of the initial steps in your direct-to-consumer marketing is building a strong brand story. Having a great product in itself is not enough to attract customers. Your brand must have a personality, a strong voice, a messaging style, and a well-defined purpose and goals in place. It must have a strong narrative that customers can relate to and engage with. It needs to establish its credibility and voice through predecided communication and visual guidelines. Once all these elements are sorted, your brand can appeal to customers and engage them effectively.
2. Understand your buyers
Like any other marketing, in D2C marketing, too, the customer is king. Hence, while marketing your D2C products, you must consider having answers to the following questions:
- Who is this product or service for?
- What benefits will the customers get by using it?
- How does your product or service fit into the marketplace?
- What distinguishes your product or service from competitors?
- What aspects of your offerings are most important to your customers?
- What are their preferences and buying patterns?
- What kind of content do they consume?
Thorough market research will help get answers to all the above questions. These answers will help you understand your buyers better. You also need to consider how modern customers' preferences, buying patterns, and mindsets have changed rapidly. Considering these changes and setting the tonality, style and communication of your brand can surely be beneficial.
3. Leverage social media & influencer marketing
Customers today are heavily influenced by social media. Most of them spend a considerable amount of time on social media each day. So, the best way to target these customers is by leveraging social media and influencer marketing. Sharing engaging content that adds value to the knowledge of your target audience can help build brand trust and credibility in their minds. While doing so, brands must ensure that their content is personalised and authentic.
Apart from that, you can also leverage influencer marketing, where you work with bloggers, vloggers, and other social media influencers to create a buzz around your brand. Besides this, influencer marketing is also one of the most effective ways to target a large audience and increase leads.
4. Make the most of good reviews and testimonials
With online shopping gaining traction, most customers rely on online reviews and testimonials before purchasing any products or services. D2C businesses can leverage their loyal customers' good reviews and testimonials to market their products and services. As a D2C brand owner, you must collect these reviews and testimonials and share them also on their own website and marketplaces.
You can especially focus on the reviews that highlight your brand's unique selling points or the ones that describe how your offerings changed your customers' lives.
5. Drive awareness through SEO & PPC
Now that we have understood exactly what D2C marketing is next comes understanding ways in which you can reach your potential customers faster and more consistently. You can do this with SEO or search engine optimization and PPC (pay-per-click) ads. They allow your brand to stand out from your competitors and increase brand awareness.
For D2C brands, effective digital marketing strategies are crucial to attracting and retaining customers. While there are so many strategies to choose from, having a team of experts to guide you is always beneficial. We at Amura Marketing Technologies can help transform your D2C brand digitally and attract more customers with our data-driven MarTech solutions and full-funnel marketing approach.
Being India’s leading e-commerce marketing agency, we have over 15 years of experience, an on-time delivery record, extensive market understanding, agile processes, and a team of 300+ digital experts. So, are you ready to scale your D2C business digitally? Get in touch with us today!