The Direct to Consumer approach has plenty of benefits, such as having a closer relationship with customers, lowering distribution cost by cutting out the middleman, better access to more targeted data, or controlling the brand’s image. So it is no wonder more companies want to implement this strategy. But how to even get started with Direct to Consumer marketing?
Solve a customer problem
If you want to win the hearts of consumers, you need to offer them something of real value and help them solve one of their problems (or more if you can). It’s not a coincidence that the best DTC marketing examples include brands that assist their clients in their day to day life. Dollar Shave Club focuses on high-quality razors for a low price, Warby Parker lets you try multiple pairs of eyeglasses at home, and Shping allows you to compare pricing on products and earn money in the meantime.
Focus on technology and welcome all the data
Running a Direct to Consumer business means wholly embracing the online world, along with the massive bulk of data it offers you. Of course, most of this information can be used by you to innovate your brand, learn about consumer behaviour, launch new and long-awaited products, and so on. And, because DTC marketing offers you plenty of targeted data, you can also define which online channels are actually preferred by your customers. Some of them will favour shopping through social media sites, some will be more inclined to trust an influencer, and some will want to have an app for quick and easy access. Learn all of it and use it to your benefit!
Embrace the world of social media
If you want to focus on DTC marketing, then you should embrace the power of social media. Whether these are your own social media channels and campaigns, cooperation with influencers, or other partners, it will become an invaluable part of your marketing efforts. You have plenty of options in that regard! You may produce a viral spot, focus on micro-influencers and build a solid and credible online community, or you can even ask customers to make their own content for your brand. The sky’s the limit! (See also our previous article: How content can influence purchase).
Offer first-class customer support
Since you have selected Direct to Consumer marketing and there are no middlemen anymore, all the customer support related issues fall to you. And they are crucial! That is why you should provide your customers with many opportunities to get help from your brand, including via email, phone, social media, or mobile application. In many cases, it’s best to retain the customers you already have than to keep constantly increasing their number. And of course, in the online world, both negative and positive customer experiences will spread around quickly and can make or break your brand’s image.
Reward clients and build engagement
As we mentioned, one of your DTC marketing goals should be maintaining your customer base and making sure they’re enjoying the service you provide. One of the best ways of achieving that is by incentivizing clients to engage with your content and offer them added benefits. For example, you can reward them every time they use the mobile app or grant a discount code for leaving a comment on one of the products. Rewards could be then converted into real money in your online store, which will give them even more reasons to keep up with your brand.