DTC, or Direct to Customer, refers to the marketing + sales method in which companies face consumers directly. Compared with the previous form of middleman marketing and sales, the connection between DTC brands and users is direct and clear. In the customer acquisition stage, users need to be guided directly to the official store or website until the transaction is completed.
Therefore, DTC brands are faced with thousands of user scenarios and demands. Marketing strategies cannot be used all over the world with one move. They must be a mixture of multiple strategies. Below, we will introduce you to several marketing strategies that are essential for DTC brands today.
First, social media marketing
In the new consumption environment of the Internet where social media continues to move to the center of the stage, social media marketing has a value that cannot be underestimated for any enterprise, and its value is even greater for enterprises such as DTC brands that need to directly contact users. Continuously outputting content with unique and in-depth value can help companies gain more user attention and enhance user stickiness.
Not only that, a brand’s strong presence on social media can also help companies quickly occupy users’ minds, gain user attention, and encourage users to create a large amount of UGC (User Generated Content) user-generated content for the company. In the era of decentralization and information transparency, UGC content is often more convincing than PGC (Professional Generated Content) professionally produced content.
With such an opportunity, companies can invite users to initiate UGC content within related topics. The simplest form is such as the XXX Challenge, where products or brands are reflected in the content of the challenge.
For example, overseas home lifestyle brand Better Homes and Gardens once launched a challenge with the topic #BHGBestFrontYard, inviting users to take photos in front of their yards.
In such social media activities, users can also be invited to actively share with their friends, using the value of users’ social media social circles to reach more potential consumers and maximize the value of word-of-mouth marketing.
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Second, personalized push
For overseas users, sending personalized emails or other push notifications to users at different stages of the customer life journey, such as welcome, pre-order, transaction, after-sales, etc., can greatly enhance the user experience. If cross-border enterprises want to truly realize personalized push to users, they cannot do without the support of information systems.
Third, influencer marketing
Originality and authenticity are crucial in the brand building process, and it is not easy to create a brand IP image. Internet celebrity marketing can use the influence value of Internet celebrities to empower corporate marketing construction. In the trend of domestic Internet celebrity bloggers selling products, brand merchants have dual needs for effects and product promotion.
As a cross-border DTC seller, the key step to do well in influencer marketing is to find an influencer spokesperson who matches the corporate brand image. Because as a KOL (Key Opinion Leader), the suitable Internet celebrity fan group is basically the precise user group of the brand merchant. Cooperating with them not only brings brand promotion, but also pays for results.
Fourth, brand image positioning
The company's brand image recognition is a high-value resource for DTC brands. This recognition will be engraved in the minds of consumers and will make them think of you as soon as they need it.
Of course, this kind of recognition must be based on multiple channels, long cycles, and multiple contents. For DTC companies, they not only need to put relevant content on important platform channels, but also need to maintain a consistent style in day-to-day updates so that consumers will remember you.
In addition to the above, there are also overseas DTC marketing strategies such as personalized customization and corporate social responsibility marketing. For cross-border enterprises, the above are several directions worth starting immediately for cross-border DTC brands.
Overseas, Glossier/Everlane/Chubbies/Warby Parker/Dollar Shave Club, etc. are all masters of overseas DTC marketing. In the future push, we will also analyze them one by one. Welcome to continue to pay attention.
DTC brand marketing is nothing new. In the past ten years, it has played an increasingly important role and has become a marketing strategy choice for many companies. It has also started from scratch to help leading DTC brands stand out from the traditional retail model.
For a small and medium-sized brand, without gaining enough attention, combined with DTC marketing, especially social media marketing and other interactive methods, it can fully obtain first-hand and real user voices. Through interaction with users, timely feedback and other connection methods, users can leave a more humane and affinity impression on the brand and establish a positive brand awareness.
