D2C Caffeine - Issue No. 12

Making full use of the most common channels is of utmost necessity in this digital era, especially if you’re a D2C Brand - and this requires you to keep an eye on how to use them for marketing purposes.

1. Video Marketing

According to Cisco, video will be responsible for more than 82% of global Internet traffic by the end of 2022, in contrast to 70% back in 2017.

Meaning, a simple addition of a video to your webpage will dramatically improve the chances of you ranking higher on Google. Also increasing the opportunity to increase conversion rates with videos in landing pages etc.

Therefore, it’d be wise to include testimonials, demos, reviews and more in your video marketing strategy.

THE RIGHT APPROACH TO VIDEO MARKETING

• To improve your Google rankings, upload the videos on YouTube and promote them on various social media platforms too

• Use a particular storytelling mode of approach to establish consistency and provide a customer experience that’s unique to your brand - like with the use of a brand ambassador, through animations, following trendy approaches like Apple’s animoji etc.

2. Content Marketing

This refers to content such as: blogs, infographics, case studies, ebooks, and whitepapers.

Each of these content types are intended for a specific stage of a brand’s conversion funnel and its audience. All of which,\ satisfy a purpose like to promote your product/service, to educate your consumers to increase traffic to your ecommerce platform etc.

THE RIGHT APPROACH TO CONTENT MARKETING

• Study your audience’s needs every way possible to give appropriate answers to their questions

• Use various forms of presentation - videos, images, and text

• Be consistent and relevant with the content sent out to increase organic traffic and generate leads

3. Social Media

This is the best mode currently for easiest accessibility and affordability, even for small businesses. The networking capabilities of Instagram, Facebook and other platforms allow brands to establish the most personal connection with their audience.

Making this a HUGE plus for D2C brands.

THE RIGHT APPROACH TO SOCIAL MEDIA

• Produce engaging content - surveys & polls, visual infographics, contests, and videos

• Reply to comments (especially from new subscribers and loyal customers/followers)

• Pay attention to your subscribers’ feedback

• Include holiday specials and daily/weekly/monthly series of publications

• Encourage people to share user-generated content and repost their mentions to expand your social media reach

4. SEO & SEM

Search Engine Optimisation (SEO)

SEO focuses on the following:

• Organic traffic

• Page optimization

• Keyword research, and

• Link building

Why should one take SEO seriously? → On an average, CTR grows by 30.8% when a site moves up 1 position in Google search results (Yes, just 1 position).

Search Engine Marketing (SEM)

SEM or ‘paid search’ aims to increase traffic from search engines by using paid ads.

Allowing digital marketers to place ads on SERPs (Search Engine Results Page) above organic results. Where you essentially pay each time a user clicks on an ad, unlike organic traffic, which is generated for free.

Most popular SEM services include - Google Adwords, Bing Ads, and Google Shopping Ads.

THE RIGHT APPROACH TO SEO & SEM

• Focus on Google ranking factors: domain authority, on-page optimization, backlinks, mobile usability, high-quality content, and organic CTR

• Publish optimised content regularly to get on top of search results

• Add links that include the name of the destination in your articles

• Target considering demographics, buying behaviour, pain points etc.

• Guide visitors from ads to pages that contain contact sections

5. Mobile Marketing

Every Mobile user spends about 90% of their time on some app. Targeted right, the ecommerce potential for a brand is overwhelmingly high.

And considering 69.4% of all internet users make purchases from a mobile phone proves why every brand out there is taking a mobile first approach.

The globally welcomed mobile marketing strategy currently is via instant messaging, and namely WhatsApp - helping businesses connect with consumers on a more personal level, in every stage of the customer journey.

THE RIGHT APPROACH TO MOBILE MARKETING

• Make yourself mobile-friendly with a responsive design

• Simplify through additions such as QR codes - so consumers can reach your site with ease, save your contact details with ease, and pay with ease

• Segment your audience by creating lists, so you can send the right messages to the proper recipients

6. Display Ads

These are basically banners with images, videos, and music to communicate your marketing message on various platforms - be it website, social media or any other.

THE RIGHT APPROACH TO DISPLAY ADS

• Clear logo placement

• Crystal clear value proposition, with emphasis on your USP

• A smooth transition from the ad to the landing page

• Branding conveyed well through imagery

• A strong CTA - a phrase that focuses on customer needs

• A responsive display ad should be the only kind

7. Email Marketing

Most professionals use email several times a day, making it an essential addition to a brand’s marketing mix.

THE RIGHT APPROACH TO EMAIL MARKETING

• The most important - an engaging email subject to motivate subscribers to open

• Tune campaigns to users’ location, stage of the purchase funnel, demographics and other user specific data

• Obtain feedback from consumers, send surveys and polls to measure client satisfaction

• Provide customer support via email

That’s the end of our 7 course meal on Marketing Channels.

See you on the next brunch date!

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