Tried & Tested D2C Marketing Services

D2C Marketing Solutions to Generate Profits and not just Revenue

Inbound marketing is the buzzword these days and it simply summarizes marketing strategies to drive your digital marketing strategies from awareness, consideration, intent, and purchase i.e. quality customers(leads) to your product. Where we grew up with the laws of marketing and the 4P strategy, push marketing is less effective these days which is evident in the contribution of revenue coming in mainly from the digital inbound marketing streams/channels. 

 

Based on our marketing research and results with our D2C clients, we saw the cost of acquisition of customers through inbound digital marketing activities cost lower than traditional push marketing lead strategies. It is then no surprise, with experience and knowledge of segmentation and targeting, the costs of converting leads and acquiring leads can be optimized with excellence i.e. ROI 1: 15 and above.  

 

We disrupt the digital marketers you hired and also the marketing agencies you hire because we are highly targeted, highly accurate in our content marketing, social media marketing, and email marketing. We always respect the laws of traditional marketing but we must acknowledge that there is a reason why other D2C businesses are doing well and better than you despite selling the same product or service at a higher price, and that is because they have mastered the digital capabilities in returns. 

 

Time is critical and of the essence, you can wait and experiment and learn or you can shorten the learning curve by engaging an experience D2C Digital Marketing Agency.

 

The key to success lies in getting off your ego and understanding what drives your products.  To the obvious, D2C businesses and strategies are different for different industries but beyond that, it is important to note that your strategies and inbound marketing mix strategy within the industry itself has to be best optimized for your conversions and to redefine your lead nurture tracks. How you develop and visualize your content styling and customer segments are not different by industries but are different by needs and pain points. When you can understand how to include the pain points and needs of your customers in your digital marketing content and marketing activities, you will reach a level that your competitors will not be able to get to and boom, that when the results speak for themselves.

Our Marketing Services

 

Data science is the starting point of our journey in crafting the digital marketing strategy. If your business or organization has a digital marketer, an agency, or you are shopping for one, and you see that they don't use data science (either R programming or Python( to kick off the strategy sessions, you better take your investment and run. We manage each of our clients in a bespoke way with customized and personalized solutions. With your product and business, your always-on communication strategy needs to be dynamic as both your needs and your customers' needs are evolving and changing daily, and to keep up with that speed of avoiding digital fatigue, we are best geared for that speed.

 

Our Popular Professional Services in Inbound Digital Marketing is made up of the following mix for the optimal and aggressive ROI lead and customer conversions :

Data Science Marketing

Kmeans cluster analysis, conjoint analysis, web scraping of data from potential consumer and customer data to drive the targeting, segmentation, psychographic and demographic targeting by geography that feeds into keywords, messaging, content, and media consumption channels.

Search Engine Optimization

Keywords targeting, raking, with regards to your business, industry, customers, and competitors to drive organic page views and creating content that will be impactful to drive longer page duration and sessions. 

Social Media Marketing

Sentiment analysis, tone of voice, and repurposing of content to drive the brand's mission, vision, inspiration, while ensuring engagement, shares, advocacy, returning visitors to landing pages, and even direct conversions on social media itself.

Content Marketing

Dynamic content to disrupt the regular communication and standard customer journey by performing customization, a/b testing, and multivariate testing to circumvent digital fatigue.

Branding and Strategy

Bold and striking content to establish your product's positioning and value proposition depending on your strategy ( leader, innovator, first to market, or fast follower).

Pay Per Click Marketing

Scientifically and mathematically adjust your paid media mix on platforms such as Google AdWords, Twitter, Tik Tok, Bing, Yahoo, Facebook, Instagram, to drive the low cost of CPC or CPA traffic with a focus on quality rather than volume and impressions/eyeballs.

D2C Marketing Services

marketibble's prowess is in assisting D2C Professional Products and Services Businesses to brand and market their products and services online. Here are the D2C businesses we are assisting currently:

 

Product Marketing

A physical product that sells on e-retailers like Amazon requires a dedicated style of marketing. D2C product companies should drive awareness with customers and consumers in their top of the funnel journey to ensure the lifetime customer value is fully tapped and the customer in the wheel of loyalty. Showing up top on relevant product searches, having quality product reviews and strong product advocacy helps drive 3rd party credentialing that accelerates your products and business reputation in the fast pace D2C purchase lifecycle of products. 

 

B2B2C Marketing

Traditional B2B companies are behind the 8th ball when it comes to digital marketing and believes in the traditional word of mouth B2B marketing. Intel was a B2B firm that understood that it needed to go with a B2B2C strategy because demand generation was not being fulfilled from their partners effectively. We create white label digital marketing strategies to allow B2B businesses from hotels to SAAS companies, to guide their partners to execute impactful digital marketing strategies without even lifting a finger. By white labeling our services to your client and end consumer, you will be seen as the thought leader in demand generation marketing, and not only will your current partners be satisfied but new partners will want in on your services and drive new business partnerships.

 

Authors & Publisher Marketing

Authors and publishing companies are struggling to promote themselves, their books, and holding on to the Gen Y and Z audience. There are more than 8 million books online sold on amazon that are competing for the same objective and yet only the top 100 are making the right moves in promoting, targeting, and converting. You can't just create a great book and let it sleep on the shelves or in your publisher's distribution network, you need to step up and have a solid marketing plan for yourself, your brand, and your books through an impeccable digital strategy. We can help you build your audience network and brand.

 

Ecommerce Marketing

Services and product companies are aggressively running their independent e-commerce platforms on Shopify or Squarespace and competing against the giants like Amazon, eBay, and Alibaba. If you are a small to medium enterprise selling your products or even a distributor looking to market products, it is essential to stay ahead of the curve in driving your independent e-commerce site. Content marketing is going to be the end-all and be all of the fights to garner the market share of conversions from your target audience.

 

Real Estate Marketing

Real estate agents in this day and age have to engage effectively on digital to with a D2C specialized marketing firm. Most real estate firms are using aggregators and listing platforms to fight for visibility and honestly, that strategy is the way too slow. Real estate companies should encourage their agents to start investing in digital marketing skills and conversing with potential home buyers by launching digital marketing campaigns. Real estate firms are banking on their sales records, referrals, and brand's familiarity to represent new clients. This is why we developed a digital strategy for real estate firms to grow their agent's digital marketing skills, reach, and reputation to stand out against the competition.  

Education Marketing

Educational institutions offering online classes must perform D2C marketing services by creating a holistic and personalized education marketing plan with a focus on Data Science, SEO, Social Media Marketing, Content Marketing, Pay per Click marketing, Branding & Strategy. Our strategies will allow you to size the market potential, target potential students not just locally, regionally but also globally. For the Chinese market (because of ICP constraints and the fact Google, Google PPC, Facebook, etc. are not efficient solutions), we use a different SEO, PPC, and Social strategy for separately. We can guarantee that your school will rank highest on Google ensuring that your education company becomes well known in the industry. 

Complete Guide to D2C Marketing 

 

Direct to Consumer marketing cuts the middle man, increases profits, and allows product owners, brand owners, and businesses to sell directly to consumers and to dictate the journey of the consumers or customers. 

 

What is Direct to Consumer?

For decades, giant consumer goods companies like Procter & Gamble, Nestle, Unilever have marketed their products using the traditional 4P strategy of Price, Promotion, Placement, and Product. Particularly in promotion and price, push marketing techniques like TV advertising, SMS marketing, billboard ads, and sales promoters were used while distribution was mainly in retail stores with minimal business promoted and sold online. These products were marketed by trade marketing managers and were sold to businesses (B2B) who in turn marketed to the end-user (B2C). What happens usually in this process of selling to the end consumer is that the brand takes a profit margin and so does the retailers (B2B). And eventually what happens is that the competitors start playing with margins, providing more advertising spend for premium retail store coverage on shelves and plenty more facings so that they can eliminate the competition. This results in a price war and the products becoming a commodity with no added value to the end consumer and the market became a place where everyone was looking for the next best deal or offer to surface itself.

 

The comfort of this model was that the factories can stay afloat and continue to run because they would have a commitment to a MOQ (minimum order quantity) from the retailers (B2B). But what has happened in the past 10 years is that consumers have changed their customer journey and how they purchase items with lesser items from retail and more purchases from online platforms. Retail stores became more of a concept store, a sample store, or experiential/trial store before the actual purchase was made online. And in fact, B2C businesses begin to receive lesser and lesser orders from retailers and stores were less frequented.

What is D2C for a B2C company?

D2C (Direct-to-Consumer) is when B2C takes away their B2B model and go direct.

 

Why D2C?

In D2C, you helm the strategy, the experience, the engagement, the relationship, the data, and you keep a good 80% of profits by taking on average 40% margin back from the B2B businesses and provide you greater flexibility in price promotions and offers at your new margin. You can even pass on more savings to your consumers by adjusting your retail price.

 

When am I ready for D2C?

D2C is suitable for all companies and businesses whether you are B2B, B2C, or B2B2C. The barrier to entry is low and you need not invest in high technology, into digital marketing experts, and you need not educate your consumers and customers because everyone is very aware of the D2C journey and the D2C product conversion cycle.

 

How do start paving the way to take your business to D2C?

It starts with understanding your business revenue model and brand architecture, your D2C product offering and segment, online marketing media mix, online sales channel mix, and customer relationship management strategy.

 

Pros of a Direct to Consumer Strategy

In the value chain, the direct-to-consumer strategy benefits the brand owner and the end consumers and customers.

  1. Dictate the Consumer Experience: Being in charge of the end to end product lifecycle enables allows the brand owners to deliver the right brand experience.

  2. Customized Consumer Experience: Brands can create customized journeys, personas, messaging, offers, pricing, and content to enrich the consumer experience and keep the consumer's wallet loyal to the brand.

  3. Testing the Brand's NPDs: Brands can test new products and concepts with their loyal, new users or competitive users more effectively.

  4. Consumer Data & Marketing Insights: The brands can study, utilize the CRM data, and craft remarketing, retargeting and lookalike audiences strategy for their marketing outreach. 

  5. New Sales Channel: A D2C strategy gives brands a new sales channel and helps balance the business revenue mix healthily and sustainably.

  6. Increased Profits: If Brands know how to target and reach their audience with a low-cost CPC and CPA, then each sale or conversion would have a low cost of advertising, giving the brand more profit.

  7. Improved Supply Chain: A direct strategy allows manufacturers to bypass their traditional retail distribution partners, saving around 10-15% from wholesale distribution and 15-40% from retailers.

  8. Direct to Market: A D2C strategy allows brands to launch without the traditional process of meeting buyers, paying listing fees and negotiating joint promotion budgets. 

  9. Unlimited Product SKUs: Brands have the liberty to showcase their entire product portfolio and sell across regions and geographies without the concerns of finding distributors and B2B partners in whitespace markets.

  10. Partner with Retail to clear slow-moving inventory: Many brands face returns from retail partners where 65% to 70% of retail returns are in good order and be resold online. 

 

Executing a D2C strategy is simple and the core 5 approaches below are the most critical to get started with;

  • Business Revenue Model

  • D2C Product Offering and Segmentation

  • Online media mix

  • Online sales channel mix

  • Customer Relationship Management

D2C Product Offering and Segmentation

 

Brands need to select the right D2C products based on the different segments of consumers. For instance, a high size of basket consumer will want to buy all the regular and best-selling SKUs from the brand and a new buyer would want to buy small size and trial size SKUs if they have not particularly experience the brand before. Therefore, there needs to be a clear selection of D2C products that are appropriate.  

 

Exclusive Products

One way to not cannibalize on your retail sales and upset your retailers that are already doing bad is to select exclusive products that are not sold in retail to be sold in your D2C platforms.

 

Product Sampling

In the traditional days, product sampling was a very expensive activity where brands had to pay for consumers to trial their products or receive losses by providing sample upfront to retail B2B businesses. This took a huge hit in the expenses of the brand affecting its' P&L. These days you can save on product sampling costs by offering product samples free in the purchase of your customers for free (after a purchase is done) or even promote limited-time offers on your D2C platform eg. an incentive of receiving a free product sample for every purchase of an SKU. 

 

Product Pricing

With the ability to manage product pricing against the cost of raw materials that is also a variable, brands can manage with dynamic pricing to better test, iterate, and convert the consumers that have more surplus and convert consumers that are price-sensitive and have lower surpluses at different occasions to maximize the pricing strategy. 

 

Product Segmentation

Traditional brand's approach to guiding the product segmentation strategy was to work with the retailer to shelf the product by the category, the price, the size, and have shelf banners/talkers/wobblers and displays on retail explaining the product attribute accompanied usually with a sales promoter with a sales sheet that instructs them to target a demographic base with a certain messaging structure.   

 

With a D2C strategy, the product segmentation and targeting game are at a higher level using data and data science to analyze consumer intent data, consumer behavioral data, online consumption habits, competitive data, consumer content preference data, and consumer product preference data. The messaging is dynamic and even the target audience base is dynamic depending on the USP of the product that you are highlighting and to which cluster at which part of their consumer journey.

Online media and Online sales channel mix

 

Earlier on, we mentioned product selection, data science, and targeting as the backbone for D2C strategy and now we are going to complete the D2C strategy by shedding insight into the online media marketing mix and the online sales channel mix. 

 

Here is the consumer funnel simplified,

  • Awareness Strategy: What is your content strategy to drive awareness amongst new customers?

  • Consideration Strategy: How quickly are you going to bring them from awareness to consideration?

  • Intent Strategy: Which channels will you engage disproportionately to create demand and intent?

  • Purchase Strategy: How to drive conversions at the most specific touchpoints (channel) that your customers purchase most often

Owned Media

D2C companies must ensure that the products and brands have the write tags, descriptions, keywords to drive organic and to come up in the search engine results of Google and Bing. This is no longer a simple task anymore and there are numerous intricacies involved in search engine optimization (SEO) and the SEO strategy is not a one size fits all. There have to be content and SEO tags, titles, pages, content, schema(rich snippets) that are tailored to the funnel strategy, and further tailored to the segmentation strategy.  

 

Paid Media (eg. Google Search and Display) & Email Marketing

Google Search/Display ads and Email marketing has become the core conversion drivers in the lower funnel strategy. And most companies make the huge mistake of buying generic and broad keywords on Google Ads and sending out Emails to their entire base with low click-through rates. They have not only failed to optimize efficiently but also spend almost thousands of dollars monthly, which is ridiculous. The smart D2C company will know that your keywords are targeted and that you will only need to spend a few hundred dollars per month on Google Ads while the way to ensure a 90% click-through rate on your email marketing ads is to always do an "a/b test" to a small sample size of your base first. What does this mean and how do I do it? That's what marketibble is here for.

 

Owned and Paid Social Media

The most popular social media channels are Facebook, Twitter, Instagram, youtube, and LinkedIn and we would go as far as saying tik tok because of the effective data monetization strategy it has for D2C companies. It is imperative to know that content on social media has a half-life or in other words die after 2 weeks. This means if you are running paid social media content, you need to refresh the content every 2 weeks with new creatives, copies, and even a new call to action. It is a disciplined approach to driving conversions. If you are driving awareness, you would also repurpose and renew your content regularly with a preference of every 2 weeks but ensure that your content is engaging and that it is content that people want to share or comment about. Your content has to socialize and when people share your content they share it because they feel connected to your messaging.

The D2C strategy used to be an extension to the overall marketing strategy but since the opportunities opened up for selling and converting on Facebook/Instagram, this changes how we should engage on Facebook and Instagram from a D2C standpoint.

 

Customer Relationship Management (CRM)

For a D2C company, Customer Relationship Management (CRM) strategy is everything as it feeds to the customer journey, customer lifecycle, the remarketing, retargeting, the analysis as to where the customer drops off in the online journey and why, the analysis to the content that sticks to that customer and the opportunity to segment, cluster, personalized and customize future landing pages and shopping experience for your consumer. CRM is no longer just about managing and maintain customer relationships, track sales leads, and triggering automated marketing strategies, CRM is about the D2C strategy itself.

Accelerating Your D2C Marketing Strategy

Data Science Tools

You want to learn how the fundamentals of kmeans cluster analysis and conjoint analysis (ratings and choice-based) as these will guide you to the "a-ha" moment in finding the right target, segmentation, keywords, and messaging.

 

SEO Tools

You want to look beyond the standard tools and dig a little deeper by understanding keywords raking, keyword prominences, and density that would ultimately affect how Google crawls onto your site and increase your rankings.

 

Email Marketing Software

 

Familiarize yourself with the email marketing software that allows for a/b testing so that you can optimize an email like an ad for the best click-through rates and results.

 

Social Media

In the social media space, the sentiment of the audience is key. It is important to map out and analyze posts by the NLP language so that you can get a better sense of what posts are emotionally connecting with the audience and why.

 

Landing Page Tools

Landing pages are dynamic and no longer unidimensional, they are all about customization, personalization, and targeted messaging.

 

Online Advertising Tools

These tools let you develop display advertising on every major online platform. In addition to publishing at a wide-scale, you will also get visibility on how your ads are performing.

 

Analytics

These are our favorite tools that provide you the data and you just need to understand the science of dicing and splicing the data to dig for the insights that are beyond the dashboard metrics. 

 

When the tools above are combined and are used in tandem, the cumulative effect of their parts brings a holistic exponential chain effect and enables the D2C strategy to achieve excellence.

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Ontario, Canada

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