Marketing practices: paid media for D2C.

Digital advertising is a crucial component of marketing strategies for businesses of all sizes and types, especially in today's digital age. With the emergence of social media platforms such as Facebook, Instagram, and TikTok, and streaming services such as Netflix and Roku, businesses have a plethora of options for promoting their products and services.

Digital advertising is a crucial component of marketing strategies for businesses of all sizes and types, especially in today’s digital age. With the emergence of social media platforms such as Facebook, Instagram, and TikTok, and streaming services such as Netflix and Roku, businesses have a plethora of options for promoting their products and services.

However, for emerging D2C (Direct-to-Consumer) brands, navigating the digital advertising landscape can be overwhelming. But fear not, as success is attainable with the right strategy and approach. Here are some of our best practices for emerging D2C brands:

Know your SUPERPOWER:

When creating advertising campaigns, it’s crucial to consider the entire ecosystem for successful outcomes. Advertising is just one piece of the puzzle, along with UX(user experience), content, PR (public relations), goal tracking, partnerships, CRO (conversion rate optimization), creative, and targeting strategies.

To start, defining your brand’s superpower is essential – what sets you apart from your competitors. This could be your unique value proposition, brand voice, product, or positioning. Advertising takes this message and connects it back to the right audience, at the right time, with the right intent.

Once you’ve defined your brand’s superpower and created advertising campaigns that reflect it, you’ll need to consider other factors that contribute to a seamless customer experience. This includes optimizing your website for a better experience, setting up an email series to re-engage cart abandonments, and ensuring your customer service is ready to answer any questions customers may have.

Know your GOALS:

To achieve success with advertising, it’s essential to know what you want to achieve. Your goals could include increasing brand awareness, driving sales, or gaining subscribers. Defining your goals before launching advertising campaigns will allow your agency partner to track performance against those goals.

Know Industry Changes:

In today’s market, it’s crucial to be aware of changes in policies that can impact your advertising. For example, Apple’s iOS 14.5 privacy policy changed the way we advertise, and Google’s cookie ban will be the next drastic change in the advertising industry. Owning your customer data is critical because we have limited access to targeting and third-party data.

If you’re a startup or a recently emerged business, you may not have a lot of customer data yet. You can start building your database by harvesting emails and numbers through giveaways, loyalty programs, and website pop-up banners. Once you’ve nurtured those leads and kept them engaged with your brand, you’ll need a solid content calendar for your D2C brand that includes email and social media and aligns with your promotional calendar. Regular communication builds loyalty.

Don’t overdo PROMOTIONS:

While promotions can be an excellent way to attract new customers, it’s also crucial to maintain your brand’s integrity. Avoid being too promotionally driven at the beginning. First-time discounts are a great way to give new customers a reason to get into your ecosystem, but they can also attract low-quality users. Be strategic in your approach to promotions and always keep your brand’s value in mind.

Know Industry TRENDS:

Finally, it’s crucial to be aware of the latest trends and strategies in the advertising industry. For instance, influencer marketing is becoming increasingly popular, especially among younger demographics. By partnering with influencers, you can reach a broader audience and build trust among potential customers.

Creating successful advertising campaigns for D2C brands requires a comprehensive approach that considers multiple factors, including defining your brand’s superpower, setting specific goals, staying up-to-date with industry changes, and being mindful of promotions.

By following these best practices and staying informed about the latest trends, you can achieve significant growth and success for your D2C brand.

Are you ready to make it big with your paid media campaigns? Contact us to schedule a free consultation. We’re experts in Facebook, Google, TikTok, Snapchat, Instagram, and more.