3. Lead with your messaging
Despite the promise that comes with direct-to-consumer growth, you still have to set yourself apart from the competition. This is where your company's values and personality come in. Consumers prefer buying from DTC companies that stand for something. Take up a mission or cause that will benefit the community and ensure it is highlighted in all your promotional materials.
4. Harness your data
One of the basic requirements of implementing a direct-to-consumer growth strategy is embracing technology. Interactions between you and consumers will take place online. As such, digitization is non-negotiable when it comes to direct-to-consumer growth.
Fortunately, with digital tools comes greater access to consumer information. Such data can help you identify trends and consumer preferences, thus giving consumers personalized offers. As a result, you will earn more sales from each consumer.
5. Leverage influencers
Influencer marketing, or having a public figure promote your products, is a hugely successful growth strategy. A survey conducted by the Interactive Advertising Bureau (IAB) found that celebrities influence 20% of DTC shoppers.
The goal of influencer marketing is to inspire clients to make a purchase. With the rise of social media, marketing efforts are more effective when consumers see a person they recognize and admire using a product. This is especially the case with DTC shoppers. A survey conducted by the Interactive Advertising Bureau (IAB), found that 20% of DTC shoppers are influenced by celebrities.
Therefore, incorporating an influencer in your marketing campaign can boost your direct-to-consumer growth significantly. Find someone with a large follower base to promote your brand on their social media websites. Their followers trust the endorsement and are likely to buy the products recommended by influencers.
6. Create a proactive retention process
Keeping tabs on your existing customer base as you work to acquire new customers is equally important. Unfortunately, there are times when consumers will begin trickling away. This is why it's crucial to have a customer retention program. Customer retention programs are measures put in place to increase customer value and encourage re-purchasing.
Such initiatives include:
- Onboarding programs
- Developing communication calendars for reaching out to customers
- Setting up a customer advisory board
- Customer loyalty programs
- Corporate social responsibility initiatives
- Customer Education programs
Though it may be difficult to reduce customer churn to zero, a robust retention program can help reduce it significantly, which will be invaluable for direct-to-consumer growth.