Don't miss out on these amazing Social Media platforms!
Oct 12, 2018
10 min read
Being a proactive digital marketing company, we keep a close eye on the latest studies and findings in the industry to provide the best to our clients.
And recently, we came across a Clutch Research about how businesses are using digital marketing in 2018 and were kind of surprised by its findings.
From the 501 digital marketers (in the US) surveyed by Clutch, 81% of them actively use social media for marketing themselves digitally, 78% of them have their own business website to promote themselves and as much as 69% of them use email marketing to push brand promotions. 
While we were clearly surprised to not see SEO in the top 3 (or even top 5) of this list, to our dismay, it actually is the least popular marketing channel amongst digital marketers in the US with only 44% of the marketers making use of it for increasing their online exposure.
If you don’t already know, we are die-hard fans of SEO!
SEO can be a game changer for businesses if done well and can bring a lot of search engine traffic and exposure to a business. So, in short, yes, it’s important and the attention it’s getting from marketers is kind of underwhelming, to say the least.
I think the editors at Clutch were surprised with the results as well, that’s why they took the effort to specify reasons why marketers aren’t interested in SEO as much as other marketing channels. But that is not what this blog is about.
As much as 81% of marketers use social media marketing for building an audience. But what platforms do they actually target? We know for sure that Facebook and Twitter would definitely be on that list. But are they enough?
Facebook is recently going through it’s own set of engagement problems and Twitter, despite of it’s huge audience, doesn’t deliver on active engagement much.
So, the question arises.
Is maintaining your business presence on just these 2 platforms enough for your brand? Or should you diversify your social media marketing efforts to other major platforms as well?
The thing is, each social media platform out there has their own pros and cons to offer, not to mention, they all boast their own unique audiences as well.
Which you absolutely should tap on, to increase your brand awareness in folds.
But what are those other not-facebook-famous but popular enough social media platforms that you should maintain a business presence on to attract new audiences? Let’s find out -
1. YouTube
OK, you might have heard it a thousand times already but maintaining your presence on this video-streaming giant is a necessity for businesses looking to generate some awareness about themselves.
Video is still going strong and currently, YouTube is the hub of it. With more than a billion monthly active users, there’s no better place to hop on the video wagon than YouTube.
Moreover, since YouTube is a property of Google, you can also expect some SEO benefits with your YouTube videos, since videos usually come at the top of search results.
Probably the best part about YouTube is that you can reach a global audience without much hassle, the platform does the legwork for you.
For brand promotions, you can make use of product explainer videos, training videos, webinars, podcasts, and showcase customer stories. The audience of YouTube is so diverse, you probably will find people who like your content, doesn’t matter which industry you are in.
Your potential for gaining exposure for your brand is unlimited on YouTube.
2. Quora
If you possess a vast amount of knowledge of your industry and want to portray yourself as an authority in your niche, there’s no better way to start than Quora.
Quora is a social Q&A community where anyone can ask questions about anything and expect answers from the users on the platform. A great way to pour all your industry expertise out and help other people with your thoughtful answers.
Like YouTube, the 200+ million users present on Quora are diverse and you can find questions and answers on basically any topic on the platform.
Probably, the best part about Quora is that you can directly answer questions being asked about your products, services or brand and convert users straight from there. Also, you can provide insightful answers of questions related to your industry and can build your reputation as an authority in your niche for the world to see.
Here’s an example of the Quora profile of Gabriel Weinberg, CEO & Founder of DuckDuckGo - 
If you are not aware of it, DuckDuckGo is a relatively lesser known search engine than Google that is focused on privacy. Gabriel Weinberg frequently answers questions related to his product on Quora and has built a solid following of 55k doing just that, providing useful information.
Start experimenting with the platform as soon as you can, but keep one think is mind, your sole motive of answering a question should be to provide as much value to the seeker as possible, don’t throw your sales pitches in your answers. That way you’ll quickly get flagged by Quora moderators and an account suspension may follow next.
3. Medium
If you are serious about blogging, for your business or for yourself, Medium is a great social publishing platform that you can make use of.
Founded by the co-founder of Twitter, Evan Williams, Medium originated as a place to write stories of more than 140 words (which was the tweet word limit back then) and share it with the world.
Today, Medium boasts some of the most thoughtful minds of almost every industry niche out there.
Medium can work as a great re-publishing platform to accompany your blog to tap into it’s diverse audience - which apparently is 60 million and is going strong. To gain some additional traffic and exposure, Medium is great.
You can start publishing on Medium as your sole blog as well.
The current revenue model they follow pays out on the basis of engagement you garner on your ‘stories’ (fancy name for a blog post). For that to happen, you’ll have to join the ‘Medium Partner Program’.
Gaining some exposure for your business and earning something on the side for your blogging efforts doesn’t hurt anyone, right?
So, do give this awesome publishing platform a try to gain a few more eyes on your blog posts.
Know of any other social media platform that worked wonders for you? Let us know in the comments.
5 Quick-Fixes That Can Help Bring Back Website Traffic
When you own an e-commerce firm then you spend a lot of time to keep driving traffic to your website. Infact, large firms like Amazon and Flipkart spend millions of dollars to not only retain online customers on their website but also bring in new traffic and increase unique users. But this is only half the battle. Once you generate the traffic, now how do you retain the customers? The best way to keep your customers around is not only by rewarding them to stay but also through customer engagement. Keeping prospects on your site is the key to turning traffic into sales. Let us see on this side of the battle on how to manage customer engagement: 1. Analyze Your Website You must be having a team of people who work day and night to make your website discoverable on popular search engines. It is indeed a difficult task but is a necessary part of business. Yet, just think about why offer a website that does not functions well? Customers either see a 404-Page not found error or the site takes too much of time to load. You should let your team to work out on finding the dead links in the website by using the many tools that are available online. One of them that we use is brokenlinkchecker.com. The other issue and we must say the big one is that of page load times. Customers want to click through to a landing page that is informative that solves their needs and is attractive. If you can’t offer these things, then customers will write you off almost immediately and never come back. For checking the site speed you can use tools like Pingdom or other tools that are available online. As a general rule, please make sure that your site takes less than 3 seconds to load to ensure that your customers do not leave before they even arrive. 2. Create A Consistent Experience Stay in touch with your customers apart from the online channels as well. The more options you provide your customers to contact you, the more likely they are to engage with you. Offer links to your social media page along with a live chat option on the website to instantly connect customers with the customer service. When you can recreate the same customer service features online that a customer would generally find in a physical store, you can improve engagement and this will keep customers coming back. 3. Offering Customers A Loyalty Program Most people think loyalty programs are hard on businesses by draining out profits, but this is not always true. A good loyalty program will draw in customers and make you their first thought whenever they need to make a purchase. Most of the loyalty rewards are related to making a future purchase discounts whenever a client wants. Either it be a “Buy 1 and Get 1 Free” or “Buy 1 and Get 50% discount on next purchase”, loyalty programs are a great way to ensure that customers come back to you rather than the competition. It is cyclical method, the more customers you retain or gain, the less money you have to spend chasing down more. 4. Offer Online Video Content It is known to all that Google and Facebook have prioritizing online videos over other content. Google’s Youtube is already a very popular social media channel and an old one. That alone is a good enough reason to get involved in making online videos for your business. Online videos are far more engaging, and according to a recent report Facebook has reported video content as the most engaging content on its platform. 5. Create a real ‘About Us’ Page People really want to know who you are. It’s our human nature to be curious and because the internet has anonymized the businesses, customers want to be able to at least know who they are buying products from when they come online. A great “About Us” page not only engages the customers but also inspires them and draw them into your story. In world, where people use social media to find deeper connections, the ‘About Us’ page is a vital step for your website. ...
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How To Develop An Account-based Marketing Strategy?
Source: Pexels The changing digital world can greatly influence business budgets, and marketers are asked to do more with less. As a result, demonstrating return on investment and maximizing efficiency are critical. ABM is a marketing technique in which firms or accounts are targeted with highly tailored marketing campaigns. ABM marketers treat individual accounts as markets, creating tailored strategies and multichannel campaigns to meet the unique business needs of client buying groups. ABM focuses a company's marketing efforts on a small number of critical accounts within a certain region. With the help of customized campaigns, the marketing message is adapted to each account's unique qualities and requirements. It also offers a more comprehensive marketing approach than just lead generation, which is why it has grown in popularity. You may increase the worth of your most valuable accounts by driving upsells and cross-sells through current customer marketing. The Main Components Of ABM Account-based marketing has three components: Targeting, Interaction, and Measurement. Include these aspects in the core of your Saffron Edge marketing program to set your marketing team up for success Targeting And Managing The Correct Accounts ABM's technology can help you focus on and manage accounts that are worth your time and will provide the best Return On Investment (ROI). It allows you to streamline account targeting and maintenance rather than maintaining and synchronizing accounts and lists across many applications. Depending on your company's needs, refer to these aspects: product fit, quick wins, strategic relevance, competitors, and area. Interaction Across Channels Instead of handling each marketing channel independently, build and run coordinated and personalized campaigns across all of them using a single platform. It involves the usage of an account-based marketing solution, which integrates all of your marketing channels and establishes the foundation for sending targeted cross-channel campaigns to the relevant people. Measuring And Optimizing Programs? Because ABM focuses on a small number of high-value consumers, results are considerably easier to track than traditional marketing. Your ABM approach needs to be quantified to demonstrate growth and success over time. Make sure you pick a system that lets you create account dashboards for specific accounts, initiatives, objectives, and revenue-based account metrics in one location. Source: Pexels Top Benefits Of Account-based Marketing Approach The following methods can help you with your account-based marketing strategy: 1.Create A Personalized Offer For Each Customer ABM can assist you in targeting each stakeholder in a target account with a high level of personalization. It involves a lot of personal research, which provides it an advantage over traditional marketing tactics. Account-based marketing relies heavily on relevance and personalization. Because most account-based marketing programs have a limited number of target accounts, campaigns and offers must have high conversion rates. One strategy to adapt content marketing efforts is to provide offers tailored to a single target account. Because the report is so comprehensive, most potential purchasers feel obligated to read it. 2.Develop Offers Designed To Get Secured Meetings There are several stakeholders involved in traditional B2B marketing. It can delay the regular sales and marketing process. 99.9% of marketers create products, especially to generate leads through webinars and white papers. Salespeople can secure meetings with potential customers by employing these strategies. For example, a social analytics company may provide you with an hour-long live study report on how your company's social media activities compare to those of your competitors. Technology evaluations and security audits are two instances of free services. 3. Keep Your Brand In Front Of Customers Using Retargeting It's an excellent method for retargeting a single account while its employees are online and consuming information. Such advances may be used and applied immediately to account-based marketing initiatives. Demandbase account-based intelligence and targeting leverage IP addresses to identify a vendor's potential consumers while browsing the web. When these accounts visit a site in the Demandbase ad network, they are presented with the vendor's ad. Two additional B2B retargeting companies are Bizo and Retargeter. 4. Customize The Individual User Experience On Your Website Because of its narrow emphasis, account-based marketing relies on high conversion rates. Using personalized landing pages is one way to accomplish this. Marketers can show different content depending on which account or individual is visiting the landing page with account-specific landing pages. You can utilize personalization tactics to display the visitor's name, but keep in mind that certain customers might find this intrusive. 5. Design Sales Regions Geared At Converting Customers It used to be usual practice to designate sales territory based on fairness or equality, but what if you could instead assign salespeople to certain regions depending on their likelihood of closing a deal? An organization assigns its representatives to certain accounts based on each employee's quality and social connections. You may be able to organize your region according to your sales history or existing agreements. 6. Using Executives To Test Direct Mail As digital marketing became more prevalent, direct mail became obsolete. It is still possible to target certain groups of executives through direct mail. Why? Because many executives do not sign up for webinars or white papers, do not respond to unsolicited emails, and do not follow companies or salespeople on social media. For example, before a major conference, a company shipped empty iPad boxes to executives with a letter encouraging them to come to the event booth to pick up the iPad. As a result, several recipients came into the store to chat with the employees. 7. Use Social Intelligence To Learn About Your Prospects' Interests Account-based marketing focuses on tailoring communications to each client's specific goals and difficulties. Smart salespeople watch for changes in their target accounts and take advantage of them. You can leverage a public information source like Google Alerts to keep up with corporate news. Social data is more beneficial than traditional press releases and articles in the account-based marketing strategy. When establishing a program, organizations should be flexible so that communications can be redirected or updated when new information becomes available. Enterprise-level social intelligence sales solutions include InsideView and LinkedIn. 8. Build A List Of Legitimate Role-based Contacts Vendors can create lists based on a person's job title or responsibilities, ensuring that the contact is still active today. Account-based models can populate the database with the correct contacts using this list generation method. A corporation might request "the person in charge of IT infrastructure" from a role-based list, which is more specific than a title. Reachforce and Televerde, for example, may help you create these types of lists. 9. Purchase Target Accounts' White Paper And Webinar Leads Buyers could previously only filter leads from a media company by corporate size, title, or geographic area. Businesses can now filter their lead purchases by company name with an increasing number of online lead generation companies. It will cost more per lead, but it will tremendously benefit account-based marketing operations. 10. Create A One-to-one C-level Marketing Campaign Companies may give employees responsibilities to establish relationships with specific buyer personas at their target accounts. In this case, reaching out to other C-level executives is a viable tactic. This person can get involved in the campaign in various ways, like writing an email or letter and making a phone call. Personal and genuine outreach is required, and a business case for these executives to participate. This campaign's message needs to be written with the organization's help. An inside salesperson may make a follow-up phone call to the executive's administrative assistant to set up a meeting. After the C-level executives have been assigned, companies can assign vice presidents, inside salespeople, and marketing to prospects at target accounts. The goal is to connect qualified personnel with qualified potential employees. 11. Use Non-sales Personnel To Discover Links To Your Target Accounts We don't always consider the connections that other employees in the organization may have with potential clients. In LinkedIn Sales Navigator, TeamLink lets you see who else in your company is related to contacts at the target account. Leverage is a possibility that arises frequently. Conclusion We recommend establishing a short- and long-term plan for your account-based marketing strategy. Consider the technology strategy your team will need for a trial ABM program (end-to-end or supplemental) and what it will need to run your program at full scale. There is no one-size-fits-all option between a comprehensive end-to-end ABM service and supplemental solutions to support existing marketing technology. Saffron Edge and key stakeholders should work together openly to choose the best plan for your company. You can reap the benefits of a customer-centric, lucrative marketing strategy. ...
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What is Performance Marketing in DTC? How to get the best out of it?
Investments are soaring to new heights, and a star is on the rise – DTC performance marketing. In 2021, worldwide digital advertising spending skyrocketed to a staggering $455.3 billion, and the forecast is even more promising. By 2024, that figure is expected to reach an astonishing $646 billion, reflecting a booming industry ready for innovation. Shift To Performance Marketing, the dynamic fusion of paid advertising and brand promotion, is at the forefront of this marketing revolution. Unlike traditional marketing models, performance marketing operates on a simple yet powerful principle: results matter. With this approach, advertisers and affiliates only pay when a specific, desired action is achieved – whether it's a lead generated, a sale completed, a booking made, or a download initiated. Within this landscape, the structure is supported by various factors. Cost forms the foundation, balancing investments for optimal returns. Risks are the core, encompassing potential overspending and market saturation. KPIs in the center guide campaigns with precision. Specialization offers expertise in digital marketing nuances. Efficiency on the table's surface drives success, with resource allocation and optimization as key pillars. Understanding this structure is vital as investments in DTC Performance marketing continue to surge, shaping the future of marketing. This collaboration allows both parties to target campaigns effectively, ensuring a high return on investment (ROI) driven by measurable outcomes. For merchants, it's a calculated investment, as they engage with an audience that's already converting, making every dollar count. This approach offers substantial advantages, making it a game-changer for ecommerce businesses. Read on to delve deeper into the topic. What is Performance Marketing? Performance marketing is a term that encompasses a wide array of practices, and its definition can vary significantly depending on who you ask within the realm of marketing professionals. In practical terms, performance marketing serves as an overarching concept that encompasses all online marketing and advertising endeavors where advertisers compensate marketing platforms exclusively upon the completion of specific, quantifiable actions carried out on their platforms. What sets performance marketing apart from traditional marketing methods is the fundamental shift in payment structure. In conventional marketing, advertisers commit upfront payments to advertising providers, often expecting to achieve certain outcomes. In stark contrast, performance marketing dictates that advertisers only bear costs when precise conditions are met, such as the successful purchase of a product. This age is marked by the rapid acceleration of Direct-to-Consumer sales, thus creating more growth avenues for DTC SEO marketing. Fueled by the global shift towards a digital marketplace, D2C enterprises are presented with a compelling imperative. They must harness the full spectrum of available tools at their disposal, among which performance marketing stands out prominently. Failing to leverage such tools may result in being left in the wake of competitors who have embraced the transformative potential of performance marketing. What is DTC with Performance Marketing? Direct-to-consumer (DTC) models and Performance Marketing are reshaping modern business. Their alignment centers on a shared customer focus. DTC builds direct connections with consumers, while Performance Marketing efficiently targets and engages them. When combined, these two approaches create a synergy where Performance Marketing becomes the driving force behind DTC success. Performance Marketing strategies, such as search engine marketing, social media advertising, and email campaigns, are tailored to target the DTC audience precisely. This alignment ensures that marketing efforts are not only reaching potential customers but also resonating with them on a personal level. DTC Paid Marketing are inherently data-driven. They rely on consumer insights, purchase history, and behavioral data to tailor products, marketing messages, and the overall customer experience. This approach aligns seamlessly with the precision and accountability of Performance Marketing. Performance Marketing thrives on data analytics and measurement. It allows businesses to track the performance of every marketing dollar spent, from click-through rates to Conversion rates. When integrated into DTC models, this data-driven approach ensures that marketing strategies are effective and adaptable in real time. For example, if data analysis indicates that a particular demographic is responding positively to a DTC campaign, Performance Marketing allows for the immediate allocation of resources to capitalize on this trend. Conversely, if a campaign is underperforming, adjustments can be made promptly, minimizing wastage of resources. Performance Marketing Strategy vs. Traditional Marketing Strategy Performance and traditional marketing represent two distinct approaches to promoting products and services, each with its characteristics and advantages. Performance marketing primarily relies on digital channels and encompasses SEO, SEM, PPC, email marketing, and social media advertising strategies. It's known for its cost-effectiveness and precision in reaching target audiences. In contrast, traditional marketing encompasses older methods like TV, radio, banners, and print ads, often relying on mass exposure. One of the key differences between the two lies in their cost-effectiveness. Performance marketing excels in optimizing return on investment (ROI) by allowing marketers to allocate resources more efficiently, whereas traditional marketing can be costlier, especially for small businesses with limited budgets. Moreover, performance marketing is highly measurable, thanks to analytics tools that provide real-time insights into campaign performance. On the other hand, traditional marketing often struggles to provide accurate and timely measurements of its effectiveness. Another distinguishing factor is the ability to adjust campaigns after launch. Performance marketing campaigns can be altered and optimized even after they've gone live based on real-time data. In contrast, traditional marketing materials, once distributed, remain static. When it comes to audience reach, performance marketing offers a global reach through online platforms, allowing for precise targeting of specific demographics. Traditional marketing typically has a more localized or regional reach and often employs standardized methods to target audiences. Furthermore, performance marketing emphasizes two-way communication, which fosters higher customer engagement and satisfaction. Traditional marketing tends to rely on one-way communication, where the message is broadcasted to the audience without direct interaction. Social Media Giants: Facebook and Instagram The symbiotic relationship between social media and DTC brands is undeniable. Social media isn't just a place for personal connections anymore; it's a dynamic force influencing consumer choices. Meta's research reveals that over 80% of Instagram users use the platform for product discovery, and 37% of TikTok users make immediate purchases, spending 14% more. Getting SEO Help for DTC brands can harness this power for targeted campaigns effectively. Attracting the Right Audience: Social media marketing is a cost-effective pillar of multichannel strategies, enabling DTC brands to build brand awareness and connect with potential buyers. Offering value and showcasing brand personality fosters loyalty, attracting the right audience. Personalized Experiences: Social media isn't one-way communication; it's about building communities. It connects loyal customers and gathers data for product development and branding. Customer Support and Engagement: Social media offers direct customer support and boosts engagement. Platforms like TikTok and YouTube see users spending around 45 minutes daily. Driving Conversions: Higher engagement leads to more conversions. Meta reports that 86% of consumers would purchase or recommend products discovered on Instagram. The cost-per-mile (CPM) and cost-per-click (CPC) for Instagram ads in 2021 were $7.91 and $3.56, respectively. Worldwide, the average social media advertising click-through rate (CTR) is 1%. These platforms offer potent ad formats and precise targeting options. Glossier and Allbirds have excelled by harnessing Instagram and Facebook to engage and target consumers effectively. DTC brands can propel growth and engagement by strategically leveraging social media's vast user base, utilizing engaging ad formats, robust targeting, and success stories as guiding lights. Winning at E-Commerce Marketplaces, in general, provide DTC brands with a fertile ground to thrive in the e-commerce landscape. Their endless win-win benefits make them an attractive channel for businesses looking to excel in online commerce. Amazon, in particular, exemplifies these advantages, standing out as a prominent player in the e-commerce marketplace arena. Amazon PPC (Pay-Per-Click) is a crucial advertising model for DTC brands on Amazon. It involves advertisers bidding for ad placements. The highest bidder gets the top spot, and payment is only required when a shopper clicks on the ad. These ads, known as Sponsored Products, help DTC brands increase visibility and sales. Bids are dynamic, and sellers can adjust them to control when and where their ads appear. The cost is incurred per click, making it an investment in driving product sales for DTC brands. Joining Amazon as a Direct-to-Consumer (DTC) brand isn't just about offering an easy shopping experience; it's a strategic move loaded with benefits: Effortless Customer Reach: Amazon stands as one of the most efficient ways to connect with customers, especially in the U.S. Why? A whopping 66% of new product searches now begin on Amazon, surpassing search engines (20%) and brand websites (4%). Amazon has become the go-to for finding products. Amplifying Brand Impact: Positive Amazon product reviews wield significant influence beyond the platform. These reviews can boost a brand's sales across all channels, even their standalone website. Consumers often consult Amazon reviews, shaping their purchase decisions, even if they intend to buy from a physical store. Revenue Powerhouse: Amazon can be a substantial contributor to a brand's revenue, even if they are primarily internet-based. It's not uncommon for Amazon to account for 10-40% of a DTC brand's total retail sales. Some brands even rake in $150,000 to $200,000 per month on Amazon alone. Cost-Effective Advertising: Amazon's advertising costs can be up to 10% lower than DTC's. Brands on Amazon often experience a surge in traffic and organic search for DTC, thanks to Amazon's status as the first stop for product searches. This shift can lead to healthier profit margins for DTC businesses. Lower Customer Acquisition Costs: Amazon sits closer to the bottom of the purchasing funnel, with a high intent to buy. Customers actively searching for specific products or brands are primed for purchase, translating to higher conversion rates. In contrast, advertising on platforms like Google and Facebook targets users further up the funnel, resulting in higher customer acquisition costs. Amazon presents an alluring avenue for DTC brands to thrive in e-commerce. Its advantages make it a powerful platform for those seeking e-commerce excellence. Google Ads Google Ads emerges as a versatile and indispensable tool for Direct-to-Consumer (DTC) brands aiming to excel in performance marketing. With its wide array of ad formats and unparalleled reach, Google Ads provides DTC brands with ample opportunities to optimize their online presence. Here's how: Search Ads: Google's search ads are perfect for DTC brands seeking visibility among actively searching customers. Precise keyword targeting ensures prominence in relevant search results, aligning with search's intent-driven nature. Display Ads: DTC brands enhance visibility and engage potential customers across the web using Google's display ads. Appealing visuals can be placed on an extensive network of websites, reaching a broad audience. Audience targeting tailors ads to customer profiles. YouTube Ads: Utilise YouTube's vast user base with compelling video content. YouTube ads, in various formats, captivate audiences effectively. Engage your audience on this video-sharing platform. To thrive on Google Ads, DTC brands should focus on a few key strategies: Keyword Research: In search ads, the choice of keywords is critical. Conduct thorough keyword research to identify the terms that resonate with your audience. Tailor your ad campaigns around these keywords to enhance visibility. Audience Segmentation: Employ Google's audience targeting capabilities to segment your audience effectively. You can enhance engagement and conversion rates by delivering tailored messages to specific segments. Compelling Creatives: Invest in creating compelling ad creatives. Whether it's text for search ads, visuals for display ads, or videos for YouTube, captivating creatives are the heart of successful campaigns. Continuous Optimization: The digital landscape evolves rapidly. Regularly monitor and optimize your ad campaigns to adapt to changing trends and customer behaviors. Key Metrics for Success Cost per Acquisition (CPA): CAC in the context of DTC brands and performance marketing refers to the cost incurred to acquire a new customer. It encompasses advertising, marketing, and sales expenses, providing insights into the efficiency of customer acquisition strategies. Return on Ad Spend (ROAS): ROAS is a crucial metric for DTC brands engaging in performance marketing. It measures the revenue generated from advertising campaigns relative to the ad costs. High ROAS indicates effective campaigns that generate substantial returns. Customer Lifetime Value (CLV): CLV is the predicted revenue a DTC brand can expect from a customer throughout their entire relationship. It aids in determining how much to invest in customer acquisition and Retention Marketing, ensuring sustainable profitability. Conversion Rate: Conversion rate signifies the percentage of website visitors or potential customers who take a desired action, such as making a purchase. In the DTC context, a high conversion rate is indicative of effective performance marketing campaigns. Customer Acquisition Cost (CAC): CAC quantifies the expenses associated with acquiring new customers through performance marketing efforts. It assists DTC brands in evaluating the cost-effectiveness of their acquisition strategies. Cost per click (CPC): CPC represents the amount an advertiser pays each time a user clicks on their online ad. It measures in pay-per-click (PPC) advertising campaigns, reflecting the cost of driving traffic to a website or landing page. Clickthrough rate (CTR): Clickthrough Rate (CTR) measures the percentage of users who click on a specific link or ad, relative to the total number of users who view it. A higher CTR typically indicates a more effective and engaging marketing campaign. How to Create a Performance Marketing Campaign? Performance marketing campaigns are unique to each product and brand. The intent also plays a great role in the trajectory. However, there are a few steps that everyone must tweak and follow as per their requirements. Let’s break them down; Certainly, here's a more concise version of the steps to build a performance marketing strategy: Step 1: Define Clear Objectives: Establish your campaign goals, whether it's brand awareness, website traffic, engagement, lead generation, or sales. These goals shape your ad placement and targeting. tep 2: Select Diverse Digital Channels: S Diversify your approach rather than relying on one channel. Explore options like affiliate marketing, native advertising, or social media, depending on your audience and conversion goals. Step 3: Create and Launch: Craft compelling campaigns by understanding your audience's needs and preferences. Develop engaging ad creatives and messaging tailored to each channel's technical requirements. Step 4: Measure and Optimize: Post-launch, monitor campaign data and optimize for performance. Analyze key DTC metrics, track traffic sources, and allocate ad budgets effectively to improve ROI. Step 5: Address Potential Challenges: Be aware of challenges like brand safety, compliance, privacy regulations, click fraud, and publisher issues. Mitigate risks by partnering with reputable advertising platforms. This streamlined approach ensures a strategic foundation for performance marketing campaigns and effective post-launch optimization. Overcoming Challenges and Sustaining Growth The DTC landscape has witnessed a transformative journey from its inception in the early 2010s to the present day. Initially, it was a golden age for DTC businesses as they leveraged the power of e-commerce and digital marketing to create a win-win scenario for brands and consumers. The adoption of smartphones, online shopping, and the cost-effective reach of social media propelled this trend to new heights. However, this era also saw investors overreacting, with many DTC companies lacking a viable business model and receiving substantial funding. Today, successful DTC brands stand out with either loyal customer bases or unique approaches that circumvent the skyrocketing costs of social media marketing. For other DTC companies, the question looming large is, "What do we do now?" Adapting to Algorithmic Changes Frank Berman, EVP and Chief Marketing Officer at Bloomingdale's, aptly notes that the future of DTC was never what it initially seemed. It's not about disproving DTC; it's about recognizing that being where the consumer is has always been the ultimate goal. Selling online, while crucial, isn't sufficient. Traditional brick-and-mortar stores still hold value in the retail landscape. Department stores, often considered conventional, have demonstrated their resilience. They offer consumers the ability to compare products, validate pricing through comparison shopping, and provide a sense of discovery. This enduring value highlights that DTC brands should consider embracing physical retail spaces to cater to diverse consumer preferences. DTC Plus - Blending Online and Offline DTC brands are adopting strategies like "DTC-Plus." This approach extends beyond online sales by incorporating physical stores where brands can showcase their products alongside those of like-minded brands. As exemplified by companies like Masami, this strategy combines the benefits of both digital and physical retail spaces. The Power of Community Another essential aspect of sustaining DTC growth is building and nurturing a brand community. Roy Bernheim, Co-Founder of Decommerce, emphasizes the need for DTC brands to "own and host their own community." Proprietary communities reduce the reliance on costly social media marketing, enabling direct communication with the audience. These communities foster repeat orders, data collection, and insights into consumer behavior, all of which are crucial for long-term brand sustainability. Storytelling as the Cornerstone According to Daniel Langer, CEO of Equite and advisor to luxury brands, the essence of DTC success lies in storytelling. Brands have transitioned from being mere manufacturers to multifaceted entities encompassing retail, publishing, and socio-cultural influence. To stand out, DTC brands must tell their unique story that evokes emotions, resonates with customers, and differentiates them from competitors. It's not about selling a dream; it's about selling a distinct and profoundly meaningful dream. In retrospect, DTC was never merely a business strategy; it's a channel, a means to an end. The real essence of DTC lies in the message, the product, the sense of belonging it offers, and the values it upholds. DTC's success stories are those of brands that made consumers feel good. While the channels may change, these core principles remain constant. Creating a brand today is more challenging than ever. The modern world is bustling with noise and competitors. The DTC brands that originally succeeded in online sales are now expanding into physical stores because that's where their customers are. The journey was never about the channel; it was always about crafting a compelling message, offering remarkable products, fostering a sense of belonging, and upholding core values. These principles remain timeless, guiding brands toward enduring success, whether DTC or otherwise. In Conclusion The symbiotic relationship between Performance Marketing and DTC isn't just an option; it's a necessity for brands aiming for exponential growth. To thrive in this dynamic landscape, DTC brands should seize the power of Performance Marketing, leveraging its capabilities to reach, engage, and convert. For those ready to take the leap, Saffron Edge stands as a trusted partner, offering unparalleled expertise in crafting tailored Performance Marketing strategies that propel DTC brands to unparalleled heights. Embrace the synergy, fuel your growth, and step confidently into the future of DTC with Saffron Edge. Your success story awaits. ...
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