A Guide To DTC Marketplaces
Oct 11, 2023
10 min read
In today's dynamic and digitally-driven business landscape, the Direct-to-Consumer (DTC) model has revolutionized how brands connect with their customers. By eliminating intermediaries and selling directly to consumers through online platforms along with advanced DTC SEO Services, companies can establish stronger brand identities, engage with their target audiences more effectively, and gain valuable insights into consumer behavior.
Marketing on DTC platforms is a unique art and science that involves understanding your audience, crafting compelling narratives, and leveraging your digital tools and strategies. This guide is designed to provide a comprehensive roadmap for DTC Paid Marketing Services.
Whether you're a startup looking to disrupt an industry or an established brand seeking to enhance your online presence, the insights and strategies in this guide will help you harness the power of DTC platforms to drive growth, engage customers, and achieve long-term success in the digital age. Let’s commence!
The Key Features Of DTC Platforms
Direct-To-Consumer (DTC) platforms, often called DTC e-commerce platforms, are digital channels or online marketplaces where brands sell their products or services directly to consumers. DTC Paid Marketing have gained immense popularity recently as DTC platforms cut out intermediaries, such as traditional retailers, and enable brands to establish a direct relationship with their customers. Here's a closer look at what DTC platforms are and how they work:
Key Characteristics of DTC Platforms:
- Online Storefronts : DTC platforms typically provide businesses with the tools to set up and manage their online storefronts. These digital storefronts are the primary interface between the brand and its customers.
- Direct Sales : The hallmark of DTC platforms is that they facilitate direct sales from the brand to the end consumer. Customers can purchase products or services directly from the brand's website or platform without intermediaries.
- Brand Control: DTC platforms grant brands greater control over their messaging, pricing, and customer experience. This control allows brands to build and reinforce their unique identities and values.
- Data Insights: Brands that use DTC platforms have access to valuable data and analytics about their customers. This data includes purchasing behavior, preferences, and demographics, which can inform DTC Performance Marketing strategies and product development.
Examples of DTC Platforms
1. Shopify
Shopify is one of the most renowned and widely used DTC Services For Digital eCommerce platforms. It empowers businesses of all sizes to establish and manage their online stores easily. With a user-friendly interface and a vast ecosystem of customizable templates, Shopify provides businesses with the tools to create visually appealing and functional online storefronts.
Key Features
- Customizable templates and themes.
- Seamless payment processing options.
- Extensive app store for adding functionalities.
- Multichannel selling capabilities.
Pros
- :
- Accessibility and user-friendliness.
- A plethora of apps and themes for customization.
- Robust support and community.
Cons
- Transaction fees for some payment gateways.
- Costs can accumulate with third-party app subscriptions.
2. WooCommerce
WooCommerce is a powerful DTC platform that operates as a plugin for WordPress, making it an attractive choice for businesses already using WordPress websites. It provides flexibility and customization options for businesses selling directly to consumers through their WordPress-based sites.
Key Features
- Seamless integration with WordPress websites.
- Extensive customization through themes and plugins.
- Wide range of payment and shipping options.
- Strong DTC SEO Service capabilities.
Pros
- Scalability and adaptability for various business sizes.
- Active developer community for support and customization.
- Integration with WordPress for content-rich websites.
Cons
- Requires technical knowledge for setup and maintenance.
- Costs can increase with premium plugins and hosting.
3. BigCommerce
BigCommerce is recognized for its scalable DTC platform, making it suitable for small startups and enterprises. DTC eCommerce Services offer advanced e-commerce features that empower brands to expand their reach and customize their online stores extensively.
Key Features
- Advanced DTC SEO Service tools and multichannel selling capabilities.
- User-friendly drag-and-drop website builder.
- Secure and reliable hosting.
- Scalability for businesses of all sizes.
Pros
- Robust out-of-the-box features.
- Ideal for larger e-commerce businesses.
- Strong security and reliability.
Cons
- Costs may be prohibitive for small startups.
- A limited selection of free themes compared to some competitors.
4. Magento
Magento, now owned by Adobe, is an open-source DTC platform highly favored by larger enterprises with complex e-commerce needs. It offers unparalleled customization options and is renowned for its flexibility.
Key Features
- Open-source for unlimited customization.
- Extensive ecosystem of extensions and integrations.
- Suitable for B2B and international e-commerce.
Pros
- Unmatched customization possibilities.
- Excellent for B2B and international operations.
- Strong performance and scalability.
Cons
- Steeper learning curve, often requiring specialized expertise.
- The high total cost of ownership, particularly for the Enterprise edition.
5. Wix eCommerce
Wix eCommerce is known for its user-friendly approach to DTC Services For Digital eCommerce. It offers a drag-and-drop website builder, making it a great choice for small and medium-sized businesses looking to establish their online presence quickly.
Key Features
- User-friendly website builder with AI-driven design assistance.
- A wide selection of e-commerce templates.
- Integration with various payment gateways.
Pros
- Easy setup and intuitive design tools.
- AI-powered features for design and Direct To Consumer (DTC) Paid Marketing Services.
- Affordable pricing, including a free plan.
Cons
- Limited scalability for larger enterprises.
- Transaction fees for certain plans.
What is DTC Marketing?
DTC Marketing, or DTC performance marketing, is a business approach where brands or manufacturers sell their products directly to end consumers without the involvement of third-party retailers or wholesalers. This marketing strategy encompasses various key elements:
- Inventory Management: DTC brands take full control of their product stock levels. When customers place orders, the brand manages inventory, sorting, packaging, and shipping the products.
- Sourcing and Delivery : DTC eliminates relying on third parties to source raw materials or deliver finished goods. Brands have a direct hand in the entire production and distribution process.
- Direct Communication : DTC brands directly engage with customers through various channels such as websites, social media, email marketing, and customer support. This direct communication allows brands to build and maintain strong customer relationships and gather valuable insights into consumers' preferences and behavior.
- Fulfillment Experience : DTC brands completely control the fulfillment experience, ensuring that orders are processed efficiently and delivered promptly to customers.
DTC Performance Marketing has witnessed significant growth and relevance in the current economy for several reasons:
- Enhanced Customer Engagement: Direct To Consumer (DTC) Paid Marketing Services brings brands closer to their customers, fostering direct interactions. This closeness strengthens brand-consumer relationships and fosters trust.
- Data-Driven Insights: By selling directly to consumers, brands access valuable customer data, including demographics, purchasing habits, and feedback. This data-driven approach allows for more personalized marketing strategies and product development.
- Adaptation to Digital Trends: DTC is well-suited to the current scene, where online shopping and e-commerce have become increasingly dominant. Brands can leverage online platforms and social media to reach a wider audience and engage with potential customers directly.
DTC Marketplaces vs. E-commerce Platforms
The pandemic brought about a surge in e-commerce and DTC sales, reshaping the retail landscape. Today, businesses no longer question the significance of DTC Services For Digital eCommerce; they recognize that the immediacy and convenience of e-commerce are the future of retail. The question that arises first is: where to sell your product? Marketplaces or websites?
Let’s decode this step by step:
E-commerce Platforms
Selling on an e-commerce website entails using online shopping platforms like Shopify or Magento to build and maintain your digital store. You have full creative control over your website's design, functionality, and navigation. This autonomy allows you to curate, stock, and design your online store to reflect your brand's identity effectively. You can regularly update your site based on customer feedback, using user-friendly templates and design tools for ongoing customization.
One significant advantage is the ownership of customer data. By selling through your website, you retain valuable customer information, including purchase history and preferences. This data fuels more targeted DTC Paid Marketing and merchandising efforts and encourages repeat purchases.
Additionally, there are no third-party seller fees to factor into your operational costs, unlike Direct To Consumer Marketplaces Services, where you may incur storage, shipping, and selling fees.
Furthermore, an owned website offers less visibility to competitors, as customers landing on your site primarily seek your products, reducing the distraction of comparing similar products and brands.
DTC Marketplaces
In contrast, DTC marketplaces like Amazon, eBay, or Etsy enable retailers to sell their products through third-party platforms. While they offer less operational and creative control over your brand's presentation, they come with benefits.
One major advantage of Direct To Consumer Marketplaces Services is the built-in audience. With millions of shoppers already using these platforms, your products gain immediate exposure without the need to build a specific audience from scratch. However, this increased visibility also means more competition, requiring a focus on high-quality product descriptions, images, competitive pricing, and efficient shipping.
Marketplaces also handle customer service issues, from order placement to shipping and returns, alleviating the burden of customer support. However, you are responsible for managing customer inquiries and complaints on your website.
Many marketplaces provide seller tools designed to facilitate sales and growth, although these tools may be limited, and you won't have access to all customer data retained by the platform.
Additionally, the convenience of one-stop shopping on marketplaces appeals to consumers who can purchase items from different categories in one place, often with low-cost or zero-cost shipping, making checkout a breeze but intensifying competition.
Choosing between DTC Marketplaces and E-commerce Platforms depends on your business's needs and goals. E-commerce platforms offer creative control and ownership of customer data, while DTC marketplaces provide built-in audiences and customer service assistance. To make an informed decision, it's essential to weigh the unique features and benefits of each approach in alignment with your business strategy.
Begin DTC Journey With Saffron Edge
The landscape of DTC Paid Marketing is dynamic and ever-evolving, and with the right strategies and support, your brand can achieve new heights of success. Saffron Edge brings a wealth of experience and expertise, guiding you through the intricacies of Direct-to-consumer (DTC) paid marketing services with a clear focus on your brand's unique identity and objectives. Our mission is to empower you to harness the full potential of DTC platforms, forging direct connections with your customers and crafting compelling narratives that resonate. We offer Direct-to-consumer marketplaces services to the clients for better business results.
The world of DTC marketing is thrilling, filled with opportunities to engage, inspire, and delight your customers. It's a journey of continuous learning and evolution. With Saffron Edge as your trusted partner, you can navigate this exciting landscape, building lasting relationships with your customers and driving growth that knows no bounds.
The Best Marketing Automation Software for Small Businesses
Marketing is the blood of business - it decides how your customers react to your offered products and services, how long your business can survive, and what your customers expect from you. Whether you invest in a high-profile marketing campaign or sell out adverts in the local newspapers, marketing functions can apply in many ways for a small or a large-scale business. Moreover, with the introduction of technology into the business world, marketing tools have become wide open for you to secure and enhance the ever-growing relationship with your existing and prospective customers. Digital marketing has become a critical part of modern consumerism . When we speak of technology, marketing automation is a rather beneficial concept for your business. It significantly focuses on implementing technology and automation in your business' marketing activities. Digital media is booming! According to a recent survey, 77% of the CMOs say that they have experienced a massive rise in digital engagement. The same report also states that one in every five businesses drives 30-40% of sales through the digital medium. Marketing automation software for small businesses is essential in enhancing customer base relevance and transforming into a demand-specific entity. The Growing Adoption of Marketing Automation By automating repetitive tasks, marketing automation uses software tools and technologies to facilitate marketing in multiple online channels like emails, social media, websites, etc. It's important to note that marketing automation isn't just about saving time (although that's certainly a significant benefit). It is about designing better and more relevant advertising messages that will be well-received by the target market and benefit the organization. Marketing automation is highly valued in today's business environment, as seen by its quick adoption rate. According to Business Insider , 59% of CMOs have already integrated marketing automation tools into their operations. 20% of CMOs have indicated they plan to adopt marketing automation services soon, with an additional 11% aiming to implement them by the end of the year. Reasons Marketing Automation is important for small-scale businesses Per Salesforce’s State Of Marketing Report, around 67% of marketing leaders depend incredibly on marketing automation. Almost 82% of the marketers agree that marketing automation has offered them a positive return on investment (ROI). Although every business has a unique strategy for handling its marketing functions, the best marketing automation software for small businesses can help boost their return on investment, especially when they require it the most. Here are a few other reasons to justify that: Compounding Customer Data Under One Head Managing your customer base's vital information is quite a task. When compiling that information for report analysis, nothing better than marketing automation tools can ease the process. With the latest software, you can overview the data of your entire business’ customer base in a single view, making it easy to prepare detailed data reports. Moreover, marketing automation allows your business to study customer engagement and activity over your platform. Acquiring such user-driven information can help you understand a customer’s preferences and determine what type of by-product interests them. ROI Is The Real Deal For every business, time and money are two crucial components that it aims to save the most regarding how it functions in its operations. By making the most of marketing automation, your business can spend less time and effort on repetitive marketing chores that can be monitored via tech tools. It also minimizes several operational costs. This lets you focus better on your business’s core operations and contribute substantially to sales. Consolidate Sales and Marketing Functions When you start applying marketing automation tips to solidify your business operations, it becomes easy for your sales and marketing departments to work as one team toward your business's growth. For instance, once the marketing team puts forward marketing automation strategies to generate quality leads, the sales team must pitch product or service sales to those leads. Also, lead generation attains lead scores, and sales pitches become much easier as the sales team understands lead prioritization. Fulfilling Customer Expectations With customers’ ever-growing expectations, your business must live up to them. One of the prime expectations of every customer is efficient communication—getting an immediate response to a product query is what they look forward to. CRM marketing automation, email communication, chatbots, and autoresponder tools can help nurture and keep the lead engaged. Because customers can now switch to your business rivals at any minute, marketing automation enables you to focus on customer service, which is crucial in these times. Automated Greeting Program Most customers subscribe to the email newsletter of a business firm, and it then establishes a buyer-consumer relationship. Your business must ensure a welcome program to create a lasting connection. This program could include a simple email informing the customer about the brand’s products/services and gaining details about the customer's expectations from the brand. You can accomplish that with a welcome program that introduces surveys about customer interests and bases the data on that. Your business can then proceed with customized services and communication with the customer. Marketing automation can effectively act upon these programs, and with the help of data-driven tools, your initial greeting service can become a huge success. Retention Of Loyal Customers Marketing automation offers your business retention cues by transforming leads from abandoned carts or while on your website. It can be concluded that it is a critical element in increasing business profits. Increasing customer retention and lead generation can trigger any business's sales. Additionally, marketing automation aims to communicate with your customers through product-relevant messaging strategies that can encourage customer engagement. Personalization WAccording to Gartner, 63% of digital marketing leaders struggle to provide personalized experiences to their consumers. Customers do not like to be considered merely as a headcount; they expect customized recognition. Therefore, marketing automation software for small businesses provides numerous ways to categorize priority customers based on their purchase and interest profiles to better target them with what they aspire to. Once automated software creates a customer profile, your business can stay updated with customers’ needs and plan its marketing actions based on the reports. This also lessens the burden on your marketing team, as they are not confined to researching and analyzing a large amount of information. Key Marketing Processes to Automate When implementing marketing automation software for small business, it's important to focus on these key processes: Email Marketing: Email marketing automation. Salesforce and similar platforms enable marketers to send emails based on the customers' actions, thus making communication timely and relevant. Social Media Management: Organize your posts, monitor the activity level, and control the overall presence on social networks. Lead Nurturing: Use lead nurturing to help potential customers move through the buying process. Analytics and Reporting: Generate automatic reports to track your marketing performance and ROI. Choosing the Right Marketing Automation Tool When choosing the best CRM and marketing automation tool for your business, key features that can significantly impact your decision must be considered. Let’s look at some essential features to look for: 1. Email & Campaign Builder A useful marketing automation platform should have an all-in-one email service that allows for a wide range of personalization. Look for tools with easy-to-use email builders that can be customized and work well on mobile devices. An easy-to-use interface is important for creating and managing targeted marketing campaigns without trouble. 2. Landing Pages & Forms Top marketing automation tools allow you to create forms for capturing customer data that can be easily embedded into your website. Whether on your landing page, blog post, or whitepaper, these forms should be simple to integrate. Advanced options such as dynamic forms are beneficial for collecting data from multiple streams. Good landing pages help you get leads. You can use various SaaS marketing automation tools to create landing pages tailored to your requirements and include your forms. Tracking how well these pages are doing can give you useful information about your campaigns. 3. Integrations No single platform can fulfill every need, so compatibility with other third-party apps and integrations is vital. For example, chatbot marketing automation, email marketing automation, and more require integrations with data or data training to work better. Ensure the marketing automation tool you choose supports numerous app integrations and offers API connectors. 4. CRM Customer Relationship Management (CRM) capabilities are crucial in a marketing automation tool. A built-in CRM lets you track marketing, sales, and customer service activities in one place. An integrated CRM streamlines information gathering and makes data accessible to all relevant team members. It can also update contact information in real-time, helping your team close leads more efficiently. 5. Cost The price of the software is the determining factor. Limited platforms provide a purchase-and-own option. Normally, you pay a monthly fee, so it's important to ensure you make the correct investment. Don’t go for a platform with undisclosed charges or a variable pricing model, as this can become costly rapidly. Best Marketing Automation Tools for Small Businesses 1. HubSpot Marketing Hub HubSpot is a comprehensive marketing automation tool that can benefit small companies. Its features include email marketing, social media management, content creation tools, and analytics. Key features: All-in-one marketing software User-friendly interface Strong integration with HubSpot's CRM Comprehensive analytics and reporting 2. ActiveCampaign ActiveCampaign is popular for its robust email marketing and automation features. It is ideal for small businesses that want to design complex and unique customer experiences. Key features: Advanced email marketing automation CRM with sales automation Machine learning capabilities Robust segmentation options 3. Mailchimp Mailchimp has grown from an email marketing platform to a marketing automation tool. It is the best email marketing and automation tool for growing businesses. Key features: User-friendly interface Strong e-commerce integrations Affordable pricing for small businesses Built-in design tools for creating marketing materials 4. Thryv Thryv is a do-it-all business management software that includes marketing automation features. It's designed specifically for small businesses, with 97% of its users coming from the small-business segment. Key features: Customer communications Social media management Reputation management Appointment scheduling 5. Insider Although Insider is not specifically marketed as a small business tool, it’s worth mentioning because it's been recognized as a leader in various marketing automation categories. Key features: Cross-channel experience building AI-powered intent prediction Personalization capabilities Conclusion If you're ready to start improving your business's marketing, consider exploring marketing automation tools for ecommerce and other small business solutions. Saffron Edge allows you to transform your business’ marketing strategies by linking technology with them, positively affecting your lead generation actions and customer retention. Our end-to-end, highly optimized marketing solutions enrich our clients' professional experience. To know more, give us a call now! ...
read more
Why letting your patients book appointments online is vital for your dental practice
Recently, we have been talking a lot about getting more patients for your dental practice by marking your presence online in distinct ways.One sure fire way that dentists must focus on to bring in more patients to their practice is localization and the other is collecting and maintaining reviews about the services you provide. But are these the only ways dental practices can bring in more patients through their door? Absolutely not!In this post, we will talk about another proven way that can result in some serious dental business for your practice. And it’s not even that hard to implement. Actually, it has a lot to do with facilitating patient appointments. Figured it out yet? We are talking about letting your patients book appointments online through your own dental website.Which can be easily implemented on your website with the help of a software or a web development agency, like us, that can integrate this functionality on your website for you.Doesn’t matter how you do it, the bottomline is that you really have to provide your patients the option of booking appointments online. Why? Studies suggest so… GetApp, a leading directory of business apps, recently conducted a research on patient behavior when it comes to booking appointments for a treatment. Here are some of its key findings - 70% of patients prefer to schedule doctor’s appointments online when compared to doing it via call or by any other means. 56.4% of respondents are frustrated with waiting on hold when it comes to scheduling appointments by phone. 31% of respondents were more likely to choose a competitor if they offered online booking functionality on their website. The study clearly highlights a trend shift in the way patients prefer booking their medical treatments and it seems like they want the experience just to be like the way they hire a cab or order food online. Quick and easy. But the shift has been gradual and is not in any way new to the medical industry. Many forward-thinkers predicted this trend shift early on and added the functionality on their websites to get a headstart. Many small to medium sized dental practices that started providing this functionality, before anyone else, to their website visitors have witnessed growth and some patients even claimed that they chose them just because they had this functionality on their website. The story of Zocdoc I don’t think there’s a better example than Zocdoc when it comes to explaining the power of letting patients book appointments online. The founder of Zocdoc, Oliver Kharraz, is a forward-thinker himself and predicted this trend shift early (I mean really early. Like, in 2007) and capitalized on it by creating a platform that did just that, book medical appointments online. By using the Zocdoc platform, patients could choose the medical services they want and book appointments online with the available doctors nearby that provide those exact services. The platform reportedly reduced the wait time of booking medical appointments from a staggering 45 days in some cities to just 24 hours, which is amazing if you are looking to get some quick medical attention. The result, more than 6 million patients today use Zocdoc to find doctors and book appointments with them online in the United States alone.Need more convincing about how implementing an online appointment booking functionality on your website will do you only good and no harm. Here are 4 more reasons to go for it right now - Ease of Access When you provide an option to your patients to book an appointment with you directly from your website, you reduce a lot of friction. It saves your patients from going through the unnecessary hassle of calling your practice to book an appointment and saves a lot of wait time in the process as well.Moreover, with you providing the online booking facility, your patients will feel like you are dedicated in what you do and care about their wants and needs. Which is great, trust really matters in the dental space. At work 24*7 Having an appointment scheduler widget on your website means that you are ready to take in appointments as they come. Your practice will no longer be limited to your front end executive availability in the office to take calls and confirm bookings. Reduces no-shows The traditional appointment scheduling method, that involved calling, took somewhere around 15-20 days to successfully book a treatment. On the other hand, online booking appointments take somewhere around 24 hours (at max) to completely book treatments, which reduces no-shows and lost revenues by a big margin. More conversions Obviously, when there will be an easy option to book appointments on your website, there will be increased conversions as well. All your marketing efforts will bore more fruit if you have an appointment scheduler placed on your website’s homepage. Many practitioners have claimed that placing the scheduler on their website has increased their conversions by as much as 40% and in the dental sphere, 40% is still a lot of long-term business! Nothing enhances the patient experience on your website more than an appointment scheduler. We understand its importance and it’s about time you understood it too (if you haven’t already)As I said before, implementing it on a website is as easy as installing a plugin from the Wordpress plugin store. If you are facing any difficulties in integrating it on your website, you can use our help as well. ...
read more
Facebook for Law firms: How To Attract More Clients?
Almost 81% of the total law firms and lawyers who exist on the internet say they have at least one social media account on which they frequently post. According to a study published in 2019 by Sprout Social, 35% of lawyers use social media platforms to drive potential clients. One such powerful social media platform is Facebook that provides an interesting interface for marketers and advertisers to place their ads in front of a highly targeted audience. With high audience reach and customizations, Facebook also provides a low Cost-per-click advertising model when compared to other PPC platforms. So what is the benefit of a low PPC model? It simply allows you to get more website clicks and higher website traffic within your social media marketing budget. Then what is the problem? Although Facebook Paid ads are highly effective in terms of boosting traffic on landing pages, the main cause of concern is poor ad Facebook strategies, furious market competition, and therefore low returns. Generating quality leads through paid Facebook Ads is not as easy a task as it seems to be. If you want exceptional results for your law firm then here are the top Facebook Ad Strategies that your Law firm must implement to attract more clients within your ad spend so that you can achieve all your business objectives. 1. Ad Optimization Adjustments and optimization can create a huge difference. The motive is to make your Facebook Ad look as appealing as it can be for the viewers. There are three things that we must discuss - Testing Multiple Images, Testing Landing Page, and Mobile Optimization. Testing Multiple Images - You must use multiple pictures on your law firm’s ads to ensure getting maximum clicks. With thumb-stopping images on your ad, you can stop the users from scrolling further and encourage them to interact with the ad. How to check which image is performing the best? We would suggest you run multiple ads with different pictures. You should only scale your campaign’s ad budget once you have tracked the best ad in terms of performance. You can track your Facebook Ad conversions by looking at the number of clicks it is receiving, what actions are the users taking on your website, etc. Testing Landing Pages - You should run two multiple ads on two multiple landing pages of your law firm’s website to see how the number of clicks, landing page views and leads each ad is fetching. Make sure your ads have custom call-to-action buttons for mobile devices, contact details, etc. Mobile Optimization - According to a report published by DataReportal in 2019, 96% of the active Facebook users prefer using Facebook via smart devices like smartphones and tablets. This means that almost everyone on Facebook comes across Facebook PPC ads on their smartphones. You shouldn’t limit your ad’s reach by not optimizing them according to mobile devices because then you would be losing a major proportion of mobile traffic who might be looking for law services on their smartphones. 2. Retargeting Ads What are retargeting ads? These are ads that show up on a user’s feed who have interacted with your ads earlier. Facebook ads are very popular for their remarketing or retargeting abilities. It is an effective method to convince your potential clients to visit your law firm’s website again and helps in converting them into your new customers. You should use Facebook Pixel that is located in Facebook Ad manager as it helps you in tracking codes. How? Facebook Pixel marks those users who have visited your website earlier and segregates them into different categories like - How long ago did they visited your law firm’s website, what was their reaction on your landing page, which webpage did they visit, etc. Based on these classifications you can choose your remarketing ads so that you can drive highly-qualified leads to your law firm’s website and fetch the most out of your ad campaign. 3. Develop A Retargeting Video Ad Funnel As we discussed earlier, 27% of the law firms having 10 to 49 lawyers engage in video marketing. 23% of the smaller law firms with a team size of 2 to 9 lawyers prefer using videos for marketing their ads on Facebook as well. To maximize your Facebook Ad’s reach you must focus on creating video content. Video ads are a powerful way to retarget your potential clients due to their ability to deliver high-engagement ads. You must develop a retargeting ad funnel to drive a high intent audience to your law firm’s website. For the same purpose, you must create an ad that is 8-10 minutes long. A large portion of the audience would ignore this ad or tune out early because they might be the ones who aren’t looking for a law firm. However, there would be some individuals who would watch the video till the end. These are the ones who might be looking for online legal services. Based on your ad’s retention rate, you’ll be able to figure out a decent portion of the audience whom you can target in your next ad. As they watch more and more ad content from your law firm, you can easily pitch them an ad that encourages them to take an action like filling out a simple form or asking them to enter their email ID to book an appointment with your lawyers. This is the best way to reduce your retargeting funnel and reach an audience with high purchase intent. 4. Exclude Low Intent Users From Your Ad Funnel On one hand, a law firm can include audiences into their ad campaigns who have high-intent and on the other hand, they can also exclude the ones who are not interested in watching your ads. This exclusion feature helps you in targeting as many relevant clients as possible. Your audience is further divided into different sections such as audiences who have visited your law firm’s website, or the ones who have watched your videos till the end. There is also a provision to exclude those users from your Facebook Ad campaign who have already visited a particular webpage on your law firm’s website. You can also exclude those users who haven’t watched your videos till the last few minutes. This is an effective approach to gather unique impressions on your ads and maximize their audience reach. 5. Use Facebook’s Demographic And Geographic Data Facebook Ads Manager provides you the ability to target audiences based on their geographical location. You can also target those audiences who have recently been to a particular place. The majority of lawyers practice law in a specific jurisdiction, in a specific city or place. Facebook has loads of valuable data of their users in-store such as their age, location, gender, etc. Combine this data with your ad campaigns to run highly-targeted ads on Facebook. 6. Don’t Sell Them! Inform Engage Them As we mentioned earlier, there is a lot of competition in the digital space, especially in the legal market. There are way too many law firm ads that are desperately trying to sell their services. Stop pitching them, start delivering them some useful content instead. Your online viewers aren’t interested in watching video ads that have the same monotonous formula of selling their brand. Provide them ads that are highly useful for them so that they add some value to their lives, ads that with a higher value for viewers are the ads that have high shareability too. When your Facebook paid ad gets re-shares then it reaches a wider audience on its own. It’ll fetch more likes and more comments too. This will not only give you higher impressions on your ad but it’ll also help Facebook’s algorithm in understanding that your content is relevant and positive for the users. Facebook will further push your video ahead to new audiences which will help you to reap even more ad impressions, cheaper clicks, and views. How to make video ads that are highly shareable and informative? Imagine a situation where the state government or the court has announced a new law regarding Motor-Vehicle laws. You can create a high-value video ad explaining how these new amendments will affect the working-class people who drive their cars to their offices or MNCs who employ transport companies. You can explain what precautions they must take to avoid paying a hefty fine. In the end, you can make a subtle pitch with the help of a strong CTA and a short description of your law firm. If they need any legal services regarding the new laws, they’ll surely fill the form and contact you through your landing page. 7. The Art Of Writing Strong Call-To-Action What does a CTA button do? You might have seen several CTA buttons on ads where once you finish watching/reading the ad and you click on the ‘learn more’ button. What to write in the CTA section of your ads? Let’s consider the same example we took earlier for Motor-Vehicle laws - “Need Legal help for your transportation company to avoid paying hefty fines on highways due to the new motor laws? Here’s a simple way to avoid it.” After clicking the CTA button your potential clients (leads) can be redirected to your landing page so that they can provide you some further details. It has to be an organic progression! You can quote a specific problem in your CTA and ask them whether they need your help with the same. If your ad is a video ad, introduce a small CTA in the first 10-15 seconds of your video and ask them to click on the learn more button in the end. 8. Enhance The Quality Of Your Video Ads For shooting Facebook Video ads, you don’t have to hire an expensive camera person, editor, or director. With the latest video smartphone apps, you can edit, shoot and publish high-quality without spending a dime on expensive resources. Use a tripod or gorilla stand for your smartphone’s stability while recording. You can use portable LED lights or natural sunlight to get that extra brightness. You can order a simple, budget-friendly collar mic that can record your sound. You must prepare a script so that you start shooting the video when you are ready. You must test your video by sending it to your close friends and family members. Even after posting a normal video, you can always promote via ‘Boost Post’. Remember! Don’t sell them directly. Humanize the video and be creative. Start your ad by narrating a very short story so that users find it relatable. We have mentioned these eight different strategies through which your law firm can enhance its Facebook Paid ads. Facebook is a great platform for advertisers because it provides a plethora of useful tools and analytics which can help you in building engaging, rich, and impactful Facebook ads campaigns at a budget-friendly cost. An important reminder - your current Facebook Ads campaign can’t have the same old tactics as your previous ones. You need to find out the best combinations and test them to figure out what’s best for your law firm. These social media legal marketing strategies can help you in optimizing your Facebook Ad campaigns such that you’ll be able to drive more clients and generate more leads for your law firm. You must also focus on optimizing the landing pages on your website so that, in the end, you are also able to convert those leads into real client calls and appointments ...
read more
Subscribe to our newsletter
Get fresh stories, case studies, and
advice
from successful creators and industry experts.