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The digital marketing landscape has undergone a radical transformation. Marketers can no longer rely on traditional search marketing and social networking channels. Costs are rising, profit margins are decreasing. Given this, DTC brands will find it difficult to attract high-value customers (LTV), and if they do, there is no guarantee of any long-term, repeatable business. This is where media coverage, including PR, comes to the rescue of DTC brands. It is intensely competitive. Here are the top three ways brands can benefit from media coverage.
Post the link
The link here is a reference for affiliate marketing. Affiliate marketing is a complement to public relations. Success stories of DTC brands like Casper (which will be explored in the next section) showcase the power of affiliate marketing.
Affiliate marketing goes a long way in helping you reach your target audience. And the best part? It happens at every stage of the customer journey. Another aspect is that you only pay for measurable results in affiliate marketing, which makes it a low-risk way for DTC brands to generate leads, traffic, and increase sales.
What is affiliate marketing? How does it work?
Affiliate marketing is a performance-based advertising technique. In this, the individual or company (or network) earns a commission by redirecting visitors and new customers to a business website. Basically, a brand promotes a product or service and leaves a link to that offer. Content creators like bloggers and social media influencers often use this method on most platforms. Also, affiliate marketing entails signing up with a company or network.
Through this network, DTC’s brands expand their reach and visibility. And when someone buys the requested action or performs it using the network, the network gets paid. There are many affiliate networks out there. Few of the subscribers are:
Affiliate marketing stats
Note that 21 percent of the average value of the highest sales order occurs via affiliate marketing. About 16 percent of all e-commerce sales in the United States are generated through affiliates. About 58 percent of customers’ top annual revenue occurs through affiliate marketing. With good reason, there are more than a few benefits that can be gained from affiliate marketing. Affiliate marketing generated $6.8 billion in revenue in 2020 alone. So, there is evidence of candy.
Related Topics: Affiliate Program may be the perfect move
Monitor SEO and other search trends
Today, publishers are getting very smart and excited about SEO trends. Thanks to Google, the platform has changed the way it appears in product reviews. The reason is that consumers today use Google products before making a purchase. They do this to take advantage of the best possible reviews that are easy to find. These smart brands act as a PR route by helping journalists create excellent reviews. Hence, knowing the search payoff beforehand is well worth the extra effort for DTC brands to jump in the cart.
However, Google does more than just provide reviews. The search engine also searches the article for expert knowledge. It uses that information to find comparable products and quantitative metrics to measure how the product or service is measured. Work on DTC tags begins with samples. Brands usually send samples to journalists with information sheets to help them write reliable, fact-based articles to improve their visibility. These articles, once they appear in the Google search engine, make for an excellent PR strategy for the DTC brand.
Related Topics: Everything you need to know about Google Trends to grow your business
Casper, a US-based mattress brand, has created landing pages for research. It has also funneled Adwords money to its website to raise its profile in the market. Results? Casper gets a significant share of more than 550,000 monthly rankings searched on Google. Furthermore, Casper tops Google search results for many mattress related terms. Right from the reviews landing page to the quilts landing page, Casper has, for itself, a dedicated search engine optimization (SEO) hunter page. So, virtually any keyword related to bedding that users type into Google, their purchase intent will introduce Casper’s website.
To take advantage of the SEO and optimization game, DTC brands can use various SEO tools to improve their websites. Among the most notable are:
Hubspot Website Grader
Google Search Console
Leverage the power of social media
Another way to attract eyeballs towards your brand is to take advantage of social media ads. Therefore, if a DTC brand receives media coverage, it should share the news with its fans and followers. These are usually found on brands’ social media accounts. Social media is an excellent way to reach new customers. A word of caution there – don’t stop here!
You can also take advantage of other strong aspects of the PR realm. These are personal reviews and recommendations (oral digital marketing methods). Your regular and well-known clients are updated with your press coverage. But they can do more than that. They often share the link with friends and family via WhatsApp and other apps. What this does is provide a multifaceted impact from an existing client. It is an excellent way to convert new clients. Most importantly, your own owned content is crucial. So share your coverage details on the blog site and link to the article.
Remember that consumers prefer and trust the comprehensive review that mentions other brands. So make sure the coverage isn’t opportunistic or exaggerated. This is especially true of the younger generation, as they are more intelligent than the media. They belong in an era when reviews are a staple of everyday social media.
Related: 5 Low-Budget Marketing Ideas for Startups That Are Booting
Media is the name of the game. As can be seen from the above, it can take several forms. DTC brands need to refine and craft collaborative endeavors with the media and audiences to break out of the competitive chaos and emerge among their peers. This online presence, including PR, can make or break your brand. Additionally, DTC brands should consider leveraging the power of media to be on top of trends.