The DTC space is becoming more saturated every other day, and the acquisition costs keep skyrocketing. Many brands often find themselves stagnating in their growth. Hence there is an ever growing need of growing and expanding DTC brands. We had a conversation with Dee Deng on overcoming the challenges that come with scaling ads and this article will be an insightful one.
Dee Deng is the co-founder and CEO at Right Hook Digital, an e-commerce growth marketing agency managing millions in ad spend for their growth clients across Australia and the USA. Obsessed over ‘delivering wow’- Dee leads his agency team of 50 with great expertise sharing his team’s learning & insights, educating entrepreneurs on how to scale profitably and sustainably. Most recently, Right Hook has been listed on the Australian Financial Review “Fastest Growing Companies 2020” List. Besides, this champion has consistently scaled multiple 7 & 8 figure eComm brands profitably. His team runs the brand’s ads and scales them like lightning. He will soon also offer courses on how you can scale your eComm brand. But how do you break the norm to scale ads for DTC eCom brands?
1. Create A Customer-Centric Brand
A customer-centric brand is a brand that meets the needs of its target audience. This brand understands its clients’ pain points and comes up with a product that helps its clients avoid that pain point. Presently, 42% of businesses fail because there is no market need. Business start-ups fail because they are not solving any market need. So, how can brands create a customer-centric product? According to Dee Deng, they can start by focusing on the world view, the pain that their customers want to avoid, and the benefits that the audience will gain from the brand. Business leaders have to ask themselves, how does our product make our customers feel and look about themselves?
2. Put A Magnifying Glass On Your Data
Data is essential to an organization as it helps the firm understand its best-performing audience & customer segments. 51% of companies admit that data is integral for their strategy. However, Dee points out that most people think of data as the quantitative type from analytics. He notes that many marketers forget that qualitative data matters too.
Data helps businesses increase their efficiency in terms of planning and decision-making. One way to get data is to look into the comments section of your ads & posts. It would help if you also looked at your competitor’s ads, posts, and comments from their clients. You’ll find that it’s a goldmine for finding objections and perceived benefits that you can then use in your ads.
3. Leverage Your Data
Data will help you identify your best-performing segments, as well as what resonates with them. ONce you have this information, you can leverage it by deploying a mix of ad creative & influencer content. Such content will directly address your audiences’ concerns, objections & what they love most about your products.
4. Be Everywhere
Diversifying into multiple channels is a successful digital marketing strategy. This is because when you have different marketing channels such as pay-per-click search ads, email marketing, video marketing, blog posts, display ads, e.t.c, you are likely to drive better results.
If your entire paid customer acquisition relies solely on one channel, you’re inevitably leaving yourself vulnerable in the long run. Once your budget allows, diversify into multiple channels to ensure that you have a diversified portfolio of channels to reach your audiences (new and old).
5. Don’t neglect the backend
Currently, a majority of ecommerce marketers focus on customer acquisition. However, these businesses neglect that their most loyal customers are already in their existing customer list.
Backend refers to any part of the business that is not visible to your customers. The backend includes factors such as accounting and finance, inventory, human resource, and engineering. You must develop your backend. Besides, this will help you convert your customers to loyal customers. You can build your backend by leveraging email, SMS & messenger marketing. These platforms will help you re-engage your existing customers. Once you do this, you will be able to turn your customers into loyal repeat purchasers and raving ambassadors of your brand.
Word on the street is that the direct-to-customer business model has been unsustainable. Well, this may be good for an initial branch launch. However, Dee Deng will help you have a smart long-term growth strategy.
Hence, if you want to scale your ads for DTC ecommerce brands, embracing unique business principles while overcoming obstacles on your success journey ought to be your top choice. It would help if you connected to Dee Deng for more information about the scaling of brands. You can also visit his site for more information on how quickly you can be successful in the digital marketing and advertising industry.
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