Have you ever felt like you’re throwing everything at your Facebook ads, but they just don’t stick? I’ve been there. It’s like shooting arrows in the dark, hoping one hits the bullseye.

But here’s the good news: mastering Facebook ads for your D2C business isn’t about luck; it’s about strategy. 

Let me share some insights that turned my campaigns around.

Start With Your Best Sellers

When you’re at the starting line, it’s all about reducing variables. Your best sellers are your secret weapon. They have proven appeal, giving you a head start. If you’re starting from scratch with no sales data, focus on the product category with the highest sell-through rate. Use this as your ad’s star player, then iterate based on performance.

Messaging Over Design

It’s tempting to get caught up in design details. Pink or yellow? Bold or subtle? But here’s the thing: it’s the messaging that drives buying behaviour. What position does your product hold in the customer’s mind? Your goal is to become the go-to product for their specific needs. While design can optimise the buying experience, it’s the messaging that will drive the sale.

Capturing Attention The Right Way

Ads are your spotlight. They’re there to grab attention and lead customers to checkout. Focus on how your product fits into their life, the problems it solves, and the ‘wow’ factor it brings. But remember, attention should be rooted in value, not gimmicks. Authenticity wins the race.

The Power Of The Offer

Attracting visitors is one thing, but converting them is another. If your traffic is high but conversions are low, it’s time to revamp your offer. How can you present it more compellingly? Consider:

• Comparing with other products
• Offering discounts
• Highlighting customer reviews

These strategies can enhance perceived value and nudge visitors towards making a purchase.

Your Role In This Journey

As a marketer, your role is to guide potential customers through a journey where each step feels natural and inevitable. It’s about creating a narrative that resonates, engages, and ultimately convinces.

Let’s embrace these strategies and transform our Facebook ads from shots in the dark to targeted arrows hitting their mark. 

The post Mastering The Art Of Creating Impactful D2C Facebook Ads appeared first on Inc42 Media.

You’ve crafted the perfect ad campaign, traffic is flowing in, but the conversions? They’re just not happening. It’s a marketer’s nightmare, isn’t it? This scenario is all too common in the digital marketing world, where the focus is often heavily skewed toward creating ads and driving traffic.

The Overlooked Half of Marketing: Conversion Rate (CR)

While attracting users is a crucial part of marketing, it’s only half the battle. The real challenge, and arguably the most critical aspect, lies in converting these visitors into customers. It’s not just about bringing them to the platform; it’s about making them stay, engage, and ultimately, convert.

Key Questions for Effective Conversion

To enhance your conversion rate, consider these pivotal questions:

• Ad and Landing Page Harmony: Does your ad speak the same language as your landing page? Consistency in messaging is key to not lose the user’s interest.
• Meeting User Intent: Is your landing page addressing the user’s intent? Understanding and answering their needs can significantly boost conversions.
• User Actions: Are visitors engaging in the way you intended on your page? Analyzing user behavior can provide insights for optimization.
• Content Strategy for Different Users: How does your content cater to new versus returning users? Tailoring the experience can lead to better engagement and conversions.

The Competitive Edge Of A High-Converting Landing Page

In today’s market, a landing page or product that converts better is not just an asset; it’s a competitive advantage. It’s the difference between a potential customer and a loyal one. The focus should be as much on converting the traffic as it is on generating it.

Your Role In The Conversion Journey

As a marketer, your role is to guide the user through a seamless journey from the ad to the landing page, ensuring each step is aligned with their expectations and needs. It’s about creating a cohesive experience that not only attracts but also convinces and converts.

Let’s shift our focus and redefine marketing success not just by the number of visitors, but by the quality of conversions. Together, we can bridge the gap between traffic and conversions, turning potential into profit.

Looking forward to hearing your thoughts and strategies on conversion optimization.

The post Beyond Ads and Traffic: Learning The Art of Enhancing Conversion Rate appeared first on Inc42 Media.

Have you ever felt overwhelmed by the constant barrage of promotional SMS messages on your phone? I certainly have. 

Just the other day, I was sifting through a sea of unread messages, all screaming for attention, and it struck me: Is this strategy effective?

The Reality Of SMS Marketing In India

The once-celebrated SMS marketing landscape in India is undergoing a transformation, with its effectiveness facing scrutiny. The click-through rate (CTR) has witnessed a sharp decline, dipping below 0.1%, raising concerns about the channel’s cost-efficiency. 

While the cost of sending an SMS remains relatively low at around 10 paise, the average cost per click (CPC) has soared to INR 100, creating a significant disparity. 

This imbalance is particularly concerning given the generally lower conversion rates observed on mobile devices compared to desktops.

A Closer Look At Customer Acquisition Costs

Imagine sending out a thousand text messages and only gaining ten new customers. That’s the reality for many businesses that rely on SMS campaigns to acquire new customers. 

With a conversion rate of just 1%, the cost of acquiring a customer (CAC) through SMS can reach a staggering INR 10,000 ($120). While this approach still holds value for some industries with high customer lifetime values, it’s essential to weigh the costs and benefits carefully before embarking on an SMS marketing campaign.

Who Still Benefits?

Financial Products: Considering the high referral bonuses offered by some banks for credit card sign-ups, a customer acquisition cost (CAC) of INR 10,000 can be justified.

Real Money Gaming Apps: While their low ticket size might suggest otherwise, their high user engagement and frequency make the high CAC worthwhile. This is because their loyal customer base brings in consistent revenue and repeat business, which ultimately justifies the initial investment in acquiring new customers.

Real Estate: In the real estate industry, the substantial transaction values make it easier to bear the higher customer acquisition cost.

The Vicious Cycle And A Possible Solution

This reliance on SMS marketing has led to a vicious cycle: more messages lead to lower click-through rates and higher CACs. Many, including myself, have turned off SMS notifications to escape this deluge. 

A potential solution? Increase the cost of sending promotional SMS. This approach, already adopted in several developed countries, could break the cycle, encouraging more targeted and thoughtful campaigns.

As we navigate the ever-evolving landscape of digital marketing, it’s crucial to reassess our strategies and adapt to changing trends. The current state of SMS marketing in India is a clear indicator that what once worked may not be as effective today. 

By initiating a dialogue on these issues, we can collectively steer towards more innovative, efficient, and user-friendly marketing practices that respect both the consumer’s space and the marketer’s budget.

The post Is SMS Strategy A Costly Mistake? appeared first on Inc42 Media.

I recently had a conversation with a close friend who launched a new direct-to-consumer product. He had invested heavily in his website, making sure it was visually appealing and easy to navigate. However, after a few weeks, the anticipated surge in traffic had not materialised, and he was feeling discouraged.

However, this setback made him realize that a great product and website aren’t enough. The magic lies in driving the right eyes to it. If you, like my friend Mayank, feel your website deserves more attention, I’ve got some insights for you.

SEO: A good SEO strategy is about more than just getting to the top of the search results. It’s about attracting a steady stream of visitors to your website over time, creating a vibrant and thriving online presence.

Content Repurposing: Instead of using your content just once, consider repurposing it and sharing it on different platforms. This is a great way to reach a wider audience and get the most out of your hard work.

Backlinks & Earned Media: Imagine getting a recommendation from a trusted friend or colleague. Backlinks from credible sites are like digital recommendations, and they can help you reach a wider audience and build a stronger reputation for your brand.

Paid Ads: Reach your ideal customers directly with ads that lead them to your products or landing pages. It’s like having a personal guide for each customer, pointing them in the right direction.

CRO: Conversion Rate Optimization is a process that a D2C brand owner should set from day and consistently improve it. Setup deeper data collection methods and set foundations for analysis. Mark conversion journeys, find your golden path, learn what works and find gaps in purchase journey. Set a sync between yourself and tech to fix those gaps. Improve the process and document it religiously. 

Your website is the heart of your D2C ecommerce venture, but it’s these strategies that bring it to life. By implementing them, you can turn your digital space from a quiet store into a bustling marketplace.

To conclude, in the ever-evolving digital landscape, it’s not enough to simply exist; you need a clear strategy to guide you forward. The strategies we’ve discussed today are the winds that will propel your brand towards the recognition and success it deserves. Let’s not let our efforts go to waste.

The post The D2C Playbook: 5 Proven Tactics To Boost Website Traffic appeared first on Inc42 Media.

Have you ever dreamed of starting your own D2C business, but felt overwhelmed by the challenges? You’re not alone. I’ve been there too. Starting an ecommerce business is a big undertaking, but it’s also incredibly rewarding. I’m here to tell you that it’s possible to achieve your dreams, even if you’re starting small.

The initial overwhelm is real. But starting a D2C business is more accessible than you might think. Thinking about why is it important?

Wider Exposure: With the internet, your customers can come from anywhere in the world. And with the recent surge in online shopping, you have the potential to reach more customers than ever before.

24/7 Shop: Imagine having a business that runs itself, allowing you to make money while you sleep. Automation can make this a reality for you, freeing up your time so you can focus on growing your business and pursuing other interests.

Low Startup Costs: Don’t let budget concerns stop you from starting your own ecommerce business. There are many ways to save money, and you can even find free online store options.

Starting an ecommerce business in India can be daunting, but it’s also an exciting opportunity. Here’s a step-by-step guide to help you get started:

Step 1: Determine Your Niche & Products

Find the perfect products and niche to solve problems for your customers, with steady demand and low competition.

Step 2: Conduct Market Research

Learn about similar products, the competition, and who your ideal customers are.

Step 3: Create a Business Plan

A well-structured plan provides clear guidance for all aspects of your business, from branding and marketing to sales and finance.

Step 4: Source Your Products

Choose the best business model for you: make your own products, buy wholesale, or dropship.

Step 5: Find A Business Name and Logo

Create a brand name and logo that will capture people’s attention and stick in their minds.

Step 6: Create An Ecommerce Website

Start your online business by choosing the right ecommerce platform for you.

Step 7: Prepare for Launch

Make sure your store has high-quality product photos, optimised SEO, and a reliable shipping strategy.

Step 8: Get Your First Customer

Use digital marketing and social media to connect with your target audience and start building relationships. This will help you attract your first customers and grow your business.

The first step is always the hardest, but it’s essential for success. Starting an ecommerce business is an exciting journey full of opportunities, learning, and growth. 

The post A Step-By-Step Guide To Start A D2C Ecommerce Business appeared first on Inc42 Media.

I recently visited Jaipur, India, where I met a local artisan named Ravi. He struggled to sell his handcrafted goods due to the dominance of middlemen. One of his friends helped him to setup and he decided to sell directly online, bypassing these intermediaries. The results were amazing. Not only did his sales increase significantly, but he also built genuine relationships with his customers.

Witnessing Ravi’s journey firsthand, I realised the immense potential of the D2C model.

Have you ever felt the frustration of trying to buy a simple product, only to have to navigate through a maze of middlemen? It can be time-consuming, impersonal, and leave you wondering if there’s a better way.

That’s where D2C brands come in. D2C stands for direct-to-consumer, and it’s a new way of shopping that’s taking India by storm. D2C brands cut out the middlemen and sell their products directly to consumers, which means lower prices, better customer service, and a more personalised shopping experience.

The COVID-19 pandemic changed the way we shop, with over 80% of consumers now preferring to buy online. D2C brands have stepped up to meet this demand, offering personalised experiences that build bridges between businesses and consumers.

• Hyper-personalised Shopping: Imagine a shopping experience that’s all about you. D2C brands like Wakefit are using advanced analytics to offer you a shopping journey that’s as unique as you are.
• Online to Offline Approach: While the digital world is vast and convenient, there’s still something special about visiting a physical store. Some of popular D2C brands, like Licious and Mamaearth, are now opening offline stores so that we can experience their products and services in person, no matter where we are.
• Social Media Dominance: Social media marketing is growing rapidly, and D2C brands are taking advantage of this. Brands like Neeman’s and Bluestone are thriving, thanks to their strong social media presence.
• Product Sampling: We all experience decision fatigue, which is why brands like Smitten offer product trials. This gives you the power to choose whether or not to commit to a product before you buy it.
• Express Checkout: Checkout processes can be a drag, but D2C brands are leading the way in streamlining them, making the shopping experience swift and hassle-free. 
• Sustainability: As we face the challenges of climate change, D2C brands are playing an increasingly important role. Some brands, like mCaffeine, are leading the way in sustainability, demonstrating their commitment to leaving a positive impact on the planet.

Ravi’s story is just one example of how the D2C model is transforming shopping in the digital age. As consumers, we have the power to choose brands that value genuine connections and prioritize our needs. 

When we support D2C brands, we’re not just shopping; we’re fostering direct relationships, championing innovation, and driving positive change in the marketplace.

Let’s embrace this new era of shopping, where every purchase tells a story and every brand interaction feels personal. I’m excited to see what the future holds for D2C brands and consumers alike.

The post How D2C Innovators Are Reshaping The Future Of Shopping? appeared first on Inc42 Media.

I was inspired to write this article after a chance encounter at a local cafe. As I sipped my coffee, I overheard a conversation between two women at a nearby table. One of them, Sarah, was a young entrepreneur who was struggling to make her small, artisanal jewelry business stand out from the competition.

Sarah was clearly passionate and dedicated, but I could tell she was also worried. She felt like she was invisible to potential customers, and her story struck a chord with me because I had faced the same challenges when I was starting Meduit.

Sarah and I met for an hour and had a great conversation. I told her about my experiences and the strategies I used to overcome the same challenges. It was heartwarming to see the hope in her eyes when she realised that she could grow and succeed with the right approach.

This encounter inspired me to create an article to offer practical advice and encouragement to other entrepreneurs who may be struggling to be seen in a competitive world.

In a world where big brands dominate, remember that your authentic voice, consistency, and genuine connection with your audience can make you stand out. Your brand may be small now, but with dedication and the right approach, you can create a lasting impact.

Social Media – Your Goldmine

• Organic Content: Share your brand’s story and values regularly. Videos often resonate more with people, so consider using them to capture your audience’s attention.
• Micro-Influencer Collaborations: Partner with real micro-influencers who share your values. Their authentic engagement can put your brand in front of a new audience without breaking the bank.
• Community Engagement: Be a part of the community you’re building, not just a broadcaster. Engage in conversations, respond to feedback, and listen to what people have to say.

Email/WhatsApp Marketing – Direct & Personal

• Build & Segment: Offer valuable content or discounts to encourage people to sign up for your email/WA list. Once people have subscribed, segment them based on their interests and demographics so you can send them more relevant messages.
• A/B Testing: Try different types of content to see what your audience responds to best. Test different subject lines, email formats, and calls to action to see what gets the most opens, clicks, and conversions.                            

Be relevant and less salesy.

Stellar Customer Experience – Your Brand’s Best Friend

Happy customers are your best brand ambassadors. Make sure your website is easy to use, respond to inquiries quickly, and be transparent, especially about shipping. When you go above and beyond for your customers, they’re more likely to recommend your brand to others. After all, word-of-mouth is the best advertising.

As you embark on your journey to succeed in this competitive world, remember that great things often come from humble beginnings. Sarah’s story, the inspiration behind this newsletter, is a testament to the power of perseverance and innovation.

Her journey is an inspiration to us all. Your brand has limitless potential, and with hard work, the strategies shared here, and a steadfast belief in your unique vision, you can light up the world with your presence.

The post A D2C Guide To Uncover The Secrets To Brand Visibility appeared first on Inc42 Media.

As I browsed the digital marketplace, I came across my friend Ravina, who was visibly frustrated and overwhelmed by the impersonal marketing messages flooding her inbox and social media. 

Her preferences were ignored, and her loyalty to brands went unnoticed. Seeing her discontent, I had a thought: what if brands could create a journey that truly sees and values each customer? 

As Don Peppers popularly calls it 1:1 Marketing.

This revelation sparked a deep dive into personalised customer journeys. My goal is to explore and create experiences where every individual feels seen and valued.

Welcome to a space where you are seen, heard, and valued. 

A recent study found that many consumers, especially younger ones, are willing to share their data in exchange for personalised experiences. 

This is a clear signal that brands need to focus on creating customer journeys that are relevant and meaningful to each individual.

Let’s work together to create a new and exciting chapter in your journey with us: 

Putting Your Wants First

Imagine a place where your unique preferences are valued and celebrated. You should use transparent data collection methods, like fun quizzes, to get to know the customer and its interests. Then, one should use this information to curate product recommendations that are perfectly suited to customers.

Conversations That Matter

It’s time to say goodbye to generic emails! With the power of AI, communications should be tailored to the individual preferences and needs. This means one will only receive messages that are relevant and valuable to them.

Dynamic Content That Changes With You

Consumers’ experience is constantly evolving, adapting to their interests and behaviours. From emails that highlight what they care about to a website that shapeshifts to their liking, every interaction should be tailored to them.

A Website Experience That Remembers

Whenever someone visits a website, it should help them find exactly what they are looking for. Recommend products based on their past purchases and browsing history, and even remember the items they’ve viewed recently. So that they can pick up where they left off, and discover new things they will love.

A Journey Beyond Purchase

One’s purchase should just be the beginning of their journey with your brand. Be there to support them at every step of the way, from answering their questions to resolving any issues they may have. Focus on creating a system that focuses on post purchase marketing e.g. customised VIP program, marketing flows, NPS, testimonials, referrals etc.

The post How 1:1 Marketing Empowers Personalised Customer Journeys appeared first on Inc42 Media.

In the blink of an eye, your ecommerce site’s credibility is determined by users, and those precious milliseconds can impact your bottom line. Fail to impress, and you might not only miss out on sales but also incur unnecessary acquisition costs. 

I once came across a small online shop that had some really interesting products. But when I tried to browse their site, it was really slow and the product information was very limited. I got frustrated and abandoned my cart.

This experience stuck with me, and it inspired me to find ways to help businesses like yours succeed in the ecommerce world. The strategies in this newsletter are designed to help you avoid losing potential customers.

Speed Matters

Your website’s loading speed is important. Every second longer it takes to load, you risk losing potential customers. Studies have shown that 25% of users will abandon a website if it takes more than 3 seconds to load. 

There is a D2C brand where we could improve 17% of transactions just by reducing the page load time by 50%.

Optimise Product Pages

Make your product pages engaging and informative. Customers should be able to find the product name, high-quality images, pricing, key details, and a clear call to action right away.

Mobile-First Approach

Did you know that 65.5% of online traffic comes from mobile devices? That means it’s more important than ever to make sure your website is optimised for mobile users. 

When people visit your website on their phones, they want to be able to find what they’re looking for quickly and easily. 

Make sure your most important information is visible on the first screen, and simplify the payment process so people can buy from you with just a few taps. Similarly, you can also focus on video-first approach to display content, products, ads and experiences.

User-Generated Content

Customer reviews can be a powerful tool for building trust and encouraging sales. When potential customers see that other people have had positive experiences with your product, they are more likely to buy it themselves.

Live Chat Engagement

Many customers prefer to chat with a live person when they have a question or need help. 

To enhance customer engagement, you can use live chat triggers to proactively reach out to customers, personalise your responses, and pre-write messages that are relevant to their needs. 

You can also provide self-service options, such as FAQs and knowledge articles, to help customers find answers to their questions on their own.

Cart Abandonment Recovery

Approximately 70% of users abandon their shopping carts. A company can recover up to 20% of abandoned carts with well-crafted email sequences. Here’s a recommended sequence to try:

Trigger: User enters email but abandons cart at checkout.

Email 1 (after 15 min, SMS 1 after 30 min): Urgent message to return to the cart.

Email 2 (after 1 to 2 hours, SMS 2 after 1 day): Remind product advantages + first promotion.

Email 3 (after 24 hours): FOMO + Last chance email with an “once in a lifetime offer”.

Congratulations on your D2C journey! 

Every moment counts, so make sure your website is fast, your products are presented well, and your customers are engaged. 

The post 6 Customer Engagement Hacks To Boost D2C Success appeared first on Inc42 Media.

My early online shopping experience taught me the importance of post-purchase communication. I once ordered a gift for my mother’s birthday, and the lack of communication left me feeling frustrated and unvalued. 

I vowed to change that, and committed myself to helping other customers avoid the same experience. Have also helped multiple brands improve their NPS to over 40 and also improved RTO to under 20% from 80%+ (for then early stage D2C brands).

Every year, thousands of new ecommerce sites are created. This increased competition drives up acquisition costs, making it more important than ever for brands to build strong relationships with their customers and maximise retention. Follow-up emails are a powerful tool for achieving this, with an average open rate of 70%.

In this article, I will show you how to create the perfect follow-up email in 7 steps.

Crafting a Personal Touch Just For You 

It’s important to make the post-purchase experience to be as unique as your consumer is. The follow-up emails are more than just automated messages; they’re a way to continue the personalised experience of the customer so carefully choose every element of the emails, from logo to brand colours to the cover image.

Close The Loop 

Set a process that makes sure that stakeholders are connected and transfer right information to each other. Have experienced a delivery partner marking a customer as “Not Available” while he was at home waiting for his delivery. Why delivery partner would do it? Because they earn 2X on returns.

Your Feedback Transforms Us 

Did you know that a single negative delivery experience can prevent 15% of customers from buying from you again? That’s why customer’s feedback is so important . It helps to improve the delivery process and show other customers the great experiences your brands community has had.

Your Order, Transparent And Clear 

It is important to make sure the customer has all the information they need about their order, so include all the details in every follow-up email. This includes the order number, product names, quantities, and estimated delivery date.

Stay In The Loop, Effortlessly 

Order tracking is important , so it gets easy to follow the order from the warehouse to customers ‘ doorstep. It is important to find the carrier name, tracking number, and a direct link to the tracking page in the order confirmation email and on the account page.

Elevating Your Next Experience 

Follow-up emails, with their stellar 70% open rate, are a little way of saying thank you, by offering consumers something extra for their next purchase – perhaps a discount coupon or a special referral link is  good way to do that.

Let’s Get Social

Ask people to connect with you on social media to stay informed about the latest news and updates, and to learn more about the company and the people behind it. Be excited to build a relationship with them that goes beyond just business.

Here For You, Always 

Whether it’s about making a return, having a question about FAQs, or needing to review the privacy policy, you should make it easy for the customer to find the information they need. That way, they can get back to enjoying their experience with you.

Customer feedback and experiences are essential to help you improve their ecommerce experience. You should create an experience that exceeds their expectations, and this can only be done by listening and understanding their needs. 

Here’s to more seamless shopping, transparent communication, and a relationship that goes beyond transactions.

The post Why Post-Purchase Communication Is Vital For Online Brand Success appeared first on Inc42 Media.

A friend of mine and an owner of an early stage D2C brand based in Mumbai, was overwhelmed by the sea of digital marketing. Her emails were constantly overlooked, and she felt frustrated. Usually we miss out on some obvious stuff. Sometimes we don’t use some marketing channels just because we just “feel” they don’t work. 

One day, my friend received a “timely” SMS from a local pizzeria about a special offer. The message was direct and to the point, and it caught her attention. She realised that SMS marketing could be a powerful tool by which you can reach your customers where they are and grow your business.

Welcome to a world where your messages are noticed and valued – if your timing is perfect. You can still gain 3-5% of your overall revenues through this channel. 

SMS marketing is a great way to reach your customers directly and quickly. With an open rate of over 90%, SMS can be much more effective over emails, where messages can easily get lost in the inbox.

Imagine being able to send a personalised message to your customers within minutes of them making a purchase, or offering them exclusive deals and discounts. With SMS, you can do just that.

Here are a few tips to help you get the most out of your SMS marketing, so your messages are not only heard, but they stick with your customers.

Engage Your Email Subscribers Differently

Your email subscribers are already loyal customers. Take your relationship to the next level by offering exclusive SMS perks and deals. Once they opt in, make sure to deliver valuable content and updates consistently. This will show them that you appreciate their trust and that you’re committed to providing them with the best possible experience.

Revive Abandoned Carts With A Personal Touch

Many shoppers abandon their carts, but your SMS can be the reminder that helps them come back. Instead of generic messages, send personalised messages that reflect their interests and choices. A special offer or a message about the items they left behind can make all the difference.

Craft Messages That Resonate

Your SMS messaging should be as unique and ever-changing as your customers. Whether you’re sending welcome messages to new subscribers or order status updates to existing customers, each text should feel like it’s written just for them.

A/B Test With A Twist

A/B testing is not just about changing elements but understanding your audience’s preferences. It’s about learning what language, offers, and timing resonate most with them and refining your strategy accordingly.

Simplify Purchasing To A Single Text

OneText makes it easy for customers to confirm purchases with a simple ‘YES’ text message. This streamlines transactions and enhances the customer experience.

In a world where we’re constantly bombarded with notifications, your message needs to stand out. SMS marketing can be a powerful tool for capturing attention, driving conversions, and building relationships with your customers.

Let’s start our journey to building meaningful connections. Every message you send is a step towards creating a community that’s excited to hear from you.

To a future where our voices are heard, and our messages make a difference.

The post Why SMS Marketing Can Be A Powerful Tool For A D2C Brand? appeared first on Inc42 Media.

I’m writing to share a story that I think you’ll find interesting. It’s about a D2C brand that started out small but quickly grew to become a success.

Let’s say you have a successful brand with a large customer base of first orders. Let’s also assume that there’s one big problem: your churn rate is high and your lifetime value (LTV) is lower than you’d require.In short, your LTV/CAC < 3. You’ve hit the all-too-common “leaky bucket” problem in D2C businesses. It’s time to fix it.

I know how you feel. Many brands focus on attracting new customers, but they forget about the importance of the post-purchase journey. That’s where true brand loyalty is built.

Now, let’s dive into six actionable tips to improve your post-purchase customer funnel and solidify your brand’s reputation:

Surveys

Get to know your customers better with post-purchase surveys. Ask your customers about their experience with your products and services, and what they value most. This information can help you improve your offerings and create a better customer experience. Hit me a message if you want me to write another note on how I learnt creating surveys at India’s biggest parenting brand.

Email & SMS

Stay in touch with your customers in a way that is relevant and timely. Share more than just order confirmations with them. Let them know about your brand’s story, mission, and values. Create a sense of community that goes beyond the product itself.

Customer Service

Neglecting customer service can lead to frustrated customers and lost business opportunities. Commonly overlooked areas include inadequate response times, impersonal interactions, lack of proactive communication, and unaddressed customer feedback.

Tools like Freshdesk can help you streamline your support process and ensure that you respond to customer inquiries in a timely manner. By providing excellent service, you can build customer loyalty and retention.

Returns & Exchanges

Loop Returns can help you simplify the returns process for your customers, turning a potentially frustrating experience into a positive one. We provide a range of effective strategies aimed at preserving your revenue and ensuring customer satisfaction. These include options such as implementing a proactive delivery assistance team, which conducts regular checks and offers immediate support upon delivery to minimise the likelihood of returns.

Discounts

Show your customers how much you appreciate them by personalising your discounts based on their behaviour. For instance, if you run an online fashion store and a customer frequently purchases shoes, you can offer them an exclusive discount code for their favourite shoe brands or styles. 

This personalised discount not only acknowledges their buying habits but also makes them feel valued. Such thoughtful gestures can foster stronger customer loyalty and encourage repeat business, as customers are more likely to return for deals that align with their interests.

Surprise And Delight

Go above and beyond to create memorable customer experiences. This could mean adding unexpected gifts with purchases, sending hand-written notes months after a purchase, or simply going the extra mile to resolve a customer’s issue. 

These small gestures can make a big difference in how customers feel about your business and can turn them into lifelong fans. One should also build a VIP community to surprise and delight their selected customers with exclusive product feedback, early launches, trials, and referral bonanzas.

Following these tips in your post-purchase strategy can help you boost customer loyalty, reduce churn, and increase your brand’s lifetime value.

Remember, your brand is more than just products. It’s about building a community of people who share your values and experiences. When you invest in the post-purchase journey, you’re creating a lasting connection with your customers that will keep them coming back for more.

The post 6 Tips To Boost Customer Loyalty appeared first on Inc42 Media.

Ever felt like you’re pouring your heart, soul, and resources into content marketing, only to watch your efforts vanish into the digital abyss? A few years ago, while running my own startup, we had a great product, but we were struggling to get noticed. 

We poured a lot of resources into content marketing, but it wasn’t enough. We needed to find a way to reach our target audience in a more effective way.

This experience ignited my passion for efficient content strategies. I knew there had to be a better way to leverage content for brands, no matter their size or budget. 

That’s when I developed “The Content Playbook,” a strategy born from the lessons I learned and have delivered over two million organic LinkedIn impressions in the last 1 year. Today, I’m sharing it with you, hoping it transforms your brand’s content game, just as it did for mine.

The Bootstrapped Content Playbook

No matter where your brand is in its journey, whether you’re just getting started or you’re a well-established company, content is essential. But it’s not just about creating any type of content. It’s about creating the right content for your target audience and distributing it in the right way.

Content that doesn’t reach your audience is worthless. As more and more people use AI-curated content feeds, it’s important that your content is relevant and engaging. That way, it won’t get lost in the shuffle. But don’t worry, you can still control the distribution of your content through channels like email, SMS, and influencers.

Here’s what I call “The Bootstrapped Content Playbook” to help you efficiently leverage content:

• Hire a Press Secretary for Your Brand: A short-form content creator who specialises in vertical, algorithm-driven, short-form content for platforms like TikTok, Instagram Reels, and YouTube Shorts. They create content that is fresh, relevant, and engaging for your audience.
• Build Your Own Creator Network: Build relationships with content creators who share your values and interests. They can be valuable partners in creating engaging and informative content that resonates with your audience.
• Find a Good Designer: A talented graphic or web designer can elevate your brand’s perception. When you work with overseas designers, you’ll have access to a wider range of skills and expertise. You’ll also be able to save money on labour costs, which can free up your budget for other marketing initiatives.
• Seed Products to Influencers: When launching a new product, consider gifting it to influencers and industry reporters. Their reach and influence can help you generate valuable awareness for your brand.
• Build a Library of Product Renders: Creating a library of product renders can give you more flexibility and speed in content creation. This is because you can easily reuse the renders for different assets, such as your website, marketing materials, and social media posts. When creating the library, be sure to include a variety of renders, including different angles, lighting conditions, and backgrounds. This will give you more options when creating content.
• Host Events: Events can be great opportunities for content creation. You can make them more experiential by inviting key individuals or sponsoring events that align with your brand.
• Use Online Design Tools: There are a number of online tools that can help you, such as Canva, Figma, and Flair. These tools can help you with everything from designing graphics to creating presentations.
• Reinvest in Content Infrastructure: As your brand grows, it’s important to reinvest in your content production infrastructure to maintain efficiency. This means investing in the tools and resources that will help you create and distribute content more effectively. For example, you might need to invest in better software, training for your team, or even new equipment.

To wrap up, I want to leave you with this: content is essential for your brand’s success. How you create and use content is just as important as the content itself. 

The Bootstrapped Content Playbook is more than just a collection of strategies; it’s a guide to help you make the most of your resources and reach your target audience. 

Whether you’re just starting out or looking to scale your business, this playbook will help you create content that drives results.

As you embark on this journey, keep these principles in mind. Content is your canvas, and distribution is your brushstroke. The future of advertising and AI is full of possibilities, and by mastering the art of content creation and distribution, you are well-positioned for a successful career.

Now, go out there and put these strategies to work. I’m excited to see your brand flourish. Cheers to your content-driven success!

The post Building A Bootstrapped Content Playbook appeared first on Inc42 Media.

Have you ever felt that a small shift in perspective can lead to big changes? Today, let’s explore a few insights that have the potential to revolutionise the way we do business.

I was inspired by a conversation with a founder who has built a $500 Mn empire. He shared with me the importance of monthly audits, meticulous financial vigilance, and leveraging milestones. 

These practical revelations, along with several others, can help us enrich our business strategies and foster growth.

Now, I’d love to share these gems with you – personalised and distilled for your consideration:

Monthly Audits, Massive Impact

A founder of a company with an impressive $500 Mn annual revenue stressed the importance of monthly audits.

They said that regularly reviewing every aspect of your business ensures that no detail goes unnoticed.

Trimming Needless Expenses

Managing a tight cash flow takes vigilance. To stay on top of your spending, it’s important to regularly analyse your expenses. This includes reviewing your recurring subscriptions, which can add up quickly.

Consider cancelling any subscriptions that you no longer use or need. A simple quarterly review of your subscriptions could save you 15-20% on needless expenses.

Leveraging Milestones For Bargaining Power

As your business grows and achieves new milestones, don’t forget to negotiate better payment terms and rates with your suppliers. This is an opportunity to improve your cash flow and save money.

Whether you’re working with contract manufacturers, shipping companies, or payment processors, take the time to negotiate and get the best deal possible.

Connecting Through Weekly Calls

Keeping your team in sync and hurdle-free doesn’t have to be complicated. A simple 4-minute weekly call with your direct reports can make a big difference.

Beyond Revenue: The True Metric

Don’t just focus on how much money you’re bringing in. Look at the impact of every dollar you earn. Understand how much it costs to fulfil each order, from labour to shipping.

This will help you make better financial decisions for your business.

The Art of Remote Hiring

Hiring remote talent for routine tasks can free up your internal team to focus on strategic thinking, delegation, and innovation.

Profitability First, Retail Second

Don’t get into retail just to make a profit. Going omnichannel requires a strong foundation that supports your business. Retail should enhance a successful company, not save a failing one.

Selling A Business: Synergies And Angles

When selling, don’t just focus on your customer list. Look for ways to save your customers money, offer them unique benefits, and understand the value you bring to them beyond the obvious.

Building Your Factory For Savings

If you’ve reached $20 Mn in sales, it might be time to consider building your own manufacturing unit. One entrepreneur made this move and invested $2 Mn, but he’s now saving 35-50% on his lifetime costs. That’s a significant investment that’s paying off handsomely.

Shared Struggles, Shared Solutions

Everyone faces challenges in their journey. Don’t see them as hurdles, but as opportunities for growth. Create forums to exchange solutions and connect with other founders. A simple lunch with a fellow founder could spark ideas worth six figures.

As we navigate the ever-changing world of entrepreneurship, let’s take these lessons to heart and elevate our strategies. Remember, it’s often the small changes in our thinking that can lead to big breakthroughs. 

Cheers to a future filled with wise choices and amazing accomplishments!

The post 10 Must Dos To Revolutionise The Way Of Doing Business appeared first on Inc42 Media.

I often get asked why businesses should bother with landing pages when their ads are sending people directly to their product page. It’s a valid question, but it makes me think back to a lesson I learned long ago. 

When I was first starting out in marketing, I made the mistake of sending all of my traffic to my homepage. I thought that this would be the best way to showcase all of my products and services. However, I quickly realised that this was a mistake.

Imagine you’re on a first date. Would you skip the small talk and introductions and just ask them to come home with you? Probably not. Just like in relationships, making a good first impression matters in marketing too.

Your potential customers’ first interaction with your brand is important. Don’t settle for the ordinary. Running ads that direct traffic to a product page might give you a 1% to 3% conversion rate, but you can do better. With a well-crafted landing page, you can achieve a 6% conversion rate or higher.

Landing pages are often overlooked in digital marketing, but they can be incredibly powerful tools for driving conversions. Here are a few reasons why:

Curation That Speaks Volumes

When people land on your website, they’re looking for something specific. Maybe they’re interested in learning more about your product, or maybe they’re ready to make a purchase. Whatever the case may be, you want to make sure that their experience is tailored to their needs.

That’s where landing pages come in. Landing pages are designed to be specific and targeted, so you can curate the experience based on the traffic source. 

For example, if someone arrives at your website from a paid search ad, you can create a landing page that highlights the benefits of your product that are most relevant to their search query.

Education That Matters

Product pages can be quite dry and technical. They often focus on features and benefits, but they can neglect to tell a story about why your product is special or different. 

A thoughtful landing page, on the other hand, is a chance to educate, inspire trust, and showcase what sets you apart. It’s like telling a story that draws your audience in.

Angles That Captivate

Landing pages allow you to create a tailored experience that matches the reason your audience clicked on your ad. By meeting their specific needs, you’re essentially providing a solution before they even know they need it.

I hope this has been helpful! I want to leave you with this thought: your brand deserves to shine. Landing pages are a great way to do that, but they’re about more than just boosting conversion rates. They’re about crafting a meaningful connection with your audience from the very first touchpoint.

The post Mastering Landing Page Alchemy For Marketing Success appeared first on Inc42 Media.

Have you ever stopped to think about the extraordinary impact that organic social media can have on your brand’s success? It’s not just about posts and likes – it’s a dynamic force that can reshape your business landscape.

I’ve seen this firsthand in my own professional journey. When I started out, I used Twitter to share my thoughts and ideas. I quickly realised that this was a great way to connect with people and build relationships. 

As my audience grew, I began to host podcasts and other events. This gave me a platform to share my knowledge and expertise with a wider audience. As a result, I crossed 2 Mn organic views on LinkedIn last year and the numbers are in a few hundred thousands on Twitter.

Let’s take a look at some strategies that can help your social team become the first line of defense, handling 70% of customer service interactions

Organic Social: Beyond A “Cost Center”

I’m a firm believer that organic social is not just a nice-to-have, but a must-have for any brand that wants to succeed. A strong social team can help you build a community of engaged followers, drive traffic to your website, and boost brand awareness. 

Just look at some of the most successful brands in the world, like Swiggy, Mamaearth, and boAt. They all built their businesses on the foundation of organic social.

Crafting A Cohesive Team

To create a successful social media strategy, teamwork is essential. No one person can do it all. There are so many moving parts, from coordinating content creation and influencer engagement to monitoring analytics and responding to comments.

That’s why it’s important to have a team of people dedicated to social media. A head of Social should be responsible for setting the overall strategy and overseeing the team. 

A channel manager should be responsible for each individual platform, making sure that the content is tailored to the specific audience. And then there are the creators themselves: designers, copywriters, video editors, and anyone else who can help bring the strategy to life.

By working together, this team can create a harmonious social media presence that engages and connects with the audience.

Channels And Mediums: Picking Your Playground

When it comes to social media, it’s important to have a strategy in place. This means knowing who your audience is, what kind of content they’re interested in, and how you can reach them. It also means using the right channels and platforms to get your message out there.

Organic Social And Paid Social Synergy

Organic social media can be a great testing ground for paid social media. By experimenting with different content formats on platforms like TikTok and Instagram Reels, you can find out what resonates best with your audience. 

If a particular content format outperforms your baseline, it’s a good candidate for paid campaigns. This synergy can help you allocate your ad budgets more effectively.

Organic Social: The First Line Of Customer Service

In 2023, organic social media and customer service are more closely connected than ever before. In fact, the organic social team often handles about 70% of customer service tickets. This is because social media is a natural place for customers to reach out to brands with questions, concerns, and complaints.

To provide the best possible customer service, it’s important for organic social teams to be responsive and helpful. They should also be able to seamlessly integrate with customer service platforms so that customers can easily escalate their issues if needed.

As we’ve explored the importance of organic social media, from building a strong team to integrating it with paid strategies and using it for customer service, it’s important to remember that every step along the way is a brushstroke in the painting of your brand identity.

Take what you’ve learned, the strategies you’ve developed, and the opportunities that await you, and run with them. With every post, comment, and response, you’re not just building your brand’s story – you’re creating a legacy of meaningful interactions and deep connections.

The post Beyond Likes & Posts: Why Brands Can’t Ignore Deep Organic Social Connections? appeared first on Inc42 Media.

A few months ago, my better half ordered a handcrafted leather wallet from a D2C brand she had recently discovered. She was so excited to receive it, and when the package finally arrived, she was delighted to find a small, handwritten note tucked inside. 

The note was a simple gesture, but it made a big difference. It showed that the brand cared about her as a customer, and it made her feel special.

This personalised touch is what sets D2C brands apart from the competition. When customers feel valued and seen, they’re more likely to become loyal advocates for your brand.

You’re on the verge of greatness. You’ve found product-market fit, established ad channels, and generated revenue. But there’s still one challenge left to overcome. 

We can help. We’ve compiled a set of personalised strategies to get you there.

Surveys

Dive deep into customer insights with post-purchase surveys. Discover their origins, motivations, and aspirations, all while enhancing your brand experience. Tools like Fairing’s post-purchase surveys can be invaluable.

Email & SMS

Craft engaging, personalised content for email and SMS communications. Beyond order confirmations, unveil your brand’s backstory, mission, and values. Create a sense of community where consumers feel they’ve joined an exclusive club.

Customer Service

Lightning-fast customer service is the cornerstone of retention. Tools like Gorgias can streamline your support, ensuring timely responses that resonate with your patrons.

Returns & Exchanges

Loop Returns is your solution to seamless returns. Keep your customers content while preserving revenue through gift cards and exchanges.

Discounts

Engage with personalised discounts tailored to individual purchase behaviour. Craft messages that connect and offer a sense of exclusivity.

Surprise And Delight

Elevate your brand through surprise elements – hidden gifts or handwritten notes. Create moments that become cherished memories, fostering a community of lifelong enthusiasts.

These strategies are more than just guidelines. They are the path to brand evolution. When you personalise the customer journey, you build lasting relationships. 

Remember, success lies in optimising the post-purchase funnel and creating a world where customers feel like they are part of a story. 

As you implement these strategies, be objective and let personalisation drive your brand’s success.

The post How D2C Brands Can Elevate Customer Delight By Embracing Personalisation? appeared first on Inc42 Media.

Your brand’s lifeline? The acquisition funnel. 

Get it right, and you’re soaring. Miss the mark, and well, it’s a rocky road. 

For those venturing into the D2C world, here’s your guiding light – The Essence of Effective Funnels

The Unforgettable Offer

An enticing offer shouldn’t just be great; it should be unforgettable. Think about grandma’s secret gajar halwa recipe – simple yet unforgettable. 

Similarly, a D2C beverage company recently captured attention with a “INR 15 for a bottle” offer. Immediate value recognition led to carts filling faster than a pop-up summer rainstorm.

When Others Vouch For You: The Magic Of Social Proof

Imagine being at a party where everyone’s talking about this new book. Chances are, you’ll want to read it too. That’s social proof! From sparkling customer testimonials to an influencer’s casual brand mention, this is about having the world echo the awesomeness of your brand. It’s the nod of approval every potential buyer seeks.

Navigate And Inform: Shop Sections And FAQs

Ever entered a store and found everything you needed within arm’s reach? That’s how your online shop should feel. Couple this with a crystal-clear FAQ, answering queries even before they pop up, and you’re setting the stage for a seamless customer journey.

Dive Deep With 1P Data

Imagine if your favourite cafe remembered not just your coffee preference but also your preferred table. That’s what deep data capturing is about. Beyond the email, it’s about understanding your customer – their likes, dislikes, and quirks. There are multiple online/offline brands that do this beautifully.

Guiding Eyes With The F-Shaped UX

Remember those treasure maps from childhood where X marked the spot? The F-pattern is the digital equivalent. People usually scan pages in an ‘F’, and by aligning your critical elements to this path, you’re subtly guiding them to the ‘X’ – your most important content.

Your Brand’s Cherry On Top

It’s the final touch, the cherry on the sundae, the encore of a fantastic concert. Communication angles are those unique quirks that make your brand memorable. It’s not just about presenting facts but weaving a story and making it sticky. 

Embarking on the D2C journey, armed with a refined funnel, isn’t merely about ringing sales but narrating a brand tale that resonates. With each step optimized, every ‘cha-ching’ from Shopify won’t just be a sale; it’ll be an endorsement of a well-told brand story.

The post Crafting The Perfect Funnel: A Game Changer For Your Brand appeared first on Inc42 Media.

When I first started working in digital marketing, I quickly realised that the key to success was personalised content. It wasn’t just a hunch; it was backed by data and experience. 

I saw how brands that failed to personalise their ads were left behind, while those that did saw a significant increase in engagement and conversions.

This article is a culmination of my insights and lessons learned, and I hope it will help you create ads that resonate with your audience and drive results. 

By tailoring your ads to your audience’s interests and needs, you can create a more relevant and engaging experience that will help you stand out from the competition.

Now, let’s get into the heart of the matter: how to create an ad flywheel that works, even on a bootstrapped budget.

Elevating Ads: A Personalised Approach

In a world where there are so many brands and messages vying for attention, creating an effective ad strategy is essential. It’s like painting a masterpiece: you need to carefully choose your colors, brushstrokes, and composition to create something that is both beautiful and meaningful.

Fueling The Ads Engine

As you embark on your brand’s growth journey, one challenge that everyone faces is finding ad-friendly content that can power your campaigns. For new brands, limited resources can be a barrier, while established brands may struggle to quickly align their content with their brand values. It’s time to break down these barriers.

Content: The Stepping Stone

Imagine content as the foundation that supports your marketing efforts. Your ads are like cars that can only drive smoothly when they are built on a solid foundation. When your ads are not aligned with your content, it’s like trying to drive against the current. You’ll be fighting an uphill battle and your results will suffer.

To get the most out of your advertising, it’s important to create a content synergy. This means that your ads should be consistent with your other content, such as your blog posts, social media posts, and email newsletters. 

When your content all works together, it creates a more cohesive and persuasive message that will resonate with your audience.

The Thriving Equation

Content is more than just filler. It’s your brand’s digital presence, the thing that stops people from scrolling and makes them want to engage. It’s a currency that determines your revenue.

Crafting A Thriving Flywheel

Today, I’m excited to share my playbook for a content-to-ads flywheel, perfect for bootstrapped brands. Let’s dive into this blueprint, which is guaranteed to boost the impact of your content.

From Research To Triumph

• Hooks and Angles: Start with carefully crafted hooks that will grab your audience’s attention. Study Instagram’s most popular organic videos, browse inspiring ad libraries and see what’s trending on Reddit to get ideas. Your content’s success depends on its hooks.
• Creators at Heart: Whether you work with internal talent or a network of trusted creators, they are the engine of your content. Harness their expertise, align your visions, and create seamlessly.
• Brief & Shoot: Create content briefs that are rich in emotion, context, tone, and resonance. Empower your creators to take ownership of their projects and deliver results quickly.
• Organic Trial: Test your content organically on TikTok, Instagram Reels, YouTube Shorts, Twitter, and LinkedIn to see how it performs. If it resonates with your audience, you can then scale it up with paid media campaigns.
• Fueling Winners: Track your content’s performance against your baseline metrics. If it’s generating above-average engagement, invest in paid media campaigns to reach a wider audience.

Your journey to success awaits.

Embark on this adventure, woven with research, collaboration, and strategic planning. May these personalised insights help your brand reach new heights.

The post Igniting The Power Of Personalised Ads: The Ultimate Playbook appeared first on Inc42 Media.

Let’s talk about something that has been at the forefront of marketing for over two decades — personalisation. As visionary D2C founders, you’ve probably heard the buzz and the endless possibilities it brings. 

Yet, we can’t help but notice that very few brands have truly harnessed their game-changing power. The reason? Many tackle personalisation as an outcome of technology and not vice versa.

Having worked with over 50 digital brands, I’ve gathered a perspective on personalisation that might help you too.

Stop Treating Them Like They’re Here Today And Gone Tomorrow

Your customers are more than just transactional entities; they are individuals with unique preferences and needs. 

Embracing personalisation means going beyond the standard post-purchase flows and creating engaging experiences that make them feel seen and valued.

The Power Of Post-Purchase Personalisation

Imagine a customer recently purchased a diaper from your website. Instead of immediately pushing them back to the checkout, how about following up with personalised advice on parenting? 

Help them understand how to handle different phases of child growth. By nurturing their parenting journey, you’ll foster lasting habits that increase their lifetime value exponentially.

Cultivate Your Brand Lovers

Every D2C brand has those die-hard fans, the “Brand Lovers” who can’t get enough of what you offer. These individuals crave a more personal touch, so ditch the flashy graphics and opt for simple emails from the founder or marketing manager. 

Treat them like VIPs, offering early access, invites to focus groups, and involving them in product development. Make them feel valued, and they’ll become your most loyal advocates.

Harness The Power of Community

If you haven’t considered building a community, now’s the time. A thriving community becomes the pulse of your brand, connecting customers and fostering a sense of belonging. 

Offer them a peek into what’s happening within, making it easy for them to join and worthwhile to stay. The bonds formed within a community can multiply the customers you retain, driving customer lifetime value through the roof.

Personalisation Done Right

Lose the mass-marketing and sales emails! Instead, focus on building authentic connections with your audience. Personalisation isn’t just about driving sales; it’s about creating a meaningful persona for your brand. 

Invest in tailored post-purchase flows, cultivate your Brand Lovers, and foster a thriving community to unlock the true potential of personalised marketing.

Let’s embrace personalisation and revolutionise the D2C landscape together. Remember, your customers are more than just numbers; they are the heartbeat of your brand. Make it personal, make it real, and watch your customer’s lifetime value soar.

The post How D2C Brands Can Elevate Customer Experiences With The Right Personalisation Strategy appeared first on Inc42 Media.

I’ve had the privilege of engaging in insightful discussions with over 30 successful founders who generate monthly revenues ranging from INR 5,00,000 to 3,00,00,000 Cr a month. Today, I want to address a crucial question that often plagues D2C brand owners — Should you hire a freelancer or an agency?

When your D2C business is facing challenges, you have three options: figure it out on your own, hire an agency, or hire a freelancer. But how do you decide which path to take? Let’s delve into the considerations for each option.

Firstly, no one can make this decision for you. The right time to hire an agency is subjective and depends on your unique circumstances. Every business needs one thing: traffic and sales. These are the fundamental pillars of any successful enterprise.

Understanding The Challenges: Marketing And Copywriting Overwhelm

Many D2C owners feel overwhelmed by the marketing and copywriting aspects of their business and hastily decide to hire an agency. However, the key is not to choose the cheapest option available. Hiring a $20/hour freelancer to run your ads may not align with your business goals, as their primary focus is often acquiring as many clients as possible rather than truly caring about your brand.

In my opinion, owned channel marketing, including email, WhatsApp, and SMS, should ideally be handled in-house until your D2C business reaches around INR 8,00,000 per month in revenues. 

Outsourcing Paid Ads: When Is The Right Time?

Paid ads can be outsourced slightly earlier at around INR 5,00,000 per month. When partnering with a marketing agency, it’s crucial to have clear expectations regarding marketing planning, execution, creatives, copywriting, campaign setup, reporting, and analytics. Establish an alignment of expectations and invest time to understand each other’s processes.

Additionally, consider a payout structure that incentivises your agency partner’s commitment and growth with your brand. A combination of fixed and performance-based incentives ensures mutual success and prevents them from seeking alternatives within the same team.

Of course, this approach may not suit everyone. If your team can dedicate just five to ten hours per week to marketing planning and setup, it is a low-time investment with a potentially high return. Founder involvement is essential during this phase as it helps to gain a deeper understanding of your product-market fit.

Making the Right Decision For Your D2C Brand

Remember, if owned channel marketing does not contribute at least 30% of your total revenue, you may be overcomplicating it. Strive to reach this benchmark and focus on refining your strategies accordingly.

I hope these insights guide you in making the right decision for your D2C brand.

The post Freelance Vs Agency: How D2C Brands Can Make The Right Choice To Optimise Marketing appeared first on Inc42 Media.

The initial period of launching and scaling an ad is frustrating. During my early days as a marketer, when ads took 4-8 weeks to show some results, I was impatient and used to re-strategise the campaign before it even got a chance to perform.

This thought process and disbelief are common. Even if we understand how ads work, we would question our strategy if an ad failed to perform. 

You’re not alone. 

Today, I want to delve deep into the world of ads, uncover the common pitfalls, and provide you with actionable insights and strategies to elevate your marketing game and drive better conversions.

Let’s start by debunking the myth that “ads don’t work.” The truth is, if your ads aren’t performing well, there are underlying issues that need attention. It could be related to your creative, messaging, targeting, or even the perceived value of your product.

In the D2C world, your ultimate goal is to create a sustainable and profitable product. This involves effectively marketing your offering, driving conversions, and consistently delivering on your promises. It all begins with finding your “product-market fit” and establishing a repeatable process.

Here are three key issues that may be hindering your success and some practical solutions to overcome them:

Lack Of Awareness

People can’t buy from you if they don’t know you exist. Boosting brand awareness should be your top priority. Consider leveraging various channels to get your message out there. Organic content, including social posts, articles, videos, and podcasts, can help you reach your target audience. 

Additionally, explore paid advertising options to maximise your reach and ensure your message reaches the right people. Collaborate with creators or influencers who have an established audience to promote your product or service. Don’t underestimate the power of word of mouth, and encourage your customers, friends, and family members to share their positive experiences. Lastly, consider hosting digital or in-person events to generate buzz and engage with your potential customers.

Compelling Messaging 

Your messaging is the key to capturing your audience’s attention and driving conversions. It’s essential to be able to explain your product or service in one to two sentences, keeping it concise and impactful. The clearer and more compelling your one-liner is, the more effective your longer-form content will be. 

Whether you’re creating an ad, designing a physical label, or developing a landing page, focus on quickly conveying the value and benefits your offering provides to the person on the other side of the screen. Craft a narrative that resonates with your target audience and helps them envision the positive transformation your product or service can bring to their lives.

Pricing Matters

While everything has its worth, there are market forces that influence the acceptable price range for products and services. Pricing too high can be a significant deterrent to potential customers. Take the time to research your competition and alternative offerings in the market. Understand the price points at which similar products or services are being sold. 

Consider split-testing different price points using landing pages and tracking how your target market reacts. You might be surprised to discover that a slightly lower price can significantly impact your conversion rates. A real-life example involved a skincare brand that initially priced its facial mask pack at INR 2,100. When the brand was struggling, they decided to test three different price points: INR 700, INR 999, and INR 1,500. They found that INR 999 had the highest conversion rate, reducing their cost per acquisition and setting them on track to achieve 70 lacs in sales within just sixteen weeks.

It’s better to uncover a lack of demand or unsustainable economics early on than to invest years in a fruitless endeavour. Each attempt brings valuable insights and lessons learned, propelling you closer to success.

The post Cracking The Code Of D2C Advertising: How Brands Can Drive Conversions & Boost Sales appeared first on Inc42 Media.

As an investor, I often come across early and growth-stage investment decks for D2C brands, and they never cease to provide valuable insights. Recently, I reviewed the performance deck of a company that had raised a heavy growth round. Their success story revolved around the incredible power of their subscription business model. 

Inspired by this, I wanted to share some key aspects of subscription-based businesses that can fuel your growth and maximise customer retention.

Types Of Subscription Business: Find Your Fit

Subscription models extend beyond consumable products. Think about your Netflix account, which you pay for through a subscription plan. Even water purifier memberships like DrinkPrime fall under this category. Here are the most common types of subscription businesses I come across:

• Consumable Products: These are routine items like coffee, protein bars, or pre-workout powder that people consume regularly. Subscriptions provide convenience and ensure a steady supply. However, it’s important to differentiate between routine and occasional items.
• Scheduled Replenishment: If your product requires scheduled replenishment, such as filters for a showerhead or a humidifier, a subscription model can simplify the process for customers and guarantee timely replacements.
• Membership Subscriptions: Offer exclusive perks to subscribers, such as discounted prices, free shipping, early access to new products, mystery items with every order, or subscriber-only SKUs. Even apparel brands can leverage the subscription model to drive revenues.

The Offer: Value Proposition For Subscribers

To entice customers into subscribing, you need to provide compelling incentives. This can be achieved through:

• Discounts: Offer a standard discount, typically ranging from 10% to 20%, on the one-time purchase price. Several successful subscription brands, like Nua, Sleep Owl Coffee, Let’s Shave and The Whole Truth Foods provide attractive discounts to their subscribers.
• Perks and Benefits: Go beyond discounts and offer additional perks to enhance the subscriber experience. Consider benefits like free shipping, an always-on discount, early access to new products, exclusive content, faster customer support or access to limited edition variants or sales.

Remember, convenience alone may not be enough to convince customers to choose your subscription. Differentiate yourself by providing benefits that are not easily accessible through Amazon or your competitors.

Subscriber Retention: The Key To Sustained Growth

Keeping your subscribers happy is paramount to your success. Let’s explore some effective strategies:

• Conduct Surveys: Regularly seek feedback from your subscribers to understand their needs and expectations. Utilise email, text or social media surveys to gather valuable insights. Their feedback will help you extend customer lifetime value (LTV) and cater to their preferences.
• Leverage a Robust Subscription Platform: A reliable subscription platform is crucial for seamless management. Stay Ai’s platform, for instance, offers churn prevention features, growth marketer-friendly tools, and valuable insights to enhance your subscriber retention strategies. Find a separate tool for subscription insights as it has separate metrics to track.
• Innovative Content: To maintain top-of-mind awareness and strengthen your brand, consistently provide captivating content. Be the brand that your subscribers were initially excited about. Build a lifestyle around your products and engage with your audience through innovative and personalised content.

By implementing these strategies, one brand was able to achieve an impressive 5X growth in its subscriber base within a year, generating 5X LTV against the cost of acquiring a customer (CAC). This showcases the immense potential of subscriber retention in driving your business forward.

I hope these insights and actionable strategies will help you harness the true power of subscription models and propel your business to new heights. 

The post Mastering The Subscription Game: How D2C Startups Can Unlock Growth & Customer Retention appeared first on Inc42 Media.

Have you noticed that your Facebook/Meta ads result in a drop-off after the budgets are increased? If this issue has been plaguing your mind, you’re not alone. Many early to mid-stage D2C founders face this frustrating challenge when trying to scale their businesses. The good news is that there are solutions to help you overcome this hurdle and achieve the growth you desire.

In this article, I want to share six crucial lessons that will transform your scaling efforts and maximise your Facebook ad performance. These lessons are based on real data and experiences, and they have been proven to drive results for D2C founders just like you.

Lesson 1: Get Clarity — Have the Right Expectations

Scaling from $200 to $1,000 per day is an exciting goal, but it’s essential to have realistic expectations. 

As you increase your budget, don’t expect your cost of acquiring a customer (CAC) to remain constant. Initially, your CAC may increase, but once you reach optimisation, it will drop back to its original level.

Lesson 2: Creative Testing — Unleash Your Creativity

One common mistake when scaling is neglecting creative testing. To reach a broader, untapped audience, it’s crucial to test different creatives. 

However, random testing won’t yield optimal results. Develop a creative testing strategy tailored to your budget. This approach will help you identify winning creatives that resonate with your target audience.

Lesson 3: Ad Fatigue — Keep It Fresh

Ad fatigue occurs when your audience sees the same ad repeatedly, leading to a decline in campaign performance.

While scaling, combat ad fatigue by creating variations of your ads and regularly refreshing your creative strategy. By testing multiple creatives within your budget’s limits, you can avoid ad fatigue while ensuring optimal performance.

Lesson 4: Campaign Structure — Simplify For Success

Simplicity is key when structuring your ad account during scaling. Concentrating your budget on a single campaign is generally more effective than spreading it across multiple campaigns. 

By doing so, you provide Facebook’s algorithm with more data, enabling it to optimise targeting and delivery more efficiently. In contrast, dividing your budget can result in slower optimisation and weaker overall performance.

Lesson 5: Audience Targeting — Master The Art Of Scaling

Before diving into scaling campaigns, ensure you have found a winning audience for your ads. Testing audiences during scaling can be counterproductive. 

Avoid targeting look-alike or interest-based audiences, as they may limit your audience size or increase your CAC. Instead, aim for a broad audience to maintain relevance and avoid ad fatigue.

Lesson 6: Naming Convention — Organisation Is Key

Naming conventions may seem trivial, but they play a crucial role when scaling. Properly naming your campaigns, ad sets and ads provides clarity and makes it easier to remember their purpose. This level of organisation becomes invaluable as your campaigns grow in complexity.

I hope these lessons shed light on the challenges you may be facing and offer actionable solutions to enhance your Facebook ad scaling efforts. Implementing these strategies will help D2C startups achieve better results, reach wider audiences and optimise their ad performance.

The post Conquering Ad Fatigue: How D2C Startups Can Revamp Their Facebook Ad Strategy appeared first on Inc42 Media.