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3 Ways Direct-to-Consumer Brands Can Leverage Media Coverage

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3 Ways Direct-to-Consumer Brands Can Leverage Media Coverage


Opinions expressed by Entrepreneur contributors are their own.

The digital marketing landscape has undergone a drastic shift. No longer can marketers rely on traditional marketing channels of search and social. The costs are rising, and profit margins are diminishing. Given this, DTC brands will find it daunting to capture high lifetime value (LTV) customers, 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 for DTC brands. And it is intensely competitive. The three top ways in which brands can leverage media coverage are below. 

Spread the link

The link here is a reference for affiliate marketing. Affiliate marketing is a supplement to public relations. The success stories of DTC brands such as Casper (explored in the next section) display the power of affiliate marketing. 

Affiliate marketing goes a long way in helping you to reach your target audience. And the best part? It occurs at every stage of the customer journey. Another aspect is that you only pay for measurable results in affiliate marketing, making it a low-risk method for DTC brands to generate leads and traffic and fuel sales volumes. 

What is affiliate marketing? And how does it work?

Affiliate marketing is a performance-based advertising method. In this, an individual or company (or a network) gets to earn a commission by redirecting new visitors and customers to a business website. Essentially, a brand promotes a product or service and leaves a link to that offer. Content creators such as bloggers and social media influencers often use this method on most platforms. Also, affiliate marketing entails signing up with a company or network

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Through this network, DTC brands get to widen their reach and visibility. And when someone buys or executes the desired action using the network, the network gets paid. There are several affiliate networks out there. The few common ones are:

  • Clickbank.com

  • MaxBounty.com

  • JVZoo.com

  • CommissionJunction.com

The stats on affiliate marketing

Note that 21 percent of the higher average order value of sales happens via affiliate marketing. About 16 percent of all e-commerce sales in the U.S. are generated through affiliates. And around 58 percent of the higher annual customer revenue happens via affiliate marketing. With good reason, there are more than a few benefits to be gained from affiliate marketing. Affiliate marketing generated $6.8 billion in revenue in 2020 alone. So, there’s proof to the pudding. 

Related: An Affiliate-Marketing Program Might Be the Perfect Move

Monitoring SEO and other search trends

Today, publishers are very savvy and enthusiastic about SEO trends. Thanks to Google, the platform has transformed how it surfaces product reviews. The reason is that today’s consumers Google a product before making a purchase. They do so to avail themselves of the best possible evaluations that are easy to find. These savvy brands then serve as a public relations avenue by helping journalists to create excellent reviews. Hence, knowing the search payoff beforehand is worth the extra effort for DTC brands to jump on the bandwagon.

However, Google does more than just present reviews. The search engine also looks at the article for expert knowledge. It uses that information to find comparable products and quantitative measurements to gauge how the product or service measures up. The work for the DTC brands begins with samples. The brands usually send samples to journalists with tip sheets to help them write fact-based, authoritative articles to improve their visibility. It is these articles that, once they appear in the Google search engine, make for an excellent PR strategy for the DTC brand.

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Related: All You Need to Know About Google Trends to Grow Your Business

The case of Casper

Casper, a U.S.-based mattress brand, has set up search-specific landing pages. It has also funnelled Adwords money to its website to elevate its position in the market. The result? Casper gets a critical share of the 550,000-plus monthly mattress Google searches. What’s more, Casper tops the Google search results for several mattress-related terms. Right from a reviews landing page to a duvets inserts landing page, Casper has, for itself, a customized SEO flytrap page. So, virtually any mattress-related keyword that users type into Google, their purchase intent will present the Casper website. 

To leverage and up the SEO game, DTC brands can use several SEO tools to optimize their websites. Some of the more notable are:

  • Hubspot Website Grader

  • Google Search Console

  • Google Analytics

  • Ahrefs

  • Semrush

Leverage the power of social media

Another way to attract eyeballs towards your brand is to leverage social media advertising. So, if a DTC brand receives media coverage, it should share the news with its fans and followers. And these are typically found on social media brand accounts. Social media is an excellent way of racing out to new customers. A word of caution there — do not stop here! 

You can also leverage other powerful aspects within the PR spectrum. These are reviews and personal recommendations (digital word-of-mouth marketing methods). Your regular and known customers get updated on your press coverage. But, they can do more than just that. Often, they share the link with friends and family via WhatsApp and other applications. What this does is provide multifold influence from an existing customer. It makes for an excellent way of converting new customers. Most importantly, your owned content is crucial. So share the coverage details on the blog site and link back to the article.

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Remember, consumers prefer and trust a well-rounded review that mentions other brands. So make sure that the coverage is not pushy or overselling. This is especially true for the younger generation, as they are more media-savvy. They belong to an era where reviews are a daily social media staple. 

Related: 5 Low-Budget Marketing Ideas for Bootstrapped Startups

Parting words

Media is the name of the game. As seen from above, it can take several forms. DTC brands need to hone and forge collaborative pursuits with the media and audiences to break out of the competitive clutter and stand out among their peers. This online presence, PR included, can then make or break your brand. Additionally, DTC brands should also consider leveraging the power of media to be at the top of trends.



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How Brands Can Use Affiliate Marketing to Increase Their Marketing ROI

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How Brands Can Use Affiliate Marketing to Increase Their Marketing ROI


Opinions expressed by Entrepreneur contributors are their own.

Getting a strong return on a marketing investment: It keeps a lot of people up at night. How will the money spent on that PR firm translate into sales dollars? How will that huge advertising campaign that cost a million dollars impact your brand? For most marketing initiatives, determining ROI is an unpredictable waiting game with no guaranteed outcome.

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There’s one marketing model that plays by a different set of rules, however — rules based on paying for performance after results have been driven. Affiliate marketing, once viewed as a shot in the dark, is driven today by sophisticated technology, transparency between partners and compensation tied to specific, measurable results.

Related: How This Affiliate Marketer Learned Enough About His Craft to Strike Out on His Own

That said, a successful affiliate program requires the right experience and partners. Whether you’re looking to start an affiliate program or take an existing program to the next level, you need a strong team behind you. Here are the five players you need to ensure you’re driving the affiliate ROI you want:

1. An Agency

Unless your company has the resources and bandwidth to build a team of several people with extensive affiliate marketing knowledge and experience, hiring an agency is the best option. Agency marketers are experienced at handling the multifaceted complexities that come with building and growing a high-performing program.

Make sure you’re clearly looking at the agency’s setup, ensuring it’s based on performance. I once saw a speech by Robert Glazer, the CEO of Acceleration Partners, a global affiliate marketing company. He wrote a book called “Performance Partnerships,” which focused on aligning any affiliate program with performance. It’s easy to fall for the trap of working with a company that says it will bring you sales, but make sure it puts its money where its mouth is. If it doesn’t deliver in the short term, chances are high it might not be able to meet long-term expectations.

See also  10 Alternative Affiliate Networks to Clickbank

2. A Scalable Network or Platform

Whether it’s an affiliate network or SaaS platform, all affiliate marketing programs need a technology platform to run on. Your platform should be able to support your growth plans and offer you the right features and geographical coverage, particularly if yours is a global brand.

Awin is an example of this type of platform. The firm provides technology that helps address industry challenges, such as third-party tracking, data light tracking, attribution and advanced commissioning. These types of data weren’t available years ago, but with new tech advances, you can identify what works, as well as when and why. It’s not just valuable for the affiliate program, but for also learning what works so you can apply that knowledge to different sales channels.

3. Loyalty Partners

If you want to scale your program quickly, you’ll need to partner with players who are focused on establishing loyal customers. Ebates is one of the bigger players in the loyalty sector operating on a performance basis. The brand is actively expanding its markets and its categories beyond retail to include travel, dining and ride-sharing for cash-back rewards.

It’s important to determine whether these types of partners will truly create loyalty or attract the wrong types of customers. If you pick the right type of loyalty partner, it can result in the strong, loyal customer base that’s key to long-term brand survival.

Related: How Loyalty Programs Are Emerging as Effective Marketing Tools

4. Mobile Partners

Customers are increasingly spending time on mobile devices and apps, so it’s imperative to have partners within your affiliate program who dominate the mobile ecosystem.

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Ibotta is an example of one of these apps in the U.S., connecting consumers with grocery, retail and lifestyle brands and rewarding them with cash for buying things they need. I used the app pretty easily when I was standing in line with customer service after a purchase. I simply took a picture of the receipt, and the app applied the cash back to my account. With a lot of mobile user growth, it’s good to look at partners who have developed a mobile user experience that makes things easy and accessible for the customer.

5. Tech-Driven Publishers

The affiliate space has grown well beyond coupon and deal partners. To drive incremental revenue on a performance basis within your program, consider partnering with publishers who are advanced in e-commerce technology, including deep website integration and artificial intelligence.

RevLifter is one example: The company helps brands deliver more conversions, incremental sales and customers by personalizing deals for advertisers across marketing channels. Available worldwide on a pay-per-performance model, it uses AI to understand real-time signals from users’ on-site behavior and deliver the right deal to the right customer at the right time.

Related: Partner Programs Turn Competitors Into Collaborators

Whether you’re new to affiliate marketing or simply needing to step up your game, checking off these boxes will help you develop a strong affiliate marketing program. ROI is hard to manage when you’re running a bevy of marketing programs, but the right team can help you take the reins — and get the outcome you want.



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AFFILIATE MARKETING

This $19 Course Demystifies Affiliate Marketing in Two Hours Flat

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This $19 Course Demystifies Affiliate Marketing in Two Hours Flat


Disclosure: Our goal is to feature products and services that we think you’ll find interesting and useful. If you purchase them, Entrepreneur may get a small share of the revenue from the sale from our commerce partners.

Fire up your go-to social media feed, and there’s a good chance you’ll scroll past at least one promo code or coupon being promoted by an influencer you follow. Without even trying, you’ve been exposed to a new brand, as well as an incentive in the form of a free trial or discount that might just get you to convert. That’s the magic of affiliate marketing.

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Companies big and small are leveraging affiliate marketing to drive brand awareness and conversions, and affiliate marketers stand to make a pretty penny for their services. Of course, the field can be a bit tricky to crack. but that’s what the SEO Affiliate Domination course is for. Now only $19, this course can help you make a killing in the affiliate marketing scene; and for 90% off what it would usually cost.

In just two hours, this course offers a detailed look into the lucrative world of affiliate marketing. Jump in, and you’ll discover important strategies for e-commerce, affiliate marketing, SEO, and video marketing; and you’ll emerge with a greater understanding of how to build brand authority.

Normally $199, the SEO Affiliate Domination course is on sale for only $19, a whopping 90% off the usual price.



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Pick a Marketing Model That Lets You Pay for Results, Not Potential

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Pick a Marketing Model That Lets You Pay for Results, Not Potential


Opinions expressed by Entrepreneur contributors are their own.

In an era of caution, companies need to invest in marketing efforts that lead to a direct payoff and don’t require more than they can afford. Over the past week, I’ve had to evaluate all the things I’m doing at Calendar to see what’s really moving the needle. It’s astonishing the things we’re spending money on that aren’t actually driving revenue to our bottom line.

Visual Generation | Getty Images

As today’s environment forces drastic behavioral shifts in our daily lives, companies of all sizes and in all industries are evaluating the changes they need to make to stay nimble in our new economic reality. As businesses adapt to the stay-home economy, they’ll be focusing on which investments drive the best possible outcomes.

Businesses are used to pouring money into marketing channels that require upfront, flat-fee investments for promised inputs and potential outputs. Rather than invest in these marketing channels, companies can leverage affiliate marketing, which only requires them to pay partners once they’ve achieved the desired result.

Related: How to Build a Reliable (and Profitable) Affiliate Network From Scratch

What is affiliate marketing?

When managing their marketing budgets, companies should invest in channels tied directly to outcomes and avoid unnecessary risk. After all, if they pour all their funds into marketing but see no payoff, how will they afford to develop their products and services further? 

Affiliate marketing (often called “partner marketing”) is simple: A brand partners with a publisher, or an affiliate, to market a product or service to its audience using a tracking platform. Unlike marketing channels that require upfront payment, brands pay publishers a percentage-based commission for each sale generated through their content. 

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Forrester predicted that by the close of this year, U.S. ecommerce sales would total $500 billion. Combine that with predictive analytics firm Custora’s prediction that affiliate marketing will influence 14 percent of ecommerce purchases in the U.S., and that means affiliate marketing will impact $70 billion worth of sales. Pepperjam’s Adobe Summit 2017 Survey revealed that only 4 percent of are investing in affiliate marketing, meaning there’s a big opportunity. 

Related: Three Trends That Will Drive the E-commerce Sector In 2019

How affiliate marketing pays off (in more ways than one).

Affiliate marketing offers a cost-per-action (CPA) payment structure instead of a cost-per-click (CPC) or cost-per-impression (CPM) structure. This creates a sustainable, competitive advantage because businesses only have to pay for converted sales and leads after the publisher finalizes them. Even during tough times, brands should always want to pay for incremental revenue. It prevents businesses from throwing good money after bad — they don’t need to invest large amounts of money into marketing campaigns or ads that turn out to not convert as expected.

Instead of continuously investing money into Facebook and Google, hoping it leads to conversions, affiliate marketing enables brands to broadcast their product to a wide audience of potential customers with a pay-for-performance pricing model. It also enables them to be more hands-off, allowing their affiliate partners to use their brand standards to do the work themselves. Affiliate programs can even include partners who will share the brand via Facebook or Google; unlike traditional methods on those platforms, these will be paid based on those campaigns’ performance, allowing a low-risk entry to these channels. 

See also  Beat the Commission Cuts: How Amazon Affiliate Niche Sites Can Pivot to FBA

Related: How Much Should You Spend on Social Media Marketing?

Even in an uncertain economy, this framework can scale. Because the marketing investment is only a portion of the revenue the partnership brings in, businesses just have to figure what they’re willing to pay for each transaction or new customer. They don’t have to worry about pouring excessive budget into a single channel. 

In a precarious marketplace, businesses need to stabilize their immediate future by investing in channels that they know will drive profit. Affiliate marketing is the model for this moment: It’s built on transparent and trusting relationships, where brands and partners set clear expectations and companies only have to pay for the outcomes they get.

People are at home, and that’s where affiliate marketers can capture their attention. Companies can stay ahead of the game by using affiliate marketing to maximize their ROI and make sure they’re paying for outcomes, not inputs.



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