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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 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 . This is where , 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 is a supplement to public relations. The success stories of DTC brands such as (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 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 sociala media influencers often use this method on most platforms. Also, affiliate marketing entails signing up with a company or network.

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 , 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 engine, make for an excellent PR strategy for the DTC brand.

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.

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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Council Post: Affiliate Marketing Compliance: 4 Things You Need To Know

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Council Post: Affiliate Marketing Compliance: 4 Things You Need To Know

The demand for affiliate marketing is booming. The industry is projected to grow from $13 billion in 2022 to $15.7 billion by 2024, according to Influencer Marketing Hub’s Affiliate Marketing Benchmark Report 2022. Despite its widespread popularity, the affiliate marketing industry still faces a …

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How I Make $5k While Spending Only $4 | by Samy Rome | ILLUMINATION | Jan, 2023

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How I Make $5k While Spending Only $4 | by Samy Rome | ILLUMINATION | Jan, 2023

Here’s the strategy and the Tool that made it possible

Photo by Shane on Unsplash

1. Easy Way To Get An Affiliate Product

Photo by Austin Distel on Unsplash

2. Select Easy-To-Sell/Best Selling Products

Photo by Clay Banks on Unsplash

3. Use This Special Platform For Unlimited Sale

Photo by Tim van der Kuip on Unsplash

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15 Awesome Food Business Ideas for Aspiring Entrepreneurs in 2023

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15 Awesome Food Business Ideas for Aspiring Entrepreneurs in 2023

Few things are as enjoyable as starting a business related to your passion. If you’re a foodie, why not put all that knowledge and enthusiasm for good eats to work by starting a food business? This may seem intimidating at first, but it can be achieved with the right idea and determination. Here are 15 great food business ideas for aspiring food entrepreneurs.

15 Profitable Food Business Ideas

Here’s a list of very popular ideas you can try.

1. Create a Food Blog

If you are adventurous in trying new food recipes and love to share your food journey, you can start a food blog. There are plenty of niche site ideas in this arena to help you pair down from the millions of food blogs already in existence. You can create:

  • Restaurant review blog
  • Recipe blog
  • Food photography blog
  • Cocktail blog
  • Culinary focus blog (vegan, gluten-free, etc)

The ideas are endless, so just make sure to start a food blog niche that you can be passionate about.

And if you’d like a step-by-step video course to walk you through the entire process, check out our review of The Authority Site System (TASS). It’s a very popular SEO and blogging course that teaches you everything you need to start and grow a profitable blog!

2. Start a Vending Machine Business

Vending machines are one of the many profitable food business ideas. Begin with a business plan that includes the right location and ready-to-eat snacks. 

It is crucial to keep the vending machine stocked up at all times to avoid losing a potential sale, so this business is best for those who can keep up with operations on a timely basis. You can sell:

  • Beverages
  • Savory snacks
  • Candy
  • Frozen treats
  • Healthy foods

A vending machine business operates independently and also as a franchise. So you can scale your business as you learn the ropes.

3. Become a Farmer’s Market Vendor

You can enter the food industry as a small food business selling fresh produce at the farmer’s market.

The farmer’s market is a great place to connect with individuals and other food businesses looking for healthy ingredients like fresh fruits and vegetables. Ferments, dairy products, preserved seeds and nuts, and meat are also viable options.

With the right location, you can set up a stall that will help to create a communication channel and open up possibilities for you in the restaurant industry.

4. Offer Cooking Classes

Offering cooking classes is a relatively low-cost food business idea with the potential to turn into a very lucrative business.

If you are a food lover, love to cook, and can easily connect with people, it can be the perfect entry into the food industry. You can sell your classes through an online business or opt for in-person classes for:

  • one-to-one sessions
  • group sessions

You can stick to a certain genre of food, such as Indian food, or focus on a demographic such as busy moms. Make sure you’re clear on who you’re teaching so you can develop content that directly serves them.

5. Start a Food Processing Business

A food processing business includes selling packaged and manufactured food products. The manufacturers aim to preserve food quality and provide convenience to the consumer.

You can enter the market to sell processed goods such as:

  • Honey
  • Sauces
  • Spices
  • Dairy products like cheese and milk
  • Jams and jellies
  • Fruits and vegetables

Many food processing businesses operate only as online stores to reduce in-store costs and focus on inventory management, packaging, marketing, and supply chain management for the product line. You can market your services online to find leads to expand your product reach.

6. Open a Food Truck

Food trucks are a creative business idea for entrepreneurs willing to reach people rather than wait for people to come to them. This $1.2 billion industry is expanding rapidly due to the increased mobility and location control it provides to the business owner.

Even though the initial startup costs to procure a fully equipped truck are high, they are often less than a brick-and-mortar establishment. Once you purchase the food truck and acquire the relevant permits and licenses, you can build a very profitable food truck business.

7. Start a Natural Baby Food Business

The global baby food market is expected to grow 6% annually from 2023-2027, with revenue amounting to $301.30 billion in 2023.

It is a massive food industry to tap into. However, gaining the trust of parents who wish to provide the best for their children can be challenging. The baby food business is scalable as babies require different food textures for every stage.

With the use of healthy, organic food ingredients, you can build long-lasting relationships with your customers- parents. With high-quality ingredients and a food processor, this business is easy to start even if you don’t have the best cooking skills.

8. Create a Coffee Shop

It is no surprise that coffee is growing to be one of the essential food items in our lives. The revenue generated from the coffee market increased to $95.58 billion in 2023. Therefore, the coffee shop industry presents a sizeable business opportunity for food lovers to enter.

With the increased popularity of coffee, people are always willing to try unique blends and are receptive to local coffee shops. You can seize this chance to create a niche for your product line.

With a coffee shop, you can also sell complimentary baked goods like biscuits and cookies to create a pleasing dining experience. And if you don’t want to directly manufacture and ship the product, you can join a coffee affiliate program to make commissions from coffee sales.

9. Craft a Subscription Box Service

A subscription box service is one food business idea that gives consumers the benefit of eating restaurant-quality food or snacks at home. You can offer the following weekly or monthly subscription service as part of your food business idea:

  • Meal kits: dishes designed with pre-proportioned ingredients that can save customers trips to grocery stores
  • “Almost” ready-to-eat meals: dishes that require just a little effort on the consumer’s part
  • Curated subscription boxes: food boxes designed on a specific theme

You can design your niche around different cuisines or as a healthy and tasty food brand dedicated to serving food lovers.

10. Sell Ice Cream From a Cart

As of 2022, the global ice cream market stands at $70.6 billion. You can sell ice cream, gelato, frozen yogurt, or any variation and serve hundreds of customers daily.

Ice cream carts function independently or as a franchise. With the latter, you can enjoy brand familiarity from your customers and avoid the extra hassles of marketing.

However, if you don’t mind going the extra mile and love doing things your way, you can start your independent ice cream cart.

The only downside to an ice cream business is seasonal demand changes. Business owners experience a high rise in demand during summer carnivals and festivals and a slow business in the winter.

However, with the innovative addition of autumn and winter flavors to your ice cream menu, you can enjoy a profitable business throughout the year.

11. Start a Virtual Restaurant

Want to start a restaurant with low capital investment? A virtual restaurant may be the perfect business idea for you.

The recent pandemic has increased the demand for ordering food via websites or apps. The market for online food ordering is anticipated to reach $200 billion by 2025.

A virtual restaurant operates through a commercial kitchen and is merely a food delivery business. You can choose your specialty; a fast food restaurant, a dessert business, or an online coffee shop, the possibilities are endless.

12. Make a Restaurant Review YouTube Channel

This is an extension of the food blogging business idea for those who are comfortable with sharing their opinions on camera. You can review newly opened or famous restaurants on YouTube and rate them in different aspects. You can be as creative as you like and give feedback on what makes these restaurants successful and where they have a chance for improvement.

As you gain popularity, restaurants may invite you to publish an honest review of their service to reach your audience.

You can earn a great living from working as a YouTuber by increasing your engagement rate, number of subscribers, and producing high-quality content. This is one of the best food business ideas for entrepreneurs that love to travel or constantly try the latest restaurants in their area.

13. Become a Personal Chef

Another way to use your training, experience, and skill set is to find a job as a personal chef. People with special dietary requirements or busy work schedules are looking for chefs with relevant qualifications to cook tasty food for them.

Even though the job doesn’t provide very flexible working hours, it offers a high pay reward. You can learn to deal with clients and use this experience to start your own food business.

14. Start a Nutrition and Diet Coaching Business

People worldwide are becoming more aware of the importance of healthy food and lifestyle, making this niche one of the best profitable food business ideas. This has created a demand for nutritionists and dietary consultants to assist individuals and organizations in crafting a dietary plan.

You need to possess the relevant certifications and medical background to start your career as a nutritionist. However, once you start this journey there is a huge potential to climb up the ladder. You can land a job as a senior consultant at gyms, hospitals, schools, or offices.

15. Start a Catering Business

Catering businesses are in popular demand throughout the year. Be it a wedding, birthday party, or any big or small official event, people always look for the best food service in town.

You must build a strong business model to craft and deliver a suitable menu. It can be a challenge to overcome big orders initially, but once you have impressed a few clients, their recommendations can make your business go a long way.

You can also partner with event planners to bring in business and share clients to generate a profitable food business.

The Bottom Line: Food Business Ideas For Profit

Hopefully, at least a handful of the above ideas have you excited to move forward with your own food business. Whether you have years of experience in the food industry or you’re a complete novice, there is an opportunity for everyone to make a profitable living through food-based businesses.

Good luck!



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