Content Strategies for Direct-To-Consumer Brands

In recent years, companies have seen a massive shift towards direct-to-consumer commerce, or D2C. Why is this? 

In short, consumers simply aren't interested in a traditional brick-and-mortar shopping experience anymore, instead they’re favoring purchasing experiences that happen from the comfort of their own homes. 

The COVID-19 pandemic further cemented this purchasing culture; when physical shopping opportunities were virtually eliminated by government mandated restrictions, e-commerce skyrocketed to an all-time high. Although many of these restrictions have been partially or completely lifted in 2022, e-commerce continues to be viewed by shoppers as the easiest, safest, most efficient way to do business. 

This has led many brands to develop a strong online presence with e-commerce at its core, in order to drive sales without losing profits to third party retail giants like Amazon.  Hey

When it comes to D2C, the name of the game is cutting out the middleman. Third party retailers are taking a ton of margin without providing as much value as they once did. With an effective D2C strategy, you can claw back that margin and win sales on your own. 

The beauty of successful D2C strategies is that they don’t have to be complicated. The following are fool proof D2C content strategies that will have your products flying off shelves, without losing huge cuts of your hard earned profits.

Innovative content strategies to win sales: 

  • Content control
  • Set products apart from the competition 
  • Use powerful tools to pull consumers in 

Let's go deeper into what each of these strategies entails, and how to implement them in your business’s D2C plans. 

Content Control

You’re in the driver’s seat of your business. You control what you sell, how you sell it, how much it costs, and how to communicate with your target audience. 

Taking full advantage of the control you have over your brand’s content is essential for effective D2C commerce. Content posted to your company’s website and marketing channels needs to be clear and concise, with a goal of generating interest around the brand and ultimately directing consumers towards purchasing your products and services. 

With D2C commerce, you’re in control of the communication and customer service associated with your brand. This is both a blessing and a curse, because while it gives you freedom and quality assurance, ultimately your company has no one to blame if something goes awry for a customer. Make sure customer service and client communication are extremely high priorities, to give your audience the best shopping experience possible. 

D2C allows for much more freedom when pricing your products and services, since there’s no need for a third party retailer's cut to be reflected in the price of your products. Keep in mind that any profit gained from eliminating third party retailers could be lost again if your brand’s marketing strategies are sub-par. Invest in effective marketing for your brand, and make sure you’re charging what your products are worth!

Set products apart from the competition

By far one of the most attractive and easily attainable benefits of D2C commerce is the ability to beat out the competition by simply removing yourself from it. 

On third party retail sites, there could be hundreds of brands jousting for the top spot on a product detail page (PDP). With D2C, your product is the star of the show and the PDP is all about you! 

This eliminates factors such as algorithms, product reviews, and approval ratings that normally need to be accounted for when selling on third party retail platforms. Design your PDP around the things that matter most about your products and services, and don’t worry about proving to a third party site that your product is better than everyone else’s. 

Use powerful tools to pull consumers in 

Tools like augmented reality are no longer flashy sales gimmicks, they’ve become an integral part of the shopping experience. Brands that offer augmented reality features allow consumers to familiarize themselves with products before they make their purchases. This is an incredibly effective sales strategy. In fact, the use of augmented reality lowers product return rates by up 40%. The use of tools like AR and 3D product configurators is not only proven to lower return rates, but also improve sales lift. 

Epigraph provides brands with the powerful tools they need to stay relevant in an e-commerce world. For solutions in augmented reality, 3D product viewers, and product configurators that will make your products practically pop out of the screen, look no further! 

Online shopping is here to stay, and by using effective D2C strategies you can carve out a place for your brand in the world of e-commerce, without breaking the bank for third party cuts. 

Jasper Mullarney
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