From foreign trade to being a cross-border brand, from selling products to selling brands, the growth path of every DTC brand is full of thorns. The first thing is that there is no traffic in the new station during the start-up period, followed by the brand’s lack of visibility during the development period, the difficulty in draining the predicament during the growth period and the difficulty in breaking the circle during the stable development period. Red man marketing can empower traffic and brand benefits at different stages of DTC brand.However, in other words, we should know more about it. youtube¹Û¿´Ê±¼ä¹ºÂò The law of development has brought new vitality to the whole industry and revitalized the market. http://www.skyfans.top/
How to Develop Overseas Marketing in online celebrity for DTC Brand at Different Stages? Image source: Nox poly star
0-1 startup phase
In the initial stage, high-quality users must be obtained, and it is very important to choose high-quality customers and high-viscosity reds. The user portraits of DTC brand and online celebrity fans must match very well. So don’t go to a local intermediary or brokerage company to promote it directly, but do a good job in relevant research, analyze the DTC brand and the user portraits in online celebrity, and find a suitable online celebrity.
How to Develop Overseas Marketing in online celebrity for DTC Brand at Different Stages? Image source: Nox poly star
The start-up period can be divided into cold start and official start. In the early stage of cold start, you don’t need so many online celebrity, but online celebrity with four or five fans in the order of 10,000 to 100,000 can do it. Online celebrity, with 10,000 to 100,000 fans, has a certain accumulation of fans, which belongs to the high-speed growth period, with high fan viscosity and strong interaction rate. It pays more attention to the content itself and fans, and it is easy to make explosive content.
Through the cold start period, the first batch of high-quality users can be established for the new DTC brand. Based on the high-quality users, brand optimization and iteration can be carried out quickly, and private domain users can be established for DTC brand brands to achieve the effect of word-of-mouth fission.
In the official start-up stage, we must consider the cost performance of the red man you want to launch. You can find some KOC (fans below 10,000) and celebrities below 10,000, many of whom are personal online celebrity. For example, in Southeast Asian countries such as Viet Nam and Indonesia, many college students are online celebrities, which are basically operated by individuals. Unlike many celebrities in China, they are all operated by the same company, so their fans are not so large, and 5,000 fans may be able to receive business orders. Because I am also a college student, fans are also a young group, and the interaction rate and fan stickiness are excellent.
In fact, the more the number of cooperative KOCs, the higher the cost performance. For example, if you sign ten small online celebrity with a price of about 5,000 yuan, their fans are basically just paying attention, and their activity is relatively high, so its cost performance will be higher.
The cooperative KOC, on the one hand, can drain the new site with low cost and free replacement, on the other hand, through a large number of KOC material output, it can enhance the SEO of DTC brand in search engines and increase the ability of the new site to obtain SEO.
1-10 Brand Building Stage
Brand awareness building period, this stage combines some influential celebrities to conduct evaluation+activity stimulation, guide public opinion, start awareness, and build brand reputation.
Therefore, we can cooperate with a few 1 million+celebrities, with the help of their influence, detonate the brand, and at the same time, with the help of their social influence and professional labels, we can endorse the brand’s trust.
However, to cooperate with these big online celebrity, we must look at their growth cycle. Many big online celebrity have developed for several years and entered a recession. During the recession, no matter whether their own traffic or platform traffic is tilted, they cannot bring ideal results to the brand. Therefore, when selecting online celebrity, we should not only look at the matching degree between its fans and brands, but also pay attention to the stage of online celebrity.
How to Develop Overseas Marketing in online celebrity for DTC Brand at Different Stages? Image source: Nox poly star
In addition, in cooperation with these big online celebrity, these professional contents can also be effectively displayed in independent stations, making the pages of brand independent stations more convincing and story-telling. For example, when Laifen cooperates with overseas talents, it will include the cooperative high-quality content in official website, and the more readable high-quality content will be included in search engines, so that it will be displayed when searching for related keywords, thus gaining more traffic for independent stations.
How to Develop Overseas Marketing in online celebrity for DTC Brand at Different Stages? Image source: Lai Fen
High-speed growth stage of 10-100
When a DTC brand becomes well-known, it enters the stage of full-speed growth, and the effect operation is fundamental. In addition to the traditional advertising traffic, online celebrity marketing can still play the value of integrating product and effect. Large-scale and rhythmic cooperation can help DTC brands to widen the gap with competitors and boost GMV.
Scale: online celebrity’s marketing efficiency is cumulative and empowering, so it is difficult to produce a catalytic reaction at the gathering point by cooperating with three or five companies. Only by cooperating with at least thirty or fifty companies in a campaign can there be a scale effect. Many customers of Nox Gathering Star will cooperate with more than 100 celebrities in a single camp to output content and plant grass through a large number of people with goods. More and more users are beginning to understand the brand and enter independent stations, and the endorsement of brand building by online celebrity before will accelerate users’ consideration.
Rhythmic: Many overseas brands have made online celebrity marketing routine, and will set up a Red Man Marketing Executive Project Team to promote it by special personnel. Although online celebrity’s marketing work is routine, online celebrity’s marketing promotion needs rhythm. Every campaign should not be too long, and the efficiency between rounds is difficult to connect, which will reduce the marketing effect. The following figure shows the access data of several online celebrity marketing independent stations of a 3C product. It is not difficult to see that the energy storage after the previous promotion is on the same scale.
How to Develop Overseas Marketing in online celebrity for DTC Brand at Different Stages? Image source: Nox poly star
Let’s talk about the choice of red man types. The middle and long tail red men are the best choice at this stage, because they are more relevant, credible, loyal and cost-effective, and have strong influence, and their number is enough. It can meet the dual needs of budget control and efficient growth in the rapid growth of DTC brand.
Stable outbreak period of 100+
At this stage, most brands have completed the expansion of channels and categories, and entered a stable liquidation period. They can cooperate with a large number of popular KOL in the form of alliance marketing to build their own online celebrity resource pool.
A clothing brand has built its own resource pool in online celebrity in one year, and cooperated with dozens of online celebrity for a long time. These online celebrity have brought very good results to the brand. Among them, 10 Instagram online celebrity will continue to expose the brand in their daily content, and 5 TikTok online celebrity will generate 81M+ broadcasts for their created content, and bring more than 500+UGC content to the brand.
Building an exclusive online celebrity resource pool and establishing a strong connection with online celebrity, based on online celebrity and his fans, can receive suggestions from different angles. These valuable establishment can help brands to select and test products, and can also help brands to continuously improve user experience, thus building brand strength, maintaining user loyalty and increasing repurchase rate.
How to Develop Overseas Marketing in online celebrity for DTC Brand at Different Stages? Image source: Nox poly star
#DTC Brand’s Two Suggestions for the Future
1. How does DTC brand develop online celebrity marketing in TikTok?
As we all know, in the previous marketing in online celebrity, professional content was mostly exported through professional online celebrity, with high quality, reputation and communication. For example, many scientific and technological products like to cooperate with scientific and technological bloggers to evaluate their products, hoping to prove their professionalism through online celebrity’s professionalism.
TikTok online celebrity, on the other hand, exports original content that is easier to create, mostly sharing desire and planting grass in the use of scenes. Therefore, DTC brand needs large-scale cooperation talents in cooperation with TikTok talents, preferably 100 online celebrity as the base. When the content ratio increases to a certain extent, the interaction between the brand and users will be strengthened before it can be detonated.
2. DTC brand must seize the traffic bonus of live broadcast.
The live broadcast business in the United States has attracted much attention, the platform has been strongly supported, and brands have begun to lay out, but the cost of market education is huge. Many brands did not see the dawn in the first half of the year and retreated one after another, but the live broadcast ecology has been booming and will get better and better. This can be seen from the recent TikTok Daren @ iamstormistele’s sales of 1.02 million US dollars per game, which set a new live broadcast record in the United States. Therefore, the brand must have the patience and courage to tread the waves in the face of live broadcast.