Home > Questions and Answers > Traffic Source Questions

---

D2C Brand Launch suggestions needed | IN GEO (11)

---

Hello Experts
I am on my way to launch a D2C brand in India geo. The product is in health and accessories space.

I would like to get some inputs around the marketing strategy.

Please note it’s a cod market primarily. Our product is a straight sale. Hardly any renewals. But certainly requires readying up the customer and educating and generating the mindset. Markets aren’t that mature for this product and need to be developed as we understand. There is barely any competitor.

Some questions :

1-Shall we try run it on prepay only model ? Will it work ?

2-Shall we place it as an offer on nutra networks ? Makes it a telecommerce kind of stuff though.

3-Shall we start with influencer marketing heavily then traffic camps on fb n AdWords ?

4-Reach out to offer networks for a straight sale ?

5-Shall we self run conversion or awareness camps first and then look for influencers ?

6-Any point starting seo on day 1?

7-Engage a celebrity (low to medium range )for endorsements on day 1 ?

8-Engage an agency at a high price tag who did similar stuff in past for others ? We do have small in-house media buying team though.

9-What to do when ? We will be doing it for first time ever.

10-Anyone did something similar recently ?

Appreciate inputs of all kinds here. Above may not be an exhaustive list of questions




Sent from my iPhone using STM Forums

---

I shared some tips via the PM we exchanged already, so maybe it would be a good idea to mention some of the steps you have already taken, so that the others don't recommend to do something you have already tried.

Good luck with the project BTW!

---

I'm not an expert in ecom, but will try to point you in the right direction based on my limited experience.

Just in case you haven't, I would DEFINITELY suggest to optimize your sales funnel first, before doing heavy promotion or collaborations. Feeding water into a leaky funnel would be a waste of time and effort.

When I say funnel I mean:
-sales page / landing page
-including headline, possibly a video (VSL), content, call-to-action
-check out page

Try to come up with at least several landing pages using different advertising angles, and perhaps in different formats (e.g. video only, text only, video+text).

Also try to test different check out pages - read up on check out page optimization strategies.

Another thing to test is PRICING. Also test: Higher pricing + free shipping, vs. lower pricing + shipping.

The three things listed above - landing page, check out page, and pricing - are mandatory to test and optimize. And of course in order to do all this testing, you'd need to run campaigns. Somehow I have a feeling you haven't done this enough - you seem to imply not having run any paid traffic campaigns to this product. I do apologize if this assumption is false.

Another thing to test is what is required to take consumers from awareness to purchase. I would suggest to run conversion campaigns even if you're only aiming to spread awareness. FB's algo is pretty good at identifying people that are the most likely to purchase what you have to offer, so aim for conversions from the start to get the "right" people into the funnel. Then retarget to drive the sale.



********************

So once you have a funnel that's converting well, you can shift focus on promotion and scaling:

-You can test prepay vs. post pay to see which model works better.

-You can build out the rest of your site so it would look more legitimate, provide more information to the consumer etc. This would be the time to do SEO, by structuring your site the right way (i.e. on-site SEO). If your budget is limited, I wouldn't suggest to focus on getting backlinks (i.e. off-site SEO). It's very time-consuming and/or expensive, the results don't come until months later, and results are hit-and-miss.

-You can partner up with affiliate networks, influencers, or directly with affiliates. By that time, you'll already have an optimized funnel, winning creatives, and a good idea on what KPIs to aim for. All this information will provide networks and affiliates with a great starting point when promoting your offer.

-Of course, your internal media buying team can continue to run and scale campaigns as well. And you can also test more landing pages to further help your affiliates. E.g. Test advertorial-style landers to help affiliates to run on native traffic.

-At this point it would be less risky to engage the celeb, as you already have money coming in from networks/affiliates/influencers, and you know your funnel converts and the best angles, so you'd know what to tell the celeb to say.


********************

Alternatively, you could just outsource all of this - funnel design and optimization, plus promotion and scaling. If you have the budget to do so, and can find reputable and reliable agencies, it could be the path of least resistance.

Hope that helps!



Amy

---

Yeah. I’m already working on those steps but that’s a nutra product. This one I’m seeking inputs is a new ( non consumable ) product in health n beauty space.


Sent from my iPhone using STM Forums

---

Ok, so tell us a bit more about this new product, is it still something tangible? Like a workout device or something like that?

---

We are considering a teeth whitening product and also assessing a wearable weight product for fitness. Either of the two. Currently in product testing phase.



Sent from my iPhone using STM Forums

---

I would suggest to start putting together a list of best-sellers that are the same/similar products.

Browse their websites. Go through their sales letters. Identify selling angles and website elements and media formats (e.g. video / images / text) that may be working well.

Actually go through the ordering process and take screenshots. See what elements are included on their checkout pages. Make notes on what you like or don't like about the ordering process. And of course make a note of how they price their products.

Place an actual order. See what they put on the thank you page. Note any cross-sells/up-sells. Monitor your emails to see how they follow up.

Look at the whole experience from the eyes of a customer.

Do this for a few products and you'll have a solid idea on how to create your own funnels. You'll have different ideas you'll want to split-test as well.

Have fun!



Amy

---

Teeth whitening product can totally kill it with influencers, given that the product actually works and it doesnt take a long time to see the effect. If they can shoot videos of them using the product and then showing the results, that is proven to work.

Remember the "charcoal whitening" product? It literally took the internet by storm, many influencers posted their videos with the product... I'm sure they made millions.

Here are some samples I found quickly in case you missed that product:

https://www.youtube.com/watch?v=x4S_iPvp6zs
https://www.youtube.com/watch?v=SaeR2Yj2uVE

---

Yeah. Gotcha. Currently we are working on the formulation to ensure it works. It’s along the lines of trysnow and hismile.

Charcoal one was a complete bummer. Useless product. I tried myself. But marketeers flew it very well .


Sent from my iPhone using STM Forums

---

Yeah, proper marketing can sell even shit, when packed nicely

---

Indeed True !


Sent from my iPhone using STM Forums

---

Home > Questions and Answers > Traffic Source Questions