Here’s Why DTC Brands Need Local Content

DTC brands face an uphill battle when competing with marketplaces like Amazon. Here’s a strategy to deploy: local content!

Free two-day shipping. Lower prices. Countless options. It’s no wonder more than half of consumers begin their product search on Amazon. Whether you realize it or not, Amazon and similar large online retailers are your competitors. As a Direct-to-Consumer (DTC) brand, where does that leave you in the e-commerce world? How are you supposed to keep up?

Are Third-Party Marketplaces Hindering Growth of DTC Brands?

Maybe you already have your products listed on a third-party marketplace, or you’ve thought about adding them. Third-party fulfillment and shipping can be a tempting prospect, but let’s consider all you give up:

• Listing fees (up to 15% of each sale, in some cases) take a bite out of your bottom line.
• Your customer’s experience is at the mercy of the marketplace’s platform. You have little to no control over the e-commerce experience
• You don’t get the opportunity to build long-term customer relationships. You have no leeway on how to handle unsatisfied customers, and no way to keep in contact with those who are satisfied with their purchase for possible repeated sales.

Even the largest brands in the world might not have the resources or shipping networks that those large third-party marketplaces do, but here’s something you do have: local marketing.

Instead of giving in and losing business to online retailers, it’s time to harness the power of high-quality content as a local marketing tool for your DTC brand. And GPO is here to show you how.

Why Your DTC Brand Needs Local Digital Marketing

Ready to step up your DTC marketing in the face of booming e-commerce? Let’s take a closer look at the perks of skipping online marketplace listings and targeting local customers instead.

Increase brand loyalty.

Today’s top DTC brands know the value of customer loyalty. Building your DTC customer base—particularly on a local level—is a strong long-term play. YOU build the online platform customers will enjoy using, YOU set up the loyalty programs, and YOU get the benefit of nurturing long-term customer relationships with real people in real communities.

Save on shipping time and costs— for you AND for customers.

Today’s record-high shipping costs can certainly take a bite out of your profit as a DTC brand. Not to mention, many consumers have come to expect next-day or two-day shipping. While some are willing to pay for quick shipping no matter the cost, most aren’t willing to pay a premium price for super-speedy cross-country shipping. If your DTC brand has existing fulfillment centers or physical storefronts in specific regions, local digital marketing helps you target customers close to those hubs. Locally targeted marketing can cut down shipping costs for all parties, as well as reduce shipping times (and increase satisfaction!) for buyers.

How to Use Content as a Local Marketing Tool

Local digital marketing is so much more than social media or email blasts (though those things are important, too!). If you’re ready to harness the full power of content as a local marketing tool, here are some strategies to consider:

1. Create hyper-local local content for important keyphrases.

Using local, niche-based keyphrases and long-tailed keyphrases can put your brand in front of the right customers—and put you ahead of third-party marketplaces like Amazon in search rankings. For example, using the keyword “running shoes in Austin, Texas” or the long-tailed version “best running shoes for trail running in Austin, Texas” helps your content reach your ideal customer in Austin, Texas. Don’t want to waste valuable time and resources writing pages for every city, neighborhood, and locale you want to reach? Unique, optimized Local Pages content is your answer to creating unique, hyper-local content (at hyper-speed, to boot!).

2. Highlight local retailers where products are sold, plus important shopping attributes for each.

Even before pandemic regulations were in place, consumer use of “buy online, pick up in store,” or BOPIS, increased by 35% in late 2019. That number has only grown in the time since, which means this locally-based option is here to stay. With a local digital marketing strategy, you can boost the power of your existing physical retail network. Customers love getting their items the same day they purchase them, and your brand can use its existing locations (or third-party local retailers) as pickup points to save on the costs of fulfillment and shipping. Everyone wins!

3. Create a large volume of personalized content.

In addition to including local keywords in your content, you can incorporate things people are already searching for. For example, high-quality content can help you rank in search queries for “car maintenance tips for Ford F-150 owners.” Once a user clicks on a page for your brand, local content can direct them to a nearby retail location or service center, thereby driving local sales. GPO uses your product data to create niche content for all your products to attract a broader audience of ideal customers, and ultimately bring in more conversions for your brand.

Secure Your Place Amongst Top DTC Brands

Ready to boost your brand’s local presence? We’re here to help. GPO’s content experts know how to create content that can get your DTC brand seen locally… in ALL your desired locales. Contact us today and start leveling up your local digital marketing strategy.