How to make your DTC PR dollars go further, decrease conversion friction and keep customers loyal.
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Direct-to-Consumer (DTC) brands have to stay visible in order to stay competitive, and that often means the need for a considerable advertising budget. Public relations can be a DTC secret weapon, however, provided the resulting media coverage is “sticky” and increases consumer trust. The hitch is that coverage for DTC brands is incredibly competitive, yet there are proven ways of making an earned media budget work overtime.
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I've yet to come across a DTC brand that doesn't have an affiliate program, and they continue to grow in value as browsers restrict data and influencers incorporate affiliate links as part of their compensation. Few DTC brands, however, also consider how affiliate links can improve their chances at PR.
Media outlets are under increasing pressure to find new revenue avenues as advertising dollars become more and more splintered, and so many outlets are using affiliate links in their product round-up coverage. Occasionally, you’ll see posts like "Top Products on Amazon", which are almost always a list of products with affiliate links. Amazon's affiliate program is a favorite because the company’s links convert very well. One takeaway from this is to optimize your landing pages for conversion and use your best-converting pages for PR pitches regularly. Also, be sure to...
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