Turn Stagnation to Max Surge

🚀 Expanding the right way, without making mistakes that lead to failure

Howdy Readers 🥰 

In this newsletter, you’ll find

🌟 Expanding Your DTC Brand? Here’s a Smarter Way to Do It

🚀 Instagram's New Ad Strategy and Confusing CTA Guidelines

🚀 Brave and PayPal Innovate Digital Advertising with User-Focused Platforms

TOGETHER WITH TABOOLA

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GROWTH

🌟 Expanding Your DTC Brand? Here’s a Smarter Way to Do It

As direct-to-consumer (DTC) brands grow, hitting a plateau is a common challenge. A frequent suggestion to overcome this is to expand into new segments with distinct messaging and advertising strategies. However, there might be more effective approaches. Here’s why and how to navigate this growth phase wisely.

You can’t operate a DTC brand with isolated positionings for each segment i.e., Separate landing pages and Ad accounts for each segment. Customers interact with your brand through various touchpoints you can’t fully control.

Consider their journey:

• They encounter your ads on social media.

• They engage with your organic content.

• They research your brand on review sites.

• They return through search engines after weeks or months.

Trying to control this journey with separate messaging strategies could be more effective. Instead, here’s a more cohesive approach:

1. Broaden Your Brand’s Overall Positioning

Your brand’s core messaging should resonate broadly across all target segments.

Example: Apple

• Started as a computer company.
  

• Now positions itself as a tech lifestyle brand.

Apple didn’t separate its products; it integrated them under the umbrella of innovation and lifestyle. The iPhone, iPad, and Mac all