Friday, April 28

🤱🏽 It’s a good year to sell Mother’s Day gifts

📰 TL;DR - And a good year to be a mom! A new consumer report says shoppers plan to go all out for Mother’s Day this year, with plans to spend $35.7 billion. That’s up nearly $4 billion from last year. The report also digs into where consumers plan to shop and I want to call out this tidbit: 46% are interested in getting product subscription boxes for the moms in their lives.

💡 Insight - As a reminder, US Mother’s Day is coming up on Sunday, May 14. Hopefully, you’re already well into your Mother’s Day marketing strategy, and if not, here’s your kick in the butt. The stat about subscription boxes is particularly intriguing, so definitely consider pushing that for the occasion. Shoppers also want items that are unique or create a special memory, which suggests personalization options to me.

➡️You can read the article here...

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📦 Fast shipping > discounts

📰 TL;DR - Here’s a quick reminder of where your priorities should be, via Connie Cen on Twitter. The absolute number one thing shoppers want when buying online is fast shipping. More than discounts, more than easy payments.

💡 Insight - This got me thinking about how e-commerce platforms are chock full of apps and solutions for payments and discounts. But, figuring out shipping (unless you’re using a fulfillment center) still falls largely on the shoulders of whoever is running a DTC brand. In your marketing and website design, it pays to make fast shipping guarantees prominent. Here’s some further reading on how to offer fast shipping.

➡️You can read the tweet here...

👛 eBay launches certified luxury resale

📰 TL;DR - eBay is coming for luxury resale competitors with a certified resale program. With “Certified by Brand,” luxury goods will be verified by brands who take part in the program. Verified goods will come with a badge and it’s different from eBay’s existing Authenticity Guarantee program. Certified by Brand will be available in the US to start.

💡 Insight - Of all the places to buy secondhand luxury goods, eBay is the one I’d probably most associate with the potential for knockoffs, so this program makes sense. It’s also free for brands to take part in. It’s unclear just how “luxury” you need to be to take part in this but it’s worth investigating if your brand is getting resale attention on eBay.

➡️You can read the article here...

🔗 Here’s how to dig up your competitors’ backlinks

📰 TL;DR - Here’s a practical guide on how to research your competitors’ backlinks and learn from their success. Specifically, it goes over how to do this using either Ahrefs, Semrush, or BuzzSumo, so pick your poison. Note that the goal here isn’t to copy other brands’ backlink strategy, but to inspire your own.

💡 Insight - Backlinks are a key part of any good SEO strategy and this will give you a good place to start. I always think it’s worth seeing what other DTC brands are doing. I’d give this a try with your favorite brands, whether they’re a direct competitor or not.

➡️You can read the article here...

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