Scaling marketplace buyers to your DTC cookware store
If you are scaling, your marketplace volume is great, but your margins are being squeezed. You need to shift that traffic to your own site. A managed content network is a set of many brand-owned Instagram pages that post your existing videos many times a day, built and run end to end by a provider such as TIDE, so you can build your own direct customer base at scale.
in one network
from your videos
go live
Cookware brand, scaling: moving buyers from marketplaces to the own store.
The challenge of moving traffic
Scaling means you are moving a lot of units on marketplaces, but you are not getting the customer lifetime value you could be getting. You need to move these people to your store, where you control the experience and the margins. But these buyers are comfortable on marketplaces. You need a way to reach them elsewhere, build trust, and show them that your direct store is the best way to get the products they love.
Creating a direct path to your store
A managed content network provides the reach you need to reach these buyers on their own turf. By distributing your content across many pages, you are staying top-of-mind. This creates a bridge to your site, making it easy for customers to switch. It’s an efficient, automated engine that builds your direct channel while your team handles the operational side of scaling. It is the best way to grow your direct-to-consumer store effectively.
Using content to drive the switch
Take your best video assets and provide them to your provider. They will rotate them across your network to showcase your brand's unique value. This is the most efficient way to communicate with your customers outside of the marketplace environment. It is a powerful way to show them why shopping directly is better for them and for the brand. It effectively shifts your traffic to your own store where it belongs.
Professional management of growth
This strategy is aggressive, and you need a partner who understands the risks of high-volume social media operations. TIDE monitors your network and handles the technical side of the accounts, swapping them out as needed to keep your reach stable. This is a professional and calculated approach that lets you maintain your growth trajectory while your brand's presence in your customers' lives is handled consistently and effectively.
One account vs a network
| One brand account | Managed content network | |
|---|---|---|
| Pages | 1 | Dozens, each with its own angle on cookware |
| Posts a day | 1 to 3 | Over 100 |
| Reach | The same followers | New pockets of buyers every day |
| Who runs it | Your team | The provider, end to end |
| Your part | Everything | Send content |
What you would send
Anything you already make for cookware counts.
Improve your margins by using a managed content network to drive your marketplace buyers directly to your own DTC store.
Put your products on 50 pages.
Tell us what your cookware brand sells and how you get customers today. We'll show you a live network and tell you straight if it fits. About the cost of one marketing hire.
Questions brands ask next
Is this a fast way to shift traffic?
It is one of the most effective ways to build the organic discovery you need to get people to your site instead of the marketplace.
What if I don't have enough content?
You can repurpose existing product shots and demos, which are perfect for showing the value of your brand outside of a marketplace context.
Can I target previous marketplace buyers?
The network helps you build broader brand awareness, which is the most effective way to catch those customers who already know and like you.