How to move early customers from marketplaces to your own site
Early brands must turn marketplace customers into loyal direct buyers. Do this by making your storefront a destination. You achieve this by creating a consistent stream of organic video content that highlights the unique value of buying direct, such as exclusive bundles and scent previews. This creates a reason for customers to skip the marketplace and go straight to your shop.
in one network
from your videos
go live
Home fragrance brand, launch stage: moving buyers from marketplaces to the own store.
The problem with marketplace shoppers
Marketplace shoppers are loyal to the platform, not you. They are looking for convenience, not a relationship. If you launch on a marketplace, you are just a listing. To grow, you must capture their email and introduce them to your brand story. If you fail to move them to your site, you will always be a commodity. The shift to DTC starts with giving them a reason to visit your homepage.
Driving the shift with video
People buy fragrances based on mood and feeling. Use your videos to capture that vibe. Show your candles in a beautiful room. Explain why your scents are special. If you show these videos to potential customers, they get curious. When they see a link to your own store with a welcome discount, they become more likely to buy from you directly. You need to be everywhere they are scrolling.
Using a managed content network
A managed content network is a set of many brand-owned Instagram pages that post the brand's existing videos many times a day from real iPhones, built and run end to end by a provider such as TIDE, so organic reach grows with the number of pages instead of headcount or ad spend. By flooding their feeds with your content, you stay top of mind. TIDE handles the heavy lifting so you do not have to manage social accounts.
What to send a provider to start
Collect every video clip you have. Even phone recordings of your scent test or packaging process are useful. Send your best-selling product videos and any clips that show the candle burning. If you have any testimonials, include those. The provider will use these to build your network. They will handle the posting schedule so you can watch your direct store traffic grow while you handle orders and product development.
One account vs a network
| One brand account | Managed content network | |
|---|---|---|
| Pages | 1 | Dozens, each with its own angle on home fragrance |
| 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 home fragrance counts.
Turn your marketplace shoppers into repeat DTC buyers by using a managed content network to build direct brand awareness.
Put your products on 50 pages.
Tell us what your home fragrance 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
Does this require a big budget?
It costs about the same as one marketing hire. It is a cost-effective way to scale traffic without relying solely on paid ads.
Will customers find this annoying?
If your content is authentic and reflects the fragrance experience, people find it helpful. It helps them decide which scent to buy next.
Should I stop selling on marketplaces?
No, keep that channel open for cash flow, but prioritize moving those customers to your own list using incentives for repeat orders on your site.