There’s a lot of talk in the direct-to-consumer (DTC) world about ad campaigns not converting and delivering low return on ad spend (ROAS). The landscape has required brands to focus more on developing relationships with consumers before they convert, which starts with awareness (i.e., top-of-the-funnel advertising).

In part one of a three-part video series on how DTC leaders can strategically drive revenue, Sam Baker, owner of Sam Baker Consulting and Women in Retail Leadership Circle consultant member, discusses implementing a DTC awareness strategy. She details the key performance indicators that retailers should be tracking, why low conversion numbers might not be a bad thing, how to start an awareness strategy, and more.

DTC leaders can learn more about how to utilize awareness campaigns effectively to grow their brand and return on investment by downloading Baker’s Awareness Strategy Whitepaper.

Sam Baker transforms underperforming e-commerce sites into powerful selling tools. She helps her clients generate double-digit incremental revenue each year. Baker’s e-commerce background includes web optimization at Abercrombie & Fitch, digital marketing at Vera Bradley, and consulting clients such as Under Armour and Intercontinental Hotel Group. Her consultancy specializes in A/B testing, UX improvements, and retention and acquisition strategies.

View part two of Baker’s three-part video series, Are Your DTC Campaigns Underperforming?, here.