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Four Most Effective Digital Marketing strategies for FMCG brands
- 28 Nov 2022 5 min read
Digital marketing strategies for FMCG brands don’t just involve the ever-popular social media management and marketing approach.
As digitalization accelerates, extending your customers’ experience of your FMCG brand from offline touchpoints is critical to staying relevant. Consumers, after all, are spending less time shopping in malls than they do online.
To successfully maintain your foothold in the market and surpass your competitors, you will need to strengthen your online marketing efforts. This can be done by having a balance of organic efforts such as search engine optimization (SEO) and paid efforts like digital advertising or pay-per-click management.
We discuss a few other mainstay digital marketing strategies for FMCG brands in detail, below.
Effective digital marketing strategies for FMCG brands
While these are some of the most popular digital marketing strategies for FMCG brands, it is important to tailor them to fit your specific needs. Each brand is unique, so the strategies that work best will vary from one company to the next.
By choosing the right strategies and using them effectively, you can improve the visibility of your brand and drive more sales. Here are a few you can start with.
1. Social media management and marketing
Social media can be used to reach FMCG consumers in a variety of ways. One of the most effective is through influencer marketing campaigns. By working with influencers who have an established reputation among their audience, you can foster positive associations with your brand and expand your reach effectively.
Another way you can leverage social media for consumer goods marketing is by engaging with consumers directly. Share repurposed content from your blogs or other information on your website so you can communicate your brand value in a space that they frequently engage in.
You can also use social media as a source of user-generated content and simultaneously engage and build up credibility for your brand. The way this works is through word-of-mouth marketing; the more a peer group talks about your brand, the more they are likely to trust you with their business.
Overall, social media provides a great opportunity for FMCG brands to connect with consumers – bolstering trust and relevance while extending your reach to other potential customers.
2. Search engine optimization
SEO can be used to improve the visibility of your FMCG brand online. By optimizing your website and content for search engines, you can make your brand more visible to potential customers.
The higher you rank on search engines, the more people you attract to your website. This, in turn, attracts traffic or visits from relevant audiences which you can then eventually convert into customers.
Ultimately, while the immediate benefit of SEO is felt in visibility and traffic, it also helps you improve your conversions.
There are a number of different SEO techniques that you can use to improve the visibility of your brand. One of the most important is keyword research.
By identifying the keywords that are most relevant to your brand, you can optimize your website and content for those terms. This will help you rank higher in search engine results pages, and it will also help potential customers find your brand when they are searching for related terms.
Additionally, you can use other SEO techniques such as link building and on-page optimization to improve the visibility of your brand. By using these techniques, you can make your brand more visible online and drive more traffic to your website.
FURTHER READING: SEO in 2022: Your Ultimate Guide To Understanding SEO
3. Email marketing
This is also an excellent way for you to improve sales. By sending targeted emails to potential customers, you can speak to them directly about products, services, or promotions.
Specifically, you can use this digital marketing strategy to convert leads into customers. This is one of the primary reasons email marketing is a popular strategy for FMCG brands.
Through emails that contain updates with promotions, you encourage your leads to convert. Correct use of urgency, moreover, can help you accelerate these conversions.
Leverage this strategy by sending targeted offers, or offering incentives to leads so you can persuade them to purchase. Regular updates and offers like this also help keep them interested in your brand and encourage them to explore your other products.
Overall, email marketing provides a great way for FMCG brands to connect with potential customers and convert leads into customers. By using the right strategies, you can reach a large number of potential customers and increase sales for your brand.
4. Pay-per-click management
Paid advertising, such as pay-per-click (PPC) management, can be a great way for FMCG brands to boost conversions and sales.
PPC management is a form of paid advertising that allows you to place ads on websites and in search engines. When someone clicks on your ad, they are redirected to your website. Though it may not seem like it, PPC management is a more practical approach compared to traditional methods because you only pay when someone clicks on your ad.
FURTHER READING: Guide to Optimizing Every Paid Digital Advertising Channel Online
PPC management can be used to target a wide range of people, including potential and current customers. By targeting potential customers, you broaden your reach and talk to people who have not heard of your brand.
This allows you to sustain growth effectively, not just in a practical sense. Data from your advertising campaigns can also be leveraged to inform future efforts; refining them to become more potent in reaching and converting audiences.
Marketing in the consumer goods space is a brutal fight, as you’re always fighting to just maintain relevance, let alone convince audiences to purchase. In both cases, digital marketing strategies will provide you with a valuable upper-hand. Apart from the recommended strategies above, remember that keeping customers interested in your products also entails:
- Being genuine in your communications. Audiences today are quick to sense insincerity in marketing; count that they will also be quick to lose interest when they do. When marketing online, it’s best to keep it genuine and stick to your commitments at all times.
- Align your strategies with your goals. Especially since there are always new marketing technologies emerging. While it can be compelling to try every new thing, it can be impractical to do so. Be discerning when it comes to this and let your goals always guide your strategies.
- Keep your communications clear. There is limited time to capture attention from online audiences. Whenever launching campaigns, make sure that your messages are clear and delivered in compelling and memorable ways.
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