FMCG businesses are generally reliant on traditional marketing campaigns to promote their products. With an increasing amount of digital options, FMCG marketers have plenty of opportunities to extend marketing reach by augmenting traditional campaigns with an online presence. A brand website, social media channels and email marketing provide plenty of digital marketing options to connect with consumers that were previously out of reach.
Content Marketing Considerations
Content marketing, as part of the digital arsenal, is an important part of FMCG digital marketing that drives the online expansion of a brand. With consumers increasingly aware of what they purchase and what type of products they want to consume, content can raise awareness among prospects. At the same time, this is where a lot of brands go wrong, especially on their approach to social media.
Brands that plan to leverage content for their marketing efforts, should consider these key aspects:
Channels: These are as important to the success of your digital marketing strategy as the content itself. Analyse and review different types of channels to find whether owned, earned or paid media will enable an effective and efficient marketing campaign. This process may take some time and can be monotonous, but finding the channels where your presence amplifies your reach will help achieve your overall goals more quickly and efficiently.
Mediums: video, text, motion graphics, email, audio. Leveraging different mediums for your content will lead to richer customer experiences, while also providing great SEO value. Search engines, like Google, rewards brands that keep their marketing content varied.
Devices: Any content on any platform should be optimized for all devices. This is mandatory for every brand with an online presence. Consumers are increasingly using mobile for their online shopping. It’s imperative that your business’ website is optimized for mobile (including loading speed) to ensure you capture as many potential leads as possible.
Content Matters: Whenever a user wants to know more about a product they’ll search Google, ask their social media network or reach out to similar communities online. This is where content excels as a tool for FMCG marketers. Answer user queries by writing SEO friendly content and the website will get to surge through the Google search results pages. This way FMCG brands position themselves as the best resource to answer the questions relating to the use, consumption or application of their products. Amplifying these messages in social media will extend this reach and maximize the chances of brand content being cited in forums as the authoritative answer to customer questions.