Strong Communities through Content Marketing

Clever use of content marketing is essential because it helps establish your authority in the space.
For example, Johnson & Johnson created BabyCenter.com, a website for moms to share information and engage through helpful forums. While not overtly a part of Johnson & Johnson, all ads displayed on BabyCenter.com were for the brand. This allowed Johnson & Johnson to build a strong community of moms they could tap into to sell their products. This kind of user-focused marketing is unique to digital marketing and helps brands promote their products more effectively than ever before.
Another is creating SEO-friendly content. Incorporating a strong SEO plan as well as including strategies for content amplification is crucial because it drives consumers to your website, enabling them to become more aware of your brand. Keyword-optimized content also helps consumers find you when they have a query, which goes a long way in establishing your brand’s credibility in that domain.

Strengthen digital presence through social media

Facebook is undeniably one of the biggest avenues for digital marketing. Through advanced tools for social media analytics, you can find your target audience, refine your marketing strategy and even drive conversions. The Facebook custom audience tool can help you widen your target audience and reach them through your campaigns. FMCG brands can also use Facebook to get deeper insights into consumer behaviour. For example, Raaga Professionals innovatively used an audience poll on Facebook to simultaneously understand the needs of their consumers as well as advertise their products.

Drip email marketing

A one-size-fits-all marketing campaign is no longer effective for FMCG products. While email marketing in general keeps your consumers updated on latest products and promotions, drip emails in particular are a groundbreaking way to personalize your marketing tactics. Drip emails, also known as automated emails, are a set of emails that are sent to consumers based on a specific set of parameters. For example, there will be one email that is sent to consumers when they first sign up, one that will be sent if consumers add products to their cart but leave without completing the purchase, one that will be sent after a purchase is made and so on.

Sell Your Products Online

While this may sound self-evident, not many FMCG products actually sell their products online. To this day, even if FMCG advertisements are being displayed on digital media, their marketing efforts are aimed at influencing the consumer’s in-store purchase decision. But with the launch of many websites that let you purchase FMCG products online, an increasing number of consumers are beginning to shop online. In this case, even if a consumer has every intention of purchasing your product, they will choose a competitor’s product if yours is unavailable online. FMCG brands can choose to sell products through Amazon and Facebook or similar sites to increase sales.

It also gives you the advantage of being able to reach consumers beyond a limited geographical location. For example, a local makeup brand can start selling their products nationally by making it available online. This ultimately increases the consumer base for FMCG products, a key factor in eventually increasing sales. With a few simple steps, selling online through Amazon and other sites is a very easy way for FMCG brands to increase their online presence. For example, Raaga Professionals, a personal care brand, sells their products through Nykaa. In this way, their content marketing through blogs can direct consumers to a clear point of purchase.

Run campaigns in regional languages

For most FMCG brands, tier 2 and tier 3 cities offer the next big avenue for growth. At the same time, most consumers in these areas are becoming more digitally connected. While the number of English-speaking users online has more or less peaked, regional language users are only going to grow from here. This has been facilitated in a huge part by the dual penetration of mobile phones and internet connectivity in India’s smaller towns. A study conducted by Google and KPMG estimates that the number of non-English speakers using the internet will grow by around 18 percent annually. Additionally, 99 percent of these users will access the internet primarily through their mobile phone.