As the consumer packaged goods market changes, businesses will need to change their strategies, too. Digital shopper marketing can help companies reach larger audiences, gain more sales and increase brand awareness. Knowing where to start can supply you with incredible marketing leverage that drives more customers to your business rather than to competitors.
Discover several strategies your CPG brand can try, then connect with the Cliffedge Marketing team to help you execute a plan!
Learn How to Market Your CPG Brand Toward a Target Audience
The path to purchase starts by identifying your target audience and determining how to reach them. By getting to know key information about your target audience, you can learn about characteristics that group them together and strengthen your digital marketing efforts. Your ideal buyers are also the same people who you should be targeting with your omnichannel approach. This includes social media, emails, blog posts, podcasts and other pieces of content.
You can personalize your store experience to adapt to the changing demands of consumers. With many people looking to shop at varying stages in the customer journey, segmenting your audience can work in your favor. For instance, you can run some digital ad campaigns for mobile users and focus others on desktop audiences. Learning what’s doing well with your audience and what isn’t landing can help you adjust your current strategies.
Utilizing Social Media
With countless users on various social media platforms, it’s no wonder so many brands are promoting their products on social media. Whether you post on Instagram, Facebook, TikTok or another platform, you can increase brand awareness and appear more authentic to consumers through social media.
Here are three benefits of leveraging social media for your CPG brand:
- Increasing Brand Awareness and Authenticity
By consistently posting engaging content that resonates with your target consumer, you can carve out a distinct online presence. Whether it’s a commitment to sustainability, a passion for high-quality ingredients or a dedication to customer satisfaction, social media provides a platform to communicate these aspects of your brand effectively.
- Displaying User-Generated Content
Encouraging your customers to share their experiences with your products generates user-generated content (UGC). Sharing UGC not only provides social proof of your product’s quality but also allows potential customers to see how your products are used and loved by real people. Consumers are increasingly drawn to brands that convey authenticity and by featuring real product users, you can foster trust and transparency, making customers more likely to choose your products over competitors.
- Connecting with Like-Minded Individuals and Brands
Social media networks are bustling hubs of activity where individuals and brands alike congregate to share their interests and insights. To do this, actively engage with your audience on social media. This can be a powerful way to connect with like-minded individuals who share an interest in your products. Responding to comments, conducting polls and participating in relevant conversations can help foster a sense of community around your brand.
Note: It’s important that your social media strategy should strike a balance between organic and paid content. While organic content is vital for building authenticity and engaging with your audience, paid social media advertising can help you achieve specific objectives, such as boosting sales, expanding brand awareness and promoting seasonal offers.
Collaborating With Influencers
Influencers can also play a pivotal role in your digital CPG brand strategy. People who have significant followers on social media networks like Tiktok, Instagram or Youtube can share their opinions and honest reviews of products, boosting sales and encouraging their followers to trust their favorite brands.
Try collaborating with influencers who align with your brand’s values and whose audience can amplify your reach by tapping into their established communities. Consumers who see their favorite influence promoting a new snack or drink may want to pick it up at the grocery store and try it out.
Many brands that work with influencers offer incentives to work with their company. They may provide products in exchange for a review, facilitate an influencer giveaway campaign or enroll influencers in an affiliate program.
Investing in Email Marketing
Email marketing, an older digital marketing strategy, is still a relevant technique to increase sales and drive consumer retention. Email marketing strategies can include the following:
- Promotions, Discount Codes and Rewards Points
Email marketing’s primary role for CPG brands lies in incentivizing purchases through promotions, discount codes and rewards points. Exclusive promotions or discounts sent to email subscribers create a sense of exclusivity and urgency, compelling recipients to take immediate action.
Moreover, providing discount codes through email campaigns not only entices purchases but also allows for the measurement of campaign effectiveness, helping to refine future strategies. Integrating a rewards program within your email marketing can nurture customer loyalty by offering points for each purchase, encouraging repeat business and fostering long-term relationships with consumers.
- Reminders and Follow-Up Messages
Email marketing’s scope extends beyond initial purchases; it plays a vital role in nurturing post-sale customer relationships. It encompasses various strategies, including order confirmation emails sent immediately after a purchase or automated abandoned cart emails.
Additionally, emails keep customers informed about their order’s status through shipping updates and tracking information thereby enhancing their overall shopping experience. After a reasonable time has passed since the initial purchase, follow-up emails can be highly effective to generate more sales. These emails can request product reviews or feedback, offer additional product recommendations based on purchase history, or provide relevant content to keep customers engaged with your brand.
- Providing Value with Tips and Blog Posts
Email marketing serves a dual purpose beyond sales – it delivers value and keeps your brand top-of-mind. Your brand can share informative tips and insights related to your products or industry. For example, if your CPG brand specializes in healthy snacks, you can send emails with advice on maintaining a nutritious diet or nutritional information.
If your brand maintains a blog, email can also provide an excellent channel to share new posts. This not only drives traffic to your website but also keeps subscribers engaged with your content, positioning your brand as an authority in your industry.
Lastly, you can announce new product releases or improvements through email. Existing customers are often eager to learn about the latest offerings, and email marketing ensures they stay informed and engaged.
Integrating Website and Ecommerce Development
A seamless website and ecommerce experience should also be integrated into your digital strategy. Consider showcasing interactive experiences like games or recipes on your CPG brand’s website. You should also optimize your online store’s SEO and checkout experience so that you can make more direct-to-consumer sales. In a digitally mobile world, it’s also crucial to cater to mobile users. Your site should be responsive to mobile to ensure accessibility and engagement.
Work With a Shopper Marketing Agency That Provides Results and Quality Services For Your CPG Brand
Trying a few digital marketing techniques is one thing, but working with a reputable shopper marketing agency that has a positive track record and results to back up their claims is another. At Cliffedge Marketing, we help brands grow their audiences and stand apart in a competitive market.
Now that you’ve learned about a few digital shopper marketing strategies, it’s time to connect with our team. Explore our services today and see how Cliffedge Marketing can help your brand achieve its goals!
