Digital marketing for FMCG – ten tips for successful strategies

The world of marketing has changed substantially over the past few years, so with our extensive experience in digital marketing for FMCG companies, we thought we’d share some tips to help you develop new strategies to boost your bottom line.

With the Covid pandemic came many changes. Traditional ways of reaching customers became compromised, finances tightened for many and a much more digital-centric style of sales and marketing took the lead. As with any industry, marketing for FMCG has always evolved, and these factors have created a need for businesses to evolve their strategies to suit.

But how? Here are some of the leading digital marketing strategies helping to move FMCG brands forward – adopt or adapt at your will!

Ten digital marketing strategies for FMCG businesses

Shake up your FMCG digital marketing with any (or all) of the following strategy tips…

1. Cut out the middle man – if you don’t have an e-commerce aspect to your website, now’s the time to consider it. By selling direct to consumer, you can take advantage of your already well-known brand and increase your profit margins. Here’s a previous article we wrote about moving your business online that may be of interest.
2. Dissect your consumer audiences – before digital marketing became a thing, traditional routes saw FMCG promoting their products to a mass-market, with little or no segmentation. If you’re still working to generic audience targets, harness the power of digital to differentiate between demographics and buyer needs, adjusting your marketing messages accordingly.
3. Harness CRM and analytics – if you’re going to up your digital marketing game, data is your firmest friend. Consider implementing a CRM system and use as many data sets as you can lay your hands on. Google’s Webmaster Tools and social media analytics are also useful to measure engagement and work out where your best opportunities lie.
4. Socialise to monopolise – FMCG consumers don’t just feed on your wares, they are avid consumers of social media too… so if you don’t have a social presence, this is one digital marketing strategy you need to start on right away. Depending on your products and audience, you could find social success on Facebook, Instagram, Tik Tok, YouTube… or a combination of these platforms.
5. Engage influencers – influencer marketing isn’t exactly new, but as consumers have shifted more and more online, it’s a great way to promote your products to targeted audiences and increase your credibility. It’s like someone else’s great reputation rubbing off on yours!
6. Focus on issues, not ingredients – digital marketing means a more consumer-centric approach, so shun the hard-core sales patter and use social and personal issues as your focus instead. Sure, you still need to make it clear what you’re offering, but by creating more emotional connections by concentrating your messages around real things that matter, you have more chance of getting heard above the noise. Create content around environmental benefits, health and wellbeing, budgeting… whatever broader issues your consumers care about that can be tied into your products.
7. Easy-to-consume content – in the digital world, the easier it is to digest, the more chance you have of achieving real engagement. Create campaigns that include video content to more easily capture and retain attention.
8. Don’t fall foul of regulations – in both traditional or digital marketing, for FMCGs there isn’t just a need to meet standard Advertising Standards Authority (ASA) regulations. With new regulations coming into play in October 2022 regarding the promotion of HFSS foods (high in fat, sugar or salt), and further restrictions due in January 2023, make sure you’re well versed in the rules so you don’t end up in hot water.

If you need any support from genuine experts in digital marketing for FMCG brands, please drop us a line and we’ll be happy to talk you through your options and offer our tailored advice.