Tips to Strategic CPG Marketing Campaigns
Facebook advertising, Instagram ads, TikTok videos, influencer marketing - all paid media tactics you may have already tried for your CPG brands. To strategically market and stand out in a sea of brands, it takes a highly competitive marketing mix.
The industry of consumer packaged goods is saturated with many products and brands that all have similar offerings. The small price difference between different brands creates low switching costs for buyers making it easy for consumers to go back and forth between products. Because of this, the industry is left with high competition and continuous advertising.
To succeed, brands need relevant, rapid, and customer-centric CPG marketing tactics that allow them to position their products to stand out. Before implementing these strategies it is important to analyze consumer behavior. This helps determine what marketing channels are more likely to succeed in increasing a brand’s visibility while attracting new customers.
So, what are the best trends for CPG companies to grow their brand? Here are some key strategies to implement:
Offer Personalized Experiences for Your Consumers
A successful CPG marketing strategy in today’s digital world requires understanding of who is likely to buy your products and who has already bought your products in the past. This helps your brand understand your target audience and create a connection to an audience that has already been reached.
Consumer behavior is constantly changing and with so many products and services thrown at consumers daily, there has never been a bigger need to fully understand your audience. According to Salesforce research, 66% of customers expect companies to understand their unique needs, but only 34% of companies truly do.
To understand your audience, you will need to consider what social channels your targeted audience is most active on, whether they make purchases based off of incentives such as coupons or loyalty programs, and the best way to keep constant communication whether that is through email or SMS notifications.
Drive Towards Digital
88% of consumers expect business to accelerate towards much more digital initiatives. With this, CPG brands must notice that they have to adjust their marketing strategies to reach consumers wherever they are.
Boosting an eCommerce presence means creating an easy shopping experience via social platforms, apps, or an online website. Physical store locations are nowhere near useful, but with growing digital communities, it is important to stay relevant and user-friendly.
Utilized the Power Behind Display Ads
Display ads are a great way to drive traffic to your website, increase leads for your business, and ultimately generate more sales. The power behind display ads is built off of being able to target the right consumer at the right time.
It is incredibly important to understand the important of customer engagement and brand visibility; luckily, display ads are perfect for just that.
Leverage Multiple Paid Media Platforms
Utilizing multiple paid media platforms or advertising strategies is very important to reach a broader audience. Specific paid media options include social media advertising, paid search, sponsored content, etc.
Create a Solid Presence Through Content or User-Generated Content
In 2023, the best way to create a strong presence is through content creation or user-generated content. Consumers are constantly looking for validation from social platforms before making a purchase.
User-generated content is a great way to utilize influencer marketing to establish brand loyalty across a wide audience that your marketing strategies may or may not be reaching.
Consider Ways to Boost Loyalty
The best way to increase brand awareness is to establish a loyal customer base. Once that loyal base is established, word of mouth advertising for your brand is a zero expense way for your brand to gain customers.
Across the CPG industry, subscription services are continuously increasing. Creating a subscription service is a great way for CPG brands to increase sales and add value for returning customers. Since your brand is offering a product, it is often ideal for the consumer to purchase in bulk or on a subscription basis once they know this product is their go-to.
In the end, the CPG market is extremely competitive. The best strategies for marketing campaigns in this industry are ones that boost awareness and customer loyalty. For most brands this means working with a professional digital marketing firm to manage end to end advertising.
