Lead Generation: FMCG Industry
Digital media offers a number of platforms for FMCG brands to market themselves. These various platforms also help brands meet a number of marketing objectives, right from creating awareness and brand building, to generating leads, driving conversions, and finally, cultivating brand loyalty.
Let’s look at some lead generating techniques for FMCG brands.
1. Build strong communities through content marketing
For a long time, the focus of marketing strategies for brands in the FMCG industry revolved around a one-way promotion of their products.
Today however, digital marketing trends in FMCG are shifting the focus to creating user-centric content that brings actual value to consumer’s lives.
By creating informative content, you can create leads and drive conversations among your consumers and build strong communities. Having a solid community is vital for developing a loyal consumer base. Digital marketing can help strengthen your brand’s community through a number of innovative result-oriented content marketing strategies.
Smart use of content marketing is essential because it helps establish your authority in the space. For example, Fortune by Adani Wilmar, has created a website sharing information about healthy edible oils and various recipes. This helps to promote their products more effectively than ever before.
Another facet of content marketing that is essential for FMCG brands is creating SEO-friendly content. Incorporating a strong SEO plan 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.
2. Strengthen digital presence through social media
Facebook is undeniably one of the best avenues for digital marketing. Through social media analytics tools, you can find your target audience, refine your marketing strategy, and even drive conversions.
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 advertising their products.
Lead generation for FMCG brands needs to be integrated over various channels to have the maximum impact. This includes ads which play before a YouTube video, promotions through Twitter, Instagram engagement posts, etc.
3. Consistently engage with your target audience to encourage brand loyalty
Traditionally, FMCG advertisements were a one-way interaction – with brands informing consumers about their products over TV commercials, radio spots, billboards and print ads. Advertising was done usually when there was a new product or service to promote.
Buying space in traditional media is expensive and only allows for one-way communication with the audience. This is exactly why brands were unable to consistently engage with their consumers.
Digital marketing has an edge over traditional marketing when it comes to generating user engagement. Digital marketing trends in FMCG products are aimed towards establishing your brand as a constant presence in your consumer’s lives.
Through shareable content, helpful information and meaningful interaction, brands can generate leads.
4. Drip email marketing
A ‘one-size-fits-all’ marketing campaign is no longer effective for lead generation of FMCG products. While email marketing, in general, keeps your consumers updated on the latest products and promotions, drip emails, in particular, is a revolutionary way to personalize your marketing tactics.
Drip emails, also known as automated emails, are nothing but 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 so forth.
Drip email campaign is a highly effective lead nurturing strategy. These automated emails can target consumers at a number of different stages, ultimately guiding them towards making a purchase. This technique can prove a very effective step in digital marketing for FMCG companies by influencing the consumer’s decision-making process.
Automated emails which are sent when consumers abandon their shopping carts are particularly effective, majorly because it pushes the consumer to complete the purchase. Drip emails also help you retarget consumers who have already purchased your products.
According to research, consumers who have purchased your products in the past are more likely to do so again in the future.
5. Run campaigns in regional languages
For most Indian FMCG brands, tier-two and tier-three cities offer the next big avenue for growth. At the same time, most consumers in these areas are becoming more and more digitally connected. While the number of English-speaking users online has more or less peaked, regional language users are only going to grow in the near future. This has been facilitated in a huge part by the dual penetration of mobile phones and internet connectivity in rural cities.
According to studies, the number of non-English speakers using the internet will grow by around 18% annually. More so over, 99% of these users will access the internet primarily through their mobile phone.
For FMCG brands, this offers a huge opportunity to leverage digital marketing to attract this new wave of consumers. The growth of regional content online will be one of the key factors that can influence FMCG lead generation in tier-two and tier-three cities.
Lead generation is the lifeblood for an FMCG brand. It helps you build brand awareness, bridge relationships with your users, generate sales-ready leads, and finally, boost your conversions.
The bottom line on modern lead generation strategies for the FMCG industry:
• One size doesn’t fit all, so if at first, you don’t succeed, explore something else.
• Old strategies still work—but with a twist.
• Expect to spend at least a little money; but, new lead generation tactics don’t have to break the bank.
• Get as creative as possible, because FMCG brands have a lot of scope.
India’s FMCG sector is growing at a far faster pace as compared to its peers. It’s crucial to tap into these growing consumers.
A recent Nielsen report on the sector’s performance in Q4 2018 points out that India’s average volume growth in Q3 and Q4 was 14.8% - which is higher than what it was in 2017. As the chart indicates, not a single country in this grouping could even reach the 5% mark.
We, at 1702 Digital, deliver to our clients the best digital marketing solutions according to their business needs. We provide the most innovative marketing solution which contributes to achieving their marketing goals like lead generation, and also help in taking their business to the new heights.
Connect with our team to know the best digital marketing strategy for lead generation for your FMCG brand. Our expert team can find the best solution suitable for you and design the most effective digital marketing campaign customized for your business.