What's On This Page
- How To Improve FMCG Distribution
-- Set Your Expectations For Social
-- Know Who You’re Fighting Against
-- Analyze Your Metrics
-- Prepare A Content Calendar
-- Do Your Own Audience Research
- Closing Thoughts
In the digital world of FMCG, having a great product means nothing if people don't know about it. Businesses need to build a brand and identity for their product in a crowded marketplace which can prove difficult.
FMCG companies aim to get their products to the right people at the appropriate time and place at the right price. Achieving this goal while simultaneously building and managing a social media following is a daunting task. However, with the right strategies and tools in place, this challenge can be tackled and even improved upon.
Content is not king anymore. Distribution is the new king. If you have a good product, you have a good business. But if you have a great product and a great distribution strategy, you have a golden business. So how do you optimise the distribution of your FMCG product? In this blog, we will look at 5 ways to improve distribution for FMCG products.
How To Improve FMCG Distribution
1. Set Your Expectations For Social
Setting goals before making any investments into a strategy is always a good idea, as it'll keep you focused on what you hope to achieve. It's not just extremely important for small businesses, either - even the biggest companies actually observe this practice, if it isn't done already.
Setting your target on social media can seem like a daunting task, but with the right approach, you’ll be able to hit the bullseye with confidence. Defining what your focus will be is the first thing you have to do. Will you concentrate on Twitter? Facebook? A mix of both?
Start by creating a post on social media for every channel at least twice a month, so your audience knows exactly where they can find your company. And never forget about Pinterest! Pin at least five posts every week that feature compelling images associated with your products or services.
2. Know Who You’re Fighting Against
You know about your competitors and how they do business. You get their strengths and weaknesses, you know where they get the most traffic, the channels that bring them the most leads and who their secret audience is.
When it comes to social media singlehanded, you have a lot of competition. This is because people want to be heard and the only way you can properly get across your brand's message or value is by burning a hole in their brains within a limited time span.
It's not easy at all---but what should be noted is that it still takes time for your customers to process your message, so the best way to overcome this is by being persistent---just bear in mind that you have limited time at their disposal, so better make things shorter and easy-to-use!
3. Do Your Own Audience Research
Creating a buyer persona opens up doors to your audience so you can identify the right market for your product and get a point of reference on who they are and what kind of information matters for them.
This helps you better understand the demographics and interests of your audience based on their screen names, blogs they read, social media platforms, professional backgrounds, whether they’re receptive to the same marketing tactics as you or how receptive they may be to tactics involving influencer marketing.
You can also try exploring whether these types of people would respond positively if targeted by your top competitors with similar products.
4. Analyze Your Metrics
It is important to define what you want to get out of tracking your current social media channels. For example, if the sale of products is your main goal, it’s very likely that you’ll be concerned about any negative feedback or reviews that could come from poorly managed brand promotions and customer complaints.
However, focusing on your ROI is also important in terms of determining if paid social media campaigns will eventually become part of your marketing strategy.
Once you’ve de-cluttered your online profiles, track changes in followers on Twitter, LinkedIn and Google+. For example, check how many new followers you've gained each month. To help you figure out if your efforts to grow an audience are working, give each social media channel a ‘Traffic Score’ (0-100). See who is visiting your website from any specific source (i.e., organic search traffic or someone who clicked on an article posted on Twitter) for additional insights.
5. Prepare A Content Calendar
A social media marketing strategy involves two things - finding the audience who would be most interested in the company's products and services, and delivering content to that target audience in a way that makes sense for them. This is not just about stuffing posts onto their news feeds for the sake of being there. For maximum success, brands need to create an editorial calendar which lays out discussions on specific topics.
In order to implement a successful social media marketing strategy, there are many different types of content one can use, but it is important to analyze what your goals are first so as to create the most ideal strategy to help you achieve those goals.
Many FMCG businesses have been struggling with how to use social media to develop brand awareness and generate leads for their business. This is because the majority of FMCG businesses have been trying to use social media in the same way they use TV, radio or print ads.
In this blog post we have shown 5 different ways that you can use social media to distribute your brand and grow awareness for your brand. We hope you have found this blog post useful and we would love for you to share it with any friends or family that you think might find this useful.
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