FILL OUT THE FORM BELOW & ALLOW US TO TAKE YOUR FMCG SEO TO A WHOLE NEW LEVEL!
FMCG businesses are complex. They produce high volume products for a wide variety of products. Thus, introducing a new product goes through many internal functions; R&D, sales sales, shipping, etc.
In its face, it seems that these professional businesses are rapidly developing and releasing new products in line with changing consumer expectations. However, the fact is that FMCG businesses are developing new products at an astonishing rate, with years of experience in all of the above operations entering into any new product launch.
One of the traditional ways a new product is starting to get such a pull; is the large marketing budgets being allocated.
For example, if you look at P&G marketing budgets, their 2019 advertising budget was just as short as $ 7bn.
The fact is, spending big money on traditional channels – like TV commercials – is slowing down. The next generation of consumers who are thousands of years old with Gen Z spends more time online, either online or on social media.
However, as more products look to use the D2C model (specifically for consumers), the need for marketing to reach consumers where they spend their money – online – continues to grow.
Here’s why FMCG businesses need to start taking a greater interest in SEO for this new business model to be successful.
SEO in FMCG Helps with Consumer Spending Online
It is no secret that consumers spend more money online. With practice and simplicity, consumers can now purchase their dairy products as part of an online store.
And with the advent of the global epidemic, many people have no choice but to order their products online, have limited stock, or have limited access to local stores.
Therefore, it is important that as an FMCG business, when a consumer is looking for your product or product, it is visible and should be the first call point when looking for a purchase.
This is not always easy, especially with amazon selling everything they can, but it repeats the importance of branded search.
SEO in FMCG helps to Control Your Branded Search Terms
One of the largest assets FMCG businesses have is their product.
Without a brand name, most of the products made by FMCGs would not sell almost as much.
Therefore, if you are a product manager or work in digital marketing for FMCG, you should do your best to dominate branded search terms. The reason for this – third-party vendors will compete with you.
Going back to the D2C model I pointed out at the beginning of this article, if you can control keywords with customer intentions, you are in a very good position to succeed.
And why D2C is so important – it raises your product marks as you cut the middle person.
It didn’t take me long to find a few examples where foreign company vendors passed products:
SERP for ‘buy pampers’ search querySERP for “flash power mop” search querySERP for “persil liquid” search query
Informing Savvy Consumers
Gone are the days when a brand could launch a new product, set a huge marketing budget behind it, and wait for the most easily influenced consumers to come and buy their products.
Consumers now have more options available in more products than ever before. Consumers – especially millennials and Gen Z – are smart and make sure they get what they want, even if it means paying a premium.
They will make sure that their specific needs are taken care of and do a proper google search to do just that.
Gone are the days when consumers want to ‘buy + [product type]’; they will look for a product that meets their specific needs.
For example, consumers no longer purchase search queries such as:
buy deodorant online
Now they want, phrases like:
Best deodorant for lightening underarms
Best deodorant for sensitive skin
Best deodorant for ingrown hairs
Two of the world’s largest cold brands – Dove and Nivea – have written articles on the subject in articles. However, they are issued by the media and magazines with these specific principles.
SERP search query for “best scent light underarms.”
If your FMCG product makes products to address these well-known consumer products, you should be doing all you can to manage the SERPs and be there to inform your potential customers.
Compete Better with Startups
Not only well-known websites that point to the long-tail keywords you need to compete with but also startups.
Startups are fast-paced and can quickly dominate market share. They also can often start as online businesses, unlike FMCG products that are traditionally offline businesses that have moved online.
Because of this, they have no way of building a product without exposure to the Internet. Startups do well because they connect with their products and brands ethos online.
Consider the online jewellery market. Traditional brands such as Gillette and Wilkinson Sword are released with key purchase names, with online startups such as Harrys, Dollar Shave Club, and Cornerstone all appearing within the SERPs.
SERP search query “buy razors online.”
To counteract this, FMCG products need to be visible and prominent in their online markets. This is possible by producing content that is consistent with the scope of their product and brand.
Important Data for Internal Groups
Ideas for new products come from one source – consumers.
And to do this, a popular way for FMCG products is to use consumer panels to understand consumer demand and needs better.
These types of consumer panels are very helpful in product direction, but there are a few drawbacks.
First, they are expensive. It costs money to set up panels, hire buyers, and pay them for their involvement. If you do that internally, let alone use an outside agency to control you.
But remember, the buyer panel does not represent all buyers; this is just a sample of too many people.
But the real problem with all of the above – time.
So, where does SEO fit into this?
Yes, if you properly track the performance of your website, you should be able to identify search data trends.
Many keyword tools can help you with this task, but there is no better data source than your GSC. This should allow you to see emerging or emerging topics and will help you be able to communicate them faster.
The sooner you can see a new trend, the sooner you can get your internal teams to start making new products – after all, speed is a key factor.
Choose ThatWare As Your SEO Partner For FMCG
FMCG businesses face the daunting challenge of moving their business model from offline sales model.
With many – especially young – consumers becoming targeted at FMCGs, their marketing goes online rather than traditional offline channels.
These buyers buy separately.
They want to know more about what they are buying and do their research to find their information.
SEO allows you to manage your branded keywords and identify common keywords when consumers want a product to meet individual needs.
But SEO is not about online availability. It should be used to make business decisions. Using data from your website can help identify and develop new products.