Many CPG brands find themselves behind on the times when it comes to digital marketing. And that’s because the digital landscape and shifted completely under the bottoms of most CPG companies. Even just 10 years ago, the best ways to market products in groceries were mostly traditional. Coupons, weekly magazines, and commercial spots all stood as the most effective way to target new customers.
But nowadays in 2020, we see that there are much more effective ways to demographically and psychographically target people who have an affinity for your brand. Through pay-per-click and remarketing, you can now send ads directly to people who have seen you in a grocery store. This kind of detail has never been achieved.
Most CPG Websites Lack Quality Content
Since the Google Panda algorithm update, Google is able to understand and verify the quality levels in content. Through basic user experience metrics, Google monitors how effective your content is and who might be interested in it to ensure they are displaying results across organic search effectively.
Most CPG websites have low-quality content or they tend to focus only on their products. As a CPG brand, it’s essential to build a story around how your product fits into the lives of your target demographic. Through images and on-page content, you can both make an effective website and rank well organically. But how?
Setup Ways to Target New Keywords
Most CPG brands will use a recipe section of their website to target keywords that fit in their industry niche. Creating weekly or even daily recipes will ensure that Google is always seeing new and fresh content on your website, as well as start pushing your keywords in a positive direction.
Using recipe schema, I have even created huge gains and opportunities for brands that I work with, landing #1 for high-volume keywords. Setting up new ways to target keyword pockets is great, and there are a couple of options for CPG brands. Here are some of the options:
- Knowledgebase
- Frequently asked questions
- Recipes
- Brand-centric content
- How-to articles
If you are a CPG brand looking for custom content strategies for your industry or niche, contact us for a free consultation. We have built many successful content strategies that rank for millions of keywords worldwide across the entire CPG industry.
Most CPG Websites Load Slowly
Since I started working directly with CPG brands about 3 years ago, I learned that many of them did not understand the function of page speed to user experience. Since then, I’ve worked with several brands to audit their page speed and optimize overall user experience across their web apps.
Here are some of the common reasons your CPG website is loading slowly:
- Large Image Sizes
- Heavy Javascript Loads
- Pages that are too long
Large Images Slow Your Website
Beautiful imagery is an essential part of every website, but with some, it can be too much for the website to handle. Using high-resolution and uncompressed photos on your website can severely affect page load time, which will in hand bring your organic ranks down.
Heavy Javascript Loads
A lot of websites make use of javascript animation and functionalities. Some of these include chat portals, on-page popups, and interactive web elements. With all of these together, it can slow down the speed of your website, and it makes it heavy for slower internet connections to load.
Pages Have Too Much Content
Brands try to shove too much information on pages. It’s important to make your pages concise and simple to read, and most importantly fast to load. Loading time can severely impact your user experience and over time bring your organic ranks down.
Most CPG Websites Need Influencer Marketing
Influencers have been a tough topic to talk about over the past 5 years. The process has evolved from an essential piece of digital marketing to figure out which influencers are actually real.
Purchasing likes, followers, and engagement can severely damage your ability to understand if a social media image will fit into your brand. I am good at this.
Influencer marketing will do a couple of very important things that no other user channel can accomplish like:
- Connecting your product to a completely unique demographic
- Promotion and curation of recipe content
