Marketing Strategies for CPG Companies

Staying Top Of Mind To Succeed

Buying a new tube of toothpaste is much different than buying a new car. When buying consumer packaged goods (CPG) there’s much less research involved. Decisions are typically made on a whim.

Consumers have low switching costs compared to other industries but can only switch to brands they’ve heard of. So for CPG brands, your digital marketing strategies need to increase brand awareness, first and foremost.

You need to create demand by staying top of mind. Then maintain it by nurturing brand loyalty. That’s how we drive sales for your sustainable CPG brands through a proven mix of values-driven digital marketing strategies.

¹https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/consumers-care-about-sustainability-and-back-it-up-with-their-wallets

Industry Challenges

Some of the common challenges you’ll face while balancing purpose with profit:

Market Saturation

Whether competing against industry giants with loyal followings like Coca-Cola, P&G, and Unilever, or small brands targeting highly specific niches, being able to differentiate your products helps consumers remember you when it’s time to purchase.

Consumers Want Greater Sustainability

Consumers are becoming more environmentally conscious. A McKinsey study found products with ESG-related claims had 8% greater cumulative over the past five years compared to products without claims.

Low Consumer Switching Costs

Unlike switching cars, switching toothpaste or bottled water brands is something consumers do very easily. As customer loyalty declines in the CPG industry, understanding how consumers develop preferences is the key to attracting and maintaining new customers.

More D2C Purchases

Consumers are increasingly buying package goods online and avoiding physical retailers altogether. The digital equivalent of displaying your products at eye level is getting in front of consumers with digital marketing.

Promoting Your Sustainable Brand And Products

We offer a comprehensive suite of digital marketing services perfect for the CPG industry.

SEO (Search Engine Optimization)

With the right SEO strategy you can make sure consumers find you while searching for relevant products. Building brand awareness and trust are our focus with keyword research, on-page optimization, link building, and content creation.

Use keyword rich product descriptions to improve visibility. Make sure to include sustainability-related keywords to capture environmentally-conscious consumers.
Use content marketing to highlight your sustainability efforts and publish relevant guides. Focus on building backlinks from websites with similar values and audiences relating to environmental concerns.
Build trust and attract new audiences by creating content that answers the most common consumer questions about your product relating to environmental and social concerns.

More About SEO

PPC (Pay-Per-Click) Advertising

PPC campaigns should be used primarily to build brand awareness and nurture brand loyalty. Whether on search engines, web pages, or social media platforms, we create highly targeted ads that keep your brand top of mind.

Let your unique brand identity and personality shine through in a variety of messages. Test different targeted messages to see what resonates with consumers.
Explore alternative platforms like Reddit to reach new and niche audiences.
Highlight any sustainability efforts in ad copy or run campaigns promoting environmentally-friendly products and initiatives. This is a great way to win over green consumers and strengthen your positioning in the market.

More About PPC

Web Design

If you sell directly to consumers, your website needs to be optimized for a smooth shopping experience. If you’re not a D2C brand, your website still needs to be accessible and easy for visitors to find out where to buy your products. Regardless of your brand’s needs, we create visually appealing, user-friendly websites that engage visitors and drive sales.

Ensure web design allows for smooth UX and site responsiveness, use clear categories and filters to help users find what they’re looking for.
Consumer behavior is heavily influenced by other shoppers, so let fans of your brand do your product marketing. Leverage user-generated content as social proof on your website and social media.

More About Web Design

Email Marketing

Email marketing is still one of the best tools to keep customers engaged, informed, and loyal. With personalized email campaigns you can connect regularly with your customers so they always think of you when they make quick purchases.

Properly segment email marketing campaigns to guide your customers through their journey, from being aware of your product to developing a preference for it.
Keep customers in the loop with promotions, new products, and customer loyalty programs. Share any content and social proof in newsletters that strengthens your brand image.

More About Email Marketing

Drive Awareness And Sales For Your CPG Brand

Digital marketing in CPG is about getting in front of the right shoppers at the right time with the right message. It’s about staying consistent to stay top of mind. We collaborate closely with your in-house teams to ensure your messaging is engaging audiences and driving results across channels.

Let's Talk Strategy

Our Process: Deeper Roots For A Wider Reach

Discovery & Strategy

Every client (we call them Partners) gets a customized strategy. We learn everything we can about your organization and your audience before crafting a digital marketing strategy designed to help you reach your goals. Whether it’s a new website, or ongoing SEO and Paid Media services, we always start with an audit and strategy.

Execute

Long-term, sustainable growth requires laying the groundwork from the beginning. Depending on your needs, in our Execute phase, we implement SEO best practices and craft ongoing content strategies. Our paid media experts and design team writes and designs your ads, creates custom audiences, and design persona-based landing pages. The web team designs your project, builds your website and brings your vision to life.

Evaluate & Accelerate

Accelerate is the ongoing work of A/B testing, optimizing campaigns, producing new content, or maintaining and updating your website. The ongoing work is where the magic really happens. We’re obsessed with always finding ways to squeeze more value out of your website, ad campaigns, or content. We also love to pivot current work to address changes in the market or your industry.

A Custom Website For An Oregon Favorite

There’s little better than enjoying a cold Buoy Beer, on a hot day. The Astoria, Oregon craft beer company contracted with design firm, Revere to redesign their website. We were called in to partner for strategy and web development.

How'd you do it?

Why Choose Intuitive Digital

Choosing Intuitive Digital means partnering with a B Corp Certified team of experts who know how to promote your products. But we’re also fun people! Here are just a few reasons why you’ll enjoy working with us:

Industry Expertise

With years of experience marketing within the industry, we know what works for financial services companies.

Proven Results

Our track record of success is a testament to our effectiveness. Check out some of our featured projects.

Values Driven

Intuitive Digital was founded with four core values that we still use today: Build long-term relationships, Do what’s right, Create fun, and Continuous improvement.

Certified B Corp

We believe in people and the planet before profit, and we love working with organizations that share that value. To expand our values-driven culture, we have been a certified B Corp since 2020.

Intuitive Digital Guarantee

We promise to provide clarity, transparency, and responsiveness in everything we do for you. Otherwise, we will waive the 30-day cancellation policy and work with you to transition to another agency at no cost.