What marketing ways should choose companies offering FMCG products?
If you start your business in Russia and sell FMCG products, you should know the most effective marketing methods to promote them.
In this article we will explain how to do it, taking into account particularities of Russian market.
FMCG products market in Russia
In Russia FMCG commerce segment growth in 2019, the volume of sales in monetary terms grew more than twofold. At the same time, offline FMCG segment growth is at a paltry 4%.
Online shopping is becoming increasingly popular in Russia: 90% of internet users have made at least one purchase online in the last couple of years.
As a result, FMCG purchases are shifting to the online sphere, leading to double-digit growth for online categories with stagnating or barely growing offline sales. For comparison: coffee, shampoo and cat food sales online grew by 125%, 103%, and 122%, respectively, while offline in retail stores the growth was at 0%, 2% and 9%, respectively.
According to this statistics, you could understand that it is more profitable to promote your business in Russia online.
By creating informative content, you can drive conversation among your consumers and build strong communities. Having a solid community is crucial to developing a loyal consumer base.
Also clever use of content marketing is essential because it helps establish your authority in the space. It helps brands 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 as well as including strategies for content amplification is crucial because it drives consumers to your website, enabling them to become more aware of your brand.
So it is indispensable for you to have a good-developed blog on your site or maybe create a different project. A perfect example of the last one is a Tinkoff journal which was invented of Tinkoff Bank where authors tell about their experience in all spheres of life.
Digital marketing 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 VKontacte, Instagram posts and much more.
If you develop your communities in Social Media, you will have a good channel to increase loyalty of your target audience and to attract new buyers.
Videos have emerged as one of the most consumed forms of content. The massive growth of platform like TikTok in Russia is a testament to this renewed interest in video content. Because of this, any successful digital strategy for an FMCG brand should include a strong video strategy. One of the main advantages of using videos for your product is the unlimited room for creativity it offers.
Influencer marketing is proving to be one of the most important digital marketing trends in FMCG. Through the use of influencers, your brand can tap into their huge number of followers and increase consumer awareness of your products. Influencer marketing is also very useful for FMCG brands because consumers are more likely to believe in the credibility of your brand when an influencer whom they trust recommends it to them.
Drip email campaigns are one of the most effective lead nurturing strategies. These automated mails 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 helping influence the consumer decision making process.
Automated emails which are sent when consumers abandon their shopping carts are particularly effective, because it pushes the consumer to complete the purchase. Drip emails also help you retarget consumers who have already purchased your products. Research show that consumers who have purchased your products in the past are more likely to do so again in the future.
Some tips to run your advertising campaign in Russia
- If you want to succed in promotion FMCG products in Russia, take into account regional particularities of Russian market.
- Try different channels of marketing.
- Run a smoketest if you aren’t sure if your product or service are really in demand among target audience.
If you are looking for the best digital marketing agency in Russia, reach out to us and grow your business.