The CPG Digital Audit

CPG Brands Need A Digital Marketing Strategy

More than 90% of Americans actively use Facebook, Instagram, and/or YouTube. More than 70% of internet usage is via cell phone. More than 70% of content consumed is by video.

CPG brands must focus heavily on digital marketing. If they don't, they're simply at a disadvantage and will quickly fall further behind. These aren't yes/no questions. They need to be "audited." There needs to be detailed answers to these questions and each should involve a brief discussion.

Who's the customer?

Successful brands know the age, gender, interests, education, occupation, income level, relationship status, language, buying motivations, buying concerns, geography/location, etc. of their customers.

Who's the competition?

Successful brands know the competition. They know why they're different. They know where they fit in. They know what they do better.

What's the budget/cost structure for competing inside retail stores? 

Are products priced to account for making a fair profit, manufacturing, packaging, branding, wholesaling, sales (food broker or internal staff), distribution, retail markup, digital marketing/advertising, slotting fees, demo events/taste testing, store promotions (print & display), returns, and possibly more?

Is the brand messaging clear? 

Does it address a customer need/problem? Does it communicate a benefit to the buyer/customer? Does the sales presentation (for food buyers) clearly communicate the message,  include sell sheets, industry data, competitive research, FAB's, demo videos, high quality product photos, etc.

What's the digital marketing strategy?

As mentioned, more than 90% of customers are actively using Facebook, Instagram, and/or YouTube. The brand strategy must include these platforms...in a big way. An easy way to find out if the brand is currently advertising on Facebook is to visit its Facebook page. Look on the left side for "Info and Ads." Click on the link. If there's nothing there, the brand is not currently running ads on Facebook.

Is the website user friendly?

Is the website responsive? On a desktop computer, the easy way to check is to grab a corner of the browser and see if the website content changes/shrinks/expands as you change the size of your browser window. The website must also be current. It must communicate your brand effectively.

Is the content compelling?

Compelling content (at least today) is video. For brand building purposes, every brand should be creating 3 types of videos. They are: awareness videos (share its story, social proof, testimonials, etc), engagement videos (entertain, inform, educate, etc), and conversion videos (sell, gather leads, etc.).

Is the brand tracking website visitors, etc?

Successful brands track visitors. There's a free Google plug-in called "pixel helper" that helps you know if a brand has installed the Facebook pixel on its website. This pixel is code that tracks Facebook users and allows the brand to market directly to users on Facebook and other partner sites.

Is the website secure?

In 2018, Google started requiring all websites to have a "secure" URL. This means, if the website does not have an "https" at the beginning of its url, it will show a warning when visitors visit the website. It's also believed to negatively affect a website's search results and will likely reduce traffic.

Is the brand building a captive audience?

Followers and likes are ok. It's more important, however, that the brand gathers important customer data like phone number, email address, and/or access to FB messenger accounts. Chatbots are the best way (today) to gather this information and build a relationship with prospects.

Are they using the information strategically?

The information they gather (via Facebook pixel, Google re-marketing tag, email addresses, etc) should be used to create custom audiences and lookalike audiences they can use in ad campaigns on Facebook, Instagram, and YouTube.

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