What’s the focus of a consumer brand website that’s not ecommerce?
Critical market research and brand reputation.
Utilising data capture on a non-ecommerce FMCG brand website can provide businesses with highly valuable information on their customer-base. Data gathered can highlight customer preferences on products, their demographic and new avenues and targeting for future marketing strategies. Gathering this data ensures a business can develop an impactful FMCG digital strategy. Data capture can be done through on site data capture and traffic analysis, while the website as a whole builds your brand reputation.
Don’t overlook the collection of visitor email addresses; it seems so simple but email marketing is still a highly effective method. Adding a simple sign-up to your website, even a pop-up (abiding by Google’s interstitial rules), can mean that you keep in touch with your consumers; highlighting offers, subscription services, things they might like (learning about your demographic via traffic analysis, see below), and launching new products. This targets pre-qualified customers who are already interested in your products and, so, will increase the potential of them to make off-site purchases. You can choose to either make this sign-up super easy with only an email address, or use it as an opportunity to get some additional information, like age or sex. This can then inform your other marketing efforts.
Surveys, coupons & discounts
Collecting user-opinions from website visitors is one of the best ways to create marketing strategies and product plans. For example, a drinks brand website can ask customers about what they like about a specific drink and if they would like to try out a different flavour. From the information gathered, new products are launched and existing products are modified. These surveys can be incentivised by coupons and discount offers, which will then encourage people to make offline or third-party purchases. Make sure that the user experience on your website is smooth, so that visitors can participate in the survey without feeling distracted.
Google Analytics has a lot to offer in their affinity and interests sections. Knowing your demographic and developing marketing campaigns that specifically target them ensures you are heading towards your ideal ROI. Analysing demographics and interest data in Google can highlight age, gender and interests. This can show marketing targeting options in marketing streams such as Social. Equally, it can show you what things your customers are interested in, which can open up new avenues for marketing; i.e. a sports drink company may choose to advertise in football stadiums if their customers are interested in football.
This can be considered when it comes to user location also. For example, a food brand website can easily analyse traffic location to understand the categories of food preferred in certain regions. This helps them decide product promotions for that specific area. A business can utilise these results to make their offerings much more attractive and to formulate unique and effective marketing strategies.
Telling your brand story
A website is a medium to build an online reputation. In a survey conducted by Bright Local it was found that 34% of consumers find businesses with a clear and responsive website as being more credible. Younger people are more influenced if the website had an attractive design, while those in the 18-34 age group were twice as likely than those aged older, to contact a business if it had a website.
Your brand’s history
A website is a good way to giving customers an in-depth view of your brand and why they should choose you. You can depict the history of how your company was formed, Glenmorangie is a good example of this, where it sources the raw materials and the people involved behind the scenes who make the business successful. People like to know more about where they spend their money.
Your brand in everyday lives
Stories are what moves people and drive advertisements. Everyone loves a good story. Talk about usages of the branded products in daily lives. For example, if your company sells cars, talk about journeys the prospective customer could take. If you sell food, talk of recipes, like Deliciously Ella and make them shareable. If it’s real estate, talk of the increase in quality of life once they move in. Tell stories about the end-result of investing in your brand.
Your brand up-to-date
Public companies list information needed by the shareholders on their website. Besides this, career vacancies, partnership opportunities, something new that’s happening with the brand or anything that the customer should know about are all given on the website.
There’s more to selling online
Other than selling, there is a lot of interaction that ultimately influences your sales and brand. If you’re an FMCG brand website that doesn’t focus on ecommerce, don’t miss out on all the other opportunities your website has to help in the growing of your business.