No matter how innovative brands research and develop their products, it’s the customers who decide how that purchase decision will be made. Today’s consumer is savvy to marketing efforts, and is more likely to purchase based on their own research than on ads alone.
This doesn’t mean that it’s impossible for brands to influence a customer purchase. Testing design assets, segmenting audiences for purchase history and researching consumer interests can all help brands target the right users. Before thinking about location technology or creative approaches to advertising, remember that there are already plenty of consumers who buy your products or buy your product category — purchase information can be a very powerful tool for digital marketing efforts.
First-time buyers and repeat buyers alike look online to consider what brands fit their price, quality specifications and other needs online or in-store. Throughout their search, they develop online shopping habits that lead them to discovering content affecting their purchase decisions — if your products are not visible to buyers online, they will choose another brand.
The content they discover while shopping will inherently influence their opinion post-purchase. Purchase history is the strongest indicator of purchase intent— merge acquisition and retention tactics to create one cohesive, customer-centric decision journey among many different digital channels like Pinterest, display ads and blogs.
Maximize Pinterest Efforts With Search Tactics
Leveraging eye-catching photo and design assets is a great way to improve purchase consideration as the first step toward a more detailed consumer journey. As a medium focused on the best ways to align brand messaging with user needs, Pinterest is perfect for brands interested in creating experiences focused on sharing stories audiences want to see.
Though it may initially seem like a strictly visual medium, what makes Pinterest special is its search capabilities. SEO tactics translate well to Pinterest’s keyword-specific platform. More and more we are seeing Pinterest as a place collecting text-heavy content like recipes and blog posts. As a result, Pinterest is a great place to position CPG brands as more authoritative, credible, and visually appealing to new audiences and loyal customers. As an added bonus, each pin creates another backlink, helping increase acquisition from search exposure with optimized, keyword-focused content.
Kraft-Heinz uses Pinterest to distribute their recipe library across two channels: Kraft Recipes and Kraft Cheese. This is a great way to reach users as they look for dinner ideas with actionable content. To take it one step further, Kraft-Heinz could engage with the user-generated content their recipes create and repin some of the best images. Featuring user-generated content expands Kraft-Heinz’s Pinterest strategy from content distribution to brand advocacy by empowering its loyal audiences with the spotlight. From a customer perspective, even a repin signals to them that their loyalty has paid off enough to be noticed by their favorite brands.
Experiment With Display Marketing Best Practices
It can be difficult to measure how well design assets will perform. Extensive research and testing before a display ad goes out into the wild is required in order to ensure brands get the best out of their design investment. Retargeting after the first impact with a display ad provides an adaptable way to reach new customers and improve brand consideration with visuals in key online locations.
It’s important to place the right kind of display ad in front of the right people requires extensive audience research. Traditionally, customer segmentation is done using age and gender exclusively, but there are more options to gain a competitive advantage on ad spend. Use purchase data to segment audiences to include current or potential buyers.
Additionally, define your target consumers and learn what sites they visit most — with this information, it will be easier for brands to identify consumer interests and buying habits. For example, if the viewer of a milk ad is lactose intolerant or doesn’t like milk, the ad will never lead to sales.
Examine your audience intelligence depth and line up your data across all channels to better inform your ads. That way, paid ads are only shown to people who are likely to buy. Even if it may not convert all viewers into buyers upon initial contact, each consecutive ad impression increases awareness, brand consideration, and additional opportunities to convert by targeting ads toward people most likely to buy.
Motivate New Customers Through Influencers Programs
It’s challenging to reach every audience with content specialized for their interests, but brand ambassadors make it easier. For packaged goods, it’s even harder — customers want to know as much as they can about the product before they buy. They look for reviews from consumers who have purchased the product already. If your goal is to find new customers, consider using brand influencers to promote positive awareness of your product and to reach untapped audiences via search, social media or word-of-mouth.
What makes brand ambassadors unique is that they represent and promote your company through their owned media — their online content reach and credibility can help customers build trust with your brand. By sponsoring content, a brand can create digital assets that convert a brand ambassador’s loyal, engaged fanbase to your latest customers.
Blue Apron, a subscription service that sends ingredients and recipes to your mailbox, sponsors blogs capable of expanding their readership and improving consumer buy-in. Influencers know the best way to write for their fans — all the blog needs is a link to a promotional landing page and Blue Apron receives targeted traffic more likely to convert potential subscribers into customers and brand advocates themselves.
When looking for the best brand ambassadors, it’s imperative to find content creators that already complement your brand. It can be difficult to find the right fit and audiences to match your content strategy, but the reach is well worth the effort. Their owned content creates a space that improves purchase intent for an audience proven to be engaged.
It’s important to consider new ways to show your content, especially for brands where the packaging is everything — find untapped audiences engaging with content on different channels like Pinterest, display ads and influential blogs. These channels help bring targeted audiences back to your brand site to make first-time purchases or become repeat buyers.