In a rapidly changing world, consumer needs are ever-evolving. Understanding the shift and responding swiftly enables business continuity. As customers show up in droves, the resulting increase in online grocery ordering has left platforms scrambling. To build fulfillment capacity, grocery retailers are partnering with online grocery marketplaces.
As a result, there is fierce competition in the industry. As a result, grocery marketplaces are under constant pressure to boost their digital marketing strategies to maintain market share. Making multichannel digital marketing strategies the centerpiece helps to capitalize on the best possible solutions. Listed below, the top 12 digital marketing strategies for grocery marketplaces to reap long-term rewards.
Digital Marketing Strategies for eGrocery Marketplaces
1. Selecting your Target Audience
Before developing a grocery marketplace, the foremost thing to consider is the target audience and its relevance. What a marketplace has to offer, is it aligned with the user’s requirement? If yes, is the requirement being fulfilled?
If the offering matches the requirement, then customers will be gained. On the other hand, if a grocery marketplace takes “everyone” as its customer, then the marketplace will become irrelevant as everybody’s needs cannot be identified and fulfilled.
Knowing the potential audience of your grocery marketplace and targeting them will weave a way for the platform’s success. Researching profusely regarding lifestyle, interests, demographics, and more will give you an idea of your target audience and their needs to be focused on.
Honing in on a distinct target helps in making precise and easier decisions. In addition, having a defined target audience will help you strategize your marketing campaigns effectively.
2. Search Engine Optimization
SEO is a critical component to gaining online visibility. With Google being the most popular search engine worldwide, ranking high in the search result is crucial for a grocery marketplace.
By using relevant keywords, maximum benefits can be reaped to improve the search engine ranking. With a good rank, the chances of catching the attention of a prospective client increase, which is pivotal for better conversion.
SEO will improve the customer count for a grocery marketplace by finding relevant keywords, creating content that helps in better ranking, back-end optimization for better performance, and faster loading speed.
Further, with time, SEO will build an influence on your website. For example, when people conduct search queries, the visibility of your grocery marketplace in the list of top searches will make a huge difference.
3. Social Media Marketing and Advertising
Social Media is a powerful tool that is quite popular among the masses. Through a strong social media strategy, harnessing its power allows marketers to promote the grocery marketplace and engage with potential clients.
Marketing on social media platforms like Facebook, Twitter, LinkedIn, Instagram, and more, allows better audience reach. This can lead to significant growth of the online and offline presence of a grocery marketplace platform. Marketing on social media can be of two types.
- Social Media Marketing
- Social Media Advertising
Both social media marketing and advertising are effective. The main distinction lies between paid and unpaid methods.
Social Media Marketing: Refers to unpaid methods like social media posts.
Social Media Advertising: It is a component of marketing and refers to paid methods like PPC ads.
4. Building Brand Consistency
Keeping the brand consistent across every platform while advertising on various social media platforms is important. People need to recognize the grocery marketplace, regardless of the platform.
Brand consistency helps in building better brand recognition. In the long run, it makes it easier for customers to remember your brand. Having similar profile pictures across all platforms is the first step towards building brand consistency.
When it comes to content, the tone should be aligned with the brand value. Having a consistent brand identity delivers a cohesive and comprehensive experience to existing and potential customers.
5. Content Marketing
Creating content that is SEO-friendly and unique is the most critical factor while marketing a grocery marketplace. When industry-related content is posted with relevant keywords, it drives traffic and increases user engagement.
Content marketing efficiently enhances brand value and increases brand awareness. Let’s consider blog publishing. Having a steady stream of content via blogs at regular intervals will garner audience attention over time. Following this strategic approach might increase inbound traffic. A few topics to write about are:
- Loyalty programs
- Product Features
- Shopping Tips
- Industry News
6. Influencer Marketing
Another big advantage of digital marketing is influencer marketing. Many people these days work as influencers who have a good following on social media platforms. They are well trusted, like family, friends, or celebrities.
Being able to use influencer marketing for your brand’s awareness is a good strategy. First, it helps in generating people’s trust in your grocery brand. Second, as their viewers can easily be converted to potential clients, leveraging influencers to market your grocery marketplace will lead to a surge in conversion rate.
7. Power of Email Marketing
Marketing via email is a great way to reach your target audience. It is considered one of the best strategies to get engagements for your online grocery marketplace as messages in mass quantity are sent via emails.
Email marketing can be used for various purposes. For example, welcoming a client, informing regarding promotional offers, driving sales, and building a community around your brand – like with a weekly newsletter. But the main goal remains to generate leads and increase sales.
Various tools, such as Mailchimp, can measure the success of an email marketing campaign. But to entice customers to click and read the mail via engaging content is vital.
8. Mobile App Marketing
Applying unique mobile app marketing strategies increases app downloads and user engagement. For example, your grocery marketplace’s application will be optimized using mobile application strategies that involve ASO (App Store Optimization). This will lead to a higher app ranking in search results.
9. Pay-Per-Click (PPC) Advertising
PPC is an online advertising method using which businesses run paid ads. When a user clicks on the ad, only then is the advertiser charged. Hence, the name ‘pay-per-click.’
There are various kinds of PPC ads like video ads, shopping ads, and more. But the most popular is the paid search ad. These ads appear on search engines like Google. When people run a commercial search, it implies that they are looking for a product to purchase.
For a search campaign, selecting a goal like an increase in sales or leads will be beneficial. Further, monitoring PPC campaigns help in ascertaining that most of an advertisement is made. Campaigns like these drive traffic to your online grocery platform, thereby increasing the rate of conversion.
Having a good design for your grocery marketplace is of utmost importance. It directly impacts the perception of your audience regarding your brand. The final goal of anybody who visits your website is to find the information they are looking for quickly and without hassle. So the marketplace design should be easy to navigate and aesthetically pleasing.
Having a clean and well-managed design builds the trust of visitors. Once trust is established, visitors can potentially turn into clients. They will rely on your products and services without any doubt. This will lead to an increase in business.
11. Using Social Media Platforms for Customer Service
Social media platforms can be used for customer service as there might be people among the audience who might comment on your social media posts to complain, ask queries, or report an issue. The way you respond (to resolve the situation) lets your followers know that you care about the satisfaction of your clients.
By replying to the comment tactfully and swiftly, you seize the opportunity to inform and educate your audience, apart from resolving issues. Having such interaction where a negative comment is turned into a positive feed helps garner new and loyal clients. Moreover, by taking control of the situation and not shying away, you show current and potential clients; you take their feedback seriously.
12. Encourage Subscription
For sustaining a business, having a loyal customer base is critical. Therefore, partnering with grocery retailers and reliable delivery staff and providing great customer service is valuable.
As online subscriptions amplify the customer base, vendors and customers can both be encouraged for digital subscriptions. For every Subscription, offer something in return, like:
- Additional discount to subscribers
- First access to information (regarding items in stock, high demand product release, and more)
- Free and prime delivery on Subscription (for customers only)
Additionally, point-based reward systems (customer loyalty programs) help in attracting and retaining loyal customers.
To create a utopia of success, it is imperative to harness the power of various grocery marketplace marketing strategies mentioned above, as they will resonate with the grocery marketplace owners. In addition, investing in them by following a holistic approach will help captivate client intent and engagement. And, if sophisticatedly implemented, there will be a substantial increase in brand exposure, leads, and business revenue over a period.