Great Grocery Store Content Marketing Campaigns Done Right
Blogs and technology are the kings and queens of online “royalty.” The best Chicago content marketing agency can combine them to make your grocery store flourish.
You and the team can create a compelling ad that drives Internet traffic and converts leads with these five strategies:
- Maximize technology to create a unique customer experience.
- Build a solid, iconic brand that people will not forget.
- Get the community involved for higher engagement and inspiration.
- Be authentic to stand out.
- Add value to your business through education.
The market is big, but the competition is fierce. Give your shop the best chance to thrive. Read more of these tips below. Let’s go!
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1. Maximize Technology To Create a Unique Customer Experience
The era of long, technical blog posts and articles about how to shop or compare prices is waning. Consumers, especially younger ones, crave a more immersive experience.
They seek more ways to interact with your products and, in turn, make more informed buying decisions.
How do you give it to them? Exploit the latest technologies.
Walmart, for example, has been experimenting with augmented reality in its apps. So is Ikea. Patrons can now visualize how furniture and home decor items look in their homes.
Other innovations you can use include:
- Voice-activated systems that allow customers to order groceries by talking or texting commands.
- AI-powered chatbots guide customers to their desired products.
- Virtual reality (VR) experiences that make shopping feel like a game.
- Interactive displays with real-time product comparisons.
- Virtual tours of the store and products.
- Videos, including short-form content.
- Social media ads and posts.
2. Build a Solid Iconic Brand That People Will Not Forget
What do some of the biggest grocery and food brands have in common? Recognition. People everywhere know their iconic brands.
They are perfect examples of the Zajonc effect, also called the mere-exposure phenomenon, which refers to the idea that people prefer familiar things.
How do you apply the same strategy to your grocery store's content marketing plan? Here are some ideas:
- Be consistent in your messaging, colors, and logos across all platforms.
- Choose simple but eye-catching visuals to stand out.
- Create easy-to-remember taglines or slogans to help set your shop apart.
- Build trust with customers by highlighting your values and mission statement.
3. Involve the Community To Create Higher Engagement
People love relatable stories. Most importantly, they like feeling part of something bigger than themselves. Grocery stores can tap into this emotional connection by involving the local community in their campaigns.
Consider the "My Starbucks Idea" campaign. Launched in 2008, the platform put engagement into overdrive.
In it, customers could share concepts they wanted the brand to try. They could also choose their favorite entries and see a leaderboard for the top contributors and most-voted ideas.
This ingenious user-generating marketing plan worked. It gathered over 150,000 ideas and brought thousands of customers together. Most of all, it gave birth to cake pops, mobile drive-thrus, and the pumpkin spice latte, with over 30 million sold annually.
While you are not Starbucks, your grocery store can borrow some of their ideas to increase engagement:
- Invite your customers to leave feedback. For example, you can reward them with discounts or free items when they answer surveys.
- Create user-generated content (UGC) campaigns and ask your customers to share their stories.
- Organize community events, such as cooking classes or competitions.
- Promote local partnerships to add more value to the experience.
4. Be Authentic To Stand Out
Last year, Kind surprised consumers with two things:
- A secret farmer’s market tucked inside one of the vending machines in New York.
- A counterintuitive campaign that says they should stop eating Kind bars.
This is not the first time the protein snack bar brand has made headlines for breaking the rules. They were among the first to jump on the transparency trend and claim to use simple, natural ingredients.
It launched a campaign against its rival, Clif, in full-page newspaper ads and on TV. It also created a database of the hidden ingredients in other snack bars.
Despite these bold moves, Kind continues to grow and earn massive revenues. It enjoys a multi-billion-dollar valuation too.
Why? Because people view the brand as authentic, making it trustworthy.
As a grocery store, you can use these same strategies and integrate them into your content marketing strategies:
- Use your online platforms to showcase the store’s values, such as sustainability, community involvement, and donations to charitable organizations.
- Publish high-quality recipe content consistently. It empowers customers to feel more confident in the kitchen.
- Use personalization software to capture data and analyze customer interactions to improve customer engagement and voucher programs for loyal customers.
- Share stories of local farmers, producers, and manufacturers to emphasize the quality of products and strengthen relationships with local community members.
5. Add Value to Your Business Through Education
Not everyone who shops knows what they need. If your store can add value to this journey, customers will reward you with loyalty faster than you could imagine. For example, Whole Foods offers educational content through articles, videos, and cooking classes on its website.
Its Health Starts Here program is particularly successful, providing customers with better nutrition options through recipes and meal plans tailored to their needs.
You can make this your blueprint while educating your consumers through:
- In-store workshops and events that target specific customer needs.
- Videos or live streaming sessions to highlight products, features, and benefits.
- Online tutorials and how-to guides to demonstrate the use of products.
- Blog posts and articles to help customers understand the importance of choosing quality products.
- Q&A forums and chats to get direct customer feedback.
The grocery world is competitive. To stay ahead, retailers must do more than just offer the lowest prices.
Integrating user-generated content, authenticity, and education into your marketing strategies can drive customer loyalty and engagement. When done consistently, they translate to increased sales and better profits.
If you need help with any of the above strategies, Digital Authority Partners (DAP) can provide the expertise and experience to get your content marketing campaigns off the ground. Contact us today to learn more.
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