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If I Were in Charge of Marketing at Blue Apron


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I'm a big fan of Blue Apron - and a big fan of startups in general. Recently I had a chance to talk with the founders and discuss how they might improve their marketing at Blue Apron across all channels.

While this is far from comprehensive, I touched on a handful of things they could improve immediately as it relates to SEO, SEM (Adwords), Social (Facebook, YouTube), E-mail and the website in general.

If I Were in Charge of Marketing at Blue Apron

  1. 1. 1
  2. 2. 10,000 FOOT VIEW … FROM AN OUTSIDER Health Conscious Aspiring Chefs Affordable Eats Membership 2
  3. 3. INCREASE MEMBERSHIP THROUGH PERSONA TARGETING Digital Jon is a web savvy and frequent online shopper who always has his smartphone at arm‟s length. He enjoys engaging with friends on social networks (specifically Twitter, Instagram and Facebook). As a result, he is very active on social networks as an influencer. Digital Behavior: Because of his online activity, he can be easily influenced by promotions and advertising and is regularly exposed to competitors. As a frequent online shopper, he regularly engages in publishing product reviews, niche and general forums, likely to take advantage of “similar product” offers and “how to” or instructional videos. SHOPPING AND DIGITAL BEHAVIOR LEVEL OF ACTIVITY IN SOCIAL NEVER (Once per month) DAILY MOBILE AND TABLET USAGE NEVER HIGH Content Creation Insight: As a regular consumer of digital content, Digital Jon is receptive to dynamic info-graphics, how-to guides, mobile shopping apps as well as remarketing and contextual advertising. Content should appeal to his visual nature via words and images. Recipes or guides should be showcased in the context of how and why products are used together or are properly prepared. HOW HE SHOPS DIGITALLY DIRECTED EXPLORATORY Content Creation Ideas: • Top 10 steak recipes • How to slice kumquats • etc. 3
  5. 5. KEYWORDS 5
  6. 6. IT HAS TO START HERE … Solution Seeking Discovery Phase • • • • • free recipes meals by ingredient meals with ingredients ingredients for a meal easy dinner recipe Decision Making Keyword Coverage • • • • recipe for fajitas easy lasagna recipe healthy dinner recipe gluten free recipes • • • • meals delivery service delivery grocery service meal delivery service cook delivery service • • • Awareness LOW-INTENT LEVEL HIGH IMPRESSIONS Consideration Intent MEDIUM-INTENT LEVEL MEDIUM IMPRESSIONS blue apron meal delivery blue apron food delivery blue apron meals Purchase HIGH-INTENT LEVEL LOW IMPRESSIONS 6
  7. 7. TO IDENTIFY OPPORTUNITIES … Paid Search Social Media Facebook Ads Keyword Content Creation SEO Link Building Twitter Keyword Ads 7
  8. 8. AND INCREASE TARGETED TRAFFIC “Striking Distance Keywords” are defined as an organic keyword ranking between positions 11-20 – or page 2 of search results. • Moving striking distance keywords can be less challenging because of the existing relationship between page & keyword. • Examples include: – – – – – new york food delivery service how to slice meat mole enchiladas recipe aprons recipes turkey burger sliders 6 273% increase in search traffic when moving from position 11 to 6 12 * Estimates based on Slingshot SEO‟s click-through curve 8
  9. 9. PAID SEARCH 9
  10. 10. PIMP THE AD AND THEY WILL JOIN Sitelinks E-mail Extensions Social Extensions 10
  11. 11. RE-ENGAGE USERS EXPOSED TO THE CONTENT 1. Person A visits a Blue Apron recipe page 2. Person A is later reading an article on healthy recipes on 3. Person A is served a text ad promoting free healthy recipes 11
  12. 12. SOCIAL 12
  13. 13. FOCUS ON THE “WHAT” AND THE “WHEN” … 13
  14. 14. AND DIVERSIFY THE CONTENT Job listings … Inspiration … Founders / Employees … Non-recipe … How-To / Video… 14 Sources: Warby Parker & Everlane
  15. 15. YOU’VE GOTTA PLAY THE GOOGLE+ GAME “Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance.” Eric Schmidt (former CEO of Google) Give your bloggers a “face” and your content “authority”. Enjoy increased site traffic. 15
  16. 16. THAT MEANS GOOGLE+ IS A MUST Optimize your posts Index new content fast! Google’s New “Submit URL” Box Connect with influencers to trigger notifications: 1. Mention them in a post 2. Share a post with them directly 3. Share a post and you're in a circle they subscribe to 4. Comment on a post they created 5. Comment on a post after they comment on it 6. Add them to a circle 7. Suggest new people to add to their circles 8. Tag them in a photo 9. Tag one of their photos 10. Suggest a profile photo for them 11. Comment on a photo after they comment on it 12. Comment on a photo they are tagged in 13. Comment on a photo they tagged 14. Start a conversation with them 15. Send them an invitation or update an event 16. Remind them about events 17. Any activity on events they created 16
  17. 17. DON’T FORGET VIDEO Opportunity knocks! 17
  19. 19. SEO 19
  20. 20. ATTENTION TO DETAIL MATTERS Opportunities: • include mention of „free‟ and „recipe‟ in title tags • meta descriptions should be limited to 165 characters and include a call to action – average meta description is 377 characters long. 20
  21. 21. IMPROVE RESULTS WITH INTERLINKING • 25 pages across the site have zero internal links – creating orphaned pages • 157 pages across the site have less than 2 internal links 21
  26. 26. GO AFTER THE LONG-TAIL WITH CATEGORY PAGES Create landing pages focused on segmented content: • 30 minutes meals • desserts • chicken recipes • healthy recipes • top rated recipes • steak recipes • mexican recipes • recipes with ground beef source: 26
  27. 27. LEVERAGE THE TRIAL OFFERS re-engage the evangelists! offer them a free trial! 27
  28. 28. AFFORDABLE CONTENT MARKETING content creation tracking content promotion content publishing evaluation 28
  29. 29. ENCOURAGE E-MAIL INTERACTION SHARING • Forward to a friend? • Subscribe to the blog? • Join the RSS feed? • Join social networks? – Twitter – Google Plus – Facebook – Instagram 29
  30. 30. THERE’S LOTS MORE! 30
  31. 31. THANK YOU! 31