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michaelandy101-blog · 4 years ago

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Getting Began With Your First Pinterest Advertisements Marketing campaign: Step-by-Step

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Getting Began With Your First Pinterest Advertisements Marketing campaign: Step-by-Step

Who Will You Discover on Pinterest?

Are Pinterest Advertisements Proper for Your Enterprise?

Pinterest Advertisements Marketing campaign Set-Up & Technique

Study Pinterest Advertisements Concentrating on

Advert codecs

Pinterest Inventive Greatest Practices

Last Ideas

Pinterest is completely different from different paid media platforms in that it’s a visible discovery engine.

When you’re one of many many firms that also haven’t leveraged the chance to attach with audiences utilizing Pinterest Advertisements, this text is for you.

On this put up, we’ll cowl the individuals and the platform, focusing on alternatives, and suggestions for set-up.

Who Will You Discover on Pinterest?

The individuals on Pinterest are as various because the pins they create, and 95% of Pinners state that Pinterest conjures up them/offers them concepts for his or her life.

This various assortment of persons are able to take motion and discover one thing new. Over 80% use it for buy inspiration or precise purchases, which is essential to remember as you construct methods across the idea of inspiring adverts and messaging.

Pinterest promoting is accessible in at least 20 nations.

Every month, 459 million individuals use Pinterest to search for recipes, plan holidays, analysis what to purchase, and extra. Pinners are energetic in looking for out and exploring concepts.

Pinterest has a 20% market share of all US social media in terms of month-to-month visits, which doesn’t look like a lot till you think about it’s truly ranked #2 behind Fb, which has 60% of U.S. visits in January 2021.

It’s not simply Individuals pinning, both. Though the biggest variety of customers (over 100 million) are within the U.S., Pinterest Advertisements can attain customers everywhere in the world.

Supply: Statistica 2021

Commercial

Proceed Studying Beneath

Are Pinterest Advertisements Proper for Your Enterprise?

There are lots of of classes on Pinterest, with some tremendous in style classes. In case your services or products don’t slot in completely with the broad classes, you could have a complimentary product affinity with one.

For instance, residence enchancment can vary from a big-box retailer to an area companies supplier.

Common classes:

Expertise.

Residence enchancment, décor, design.

Vogue.

Meals + drink lover.

Magnificence.

Journey.

Pinterest Advertisements Marketing campaign Set-Up & Technique

To get began with adverts, a enterprise account is required at adverts.pinterest.com.

Pinterest will stroll you thru varied choices when creating a brand new marketing campaign.

The marketing campaign supervisor prompts you to decide on one marketing campaign goal of three targets that mirror the gross sales funnel:

Construct consciousness: Model consciousness, video views to assist individuals uncover the model.

Drive consideration: Gasoline consideration by getting extra individuals to click on your advert on Pinterest.

Get conversions: Drive individuals to take motion on the web site or buy from a purchasing advert.

Pinners’ Journey

As a visible discovery engine, Pinners begin their buy journey with “just looking,” gathering concepts as much as, “I know what I want,” and looking for out particular merchandise.

Supply: Pinterest

Commercial

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Once more, this seems to be lots just like the outdated gross sales funnel and the marketing campaign goal you’ll select while you get began.

Since there may be one goal per marketing campaign, choose focusing on and inventive that meets that purpose and the cease within the pinner’s journey.

Utilizing each model consciousness and conversion campaigns individually to achieve your viewers at completely different phases within the gross sales funnel is an effective beginning technique for nearly any kind of enterprise.

Study Pinterest Advertisements Concentrating on

Subsequent, you’ll choose focusing on to your adverts, by:

Pursuits.

Key phrases.

Demographics.

Placements.

Expanded focusing on choices (viewers focusing on/retargeting).

Pinterest recommends focusing on advert teams to both pursuits + key phrases OR audiences to individually goal the 2.

Determine Search Developments

Pinterest has a nifty instrument for figuring out search pattern site visitors on their website within the US, UK, Canada.

You’ll be able to enter a number of search phrases and Pinterest will chart them on a graph in opposition to each other in phrases to point out searches over time.

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Proceed Studying Beneath

You could find this instrument within the Pinterest Advertisements account underneath Analytics > Developments.

Pursuits

Select from a wide array of pre-defined pursuits associated to your model. Intention for 2 to 3 curiosity attributes per marketing campaign.

Because the pursuits are chosen, the potential viewers measurement is estimated on the right-hand aspect. Pinterest recommends an viewers measurement within the 1 to five million vary.

Key phrases

Use Pinterest’s key phrase instrument to find key phrase concepts based mostly on searches on Pinterest. Additionally they permit key phrase match to broad, phrase, and actual, just like different search platforms.

Commercial

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You could discover the key phrases advised are broader such as you may anticipate in a website search, relatively than search engines.

Couple key phrases with pursuits, as these focusing on strategies work effectively collectively.

Demographics

Subsequent, you’ll be able to choose demographics.

Pinterest recommends that it’s greatest to not restrict focusing on with demographics except the services or products has constraints, resembling age or gender constraints.

Audiences

To focus on audiences, they have to first be created after which utilized to campaigns. There are 4 major viewers sorts that may be outlined and refined for extra superior campaigns:

Web site guests: Retargeting guests who’ve been in your web site.

Engagement viewers: Engaged with pins.

Buyer checklist: Add a lead checklist to focus on.

Actalike focusing on: a.okay.a., look-alikes or related audiences, these are Pinners who behave equally to lists you have already got.

These checklist sorts create nice alternatives to drive motion by the gross sales funnel and the Pinner’s journey.

Advert codecs

Pinterest Advertisements are served on Pinterest.com or on their app. Due to this fact, the entire advert codecs fall into pin format:

Commercial

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rule of thumb is to make use of static pins and video pin artistic sorts in separate advert teams.

Pinterest has a guide on the specs for each ad type.

Pinterest Inventive Greatest Practices

Though we don’t go into particulars for the advert artistic right here, there are some overarching ideas used to develop a method:

Inspirational Content material.

Distinctive Name to Motion.

A number of Merchandise.

Developments and Seasonality.

Influencers and Way of life.

Last Ideas

With a 20% market share and laser-targeting for distinctive audiences, Pinterest might be an ideal second-tier platform to check for 2021.

Commercial

Proceed Studying Beneath

Think about these three issues:

How does your enterprise match into in style classes on Pinterest?

How are you going to attain your viewers at every stage of buy?

How are you going to encourage Pinners to interact and convert?

Extra Assets:

Picture Credit

All screenshots taken by writer, February 2021

if( !ss_u )// end of scroll user Source link

#General

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clarencenicholsonata · 4 years ago

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4 Overlooked Ways to Increase Your Website's Search Engine Rankings

Publishing long-form content, building backlinks, optimizing your site speed and title tags, and so on — you’re aware of the fundamental best practices. While implementing these search engine optimization (SEO) techniques is all fine and dandy, all your competitors are doing the same.

So when it comes to outranking your competitors on Google, you don’t have an upper hand over your competition. Or, do you?

You see, there are some lesser-used tactics that you can leverage to accelerate the process of ranking your website at the top of Google SERPs. And most, if not all, of your competitors would likely be oblivious to these techniques.

Here are four such lesser-known yet well-founded ways to boost your website’s search engine rankings.

1. Optimize Content for Featured Snippets and “People Also Ask”

While attaining the very first spot on Google SERPs is a herculean task, what if you can attain a spot above the first one (the “zeroth” position) with relatively lesser amounts of effort? This so-called “position zero” or featured snippet shows up as a little box that contains the exact answer to the search query, typically in a question format.

The featured snippet is located above the first organic search result, which makes it a great place to be.

And usually, right below the snippet lies the “People Also Ask” (PAA) section that contains the most frequently asked user questions related to that search query. Google provides answers to these questions by extracting relevant bits of content from various websites, with a link (on the title) at the bottom of the answer.

While typically towards the top, the PAA section can also be located between two positions (say, fifth and sixth) or at the bottom of the page. Regardless, it is on the first page of SERPs which makes it important for SEO.

Most search marketing experts are cognizant of the value of featured snippets and PAA, but few try to capitalize on them. In a nutshell, here’s how you can take advantage of this frequently untapped opportunity to get on the first page of Google:

Perform thorough keyword research and try to answer all question-type search queries in your content.

Create long-form (comprehensive) content and cover all long-tail keywords.

In your answers, aim for the optimal word count (featured snippets ordinarily range from 40-50 words).

Build an FAQ section on your blog or website.

Besides, optimizing your content for featured snippets and PAA also helps you rank for mobile voice searches (which 27% of the global online population is using), as voice searches are mostly done in a question-like format.

2. Ensure Website Accessibility

Simply put, an accessible website is one that accommodates all visitors on all devices no matter the physical or mental ability of the user.

And whether you like it or not, having an accessible website is mandatory. The Americans with Disabilities Act (ADA) applies to digital properties too, which means your website must be readily usable by visitors with disabilities (such as the visually impaired).

However, website accessibility is important not just to avoid ADA lawsuits but to improve your search rankings and reach new audiences.

With an estimated 26.9 million adult Americans claiming that they either have trouble seeing or are unable to see at all, it’s likely that a substantial chunk of your target audience is being shunned from doing business with you if you’re not having an accessible website.

Now, there’s a lot you can do yourself to improve your site’s accessibility:

Make sure there’s adequate color contrast on every page of your website.

Write an alt text for each image.

Include closed captions for videos.

Make your site keyboard-friendly.

Write detailed anchor texts for hyperlinks.

Design a logical content hierarchy (using subheadings H2, H3, and so on).

Add descriptive labels to form elements.

Publish an accessibility statement declaring your website’s target level of accessibility.

To ensure the highest level of accessibility and full ADA compliance, consider using a web accessibility platform that’s capable of scanning your entire website and making all elements compliant with the WCAG 2.1 (Web Content Accessibility Guidelines) published by the World Wide Web consortium.

Better accessibility translates to better user experience (UX) for everyone, and more credibility as a business — things that Google takes very seriously when ranking a website. Thus, if your website is accessible, it indirectly leads to better rankings on Google.

3. Optimize for Image Search

Most websites striving to achieve first-page rankings are laser-focused on ranking in the “All” tab. What they don’t realize is that there’s a lot of SEO potential in adjacent tabs such as “Images” as well, and ranking here translates to better rankings in the “All” tab.

In fact, the trend of visual searches is booming as we speak — 62% of Generation Z and Millennial consumers want visual search capabilities, more than any other new technology.

What’s more, in early 2018, Google Images accounted for roughly 22.6% of all internet searches, which means capturing this share of searches enables you to win a huge chunk of your audience.

The best part is that ranking for image searches is comparatively easy. Here are some best practices to follow when using images on your website:

Upload high-quality unique images instead of humdrum stock photos that everyone’s using.

Compress all images using a tool like TinyPNG to boost your site speed while maintaining quality.

Have a descriptive image file name to help the search engine crawlers better understand it.

Write a descriptive alt text to improve usability and further assist the search crawlers.

Add images to your sitemap so the search bots can easily crawl and index your images.

Create image structured data so Google displays your images as rich results in the “All” tab.

Furthermore, it’s a great idea to invest in videos for marketing your business. However, creating quality videos does require substantial time, effort, and money. If you wish to leverage video for better rankings and brand visibility without investing too much, consider these video formats:

Screencast tutorials and presentations

Behind-the-scenes of your business

Interviews with industry experts

Client testimonials

Seeing just how effective video is in digital marketing and how people are craving more and more video content today, it makes sense to start creating video content for your business as early as you can.

While on the subject of images and videos…

4. Repurpose Content Into Multiple Formats

It’s no news that blogging and content marketing is key to ranking your business on Google. But your competitors likely aren’t going above and beyond to reuse the same piece of text-based content in different formats so as to extract the most marketing juice out of it.

That’s what content repurposing is — recycling your existing content into different formats such as infographics, videos, ebooks, podcasts, presentations, etc. — in order to reach new audiences while giving Google more stuff to crawl and index.

For example, it is possible that a substantial portion of your target audience prefers watching videos over reading blog posts. Consequently, if you convert your blog posts into quick vlogs, you may be able to garner the attention of that audience segment.

Likewise, you can turn individual blog posts into infographics for better shareability, or collate posts on a single subject into a downloadable ebook.

Besides improving the usability of your content, repurposing enables you to rank for the same content for different search queries, not just on Google but also on social media platforms such as Pinterest for infographics, Instagram for photos, LinkedIn for presentations, YouTube (the second most popular search engine) for videos, and so on.

Thus, the search engine visibility of your content (and thus, your website) goes up dramatically as there’s more content to be crawled and indexed by the bots.

Final Thoughts

The tactics discussed above are often unheeded by even the most experienced search marketing professionals, which means your business can certainly gain an edge provided you implement these alongside the fundamental SEO best practices.

Do you have any obscure SEO techniques of your own that you swear by and don’t mind sharing? Feel free to share your thoughts in the comments below!

About the Author

Gaurav Belani is a senior SEO and content marketing analyst at Growfusely, a content marketing agency specializing in content and data-driven SEO. He has more than seven years of experience in digital marketing. He likes sharing his knowledge in a wide range of domains ranging from marketing to human capital management. His work is featured in several authoritative business publications.

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mahesh-narale · 5 years ago

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What Is Social Media Marketing? And it’s Advantages and Importance?

1. What Is Social Media Marketing?

media marketing refers to the process of gaining traffic or attention through social media sites.Social

2. How Are Search & Social Media Marketing Related?

Why would a search marketer — or a site about search engines — care about social media? The two are very closely interconnected.

Social media often feeds into the discovery of new content such as news stories, and “discovery” is a search activity. Social media can also help build links that in turn support into SEO efforts. Many people also perform searches at social media sites to find social media content. Social connections may also impact the relevancy of some search results, either inside a social media network or at a ‘mainstream’ search engine.

3. Social Media Marketing At Marketing Land

Marketing Land is the sister site to Search Engine Land that covers all facets of internet marketing, including these popular topics inside social media marketing:

Facebook

Instagram

Twitter

YouTube

4. What are the Advantages of social media marketing?

Below is few main benefits you can expect to gain the from use of social media for your brand. LYFE Marketing, A Social Media Management Company, drives results like these for our clients all the time. And your business can too. All you have to do is put the time and thought into it.

(1) Advanced Targeting - The exact audience that your business is targeting is on social media. You can find them based on what they are talking about and the data that is associated with their profiles. This is a huge advantage for brands with a niche or local market. Use social media as a way to find your customers and solve any wants or problems they may have. You will discover more tips on how to find your target audience.

(2) Direct Access to Customers - Social media authorize you to connect with your target market, prospects, and customers at any time. In fact, some platforms allow you to import your contacts into your account to connect with them. You can use this as a way to immediately inform your customers on current promotions, special offers, new products, and more. And best of all its free. This is a great way to up sale your current base.

(3) Brand Awareness – Social media authorize you to market your business to thousands of people around the world at any moment. There is no limit to the demographic, location, or type of consumer that your brand can touch. Every time someone shares one of your post, your reach grows larger. For example, if your tweet gets shared by 20 people who average 500 followers, then up to 10,000 people have the ability to see your post! Thats pretty good.

(4) Lower Advertising Cost – Let’s face it. It cost more to print flyers than to make a post on social media. There are Facebook ad campaigns that reach more people than billboards. YouTube, which is the second largest search engine in the world, can be more cost effective than network TV ads. Social media allows brands to be laser focused and spend less on advertising.

(5) Increase Relationship Capital – For the first time in history, brands have the opportunity to build relationships online through social media. For brands on social media, it means to build a bond within the market you are targeting. People tend to buy from brands they know and trust. You must first look to connect with your customers on a personal level and look to sell lasts.

5. why social media marketing is important for your business?

Social media is speedily becoming one of the most important aspects of digital marketing, which provides incredible advantages that help reach millions of customers worldwide. And if you are not applying this profitable source, you are missing out an incredible marketing opportunity, as it makes it easy to spread the word about your product and mission.

(1) Improved brand awareness

Social media is one of the most stress-free and profitable digital marketing platforms that can be used to increase your business visibility. To get started, create social media profiles for your business and start networking with others. By applying a social media strategy, it will help you significantly increase your brand recognition. By spending only a few hours per week, over 91% marketers claimed that their social marketing efforts greatly increased their brand visibility and heightened user experience. Undoubtedly, having a social media page for your brand will benefit your business and with a regular use, it can also produce a wide audience for your business in no time.

(2) Cost-effective

For an advertising strategy, social media marketing is possibly the most cost-effective way. Creating an account and signing up is free for almost all social networking platforms. But if you decide to use paid advertising on social media, always start small to see what you should expect. Being cost-effective is important as it helps you attain a greater return on investment and hold a bigger budget for other marketing and business payments. Just by investing a little money and time, you can significantly increase your conversion rates and ultimately get a return on investment on the money that you primarily invested.

(3) Engage with your customers

Social media is a good way for engaging and interacting customers. The more you communicate with the audience, the more chances you have of conversion. Set up a two-way communication with your target audience so that their wishes are known and their interest is catered with ease. Moreover, communication and engagement with customers is one the ways to win their attention and convey them your brand message. Thus, your brand will reach more audience in real terms and gets itself established without any hassle.

(4) Improved brand loyalty

When you have a social media presence, you make it easier for your customers to find you and connect with you. By connecting with your customers through social media, you are more probable to upsurge customer retention and customer loyalty. Since developing a loyal customer base is one of the main goals of almost any business. Customer satisfaction and brand loyalty typically go hand in hand. It is essential to often engage with your customers and start developing a bond with them. Social media is not just limited to introducing your product, it is also a leading platform for promotional campaigns. A customer sees these platforms as service channels where they can directly communicate with the business.

(5) Healthier customer satisfaction

Social media plays a vital role in networking and communication platform. With the help of these platforms, creating a voice for your company is important in improving the overall brand image. Customers appreciate the fact that when they post comments on your page, they receive a modified reply rather than a computerized message. A brand that values its customers, takes the time to compose a personal message, which is perceived naturally in a positive light.

(6) Marketplace awareness

One of the best ways to find the needs and wants of your customers instead of directly communicating with them is Marketplace awareness. It is also considered as the most valuable advantage of social media. By observing the activities on your profile, you can see customers’ interest and opinions that you might not know otherwise if you didn’t have a social media presence. As a complementary research tool, social media can help you get information and a better understanding of your industry. Once you get a large following, you can then use additional tools to examine other demographics of your consumers.

(7) More brand authority

For making your business more powerful, brand loyalty and customer satisfaction both play a major role, but it all comes down to communication. When customers see your company posting on social media, especially replying to their queries and posting original content, it helps them build a positive image in their minds. Regularly interacting with your customers proves that you and your business care about them. Once you get a few satisfied customers, who are vocal about their positive purchase experience, you can let the advertising be done for you by genuine customers who appreciated your product or service.

(8) Increased traffic

One of the other benefits of Social Media is that it also helps increase your website traffic. By sharing your content on social media, you are giving users a reason to click-through to your website. On your social account, the more quality content you share, the more inbound traffic you will generate while making conversion opportunities.

#social media marketing #digital marketing #social media #digital india #advantages of social media marketing

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margaretbeagle · 5 years ago

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5 Marketing Lessons from Daily Harvest’s Journey to Shipping One Million Smoothies

Launched in 2015, Daily Harvest has become one of the fastest growing direct-to-consumer food brands in the world.

In 2017, it raised over $43m — with investors like Gwyneth Paltrow and Serena Williams

It shipped over one million smoothies in just one year after launching nationwide in the U.S.

More than 100,000 customers now use its service

It’s an incredible story. But just how did Daily Harvest transition from solving a meal-prep problem for founder Rachel Drori to being in over 100,000 kitchens across the U.S.?

In this post, we take a look at some of the marketing strategies that have aided Daily Harvest’s incredible growth.

Contents: 5 Marketing Lessons from Daily Harvest

Lesson 1: Focus on target customers’ needs and create products to solve their problems

Lesson 2: Use Pinterest as a discovery engine to reach millions of potential customers each month

Lesson 3: Create a simple-to-navigate website and tell an engaging story to generate backlinks

Lesson 4: Use paid social to drive traffic to campaign-specific landing pages

Lesson 5: Build trust with new audiences through partnerships

1. Focus on target customers’ needs and create products to solve their problems

Before starting Daily Harvest, Rachel Drori worked in marketing for Jetsetter. She wanted to find a quick, convenient way to prepare her week’s meals on a Sunday, so she didn’t have to think about what she would eat during busy weekdays.

But after trying a number of options, nothing quite matched her needs.

“Meal kits are perishable, they go bad in your fridge, and they take 45 minutes to prepare,” she told Entrepreneur. “And all convenient food is preserved in some way.”

As we touched on in the intro, Daily Harvest was founded after Drori began to make meals in batch and freeze them. Something that no company seemed to be offering. Seeing a gap in the market, she pulled together a website and started selling to people who were experiencing the same meal prep problems she’d had.

The company has evolved a lot since those early days, but one thing that remains is its laser focus on serving a specific need for its target customers.

“Our target consumer is one who subscribes to a healthy lifestyle, but is busy and has time restrictions,” Drori told Business Insider.

Drori expanded on Daily Harvest’s target customer during an interview with Inc. “Our customer wants to eat the way he/shes knows he/she should, but struggles with the challenge of making it happen.”

“Our most common piece of customer feedback is that we’ve filled a need in the health food space that wasn’t previously being met. It works for the busy-bee or if you’re just looking for more nutrients in your diet but are unsure where to start.”

Consumer habits: The ease of buying healthy foods is one of the key pain points Daily Harvest solves. Shoppers want to buy healthier foods, but it’s not always easy — a survey of 1,017 U.S. consumers found that 95% of people ‘always’ or ‘sometimes’ look for healthy food options, but finding healthy food is only moderately easy for most consumers.

But why is it so important for Daily Harvest to focus on specific customers? Why doesn’t it try to entice everyone to eat a little healthier?

“Focusing on a specific customer segment is critical to sustaining long-term growth,” says DTC Strategist, Marco Marandiz.

“Organizations that get distracted easily by emerging, yet unaligned, segments end up burning through their resources and creating value that doesn’t resonate with their earliest customers,” continues Marandiz. “For Daily Harvest, it’s important for them to keep digging into their core customers to really fulfil their needs in the kitchen.”

Having a clear understanding of who its customers are, and the problems it solves for them has enabled Daily Harvest to craft messaging, content, and products that are aligned with exactly what the customer is looking for.

Right from the hero section of its homepage, you can see its focus on target customer needs and desires:

The heading ‘Eat More Fruits + Vegetables’ speaks to the target customers desire to boost their diet with healthy ingredients

The subheading ‘We take care of food so food can take care of you’ also taps into the same desires, but from a slightly different level, letting customers know that all the hard work — sourcing and preparing healthy foods — is done for them.

If you’ve ever interacted with the brand before the imagery on its site also feels incredibly familiar.

Daily Harvest has done a great job of creating its own unique brand style:

Crisp images of its packaging containing bold, brightly colored ingredients, photographed against a solid background. It also uses lighting to create shadows quite frequently.

Here’s its look on Instagram —

— and on a product page:

Expansion is also important for most DTC brands. Many launch with one or two specific products — for example, Casper mattresses — and expand into other related products in order to grow — Casper’s pillows and bed frames.

Daily Harvest is no different. It started out by selling frozen smoothie packs. But now it boasts a range of products.

And when it comes to launching new products, Daily Harvest ensures it keeps its focus on solving the problem of making healthy eating easier for consumers.

“It’s easy to observe their focus by taking stock of the product line expansions over the last couple years,” shares Marandiz. “They started with smoothies, but have moved into Harvest Bowls, Soups, Lattes, Chia Bowls, and Oat Bowls.”

The messaging around each of its expansion products is also hyper-focused on customer goals.

Take its Harvest Bowls category page for example —

— the copy here continues to focus on the core mission of Daily Harvest: Making healthy eating simple. And no matter where you interact with the brand, that message remains consistent.

2. Use Pinterest as a discovery engine to reach millions of potential customers each month

Pinterest is somewhat of a sleeper in the social media world. And though it might not make as much noise as platforms like Facebook or Instagram, its power to help brands connect with consumers is undeniable.

In its S-1 filing ahead of going public, the company shared some insights into how people use the platform:

Pinners don’t just dream about their futures; they explore real options and often want to bring their dreams to life. They browse ideas, visit merchant websites and eventually buy products and services; and

People seeking inspiration use Pinterest in ways that mirror how they use magazines and catalogs.

So whereas consumers used to flick through magazines to find inspiration, they now turn to Pinterest — and this is why it has become such an incredible discovery engine for brands.

Daily Harvest has 5,638 followers on Pinterest. That doesn’t sound a lot, especially when compared to its audiences on Facebook (260k) and Instagram (406k). But follower numbers are just a small part of the equation.

On Pinterest, discoverability is far more important than the number of followers.

Daily Harvest racks up a mouthwatering 4.1m monthly unique viewers on Pinterest — meaning its Pins appear on over four million screens per month, and it does this having just 136 Pins.

Pinterest trends: Daily Harvest is in the perfect position to succeed on Pinterest. ‘Healthy habits’ is one of Pinterest’s trends for 2019, with searches for nutrition plans +475% year-on-year, showing that health-conscious consumers are using Pinterest to help them hit their goals.

Its Pins tend to focus directly on Daily Harvest products in its brand style of stunning product imagery against a solid, light background:

According to SimilarWeb data, Pinterest is Daily Harvest’s third-highest refer amongst social networks, driving around 13,000 visits per month —

— and much of this traffic is going directly to product pages (the link on each Pin takes the viewer to the corresponding page):

3. Create a simple-to-navigate website and tell an engaging story to generate backlinks

SimilarWeb estimates that over 30% of Daily Harvest’s traffic comes from search —

— that’s a pretty large chunk, and if SimilarWeb’s estimates are correct, that search traffic equates to around 270,000 visits per month for the brand. That’s a lot of potential customers.

So what can we take away from Daily Harvest’s search success?

Firstly, usability and design are important:

“The design, first of all, is obviously incredible. While I never consider design to be a direct SEO factor, having a positive experience on a site does make you more likely to talk about and link to it,” says Glen Allsopp, SEO consultant and founder of Detailed.com.

And Allsopp certainly isn’t alone in praising Daily Harvest’s design, Unbounce has also featured it in its roundup of companies that have created best-in-class landing pages.

But back to SEO…

Simplicity is somewhat of a theme for Daily Harvest across its website, content and even its products — pre-made, healthy meals that are ready in minutes.

And this theme carries over into its approach to SEO.

“I like that their URLs are short and descriptive, which is in line with their title tags as well,” notes Allsopp. “Title tags don’t get much more simple and clean than ‘Lentil + Mesquite Soup | Daily Harvest’.”

Daily Harvest also manages to include plenty of information on its product pages, something that’s not easy to do well Allsopp told me. First, each product has a short description right under the title —

— a little further down the page, visitors can see key ingredients, nutrition information and preparation instructions — essentially everything a customer would want to know about this product, without it feeling overwhelming:

One downside to Daily Harvest’s beautiful imagery is the effect it has on load times. “According to Google’s mobile site speed comparison tool, it’s a lot slower than competitors sites,” Allsopp shared.

But with much of its search traffic coming in via branded searches, Daily Harvest has done a great job building its brand and creating a loyal customer base:

Possibly Daily Harvest’s biggest SEO-win is the quality of backlinks it has been able to obtain from leading publications — something that’s a challenge for almost every business.

Link building is one of the hardest aspects of SEO — and I have no insider knowledge here — but I’d bet Daily Harvest has never sent out a batch of emails asking marketers to backlink to its site.

Instead, it does link building the right way, by telling its story… and having a great product.

“Daily Harvest’s founder, Rachel Drori, has been great at getting quoted in big publications,” Allsopp told me. “Some places that have asked her for comment include CNBC and The New York Times. Those aren’t easy links to get, so they’re likely to help the site for a long time to come.”

Because its products are high-quality and deliver on what it promises, it’s enabled Daily Harvest to be featured by industry experts and pick up links from high-authority sites like MSN:

“While they still have improvements to make with their on-site SEO, that’s always a great position to be in. Seeing opportunities for improvement there means there’s a good chance of growing organic traffic across the board going forward as well,” said Allsopp.

4. Use paid social to drive traffic to campaign-specific landing pages

When Daily Harvest runs ads, it doesn’t direct people to its homepage. Instead, it has a specially created landing page aimed to convert visitors to customers.

This isn’t a unique strategy. In-fact, creating specific landing pages for ads is a best practice for any brand investing in paid media. But the way Daily Harvest executes it is remarkable.

Here’s one of the brand’s landing pages:

Keeping in line with Daily Harvest’s beautiful design aesthetic, the page looks super-clean and simple. But when you really dig in, there’s a lot going on.

Here are four takeaways from Daily Harvest’s landing page:

1. The hero copy builds on ad promises

Let’s start by breaking down the hero section at the top of the page:

Daily Harvest is running a bunch of ads across Facebook and Instagram, and many of its ads are focused on these key messages:

Custom food plans

Quality, organic fruits and vegetables

Speed of preparation

Here are a few variations of that messaging in ad form:

Once someone has clicked one of these ads, they arrive at one of Daily Harvest’s landing pages and the copy builds on the key points mentioned in the ads. It reinforces that:

The food is high quality, and good for you

It’s ready in minutes

Health eating that fits your routine

2. The CTA offer is very clear

In each of its ads, Daily Harvest mentions that new customers can get $25 off their first box using a promo code —

— and when they reach the landing page, this 25% offer is featured in the hero section CTA:

This makes the buyer journey feel super smooth as promises that were made in the first part of the journey (the ads) are being backed up as people move through the buying experience.

3. The copy is all about you, the customer

As the visitor scrolls through the landing page they reach a ‘How it works’ section:

The first title tag ‘Customize Your Plan’ puts the emphasis on you, the potential customer, and throughout this section of the landing page the reader is constantly reminded that Daily Harvest is a product that can solve your unmet needs.

Here are a few snippets of copy (emphasis mine):

Pick a plan and fill your box with thoughtfully sourced, chef-crafted food

Delivered when you want it

Make fruits and vegetables a daily habit

This copy also fulfils a need to let the customer know exactly how the process works. Many visitors want a hassle-free way to consume healthier foods, but prior to visiting this page may not understand how Daily Harvest delivers on this.

Pay attention to the small details: Microcopy — the small pieces of text that provide extra information and provide context across websites and interfaces — is incredibly important, and can have a big influence on clicks and conversions.

For example, one company found that changing the phrase “Request a quote” to “Request pricing” resulted 161.66% increase in clicks to its lead gen form.

4. It uses social proof to back up its message

Social proof is a powerful sales tool and helps to build trust. As Alfred explains in his post on the subject:

“Often in situations where we are uncertain about what to do, we would assume that the people around us(experts, celebrities, friends, etc.) have more knowledge about what’s going on and what should be done.”

As a prospective Daily Harvest customer, I might not be an expert on healthy eating, I just know I want to eat healthier. So to back up its message, Daily Harvest features a range of well-known publishers that have covered its products to help build trust:

You’re more likely to put your faith in a health product featured by Men’s Health, Women’s Health and Vogue, than one no publisher has featured, right?

5. Build trust with new audiences through partnerships

Partnerships have become a key part of the direct-to-consumer marketing playbook.

Why?

In its simplest form, advertising is about connecting relevant audiences with your message. But when marketers focus purely on reach they run into a problem: reach has become a commodity — anyone can now create a Facebook ad and put it in front of an audience.

As Morgan Housel wrote —

Attracting eyeballs no longer sets you apart. Building trust among those who have their eyes on you, does. Getting people’s attention is no longer a skill. Keeping people’s attention is.

— and this is where partnerships come into their own: Building trust.

Let me explain…

When you follow a YouTuber, let’s say Casey Neistat, he’s built up your trust over hundreds (if not thousands) of hours of content and attention.

So when a brand like Samsung works with Casey, it helps the brand to build trust with Casey’s audience.

“If Samsung is cool with Casey, it’s cool with me.”

Daily Harvest takes a similar approach to partnerships….

YouTube drives significant traffic for Daily Harvest. You might recognize the below chart from earlier, but this time I’ve highlighted the YouTube numbers —

— around 23% of Daily Harvest’s social traffic comes from YouTube.

Curious as to why so many people come from YouTube to Daily Harvest I done a little digging… and it seems partnerships have a lot to do with it.

One the YouTube pages that appears to be sending a lot of traffic to Daily Harvest is from popular YouTuber, Wheezy Waiter (nearly 900k subs!):

The video (as you can probably guess from the above screenshot) is about the host’s experience trying out a vegan diet for a month.

And as the video progresses, the host runs into a problem with finding vegan desserts he likes. But Daily Harvest, the video’s sponsor, sent him 24 smoothies to help solve his problem:

Incredible product placement (this video has been watched 1.5 million times and counting) but it doesn’t end there. In the video description there’s a link to Daily Harvest’s website:

The link also has a UTM specific to Wheezy Waiter so the Daily Harvest team will be able to attribute traffic and sales to this partnership:

https://www.daily-harvest.com/?source=youtube&medium=cpc&campaign=inf&content=wheezywaiter&term=

Breaking down the UTM: Essentially, UTM codes tell the story of how traffic is arriving at a website. Here’s a breakdown of the Daily Harvest UTM:

source=youtube: This tells Daily Harvest the traffic has been referred by YouTube

medium=cpc: Says this was a cost-per-click campaign

content=wheezywaiter: Lets the Daily Harvest team know exactly which piece of content creator the traffic is came from

This is something Daily Harvest has done with a number of well-established YouTuber’s:

And:

But Daily Harvest’s partnerships aren’t limited to YouTube. It regularly runs Instagram takeovers with influencers and other brands in its stories —

— and it also has an ambassador program enabling people with large followings to share exclusive discounts and coupon codes with their audiences:

Daily Harvest is also very forthcoming with partnerships. Its website footer features a ‘Partnerships’ link:

This link then takes people to a simple form where they can register their interest in working with the brand:

5 Takeaways from Daily Harvest’s journey to 100,000+ customers

1. Understand your target customer’s unmet needs:

Daily Harvest has a clear understanding of who its customer is exactly and what problems it solves for them. This influences how the whole business works: From its product lines to how it positions itself in the market.

2. Use Pinterest as a discovery engine:

Pinterest is a discovery engine for brands. People use Pinterest in ways that mirror how they use magazines and catalogs. By posting relevant content Daily Harvest reaches over four million people per month on the platform.

3. Create a beautiful, simple-to-use buying experience:

Consumers are spoilt for choice now, to stand out you need to create great experiences. Daily Harvest’s website does just that. Its focus on story has also helped the company to pick up some very important backlinks.

4. Drive paid social traffic to specific landing pages:

When using paid acquisition channels (especially on social media), Daily Harvest links to specific landing pages that build on the promises made in the ads.

5. Unlock new audiences through strategic partnerships:

When you’re marketing to new audiences, it’s not so much about reach as it is building trust. Daily Harvest works with partners and influencers to help it establish trust with new potential customers.

5 Marketing Lessons from Daily Harvest’s Journey to Shipping One Million Smoothies published first on https://improfitninja.weebly.com/

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mariemary1 · 5 years ago