This document provides recommendations for increasing membership and targeted traffic for a meal delivery service website. It suggests focusing on specific persona groups through content tailored to their interests and behaviors. Recommendations include optimizing paid search, social media, video content, and SEO through improved internal linking, keyword targeting, and image usage. The goal is to better engage users at different stages of awareness and decision making through content marketing and trial offers.

1. 1

2. 10,000 FOOT VIEW … FROM AN OUTSIDER
Health
Conscious
Aspiring
Chefs
Affordable
Eats
Membership
2

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

4. BUT … YOU HAVE TO COMMIT TO JOINING
THE CONVERSATION
4

5. KEYWORDS
5

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. TO IDENTIFY OPPORTUNITIES …
Paid
Search
Social
Media
Facebook
Ads
Keyword
Content
Creation
SEO
Link
Building
Twitter
Keyword
Ads
7

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. PAID SEARCH
9

10. PIMP THE AD AND THEY WILL JOIN
Sitelinks
E-mail Extensions
Social Extensions
10

11. RE-ENGAGE USERS EXPOSED TO THE
CONTENT
1. Person A visits a Blue Apron
recipe page
blueapron.com/pages/samplerecipes
2. Person A is later reading an
article on healthy recipes on
foodnetwork.com
3. Person A is
served a text ad
promoting free
healthy recipes
11

12. SOCIAL
12

13. FOCUS ON THE “WHAT” AND THE “WHEN” …
13

14. AND DIVERSIFY THE CONTENT
Job listings …
Inspiration …
Founders / Employees …
Non-recipe …
How-To / Video…
14
Sources: Warby Parker & Everlane

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. 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. DON’T FORGET VIDEO
Opportunity knocks!
17

18. CONNECT WITH USERS ON TWITTER IN
REAL TIME
18

19. SEO
19

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. 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

22. TAKE ADVANTAGE OF IMAGES
22

23. LIGHTNING ROUND
MASHUP
23

24. MAKE CONVERTING EASY!
24

25. UNDERSTAND YOUR VISITOR’S BEHAVIOR
25

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: allrecipes.com/recipes/meat-and-poultry/chicken/
26

27. LEVERAGE THE TRIAL OFFERS
re-engage the evangelists!
offer them a free trial!
27

28. AFFORDABLE CONTENT MARKETING
content
creation
tracking
content
promotion
content
publishing
evaluation
28

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. THERE’S LOTS
MORE!
30

31. THANK YOU!
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