How Housewares Manufacturers Can Use Recipes to Reach Millennials
Millennials love their food to be convenient. They also crave interesting food, and are more than willing to cook to eat great food. Even millennial men are ready to cook. 1
How do you reach them so they know about your cooking products? Millennials enjoy trying new food experiences. Recipes that use your products are great intros to anyone who likes to cook. Since the majority of millennials are Digital Natives, don’t expect them to dig into a Betty Crocker cookbook. You are going to have to connect with them online.2 And they want to make the best recipes.
Expect millennials to have the recipe handy on their smartphone or tablet while they cook. Before they start, they may watch a YouTube video to see how to cook the recipe. 3
Use Recipes as the Magnet
It’s not enough to put recipes on your website or create videos about how-to cook those recipes on YouTube. There are countless recipes on the web. How are you going to punch through the noise so your recipes and housewares products are noticed?
You need to come at this in a multifaceted, integrated approach.
- Content creation: Start with a truly delicious dish. Try to find a tasty twist for some classic cuisine. You want to be able to brag you have the best for a frequently searched recipe.
- Search engine optimization: You can claim you have the best recipe, so say that. Use the words people might search. Make sure the recipe, its directions and ingredients are all in text, rather than in an image. Search engines cannot read words in images. You do want to tag pictures of your dish with its name. Searching for images are popular, and there is plenty of online marketing mileage you can gain with pictures.
- Promote the content: You have a great recipe. You did solid SEO. Now you have to push it out there so potential customers take notice. In the process, you will help your recipe gain search visibility.
- Social media: Your audience spends plenty of time on Facebook, Instagram and Pinterest. Make sure you have an active presence on at least one of them. Promote your recipes and in the process you can promote your products. This will attract new likes and followers for you to build on.
- Facebook advertising: For a business to reach many people on Facebook, you have to pay to promote your posts. Otherwise, Facebook will show your post to few people, even among your fans. The good news is Facebook has tools for demographic targeting that give you the power to reach out to your target audience.
- Native advertising: In the print world, they are called advertorials. This is a terrific strategy to tell your story, or share your recipe, with well targeted reach.
- Blogging: Brag about your recipe in a blog post. Then promote it on social media and through advertising just like you did with your recipe.
Follow this plan and you will have millennials, as well as baby boomers and generation Xers, noticing your products and buying them.
1. “Why so many men are cooking” https://www.washingtonpost.com/news/wonk/wp/2016/07/19/why-so-many-millennial-men-are-cooking/
2. “Millennials as Digital Natives: Myths and Realities” https://www.nngroup.com/articles/millennials-digital-natives/
3. “Cooking Trends Among Millennials: Welcome to the Digital Kitchen” https://www.thinkwithgoogle.com/articles/cooking-trends-among-millennials.html