Developing and sharing recipes is a simple way to elevate your customer’s experience with your brand. They can also lead to some incredible collaborations.
Here are 5 reasons you may want to prioritize recipes in your marketing line-up.
1. Give Customers New Ways to Enjoy Your Product
Imagine a world where peanut butter hadn’t met jelly. Some things are simply better together. Can your product be transformed into something else or paired with another ingredient? What other foods could be elevated if your product came to the party?
There are so many options for consumers to choose from. Give them 101 reasons to continue stocking their kitchen with your product. Recipes will give them more reasons to do just that.
2. Recipes Create Opportunity for Collaboration
Just this morning I was scrolling through Instagram and came across a recipe with a mouthwatering photo of blueberry pancakes using garbanzo bean flour I had previously purchased. It made me think of the brand positively for providing a new way to enjoy their product. I was also introduced to a complementary product I hadn’t heard of that pairs really well with the pancakes–a stevia-sweetened blueberry jam.
A match made in food heaven.
When you collaborate you increase your exposure to a whole new audience. And if you choose well, one similar to your own target customers.
Ways To Collaborate
- Sponsor a Food Blogger’s Recipe
- Create a Joint Recipe
- Partner with an Influencer To Make Your Recipe
Recipe Collaboration on a Budget
Original recipes can take time and resources to develop. If you’re running lean consider piggybacking with another company. Recipes are worth investing in as they are timeless and can be shared repeatedly.
3. Builds Long-term Brand Awareness
A printed recipe card could earn it’s cost back ten-fold if it earns a place in your customer’s permanent recipe box. Consider including printed recipes in your shipping box to serve as a constant reminder to use your product.
Not selling direct? Consider having some printable recipe cards made as downloads to offer through your website and on social media. Digital recipes are of course excellent as well but are much easier to be forgotten or lost in the sea of other pins on Pinterest.
4. Recipes Are Frequently Shared
Recipes top the list of one of the most sharable types of content. I don’t know about you, but I am always trying new recipes and sharing them with friends (especially after they’ve had a sample and want to enjoy it for themselves).
Drive more potential customers to your website by adding a recipe section. Provide clear calls to action on every recipe that make it super easy for a new visitor to buy your products directly or find them in stores. The less friction, the more likely they’ll be to give you recipe and product a go.
5. Recipes Make Excellent Video Content
“Videos on Pinterest are pinned 6x more than static graphics.”–HootSuite
“YouTube is the third largest search engine on the planet.”–Tubics
Recipes translate really well to video. If video isn’t a part of your marketing strategy yet, consider it. You don’t even need to get behind the camera if that isn’t something you’re ready for yet.
Check out a few examples from these incredible food brands:
Recipes can improve your customer’s experience with your brand by giving them new ways to use your product. They create opportunities for collaborations and build long-term brand awareness. Recipes have the potential to be shared more frequently than other times of content and lend themselves really well to video.
Will recipes make an appearance in your marketing this year?