How I'd grow Milky Plant

February 13, 2024

Milky Plant is a compact machine that lets you make plant-based milks at home.

You can put in soy, almonds, rice, oats, or whatever you prefer. In less than 3 minutes, your milk will be ready.

A product like this could have many benefits.

Finding which one resonates most with their target audience is key to deciding what to focus their communication on.

And while I can't talk to their customers, I can read all the reviews I find online.

The real competitors of a product like this aren't other machine vendors but consumer packaged goods selling boxed milk in supermarkets

Judging from what I read, I see three common themes:

- Tastes better
- No additives and preservatives
- Save money

That's what their messaging should really focus on.

However this isn't immediately clear to a visitor who opens the site for the first time.

Right now the headline focuses on the fact that you can get fresh milk in minutes.

While simplicity of use is definitely an important feature, I think redoing their hero section could help them communicate the value of their product better.

I'd say something like: “Making your own plant milk at home tastes better than what you buy, it's healthier because it has no additives and it saves you money in the long run”

Once visitors click through and get to the product page, it's because they want to know more.

But right now they only have three pictures, which isn't enough for a $300 purchase.

Before spending that much money people want to be reassured.

They should definitely utilize video to build more trust.

I bet that simply adding a video showcasing the product in action and demonstrating how to use it would increase conversion rate.

This isn't an impulse purchase and before I open my wallet I expect to see a good number of high-quality pictures and in-depth videos

The rest of the page has all the things I’d expect to find like testimonials, social proof, etc.

A cool idea would be turning the price comparison table into a calculator.

You input how much milk you drink every week and it shows in how long buying Milky Plant will start being a good investment.

“You will start saving money after x.”

Making this section bigger, interactive, and positioned at the top of the product page just below the copy will help fight the default status quo of most visitors buying packaged plant milk

Milky Plant isn't cheap and most visitors won't buy it the first time they see it.

Someone might browse the site, find the product interesting, decide to consider it later, and eventually forget about it.
They have a powerful tool to prevent this. Creating engaging content and offering it in exchange for email addresses. This keeps them top of mind.

But without a clear format the basic form in the footer isn’t going to cut it.

They should come up with an interesting format that makes pass-by visitors want to sign up: “Get one new simple vegan recipe you can do at home in 5 minutes every week"

Doing some keyword research I see that many people actively search for a machine like this.

Surprisingly Milky Plant is running ads on Google but not prioritizing organic ranking.

I noticed specific search terms based on desired milk sources: "soy milk maker," "nut milk maker," etc.

So instead of a single "plant milk maker" page, Milky Plant should start by creating dedicated landing pages for each term to boost potential traffic volume.

With Amazon ranking for 2 out of 3 of the top results it shouldn't be too hard to rank for a high-intent commercial keyword like “soy milk maker”

The low-hanging fruit in search engine optimization is to analyze existing pages for relevant keywords where you're ranking on the first page but not in the top 3.

A few improvements could significantly boost your ranking.

Let’s take the term "how to make sesame milk”.

The article doesn't align with search intent. It explains how to do sesame milk using the Milky Plant machine, which isn't relevant to users who don't own it. Google recognizes this mismatch and doesn’t put it at the top.

A better idea might be explaining the traditional manual way to make it so the article is useful for everyone, and then at the end explain how their product will make this complicated process way simpler

While search allows Milky Plant to reach people already aware of plant-based milk alternatives, ads enable them to tap into a segment who isn't even aware such a product exists.

Considering their target audience and alternative products, an effective narrative would involve identifying a common enemy.

They're already implementing this approach in some ads, following the simple yet effective formula of problem, agitation, and solution.

Problem: packaged plant milk is full of sugar and vegetable oils. Agitate: scientific studies demonstrate how they can raise inflammation. Solution: with Milky Plant you control what goes into your body.

On the organic side, Milky Plant's social media strategy revolves around creating short-form clips and posting them on YouTube (Shorts), Instagram (Reels), and TikTok.

They offer a variety of content, including recipes, giveaways, and even funny jokes, which seems to resonate with people.

While Instagram appears to be their most successful platform, TikTok seems to be lagging behind.

It might be worth experimenting with content specifically tailored to the TikTok audience to see if it improves engagement and viewership.

When instead of generic replies you see many people tagging friends, that’s a good indicator that the content is doing a good job at generating interest towards the product

I think their next step should be experimenting with long-form video on YouTube.

An idea might be a blend of content marketing and paid collaborations, like hiring a creator who wants to go vegan and documenting their weekly journey.

This could be an interesting format for viewers while allowing product placement within their daily routine.

It would definitely feel more natural than the usual sponsored review.

I can easily imagine a few scenes where the creator takes a break from work to prepare a healthy nut milk using Milky Plant

Learn marketing from case studies

Every month I pick a new website and write a marketing case study explaining exactly how I’d grow it