INBOUND MARKETING:

Inbound Marketing has now become vital for every business to become successful online. So most of the successful companies now focus on creating content online to lure customers.  Inbound marketing utilizes different forms such as websites, Blogs, Social media, SEO, etc. This form of marketing helps the prospective consumer to make a decision and also leaves a strong influence on the customer’s future buying decisions.

This report gives an insight into inbound marketing strategies after reviewing the websites of Groove, Uber & Hello Fresh. Out of these three, I would like to share the inbound marketing strategies used by Uber & Hello Fresh.

Each organization's approach to inbound marketing:

Uber is the number 1 ride-sharing app across the world, though its journey was not very smooth.  Uber uses a different Email marketing approach which strategically uses geographically segmented lists to target their customers and keep them riding. Personalized email and messages, make the user feel like an appreciated customer. Uber by all accounts, is one of the most progressive marketers. Uber has always differentiated itself from other traditional cab services by giving their customers what they want with few surprises hidden for their riders.


UBER EMAIL MARKETING


The second organization which follows some real good inbound strategies is “Hello Fresh”. Hello Fresh is the number one meal delivery kit in America with a variety in menu offerings and flexible plans. Hello, Fresh has achieved number 1 position in this highly competitive market is through “Social Media listening”. So it was through social media and websites that they were able to address customer complaints, and how to improve their products so that they can retain the customers. In addition to social media Hello Fresh constantly upload tutorials, articles and blogs on healthy recipes.

HELLO FRESH SOCIAL MEDIA MARKETING

Strengths and weaknesses of the inbound marketing approach used by each organization:
Uber is doing many things correct while following inbound marketing, here are few smart tactics used by Uber.
  • Uber leverages regional traffic events by geographically targeted emails.
  • Personalized / Tailored greetings.
  • Embedded promo codes in emails, messages, where users can earn credit by sharing with their friends and relatives.
  • The Employee signed emails, messages.
  • Follow up emails about ride summaries.
Though Uber is a customer focussed service, there are still few weak areas of the organization in their inbound marketing. Uber does not have an eye-catchy website which makes them loose quite a few prospective clients and also they lack in producing consistent blogs or articles about their services and their competitive prices.

Hello Fresh is coping up really well with customer trends and optimized marketing trends by using the following strategies:
  • Analyze customer feedback coming through websites, apps, & social media.
  • Providing visual content as well for continuous customer engagement
  • Engaging their customers by showing them something new frequently.
  • Centralized data across ten regions for real-time marketing campaign results.
However, Hello Fresh does not pay much attention to Search Engine Optimization of the website and their blogs. They need to maintain email marketing, newsletters and also they can provide referral or promo codes to their customers, which in turn will make their customers more loyal.

Organization best at Inbound marketing and why?

As per my detailed analysis of these two organizations, Uber is best among the two in utilizing the inbound marketing strategies though there is a scope of improvement. Uber offers a compelling and in-demand product globally. It has multi-pronged and innovative marketing strategy. Uber has adopted a hyper-local strategy that changes shape with each new city the company enters. It also offers referral codes and first-time riders a free trial. Uber’s referral marketing on website & app, loyalty programs, and thus provides its customers with a seamless experience from mobile hailing, online payments, better cars, to no tips and driver ratings. Uber’s website and app design is quite simple as compared to the other e-commerce companies, after all, Uber is selling a service, not a product, and these simple, sleek messages get to the point that works for them and their riders.

Examples of how each organization could improve its inbound marketing:

Hello Fresh should focus on customer’s interests, rather than distracting their customers with some TRODUCTIONirrelevant information. For example, if the customer is interested in certain ingredients, then Hello Fresh should provide more information on those spices and recipes using the same spices as ingredients. Based on customer’s history, certain ingredients, recipes, and meal packages should pop up which will help customers to make a decision.

On the other hand, Uber’s website shows extensive use of black and white color, they need to work on their website & apps design and layout to make it more user-friendly. For example, their banner image is black and white and not clickable, they need to have a larger image with a proper link. They also need to incorporate more call to Action buttons with a larger size on their websites especially for tablet and iPad users. Uber is all over social media but they only use it for communication, they need to be putting up more ads on social media rather than just communication.


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