Inbound Marketing Methods Used By Organisations
Unit 2: Inbound & Social Media Marketing Assignment 3
Review of Three Organisations Inbound Marketing Methods.
Missoma- Inbound marketing method consists of social media, including instagram, facebook, Pinterest and Youtube. As well as e-mail marketing to engage the consumer, there is also a weekly email subscription option where the consumer can gain access to relevant information and the latest product promotions. There is a sense of community from the organisation, through a disignated space for collaborative creativity. Direct messaging marketing is also easy to engage a lead, from answering any questions/problems. A loyalty system is used to encourage consumers to return to visit the site (Missoma, 2021).
Shaun Leane- The clear website design contains many high quality images to attract prospective customers. There are links to social media channels, including instagram, facebook, twitter and pinterest. Email marketing is also evident, consumers are able to subscribe to a regular newsletter to maintain, promote and update prospective customers. A wide range of contact information is available, direct website messaging, address, several phone numbers for making different personal appointments, enquiries and stock listings (Shaun Leane, 2021).
Orelia- In terms of initial attraction methods, social media links to Instagram, facebook, twitter and a blog are used. The blog topics relate to the buyer persona, including, ‘how to wear’, fashion, beauty, travel and company information. Email marketing is also evident for consumers to engage with a regular newsletter and promotions. Wish list feature is a good way of creating a list of products that customers can easily gain access to and will return to. Each Listed product also has the option to be shared on social media, as well as ‘Drop a Hint’ feature to a consumer's contact (Orelia, 2021) .
Report Of Two Organisations Inbound Marketing Methods
Organisation's Approach to inbound marketing
Shaun Leane and Orelia’s inbound marketing aims are to attract, engage and delight customers (hubspot.com, N.D). The approach is done through imagery as a significant and important part of initial attraction. Social media is evident with both organisations, regularly posting relevant content. Shaun Leane posts more inspiration content, whereas Orelia posts more lifestyle content connected to their blog. A strong website design also makes the customer's journey easier to navigate. Communication and service between business and customer is important when creating new leads. Both organisations use direct website messaging to reach customer enquiries. To maintain engagement, regular email marketing is used to update and inform existing customers.
Strengths and weaknesses of the inbound marketing approach used by each organisation
Shaun Leane’s inbound marketing strengths are, clearly knowing their buyer persona. This is evident through a variety of content and social media channels. This luxury jewellery business reflects their quality products with a strong customer service. Through a personal virtual shopping experience, contact information for a specific service e.g bespoke design service, repairs, free U.K. shipping on all orders, all making the customer journey more convienent. Both organisations use email marketing to update with information as well as to promote the latest products. However, a clear weakness in Shaun Leane’s company approach is a weak SEO and no blog, whereby missing out on a further opportunity to inform potential customers .
Orelia in contrast, has a different buyer persona and price point. The strengths of this organisation include sharing individual products via social media, wish lists, and ‘drop a hint’ feature. An integrated blog is also a great way to capture the attention and gain website traffic as well as improving search engine ranking (Duermyer, 2019) . The SEO is strong, located on the first page when searching for this type of product. However, weaknesses to their approach consist of limited contact information. This makes the customer's journey more inconvenient when needing instant information. There is limited variation in their content, which could be expanded by the variety of imagery and video.
When comparing the two, the best organisation at inbound marketing is Shaun Lean. This is because of the amount of information and service that's available to build a customer relationship. From the website you can see the organisation is assisting where possible with the customers journey by supplying many different communication options. As well as producing a variety of content on social media, it engages prospective and returning customers.
Give examples of how each organisation could improve its inbound marketing
Shaun Lean, could gain further support for prospect customers by having a chat bot, this would supply customer leads with information quickly. A FAQ section on the website, gains an instant response to questions. A wider use of keywords to improve the SEO, attracts customers to their website. A loyalty system for both organisations could be used as an incentive for customers to revisit their sites, increasing over time the CLV (customer lifetime value)( Oszi T, 2020).
Orelia could improve by increasing the communication and service through a phone number, address, online chat bot and FAQ. A wider amount of social media channels could also be introduced e.g Youtube and Pinterest. To turn a prospective customer into a promoter, the use of honest reviews on both organisations websites would be useful to gage an opinion on their products from another trusted customer.
Missoma (2021) [online] Available at - https://uk.missoma.com/?gclid=Cj0KCQiAs5eCBhCBARIsAEhk4r7cwRsGavd0pg5Vx7zETW-r4fAmAfLuj-RTRV84qi20fBVx-LJs8OwaAi15EALw_wcB [ Accessed 8th March 2021]
Shaun Leane, (2021) [online] Available at- https://shaunleane.com/?gclid=Cj0KCQiAs5eCBhCBARIsAEhk4r7u0_q1p_7yyH3n6D3tkbcA7OWZwS9wlxPZc33QWvytUTbdGTEOU24aAoWLEALw_wcB [ Accessed 8th March 2021]
Orelia (2021). [online] Available at- https://www.orelia.co.uk [Accessed 8th March 2021]
Oszi, T. (2020) ‘HOW TO CREATE CUSTOMER LOYALTY PROGRAMS: A DEFINITIVE GUIDE’
[online] Available at - https://antavo.com/blog/customer-loyalty-programs [Accessed 8th March 2021]
Hubspot.com (N.D) ‘What Is Inbound Marketing?’ [online] Available at - https://www.hubspot.com/inbound-marketing?tstamp=c05ef15a81403426e07b5bae654a02fad0a3dc4d [Accessed 8th March 2021]
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