For this task I visited the websites of the following 3 companies before writing the below report:

• Hyundai Cars
  • Hyundai | UK | New & Used Cars | Hyundai Car Deals
• WILD Deodorant
  • Sustainable Natural Deodorant That Works | Wild Natural Deodorant – Wild UK (wearewild.com)
• Hello Fresh
  • HelloFresh: #1 Recipe Box Delivery Service | Dinner is Solved

Following my review of their websites I have decided to report on the inbound marketing methods used by Hello Fresh and Wild Deodorant.

What is each organisations approach to Inbound Marketing

Hello Fresh

They seem to be really bought into attracting customer to their site. On an initial search using Google their website came up as paid ad and it was also first on the list when you directly searched for the name as well as some links to the answers to key. When you search something more generic (ready to cook meals delivered to your door UK) their website is no2 in the paid ads and then not listed in the first page of the search. You had to go way down to find it.

Wild Deodorant

When you do a direct name search for WILD their website is top of the list. If you search for sustainable deodorants the first 3 hits are links to articles rating the best in this field. When you get to the product websites, WILD are 3^rd on the list. When you get to their website there are offers to entice you in and the website itself is very vibrant and colourful.

Strengths of the Inbound Marketing approach used by each company

Hello Fresh

They have some great introductory offers when you first go onto their website that entices you to make a first order and those enticements go on beyond that – 25% off for the first 2 months and receive 3 free gifts. It’s encouraging the visitor to the site to find out more and become a longer term subscriber. They have a BLOG which is updated regularly with fresh menus which again encourages visitors to go back and see what’s available now – it keeps interest in their offering strong. The BLOG opens in a new window so you don’t actually navigate away from the main site. You can opt into a mailing list and again receive discount from your orders. They have good presence across social media in Instagram, Facebook and Twitter with Instagram having 247,000 followers compared to their Facebook group with 2.4m likes. They also have good customer testimonials in the form of Instagram posts which grabs the attention as they are pictures.

Wild Deodorant

Similar to Hello Fresh they have some great introductory offers for new customers. They offer 10% off your first offer is you answer the question – What matters to you about your deodorant? This is clever as they are getting market research back and building a strong message of what their customers find important. They are trying to solve a plastic waste problem and seem to want to appeal to the younger demographic with their use of colour. They have an option to refer a friend and have them receive discount but doesn’t seem to be anything in it for the current customer to do this. They do change up the products that they offer with new scents so this can entice you in as well. They do have social media presence but in order to join the Facebook VIP group you have to answer questions to join and it’s not immediate.

Weaknesses of the Inbound Marketing approach used by each company

Hello Fresh

All their offers seem to be for new customers rather than encouraging existing customers to stay with them. This might be something that happens via emails once you are signed up but if it isn’t then it’s something that they need to consider. There are no podcasts or videos around preparing the meals which I think would add additional content to the site.

Wild Deodorant

They don’t have a BLOG, videos or anything slightly more interactive. There is an option to join a mailing list but it’s hidden at the bottom of the page and not immediately obvious.

Which organisation was best at Inbound Marketing and why

In my opinion Hello Fresh appear to be doing a better job with Inbound Marketing. Their website is engaging and there are lots of different sections to interact with – the have a clear calendar for providing new and interesting content via their Blog and with Instagram interaction. Although a lot of this is also done well by Wild I feel that they are missing the mark slightly.

How could each organisation improve their Inbound Marketing

Hello Fresh

It would be great to see what they can offer existing customers and reward them for their loyalty when there are several other companies offering this service. Adding videos of how to prepare the recipes would be a great addition – as we know more and more of us are watching video content online and often get our education this way.

Wild Deodorant

They should look at making signing up to their mailing list more obvious as this could help attract new customers. Would also be good to see offers for existing customers so that they help maintain loyalty to the brand.