Inbound and Social Media Marketing. Assignment 3 - Section 1 - Task 1
Section 1 Assignment 3 – Task 1
What is Tesla?
Tesla was founded in 2003 by a group of engineers.
Tesla builds electric cars, scalable clean energy generation and storage products.
Launched in 2003, Tesla’s ‘cutting-edge’ battery technology and electric powertrain.
Tesla designed the world’s first ever premium all electric sedan from the group model S up (0-60mph in 2.28 seconds)
Tesla is run by CEO Elon Musk and his factories are based in Fremont, California and a Gigafactory in Shanghai. (‘Gigafactory’ Giga the unit of measurement representing ‘Billions’)
Other than just premium electric cars developed by Tesla, they also manufacture a set of energy solutions, power walls, power pack and solar roofs.
What is Tesla’s approach to inbound marketing?
Tesla’s website as a first impression is very clean and visually pleasing.
By it being a more visual experience for Tesla’s audience, it plays a key role in attracting and delighting potential customers.
However, does it uphold methods of inbound marketing that are successful in promoting their organisation through content?
Let’s see...
First of all, Tesla never uses:
-Paid promotion
Starting with the first view of the home page, it seems to be an organised, easy and usable website to allow visitors to navigate around. It has categorised headings at the top of the page stating all models of cars and other sources of power they provide.
Tesla’s website does have a blog, but it is not presented on the website as a heading, it is within the ‘News’ section which is located at the bottom of the page. The location of this link could be placed more noticeable as it is in small font and very hard to find.
Furthermore, there are no other forms of content such as podcasts, made directly from Tesla.
This is a weak point for Tesla as they could result in even more promotion of its organisation if it had its own podcast, this would make it personal coming directly
from Tesla and also providing another platform of promotion on the development of Tesla to a different audience.
A strength of Tesla’s website is frequently updated relevant content, such as the types of cars and their models, or a new additional update to the latest model and its systems, as its cars act not too dissimilar as a smart phone.
All images and videos of all Tesla cars are a true representation of the construction of the vehicle.
Each car model has its own video montage of the vehicle within its description page, also including annotations of description on performance or range information on the vehicle.
Tesla has revolved its website around visuals and images of their products, they are simple but also descriptive and that’s what a visitors first impression will be, on what they see first and people are drawn to images and videos first before reading information provided.
There is only one form of ‘tutorial’ on the website and that would be in the ‘Touchless Test Drive’ section which is inserted as a link on the home page, right in the centre. It is a very unique and clever way to promote their cars function without having to leave your home to find out in physicality.
However, although that is the only ‘tutorial’ type of content on the website itself, there are other forms of video content involving all types of Tesla’s out on the internet like, Tesla’s YouTube channel where all advertisement on all models is uploaded for visitors or even customers who own Tesla’s themselves, to seek tutorials or further information on their vehicles.
Due to Tesla having their own YouTube channel it seems to be that any source of social media that Tesla use to share content of their organisation such as, Instagram, Facebook and Twitter are not on the website.
Again, as another weakness of their marketing skills, I believe that if the website consisted of the social media links of Tesla’s accounts, it would be less work for visitors to leave the website and search for the social media applications separately.
Although Tesla’s Instagram account holds 7.5 Million followers and 6.6 Million followers on Twitter, it could result in even higher followings from people first visiting the website before any form of social media.
Tesla includes a couple of CTAs. (CTA stands for ‘Call to action’.) such as, ‘Learn more’ at the centre of the page at first sight view, ‘Shop’ on the top right heading, ‘Accessories’ and ‘Buy now’ at the bottom of the last home page slide.
I believe if they placed a CTA like ‘Buy now’ at a more prominent place on the home page, for instance, the first slide, it would help entice visitors to consider purchasing, however with a CTA like ‘Learn more’ it is a less ignorant way than saying ‘buy now’ of attracting visitors to research more of their vehicles available, before they consider purchasing.
Lastly, another strength of Tesla’s marketing method through emails, is the use of CTA’s as a way of directing visitors to their website. For example, ‘Drive our newest model’ and ‘Find out more’.
Tesla does not take interest in spam emails. Knowing this type of method does not work, they send emails direct to customers only to their search preference.
As someone who has signed up to Tesla, I have received emails only relevant to what I have searched for or about a previous purchase I have made. The previous order of the model 3 that I made, I cancelled, but Tesla still send emails only when new cars have been released, such as the occasional emails of ‘Drive our newest model’
This entices me to instantly click and see what the latest innovation Tesla has created, as they are a fast pace development organisation and always have something new to offer.
Compared to the second organisation choice, with around 192.5 million followers difference, Tesla holds more SEO key words to search to enable a higher ranking on any search engine, such as:
‘Electric car’ ‘Self driving car’ ‘Autopilot car’
To see all of these points on Tesla’s inbound methods, click the link below to take a look at the website for yourself.
How could Tesla improve and why?
A reason why Tesla has not convinced me of having a solid inbound method is through the fact of having to seek away from the website for content that is used generously through social media, which is an enormous part of business’ reach to their specific target audience. Tesla’s cars are like said before, ‘A fast pace development organisation’, however they decide to not make clear of their use of the ‘fast pace’ platforms for company’s promotion.
Furthermore, I feel Tesla could improve on its cross promotion between relevant companies such as SpaceX.
Although Elon Musk cross promotes Tesla through SpaceX, he could improve on returning the promotion of SpaceX through Tesla’ website or social media platforms.
What is Kylie cosmetics?
Kylie cosmetics is a makeup line created by Kylie Jenner, American media personality, socialite, model, and businesswoman.
The first launch of ‘Kylie lip kits’ was in November 2015, the sales the day of the launch skyrocketed which gave Kylie Jenner the reassurance that her business would be a success, so she changed the company name from ‘Kylie Lip kits’ to ‘Kylie cosmetics’ the day after the launch.
Kylie cosmetics sells a range of products from: Matte lipsticks, Lip gloss, Eyeshadows, Highlighters, Blushes, bronzers and many more.
What is Kylie Cosmetics approach to inbound marketing?
Does Kylie Cosmetics’ website hold a blog or podcast on its website directly? This is Kylie Cosmetics first weakness.
No there is no way of other techniques to promote their brand, like through a personal podcast or blog on the website.
As a strong point, the website shows all social media accounts at the bottom of the home page. This is where you will find most links to company’s applications on their websites.
Kylie Jenner runs the majority of all the accounts herself.
She uses Instagram, Twitter, Snapchat and Facebook to promote her products in a very visual way.
For example, her most active source of social media, which is Instagram with a whopping 200 million followers, the topmost used social media app, helps her to submit videos on her profile feed or profile story out to her followers on her personal account as well as the ‘Kylie Cosmetics’ account, showing what her products look like, how to use them, how much do they cost and when they will be launched on the website.
Kylie Cosmetics has its own YouTube video where content such as makeup tutorials or challenges are posted for customers and fans to watch.
However, another weak point is that the YouTube channel is not linked on the website directly but there is a way of enticing traffic to the website through the YouTube channel, with a fine link underneath every video including content of Kylie Cosmetics products.
All images on the website of all products are relevant and true representations, whether that be for old products or newly released ones.
There is no sign of video content of the website showing the products in true form, in that way however, they do a lot of showing their products in more detail through the YouTube channel or Instagram, with videos such as product swatching, showing colours of lipsticks or blushes, etc.
CTA’s (Call to action) are shown at the centre page. This is a strong strategy for any website, as CTA’s really draw visitors to click on them if they are the first things they see, such as ‘Shop now’ or for current customers ‘Shop your favs
again’, this is a great way of connecting personally with their customers, by showing what they think they like as an individual, to purchase.
Kylie Jenner does not only hold the empire of Kylie Cosmetics but also a fairly recent company called Kylie Skin.
She also plugs Kylie Skin on her Kylie Cosmetics website. This is an intelligent marketing skill as she knows that the amount of traffic she receives to her website ‘Kylie Cosmetics’, it is easy to attract additional traffic to her other website ‘Kylie Skin’.
When searching for ‘Kylie Cosmetics’ two main SEO key words are used on her website to help rank her website as far up to the top of a search engine as possible.
Those key words are ‘Matte lipstick’ and ‘Cosmetics’.
According to weirdit.com. There’s a common misperception that Search Engine Optimization (SEO) is a stand-alone, magical online marketing tactic for boosting the quantity and quality of traffic and, by extension, SERP positioning. SEO definitely influences those results, but only if it’s leveraged at every point throughout a comprehensive inbound strategy. Social, link building,
keywords, content, email marketing, influencers.
Kylie cosmetics has completed all of these methods to achieve a boost on SEO’s.
To seek these strategies on the Kylie cosmetics and Kylie skin website, click here:https://www.kyliecosmetics.com/ https://kylieskin.com/
This could be because in the world of makeup it is known that having healthy, clean skin is also an asset to wearing makeup.
Kylie Jenner was clever in knowing that she could use her platform of Kylie cosmetics and her own social media accounts, to instantly promote Kylie Skin. The number of followings and traffic to all social medias connected to Kylie Jenner or Kylie Cosmetics, it was an almost guarantee she would have attention brought to her Kylie Skin organisation.
Lastly Kylie Cosmetics email strategy is fairly simple but also personal. Personal to you as a customer and to her collections.
Emails will be sent due to what your most recent searches on the website will be or if a new collection has been released and you are subscribed to their list of people to be first notified.
For Kylie Cosmetics I believe they could include a personal blog or podcast to improve, as they could attract a whole different audience who would prefer to research information on their products via either listening to a podcast or reading a blog. Using all skills within the inbound marketing method, there is always more opportunities to promote to more people around the world.
As an additional strength between both organisations, both websites are appropriate for mobile use. This is great as in this century, audiences use smartphones for their primary device for research.
Which organisation out of Tesla and Kylie Cosmetics is better and why?
To conclude, I am confident that both organisations have areas to improve their skills within the Inbound method.
However, I believe that Kylie cosmetics has a better website and method of promoting only due to her audience being a lot bigger and easier to entice.
Tesla’s innovation of electric cars like no other, still has a lot of convincing to prove to the world that his cars or electric technologies are something to invest in yet.
Tesla also holds a much older audience and that can affect the use of his platforms such as any form of social media, like Instagram, that his audience may not be used to connecting with.
Nevertheless, this is not a big problem for Tesla, there are small issues to improve on but both organisations have a great sight for how they want to promote their products/services in their ownunique way.
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