Inbound Marketing Methods - GoPro and Spotify's Strengths and Weaknesses
Inbound Marketing methods used by GoPro and Spotify
Image: CS Designworks
GoPro – Their Approach
GoPro are manufacturers of an action camera – their strapline being “The world’s most versatile cameras”. That in itself is a bold statement, designed not only to intrigue potential buyers but to boost recognition and reputation of their brand.
At the end of 2020, GoPro released “GoPro: Best of 2020” through their YouTube channel which has had over 1.3 million views. Through showcasing these videos obtained by users via a 3-minute video, this allows them to create an incredible amount of user-generated PR. In short, the product is able to advertise itself and attract new customers.
Strengths and Weaknesses of GoPro’s Inbound Marketing techniques
Now let’s look at their website. GroPro tick the boxes in terms of simplicity and usability, with clearly defined headings and a compelling 3D motion animation that showcases their newest product enticingly. As an inbound marketing tactic, they are offering a significant saving on their latest product with a 1-year subscription – all of which is above the fold with a clear call to action button: https://gopro.com/en/us
Within the footer of their homepage, they have a clearly laid-out menu which includes options such as tips and tricks, ‘how to’ guides, social media links and events. While this simplified approach is useful, there doesn’t appear to be an opt-in form to receive latest news and offers without signing up for a paid subscription.
In addition, GoPro’s website is lacking additional ways to make contact. Features they could consider are chat bots, options to download an app or a clearer contact form. In fact, their contact options are not easy for those outside of the US Pacific daylight time.
Social Media
Over the past 3 years, GoPro have leveraged on this idea by creating a “Million Dollar Challenge”. They set a challenge to the public to submit videos of their GoPro adventures in return for the chance to win a share of 1 million dollars. This is a clever move by GoPro, as not only does it provide them with a plethora of free content, it also encourages users to share their videos and therefore, promote the brand even further at little cost to them.
According to Cisco, video will account for 82% of all internet traffic by 2022.
Spotify – Their Approach
They create a personalised experience for their users by making customised playlists and recommendations based on individual listening habits. Positive user experiences equal ‘word of mouth’ popularity and brand recognition.
Strengths and Weaknesses of GoPro’s Inbound Marketing techniques
Social Media
With 4.4 million followers on Twitter, Spotify post several times a day about upcoming music, popular artists and news in the industry. Similarly, with 22 million Facebook followers, they have a wide platform to engage with current and prospective customers through inbound marketing. They do this by asking questions to encourage interaction, supporting not for profit organisations and promoting the latest artists: https://www.facebook.com/SpotifyAustralia
Looking at Spotify’s website, simplicity is key – with one large headline and a sub-heading that simply says “Millions of songs and podcasts. No credit card needed”. There is one single call to action on the page “Get Spotify free” – this links to a simple form that takes less than 2 minutes to complete.
While this approach is attractive from a usability perspective, there are some weaknesses here. The basic dropdown menus do what they say on the tin, however, if you wish to get in contact you have to search the site for ways to do so. They are also missing inbound marketing tactics such as newsletter sign up, chat bots and new features.
Partnerships
The strength to this approach is that they gain market domination – working with other big brands accelerate their popularity and brand recognition.
Who does it best?
The fact that GoPro utilise the content of their users gives them the edge on their inbound marketing techniques. Spotify are expecting new visitors to know the benefits of their product over one of their competitors such as YouTube and Apple Music, with no real key selling points showcased on their homepage. GoPro’s ability to engage, involve and promote their brand through their customers’ positives experiences is extremely effective.
From an SEO perspective, both companies dominate the first page on Google with their key terms. SEOquake (https://www.seoquake.com/index.html) rate both pages highly on the optimal measures such as URL, title, encoding and Google analytics. It does however, flag a few more warnings for the GoPro site such as HTML headings and XML sitemaps. Both companies would benefit from AMP versions which would make their pages load instantly on any mobile device.
References:
- GoPro.com https://gopro.com/en/us [Accessed October 2021]
- Ben Munson (2018) Fiercevideo.com, Video will account for 82% of all internet traffic by 2022, Cisco says [Online], Available at https://www.fiercevideo.com/video/video-will-account-for-82-all-internet-traffic-by-2022-cisco-says [Accessed October 2021]
- Spotify.com https://www.spotify.com/au/ [Accessed October 2021]
- Statista (2021, Online), Available at https://www.statista.com/statistics/367739/spotify-global-mau/ [Accessed October 2021]
- SEOquake: https://www.seoquake.com/index.html
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