UBEREATS.
CONTENT MARKETING
& SOCIAL MEDIA
After understanding the online food delivery industry, UberEATS, and its competitors, this section will be focusing on UberEATS' strategies in content marketing and how they effectively use social media to acquire new customers.
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CONTENT MARKETING
Online food delivery services often perform content marketing via social media by uploading pictures of food from their partnered restaurants on a daily basis (which does not explicitly promote their brand), in order to stimulate the consumer's interest in their services, which allows them to acquire new consumers, and these social media sites are a platform for them to contact the business and vice versa.
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Marketing their content via social media sites such as Facebook & Instagram is also an effective way in engaging their customers as these sites help people to "connect, discover, and share" content.
This has a two-prong effect - it helps the business connect with their consumers and provide them relevant content, and it also allows consumers to connect with both the business and their friends, and share their experiences with the business, online. Thus, social media does play a large part in enabling the consumer to directly contact the business
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SOCIAL MEDIA
In terms of UberEATS and their social media sites, we will be focusing on two, namely Facebook and Instagram.
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In general, UberEATS uses the strategy of uploading pictures of food from their partnered restaurants, lastest promotions and pictures of happy customers.
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In terms of acquiring customers, UberEATS has a unique advantage. They are a stand-alone app, but were originally powered by the Uber app. This means that UberEATS has all the customer data from users of Uber. As mentioned here, Uber users do not have to create separate accounts.
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New UberEATS uses get a first-time user discount of $12, and current users who refer new users also get a discount of $3. UberEATS constantly updates their social media sites in order to keep their audience informed about the newest promotions and promo codes, which prompts them to make sign up (for new users), or make a purchase (for current users).
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UberEATS also constantly holds contests on their app, and they convey this information to their audience via their various social media sites. Due to the attractive prices and perceived benefits the consumers see, it encourages them to sign up, which allows UberEATS to acquire new prospects.