Inbound Marketing-
Who does it better?
OVERVIEW
I have conducted research into inbound marketing methods used by three organizations/websites, all of which in the area of personal development. The three websites I researched were: jimkwik.com, tonyrobbins.com and jamesclear.com. In this report I will be reviewing the marketing methods used by Jim Kwik’s & James Clear’s websites.
Jim Kwik’s Approach to Inbound Marketing
Kwik’s website uses Inbound Marketing effectively. He leverages multiple formats of content, including images, videos, podcasts and articles, engaging with visitors at all stages of the buyer's journey; awareness, consideration and decision. Kwik's website utilizes existing customer reviews, an effective demonstration of the Inbound Marketing Flywheel Method, using customers' positive experiences to attract new customers. Kwik maximizes content to guide his audience to his products and services; books, courses, coaching and public speaking.
Jim Kwik’s Strengths
Kwik’s website demonstrates his Inbound Marketing strengths. The website is user-friendly, easy to navigate and includes clear CTA’s. Kwik offers a free gift to add value and provide incentive to join his mailing list or purchase his book, an example of a Gated Content, indicating Kwik uses email marketing to engage with visitors through the buyer’s journey. Kwik’s website includes links to his social media platforms, which are optimized by using relevant content to the platform. Infographics on Instagram educate and entertain the target audience, informative video content appropriate to the buyer’s journey consideration stage are uploaded to YouTube and posts on Twitter establish Kwik as an industry thought leader. Multiple forms of content are used on Facebook, most impressively, Kwik has a “Kwik Brain” community on Facebook, a way of leveraging existing customers' reviews, experiences and content as a form of promotion.
Jim Kwik’s Weaknesses
Kwik’s Inbound Marketing methods could be improved in his SEO and SERP. Kwik is easy to search if you know who he is and what he does. However, the self development audience would not easily find Kwik’s website searching phrases like “brain coach,” or “speed reading.” Kwik does not appear high in searches for these words. Although some of these keywords/phrases are used in his meta description Kwik could use more relevant keywords to help the self development audience find him more easily.
James Clear’s Approach to Inbound Marketing
Like Kwik, James Clear uses content to guide his audience through the buyer’s journey towards his product and services; books and public speaking.
James Clear’s Strengths
The self development audience would easily find Clear’s website through searches such as “habit strategies'' and “habit development.” Clear’s website is user-friendly and effectively utilizes written content. The website includes links to his blog and newsletters, which educate and entertain visitors. They also include distinct CTA’s, leading to his book. Like Kwik, Clear uses the method of Gated Content, offering free lessons and chapters of his book to entice visitors to sign up to email marketing. Offering a free trial of his product is an effective way to engage with visitors in the consideration stage of the buyer's journey.
James Clear’s Weaknesses
Clear could improve his Inbound Marketing methods by using more diverse forms of content. Very little image, video and audio content can be found on his website. This theme continues on his social media platforms. His Instagram effectively uses infographics but does not include entertaining images. Clear could implement other forms of content such as video or images that include customers' experiences of his product; for example “before and after” images of people successfully implementing concepts taught in his book.
Which Organizations Inbound Marketing Is Better
In my opinion Kwik’s Inbound Methodology is more effective. He utilizes a more diverse range of content to guide his target audience, the content is entertaining and educational in order to attract visitors. His informative videos and podcasts help convert visitors into leads, his email marketing and Gated Content give visitors an insight to his book and once a customer, he continues to engage through his online community, attracting new visitors.
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