A review of two companies use of inbound marketing methods The Works & Hobby Craft

https://www.theworks.co.uk/

https://www.hobbycraft.co.uk/

Each Organisation's approach to Inbound Marketing

The brands I have chosen are The Works & Hobby Craft

Both site’s approach to inbound marketing is all-encompassing and meets the criteria of the flywheel by been able to attract, engage and delight their customers,

The Works attract customers their site by using engaging content through their social media channels such as Facebook, YouTube, and Instagram and promote new deals on their landing pages. Still, they don’t offer a blog or testimonials directly from their site. They rank high with organic search results on Google.



(Image 1 – Facebook 2021 Facebook Image how they are using social media platforms to engage with customers) (Picture)

Hobbycraft’s approach to inbound marketing is like the works using multiple platforms to engage with customers. With online workshops on YouTube, YouTube Kids & Facebook. Its’s easy to navigate around the site and rank high on SEO results for keywords. 




(Image 2  - Google 2021- A screenshot of Hobby craft ranking high organically on the search engine results page(Picture)

Strength and Weaknesses of the inbound Marketing Approach?

Hobby Craft site is presented with deals and is easy to use; they use organic SEO effectively and rank high for numerous keywords. The home page boasts a high customer rating on trust pilot showing they are keeping the customer-focused and aim to please and keep customers happy; they keep people engaged with the site by offering online-only web deals, Customer who purchase goods can opt into their email marketing, and they use their remarketing approach to retarget customers.

However the site doesn’t offer a Chat-bot this could provide a different approach with the buyer journey allowing the Customer gets a more personalized approach, the blog content on the landing page should be more accessible, I also believe that the development of a smartphone app would keep the flywheel spinning as being able to push notification through to smartphones would increase traffic to the sites in the future.

The Works have a good focus on the social media channels but seem to focus more on Facebook. They rank number one on Google Search engine results page organically; they are relevant with their seasonal products ensuring that the customers are getting the right information at the right time.

The Works could improve on their inbound marketing approach by focusing more on customer reviews, As with hobby craft who have an average rating of 4.1, their thoughts are currently at 2.5 with only 27% of customers rating their customer service as excellent in comparison to Hobby craft this now stands at 73% (Trust Pilot 2020) being customer-centric should be the forefront of the decisions the company makes.

Which organization was best at inbound marketing and why?

Hobby Crafts approach the inbound marketing ticks all the boxes when reviewing an inbound marketing campaign; they have a good following on social media channels. They produce more content regularly; they have ensured that the customer reviews are routinely checked and address any issues the customers also rank higher on specific keywords compared to their competitors.

How each company could improve its inbound marketing?

The Works could improve their inbound marketing by looking to increase their customer rating. Being more customer-focused people are less likely to purchase online when reviews are poor compared to their competitors.

Hobby Craft could optimize their site with more video content on the initial landing page according to Hubspot people 54% of people are more likely to engage with your site. They have good engagement on YouTube with workshops that customers engage with, but there are no direct links from their landing page, customers could get more inspiration on products they purchase if they made this more available. They could also benefit from having a customer log in making purchasing goods more streamlined for returning customers.

 

Link to Blog

https://mercartusmedia.blogspot.com/2021/01/a-review-of-twocompanies-use-of-inbound.html

 

 

 

 

Reference List

The works – Landing Page (N.D) Available at https://www.theworks.co.uk/

 (Accessed 4th Jan 2021)

Hobby Craft – Landing Page (N.D) Available at https://www.hobbycraft.co.uk/

 (Accessed 4th Jan 2021)

 Trust Pilot – The Works Store Limited – (N.D) https://uk.trustpilot.com/review/www.theworks.co.uk

 (Accessed 4th Jan 2021)

Trust Pilot – Hobby Craft Limited – (N.D) https://uk.trustpilot.com/review/www.hobbycraft.co.uk

 (Accessed 4th Jan 2021)

Hubspot – The Ultimate List of Marketing Statistics for 2020 (N.D) https://www.hubspot.com/marketing-statistics

 (Accessed 4th Jan 2021

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