Paula’s Choice
Charlotte Tilbury
Approach to inbound marketing
Charlotte Tilbury’s has an
integrated approach to inbound marketing, which touches every stage of the
buyer’s journey. The website is complex, with a glamorous look, offering a huge
amount of information. It contains many pictures and short descriptions for
each one. The site has also a dedicated ‘’HOW TO’’ section, where you can find
free video tutorials. Their tone of
voice is a friendly one, addressing their customer with ‘’darlings’’ in many
of their texts and posts.
Paula’s Choice is a skincare
expert company. Their approach to inbound marketing is simpler, but they still
manage to touch each stage of the buyer’s journey. The website interface is
user-friendly, there are pictures alongside short descriptions, but no
videos available. To succeed with the lead generation, the company adapted call
to action and landing pages to the website.
Both companies use email and
marketing automation. They integrated to the website an e-mail popup. Visitors
who decide to register, receive more benefits from both companies.
While Charlotte Tilbury has a
dedicated ‘’How to’’ section where they share video tutorials about their
products, Paula’s choice has an ‘’Expert advice’’ section where they share a
variety of articles related to skin problems and skin care.
When it comes to SEO, both
websites use keywords or combinations to make sure they can easily be found by
buyers.
Strengths and weaknesses
Charlotte Tilbury has a powerful
presence on social networks, being active on many social networks such as
Facebook, Instagram, Twitter, Snapchat, Pinterest, and YouTube. This is proven
also by the number of followers they attracted so far. They have 884K likes on
Facebook, and 3.9M followers on Instagram. They regularly update their content,
mostly with videos and pictures and they actively interact with their audience.
Charlotte Tilbury offers free consultation related to their products, and they
organize a lot of live beauty events host by specialists. The company
constantly partners with influencers helping them to organically grow their
reach. For some areas of the website, you need first to register to get access
to more information. This might bring more leads to them, but it also might
annoy new visitors.
Paula’s Choice has a simple, yet
well-structured website, sharing useful information with its audience.
Although it does not have a dedicated blog, it has an Expert Advice section
covering many topics in the skincare area. The website does not integrate video
content. Paula’s Choice is also being active on social media, but only on
Facebook, Instagram, and Twitter. They also interact with the audience, but the
content on their Facebook account is not regularly updated.
The best company at inbound marketing
While Charlotte Tilbury has a strong presence on social media, Paula’s Choice is active only on two networks. The amount of information is much bigger in Charlotte’s website, but Paula’s Choice has a better-structured website. However, the first company integrates more inbound marketing methods such as CTa’s, landing pages, or events. This approach allowed them to pursue more leads.
Improvements
It would be a good idea for both
websites to integrate social media buttons on their pages. Charlotte Tilbury
could simplify the content on their site and dedicate one page for a blog. Paula’s
Choice could manage to organize more online events, work with influencers to organically
grow their reach, and why not, extend on other social networks. They could also
consider including videos on their website.
