The “buyer personas” of these organizations are more likely to be overseas students, age 18-30, interested in improving their English level. Both organizations have a good web design and a contrasting call to action (CTA) on their websites. At Brown English, I tested CTA of the button “online English level test”. English Wise offers free trial lessons after filling the CTA form. I received follow up messages from both organizations quickly, however, the content of the emails could contain CTA to engage customers more.
Both have a working mobile version of the website with different types of relevant content available: text and images, video content and blog. English Wise has a chat-bot, which is a positive point for the user’s experience as it provides immediate customer attention.
Social media is an important part of inbound marketing strategy. As mentioned before the age of “buyer persona” of these 2 organizations is the age of users with the highest social media engagement level. English Wise has got only Facebook and Instagram profiles. Its Instagram can be improved by adding information about the company, IGTV videos, 24 hours stories, regular posting on Instagram and Facebook, adding more creative content and adding CTA.
Brown English has a more significant presence on social media: Facebook, Instagram, LinkedIn and YouTube. YouTube video content is a big plus as it’s the type of content most preferred by their “buyer personas”. The organization has IGTV video on Instagram, saved stories and more frequent post publishing than English Wise. Brown English could improve by the connection and integration between all available social media accounts and the website, adding CTA on Instagram and Facebook, more frequent stories, and regular release of new videos on YouTube.
Both organizations are highly recommended to interact with their audience: to create giveaways, contests and other methods of involving new followers. It´s also recommended to create a twitter account, its essential for customer service today.
Brown English SEO ranking is higher than the English Wise’s, however, both organizations would need to take the following actions to improve their SEO:
- Hreflang: There is no possibility to choose multiple countries or languages. In my opinion for English courses product, it’s highly likely that their targeted audience is not fluent in English.
- Meta descriptions: Brown English has about 10% duplicates, English Wise: around 52 % of meta descriptions are missing.
- Meta keywords: 32% of meta keywords missing by Brown English, 99% missing by English Wise.
- Page titles: Brown English – ok. English Wise needs to improve it: about 20 % are duplicated.
- H1-H2: Brown English 72% of H2 are duplicated or not optimized. English Wise: 40% of H1 are missing, 63% of H2 are duplicated.
- It´s recommended for both organizations to add more organic keywords.
As the part of their inbound marketing, Brown English has done great work with their blog, to promote it they could add share buttons for social media. English Wise should add more posts and more topics to their blog. So far their content strategy is not developed.
In conclusion, I must say that both organizations have put lots of efforts for their inbound marketing strategy, however, Brown English progressed more in this: it has better SEO, more content on their blog, more presence in social media channels, more regular post updating in social media platforms than English Wise. However, for the good and structured inbound strategy, the organization needs “to integrate” their efforts between different inbound marketing channels.