Friday Findings

Welcome to my new column Friday Findings. Here I will offer insights and findings on selected marketing topics and more.

Friday Findings – Approaches to Inbound Marketing

The two organisations I chose to compare are London’s National Gallery and London Zoo, two world renowned organisations with unique collections.

London Zoo

https://www.zsl.org

The website is user friendly and easy to navigate. Branding is consistent, the design is practical and uncluttered. Appealing visuals and clean graphics compliment sympathetic colours and whitespace.

CTAs are prominent and blended throughout with prompts for email YouTube, Facebook, Instagram, LinkedIn and Twitter engagement. A discreet pop-up survey gathers visitor data.

Content is fresh with topics regularly updated. Different aspects of the organisation are introduced and opportunities for public involvement are highlighted.

Content across all digital channels is broadly aimed at families. Switching between variety of media and regularly updated content linked to world events or Zoo life.

The Zoo requires funding to support collections and conservation efforts, their commercial approach emphasises this with appeals for support in return for opportunities for an enjoyable, educational Zoo experience.

National Gallery  

https://www.nationalgallery.org.uk

The website is sleek and intuitive, seamlessly integrating images with little whitespace. The collection takes centre-stage; reverent yet comfortable and familiar. 

Navigation is well designed; one can scroll effortlessly, top to bottom, dipping in and out of assorted offerings. 


CTA are prominently displayed. Email sign ups, a YouTube banner and bold footer buttons invite Facebook, Twitter, Instagram, and YouTube follows.


The approach is educative. Engaging content for learning, enjoyment and involvement aimed at young adults/adults. High-quality videos offer introductions to multiple aspects of the organisation’s collection and purpose.

Inbound Marketing Approach: Strengths and Weaknesses

Content across all Zoo channels is broadly aimed at families. Switching between images, video, news and merchandise offers. Channels are regularly updated with a variety of media and messaging.

Content is regularly updated across all Gallery channels, showcasing paintings or artists, linking with special dates and events. Merchandising is prominent on socials, perhaps too prominent. Content rotates between images, slideshows and video, although somewhat dry and formulaic.

Both rank highly in Google searches. Keywords are used effectively. These unique historical organisations use SEO tools and paid advertising, their inbound marketing efforts reflect their status. SimilarWeb shows the Gallery to have the greater overall traffic and engagement.

Both sites boast responsive designs. However, in terms of content accessibility, National Gallery could be more inclusive and attractive for a less knowledgeable market whilst London Zoo could adopt a more dynamic, balanced approach between fundraising and fun.

Best at Inbound Marketing? And Why?

I prefer the Gallery’s approach to their website design and content projecting less as a marketing/ticketing tool and more a space for digital experiences and learning opportunities. 


The Gallery stands out across socials with many more followers whilst London Zoo has a slightly muddled social presence with several related IG accounts.

The Zoo’s website and digital presence is intertwined with the Zoological Society, lacking clear distinction which is confusing.

Examples of how each Organisation could Improve.

To provide standout shareable digital content, both organisations might consider increased cross-branding initiatives and partnerships with celebrities and influencers.

Millennials and Gen Z engagement can be encouraged with content referencing popular culture, guest bloggers and presenters, podcasts, interactive and participatory programming, downloadable assets, takeovers and music moments. 

Websites would benefit from AI chatbots and more organisation/audience interaction across social channels.

Both the Gallery and Zoo’s social posts are somewhat one-dimensional and predictable, both organisations could actively listen to their audience and use their platforms and collections for discourse on trending geopolitical and social issues.

---