Digital Presence Audit: Kincrome's digital toolbox needs a tune-up
Michael BogatyrevDigital Marketing · 14 October 2025
My name is Michael and I'm a Head of Digital sharing a bit of marketing magic, plenty of knowledge and a lot of dedication.
Kincrome has the tools, but does its digital strategy measure up? My research reveals gaps in SEO, customer journey, site speed, and strategy. The good news? With initiatives like Kincrome Academy, adjustment of audiences for the viral-ready content for TikTok & YouTube, and ideas like Fix It Forward and Garage Makeover for Heroes, the brand has huge potential to boost engagement and sharpen its online presence.
Kincrome's Digital Toolbox Needs a Tune-Up
In a nutshell, this would be a basic audit that every company has to perform once a year, assessing these vital areas as they help shape CJMs, Strategies, and mid-Term goals.
Brand Search Pulse
Query Insights Snapshot
Regional Brand Trends
Website Health Check
Catalogue Experience
Sale Page Neglect
Cart Mystery
Broken User Flow
Social Media Edge
YouTube Discovery
Video Strategy Goals
Content Gap Review
Facebook Missed Chances
Instagram + TikTok
Linktree Mystery
Threads
Pinterest
Brand Search Pulse
BlockerAt first we will look at the brand keyword performance, the main things for first sight are brand keyword dynamics indicating if marketing team is focusing on the right direction, and secondly we can see current shares enlighting brand awareness level. Let's see how Kincrome performs on a brand level, here we can use a simple and free Google Trends tool. While paid tools like Ahrefs & Similarweb can provide you with even more detail and useful insights. Easy search for Kincrome and key competitors gives a general observation of brand awareness/brand marketing effectiveness showing the share of brand enquiries. Here we see that Kincrome has one of the smallest shares across key competitors.
UnlockCheck Google Trends monthly. It shows where you're losing attention and where organic awareness is quietly growing. Every brand campaign ends up with the growth of Direct and Brand Organic, if not, it was ineffective.
Observation: Next page disclose us queries more precisely and we can find some insights here, such as most popular retail partner, top category, top product, as shown on the screenshot. You can then use these findings for shaping brand and channel strategies, go to market plans etc. From here we can assume that bunning is the main/biggest retail or the partner actively influencing Kincrome awareness, second takeaway is that key category/product toolbox and socket set.
Hint: Treat search queries as free focus groups. They reveal what people actually care about — not what you think they do.
Regional Brand Trends
Observation: Another page of this report shows performance by territories and states, which helps to allocate brand efforts more wisely. For example, rural areas demonstrate higher brand interest, and this can suggest several hypotheses:
Audiences in rural territories are more brand-connected. In smaller markets, consumers may have stronger emotional ties with practical and reliable brands, especially those associated with durability or local reputation.
Competitors may spend more budgets on brand marketing in eastern states. This can cause higher brand awareness in these regions, while rural areas rely more on organic visibility and word of mouth.
Brand usage patterns differ between regions. Consumers in regional Australia might use tools more frequently for work or home improvement, increasing organic brand searches.
Retail distribution density affects search behaviour. In remote areas, people research products online before purchasing, as fewer physical stores stock the full range.
Local partnerships could strengthen brand presence. Collaborating with regional retailers or sponsoring local events might further improve loyalty and awareness in high-interest territories like Tasmania and Northern Territory.
Hint: Tailor campaigns by region. Rural Aussies value trust and durability; city customers notice image and convenience.
Website Health Check
BlockerBefore going to the website, let's use another simple tool to check the vitals. PageSpeed Insights is a free Google tool that allows you to assess your site's performance by four key criteria: Speed, Accessibility, Best Practices, and SEO. Moreover, it gives you some recommendations right away. If you criticise, you also need to provide a solution - in its pure form. Kincrome's website shows a moderate performance in several areas, indicating a great opportunity to build up organic performance.
UnlockSpeed equals money. Fix PageSpeed issues fast — Google ranks you higher, users stay longer, everyone wins. If you wonder how to score 100, read this guide.
Catalogue Experience
BlockerHaving some inputs on hand, we can now go straight to the Kincrome homepage and see if it's nicely built and user-friendly. I want to find the most popular category I saw in the trends, and apparently, it is at the very end of the list. Well, you might do it on purpose if you want users to browse other products before finding the one they're looking for - you can experience this in groceries when milk is placed on the far edge of the store. However, you need to be sure people won't leave without milk to justify that strategy, and Kincrome is definitely not the case.
UnlockPut top categories up front. Don't hide "milk" at the back of the shop and hope people stay for snacks.
Sale Page Neglect
BlockerThe next popular place is the Sale / Discontinued / Cleanout section. This is an important tool for making a first impression and earning loyalty. This page has missing pictures and feels completely abandoned. It feels like the Kincrome team is doing so well that they have nothing to sell out - are they?! This page is begging for some good care.
UnlockClearance page can sell hard and it will also bridge you to the user's first experience. Consider strategies like Procter & Gamble brand Gillette, when the entrance price is low, but shortly after it rips you off with blade replacements.
Cart Mystery
BlockerThe same as the Discontinued catalogue, it is begging for prices, especially old and new prices. Otherwise, it simply makes no sense to bring people here. And this is the first time I've spotted the most tricky thing on the Kincrome site - the shopping cart. It literally took me a while to put all my thoughts together and match those two things - YOU SEE THE CART, but YOU HAVE ZERO OPTIONS TO ADD ANYTHING IN THERE. It's an absolute mystery how this should work, but I haven't spotted a single item with an Add to Cart button so far. Why is this so important? Well, besides simply confusing your customers, you also ruin your SEO, as one of the most important criteria for Google is how successful your website is at closing the user journey. If the user flow is distracted or incomplete, Google is going to teach you the hard way.
UnlockFix the cart first. No "Add to Cart" button = no sales, no SEO. Even if there is a limited list of selling items, make sure it's well-navigated and doesn't trick the user.
Broken User Flow
BlockerAs we found the main customer flow distracted, there is no point to look for other issues there, just believe me - there is plenty in there. Meanwhile, we go to Google and look for key categories there, to see what Google thinks, and Google proves it, showing everyone except Kincrome. First page doesn't appear with any Kincrome's results and we don't go to page 2, as this is out of expected results at this step of the journey.
UnlockA broken journey kills ranking. Every click should lead somewhere clear, fast, and satisfying.
Social Media Edge
Observation: It's time for some real fun now, and the road takes us to Kincrome's social media channels. And I want to say - these guys don't waste their time. This is a perfect example of excellent content marketing and probably the main reason why Kincrome has a 12-point share of interest despite the gaps we saw above. I absolutely love watching what these guys are doing online - it's sharp, it has a bit of humour, and the quality of the content is awesome. So, before going any deeper, I sincerely recommend that all marketers have a look at their social media.
Hint: Keep the humour, keep it human. That's what makes Kincrome's content actually work.
YouTube Discovery
BlockerNow, let's do some basic stuff. As we are trying to replicate the user journey, we will start with a user-specific enquiry on YouTube, and I think a relevant one is from the very top of the funnel, when people are not yet looking for the brand or product - they search for the idea, the so-called related queries. In our case, it's "how to polish a car at home" - and guess who is there? Ryobi and Milwaukee sharing the first page.
UnlockCreate top-funnel content that answers "how" before selling "what." Education sells better than ads.
Video Strategy Goals
BlockerNow we look for "Kincrome," and this is where the magic starts. They are doing an outstanding job in producing entertaining content - these guys are far beyond expectations and other brands. They have shows that you just can't stop watching. And if you want some real old-school fun, watch these videos. It's like Pimp My Ride and Survivor together - two in one.
While watching these videos, I can't quit thinking about this: There are four key goals for brand social media: build awareness, build trust, drive sales, and optionally - improve the after-sales experience.
For building awareness, brands use entertaining content, SEO-based materials that answer related questions, and collaborations with creators/KOLs to reach new audiences and stay top of mind.
UnlockBuilding trust is achieved through product videos, reviews, comparisons, and tests that show real results and customer experiences, helping the audience see the brand as transparent and reliable. Driving sales comes from removing user barriers with how-to content, clear CTAs, limited-time promotions, and stories that connect product benefits with real-life needs - turning engagement into action.
Content Gap Review
BlockerLet's assess Kincrome's content using these four goals as a benchmark and see if the content is comprehensive and sufficient at the moment.
Brand awareness: great one-directional content effectively aimed at off-road enthusiasts and extreme 4x4 fans. Garage tours cover DIY lovers. But still no well covered younger audiences, tradies, DIY lovers, and businesses. It's also missing the part with SEO-related questions and examples of what jobs can be done with Kincrome tools.
Building trust: content is missing comparisons, durability tests, and customer reviews, which are much easier to create now through collaborations on YouTube.
Selling videos: are not there yet or almost not precent - no promos, loyalty programs, or benefits were found. I would count in the reels about Tool For Life only.
After-sales experience: is well covered by "how to use this tool" videos - actually a user manual, and are definitely effective at the after-sales stage.
UnlockHaving such a bright content production team in-house, testing different I would also consider testing other awareness scenarios apart from the "Build Wars" and "Off to Cuffs" series. It could be social projects where the Kincrome team helps those who really need assistance - fixing houses, cars, or roofs, etc. Something like a Mr. Beast show, but where complete amateurs (people who can't fix or build anything with their hands) take on car-tuning challenges and then test their "masterpieces." A collab with Mat Armstrong - now that sounds interesting. Another idea - Kincrome Academy - could explain complex things simply, like building a house from the ground up.
Facebook Missed Chances
BlockerNow let's go down to each of the social networks to see some details, starting with Facebook, which is a great community builder but doesn't seem to be that important for Kincrome, as they just autopost everything there. Meanwhile, one of the first comments highlights some new market opportunities for Kincrome, huh!?
UnlockIf seriously, all the comments on social media have to be read carefully, categorised, and well thought through. There is no better source of product and user insights than your own comments. It's literally a free user survey - you just need to collect that and read it with your product marketing team.
Instagram + TikTok
Let's start with why I'm mixing those two together. Well, there are some differences that could justify separating them, but I would never recommend that for a business - it would be more expensive than effective.
BlockerAn impressive number of followers with compromised activity on posts is common for brands on Instagram. Only a few good examples exist, like GoPro or DJI. However, it's vital to adapt your strategy to grow engagement and encourage algorithms to show your content to more people.
UnlockAll social accounts require a brand to have a dialogue instead of just talking about itself, so routine tasks like writing captions with questions for the audience, replying to comments, and commenting on others are three simple essentials to keep up with. Moreover, mentioning the SKU that appears in your creative is helpful for driving sales by making the follow-up search easier.
Linktree Mystery
Personally, I don't like Linktree and don't recommend using this tool, as it brings more disruption than benefits. Like Eminem said - just one link, one journey, and one opportunity for your users. Bringing clarity and simplicity to that journey is important. The rest has to be done on your website. You've already earned the user's interest - you've got them to visit your site — and if your website doesn't convert, redo it and try again.
However, Kincrome already uses Linktree, so let's think about how it can be improved.
BlockerKeep the goal in mind: brands use social media to sell more - we already uncovered this earlier in the article. Looking at the options from this perspective, we see a bit of a mess, as the priority of options doesn't lead to sales. The first button literally says, "Hey, we see you enjoyed looking at our social media, and now you're warm enough to buy something from us, but no - go watch more of our cool videos!" Then "NEW RATCHETS" and "AUTOMOTIVE TOOLS" follow. I can't comment on that - just hoping you guys will put some top-selling categories there.
UnlockAdding descriptions (explaining what each button means) will increase conversion for some options, e.g. "TOOLS FOR LIFE." Adding "Discontinued products" is also beneficial, as it's the easiest way to get a first purchase and build loyalty.
Threads
BlockerThis one is genuinely misused, as it's a purely conversational app - all about sharing opinions, talking to your audience, asking and answering questions, and telling stories.
UnlockBest-case scenarios are:
Launch quick polls or Q&As to spark dialogue ("Which toolkit do you prefer?").
Share storytelling moments from workshops, real users, and tools in action.
Post short how-to tips or maintenance hacks to add value.
Run fun polls or debates to boost engagement.
Share product news, trade insights, and brand updates to show expertise.
Seasoned with UGC and EGC, when threads are posted from customer or employee accounts, these are the best use cases for Threads. By the way, I really love the video on the screen - it explains how Tools For Life works, and it's a great piece of content that I recommend sharing with a broader audience, not just your subscribers.
Pinterest
Observation: Not in use.
Hint: A good traffic source and a very cheap way to reach audiences for the brand. If you compare all social platforms and how much they cost the brand, you'll see that Threads, X, and Pinterest are the cheapest ones. Some concerns about whether the right audience is sitting there are quite legitimate — I can barely imagine tradies browsing Pinterest on their lunch break. However, there are brands like Makita, Milwaukee, and Ryobi there, and I think they don't do too much either — they're just securing the fundamentals of this touchpoint.
After all this digging, one thing's clear - Kincrome's got serious potential but still leaves too much gold unmined. The brand nails it on socials, with punchy, authentic content that feels local and real. Yet its website and search performance lag behind, hiding good products behind slow UX and missed SEO chances.
Find a role model like Ryobi, these guys do a lot of good channel coverage, benchmarking at them will help to grow.
The fix isn't complicated: tidy the digital house, make the user flow smooth, and keep the storytelling energy that already works on YouTube. If Kincrome connects those dots, it won't just compete - it'll own the conversation in Australia's tool market and way further.
Browse https://1door.cc/shop to fix your conversion issues and boost your business performance.
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