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Brewing up your latest inbound marketing and
business growth insights

Nikita Smits

Nikita Smits
Marketing strategist and GDPR specialist. Nikita was one of the founding members of BusinessBrew but is currently working as a digital marketing specialist at a Copenhagen startup.
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Recent Posts

 

Believe it or not, there has been a lot of research done and all of these projects result in the same conclusion: When you focus on solving for your customer, your business will do better. Surprising, right?

Acquiring new customers can cost up to 5 times more than keeping customers, and a 2 percent increase in customer retention has the same effect on your bottom line as cutting costs by 10%.

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We’ve explained what consequences GDPR has for your marketing efforts before. Some of you might have considered which of your marketing and sales practices become more difficult once the rules are in full effect. But, most people we speak with consider 25 May 2018 far enough out to not prioritise the work needed to prepare. We disagree.

Ask yourself what part of your marketing database you’re not allowed to contact after that date. How much time would you need to segment your database on opt-in information? How long do you need to run an opt-in or engagement campaign? Finally, have you reviewed your sales and marketing handover?

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From day one of my inbound marketing journey I’ve had discussions with other marketers about the advantages and disadvantages of gated content. For years I’ve been working with businesses and telling them to gate their valuable content in order to drive sign-ups and build a database of people who are interested in what you have to say. But as with a lot of marketing practices, it might be time to rethink how we do it.

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After a number of years of discussion, the European Union accepted the General Data Protection Regulation (GDPR) in April 2016 and it is now European law. GDPR was created to give individuals more options to control how their data is held by organisations. The deadline to comply with the new law is May 25th 2018. Many organisations say they are not ready, are you?

 

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We've talked about figuring out where to start with your inbound efforts on this blog before. You don't always have to start with 'attract'. When we get to work with a new business that has already implemented the inbound methodology and (often) the HubSpot software we start with a full inbound or portal review. Reviewing your HubSpot portal should be done along the structure of the inbound marketing methodology so you can critically assess all elements that together make up your marketing strategy.

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Every year HubSpot releases the State of Inbound Report, which benchmarks the goals, challenges, and priorities of marketers around the world. The report has invaluable insights on current inbound marketing trends.

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We never pass up an opportunity to learn from other marketeers, and this is why we’re excited to be organising our very first HubSpot User Group in Copenhagen. The inbound community is growing and this event gives us an opportunity to get to know each other and hear how some challenges we all face were tackled by others.  

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Emails are an important part of your marketing efforts when you want to encourage recurring business. This is even more so when you have an e-commerce business. And, as an e-commerce business you have one distinct advantage over everyone else: you send transactional emails during purchases. These emails are naturally opened and you have the opportunity to solidify your brand image, offer secondary purchase incentive or simply ask your new customers to become part of your tribe on social media.

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“Will inbound marketing work for me?” is what just about every e-commerce business asks when we first review a marketing plan. The simple answer is yes. Inbound marketing for e-commerce boils down to the same four stages as defined by HubSpot; Attract, Convert, Close and Delight.

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Alright, you’ve decided you need to kick your marketing into gear and you realise inbound is the way to go. But where do you start? My advice is to start by understanding the sales funnel; the journey your leads take before becoming a customer. This is where we’ll start today and we’ll detail further steps in future blogs. Let’s dive into understanding the Customer Journey or Sales Funnel.

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