Blog

Brewing up your latest inbound marketing and
business growth insights

 

The Pillar-Cluster Model has been around as a concept for well over a year now. BusinessBrew was first introduced to it via a HubSpot blog post and it was a dominating topic at INBOUND 2017. We implemented it as a test in the summer and refined it again in October 2017. Recently, we were asked whether it worked for our inbound marketing and what our thoughts were on the implementation of the model. We pulled some stats and really critically thought about whether it actually worked. Here’s what we’ve found:

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GDPR didn’t make the sky fall on Friday, 25th of May but it certainly caused an influx of myths, scaremongering and emails looking for our consent. One popular myth: Under the GDPR you need consent to contact customers. The scaremongering: You won’t be able to contact customers after May 25th 2018. The result: Lots of emails looking for consent that were unnecessary and in some cases even illegal. So let’s bust this myth and take the fear out of contacting customers!

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Most of our regular blog readers know that I’m really looking forward to the GDPR coming into force tomorrow (May 25th). I’ve spoken about how it feels when you realise you have something to hide and three reasons why as marketers we should be looking forward to the legislation. When Attorney IO shared an article with me based on answers from 129 law professors in the US, it dawned on me even more: Data protection is a benefit to customers and therefore an opportunity for businesses.

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SEO is constantly evolving. Search engine algorithms update multiple times a year (and that’s just the big updates) to emulate user behaviour more and more. This means, moving away from focussing completely on keywords to understanding how audiences interact with your page. In this blog post we want to give you a guide on conducting your first on-page SEO Audit.

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Vanity metrics have certain characteristics: they sound good on paper and they are rarely actionable. I’ve been blinded by vanity metrics in the past, focussing on looking good rather than finding the actionable (often more painful) truth about a campaign. Let me run through two of my pet peeve vanity metrics, why to avoid them and what to measure instead. You’ll see how the attributes of both apply across the board to vanity metrics.

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I think we can all agree that choice isn’t a bad thing. Being able to choose from multiple ice cream flavours, for example, can really make my day. It’s funny though how I tend to go back to the old favourites time and again without venturing into any of the other 20 flavours available. So what happens when we are confronted with too much choice?

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It seems a little counterintuitive to have an opt-in on a contact us form, after all, the person completed the form has asked to be contacted. Here’s why you should add one in.

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Often, digital marketers ask us why they are not seeing the results they hoped for from their efforts. We reply: “Do you apply the Inbound Marketing Methodology?” For anyone who doesn’t, we have put together a comprehensive online inbound marketing course.

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Perhaps a bold statement to make: GDPR will make inbound marketing better. For many marketers (at the time of writing this post) the GDPR is still on the long finger or even something abstract that sits with IT and legal teams. Make no mistake, it will influence how we generate leads online, process data and how we use it. It is a marketing effort just as much as IT and legal. So let me walk you through my three top reasons why I believe the GDPR will make inbound marketing better:

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