Blog

Brewing up your latest inbound marketing and
business growth insights

 

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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“DATA, good God y’all! What is it good for? Absolutely nothing...Say it again!” I love Edwin Starr’s song War and do believe it applies to data that we battle with. Just with one small amendment: “DATA, good God y’all! What is it good for? Absolutely nothing unless you act on it...Say it again!” Sorry, for putting this tune in your head for the rest of the day, but trust me, it will be worth it!

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Nikita and I have worked with the inbound marketing methodology for years. We are believers, the choir and the preacher rolled into one. BusinessBrew’s belief is to put the customer first and work all marketing activity around them. Real success for us is when the customer centric approach spills out of marketing into other departments. So when we compare inbound vs digital marketing, inbound has a much wider impact. And then we see it: Inbound Transformation.

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Twitter announced this week that we can now use 280 characters instead of just 140 in a tweet. The reactions are mixed from some users being very excited about it to others complaining that all they wanted was an edit button. My reaction, what difference does doubling the character count make if you have nothing of value to say?

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Customer experience is slowly overtaking product and price as key brand differentiator. Think about it, whether as a consumer you buy B2B or B2C, you favour businesses that offer positive experiences during and after the sales process. In the end, people buy from people. For marketers, this means getting the customer journey down and managing it effectively.

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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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Duplicate content is one of the fastest killers of organic ranking that I’ve ever seen. All your beautiful inbound marketing and SEO efforts…destroyed. You’ll be surprised what actually consists of duplicate content on your site, so be sure that you check yours regularly for duplicate content and adjust. Here’s the why, what and how:

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SEO (Search Engine Optimisation) is your most important driver of traffic to your website. During all stages of the buyer’s journey prospects search. Think back to the last few items you bought: Did you research on Google? Did you go back to search to verify assumptions during your buying decision? The answer is yes, and this means we have to get SEO right to reach growth goals.

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We’ve updated this post on April 06th 2018 to reflect the new Analytics Tools in HubSpot. RIP old Sources Report, welcome new tools!

Closed loop reporting is one of the great features HubSpot offers straight out of the box. The only thing you need to do is ensure your data is entered correctly and you can easily see your full conversion funnel.

In this post, I’m going to dive into the HubSpot Analytics Tools. I’ll give you an overview of what you can see and how to pull the all important “So what?” information out of it so you can get to work.

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In our last post we spoke about the basics of closed loop reporting - what it is and why you need it. Now, we want to dive a little deeper into what you should include in your reporting to get your inbound marketing funnel delivering.

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