Blog

Brewing up your latest inbound marketing and
business growth insights

 

It’s simple really, closed loop reporting means tracking a lead from first visit to closed customer and even repeat customer. Think the equivalent of “from farm to fork” when it comes to knowing each step your steak took on the way to your plate. Each step can and should be tracked and analysed.

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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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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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You’ve heard about how inbound marketing is the way to go for startups. You are convinced that working your digital channels with inbound can yield results. You are raring to go. You sit down and take the first step of looking at the inbound marketing methodology and immediately feel overwhelmed. Do you really need to implement it all at the same time to make it work? Deep breath, you don’t. Let’s talk about how to get your inbound marketing off the ground without stressing out.

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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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A number of years ago I worked for an organisation where my CEO asked me: “Why don’t we just target everyone? In the end, it doesn’t matter where customers come from as long as they do.” You’d be surprised how often I’ve come across this statement since. Let’s look at why targeting everyone equals targeting no-one.  

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We are drowning in acronyms and more buzz words than we can shake a stick at. Do we really need “inbound marketing” as a term? Is it not just digital marketing?

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Paid advertising on social media and Adwords is guaranteed way to get your product or service in front of an audience. It’s fast, the setup is simple enough and you can see results. You spray paid ads and pray for a good return. What if your startup could use your budget more effectively and you could get a bit more thinking behind your PPC?

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Okay, okay, don’t get too excited, we all love a good party but this post is less about booze and more about content marketing. I want to share with you the top rule you need to obey when it comes to your content. Whether it’s social media messages, your blog, ebooks, videos, help documentation...you want to apply the Cocktail Party Rule.

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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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