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3 Reasons Inbound Marketing Is Failing And How Agile Marketing Fixes It

You Don't Need To Run Inbound Marketing And Agile Marketing At The Same Time, But The Results Speak For Themselves

I’m going to take a guess – you found the title of this article interesting because at least some aspects of your inbound program are not performing up to your expectations. Maybe you’re not seeing enough organic visitors to your site, or you don’t have enough people reading your blog, or your top landing pages are not converting at a high enough rate. Maybe the situation is so bad that you’re considering scrapping your inbound marketing efforts.  

A lot of things could be preventing your inbound marketing program from producing the expected results, but if you’ve following the basics of inbound marketing and you still don’t see the needle moving up, try being more agile.

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7 Ways Agile Marketing Improves The Performance Of Inbound Marketing

Inbound Can’t Be Inbound Without Agile

Agile marketing is a phrase that’s starting to get traction, at least in the agency community, but with a lot of clients as well. The challenge is Agile marketing has a different definition depending on who you’re talking to.

Ask most inbound marketing agency owners or marketing team leaders if they practice Agile marketing and the answer is going to be yes. They’re not lying. They believe they respond in an agile way to client requests or requests from internal stakeholders. They believe they work in a way that is agile. But in reality, do they practice Scrum and deploy all the rituals, practices and techniques that allow Agile marketing to improve results? The answer is no.

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Want Leads From Inbound Marketing? Agile Marketing Is Your Only Option

Data-Driven Marketing Requires You To Respond Quickly To The Data; Agile Is The Only Way To Deliver

Never before in the history of marketing have people had access to the quantity and quality of marketing program performance data available today. This data and the opportunity it offers us is forcing inbound marketing agencies to assess how they deliver and come up with new delivery models.

Agile marketing and Scrum is an example of how the way agencies work with clients is changing dramatically. But this change is also a signal to internal marketing teams that they need to change, too.

Long-term planning is dead. Twelve-month marketing plans are dead. Six-month content calendars are dead. Waterfall project management is dead. Today, if you want to generate results for clients, you need to be able to review real-time data on program performance on Monday, come up with an action plan on Tuesday, get that plan in play on Wednesday and start watching the metrics on Thursday.

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What Agile Consultants Don't Know About Agile Marketing And Inbound Marketing

Agile Marketing Is So New Agencies And Marketing Teams Are Still Figuring It Out

Most of you know I love data, so I did a quick Google Trends search to see how highly searched Agile marketing is and then compared it to inbound marketing just for fun. The data shows searches for Agile marketing are trending up, but in comparison to inbound marketing? Well, it's no contest.

What that tells me is that Agile’s application in the marketing world is still very, very early. Even when you search for Agile marketing, the website pages, blog articles and websites are remarkably light. There’s just not a lot of information on Agile marketing.

But what you should know is that Agile marketing is necessary if you're planning on implementing inbound at your company.

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Inbound Marketing Skyrockets Results For Compliance Wave

Agile Inbound Marketing At The Speed Of A Startup 

Compliance Wave, a compliance and ethics startup based in Red Bank, N.J., has aggressive goals.

Joel Rogers, CEO, and Jay Sullivan, chief creative officer, aren’t shy about their marketing and business goals. They needed a HubSpot inbound marketing agency partner to propel their startup’s website conversion rate from an already impressive 5% to 6.5%, and fast.

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How Agile Marketing Means Never Having To Go Through A Major Website Rebuild Again

Inbound Marketing Gives You The Tools And Agile Marketing Gives You The Methodology

We’ve all had to endure that six-month website rebuild that takes longer than expected, is missing some key functionality, goes over budget and is flat-out painful for you and your agency. It’s no one’s fault. These projects are usually complex and expectations are often misaligned.

But I have some very good news. You never have to go through that again. Today, leading digital marketing agencies don’t do big website rebuilds like this anymore. Inbound marketing and Agile marketing have provided the tools to create smaller website launches that can be done in 30 days, with new features and new pages launched every 30 days.

This allows the site to launch sooner, start generating leads sooner and generate ROI sooner. Plus, this approach allows the site to get smarter immediately, as you use data from the site to prioritize new pages and features month over month — forever. Never rebuild your site again!

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What Is Agile Marketing And Why Does Your Inbound Marketing Need Agile?

You Can’t Get Results From Inbound Marketing Without Agile; Yes, It’s That Important

If you asked 100 marketing people from either in-house teams or inbound marketing agency teams “are you doing Agile marketing?” most will answer “yes, of course.” They don’t mean to be deceptive in any way. They truly believe that the way they execute is Agile, and perhaps it is to some extent.

But that’s not really what the question intends to uncover. The question is very specific. Are you doing Agile marketing? To be even more specific: Do you use Scrum or Kanban? Do you have daily stand-ups? Do your teams run weekly or bi-weekly sprints? Do they have retrospectives at the end of the sprints? Do you do sprint planning? Do you use a backlog of tactics and is this groomed on a regular basis? These questions tend to produce different responses and most of those include the look on the woman's face above.

Let’s start at the beginning. What is Agile marketing?

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Upgrade Your Web Design Process For Better Marketing Performance

4 Key Steps To Build A Peak-Performing Website

Editor's Note: Mike is off blog duty this week. We'll be featuring blog posts authored by a few other members of the Square 2 Marketing team. Happy reading!

Ask yourself, “How important is my website to my business?” If you’re like most, your website likely plays a pretty critical role in the success of your business.

Yet as important as websites are, why do many businesses spend so little time developing a peak-performing website? It’s common to launch a site and let it sit for three to five years with little or no improvements.

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Stop Random Acts Of Marketing With Inbound Marketing Strategy

Inbound Marketing Tactics Void Of Strategy Equal Poor Results

We were working with a prospect last week and she mentioned a term that has stuck with me since. Random acts of marketing. It’s how she described how her current inbound marketing agency was delivering for them. Not that they were doing anything wrong, just that she felt like the effort was missing a strategy to focus the efforts.

This is not uncommon. As we get more and more calls from companies working with an inbound marketing agency and disappointed in the results, the idea of random acts of marketing has become the way most inbound agencies operate. In essence, flailing around, trying anything and everything in the hope that they’ll stumble onto or into the right combination.

But you don’t have to be a victim of random acts of marketing. There are steps you can take to protect yourself, your company and your prospects from this victimless crime.

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Growth-Driven Design Or Inbound Marketing Optimization: Which Is Right?

Knowing The Difference Might Mean Hitting Your Goals Instead Of Missing Them

It’s funny how ideas get momentum. Growth-driven design is something that a lot of people are talking about. Luke Summerfield, the self-proclaimed father of growth-driven design, defines it as a method that minimizes the risks of traditional web design. GDD uses a systematic approach that shortens the time to launch by focusing on real impact and continuous learning and improvement.

To use simple terms, instead of spending four to six months working on a major website re-launch that includes getting every single feature, page and element right, you’ll launch a much smaller site in just 30 days. The launch will include only the “must-have” features, but over time and – this is critical – based on data, you'll add new elements to the site to improve its performance, in terms of visitors and leads.

Who could argue with that?

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