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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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5 LIttle Known Reasons You Want Your Inbound Marketing Agency To Use Points

Points Keep You And Your Team Focused On Inbound Results

Agencies are shifting away from hourly billing and toward points-based systems. Not everyone is excited about the change, and feedback from CEOs, business owners and VPs of Marketing is still mixed.

But I want to give you some insight into why points might actually be better when it comes to finding the best inbound marketing agency for you, and why points might be the best way to manage your internal marketing team.

First, you have to know your goals for hiring an agency. Points work well when you’re expecting business results from your marketing. If you’re looking for logo designs, fancy brochures or even a beautiful website, then points might not be for you. But if you’re moving with the trend away from “stuff” and toward “results,” then points are where you want to be in 2016.

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How Inbound Marketing And Agile Marketing Provide A Dramatic Lift In Results

If You Can’t Adapt On The Fly, You Can’t Do Inbound Marketing Well

If we’ve learned anything after almost 14 years of inbound marketing for clients big and small, it’s that the key to getting results is being adaptable to how the data uncovered during the engagement directs future inbound tactics.

This ability, or should I say this requirement, is impacting almost every aspect of inbound deployment. Some of the paradigms that we’ve been working with are quickly becoming obsolete and being exchanged with more progressive thinking.

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Warning: 12-Month Inbound Marketing Plans Are A Waste Of Time

Why Data-Driven Marketing (Like Inbound Marketing) Has To Run On A 30-Day Planning Cycle

We used to do 12-month marketing plans. It makes sense. I’ve been doing long-term planning like this for 30 years and, as a life-long marketer, that’s just what we did. But today 12-month marketing plans are obsolete in just a few months, so why go through the trouble to create them?

When you’ve been practicing inbound marketing for as long as we have, you start to see trends. One of the most significant trends is that data drives your decision-making, and when you start planning for a client’s inbound campaign, you have very little data. The data comes when you start executing.

To take advantage of the data and to create more agile, flexible, dynamic and higher-performing marketing campaigns, you have to shift to 30-day planning cycles and consider agile marketing methodologies to help your team improve performance. 

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