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How To Do Inbound Marketing Planning On A 30-Day Cycle

Marketing Strategy And Planning Has Accelerated; You Have To Accelerate, Too

From the time I started out in marketing and up until about three years ago, I did everything on a 12-month cycle. The 12-month marketing plan and 12-month editorial calendar were very common in almost every company. Agencies worked in a similar way.

Thinking out the entire year provided some value, but as marketing evolved, so did the planning cycles. Today, we do everything on a 30-day cycle to take advantage of technology, data and our results-driven focus.

If youre still looking at marketing with a long-term lens, you might be missing out on some opportunities to drive results through adjustments that are easy to deliver in weeks, not months. Here are some tips and techniques from our proven 30-day inbound marketing planning cycle we use with clients.



Inbound Marketing Strategy: A Requirement For Revenue In 2016

Did You Miss Revenue Targets In 2015? It’s Because Of Poor Inbound Marketing Strategy

People are always looking at marketing tactics when leads don’t materialize as planned. Our website isn’t good. We don’t have enough content. We’re not blogging enough or, worse, we need to do more outbound marketing. All of these assumptions are incorrect.

Nine times out of 10, your performance has nothing to do with the tactics and everything to do with your inbound marketing strategy. When we’re asked to look at programs and provide guidance on improving performance, most of the time, the real issue is the messaging, the differentiation or the connection between the inbound marketing tactics.

There’s a reason we live by the mantra "strategy before tactics." Without a solid strategy and a completely planned, integrated and orchestrated approach, you’re going to be disappointed in the results almost every single time.



Five Marketing Budget Cuts Today To Fund Inbound Marketing Tomorrow

You love the idea of inbound marketing, but you hate the idea of paying for it. Not a huge challenge when you look at your budget. Without looking too hard, you’re going to find a handful of old-school marketing tactics that are costing you money and likely not providing a whole lot of return.

One of the most important questions you need to be asking is, “How much money do I need to find in my budget?” This isn’t easy to answer in a blog article, but let’s make two assumptions.

First, the bigger your marketing goals, say you want to grow your business from $5M in revenue to $10M in revenue, the bigger your budget should be, right? Makes sense. Next, the faster you want your inbound program to start kicking in leads, the bigger your budget.