An Agile Marketing Approach Adds Fuel To Your Inbound Efforts

March 6, 2020

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An Agile Marketing Approach Adds Fuel To Your Inbound Efforts

Editor’s note: This post was originally published on 4/13/17 and has been updated for accuracy and comprehension.

Give yourself a pat on the back if you’re doing inbound marketing – or parts of an inbound marketing plan

Hint: Inbound marketing tactics include social media, email marketing, free offers, a website, blogging and more – and means that you’re using ALL of the digital marketing tactics together, like a well-oiled machine. 

What Is Inbound Marketing?

Inbound marketing uses social media, email marketing, free offers, search engine optimization, a website and blogging to attract customers to your products and services.

Even if you’re doing just a few of these methods, you’re ahead of the competition that’s still relying on traditional tactics like billboard marketing, direct mail, and radio ads. 

But even if you’re running a full inbound marketing campaign, it’s possible that you may still be a bit disenchanted by the results. 

Perhaps you’re not getting the organic traffic you need to your website. Maybe you want more blog readers. Or you need better landing page conversions. 

Have you been tempted to throw in the inbound marketing towel? 

Don’t be so fast to give up.

Inbound Marketing vs. Outbound Marketing?

Outbound marketing is a more traditional method of marketing that utilizes tools such as cold calling, trade shows, billboards, print advertising, etc. The ROI is lower than that of inbound marketing, which uses digital tactics like social media, blogging and websites.

Fueling Your Agile Marketing Approach

When inbound marketing basics aren’t working, there’s one little thing you need to do: 

Be agile. 

Here’s what an agile marketing approach is NOT: A strategy you do instead of inbound marketing, or a marketing method that replaces inbound marketing. 

Instead, it’s a complementary tactic. And an agile approach will definitely boost inbound results. 

In fact, an agile approach can “right” your marketing ship when it runs into some of these common inbound marketing problems.

What Is an Agile Marketing Approach?

A strategic marketing method in which a marketing team works together to identify which projects are valuable enough to focus their collective efforts. The teams use fixed periods of time to finish the projects together.

3 Inbound Marketing Problems That'll Trip You Up

What Are Inbound Marketing Problems?

Inbound marketing efforts, to some degree, can run on autopilot.

  1. Setting and forgetting it.
  2. Relying on guesswork.
  3. Being reactive not proactive

1. You “Set It And Forget It”

Inbound marketing efforts, to some degree, can run on autopilot. 

Let’s say you’re blogging twice a week, posting on social media twice a day, and gathering leads from your free offer (ebook, webinar, or checklist), and your CTAs are click-worthy. 
don’t set it and forget it

Once the strategy is running for a while, you check the analytics and realize – leads are NOT coming in.

Solution: Agile Marketing Approach

This is where an agile marketing approach comes in. 

For example, all the traffic that you’re driving to your site via inbound tactics might be great, but your website’s message may not show how your business is special and why prospects should choose you over the competition. 

Here’s what you should do: Every 30 days, look at the analytics and see what’s working and what’s not. Make adjustments and tweaks based on the real-time performance data.

2. You Rely On Guesswork

Most clients we work with know very little about their marketing performance. 

At first, it makes sense to build your inbound marketing campaigns on expert “guesswork.“

But that’s not where your campaign should end. Once you run some marketing tactics, you need to take the data you’ve gathered and adjust your efforts.

Solution: Agile Marketing Approach

This is agile inbound marketing at its finest. 

Create a plan for building more and more of your strategy on data. Every 30 days, gather with your team to evaluate the DATA.

Follow these steps to manage your agile marketing approach:

  1. Make sure your messages engage prospects.
  2. Assess whether your content is converting.
  3. Evaluate your website’s ability to move the buyer through the buying process.
  4. Measure your lead-nurturing to improve your prospect-lead-customer conversion rate.
  5. Determine how effective your click-to-close experience is.

With cold, hard data from your campaign, now you can make effective tweaks (agile) to your tactics to improve performance.

stay agile

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3. You’re Reactive, Not Proactive

If you’re looking into your data and making adjustments, kudos! 

It’s surprising how many marketers ignore hard facts and numbers. Winging it might get you somewhere for a short period of time, but it’s no path to success. 

Solution: Agile Marketing Approach

To reach stellar success, you need to be proactive. Instead of merely fixing things and trying to keep your head above the water, you need to dream bigger. 

Rather than reacting to problems (or in marketing lingo – bad metrics) after the fact, think how you can prevent them from happening.

Would blogging twice instead of once a week ensure your traffic and conversions keep going up, instead of hitting a plateau or plummeting? Would behind-the-scenes content help you avoid appearing boring on social media? Would funny email subject lines stop your emails from being ignored? 

What can you do today to make things happen, rather than react?

Final Thoughts

Don’t run into marketing challenges, keep doing the same old, same old, and expect different results! 

Hats off to you for being innovative and adapting to the times. But don’t succumb to a static inbound marketing approach. Stay agile.

Inbound marketing can get GREAT results, but you need to adjust your approach and tweak tactics as you go based on DATA.

That’s when you’ll start to really see revenue climb.

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Maja Jaredic

Maja is passionate marketer, pursuing excellence in all that she does for clients. She speaks 4 languages and spends her free time at the beach, traveling, or discovering new beer and coffee.