Agility

Surprisingly, the most difficult element of your analysis and improvement can be having the agility to implement your findings. For example, consider a business that has discovered that video content is far outperforming editorial content on their blog in terms of traffic and conversions. Despite these findings, the business is bound to a concrete content calendar that has laid out the remainder of the year’s editorial content. Without the flexibility or resources to alter this to include a greater proportion of video, they proceed knowing that their blog traffic and conversion will suffer.

Agile inbound marketing teams are designed with analysis and improvement at front-of-mind, not as an afterthought. They prioritise ongoing testing and iteration over “big bang” campaigns that leave little room for alteration while in progress. Achieving an agile operating structure in your business requires an overhaul of your systems and processes, which is simply unachievable for a number of in-house teams who are bound by stringent approvals and inefficient collaboration between departments.

In this respect, many businesses are finding that outsourcing their inbound marketing programs to agencies who are designed for agility yields far better performance.