The concept of agile is kind of used as the new CorpSpeak keyword. And by now, you likely know how I feel about this school of business stupid…But it’s not all that complicated a concept.
Agile is a frame of mind that anyone – marketers and product design teams included – can adopt to makes them quicker to respond to the needs and complaints of the user.
Rather than sitting through a prep meetings for next week’s meeting about the big meeting, where you’ll evaluate who will be in the meetings to decide whether you should, like, pursue a new group of keywords…maybe just take a seat and do a little research and start pursuing those search terms?
See how that kind of mentality – if everyone in your organization adopted it – would make you a way more effective marketer?
Well, lots of marketers are adopting the agile marketing mindset, mostly your T-shaped inbound generalist…and I challenge you to find any who aren’t loving the results. If you’re a marketing pro struggling to make headway in your organization, bogged down with BS politics and meeting bureaucracy, share this blog post to help incite the tidal wave of change. It will explain exactly how online brands reap big rewards from agile marketing, and get you pumped to get the ball rolling!
Agile Marketing is more Content
Ever have someone tell you that you can’t publish a blog post until an editor, SEO specialist, and lawyer approve it? Great…we’ll get it out just in time for the End of Days. Agile marketers understand content marketing strategy is at the crux of their success, and while quality and accuracy are important, you need to let go of two things immediately: control, and the pursuit of perfection.
Agile Marketing is NewsJacking
Newsjacking is the ability to take something in the news (yes, timing is key) and ride the story’s popularity wave. And theoretically, you’ll get some kind of win out of it. Take a look at this visualization of the life of a modern story to get an idea of how the digital ecosystem moves:
Agile Marketing is Rapid Social Response
Many organizations have a vise grip on their social media presence. There are often holistic social media policies outlining what community managers (or any employees) can and cannot say. Granted, there is some need for this…but really? Lighten up, Francis.
Whatever happened to a healthy mix of guidance and good judgment?
Agile Marketing uses Analytics to Decide
Any brand marketer, product manager or UX designer worth his or her salt knows you need numbers, goals and analytics to measure your effectiveness. But there’s a difference between setting a yearly goal (700k visitors and 50k leads by the end of 2013) and setting more digestible goals that actually, I don’t know, work?
Agile Marketing is Quicker Design Speed
This is the responsive everyone should be worried about – creating new design quickly. This may sound ridiculous to you. If it does, it’s because you’ve got a touch of agile in you. Congrats! But the truth we hear every single day is that marketers cannot create a web page on their own site. What do they do, you may wonder? They have to work with IT, developers, designers, contractors…sometimes all of them… o get something created in maybe a week, a few weeks, or a month.
Agile Marketing is A/B Testing for Improvement
This stands for both the type of testing – and its frequency (‘always be testing’)…
- Agile marketers believe in incremental improvements. The difference between a 1.7% CTR and a 2% CTR means something.
- Agile marketers know A/B testing doesn’t need to be hard. Why not try out a few versions of a landing page design or call-to-action? Or try a different color, headline, image – some of the small tweaks mean big improvements?
- Agile marketers also know when to stop A/B testing. Then start a new one (obviously). The key here is that we get our results, and we act on them. Know what version is better, and we run with it…then we test the next iteration to make it even better!
What does agile marketing strategy mean to you? Let us know in the comments…