What Is A Workflow?
A workflow process is a series of sequential tasks that are carried out based on user-defined rules or conditions. It is a literal flow of steps that represent work being done from one stage to the next through a tool or another process. Workflows can be illustrated in a diagram or checklist. They are wonderful because you can answer what jobs need to be done and when.
A quick workflow looks something like this:
- Content brief – Draw up main points around the campaign
- Draft – Review content
- Final draft – Make final changes
- Design content – Conceptualize images
- Publish – SEO optimize
- Social media/ email marketing – Devise a schedule on when to post
Why You Need Marketing Automation
Our friends at HubSpot Academy describe marketing automation as using software to automate marketing activities. It is much easier to automate daily tasks such as social media postings or email marketing. The idea of a workflow in the context of marketing automation, describes the framework of a customer’s journey, their touch-points, and where the automated interactions begin. For example, you can design a marketing automation workflow that sends emails with content as part of a welcome campaign.
Trigger-based marketing occurs when certain customer activity such as abandoning a shopping cart, subscribing to a newsletter or joining a free trial is launched. Marketing automation software will automatically add a consumer into your database and marketing materials are instantly sent to them. Different user activities or actions can trigger different marketing messages. Basically, your goal is to reach a client at the perfect moment to solidify that your company’s presence is known.
4 Essential Marketing Workflows
1. Welcome Emails
After a person signs up (website or app), they have shown interest in your company. This is a successful conversion, meaning the contact has become a registered user. In addition to lead qualification, the user has displayed clear intent of receiving relevant marketing communication. Once registered, send an email to those users with a positive note expressing your thanks. Try adding the user’s name for a more personal touch.
2. Re-engage Your Audience
If a user has stopped interacting with your brand, plan a re-engagement workflow. Unfortunately, it is hard to determine why a user may become disinterested. Either way, you need to remind contacts of the parts of your brand that they found amazing in the first place! Re-evaluate the typical user behavior for your site. Does your business attract daily website visits or is it used less frequently? Review the subject lines of the emails you have sent out. Entice users with a discount offer, flash sale or current news from your company. If emails remain unopened, your metrics and sender scores will be impacted.
3. Anonymous Workflow
Create high-value content in a small space that demands attention! This will get a visitor to remain on your site for longer. Adding an overlay with a call-to-action will entice visitors to take a second look at your services. An overlay can appear when the user moves to close the browser tab or if they are idle for 30 seconds. Use software to study behavioral patterns of your visitors and determine what works for your website. It’s ideal to convert a user into a lead the first time, then nurture them later.
4. Specific Topic Workflow
When an individual is interested in certain web pages or topics on your website, start sending them relevant news about it. Specific content about a topic is the base of this workflow process. This workflow will help you collect leads and add them as clients later. Use all the related content you have gathered to begin crafting an email marketing campaign. This time you are focusing solely on a topic the user is interested in learning about.
Generate campaigns that retain customer engagement and interest by considering techniques specific to your business. We believe in marketing made simple at Nu. Get in touch today so we can help your business grow!