Inbound Marketing Workflows
A workflow is a process that consists of different tasks. In relation to inbound online marketing, a workflow runs completely or partially automated once it has been set up. In the vast majority of cases, a workflow involves one or more emails to the user – e.g. a personalised series of emails or a link to a landing page from which the flow continues.
An inbound marketing workflow can begin automatically – for example when you register a new contact in your marketing automation system – or when the system registers that a new online visitor interacts with your company. You can see examples of these interactions in the section on Triggers.
With the right inbound marketing workflows and the right content, your business can motivate more online users to move forward in the buyer's journey. By using workflows, you can:
- Convert more visitors to become Marketing Qualified Leads (MQL)
- Carefully nurture your leads and turn them into Sales Qualified Leads (SQL) who are highly motivated to make a purchase.
In inbound marketing, workflows are closely linked to lead nurturing – when marketers strengthen the relationship with a lead.
With lead nurturing, you use data about your contact's behaviour to personalise your marketing. You design and time your messages to match the reality and challenges of the lead. This increases the chances that the person will perceive your messages as relevant. You develop and publish content that is tailored to the stage of the buyer's journey that the lead is in right now, and in that way, you speak more directly to those who receive your content.
If you're using the right tools for workflows, you can choose between different ‘triggers’ – criteria for when a specific action is activated.
For example, you can decide on using these actions as triggers when a visitor or a lead:
- Is added to a list in your database
- Fills out a form on your website
- Subscribes to your blog
- Clicks on a link in your email
- Clicks on one of your AdWords ads
Each of these events can trigger a new action that motivates the visitor or lead to move through the buyer's journey.
You can also combine several triggers. For example, you can define that a lead must have downloaded a specific ebook and read two blog posts on a related topic before the system sends them an email. This way, you can ensure that your leads receive emails with personalised content at the right time.
If your leads and prospects perceive your messages as relevant and targeted, it increases the likelihood of them further engaging with your company.
Examples of inbound workflows
For each action the user performs, the system adds a value. When a lead performs multiple actions, the values accumulate. High values reflect a contact who is very committed to your business or the information you provide.
Email campaigns to increase loyalty
You can use workflows to create email campaigns that help you increase the ‘maturity’ of your leads by offering tailored content in several steps. This can be, for example, by sending new customers and contacts a friendly message and keeping them engaged after they have made a purchase, visited your company, attended a seminar or similar.
This allows you to move your leads from just being interested ‘users’ on your online channels (MQLs), to being motivated to engage in a dialogue about your products or services, and perhaps make a purchase (SQLs).
Nurture existing customers
You can also use workflows to delight your existing customers with interesting and useful information, encouraging them to take various actions.
This can be done by creating a workflow that sends an email when the system moves a lead from one stage of a life cycle to another. It can be from visitor to lead, lead to customer or from customer to ambassador.
The example below (from HubSpot) shows that when a contact meets the criteria to be a qualified sales lead after May 1, 2021, the Sales Team will receive a notification email so that they can reach out to the lead immediately. Or, you can add a workflow, sending the contact an email from your company right away. This is a simple example of a lead workflow.
Workflows are also useful if you are selling a product or service that typically requires ‘after-sales support’. For example, you can create a workflow that sends emails with useful information about getting the most from the product or service that the customer purchased. In this way, the relationship and the experience of good service is extended.
Curious about what workflows can do for your business?
Reach out and I'll be happy to have a chat!