Now that you have an idea on how to create a work flow, what’s next? For any business, you know that it’s not enough to simply throw some parts together and see what happens. You need to optimize your workflows to strengthen your lead-to customer conversion rate and make your marketing more effective as a whole.
How do you do that? Here are some recommended strategies for your workflows that can make a positive impact on your marketing automation efforts.
Scheduling Multiple E-mails:
By now we know that workflows are great in scheduling up emails and generating leads, however the real power of workflow lies in nurturing your leads. To utilize your marketing automation to the fullest, set up workflows that follow up with your leads over time and address their changing needs in different stages, rather than just sending it to them all at once.
Keeping A Track Of Nurtured Leads:
Another important trick that lies here is keeping a track of which leads you are nurturing, so that you don’t send them additional marketing emails on top of the automated ones. If you don't keep a track on this, sending all the emails to the nurtured leads will eventually kills the psychological understanding between you and the customer.
To avoid this we’d recommend creating a contact property called “is being nurtured.” Then you can set this contact property to “True” as the first step of your workflow, and reset it to “False” as the last step. Bracketing your workflows with these property changes is a simple way to assign this data to each of your leads, and suppress the ones you’re nurturing from your other email sends.
Using Workflow For Admin Tasks:
Running an agency is a tough task, as a business owner your time is extremely valuable. It is important that you don't waste your time on menial tasks like doing mass updates to your contact information one record at a time. By creating a simple workflow to update your contact records for you on a rolling basis, workflows allows you to manage your time more effectively on admin tasks.
As you already know, Timing is everything. Because workflows let you automate multiple steps and emails over time, the timing that you choose is a very important factor in determining the effectiveness of your campaigns. See if you can dig up some data on the performance of your marketing emails based on timing – which days of the week yield the highest conversion rates? How many emails do you send per week? This data may help you get started with a good timing strategy.
You can also test the timing of your workflows by creating two versions of the same workflow with different time delays, and look at the results of your A/B test to determine if the difference has a significant result.
Track The Metrics:
In order for you to know, realize and understand how well your workflows are performing, you should keep track of your email engagement and landing page statistics. Are your click-through rates higher for some emails than others? Are your landing page conversion rates above average? Understanding these numbers will allow you to strategize and re-strategize your workflow campaign. At the end of the day numbers don't lie.
Ensure Your Workflow's Flow:
If you build out a large number of workflows, or even just a handful, make sure that they work together properly and effectively. Is one workflow accidentally removing leads from another workflow when it shouldn’t be? Can a lead be enrolled in two, three, or four workflows at once, if necessary? The flexible settings of the workflows tool are great for giving you more control over your workflows, but you need to make sure that there are no unwanted obstructions or interference among them so that they all function properly.
Following these 6 simple strategies, you can use Marketing Automation to drive more sales for your Business. Always remember, a satisfied customer is the best strategy of all.