Within the ever-evolving field of digital marketing, marketing automation is increasing in popularity at a fast rate. This can be attributed to the power and efficiency of marketing automation workflows, which can be leveraged to generate new leads, enhance communication, and increase sales productivity by up to 14.5% according to some of the latest statistics.
These automated workflows typically follow rules and conditions, relying on an “if/then” construct to activate certain events once the specified conditions have been met. Here, creating effective marketing workflows depend on: identifying “touchpoints” on the user journey (i.e. website visits), specifying conditions within the workflow (i.e. newsletter sign-up), and defining actions to be automatically triggered (i.e. welcoming email).
Here’s how digital marketers make the most out of these automated workflows.
Using Automated Workflows to Create Stronger Customer Relationships
Digital marketers can strategically use automated workflows to nurture new leads, guiding prospective customers towards making a purchase. An effective workflow targets customers at the beginning of their engagement with a business, when they have just made initial contact by subscribing, for example, or requesting more information. At this stage, digital marketers can engage the customer by sending automated emails that reflect their interests—relying on data that tracks their browsing history to push them towards conversion.
When dealing with new subscribers (i.e. through a newsletter or other sign-up feature), digital marketers can employ an email autoresponder. This type of automated workflow is simpler to set up, activated once a user submits a form that registers their information on a specified list. In doing so, customers receive an email with helpful information, resources, or even discounts—solidifying their place in your community. By using these techniques, businesses can foster stronger relationships with their customers.
Lead Scoring and Increasing Revenue through Automated Workflows
Students taking marketing automation courses can also learn about using workflows to boost revenue. Lead scoring works by attributing points to potential customers depending on their behaviour and position on the sales funnel. Lead scoring can also be used in an automated workflow (i.e. list segmentation) to track customer behaviour, adding points when customers complete actions that direct them closer to converting.
Here, digital marketers can also work towards increasing revenue by tailoring content specifically for each new customer. For instance, they can promote relevant recommendations based on the customer’s interests and purchase history—motivating them to discover new products and make more purchases. This can be set up by segmenting customers who purchase a specific product, creating a workflow that targets this group once that condition has been met.
Applying Automated Workflows for Content Access after Marketing Automation Training
Those in marketing automation training can also apply various automated workflows around content and event access. For instance, if an online user visits your store’s website and downloads a specific resource (such as a digital guide), then an automated workflow can be triggered to send them topic-specific content—creating a personalized user experience that simultaneously nurtures leads.
Similarly, digital marketers can strategically plan automated workflows around certain events for lead generation. This can be set up through email workflows, which can be triggered once a user registers for an event and after its completion. Here, emails can include reminders and schedule information (before the event) as well as event resources and other relevant content (after the event). Applying these types of automated workflows allows you to generate and retain interested customers, helping you to grow your business.
Are you interested in taking digital marketing automation courses?
Contact Cumberland College for more information!