As a marketing agency, we are aware that when working with strategies, they require many actions to be effective. For this reason, it is important to find a way to automate them and this is what workflows allow you to do . But if you are not very familiar with them, don't worry, in this guide at&t email list we will tell you everything you need to know. Our mission is to make your life easier.
Workflows, a complete guide to effective marketing automation
What is a workflow exactly?
Let's start with the basics to get you up to speed. Workflow consists of automating a series of actions configured in the marketing automation software of your choice . We are going to focus on Hubspot as Gold Partners of this one.
The key to Workflows is that they allow you to automate a wide variety of tasks . From sending emails to updating your contact lists.
Another great thing about workflows (sorry for the expression) is that they are activated based on user behavior . That is, they are programmed by actions. Depending on the action performed by the user, one workflow or another will be activated.
How a workflow works
Imagine that you have launched a campaign that involves downloading a resource to obtain data from new users, such as an ebook. This will consist of…
Promotion of the download landing page; social networks, web, etc.
Thank You Page after download.
Email after download thanking and offering related content, for example, asking for a call, a DEMO…
The point is to create a sequence of actions that, thanks to workflows, you can automate and it will not be necessary for the task “Send X email” to appear in your daily calendar, saving you work and mistakes .
Thanks to workflows and sequence automation, you can offer information of interest to the user at all times, capturing their attention at all times through personalized messages.
Reasons why you should use workflows
They help you in lead segmentation
As we have mentioned, workflows will be activated based on the action performed by users. This will help you to have a database of your contacts organized and segmented according to the interest of your users and the purchasing process in which your leads are.
Optimize your time
A task that would take you a considerable amount of time each day if done manually, is now done automatically thanks to these. You just have to prepare the sequence and automate it.
Attract potential customers
By being able to offer content tailored to their needs and interests at all times, you can reach customers who are truly interested in your products or services.
Types of Workflows that you can use in your company
Welcome email
These are a good way to create close relationships with your users, as well as guide them to perform certain actions, increasing sales opportunities, since it launches actions at the right time.
Workflows for lead nurturing
Actions that are performed automatically after a lead has come in . For this reason, it is important that you define your Buyer Persona or potential client very well, in order to propose actions that go directly to them.
Download resources
Creating an automated sequence, in this case emails, will help you build customer loyalty and give visibility to your content, services, products or company.
Recovery Workflows
Recovery workflows are used to trigger actions that users have left unfinished . Promotional emails or emails with offers are often very helpful in recovering the user.
Re-engagement workflows
The main idea is to get customers who have already made a purchase to do so again.
Product launch
Keep users up to date with all your news and products so they don't miss anything and you don't miss any sales opportunities.
Event workflows
Not all messages necessarily have to be commercial.
Conversion workflows
Birthday, first year of being a customer, etc.
Hubspot, your ideal tool for creating Workflows
Hubspot is a perfect automation tool to save time and streamline processes. Thanks to the creation of workflows, it will allow you to create, for example, an email marketing strategy with a sequence of emails that are sent in a fully automated way to users when they meet the requirements that we have programmed. For example, after opening an email or downloading a resource.
