7 Kinds of Automated Workflows In Inbound Advertising and marketing

Inbound marketing and advertising automation go hand in hand. In actual fact, based on Aberdeen Group, almost 70% of B2B firms use advertising automation platforms or are within the means of adopting one, and B2C firms have additionally joined the pattern.

Automating your advertising minimizes the necessity for human intervention, which frees up your staff to deal with the extra inventive and strategic points of a marketing campaign. As well as, you may also manage your entire course a lot better, making certain that every lead receives the correct content material at the proper time.

A key side of automation is workflows, which are actions that can be triggered primarily based on consumer conduct and traits. Usually, workflows are comprised of emails that can be dispatched to customers in a selected order. Let’s take a look at 7 examples of automated workflows that you can create in inbound advertising!

7 Kinds of Workflows You Can Automate in Inbound Advertising and marketing

1. Welcome Collection

This workflow might be triggered when a consumer subscribes to a weblog or publication. The sequence of messages could be as follows:

1. A preliminary message to create a reference to the lead. Instantly after signing up, the lead ought to obtain a welcome message that tells the story of your model and explains what to anticipate out of your messages.
2. A collection of messages to reveal your authority on subjects the lead is considering. You’ll be able to ship a choice of the best-performing articles out of your web site or blog. In lots of instances, these emails comprise a “mini-course” that you just use to current customers with data on a selected matter in an orderly style.
3. A message with in-depth content material and a name to motion. You can share a case examine or a lead magnet with downloadable content material.

2. Lead Magnet

A lead magnet is a beneficial piece of content material that’s supplied to the consumer in change for her or him leaving knowledge (and thus changing into a lead). The content material can take completely different codecs, comparable to an e-book, template, or guidelines. These are the steps that ought to be triggered robotically when the consumer decides to obtain the content material:

1. Ship the downloadable. Within the first message, you need to thank the consumer for trusting you and ship the downloadable you had promised. On this message, you’ll be able to embody different associated content material, comparable to an article out of your weblog, to point out that you already know the topic.
2. Lead nurture. You proceed sending content material associated to the downloaded lead magnet with the purpose of informing the consumer and regularly bringing them nearer to conversion.
3. Begin of the sale. When the lead is able to begin receiving industrial content material, you’ll be able to current how the corporate might help her or him.
4. Gross sales electronic mail. Lastly, the time has come to ship a message with an goal of creating a sale.

    

3. Nurturing Leads From MQL to SQL

Let’s take a closer look at the intermediate steps required to move a lead from a Marketing Qualified Lead (MQL) to a Sales Qualified Lead (SQL):

1. Create a connection with the lead. In the first message, you can introduce yourself in a  personal email and attach some valuable content. The content should be segmented according to the user’s needs and be informative since you are not trying to sell anything yet. You must also mention your company’s vision statement and mission.
2. Display authority. You proceed to supply instructional sources to point out that you already know what you’re speaking about. Emails ought to be written on behalf of a selected particular person, as you’re nonetheless seeking to create a private relationship.
3. Begin promoting and eliminating objections. At this stage, you need to ship content material that’s extra targeted on a selected answer, comparable to success tales and FAQs. When you’ve got a free trial or demo, you’ll be able to provide it together with some extra beneficial content material.
4. Promote. The time has come to current your provide. You’ll be able to reinforce your value proposition with benefit-related content material, testimonials from different clients, and extra.

4. Onboarding

This workflow is meant for brand spanking new customers of a platform, free trial, web site, or different related companies. It consists of the next messages:

1. Welcome. Instantly after subscribing, you’ll be able to ship the consumer a welcome message the place you inform them the story of your model and clarify what they will count on out of your services or products.
2. “Your first steps”. You’ll be able to ship extra content material associated to the lead magnet downloaded by the consumer, at all times with an informative goal.
3. “I noticed that you just signed up”. As soon as the consumer has signed up on your service, you’ll be able to ship him a message explaining what you are able to do for him and how one can assist him.
4. Tutorials. On this step, you need to ship a number of emails presenting the 2 or three “Wow” information of your provide, at all times leaving an interval of 24 hours between the completely different emails.

5. Webinar

This workflow is designed for customers who’ve registered for a branded webinar. Webinars are a lead generation technique that has change into very talked-about in recent times and might ship excellent outcomes if accompanied by the correct messages.

This workflow consists of the next messages:

1. Registration. As soon as the consumer has registered, you’ll be able to ship a affirmation electronic mail through which you embody probably the most related particulars in regards to the occasion and an invite so as to add it to his or her calendar.
2. First reminder. About 48 hours earlier than the occasion, you need to ship an electronic mail to the consumer reminding them of your webinar. This message can embody a video explaining why they need to not miss it.
3. Second reminder. One hour earlier than the beginning of the webinar, ship one other reminder electronic mail to maintain customers within the loop.
4. “Reside!” As soon as the webinar has began, ship a ultimate reminder to alert the consumer that you’re dwell and ahead them the hyperlink to allow them to join.
5. “Thanks for attending.” For customers that attended the webinar, thank them for his or her participation and ship them the supplementary supplies and recording. That is additionally a superb time to ask him/her to observe you on social media or different branded channels.

6. Winback

This workflow is designed for a purchaser who hasn’t purchased from you in a very long time.:

1. Howdy? This primary message seeks to reconnect with the consumer and remind her or him why they turned one in every of our clients. Speak to them about the advantages of your product and present that you just care about their well-being.
2. Particular provide. In the future after the primary message, provide your consumer an extra profit to incentivize her or him to purchase from you once more. This could possibly be a reduction, free delivery, a chance to attempt one other product, and so on.
3. “What is going on on?” If she or he does not react to the second electronic mail, per week later you’ll be able to ship a brand new message to ask them why they stopped shopping for from you. You’ll be able to ask for his or her opinion with a brief survey and provide them an incentive for answering.

When configuring this workflow, take into account that the target is to generate a purchase order. As quickly because the consumer makes a purchase order, he/she have to be faraway from the workflow.

7. Re-engagement

The re-engagement workflow seeks to re-engage a subscriber who has not been energetic for a while. To do that, you’ll be able to ship the next messages:

1. “Howdy?” This message seeks to reconnect with the consumer and remind them why they signed up. Present her or him the brand new content material you have posted and attempt to present that you just care.
2. Database cleansing. If the consumer nonetheless does not react, ship them an electronic mail to inform them that they may cease receiving your messages in 30 days, until they click on on a “I wish to proceed receiving emails” CTA.
3. Take away. Lastly, after this era, you’ll be able to inform a subscriber that she or he has been unsubscribed from a listing, however give them the chance to re-subscribe with a CTA comparable to “Subscribe once more”.