Steven Covey says to ‘begin with the end in mind.’ Another saying is ‘set the goal and the how-to’s will reveal themselves.’ When building a campaign strategy and implementing individual campaigns, mapping the workflow for each step is critical to ensure solid customer connections at the right time and with the right information.
Don’t Let Workflow Tedium Scare You
Marketing campaign development can be tactically tedious with multiple steps that have “if X happens then Y” and on and on. Regardless of how tedious, building the right campaign workflow is just as important as clear messaging and a solid offer. A campaign with the best creative and messaging will fail with a well planned and tested workflow. A marketing automation solution helps marketing teams develop and execute campaign workflows. Of course some campaigns may have more extensive workflow than others.
Here are some workflow considerations for building an email and web marketing campaign. (This list is not intended to be exhaustive.)
Who are you contacting?
- Existing customers
How are you contacting them?
- PPC Search
- Social media
What kind of response/conversion is required?
- Complete forms on hypersites
- Complete forms on homepage
- Register for event
How much information is required?
- First and last name
- Project information
What happens when a nurtured contact responds with new contact information or more contact information than previously provided?
- Update contact record
- Update previously blank fields
How is the promo content delivered?
- Landing page
- Email confirmation
When is the lead “qualified” and “sales-ready” for direct follow up?
What happens to “disqualified” leads?
What happens to email addresses that “bounce”?
- Soft bounce monitor
- Hard bounce deletion
How are email unsubscribe requests processed?
These are just some of the steps to consider with your marketing campaign workflow. Again, this is not an complete listing but hopefully provides ideas and considerations for mapping your campaigns. Marketing automation systems are ideal for building and managing all levels of sophistication of campaign workflow. Marketing automation also provide incredibly valuable information for measuring campagns.
To ensure campaign success, make sure to map the process BEFORE hitting send.
- White Paper – 10 Keys to Maximize Your Marketing Automation Investment