On a past thread, we discussed some of the ways that workflows can trigger your team internally. You can use them to automate data clean up or to trigger notifications to your sales team.
Now, let’s discuss ways you can use workflows to engage your leads and customers.
For example, one of my all-time favorite ways to use workflows is to re-engage leads that have abandoned their shopping cart.
The concept here is simple: When someone adds an item to their online shopping cart but leaves your site without completing the purchase, you can trigger an email workflow that reminds them of their forgotten purchase and motivates them to Live the transaction by offering a special discount code or some other incentive to buy.
That’s my favorite use workflows! How are you currently using yours? Sound off in the comments below.
A workflow that's triggered when an incoming phone call is missed a text message will be sent to the caller apologizing for the missed call. A link to a callback form will be sent to the caller.
One that I'm looking forward to implementing soon enough: at the end of customer support calls, a survey is sent for completion (and a script is followed by CS to warmly ask for their input prior to call's end, and stresses its value to the success of our business) and encourages him/her/them to pass along a friend's email that might benefit from learning more about our product. The completion of those fields (which include type of business, title and others) triggers a business and role-specific intro video to Martus and places them in a customer-referral specific nurture campaign.
When a prospect completes one of our forms to attend a webinar we send them an email with a voucher for a free coffee and cake at a local coffeeshop, personalised to where they are based.
Customers love getting a discount, coupons can be given after giving their e-mail. Send them a follow up email for marketing related queries as reminders.
Social Media Engagement Workflow. This workflow targets leads who have engaged with your brand on social media platforms. It sends follow-up emails with additional social content, exclusive offers, or invitations to join relevant communities.
That's a great idea - have you had much luck beginning and leading Groups specific to your brand? I am considering beginning one on either Facebook or LinkedIn..
Sending a text/email 3 days prior to their free trial ending is a good reminder to keep them enaged and hopefully give them the inccetive to join your service after the trial.
Trigger: Contact subscribes to your newsletter or downloads a lead magnet.
Actions:
Send a welcome email introducing your brand and providing useful resources.
Follow up with additional emails over a specified period, highlighting different aspects of your products/services or sharing relevant content.
Educational Drip Campaign:
Trigger: Contact signs up for a webinar or attends a specific event.
Actions:
Send a thank-you email after the event/webinar, including a recap and any additional resources.
Follow up with a series of educational emails providing more in-depth information on the topic discussed during the event.
Include calls-to-action (CTAs) to relevant blog posts, ebooks, or other content pieces to further engage the leads.
Re-engagement Workflow:
Trigger: Contact hasn't engaged with your emails or website for a specified period.
Actions:
Send a re-engagement email with a personalized message and an enticing offer or content piece.
If the contact doesn't respond, send a follow-up email with a stronger incentive or a different approach to re-engage them.
If there's still no response, add the contact to a separate list for further targeted campaigns or consider removing them from the active lead database.
Trial Conversion Workflow:
Trigger: Contact signs up for a free trial of your product.
Actions:
Send a series of onboarding emails providing tips and guidance to help the contact get started with your product.
Share success stories or case studies to showcase the value of your product during the trial period.
Send reminder emails as the trial period nears its end, emphasizing the benefits of upgrading to a paid plan.
Lead Scoring Workflow:
Trigger: Contact's lead score reaches a specified threshold.
Actions:
Notify the sales team about the highly scored leads for immediate follow-up.
Send a personalized email to the contact, acknowledging their interest and offering further assistance or exclusive content.
Provide sales-enablement resources to help the sales team engage effectively with the highly scored leads.
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