PART SEVEN: Workflow & Onboarding Using Content Marketing To Grow Your Business. BonfireStories.ca

Transcription

1 PART SEVEN: Workflow & Onboarding Using Content Marketing To Grow Your Business

2 Workflow

3 Automation The benefit of marketing automation is scaling lead harvesting and follow up.

4 Workflows An automated set of marketing actions that execute based on a starting condition Automate lead nurturing tasks and internal functions Follow up an scheduled intervals based on prospect s persona, entry point and other characteristics.

5 Three Types* Standard workflow Fixed date workflow Property-based workflow *Using HubSpot s nomenclature

6 Standard Triggers once a contact meets the starting criteria Could be a specific personalized follow up Update the internal owner of that prospect to alert them about the customer s behaviour

7 Fixed Date Automated marketing actions that execute based on a specific date Could include personalized invitation and follow ups for a webinar or special event Can automate holiday specific offers or coupons

8 Property-Based Automated marketing actions that execute based on a date-type properties (e.g. account activation or time of first visit) Could automate a series of external and internal actions based on trial expiration date Can automate birthday greetings with special offers

9 Just because you can doesn t mean you should.

10 Ask Yourself Are my automated s useful? At what point does selling become spam? How can I add value in the interaction?

11 Customer Onboarding

12 Keep Going Companies focus on acquiring customers not retaining them Successful onboarding keeps new customers hooked, reduces churn Guides them through set up - key for SaaS and similar products

13 Onboarding Goals Get them up and running on the product Make it hard to leave for a competitor

14 s This is where the automated s come in Establish workflow based on specific use-cases Resuscitate abandoned users with encouragement, guides, offers etc. Upsell to complementary products

15 Quick Start Guide Attention spans are short Follow the Apple rule - easy to use out of the box Simple guide with essentials to get started (video, text, graphics)

16 Resource Library Develop resource materials FAQ Common Problems Next steps

17 Product Content Mix in product to content mix New features, improvements etc. Webinar for new and established users Consider a product blog

18 Remember Onboarding materials must equal other content Avoid getting bogged down in jargon and technical details Layer on information for optimal user experience

19 So we re almost done

20 Inbound Marketing Powerful marketing tool in the attention economy - more effective and cost-effective.

21 Inbound Marketing Have story to tell and tell it consistently.

22 Inbound Marketing Be interesting or informative.

23 Inbound Marketing Find the right themes and the right channels for the personas that matter most to you.

24 Inbound Marketing Good content alone isn t enough. Work to find an audience. Leverage paid promotion on social media to expand your reach.

25 Inbound Marketing Use marketing automation technology to scale up your operations to capture leads, onboard customers and reduce churn.

26 Thank You Materials are at: bonfirestories.ca/inbound Password: storytime01