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Arielle Irizarry

By: Arielle Irizarry on June 30th, 2017

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Using Workflows to Push Users Down the Funnel

Email Marketing | Marketing Automation | digital marketing | workflow

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The marketing world is changing and marketers are getting smart about how they invest their efforts. More and more marketers are equipping themselves with Marketing Automation platforms to become data driven and efficient. Gone are the days when productivity was based on high email volumes. Now we know that it isn't about how many emails go out but how many interested users are reached and pushed down the funnel. Marketing Automation opens up the door to workflows that do just that, push interested users down a funnel to the point of conversion. Here is a quick guide on how to use workflows to entice interested users down the funnel.

Blog ( funnel).png

Step 1
Decide who you are going to include in your workflow. Once you have narrowed down your target audience put them on a list. This list will be the sample of your workflow. 

Step 2
Draw out your workflow on paper to get a visual understanding of your design. Sticking to a three tier funnel is a good rule of thumb.

  • Top: Start with broad information. You may consider stating, "We noticed you attended our last event, here is a webinar we hosted on a related topic." This is targeted to your list and enticing them to progress down the funnel. 
  • Middle: If the user opens your email and clicks on a link they have shown interest and progressed too the middle of the funnel. Send them a follow up email a couple of days later with similar content. If this user engages with this information you know they are hooked and they are closing in on the bottom of the funnel.
  • Bottom:  At this point the user has engaged with everything you have shared with them. Send them one last email that will push them to seal the deal, one great tactic is to include a coupon. 

Step 3
Collect and study the raw data. Don't be alarmed if only a small fraction of the poeple from your intial list made it to the bottom of your funnel as this is normal. This small group of people is of more value to you than your lengthy list because they have a genuine interest in what your company has to offer. Study the content that got them engaged, how they came to your site and consider investing more in those areas. 

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