What you need to work on before creating triggers and workflows for your marketing automation

When you’re getting started with marketing automation, the first thing you want to do is get your hands on creating triggers and workflows. I know when I started, I wanted to start setting up welcome emails, contact form triggers, birthday emails, abandoned cart triggers. The problem is you need a foundation set before you can start implementing these items. There are quite a few things you need to think about before setting up triggers and workflows.

Does your trigger require a form? I find that many of the triggers I create are based on forms and fields. In your automation system, you’ll have to create these forms and fields and upload them to your site or landing page. And make sure they work! The last thing you need is to find out a week after launch that your form is not functioning properly and you lost all those leads. You also need to think through the type of information you want to collect from leads. Do you really need their address? Maybe you want to know their interests so you can send targeting, specific emails. These are good things to think about.

Landing Pages
Speaking of landing pages, does your campaign require one? If you are doing anything with promotions, deals, coupons, lead magnets, contests, you will be better off using a landing page. The point of a landing page, if you’re unfamiliar, is to focus the visitor’s interest on one thing. On your website, there are so many links to click, there’s your blog, products, about us, it can be distracting. A landing page is just a simplified web page that focuses attention on your lead magnet (like an ebook download) or having someone sign up for your promotion or online course. The page will have some information about the offer, an image, and a form, but no other links, so as not to distract anyone.

Will your trigger and workflow be part of a campaign? If you are creating an “Abandoned Cart” trigger that will send out a reminder email, you will want to track the amount of people opening the email and returning to the site to finish their purchase. Same with a lead nurturing campaign, or a Facebook ad that is funneling people to your new ebook. Think about what parts of your strategy you want to consider a campaign, and if you need to track ROI. Campaigns also allow you to create tracking codes, so have these in place as well to use in your emails, social media posts, blogs, and other marketing materials.

Will these triggers and workflows involve contact lists? Maybe you will be sending out an email to those who join your newsletter. You will want those new contacts to become part of your newsletter list. Decide how you want to segment incoming leads. You will want to keep leads separate from current customers, same with those who sign up to download your lead magnet vs. sign up for your newsletter. Someone who downloads your lead magnet should be placed on a “lead magnet download” list. Different actions and interests mean different contact lists you need to have in place.

Many of the triggers and workflows you create will require emails. You should a few basic templates set up to make the process easier. Some templates include plain text emails, newsletter, sales, and educational. Play around with different types of templates and look online for inspiration. Email on Acid has a list of 600 free templates you can use. Then you need to create the copy that goes inside, calls to action, subject lines, and tracking codes for each link. Luckily, if you’re following this article you’ll know that you need campaigns set up, because the tracking codes you create will be needed in these emails. You want to track and see if people are click your call to action or an image or nothing at all.

Now that all of these elements are set up, you can get started on creating your triggers and workflows!

About MARKIT Group

MARKIT Group is a full-service traditional and digital marketing and public relations firm with an emphasis on social media, reputation management and monitoring, as well as brand management. Headquartered in Bonita Springs, Fla., with offices in New York, Pittsburgh and Charleston, S.C. www.markit-group.com.
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