With so many platforms and communication channels available these days, it can be difficult to organize and manage all your marketing activities in a way that gives you the best possible return on your investment. You need to manage what happens, when it happens, why it happens, and what the goals and objectives behind each action are.
For this to go smoothly, you need a reliable system that your marketing team can depend on. One they can use for managing emails, online content, public relations, advertising campaigns, and any other communications with current and potential clients. This is where a good workflow comes in.
A workflow is a handy tool that helps you manage your marketing projects and campaigns so that each step is clearly defined and assigned to the right person. That way, each member of your team knows what they are responsible for, and when they need to complete their tasks to ensure a successful marketing campaign.
So let's take a look at what a workflow is and why creating one can benefit your marketing strategy. We will also share some examples of how workflows can be used in the different areas of your marketing department.
A workflow is an organizational tool used to manage projects of any type. This includes a goal and all the steps that need to be taken in order for that goal to be achieved.
Workflows can be as simple as a checklist or they can include visuals, such as charts and diagrams. The aim is to detail and organize each task so that team members are clear about who needs to do what, and by when. This way, each step is accounted for, and there is no risk of something slipping through the net and being forgotten.
What steps will a marketing activity require? Who will be responsible? When is the deadline? What resources will be needed?
Above all, a workflow should be fluid and clear. Keep it simple and get everyone involved.
Now that we’ve answered the question “What is a workflow,” let’s take a look at how using one (or many) can benefit your overall marketing strategy:
It is one thing to understand the theory behind a workflow, but the best way to get a true understanding of what a workflow is and how it can benefit your business is to take a look at a few examples of how you could apply it to your marketing strategy.
A workflow can be used to manage and streamline your marketing communications. This might include advertising, public relations, product launches, promotions, and events. You could also use a marketing communications workflow to improve the way you engage with customers and handle customer service and UX.
The steps you include in your marketing communications workflow will depend on the activity in question, as well as your product/service type and industry. Generally speaking, it should outline the sequence of steps your team will take as they’re completing a particular marketing task.
Your workflow should also be:
Logical and easy to understand, so that your marketing team can work efficiently.
Visible, so that every team member is aware of the workflow and their own responsibilities. The best way to ensure this is to provide suitable training in advance and share regular updates.
You can also use a workflow to manage your content marketing projects and campaigns. This will help you organize and streamline your strategy so that you can focus on producing unique content that distinguishes your brand from the rest.
Your content marketing workflow should include steps that take into account the following:
Finally, a well-designed social media workflow can help you adapt your online strategy in a way that boosts engagement and conversion rates. Instead of posting random content at random times, you can use a workflow to consistently post relevant content that attracts the attention of your target audience. You can use it to develop campaign ideas, create schedules, assign tasks, set deadlines, write content, schedule posts, and monitor results and interactions. That way, everyone on your marketing team knows what they are doing, and when.
Your social media workflow should take into account: