HubSpot Tutorial | How To Create a Lead Nurturing Workflow
TLDRThe video script outlines a step-by-step guide on building a lead nurturing workflow within Hubspot, emphasizing the importance of audience segmentation, email creation, and workflow development. It details how to set up qualifying factors for audience lists, create relevant email content, and construct a workflow with goals and triggers. The script also highlights the use of delays and 'if-then' branches for tailored communication, ultimately aiming to move leads down the conversion funnel towards a predefined goal.
Takeaways
- 📌 Lead nurturing is a vital part of inbound marketing that helps maintain contact with the audience and guide them through the conversion funnel.
- 🔧 Utilize marketing automation tools, like HubSpot, to streamline and manage lead nurturing workflows effectively.
- 🎯 The first step in creating a lead nurturing workflow is to segment your audience based on different criteria such as industry, behavior on your website, and position in the funnel.
- 📝 When setting up an audience, create an active list in HubSpot that continually adds new contacts meeting the defined qualifications.
- 🔍 Use HubSpot's extensive filtering options to narrow down your list and ensure your communications are highly targeted and relevant.
- 📧 Before starting workflows, create the necessary emails first to make the workflow building process smoother and more efficient.
- 📌 Craft emails with attention-grabbing subject lines and content tailored to the specific audience's interests and their stage in the customer journey.
- 🛠️ Map out the workflow steps on paper before configuring it in HubSpot to keep your ideas organized and ensure a logical flow.
- 🔗 Set a clear goal for the workflow to determine the desired final action from the audience and to stop the workflow when the goal is reached.
- 🔄 Incorporate delays between emails to avoid overwhelming the leads and provide them with relevant content over time.
- 📊 After setting up the workflow, review and test its performance regularly to ensure it meets the objectives and make adjustments as needed.
Q & A
What is the main focus of the video?
-The video focuses on explaining how to build a lead nurturing workflow within HubSpot, which is an essential technique in inbound marketing.
What are the three major steps to create a lead nurturing workflow?
-The three major steps are: 1) Create your audience by segmenting different types of contacts, 2) Create your emails with relevant content for the audience, and 3) Build the actual workflow in HubSpot.
Why is it important to segment audiences in lead nurturing?
-Segmenting audiences is important because it ensures that different workflows are tailored to the specific needs and actions of various groups, providing them with the most relevant communications.
How does one segment their audiences in HubSpot?
-In HubSpot, you segment audiences by going to Contacts, then List, creating a new list, and setting up qualifying factors such as industry, form submissions, or other contact properties.
What should be considered when creating emails for a lead nurturing workflow?
-When creating emails, it's important to consider the subject line to attract attention, and the content should be relevant and interesting to the audience, aligned with their stage in the customer journey.
How does setting a goal for the workflow help in lead nurturing?
-Setting a goal helps define the desired final action from the audience, and it logistically stops the workflow for contacts who achieve that goal, ensuring they don't receive irrelevant communications.
What is the purpose of adding delays in the workflow?
-Delays are added between emails to avoid spamming the contacts and to space out communications, allowing contacts time to engage with the content before receiving subsequent messages.
How does the 'if-then' branching work in HubSpot workflows?
-The 'if-then' branching allows for conditional actions based on contact behavior, such as whether they opened a previous email, enabling tailored follow-ups and preventing unnecessary communications.
What should be included in the workflow to ensure contacts can achieve the set goal?
-The qualifying action related to the goal, such as a form submission, must be included in the workflow so that contacts have the opportunity to complete it and reach the desired outcome.
How can the performance of a lead nurturing workflow be tracked?
-Performance can be tracked through HubSpot's reporting tools, which update with information on how the workflow is progressing and its effectiveness in moving contacts through the funnel.
What is the final step in creating a lead nurturing workflow?
-The final step is reviewing the workflow settings, including the list, triggers, and goal, to ensure everything is correctly set up before activating the workflow.
Outlines
📌 Introduction to Lead Nurturing Workflow in HubSpot
The video begins with an introduction to the concept of lead nurturing within the inbound marketing strategy. The speaker, Shannon, explains the importance of using marketing automation, specifically workflows in HubSpot, to maintain contact with the audience and guide them through the conversion funnel. The video outlines three major steps to create a lead nurturing workflow: segmenting the audience, creating relevant emails, and setting up the actual workflow. The first step emphasizes the need to understand different audience segments and tailor communications accordingly, using HubSpot's list creation and segmentation features.
📧 Crafting Targeted Emails for Different Audiences
In the second paragraph, Shannon delves into the process of creating targeted emails for different audiences. It highlights the importance of building these emails before setting up workflows for efficiency. The speaker stresses the need for crafting compelling subject lines and relevant content to engage the audience at different stages of the customer journey. The paragraph also touches on the final step of creating a lead nurturing workflow, which involves brainstorming and mapping out the workflow's structure in HubSpot. Setting clear goals for the workflow is crucial to ensure it stops when contacts take the desired final action, such as booking a call or filling out a form.
🔧 Building the Actual Workflow with Conditional Branching
This paragraph discusses the third step of creating a lead nurturing workflow, which is building the actual workflow in HubSpot. It explains the process of setting an enrollment trigger, such as downloading an ebook, and sending out the first email (bofu1) immediately after. The speaker then describes adding delays between sending subsequent emails (bofu2 and bofu3) to avoid overwhelming the contact. The paragraph further details the use of 'if-then' branching to tailor the workflow based on contact interactions, such as opening an email, and the importance of aligning the workflow with the set goal to ensure relevance and effectiveness.
📊 Reviewing and Activating the Lead Nurturing Workflow
The final paragraph focuses on the review and activation process of the lead nurturing workflow in HubSpot. It emphasizes the importance of reviewing the workflow's structure, goals, and triggers before activation. The speaker explains how to add the previously created list to the workflow to ensure it targets the right audience. The paragraph also mentions the options for tracking the workflow's performance and adjusting settings for enrollment and suppression. The video concludes with a reminder to include the qualifying action in the workflow for contacts to achieve the set goal and a call to action for viewers to ask questions and subscribe for more content.
Mindmap
Keywords
💡Lead nurturing
💡Inbound marketing
💡Marketing automation
💡HubSpot
💡Workflows
💡Segmentation
💡Email marketing
💡Conversion funnel
💡Form submissions
💡Goal setting
💡If-then branching
Highlights
The importance of lead nurturing in inbound marketing is emphasized, as it helps maintain contact with the audience and move them along the conversion funnel.
Marketing automation is a key tool for lead nurturing, with HubSpot's workflows being a specific example of how this can be implemented.
The first step in creating a lead nurturing workflow is to segment the audience, which is crucial for tailoring relevant communications based on their actions and interests.
HubSpot allows for the creation of active lists, which continually update with new contacts that meet the set qualifying factors.
Qualifying factors are set up to narrow down the list of contacts, such as industry and form submissions, ensuring targeted communication.
The process of creating a lead nurturing workflow involves three major steps: creating the audience, crafting emails, and setting up the workflow itself.
Email creation is a critical part of the workflow, with attention to subject lines and content relevance being key to engaging the audience.
Before diving into workflows, it's recommended to brainstorm and map out the desired steps of the workflow to keep the process organized and efficient.
Setting a goal for the workflow is essential to understand the desired outcome and to stop the workflow for contacts who achieve it.
The enrollment trigger is the initial action that activates the workflow, such as downloading an eBook from the website.
Delays are strategically placed between emails to avoid spamming and to give the audience time to engage with the content.
If-then branches are used to tailor the workflow based on whether contacts have opened or interacted with previous emails.
Internal email notifications and tasks can be set up within HubSpot to increase personal engagement with the contacts.
The final step in creating a workflow is reviewing and activating it, which involves enrolling contacts based on the defined list and goals.
Once activated, HubSpot provides ongoing performance tracking and history of the workflow's progression.
The video serves as a tutorial for creating a lead nurturing workflow, encouraging viewers to explore HubSpot's features and create practice workflows.
Transcripts
Browse More Related Video
How to set up Klaviyo 2024 | Email Marketing Tutorial For Beginners
5 Powerful Email Strategies to Level Up Your Business in 2023
Email Marketing Full Course In 2 Hours | Email Marketing Tutorial For Beginners 2022 | Simplilearn
Your social media account gone. Pooff!!! This is why we need PeakD - True Ownership
10 Marketing Strategies Guaranteed to Grow ANY Business (PROVEN & PROFITABLE)
How To Build An Email List From Scratch
5.0 / 5 (0 votes)
Thanks for rating: