Marketing workflow organizes the way a company creates tasks, deadlines and assignments during a marketing project. However, only the correctly-operated workflows bring about good results. Make sure you construct a workflow that truly optimizes your company. Here’s a breakdown of what a marketing workflow is, followed by some interesting ways to change your company’s workflow approach.

What Is a Marketing Workflow?

A marketing workflow is a guideline for companies to follow when planning a campaign. A marketing workflow includes goals, deadlines and schedules. It is often supplemented by workflow management software to help create structured tasks for team members and share them with the necessary departments.

Marketing workflows are nearly interchangeable with content marketing workflows. A content marketing workflow is essentially a list that orders the ideas and goals of a project. It is a guideline for a company to market its content. Now that you have a clear understanding of what a marketing workflow is, here’s some ways to improve yours.

A picture of linking elements with business ideas inside.
A marketing workflow gives companies a base guideline to follow during a project.

Analyze Data to Optimize Schedules

Marketing campaigns are more likely to succeed when they take place on dates or times when their target market is available. One example showing this is a phone call that takes place at two-thirty in the morning. Clearly, this is not a great way to initiate a sale. A less obvious example is a company sending out automated marketing emails at a certain time, day of the week or month of the year. Consumers are more receptive to new ideas at particular times and dates. Because of this, data analysis should be used to help locate these times.

Companies that adhere to analysis should set their marketing workflow schedules to maximize outcomes. Pulling from the above example, if data showed positive results from marketing emails on Tuesdays, companies could automate all future similar emails on Tuesdays as well.

A group of workers correct a schedule.
Make sure your data optimizes scheduling.

Clearly State Your Goals

The more upfront you are with your marketing goals, the better chance they are completed on time. From day one of a project, let your team members know exactly what you want accomplished. This includes specific details about what they’ll do on individual days. Also, give them the project background and purpose so they can create to the best of their ability.

Remember that clearly stating goals not only keeps teams informed, it also ensures workflows are constantly moving in the right direction. The less confusion a team has, the more quality the work they create. Get the goals cemented into your team’s awareness right away to get the project running smoothly.

An arrow navigating a maze to a target.
Clear goals drive workflows.

Implement Workflow Management Software

Optimized marketing workflow requires different deadlines and goals to be set and satisfied. Automate these by adding the right type of workflow management software. Find a tool that manages tasks, goals and deadlines. It should also allow teams to effectively collaborate during scheduled assignments.

The software needs to manage and create tasks for teams and divide it between departments. In an ideal world, workflow management software integrates with programs your company already uses. For example, if a business already uses the team chat app Microsoft Teams, it’s beneficial for the workflow management software they choose to integrate with Teams. This ultimately smooths the process of communication and boosts efficiency during campaigns.

A group of workers using technology.
The right marketing tools are crucial.

Give Analysis Sequencing Sufficient Time

Companies measure the success of campaigns and then use the data to make adjustments to their workflow management schedules. However, it’s important to give a campaign enough time to run its course before measuring its success. Patience with data helps an enterprise optimizes workflow management.

Decide how long a campaign should be measured, then use the data collected to make adjustments to the current marketing workflow. A company can then decide whether or not the data is positive and make adjustments accordingly. Ultimately, this creates a much clearer path to success.

A team of workers analyzing data.
Give enough time for proper analysis.

Identify Strengths and Weaknesses of Individual Team Members

In order to get the most out of each team, it’s vital you understand how the individual members function. Learn their strengths and weaknesses in order to correctly hand out tasks to the right people. If each team member is tasked with something they’re great at, your project is likely to succeed at a much higher rate.

Another benefit of pinpointing your team’s strengths and weaknesses is you can change the dynamics of their environment to further project success. This is definitely apparent when teams break into smaller groups or work individually. Some members might need a group of people around them to succeed, while others are best on their own.

An in-depth analysis of a current workflow helps companies find small fixes and boost efficiency. Continually evaluate your workflows to understand what changes need to be made.

Casey Schmidt – Content Manager and Industry Expert | Canto

Casey is a content management and branding expert who enjoys taking complex subjects and making them easy to understand for readers.