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Free Stock Photography for Industrial Advertising Marketing

Sun, Dec 18, 2016 @ 09:11 PM / by Chuck Lohre posted in Industrial Marketing, Marketing, Marketing Automation, Industrial Marketing Handbook, Cincinnati Marketing Agencies, marketing agency, Industrial Marketing Agency, american dream composite index, growth driven design, Industrial Advertising Tracking

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As much as we would always like to have the perfect photograph to accompany your industrial advertising, many times the budget, time and models aren't available.

Here's a list of several services that you can obtain rights free images for your industrial marketing advertising.

Let's pretend we are looking for a photo of a crane cab or construction executives on a job site.

Death to the Stock Photo

"We're Death to the Stock Photo. A photo & inspiration haven for creatives crushing their path. From their license, "Under the license, you may display a DTTSP photo as you please, reproduce it, add it to a collection, and make adaptations of it. However, you may not distribute the photo—so don’t include it in any photo packs or give it out for others to use. That’s how we are able to run our business :). Displaying and reproducing the photo on physical or digital products that you distribute is fine." We signed up for the weekly pack and will see how it goes. We didn't find any construction shots. This was a nice image.

CyclinginMoab5inch.jpg


Unsplash

"All photos published on Unsplash are licensed under Creative Commons Zero which means you can copy, modify, distribute and use the photos for free, including commercial purposes, without asking permission from or providing attribution to the photographer or Unsplash." Here are a few interesting shots. Click on the image to go to the download page.

io7dx_1efcg-ant-rozetsky-5inch.jpg

uuw4psob388-david-siglin-5inch.jpg

Free Stock Photos

"To the extent possible under law, HubSpot has waived all copyright and related or neighboring rights to Free Stock Photos. This work is published from: United States." Go to the bottom of the page and click on tags. It will bring up the page with all the categories. This was the only image that came up when I searched on "construction."

sailboat-in-charles-river-with-buildings-5inch.jpg

Pexels

"Legal Simplicity - All photos on Pexels are free for any personal and commercial purpose." Here's a crane shot we found. And another construction photo.

crane-load-crane-skyward-in-the-height-48122-5inch.jpg

silhouettes-people-worker-dusk-40723-5inch.jpg

iStock

As you can see none of these free images were exactly what we were looking for. In that case we recommend iStock, "iStock by Getty Images is one of the world's leading stock content marketplaces, offering millions of hand-picked premium images at ridiculously low prices that you can only get from us." We purchased the following image for only $11. If you're writing an online blog, you can get by with the smallest size image. They cost more the larger you get. The second image would be $33, we didn't purchase that one. You can tell by the watermark.

Industrial-advertising-stock photo-5.jpg

Industrial-advertising-stock photo-4.jpg

Good luck with your searches and always be sure you follow the rules of use.


 (If you liked this post you might like these tips to take your own photography "Photography Design.")


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Put Eight Industrial Advertising Tracking Tips to Work in Print

Fri, Dec 09, 2016 @ 12:14 PM / by Chuck Lohre posted in Industrial Marketing, Marketing, Marketing Automation, Industrial Marketing Handbook, Cincinnati Marketing Agencies, marketing agency, Industrial Marketing Agency, american dream composite index, growth driven design, Industrial Advertising Tracking

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(This weeks post is comes via Jim Beckwith, Sales Representative with Metalcasting Design &amp; Purchasing. Jim is a seasoned professional that knows how industrial marketing works and what works. Thanks Jim for passsing on Ryan Dohrn's thoughts.)

Industrial-Advertising-Tracking.jpg"Common knowledge" these days is that print advertising can't be tracked, which in theory makes print inferior to digital advertising options. However, noted marketing and communications expert Ryan Dohrn recently shared several ways you can quantify the results of your print advertising.

1. The person that answers the phone at your office is NOT the best person to track your print ad response. "64% of incoming calls, tracked over a four month print ad campaign, resulted in no question being asked about the advertising source. - BSM, research study, 2014


2. Use a unique website address (called a "vanity URL") in each different print ad. For example, if JohnDoe.com is your main web site, go to GoDaddy.com and register another dot com name like JohnDoeCastings.com to run in print ad #1, and GoJohnDoe.com to run in print ad #2. After you register your vanity URL, you will need to follow some very specific instructions posted in the full version of this blog at http://www.afsinc.org//MCDP/VanityURLSetup

3. DO NOT use an extension on a dot com name such as JohnDoe.com/BlueMag. This will fail almost every time!


4. Use a unique tracking phone number in each ad. Sure, phone volume is down these days, but tracking your calls from print ads is easy. Companies like CallRail.com can offer you this service for as low as $30 per month. Or, a cheaper route is to buy a TracPhone from Walmart or a similar "burner" type phone. If you truly want to know who is calling from your print ad, put your cell number in the ad.


5. Track your Google analytics. Everything a user does is tracked, but most business owners just do not fully understand how to read their Google analytics. Other than Google, traditional media like print is the second best way to drive traffic to your web site. Be sure to track when your print campaign started and ended in Google Analytics. You will almost always see a lift in website traffic during a print campaign. Be sure to filter out all the other things you are doing online to see the best result.


6. Run unique content in each ad. Ad agencies are notorious for running the exact same ad in multiple magazines. Do not do this. Feature different content in each print ad to better gauge results. It can be as simple as changing the color of the product you feature or the image in the ad.


7. Spend time checking your marketing results. It is imperative. Ask your media sales rep for help. It's your money... track it.


8. Try QR codes. While they're not the miracle some expected them to be, they can work if used properly. Feature a unique offer to readers willing to scan the QR code that is pointed to a unique landing page or offer on your website. Free QR code: http://www.qr-code-generator.com

Which of these industrial advertising tracking tips would work best for you? Give them a try and find out! Above all, share your results with your media reps - it tells us how well we're doing our jobs and lets us know if something needs to be changed.

(If you liked this post you might like "Great Industrial Marketing Ads."


Strategic Content Creation Handbook by Cincinnati Advertising Agency, Lohre & Associates
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Cincinnati Hubspotter's Meetup - Growth driven design

Fri, Dec 02, 2016 @ 03:42 PM / by Chuck Lohre posted in Industrial Marketing, Marketing, Marketing Automation, Industrial Marketing Handbook, Cincinnati Marketing Agencies, marketing agency, Industrial Marketing Agency, american dream composite index, growth driven design

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Growth driven design is a "build it fast and fix it fast" goal focused web site building method.

Growth-Driven-design.jpg

Hubspot is the perfect platform to create Growth Driven Sites.

We attended the Cincinnati Hubspotter's Meetup today for soup and a presentation by Cleriti on Growth Driven Design. We've attended many lectures and webinars on the subject so here are the highlights.

Pick the minimum number of goals, create calls to action, landing pages, content and launch. Get feedback, adjust and measure again. Repeat.

Continuous improvement:
Audience
Value
Usability
Conversion rate optimization
Stickiness
Personalization
Assets
Promoters

Analytic tools:
"Hotjar" is a heat map of your site that will tell you were your vistitors are getting hung up.
"UserTesting" is a service that asks your demographics to give you feedback

Methodology narrative example:
For this "persona" visiting the "homepage", we believe changing the "graphic" into an "interactive & linked graphic" will increase "conversions" because of "these analytics"

 

(If you liked this post you might like "Do you care more for your audience than SEO?"


Strategic Content Creation Handbook by Cincinnati Advertising Agency, Lohre & Associates
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October 2016 American Dream Composite Index Report

Fri, Nov 25, 2016 @ 11:08 AM / by Chuck Lohre posted in Industrial Marketing, Marketing, Marketing Automation, Industrial Marketing Handbook, Cincinnati Marketing Agencies, marketing agency, Industrial Marketing Agency, american dream composite index

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(Lohre & Associates and O'Keeffe Public Relations helped launch the American Dream Composite Index and are happy to repost their reports here every chance we get. This index is exactly what it says it is, a measure of the degree that Americans think they have achieved the American Dream. Enjoy.)

What is the ADCI?

The American Dream Composite Index™ (ADCI) is a unique and robust measure of American sentiment that values the American Dream on a monthly basis. 

The notion of the American Dream encompasses our behaviors, attitudes and satisfaction with economic conditions, personal well-being, societal and political institutions, cultural diversity, and the physical environment. 

The ADCI reveals what people living in the United States do, strive for, work for, wish for, and ultimately, hope for as they assume multiple roles, including but not limited to, consumers, parents, children, students, employees, employers, parishioners, voters, etc.

American-Dream-Composite-Index-Oct-2016.png

Composite Index
Is 65.54, up .23% from September. This is a small change driven by small changes to the sub-indices. The economic, well-being and environmental sub-indices are all up in October, the societal index is down, and the diversity index is flat.

Economic Index
Increased slightly to 64.49 in October, a .38% change compared to September. This increase is a result of increases to the dimensions of Job Environment, Job Benefits, Freedom of Choice and Destinations in Life. Home ownership had a significant decline in October and other constructs for the ADEI are mostly unchanged.

Well Being Index
Increased slightly to 70.77, a .49% change from September. This small increase is primarily the result of increases to the dimensions of Happiness, Leisure Activities, and the Support of Someone Special.

Societal Index
Decreased to 54.36, a change of .30% from September. This change is the result of decreases across the board in the ADSI, but primarily Trust in Business and Trust in Government. Safety in the Community is the only dimension to have a significant increase in October after the significant lows we observed for this dimension in September.

Diversity Index
Is mostly unchanged in October, changing only slightly up .13% from September to 73.86. Even though the ADDI is unchanged in October, the dimension of Melting Pot—Diversity is down slightly and Political Freedom is up slightly.

Environmental Index
Is up very slightly by .4% in October to 69.46.

Extra Insites from the October Index
This month, we asked a few extra questions with the ADCI survey related to the current political election season. A few insights are:

  • 25% of millennial respondents say they get their political news primarily from social media compared to 16% for all other generations.
  • Over half of all survey takers say the person they would like to vote for is not running in the current election. This sentiment is most shared by those reporting to be of a conservative or moderate political identity. Only 40% of liberals said the same.
  • In spite of so many people saying they are unsatisfied by the current presidential offerings, 75% of all respondents say this is the most important presidential election of their lifetime.
  • ADCI scores for those of moderate or conservative ideology are 2 points higher on average compared to those of liberals.

(If you liked this post you might likeRobots, Cobots & the American Dream - Metalworking Equipment Marketing Ripe for Inbound)

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Strategic Content Creation Handbook by Cincinnati Advertising Agency, Lohre & Associates
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17 Years Ago My Father Died. He Taught Me Industrial Marketing.

Wed, Nov 23, 2016 @ 01:00 AM / by Chuck Lohre posted in Industrial Marketing, Marketing, Marketing Automation, Industrial Marketing Handbook, Cincinnati Marketing Agencies, marketing agency, Industrial Marketing Agency

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wo 

Thomas-G-Lohre-Sr.jpgThe 1980 version,
"Lohre & Associates is a full-service ad agency, a member of the Four-A's, a long-established business, in continuous operation in Cincinnati for more than 40 years. We serve a variety of clients in the tri-state, some for as long as 25 years. We have a seasoned professional crew that knows the ropes in creating all kinds of selling communications, for highly technical industries, heavy capital equipment, or consumer goods marketing. Don't miss the boat! If you're looking for smoother sailing in your important selling as you chart your company's course for the 1980's, call Lohre & Associates now."

LEED Platinum Plaque.jpg

The 2016 version,
"Lohre & Associates is a full-service ad agency, a member of the U.S. Green Building Council, a long-established business, in continuous operation in Cincinnati for more than 80 years. We serve a variety of clients worldwide, some for as long as 55 years. We have a seasoned professional crew that knows the brick and mortar in creating all kinds of selling communications, for highly technical industries, heavy capital equipment, or sustainable building materials. Don't miss your grand entrance! If you're looking for an easy build in your important selling as you plan your company's growth for the 2010's, call Lohre & Associates now."

My LinkedIn Profile,
"I started work as a graphic artist at my father's (Thomas G. Lohre, Sr.) industrial marketing ad agency, Lohre & Associates, in 1977. We specialize in machine tools, mining and processing equipment. The agency grew in the 90s and survived the 2000s. Our latest initiative has been in the sustainable building materials and services industries. Janet's and my purchase of a Frank Lloyd Wright designed home in 2003 rekindled my interest in architecture. I have followed the U.S. Green Building Council's education path to learn how to serve this industry. We founded Green Cincinnati Education Advocacy in 2009 and self documented our office LEED Platinum in 2011. As a Green Building consultancy, we certified GreenSource Cincinnati's office LEED Platinum in 2013. In 2012, Lohre & Assoc. became a Hubspot Partner to offer best practices in internet marketing."


Strategic Content Creation Handbook by Cincinnati Advertising Agency, Lohre & Associates
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In the Future, Marketing Will Be Automated - #Inbound16

Sat, Nov 12, 2016 @ 02:11 PM / by Chuck Lohre posted in Marketing, Marketing Automation, Industrial Marketing Handbook, Cincinnati Marketing Agencies, marketing agency, Industrial Marketing Agency

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This is the future I learned of at Inbound 2016, the Hubspot internet marketing conference in Boston last week. Hubspot is a marketing automation software system we have used for the last three years. 

 
I listened to stories of hardened industrial sales guys wanting to abandon email marketing because it was a waste. It brought a sly smile to the marketing guy that then told him how their recent 12 million dollar account started from a LinkedIn post. He had the proof. And the young lady telling the story of how what used to be a year long courtship for a $200,000 software purchase was reduced to two months because the new client had already read all about the capabilities of the company and didn't need to have a honeymoon.
 Marketing-Automation-Inbound-2016.jpg

All of my clients want to come up on the first page of Google. That is the question I wanted answered. What I learned is that now Siri understands language better than humans do. 20% of all searches are by voice , now. And Google knows who you are, where you are and predicts what you want. If you want to be on the first page fo Google you're going to have to predict what your customers want. And how they ask for it.

(To be continued)

Learn more with our Marketing Handbook which needs to be updated with this info.


Strategic Content Creation Handbook by Cincinnati Advertising Agency, Lohre & Associates
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What does Hubspot's "State of Inbound" report have to do with industrial marketing?

Thu, Oct 15, 2015 @ 01:58 PM / by Chuck Lohre posted in Industrial Marketing, Inbound Marketing, Marketing, Marketing Automation, marketing agency

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A lot. We totally agree that "salespeople struggle with a lack of information about their leads and manual data entry." That's why we got into Hubspot, 65% of their users are B2B.

Is Hubspot industrial marketing? 2015 Inbound Report.

Inbound for us wasn't a new concept. Industrial marketing has always been about educating the prospect until it hurt! Engineers are our salespersons, and test trials are our free consultation. We've found that Hubspot clearly speaks our language and provides a great educational platform for everyone in the organization from client to an agency. It encourages public relations and product publicity. In industry, our blogs have always been articles in the technical trade journals. Application presentations at conferences. And patents. A little overkill for selling lipstick but the day to day for us.

The other thing that Hubspot and inbound marketing, in general, has given us is a solution to the first sentence. Today, you can track a hummingbird flying around your site. And when it comes back after migration. When it finally does take a sip, you've connected a face with a history. Slowly, they self-qualify themselves and sales engineers just might warm up to contacting them. Or at least they'll have a much easier call when they are following up with a request. It's light years out of the stone age with the new tracking tools.

Is Hubspot industrial marketing? 2015 Inbound Report.

Calculating ROI is still a problem with our clients and us. But the tools are there, and they are getting easier every day. At the most recent Inbound 2015, we learned that a typical ROI for an industrial lead was 50%. Now you've only recovered $500 from your $1000 investment in marketing but the lifetime value of that customer could be millions. The time is now. The tools are available. And free with Hubspot!

One thing we don't agree with the report is that traditional display advertising in the technical trade journals is a waste. They are for most companies because they don't realize that your investment is also an invitation to contribute editorial material to the publication. Over 50% of the companies that purchase expensive display ads never send in new product news releases or contribute an article. That's a waste to the 32-37% that say it is. Those technical articles should be the foundation of your content.

One other thing we disagreed with is that you can hire an outside writer to develop the content. We bring over 35 years of industry knowledge to the table, and the best you can expect an outside writer to do is edit the work of an engineer that can't put a period at the end of a sentence. 41% of inbound is written by staff the report says. When we asked one of the writing services, at Inbound, to find us an author for "die casting lubricants," we got zero results.

One interesting thing about the report is that 83% of marketing budgets around $25,000 use inbound versus only 45% for budgets of five million. For small budgets they only use outbound 15% versus 55% for large budgets. And this is proven out by the new companies that successfully enter a market with a very low cost educational marketing plan. They write, they speak, and they become the answer guys for their industry. You can't stand on the sidelines anymore, information is too accessible.

Something that won't come as a surprise is that Sales thinks Marketing isn't relevant, and Marketing thinks Sales isn't looking for new markets. It's still true. You can't have a successful marketing department without some of the most experienced, insightful and visionary people in your company. Unfortunately, that's rarely the case. They have to predict the future, and that's very hard. Sales have and always will have their hands full dealing with applications and customers. What's new is that the software has gotten to the point that it can help predict the future and sales training methods encourage market innovation. Mainly because it teaches sales to listen to the customer, verify their satisfaction and share their needs. It just makes good business sense that sales and marketing start rowing together. Hubspot's training tools do that. They are designed for marketers, but they teach marketers how to make the sale, keep the customer and grow their opportunities. In one word it's, Delight!

It's so refreshing to have a tool that get's it! Download the full report by clicking the image below or here.

Download, The State of Inbound 2015

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B2B Website Checklist for Industrial Marketing

Wed, Jul 22, 2015 @ 04:45 PM / by Chuck Lohre posted in Inbound Marketing, Process Equipment Marketing, Marketing Automation, Industrial Website Design, Industrial Social Media Marketing, Website Design, Business to Business Marketing, Social Media Marketing and Advertising, Web Design Company, Cincinnati Web Design Agency, Cincinnati Website Design, web development, Web Design

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Thanks to Jeremy Durant for inspiring this post as a fine tuning for your industrial marketing site.


Use this checkist to review your site and remember, don't throw out your entire site. Fix these problems while you update the look and feel slowly and consistently.

1. Is your site accurate?
Web Design and Web Development checklist image 1

2. Use your colors, fonts and white space to direct attention?
Web Design and Web Development checklist image 2

3. Help reach your goal?
Industrial Web Design and Web Development checklist image 1

4. Have testimonials on your site?
Industrial Web Design and Web Development checklist image 4

5. Educational?
Industrial Web Design and Web Development checklist image 5

6. Use any black hat SEO methods?

7. Use the same phrases in your copy that you want visitors to find you for?
Industrial Web Design and Web Development checklist image 7

8. Function on a smart phone?

9. Written for Buyer Personas?
Industrial Web Design and Web Development checklist image 9

10. Use your prospect's social media?

11. How many visitors generate a new prospect?

12. Easy to edit?

13. Easy to navigate?

14. Focused on one visitor's needs?
Industrial Web Design and Web Development checklist image 14


CONCLUSION:

In the final review, it's most important that your site come up in the search engines for the search phrases you want to be found in. If not, buy adwords, remarketing, or LinkedIn ads until you do.


 If you liked this post you may like, "Pay Per Click - Good Industrial Marketing Idea or Money Pit?"


Download our free guide to Creative Marketing Communications,

Chuck Lohre's AdVenture Presentation of examples and descriptions from Ed Lawler's book of the same title - 10 Rules On Creating Business-To-Business Ads

Industrial Marketing Creative Guide by Lohre Marketing and Advertising, Cincinnati

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Hubspot: The Solution for "No Time" Marketing Communications

Wed, Jul 22, 2015 @ 12:00 PM / by Chuck Lohre posted in Inbound Marketing, Marketing, Internet Marketing, Marketing Automation, Construction Equipment Marketing, Social Media Marketing and Advertising, Equipment Marketing and Advertising, Internet Advertising

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Overwhelming. If that's what marketing communications has become -- help is on the way!

Gone are the days when a few publications covered your industry and only the accounting department had computers. Now the biggest change is smartphones, it's practically impossible for a company to afford programming for the small screen. There is a solution, Hubspot. Here's a list of the advantages:

  1. Easy to Edit. Websites must be kept up to date. Content is the number one driver of marketing success
  2. Defines Your Brand. Hubspot guides you through the keywords you need to promote and suggests content.
  3. Focused Page Content. You'll learn every page has a purpose and a path to accomplish it.
  4. Teaches You How to Blog. From keywords to tags and images, you can't fail.
  5. Audience Love. Great content delivers great visitors and great customers. You'll never be accused of spamming.
  6. Email That Gets Through. You'll learn how to navigate the filters.
  7. Competitive Insight. They are your best teachers. Use them.
  8. Trends and Suggestions. You would have to pay thousands for this customized advice.
  9. Training, Training and Training. Every day, twice a day - it's easy and fun to interact with great professors and students.
  10. Ready For The Future. You are automatically smartphone enabled. Poised for next steps!

Easy to Edit

Easy To Edit Marketing Communications resized 600

It couldn't be easier to edit a website. It looks just like your site. You navigate it the same way. Click on the little orange boxes to edit. We have never seen a better interface. If a site is too hard to edit by the individuals responsible for the content, it becomes a dysfunctional bottleneck and a corporate embarassment. Just log in and edit, it's that easy.

Defines Your Brand

Brand Definition Marketing Communications resized 600

Your site should evolve as your product offering and as your brand evolves. As you consistently add content to every section of your site, you will update and advance your message and brand. That's marketing communications at its easiest and best.

Focused Page Content

Website Page Performance Marketing Communications resized 600

Hubspot has a Page Performance checklist that's easy to follow and keeps your pages optimized for search engines, readability, simplicity and keeps you focused on that action you want the visitor to take!

Teaches You How To Blog

How To Blog Marketing Communications

From title, images, length, meta tags, meta description and keywords, the Hubspot blog writing program is much more than a word-processing program. It matches your URL, internet address, page title and the headline of your blog for maximum search engine optimization. All automatically, just follow the suggestions and comments.

Audience Love

Make Love Not Spam Marketing Communications resized 600

Hubspot helps you understand your visitors so you can give them the content they want. This "Green Marketing" blog post is the most popular on our site. It's a report on the foundry industry, combined with references to several other websites, that makes for a great post and one our visitors feel has value. Hubspot teaches you this and how to do it. Customers are always the best sources of content.

Email That Gets Through

Spam Proof Marketing Communications Email resized 600

30 percent of emails from most popular email programs get filtered out. Hubspot teaches you the high road of how to get personal opt-in email approvals. You will learn never to send an email someone didn't ask for or expect. One fundamental of "inbound marketing" is the customer drives the bus.

Competitive Insight

Competitve Marketing Communications resized 600

You'll know exactly how you compare to your competitors. Pardot has been doing marketing automation a lot longer than Lohre & Associates and it shows. They have 10 times the traffic rank, a hundred times as many pages indexed, and a thousand times as many sites that link to theirs. We're working on it. Like many companies with great sites, ours was under promoted. "Build it and they will come," doesn't work on the internet. You must share your content with your social media network. Hubspot makes it fast and easy to track.

Trends and Suggestions

Marketing Communications Trends resized 600

Sure, Google Analytics is a great program to track trends and suggestions, but it's too difficult for a novice. Hubspot makes it easy by integrating your social media, blogs and site page traffic. With one click you can take action in a few minutes instead of falling asleep.

Training, Training and Training

Marketing Communications Training resized 600

Hubspot has the best training in the business. Every possible subject is covered with interactive webinars and your peers are in class. They will become your partners in marketing communications best practices along with up-to-date tools and techniques. And it's fun. No one will do anything unless it's fun.

Ready For The Future

Smartphone Marketing Communications resized 600

To conclude with the reason we wrote this blog, if you don't optimize for smartphone viewing, your site would not keep pace with today's marketing communication trends. Hubspot does this automatically for all of your content across every possible smartphone configuration. That's a service you would have to pay thousands for. And you must have it.


If you have enjoyed this post you might also like, "Review: "Designing B2B Brands" for marketing communications"


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Is Marketing Automation a Good Industrial Marketing Idea?

Fri, Mar 21, 2014 @ 09:47 AM / by Chuck Lohre posted in Industrial Marketing, Industrial Marketing Ideas, Inbound Marketing, Marketing Automation

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Your Top 10 Workflows Questions Answered

by Stephanie Lussier

Date

March 21, 2014 at 9:00 AM, website

(Thanks to Stephanie for this article on marketing automation. Most industrial marketing professionals don't use marketing automation. It's considered an insult to treat engineers with these techniques except for mundane confirmation and reminder emails. Still, this is the future of marketing to the masses of casually related individuals interested in industrial products. There always have been a huge number, just look at your website logs. You have to treat the 80 percent of the public that stumbles across your site with dignity. There's no reason not to and many reasons it can help. Take, for example, the engineer that just spoiled several rail car loads of raisins with chocolate. He's looking for a centrifuge to take the chocolate off of the raisins and ends up renting a unit from you. You never know and marketing automation is a good way to nurture the masses that want to be communicated to in that way. Chuck Lohre)

marketing-automationAs an inbound marketer, you are working hard to generate as many leads as possible. After a certain point, you begin to generate so many leads you can’t possibly spend all day reaching out to each and every one of them. Workflows can be your answer to following up with, nurturing and qualifying those leads. Workflows are available within professional and enterprise HubSpot accounts.

The thing is, Workflows, and marketing automation in general, can be very confusing. There are so many moving parts to manage, so many outcomes to consider, so much potential for unintended overlap. It can make even the most seasoned marketers feel hopelessly overwhelmed.

To help you navigate the world of marketing automation, we've put together answers to the most common questions our customers ask about Workflows. We hope these answers provide the confidence you need to jump into Workflows head first!

1. Why Aren't My Contacts Being Enrolled in a Workflow?

When you create a Workflow with a smart list as the starting condition, before turning your Workflow live, you have the option of enrolling the lists existing contacts (see below). If, for some reason, you are noticing your contacts are not being enrolled, you should first check to make sure your Workflow is active and you have the correct form or smart list as the starting condition.

If you have heard from specific contacts that they never received a specific email from you, you can look in the history of the Workflow in question and search for an individual contact. If, for some reason, a step did not execute, you will be able to see why. Most commonly, contacts are not receiving emails in a Workflow because they are already on the goal list or suppression list or their email has previously bounced and they are not eligible to get the email.

In the example below, we see that Chris could not be re-enrolled because the settings specify that contacts should only be enrolled the first time they meet the starting criteria. We also see that Stan has unsubscribed. He will not receive any of the emails from this Workflow.Contact Not in Workflow

2. How Can I Send a Follow-up Email Based on Information Someone Provides on a Form Submission?

Sending follow-up emails based on the information provided via a form is an excellent way to give your contacts a custom experience as they go through the buyer’s journey with your business. To do this follow these steps:

  1. Start by creating a smart list for each answer you would like to provide a custom response to. Double-check you have not missed anyone by forgetting a response someone could provide.

  2. Next, you will need to write an email that corresponds to each of these smart lists. Alternatively, you could write one email and use smart content to create different versions for each answer. To do this, add a new rule for each smart list you have created and enter the custom message.

  3. Lastly, build the Workflow. You have two options here based on what you chose to do in step two.

  • If you decided to write a unique email for each response (aka. each smart list), you will need to build a separate Workflow for each smart list. The starting condition will be the smart list and the first step will be the respective email.

  • If you chose to use smart content, you can create a single Workflow where the starting condition is either a smart list or a form submission and the first step is the automated email you created with smart content.

3. How Can I Send an Email Response from a Form?

You have three options for sending an email response from a form.

1) When creating your landing page, you have the opportunity to send a follow-up email at the time of the form submission. The email will be sent immediately and simultaneously to the contact being redirected to the thank you page.

follow-up email


2) You can use a form submission as the starting condition for your Workflow. When someone fills out the form, they will be enrolled in the Workflow and receive the subsequent emails.
form submission workflow


3) You can include a form as one piece of the criteria of a smart list. This smart list can be used as the starting condition for a Workflow so when someone new is added to the list (i.e. they have filled out the form and met any other conditions you have set for the smart list) they will be enrolled in the Workflow.

form in smart list


4. What Happens to Enrolled Contacts When I Change the Timing of My Workflow Steps?

If you change the timing of your Workflow steps once there are contacts enrolled, the following will happen, based on the type of change you have made:

  • If you move the steps to happen later or further apart, e.g. Step 2 was originally scheduled to execute 7 days after Step 1 and you move it so that it is scheduled for 10 days after Step 1, all contacts who have not yet reached Step 2 will get that step at the new time you move it to.

  • If you move the steps to happen sooner or closer together, e.g. Step 2 was originally scheduled to execute 7 days after Step 1 and you move it so that it is scheduled for 5 days after Step 1, all contacts who are already scheduled* for Step 2 on that 7th day will still receive it at original time. All new contacts who have not yet been scheduled will receive it at the new time, 5 days after Step 1.

*When looking at a Workflow, you can take a look at the “History” for each contact who has ever entered the Workflow. Here you can see that when one step executes, the next is scheduled. workflow history


5. How Do Suppression Lists Work in Workflows?

A Workflow suppression list is a list of contacts you do not want to be included in your Workflow. Whenever a new contact is enrolled in your Workflow, before any steps execute (including those with a 0 delay) the suppression list is checked to verify they should be enrolled in the Workflow.

You can add suppression lists to any Workflow under Workflows settings.


workflow suppression list

6. How Do I Remove Contacts From a Workflow?

Contacts are automatically removed from a Workflow when they are added to a goal list or a suppression list. You can also choose to automatically remove contacts when they no longer are a part of the original list (starting condition) or when they are added to another Workflow.suppressions and priorities

Alternatively, individual contacts can be removed manually from a Workflow by going to their contact record and choosing from which Workflow you would like to remove them. The Workflow area can be accessed by clicking “Workflows” on the left side of the contact record.


removing a contact from a workflow

7. Can Someone Go Through a Workflow Multiple Times?

In the settings area of each Workflow you have the option of allowing someone to be enrolled each time they meet the starting criteria of a list. Without this option selected, a contact that meets the starting criteria a second time will not be enrolled.


Workflow settings

8. How Can I Schedule a Workflow Email to Send at a Specific Time and Date?

For both standard and property-based Workflows, you are unable to specify the exact date and time you want the email to send. In a standard Workflow, the steps will execute based on when someone is enrolled in the Workflow. For a property-based Workflow, each step will execute based on the timing you select around a contacts individual date. You are unable to specify the exact date and time you want the email to send. You can, however, specify a time range within which you want the steps to execute. The timing will be based on the time zone set in your HubSpot settings.Workflow settings time range

In a fixed date Workflow, you are able to pick the exact date and time you want contacts to receive the email. This timing will be based around the fixed date you include in the Workflow.


9. Can I Use Smart Content in a Workflow?

Yes! Using Smart Content in Workflows offers a great way to take your segmentation and nurturing efforts to the next level. This combination empowers you to appeal to multiple segments without building a Workflow for each. You can create one Workflow that appeals to a broad audience and then use a few more granular smart lists to dictate what content shows to each segment.

By using Smart Content in a Workflow email, a single email can display slightly different content depending on who is opening it. For example, if you wanted to show a photo of a flower to your gardener leads and a photo of a house to your construction worker leads within the same email send, a smart content module would dynamically choose what photo to display depending on whether it was a gardener or a construction worker who was receiving the email.

This can be especially useful further along in the buyer’s journey when you may be adding multiple segments of your contacts to a single decision-stage Workflow.

10. Is It Better to Use Smart Content or Personalization in a Workflow?

Try both. While Smart Content and personalization tokens both give you the ability to customize the email messages sent to your contacts, they each have different use cases for implementation.

Smart Content allows you to change the entire body of a message based on membership of a smart list or lifecycle stage. This means based on a contact’s past behavior or a series of details they have shared, you can change the entire tone and content of a message you send them. The messaging you send will be the same for the entire list of people.

Personalization tokens within an email body will help you customize the message to reflect information you have gathered about a contact, e.g. their first name, company name, business size, job title, etc. Personalization tokens can also be used within a smart content message to make the content more personable and human and make it sound less automated. When using personalization, it is important to make sure the message you write will make sense with anything that could populate the space where the token appears - a default word, like “your company” or their actual response, like “HubSpot”.

 

We hope these answers help clarify some of your questions around Workflows. Still curious to learn more about Workflows? Tell us in the comments, join a Workflows live lab or sign-up for the Intermediate Workflows Optimization session.

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Written by Stephanie Lussier

Stephanie is a Sr Inbound Marketing Consultant at HubSpot. She's passionate about marketing automation, creating (simplified) visual resources and helping small businesses succeed.

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