How To Get Started With Enterprise Marketing Workflow Automation


If you’re moving into the enterprise-client space at a mid-level agency—whether slowly or at warp speed—you’ve probably realized that you’ll need as many automated workflow processes as you can find.

You can also look at automated sales tools like Zendesk which takes 45% of tedious tasks away from humans.

a demonstration SEO either PPC Can be quite daunting for a handful of small clients, especially if you are doing many of their tasks manually.

With enterprise-level clients, however, you can no longer afford to go through things manually. You will need to automate your workflows.

This post is for beginners and not an exhaustive post on best digital marketing automated workflow tools.

I’m going to help you get started.

My goal here is that you should think about the best ways to approach workflow automation when you start choosing an enterprise client.

There are so many areas in digital marketing where you can automate a process and free up time for other things.

Thinking About Workflow Automation: Your Goals

Like many processes in agency life, the best starting point with workflow automation is knowing what you’re trying to accomplish: your goals.

The purpose of automating anything is to save time and money for the most part.

Everyone wants to save time and money, and automating a process will make that process more efficient.

However, the goals of enterprise-level workflow automation are still going to vary in details for each agency.

For example, your agency might focus more on link building than any on-site SEO tasks.

In that case, you’ll need more infrastructure than anything else to monitor and check your customers’ backlinks and domain authority.

If backlinks are your meat and potatoes, and you need to make that process as efficient as possible, it might be time to step up (or get first) your plan with a useful backlink tool like Majestic, Semrush, or Ahrefs. Consider.

Sure, you’re almost always going to pay more for the increased ability to automate something like monitoring, but what do you save employee time and company resources?

Let’s say your agency is entering enterprise territory and considers itself vulnerable to reporting. You simply don’t like the infrastructure and feel your enterprise customers deserve more.

You have to ask yourself, “Do I think automation tools like Google Data Studio can help me out here?”

From experience, Data Studio is one of my go-to reporting dashboards, but don’t just listen to me for it.

There are other reporting dashboard products for this, such as Databox or Geckoboard.

Whatever work you’re working on, my overall advice to people is to simply start with enterprise workflow automation, first defining your goals.

Is this a more efficient process of site monitoring, keyword clusteringOr content reporting, you need to know what you want.

Those goals should steer you in the right direction, that is, to choose tools that provide exactly what you need.

What do those things usually consist of?

  • Accurate representation of data.
  • Tasks (with assignees and reset capabilities).
  • Team member communication.
  • scaling capabilities.
  • Customizable Features.

Trust me when I tell you that once you have these automated features in your workflow, you won’t want to be without them.

Proceeding with caution: Introducing automation internally

If your agency has been working mostly manually for the past few years, I can tell you that it can be difficult for some teams to swallow bulk process changes.

You are taking a process that is working and introducing cell-level changes to it.

The argument is that the change was necessary because you are now in the enterprise sector.

More data, more complex workflow, and more demanding requests.

But here are some things to consider:

  • The automation tool you ultimately choose has to be the best for your agency out of all the options; Don’t compromise here.
  • The whole team must learn a new tool or process, which takes time and invites errors.
  • You may face real resistance from some team members who prefer the old ways.

Firstly, it’s always good to make changes like this gradually.

View product demos, get free trials, and compare all the automated workflow tools you’re considering.

On the other two points – related to team errors and individual resistance – you can expect those obstacles to arise.

Solution?

Don’t make all those bulk changes at once.

Learn how to participate in your current process and automate it using new software. Test a few things in a low-stakes environment, perhaps even for your own agency’s website.

What better place for your team to learn the basics and make up for all your mistakes?

Once your team overcomes a new obstacle by figuring out and manipulating it, introduce that automated process to your agency more widely.

The process may be slower than you’d like, but your enterprise clients deserve processes optimized around their SEO, paid media, or whatever other large-scale service they’re getting from you.

Plus, it’s good to see this introductory time as an investment more than anything else.

You are investing time and money right now to acquire this workflow automation tool and train your team in its use.

The result will be an agency that uses an automation tool to deliver more streamlined products to its enterprise customers.

I can’t imagine what more you could want!

Self-monitoring in progress: Keeping track of your savings

Ideally, you’re going to start getting savings with any automated workflow tool you find.

Those savings won’t just be what you can pass on to your enterprise-level customers and how much more you’ll satisfy them.

The savings are also in how you benefit as an agency.

After watching several agency transitions from mid-level to enterprise-level, I can tell you that introducing automated workflow tools doesn’t guarantee that you’ll save resources.

You have to be smart about it and audit every expense related to your work output. Compare data before and after the tool.

It may not always be as easy as you think.

For example, you may believe that introducing an automated process into your workflow will allow you to retain fewer employees to oversee those parts of the work.

You may be right about this in many or most cases.

But what if the work the enterprise client is getting is so large and complex that it requires more hires?

And what if those people end up costing you more than you save by automating your workflow?

Of course, you’re still earning an enterprise-level retainer, so things might work out in the end anyway.

Consider these issues as you prepare for and eventually implement automated workflows for your enterprise clients.

There are also blips you can’t anticipate.

For example, if you implement a Backlink-tracking automation tool For a client with 60,000 backlinks, it probably works fine for a while, but then you realize you can make monitoring more efficient.

You’re going to have those opportunities and options down the road.

learning as you go

Since my goal in writing this was to help people who are just getting started with workflow automation in the enterprise space, I wanted to cover every possible scenario you could run into as you go.

However, as you progress on this road, you will face problems. Enterprise clients demand a lot from you.

You can’t plan for all of this.

I think the bit-by-bit approach should work wonders for you, though.

Try a few before scaling it.

This has often been the road to success for me, and it could be for you too.

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Featured image: Dan Rise/Shutterstock





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