A Strata YouTube Channel Original
Figuring out your multichannel campaign workflow can be difficult (at first). At its core, a workflow should be a living, breathing thing, and you most likely won’t come up with the optimal flow right from the get-go, and that’s alright, you’re not really supposed to. When building a workflow, your goal should be getting to a point where you’re tweaking it throughout the campaign, not reengineering it. That said, in our most recent YouTube video of our Multichannel Marketing series, we go over best practices for creating this flow, and the ways in which you can make it work well for you and your company.
Are All Workflows the Same?
The answer’s no. Look at the construction of your workflow as an iterative process. Something you sit down with, leave, come back to, leave for another cup of coffee, come back to and test out, make calculations for, leave, come back to, leave for more coffee, etc. Go in with the expectation of optimizing it a handful of times. Remember, it’s personalized to you and your company’s goals.
Having the most effective campaign from the get-go is one thing, but building a workflow and truly thinking through a theory for that workflow is another. It allows you to better test and evaluate your campaign’s goals. If you begin to see a disconnect between your campaign goals and what you currently have after constructing a workflow and calculating your multichannel KPIs, you have a problem. But, the good news is that you can work to solve it before spending money, and possibly disrupting your reputation. This is one of the main reasons workflows are important to have – so you can catch any kinks before launching your campaign.
When starting to create your workflow, there are a lot of framework options you can build upon. The video that we’re referring to in this blog is for building a ‘base’ workflow, but, for information on how to tweak your ‘final’ workflow, check out this video when you find some time.
A commonly used workflow strategy formulation starts with defining the highest and lowest levels of the marketing funnel that you want to address. You can have as many ‘funnel buckets’ as you want, and they’ll vary based on your industry and business model. Here are some basic ones that can be used:
We recommend laying these out as lanes in a flowchart. It helps to visualize the different stages of engagement for your campaign members.
To see next steps for building your multichannel workflow, click on the video below. You’ll hear our Director of R&D, Harrison, go through best practices and tips and tricks for getting yours set up. Or, if you’d like to discuss this concept with one of our multichannel experts, contact us today.
A Series for Growth
The pandemic has changed many things, in many ways. But oddly, in some ways, it may have brought us closer as organizations. Have you ever had so many one-on-one meetings (albeit by video conference) pre-pandemic? Or shared, for so long, a common challenge?
The workplace has been changed forever, no doubt. Although we, in a way, may have grown closer, my personal opinion is that this purely work from home culture is not sustainable long term. We need to see each other and connect in a way that only physical presence can provide. Yet, there’s still no way we’ll ever be back into the office, every day, 9 to 5, and experience all that comes with that routine. When we return to the office, things will look much different.
At Strata specifically, we’ve begun to put processes in place to move towards our vision of the future. A less constrained, more flexible work environment that we hope captures the best from both WFH and WFO, and offers work productivity while being conducive to employee morale. Successfully doing that will both enhance and sustain our existing culture and help us attract the best of the best new talent as we go forward. A large part of that evolution is renovating our spaces for cohesion, productivity and modernization – but also with environmental conservation at top of mind. Our hope is to conduct an office remodel that creates an eco-friendly work environment and also enhances employee wellbeing.
As our business evolves, we know we want to not just renovate – but renovate with purpose. Doing the very best we can to protect the environment consciously, ethically, sustainably, and thoughtfully.
We look to hire architectural and contracting teams that not only know the ins and outs of modern renovation and interior and architectural design, but have a knowledge, drive, and even devotion for environmentally conscious practices. We’re going into this project with the expectation that perfection in these renovations is not possible. Our goal then is to learn what is possible, grow in understanding, and to do our best to acquire knowledge of our own as we share our office redesign learnings with others who may not know where to start.
On the topic of perfection, we know too that we cannot possibly create a perfect environment for every Strata employee, as all of us are unique individuals with different wants and personal visions for working, but we will strive to offer a flexible work environment, with comfortable, collaborative spaces that cultivate productivity, proficiency, and most importantly – a trust of and loyalty to the organization and our team. While energy efficiency and sustainability are highly important to us, so are company culture and employee wellbeing.
Of course, when it comes to environmental impact, even specified down to workplace environments, there is a ton of information out there, most of which can be difficult to sift through and verify. Even more, we’ve already come across research that seems to fly under the radar – that construction and expansion itself can sometimes be much more detrimental to the environment than inhabiting the space thereafter. So, we’ve put together a small team to research different aspects of the renovation, from floor to ceiling and demolition to reclamation, to achieve our goal of determining just what one small company can do.
Our plan is to have our Conshohocken offices fully renovated by November 2021, and our Plymouth Meeting offices by January, 2022. These timelines may change, and that’s okay, as well thought out changes can take time. We wish to unify these two spaces, and ultimately, unify our team for years to come.
This is the start of our journey. Come back soon to read about our next steps.