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Are You Ready to Use CRM in Your Marketing?
Marketing is key to the success of your company, because without new customers your business will eventually grow stagnant. The exception is if you are constantly offering new products that your existing customers will be interested in. With either scenario, your marketing is important for your success.

You can do everything you need to do manually. People have been marketing manually for decades, but the question is why would you want to when you have a powerful tool like the CRM system. You can be far more effective and it will allow you to grow your business much easier. For many years CRM systems cost so much that small business wasn’t interested, but in recent years that’s changed significantly, so do yourself a favor and explore whether a CRM system would be beneficial to you.

Let us first look at when you do not need CRM:
CRM means you have to spend money, but the real cost is more than just the fee you pay each month. CRM must be correctly implemented once you have chosen the right solution for your business. It will need to be integrated with your other software. You will also have to hire a specialized staff or contract person to take care of the integration and train people.

You also need your sales and marketing team to be excited and buy into using CRM to make it worthwhile. If your sales team is entering the information consistently and right after any sale, you will have a very strong base for leads and generating marketing campaigns, but if they aren’t interested and are not doing it correctly you will have wasted your money.
If your lead flow is low and you have a slow growth trajectory, you might want to use a spreadsheet for now. It isn’t fancy but it will do the job until you increase your leads and customer conversions.

Now let’s look at when you need to have a CRM system working for you:
If you are growing out of the small business, phase or you are already out of the ‘mom and pop’ stage that we talked about earlier, then you need CRM. The earlier you implement it the better. Many successful small companies have significant growth early on with leads growing by leaps and bounds. Then you NEED a CRM system now. Manually trying to track your customers and potential customers will quickly become a nightmare.

Think about it. Tracking 20 or 30 customers or leads in a database is easy. Tracking a 100 becomes very time consuming and over a 100 not only is it slow and a waste of your valuable time (time is money) you will have a cumbersome system that is not very effective. It’s time to get your CRM setup and running, otherwise, you’ll have a large part of your labor force focusing on maintaining a spreadsheet rather than doing their marketing or selling jobs.
Get your CRM system up and running today and begin to enjoy the many benefits including the ability to create effective marketing campaigns.

Why Do Marketers Use CRM Systems for Their Metrics?
Recent surveys have indicated that today’s marketers are turning to CRM systems more than any of the other tools available to them to see their marketing metrics. Realistically, this is a good choice, since the CRM system when used properly can be a key player their marketing campaigns. There are three great reasons why you should be using your CRM system to measure your marketing results. You can also compare the traditional CRM software vs marketing.
Let’s have a look at them.

1. Improves Working with Sales Dept.
When marketing and sales meet to explore the impact of marketing that measures success it will directly impact your revenue. Usually the information you as a marketer need to see is much different from the information the sales department needs to see. Sales people spend most of their time in the CRM software tracking opportunities, measuring their sales and doing forecasts. Marketing results can have this same information made available to them. So rather than your marketing team trying to determine why data is mismatched, both your sales and marketing personal can focus on driving revenue more effectively.

2. Executives Can Compare Results
For the executives the CRM software make many parts of their job much easier. CRM software doesn’t just track revenue; it tracks the source of that revenue, which is broken into channels, marketing campaigns or sales. This means marketing can easily see how they compare with other company investments. It’s common for marketing campaigns to be strong at bringing in a high volume of potential customers, but often the sell through in the sales department is slower and takes time for those prospects to actually mature and make a purchase. Executives can see these numbers and they can direct according to the company’s goals

3. Marketers Can See Sales Relation to Marketing Campaign
The CRM system stores pipeline date, which is core information. Sales staff will often create new opportunities within the CRM system that may have initially came through a marketing campaign thereby starting the beginning of the sales cycle. When the data is tied together marketing team through contact information and campaign responses then the marketing team is able to the influence of a campaign to a sales opportunity with accuracy. This is important to knowing whether a campaign is effective and providing a good ROI.
Taking full advantage of your CRM software for marketing is a great way to increase your customers, your ROI and ultimately your revenue.

CRM Experts Share 6 Top Marketing Tips
CRM experts know that your CRM system can play a key role in your marketing campaign. Let’s see what the top 6 marketing tips are.

1. Use the Subscription Management Page to Gather Marketing Data
Don’t just use the subscription management page to allow recipients to opt out or change their email preferences. Make the most of it. Use it gather additional marketing data. For example, you can use a web form to gather support requests or you can use a survey to obtain your customer’s feedback. Make the most out this opportunity to engage with the customer.

2. Do Not Just Use Email Communication for Your Nurture Program
Your nurture campaign should involve both email and a personal phone call from the sales staff. You can trigger a CRM workflow from within the nurture. This will create a reminder for the sales staff to follow up with this customer on the nurtured lead.

3. Use Dynamic Content to Simplify Email Marketing Campaigns
There is no need to create tons of various email templates to send the same message to different audiences that you are targeting. Just create a single template and then take advantage of dynamic content creating a customized experience for the email recipients.

4. Manage Your Live Events by Combining CRM Systems With Marketing Tools
Take advantage of web forms to gather registrations, send out save the date emails and other reminders. You can also connect your CRM system with Eventbrite to collect the most data about the live event you are having.

5. Grow the Power of Your Automated Marketing Tools with CRM Workflows
You can evaluate the answers to your survey and then send any negative responses the department or personal in your company by using the customer workflow in CRM.

6. Use Social Media to Collect Data, Use it And Analyze It
Social media is used to communicate with customers, but why not use your CRM system to collect social networking data and then align it with your other marketing and sales information in a way that will help you to understand your customer much better. Social data offers deep insights that can aid you in your marketing campaigns, as well as, selling to your customers and serving them better.
These are 6 simple things that CRM experts recommend that allow you to get the most out of your marketing through taking advantage of your CRM system to its full capacity.

How to Automate Your CRM Marketing
CRM marketing is a powerful tool that savvy marketers take advantage of. One real advantage is your ability to automate the process. Using the right tools, you can save yourself and staff a great deal of time. Rather than spending your time running campaigns that can be automated you can spend it following your marketing activities and learning what’s working and what’s not.
Your CRM system offers you the opportunity to instantly access customers and their personal information. With the aid of an eMarketing tool, you can take that information and use it to create marketing campaigns that are scheduled to be sent out at specific times.
Let’s have a look at what the workflow would look like.

Step #1 Plan
The first thing you need to do is have a plan. You will determine who your target group is and what content you are going to send them. You will decide on a theme for your campaign or newsletter. For example, you might be sending out a monthly newsletter that’s full of helpful tips or you might be putting together a campaign for a promotional item or big sale. Your themes will change depending on what it is you are trying to accomplish.

Step #2 Production
Here is where you will design the actual mailing using your eMarketing tool. You will add your text and whatever images you want in the mailing. You can create landing pages that when your viewer clicks the link will take them instantly to that landing page. You can include as many links as you want. Even in your newsletter these should be thought of as sales opportunity

Step #3 Follow Up
Ironically, this is where many marketers fall down. They send out their campaigns and that’s the end of it. You will want to look at your mailing report so that you can see what’s working and what’s not. In your mailing report you will be able to see what links your readers are clicking and you will even be able tell what content they prefer. You will get an excellent look at what it is your readers are interested in.

When you use an eMarketing tool that’s fully integrated with your CRM you can automate many of the functionality, such as add anyone who clicks on specific link in your mailout and tag them for later action, or you can add people by specific interests. Just as easily, you can remove people.
For a long time CRM has been associated with sales but CRM actually stands for Customer Relationship Management and your marketing is a key part of that. Today is the day to start taking advantage of this powerful tool in your marketing.

CRM Marketing Needs To Align With Multiple Technologies
If you are going to create customer relationship management that is highly effective at the enterprise level you are going to need to create a database strategy that incorporates many different technologies along with integrating different business functionality such as sales, customer service and marketing.
If you really want to get the most out of your CRM technology, marketing needs to have a solid relationship with the IT Dept. This is not the same type of alignment that marketing would have with sales. The IT Dept deals with installing, maintaining, and supporting technology within the organization and they make the decisions about technology. When marketing correctly aligns with the IT Dept, they will be able to get access to the marketing systems they need to achieve their goal and get the marketing outcomes they desire.

It takes time to build this relationship with the IT Dept, so start earlier rather than later. It will be especially beneficial to you. It’s also important not to get IT involved too late in your CRM strategies. The earlier you integrate them, the better they will understand your needs and the more help they can be to you.

If you are using cloud based software you will need to have your IT Dept involved because there are many concern for your other data systems. Everything needs to be compatible, privacy needs to be ensured, and it must be secure. You need to your IT Dept’s help here!
Another excellent alignment is with sales. Sales already has the data relating to current customers and in that, data will be trends that can help you with your current marketing campaigns. However, in today’s world it’s also important to reach out beyond the sales department.

For example, savvy CRM marketers are turning to social networking and integrating that into the CRM database. Again, here’s a need for your IT Dept. Social media offers you an incredible amount of data on potential customers, such as what they like, what they watch, what they follow, personal information, and the list goes on. This information, when integrated with existing database information can be used to create powerful CRM marketing campaigns that are second to none.
To date, there has never been the ability to easily collect so much information on customers and potential customers. The use of social media is affordable and readily available. Many refer to it as the biggest marketing tool to ever be available.

The key is to make sure you are taking advantage of multiple technologies and venues to gather the information you need to build a strong and effective marketing campaign.

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