Are you getting fewer leads than you expected despite focusing even more on your marketing strategy? One software tool could turn everything around for your business.
Different industries may require unique marketing strategies and tools. However, every sector has the need for a successful customer relationship management (CRM) platform. It’s the foundation of an effective digital marketing campaign.
A CRM platform is indispensable for recording customer and client data, sales numbers, promotion figures. It’s also a reliable tool for sales teams that need accurate and consistent updates, easy ways to communicate with clients, and much more.
In many ways, a competent CRM can track customer satisfaction while gathering crucial data points. And having access to this information will allow you to create highly successful and targeted digital marketing campaigns.
But why is customer satisfaction important?
Happy customers are more likely to give you repeat or even lifelong business. On the other hand, an unhappy customer or client may share their experience with many others.
Needless to say, customer satisfaction is a critical factor in maintaining a solid reputation and getting word of mouth to work in your favour. And CRM can help you in this regard. In particular, strategies that implement CRM lead to personalised, effective, next-level marketing campaigns.
This article will explore the eight main benefits of a good CRM for your marketing.
How a Capable CRM Platform Helps Your Campaigns
Benefit #1 – Content Personalisation
The reality is that most marketing campaigns have a mass marketing vibe. There’s an air of anonymity or lack of intimacy regarding the messaging.
CRM does an excellent job of gathering and tracking data on your buyers. Therefore, it can give you information like names, buying habits, average spending, interests, and other metrics – information you need to make your messaging much more personalised.
This means that when you decide to target a specific audience with a new product or service, you can address potential buyers directly. You can single out prospects or clients and address them by name. Also, you can tailor your content based on what each individual wants to hear.
In a way, your CRM enables you to build detailed customer profiles and access the information you need whenever and conveniently. It then becomes easy to send out ideas and craft communications that speak directly to a single person.
Why is any of this important?
The fact is that personalised content gets more responses. It improves your brand perception and ultimately helps boost your revenue. Furthermore, it allows sales experts to do what they’re supposed to – show increased focus towards the customer instead of the product.
Benefit #2 – Multi-Channel Campaigns
Those who still have marketing campaigns on a single channel are perhaps only those with little to no marketing experience. After all, multi-channel campaigns are now the bread and butter of digital marketing.
Your customers could be anywhere online and it’s your job to find them if you want more leads. You have to know where they are to follow up, maintain relationships, and achieve a high retention rate.
Doing any of this without the help of a good CRM platform is close to impossible. The amount of time and money you would have to spend might not justify the returns.
Think about all the places where you might connect with your audience:
- Your website
- Facebook groups
The list goes on.
Thus, with the help of a capable CRM, you can set up various marketing campaigns to run simultaneously across several channels. It’s the only way to go if you want to increase your visibility and your reach.
It gives you a chance to generate as many leads as possible by not missing out on opportunities. No matter what you’re offering, remember that you can’t force customers to come to you. You have to seek them out and engage them on their preferred channels.
Also, due to the personalisation aspect of CRM-driven campaigns, a bigger reach doesn’t equal casting a wider net.
You can still have very targeted digital marketing campaigns and custom messaging. It’s just a matter of getting your message in front of as many ideal customers as possible. Streamlining this process comes easy due to CRM platforms and automation going hand in hand.
Benefit #3 – Audience Segmentation
Marketers rely heavily on their ability to predict trends. Hence, they have to stay ahead of the game and find commonalities before putting an offer on the market.
Finding trends begins with segmentation, such as by the following categories:
- Social media activity
- Email open rates
- Past purchases
There’s a lot that goes into creating a comprehensive customer profile. However, the more detailed it gets, the more opportunities marketers find to personalise the message.
Here’s where a capable CRM platform comes in. It enables marketers to segment audiences and create groups based on common interests, demographics, buying trends, specific needs, and other criteria.
Using the data points and metrics provided by the CRM platform, marketers can get to know their target audience better. It helps them improve their marketing efforts through the creation of definable market segments.
It’s also possible to use audience segmentation to track and compare different campaigns. Moreover, it can be used to cross-sell products and services to multiple audiences.
Benefit #4 – Higher-Quality Interactions
As previously mentioned, a CRM assists marketers in their communication with clients and prospects. This can involve chat, email, texting, phone calls, and other methods depending on the platform.
But there is one method of communication that stands out, especially in the age of digital marketing – social media.
Combining CRM and social media is great for business. After all, most customers already spend time on popular platforms like Facebook, Twitter, Instagram, and more. Communication via these channels tends to be meaningful and more efficient.
Furthermore, a social CRM is excellent for enhancing the customer support experience, which can then improve relationships with buyers and loyal followers. And as clients get more satisfied, interactions with them can yield excellent results.
Clients will start offering detailed feedback. Then, they’ll start recommending your products or services to others. These are things that can help you generate additional leads and increase your conversion rates and revenue.
Benefit #5 – Trend Prediction
Trend prediction can be a powerful asset to any marketer. Yet, predicting the future can be challenging and requires lots of data.
Fortunately, CRM is all about data and metrics. And without a CRM, trend prediction may be nothing more than a guess.
With that in mind, creating a marketing campaign with the help of CRM data makes more sense. Performing a predictive analysis with actual data of your leads and existing customers can reveal the following:
- What you’re great at
- What areas you’ll have to improve
Trend prediction is about positioning your business for future success. However, doing that requires an understanding of past and present trends and habits. Furthermore, it demands that you fix everything that’s broken.
Your CRM helps you or your marketing team to spot inconsistencies or inadequacies in your company’s staff, systems, and operational procedures. You can then act accordingly instead of waiting for something to go wrong.
With that said, you can think of trend prediction as a way to prevent minor issues from developing into disasters.
The more accurate and detailed your forecast, the more aspects of your business you can improve. Everything from content creation and customer interaction to marketing will stand to make gains as a result.
Lastly, foreseeing trends helps allocate and manage budgets in creating a cost-effective campaign.
Benefit #6 – Higher Customer Retention
A marketer who does a great job is one who’s successful at attracting new leads and retaining existing customers over the long term. High customer retention, in particular, is one of the biggest revenue drivers for any business.
So, what can a good CRM do to help customer retention?
Once again, it comes down to its ability to collect vast amounts of customer data, with easy access and detailed profiles that can help you understand what customers want from you.
On top of that, the multiple methods of communication enable you to re-engage unresponsive customers whenever you want. Creating re-engagement marketing campaigns isn’t easy if you don’t have access to a competent CRM.
When you add marketing automation into the mix, things get even better. Re-engaging and following up with customers are no longer chores. Also, they do not demand the same time or financial investment on your part. This means that you can get even higher returns from buyers.
Ultimately, the ability to personalise your communications in CRM-driven marketing campaigns will boost retention rates. Why? Personal and targeted messaging is adept at convincing people to stick with a particular brand or business.
Benefit #7 – Optimised Automated Email Marketing
Email marketing continues to be effective at reaching out to customers on a personal level and nurturing relationships. And it goes without saying that CRM and email marketing are peas in a pod.
Everything that a CRM platform can do ultimately sets you up for devising more successful email marketing campaigns. The data collected in a reliable CRM tool can even show you when recipients open your emails.
You’ll be able to create email templates and automate your lead nurturing while maintaining that personal touch in every conversation.
Benefit #8 – Flexibility for Your Team
Adding a marketing department requires more costs and office space. But on the flip side, you might think that outsourcing marketing can make things difficult.
In this respect, a CRM isn’t just a tool that makes customer communication easier. It can also serve you in other ways, such as internal file sharing and communication between team members.
Besides, with a cloud-based CRM solution, you’re no longer forced to hire locally. If necessary, you can monitor campaigns and make tweaks even when you’re travelling or away from the office.
Your people in marketing and data analysis are certain to appreciate the newfound flexibility and freedom.
CRM is the Solution to Most Modern Day Marketing Problems
Although it’s not quite the newest trend, CRM is still not seeing as much use as it should as a marketing tool. However, its use is on the rise as more businesses and experienced marketers are taking notice.
Your CRM offers invaluable insights into customers, products, market trends, and other areas. If generating leads and retaining clients are your top two priorities, nothing can provide more assistance than a reliable CRM platform.
Soon enough, CRM-driven marketing will become the norm. And those who didn’t get in on the action at the right time might just see their competitors rush past them.
Remember, data-driven decision-making is key to building a sustainable and successful business. This readily applies to marketing since the more accurate data you have, the better you can design your campaigns.
If you’re ready to use your CRM platform to the fullest, Automation Agency’s Concierge Service is here for you. We can perform various automation tasks to improve the response to your social media campaigns, email marketing, newsletters, lead magnets, and other core elements of your digital marketing strategy.