CRM (Customer Relationship Management) is an essential tool for any business that wants to stay competitive. It helps companies manage customer relationships by collecting information on each customer, analysing data, and using this information to improve sales and service.
It's simple to imagine the visitor's journey as a north-to-south road trip, with a single highway leading from awareness through contemplation to purchase.
People, in reality, take numerous turns.
According to Hubspot, to obtain a clear picture of the customer journey, you must link your marketing activities to the tool at the heart of your business's effective CRM. Unfortunately, although you may be familiar with a CRM, you are most likely not taking full advantage of it.
This article will cover its role in marketing and how it supports incredible consumer experiences.
- What Is CRM?
- How Does CRM In Marketing Work?
- Automating CRM Marketing
- Is Your CRM Doing Its Job?
What Is Customer Relationship Management Marketing?
CRM Marketing is the practice of using CRM software to help businesses market themselves effectively. It's also called "marketing automation" because it automates some of the tasks involved in marketing.
Consider your CRM as a single source of truth that keeps track of every interaction with a customer and shows you where they are in their journey. The advantages are as follows:
A Central Data Hub.
No matter how large, small, or medium a business is, it needs a central place to store data. This lets you find patterns and figure out what's working and what's not.
More Audience Segmentation.
Segmentation is important because you wouldn't send everyone the same message. For example, Customer relationship management can divide your audience into groups based on where they live or when they are most likely to come online so that you can talk to them in a more targeted way.
- Campaigns That Work Better.
A CRM tool can be linked to your marketing channels, so you can see how your channels are doing and how your audience interacts with you.
By putting it at the centre of your marketing strategy, you can personalise your messages, make more targeted and meaningful content, and speed up the sales process, which will help your whole company grow.
Let's talk about this some more down below.
How Does CRM In Marketing Work?
Marketing is about more than just one interaction with a customer. It's about building a whole experience for the customer. You're leaving money on the table if you're not using Customer Relationship Management software to manage your sales pipeline.
A CRM like BreeCMS helps you track leads, qualify them, and convert them into paying customers. It also enables you to automate repetitive tasks to focus on higher-value activities easily. Here's how CRM can help your marketing in different ways:
1. Email marketing with CRM
With email and your Customer Relation Management, you can divide your contacts into lists based on any CRM data point, like location, page interactions, and more. And that's not the end of it.
Your emails can be even more personalised if you send different CTAs to customers based on the information in your CRM. You can build trust with customers and prospects and give them something of value if you send them relevantly personal emails.
You and your team can also save time with a CRM. By connecting your email to your CRM, you can avoid exporting and importing lists of contacts into your email service provider (ESP). This ensures that all your contact information is up-to-date and helps your team follow CAN-SPAM laws.
2. CRM for Marketing on Social Media
You probably already know this, but it's still worth saying again: social media is a two-way street. Of course, it's essential to make great content for social media, like funny tweets, cool Instagram photos, and exciting videos, but that's not enough.
When you connect your CRM to social media, you can see how customers use your platforms and what they're talking about, making you better prepared to speak to them.
A social CRM can also show you the topics, hashtags, and people influencing your audience segments. Then, use this information to make timely and relevant content.
3. CRM for Online Advertising
When you use third-party data, you can reach a wide range of people. However, when using first-party data from your CRM, you can target a specific group of people. It lets you make relevant ads to any audience, no matter where they are in the buying process.
For example, you can make a custom audience of all the contacts in your CRM who have looked at a particular product. Then, based on this audience, you can create a specific ad about that product that gives them information to help them move forward in their buyer's journey.
This has a significant effect on the people who buy from you. Consider how many ads they see every day. How many of these do you think are essential? Then, customers who see one of your ads won't be surprised or annoyed because it's not for them.
Automating CRM Marketing
Customer relationship management software is intended to assist people who work in sales and customer service, but you can also use it to do some marketing tasks.
For example, in a CRM like BreeCMS, you can set up email sequences to keep in touch with leads without making the same content repeatedly. It can also help you to cover more by doing tedious tasks, like entering data by hand or keeping track of customer interactions on social media.
But even though customer relationship management software can do some marketing automation tasks, it might not be the best solution for all of your marketing if you only use it for that.
Is Your CRM Doing Its Job?
To make sure your CRM is doing its job, you need to measure the results. If you are not measuring the success of your marketing efforts, then you won't know whether your CRM is helping you achieve your goals. So, before you go further, take some time to think about what metrics you should be tracking.
Once you have decided on the kind of metrics you want to track, you can start gathering data. There are two main ways to do this: manually and automatically. Manual methods involve logging into your CRM system and entering each metric as it occurs. Automated methods rely on software that monitors your website and other online properties for changes in behaviour.
One Last Thing!
When marketers use the information they have about their customers for good, they can create great experiences for their customers. Likewise, you can improve the customer journey by putting your efforts together with a powerful CRM like BreeCMS.
Do you know some fantastic CRM software? Let me know them in the comments, and I will discuss them in my next article!