Customer relationship management (CRM) is the core of every business because it makes buyers feel appreciated and acknowledged. This is a critical feature if you know that customer experience will overtake price and product as the key brand differentiator by 2020.
The benefits of deploying CRM vary from improved client relationships and team collaboration to decreased user attrition and higher revenue. According to the report, almost 35% of sales professionals claim CRM tools have a significant impact on their company’s bottom line.
However, it seems like too many entrepreneurs and sales managers forget another major benefit of using a CRM tool – it can make their marketing campaigns much more productive. If you are wondering how to do it, keep reading our post to learn six powerful CRM techniques that can help you to improve the marketing strategy.
CRM Enables the Highest Level of Personalization in Marketing
The first benefit of CRM in marketing is obvious; the system enables the highest level of personalization you can imagine. How come?
Well, it all comes down to one thing – CRM is a powerful data accumulator that provides marketers with massive libraries of customer-related information. In such circumstances, designing better marketing campaigns becomes a much simpler process.
Instead of addressing entire groups of potential clients, you can use CRM to craft personalized offers and approach each consumer separately. It’s a huge privilege given the fact that 79% of consumers say they are only likely to engage with an offer if it has been personalized to reflect previous interactions the consumer has had with the brand.
This is exactly how you need to utilize a CRM platform. Use it to review the entire history of communication with a given prospect and analyze his/her previous experiences, website behavior, purchases, and so on.
Jake Gardner, an essay writer who specializes in digital marketing, says the possibilities are almost endless: “For example, you can see who opens your emails and how they interact with the copy. Are they reading the content in its entirety? Are they following your CTA suggestions? You can find out almost everything with CRM.”
The bottom line is that a CRM tool will give you more than enough information to customize new messages and come up with a perfect offer for each prospect.
CRM Makes It Easier to Create Quality Content
One of the major issues in the work of digital marketers is to keep coming up with interesting and unique content creation ideas for their websites, social media, paid ads, and email newsletters. If you think about it for a moment, you will realize the magnitude of the problem.
According to the report, users publish over 70 million blog posts daily on WordPress alone. It seems like everyone is writing about everything, so even the best writing service can face the creative drought from time to time.
But there is a way out of the problem.
Namely, marketers can use a CRM platform to understand the preferences of their followers and learn what they need to write about. First of all, it is easy to monitor users’ comments and see their questions, inquiries, and other types of online feedback.
Secondly, a CRM tool will tell you everything there is to know about the average customer. You can figure out a whole bunch of relevant information such as:
- Demographic traits like age, location, gender
- Relationship or marital status
- Average income and education
- Personal interests and beliefs
- Hobbies and everyday activities
Bearing all this in mind, you can quickly identify interesting topics and determine the best content formats. The result is that you always publish highly relevant content that perfectly suits the needs and interests of your target audience.
CRM Boosts Social Media Marketing
CRM and social media marketing have gradually become two sides of the same coin. If you are wondering how it is possible, we have a straightforward answer for you – the vast majority of users now expect businesses to interact with them via Facebook, Instagram, and similar networks.
And it’s not even enough to simply answer users’ questions on social platforms. On the contrary, you are expected to do it quickly. A study reveals that 60% of customers who complain through social media channels want you to respond within an hour.
It’s a huge privilege for modern businesses, but it’s also a big responsibility because you cannot afford to be passive online. Consumers expect you to be available around the clock, which is practically impossible with human agents only.
Luckily enough, CRM tools have a broad scope of social abilities that allow businesses to interact with consumers on Instagram and other platforms effortlessly.
The advantages of using social CRM are:
- A more natural way of communication through well-known channels
- Marketing and customer service become more conversational and lead to higher engagement
- There is little to no waiting time
- Sales, marketing, and CRM departments can operate uniformly to maximize business results
CRM Platforms Grow Retention Rates
Another practical advantage of using a CRM tool comes in the form of customer retention. It’s a natural consequence of data analytics and content personalization as clients don’t want to change a winning team anymore. They are satisfied with your offers and are less likely to switch to a different brand.
The secret of CRM lies in relationship building. Instead of treating people as groups of anonymous consumers, you can now address each customer as a real person with all of his/her traits, interests, and needs. That way, you can gradually establish much more than a business relationship.
For example, academic writing services UK take advantage of CRM platforms to strengthen relationships with their clients and learn their specific needs. It’s a very important business milestone because content creation agencies are able to analyze each client separately and respond to their requests with tailored offers very quickly.
You can do the same thing – explore previous interactions, identify common complaints, personalize communication, and turn business relationships into genuine partnerships.
But there is one more feature that you should take into account here. CRM platforms allow you to find unresponsive leads and reengage with passive prospects. It can be a huge source of additional income for your business – if you could convert only 10% of passive leads and turn them into regular purchasers, it would help your company to grow steadily long-term.
CRM Saves Costs and Reduces Marketing Budgets
This tip goes hand in hand with the previous one because recurring customers are much more profitable than new ones. Tons of reports prove the power of customer retention, but we selected a couple of stats only:
- The probability of selling to an existing customer is 60% to 70%, while the probability of selling to a new prospect is only between 5% and 20%.
- About 80% of your future profits will come from just 20% of your existing customers.
What does it all mean for your marketing efforts? Well, it means you can save costs and reduce the marketing budget to the bare minimum. There is no need to invest lots of money on acquiring new customers because you can spend most of the time and resources on customer retention activities.
You can successfully prioritize leads and decide how to approach potential clients. And don’t think that CRM is only about sending the right message. On the contrary, it is also about sending your message at the right moment and maximizing the effect of your marketing content.
At the same time, CRM will help marketing departments to become more productive. Instead of wasting time on boring and repetitive manual tasks, marketing agents can focus on creative elements of the business and design better campaigns. In other words, CRM will simplify operational processes, minimize budget-waste, and generate a lot more profit.
CRM Enables Predictive Analytics
With everything we’ve mentioned so far, it shouldn’t be too difficult to conclude that CRM platforms give marketers the possibility to predict future trends in their respective businesses. And if you have such enormous datasets to work with, why wouldn’t you take advantage of it?
The point is to behave proactively and figure out new demands before your customers even ask you to deliver fresh products or services. With email, social media, and website monitoring, you can design a brand new portfolio of products on time and outperform niche rivals. At the same time, you can identify users’ complaints, fix errors, and craft new services that focus on solving customers’ everyday problems.
The bottom line is that you can analyze customers’ online behavior and understand the way they think, feel, and purchase products. It will help you to improve marketing campaigns and increase the effectiveness of promotional activating in the long-term perspective.
CRM tools have become a genuine business necessity because they enable sales professionals to improve efficiency and grew sales in the long run. However, the system also contributes to marketing departments thanks to its practical features.
In this article, we showed you six powerful CRM techniques that could help you to improve the marketing strategy. Which tip do you believe to be the most important?