Entrepreneurs believe that they need to constantly look for new clients. This takes a huge amount of time, effort and money. But sometimes it is easier and more effective to work with regular customers – they are more likely to return for a purchase than new customers.
One of the best solutions for working with regular customers is CRM marketing. Today, the editorial staff of “This is not accurate” tells what CRM marketing is, how to use this tool and implement it in the work of your company.
What is CRM Marketing
CRM marketing is based on the use of special database customer data and their preferences, interests and purchase history. This information helps to create personalized recommendations, offers and thus receive more requests.
For example, CRM will tell you that Marina found our online store seven months ago through advertising in Yandex, and since then she has already made five orders. You can also see what questions the person asked, what and when they bought, and much more.
The main goal of CRM marketing is to create a highly personalized offer that takes into account the client’s previous activity and interests. It is better to collect information from different sources to have the most detailed picture. Thanks to this, you can adjust your marketing strategy, plan further steps and increase conversion.
Advantages and Disadvantages of CRM Marketing
The tool allows companies to interact with each client and control this process. Also, with the help of CRM marketing, you can divide the audience into segments, increase brand loyalty and help users with purchases.
CRM has many benefits, but there are also disadvantages that need to be considered.
For example, the result of the work will not be immediately noticeable. Moreover, the increase in profit does not directly depend on CRM. CRM will improve the company’s work, but it is necessary to implement a high-quality system and train marketers. Without this, CRM will be an ordinary customer database.
Finally, CRM is not cheap. It is not just about buying the system. You need to support and maintain the system, expand its functions, add new modules. All this is money.
Developing a CRM Marketing Strategy
To use all the possibilities of CRM marketing, you need a CRM system – software for automating work with users. Simply implementing a CRM system is not enough: you need to develop a CRM marketing strategy, that is, a scheme for working with regular customers and attracting new ones. The strategy will contain information about communication channels, messages sent and the results that need to be achieved.
The strategy defines the rules of defining buyer personas is key to lead generation communication for all channels. Thanks to this, it becomes clear how best to interact with a specific user: which channel to choose, when to send a message, what might interest a person.
Let’s take a step-by-step look at how to implement a CRM strategy into a company’s work.
Stage 1. Data collection, cleaning and analysis
Customer information is the basis of marketing in CRM. It is with its collection and analysis that the development of a strategy begins. CRM stores all information about customers: viewed products, additions to the basket, time of visiting the site and the device from which the user viewed it. CRM also records communication with the manager and interactions through various communication channels.
Important! The more relevant information you can collect, the more effective your work with your audience will be.
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Stage 2. Audience segmentation
So, all the information about customers has been collected, and there is no irrelevant data. Now you need to segment the audience – divide it into several groups by a specific feature. This could be age, city of residence, device from which a person makes an order, etc. How to correctly divide the audience into segments:
Divide the audience into groups based on characteristics that are important to the company.
Identify typical behavior patterns for each segment.
Set a CRM marketing goal for each group.
Identify the most significant segments: these are where the main efforts will be directed.
Set rewards for the target action – a bonus for a purchase, the opportunity to participate in a drawing for registration, etc.
CJM — the history of customer interactions with the company — will help make segmentation more accurate. After segmentation, you need to analyze the communication channels. To do this, it is important to find out how customers contact the company and which channels are used most often: social networks, instant messengers, phone calls, etc. This step will help you understand which channels are worth allocating more money to, and which ones are better to cut costs on.
Stage 3. Content preparation
For each group, you need to determine the number and frequency of messages, as well as their content.
Let’s look at this point in more detail using an example. Let’s say a company sells outerwear made of artificial materials that are the same quality and appearance as natural ones. The analysis revealed that one of the main groups of buyers is women aged 30-45, and they make purchases mainly from mid-August to mid-September, and their main communication channel is phone calls. In this case, you can make an SMS mailing: send one message in mid-August, the second in early September. As an incentive, you can offer a discount that is valid until the end of September.
Stage 4. Launching the communications system, testing hypotheses
If everything has been done correctly up to this step, it is time to launch the campaign. This can be done through CRM or by synchronizing the system with messengers, SMS or email platforms.
It’s important to make sure your ad messages are doing what they’re supposed to do. Are your calls to action working? How effective is your headline? When is the best time to send your messages? All of these questions need to be turned into hypotheses and tested.
A hypothesis is an assumption that can influence the result. There is a formula for a hypothesis: “If you do A, you will get B, because C.”
It is necessary to create several message variants based on the hypotheses put forward. For example, two types of subject lines for email newsletters: some with emojis in the title, others without them. The base is divided into two halves and letters with different titles are sent to them. After that, it is compared whether the hypothesis was justified: the open rate of letters with emojis increased or not.
You can test any elements: banners, illustrations, headings, email subjects, content, message sending time, etc. But it is important to test only one element at a time. For example, just the banner, and not the heading, content, design, and email structure at once.
Stage 5. Analytics
Once feedback from customers is received, it is necessary to draw interim conclusions. For example, how CRM marketing affected sales. If the results are unsatisfactory, the strategy needs to be adjusted.
The indicators for evaluation directly depend on the goals set. For example, there is no point in checking how much sales have increased if the goal of the CRM strategy was to collect a contact base.
