Now that you understand the benefits and integral CRM campaign features, it’s time to learn how to create an effective campaign.
I’ve used this five-step process numerous times, so I know it will work for you and your team!
Step 1: Define the Campaign Objective
The first step to using CRM for marketing campaigns is defining your objectives.
Defining objectives is crucial because it ensures you and your team stay on track when making future decisions.
Common CRM Campaign Objectives
Below I’ve listed the most popular CRM campaign goals so you get an idea of where to start!
- Increase Email Subscribers
Many companies strive to increase the number of people subscribing to their email lists.
These subscribers allow you to form targeted campaigns and gather valuable customer data for your marketing platforms.
- Increase Social Media Engagement
Social media is becoming increasingly popular, and businesses connecting with their audience on these platforms develop deeper customer bonds.
Additionally, social media engagement shows you which marketing materials work best, ensuring you optimize campaigns accordingly.
- Decrease Customer Acquisition Cost
CRM campaigns allow you to identify customer trends and target customers more effectively.
Decreasing the money spent acquiring new customers can maximize your ROI and grow your business.
- Increase Quarterly Sales
The most popular goal for any sales or marketing campaign is boosting sales.
CRMs provide data on existing customers to close more deals. Also, the software has information to acquire new customers successfully.
Step 2: Establish Campaign Goals
The next step is defining your campaign goals.
What do you hope to accomplish after the campaign has run its course?
Establishing goals ensures your team stays motivated and understands what they’re working toward.
Remember, these goals may change in the long run, so revisiting them regularly is essential.
Step 3: Create Marketing/Sales Materials
Once you know the objectives and goals of your campaign, it’s time to create the content.
Your team should use their creativity and customer data to develop materials that strike a chord with customers.
The type of content you produce depends on the campaign objectives. Still, here are some examples:
- Email marketing content
- Social media content (Facebook, Twitter, Instagram, etc.)
- Radio ads
- TV ads
Learn from your previous social media marketing techniques and analyze ways to improve your content.
Step 4: Automate the Process With Your CRM
Remember the benefits of CRM campaign automation I mentioned earlier? Here’s where that comes into play.
Automate workflows and processes that allow your team to be more productive and accomplish more important tasks.
Things like automated email campaigns and social media posts free up time, allowing marketing teams to create more content and analyze customer information in-depth.
Step 5: Measure, Pivot, Repeat
The last step is to measure and track your campaign metrics.
Analyze customer responses, lead conversions, and other data points to understand if you’re meeting objectives.
If not, don’t be afraid to make changes or pivot the course of the campaign. After all, what’s the point in continuing to run unsuccessful marketing strategies?
CRM campaigns require regular updates and adjustments as your customer base changes, so assessing progress continually ensures you’re staying on top of your efforts.
One practice I found helpful was having bi-weekly meetings with my marketing team to discuss the data and areas of improvement.
Staying on top of data collection and marketing analytics ensures you stay within your marketing budget constraints.
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