Now that you know the benefits of combining CRM systems with advertising efforts, it’s time to learn how to do it yourself!
Below is a step-by-step guide to using CRM advertising to help your company.
Step 1: Choose a CRM
The first step is choosing a CRM. There are several choices, so knowing what type of CRM your company requires is important.
The three common CRMs include the following:
- Operational CRM systems
- Collaborative CRM systems
- Analytical CRM systems
Further, you and your team must consider the following factors before purchasing a CRM:
- Price
- Ease of use
- Features
- Whether it is general-use or industry-specific
- Third-party integrations
Take your time searching for a CRM; rushing the decision can be costly in the long run.
Step 2: Choose Your Marketing Channels
The second step is determining your business’s marketing channels to advertise and engage customers.
Knowing which marketing channels are most effective for your business is essential to reach the right target audience.
One mistake I’ve made is selecting marketing channels with little research. As a result, my company ran ads that reached people who didn’t need or want our services.
Below I’ve listed three popular marketing channels for small businesses!
Search Engine Marketing
Say you’re looking for a hiking backpack and are unsure where to find the perfect one. Chances are, you turn to Google and type in “Best hiking backpacks.”
Google lists several products and company websites; that’s search engine marketing. When customers type in specific keywords related to your business, you want your website to appear on search engines like Google or Bing first.
Pay-per-click advertisements allow companies to pay for ads only when a consumer clicks on a search engine ad.
You must do keyword research to make this type of marketing effective. Identify phrases that are relevant to your business and that customers search often.
Social Media Advertising
Social media ad spending has steadily increased over the past five years because more people use the platforms!
Some examples of social media outlets your business can advertise on include the following:
- Snapchat
Utilize your CRM database to discover which platforms your target audience uses most and why.
That way, you can pinpoint the correct marketing channels and create targeted marketing campaigns that resonate with your customers.
It’s okay to run multiple ads on different platforms if you’re unsure which is most popular among your target audience. Regularly review the results and adjust your campaigns each week.
Email Marketing
Email marketing is an excellent strategy to maximize your advertising ROI.
Not only does this type of marketing help you nurture your target audience, but it also ensures you create an omnichannel experience.
Whether they’re prospective or loyal customers, studies have proven people are more likely to buy things if they’re part of an omnichannel experience.
For example, when businesses advertise products on social media while creating email campaigns promoting the same product, they’re more likely to get a sale.
Email campaigns also provide customer insights, such as which marketing campaign is most effective and which customer segments gravitate toward certain messages.
Step 3: Segment Your Audience
The third step is segmenting your audience. Segmentation allows you to group consumers into different categories based on specific factors.
Why is grouping customers important?
Grouping your customers ensures you offer tailored advertising and digital marketing techniques for different groups.
For instance, you may group your audience based on customer engagement data (which customers interact on Instagram versus Twitter).
Then, your marketing team can create certain ads on different social media outlets to increase engagement and conversions with potential customers.
Segmentation depends on your business’s goals. So it’s essential to outline your objectives before moving forward.
Step 4: Track the Customer Journey
Targeting the correct audience relies on understanding the customer journey.
Fortunately, there are some simple steps you can take to understand this journey.
First, you and your marketing team must review customer behaviors.
Do you notice any trends? Do customers provide similar feedback about certain products?
Analyze and track as many behaviors as possible to start discovering trends and patterns with your audience.
Additionally, creating a visual representation of the customer journey is essential.
Mapping customer journeys makes it easy to see how customers get into and through the sales pipeline.
In the case of some CRMs, they will track customer touchpoints for you. This process is called attribution (attributing a lead to a lead source).
Step 5: Rinse, Measure, Repeat
The final step in creating a CRM advertising strategy is analyzing your data and adjusting as needed.
Although this sounds simple, I’ve seen several small business owners skip this step!
As a result, they continually run poor-performing ad campaigns simply because they never analyzed the data.
Schedule regular meetings with your marketing and sales team to review advertising and audience data.
From there, you must continually improve your techniques, providing a more personalized advertisement each time.
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