Today, there are just too many companies offering similar products and services. Consumers are simply overwhelmed with businesses competing for their attention and sending them messages with offers. This high level of competitiveness has created chaos in the minds of the customers and they are slowly becoming less responsive to conventional marketing tactics.
On top of that, everybody is offering something “special” and bombarding consumers with messages and marketing materials in bulk, making them distrustful to brands. This has made it difficult to market and win over customers, as everybody is doing the same things. All companies have social media, blogs, websites, and so on.
This boom of digital marketing efforts and adoption of modern technologies has given us many options, but it has created a “one-size-fits-all” environment where customers are simply not interested. If you don’t want to fit into this category, i.e. you want to approach customers in a meaningful way, you can utilize other technologies such as CRM software solutions.
CRM for marketing
If you followed what’s been going on in the business world in the last couple of years, chances are that you’ve heard about CRM (Customer Relationship Management) solutions. Even though the software carries this name, CRM tools aren’t limited to sales, as many people assume.
It can be used by sales teams within a business organization, but it can also offer many things for marketing departments as well. In fact, there are specialized CRM solutions that emphasize marketing functions and features. You will find a similar solution by visiting this website.
What’s even better about these tools is that both sales teams and marketing teams can use them at the same time and collaborate more effectively, while having insight into important information that concerns each department.
Using CRM software for marketing has become a must, as marketing is becoming more complex and you need more sophisticated tools that can help you get your message across.
Effective targeting through CRM
The most challenging part of a marketer’s job is to target consumers effectively. This issue arises from the fact that marketers, apart from all of their other tasks, need to go through a lot of customer data to get the job done. If they are to send adequate messages to potential customers and engage them to respond or buy something, these messages need to be very appealing.
Customer relationship management software makes this job a lot easier, as marketers can go through the list of contacts very easily, find customers with a potential to buy and target them effectively. Every CRM software allows you to store customer information, their preferences and behavior through which marketers can make the right moves to improve customer satisfaction and prospect awareness.
Businesses that are one step ahead and have the power to predict things come up on top. Marketers have to be able to spot certain trends before everyone else to make a good offer to consumers.
This is where effective customer segmentation comes into play. Today it is no longer enough to segment people by their age, gender or jobs – they need to have information about facts such as customer likes and dislikes, social media activity, emails responded, emails replied, recent activity, past purchases, and so on.
The more detailed the information about a certain customer is, the more trends marketers can notice and come up with better strategies to win them over. On top of that, they will be able to approach customers on a more personal level and really send them specific, meaningful messages.
Automating marketing tasks
Using a CRM for marketing is still a fairly unexplored subject, not to mention that very few people know that there are various CRM solutions with built-in marketing automation. Marketing automation is a highly valuable thing, as it allows marketers to focus on more important tasks, get more time, and send out higher volumes of marketing material.
Apart from offering quality, you also need to have volume in order to succeed and this is why automation is so good. For example, if a certain lead has a low score or becomes a paid client, these changes within a CRM can be set to activate an automated action, such as a new campaign to re-engage customers or automated emails that can fill in the information customers are missing.
With a CRM solution that has a lot of valuable customer data, marketers can easily work on increasing conversion and the general return on investment for a certain campaign. It is simply impossible for a marketer to keep track of all leads becoming prospects and then customers.
With CRM marketing automation, they don’t have to, as automation will always remind them what the next step is and when the time has come to perform certain actions.
Personalizing means winning
After segmenting your database and choosing the right people to target, the next logical step is to create personalized marketing messages and send them to your consumers. First of all, a CRM system gives marketers the ability to address all customers by their exact names. This is the first step towards being noticed and looking like “one of those” businesses that approach customers like they are numbers.
You can also slip in that you know where they work, use the fact that you know their gender, and simply be able to create custom-tailored content that will be noticed by each customer. With all of this information, you can provide help, suggest ideas, or create communication that will be very appealing to that customer in particular.
A CRM solution allows you to engage customers more personally, know what they want and in what way, offer preemptive services or products, and automate technical tasks to focus on more important ones. This is a great tool for both marketing and sales teams and by working together through this kind of solution both sides can help each other and improve their results.