How to use a CRM system to improve your e-commerce content marketing ?
It’s necessary that a strong customer relationships are critical to business success. A CRM or customer relationship management system can be a useful way to improve these relationships and stay organized, especially when running an e-commerce company. So, how CRM improve e-commerce marketing?
CRM is a way to manage a company’s interactions with current customers and future or potential customers. It involves using a basic technology platform to organize, automate and synchronize sales, marketing, customer service, and technical support. So, it is basically a one-stop shop for your customer support.
E-commerce always has different audiences. Sometimes they talk to the person responsible for purchasing. Sometimes they talk to the middleman, people are always at different points in the sales channel. It will be confused to keep everything normal, and this is where the CRM system can solve it.
Succeed with CRM software to improve e-commerce marketing :
Content marketing organizations whose popularity and authority seem to be on the rise don’t just depend on share, traffic, inbound links, or social media platforms. You may have to wait a long time to really take off.
A key attribute of a successful organization is to recognize that their sales team is an important force (a sales force if you will). And they can expand the scope, life cycle, and overall effectiveness of content and customer relationships.
As an e-commerce company, you probably know that content is the key. So, if you want to continue to grow, staying ahead is especially important.
Customer relationship management tools have always been beneficial to salespeople. They allow your team to track, measure, and monitor all aspects of the sales cycle while paying close attention to the relationships that are established throughout the process.
Most marketing departments need to collect various information from the Internet and provide it to sales staff.
They need to monitor and track the source of marketing data. Then salespeople can use the data to make smart sales decisions and track each customer’s situation.
CRM tools help to accomplish this job while ensuring that you improve e-commerce content marketing in the best possible way.
So what is the connection between content marketing and CRM? Well-trained sales professionals can use assets such as e-books, white papers, webinars. They used them as a one-to-one conversation with potential customers and their customer base introduce.
A good sales team can get so many available resources by accessing CRM. They can record here which ones are effective for specific customers and which ones are not.
Just as you think of every social media platform as a channel of participation, you need to think of your CRM as another channel to participate in content marketing.
Tips to start using the CRM system
When it comes to CRM systems, you usually have several different dashboards that you can use, but they are usually divided into two categories which are sales and marketing and customer service. In a very basic sense, how these two categories work for you:
Organize your online library and customer information carefully.
Some of us have organizational errors, but others don’t. Regardless of your scope, don’t immediately start putting all customer relationship records (contact information, purchase history, questions, past interactions, etc.) into a common folder called ” content ” or ” customers “.
Make sure to create tags and organize content in a logical way so that any member of the sales team can easily search. This is one of the main benefits of having a CRM system in the first place.
Note that If you don’t have experience using data on any other platform, organizing data can be overwhelming.
You can learn more about organizing information with Excel spreadsheets here. Once you have a good understanding of the data you want to track, you can move to the CRM system to get more advanced information.
Create promotional email templates and use segmentation.
It is best to make a promotional strategy in advance and actually make an e-mail to your contacts. You should do the same for your sales team. Write an email template for the sales team for every major content you push to CRM and include it in the assets in the folder.
The cool thing about CRM systems is that they not only allow you to manage relationship records and contact information. In addition, they also make it easier to segment your audience to always provide the most relevant content.
Benefits of content marketing in CRM
The following points explain some of the benefits and ways that marketing and sales departments can use the CRM system to work better together.
The main way this can happen is to integrate the marketing and sales departments and their processes into a single CRM platform, and then use that information in a number of different ways:
Faster data transfer.
If e-commerce content marketers combine their marketing data collection and various monitoring processes with sales CRM, they can better provide the necessary data to the sales department in a fast and effective manner.
For e-commerce companies, the ability to quickly obtain this information is a major benefit. Usually, marketing will come to the conclusion that it can help the sales team better serve customers, so it is easier and better to deliver the message.
Better report integration.
The data that marketers receive from PPC events, social media, blog posts, white papers, and everything in between can now be directly integrated into the reporting tools built into your sales CRM.
Deeper audience insights.
The various reports available when using CRM show salespeople and managers how users read the content, how they came to the site, what actions they took after viewing your content, and the next steps they took to push potential customers further into the sales channel.
One-step action is similar to the way Google Analytics works, except that it is all in one place and can be sliced and dice by different departments in one system.
Direct impact analysis.
You can better understand the direct impact of your content marketing strategy on sales. This should help future marketing departments know where they need to work and which strategies are no longer worthwhile.
Purchase history tracking.
You can use the CRM system to track the customer’s purchase history. This will enable you to better produce your recommendations based on the content such as products, services, etc.
New prospect data points can also show the things below on your website :
- What they read.
- How they visit your website.
- Their activity and social interactions.
As mentioned above, you can now not only see the number of times potential customers have visited your website or which search terms brought them there. But, you can also see phone conversations or face-to-face meetings with salespeople.
As an e-commerce company, you can now see the full activity of potential customers.
Without CRM, your sales team may not be able to participate fully in marketing plans. It is easy to get confused in terms of customer relationships.
The more data points and insights you have about prospects and customers, the better you can implement compelling content strategies.
As an e-commerce company, do you have experience in using CRM? Do you have any other benefits or tips that I did not cover in this article? Let us know your stories and thoughts in the comments section below.