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Here’s Why CRM For Digital Marketing Helps Boost ROI

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Here's Why CRM For Digital Marketing Helps Boost ROI

Customer relationship management (CRM) is fundamental in building long-lasting relationships between a business and its clients. With a solid CRM strategy, you can improve your communication with customers and new prospects and increase the chances of repeat custom and loyalty. 

Let’s see why a CRM system is advantageous for digital marketing and how it can boost ROI.

What Is CRM for Digital Marketing?

Businesses can use a CRM system to collect valuable customer data. This can then be used when it comes to marketing strategies. It allows you to capture and retain customers. When customers are satisfied with the service you have offered them, not only are they more likely to return, but they’re also more likely to recommend you to a friend.

If a customer is dissatisfied with what you have provided, they may feel they need to warn others not to do business with you.

Other than word-of-mouth, customers may come across your business via a web search. From the moment they visit your website the customer needs to feel welcomed and appreciated, which is where a good CRM system comes in.

If they have a question or problem, they should be able to easily reach a team member for help. A CRM system can also remember customers who are coming back, offering a more personalized approach each time. 

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Heres Why CRM For Digital Marketing Helps Boost ROI

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Why Use a CRM?

A CRM system can be helpful for a number of reasons to improve your business, namely:

  • To collect and store customer data to use in the future
  • To track sales and analyze which promotions are the most successful
  • Connecting the sales team with customers in real-time
  • Improving follow-ups and ensuring customer loyalty is there
  • To keep the sales team updated with customer information, potential customer leads, and insights into specific customers
  • Sharing files and information between the team so everyone is kept in the loop

How Can CRM for Digital Marketing Help Boost ROI?

Here’s a look at how a CRM system for digital marketing can help boost ROI.

1. Build long-lasting customer relationships

CRM platforms are designed to collect customer data. This then allows you to dive deeper into customer behavior and how they spend their money with you. You can view previous purchases, all communication and track how they interact with your business. This makes it easier to customize future interactions, as you already know about their previous activity.

Some CRM systems can track website visits through social media engagements and email link clicks. Businesses can use this information to look for trends, such as the type of posts that typically get more engagement and website clicks than others. It helps to build a long-lasting relationship with customers as you can see what content they are genuinely interested in seeing.

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2. Boost customer service

Improving customer service is one of the many reasons why businesses invest in a good CRM tool. Ultimately, this can increase customer loyalty and improve overall relationships between the business and customers. Good customer service can go a long way. Customers need to feel listened to and respected, and their problems need to be solved swiftly and effectively. 

As more and more data is collected, you can also refer back to previous customer interactions and build a rapport with customers who may be returning. 

A solid internal communication system can ensure no customer is left behind. Many companies opt for a cloud PBX business phone system that lets them keep in touch throughout the day. This means team members can connect and discuss customers if there are any issues.  

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3. It can be used alongside KPIs

Key performance indicators (KPIs) are often used by businesses to measure performance over a period of time. It can go hand-in-hand with your CRM strategy to help you better understand your customers. They must be specific, measurable, actionable, and realistic. You can use your CRM system’s data to measure your KPIs. 

A CRM system may also nudge you in other areas and pick different KPIs to track. For instance, if you feel like customer interactions are dipping, you can adjust your KPIs and analyze why this is happening to improve it for next time. 

4. Improve customer retention

Customer retention is essential for businesses that want to grow. You need a healthy balance of loyal customers combined with new customers who are just trying your business out for the first time. A CRM system can help to improve your customer satisfaction level as it looks at building long-term relationships. These can then be nurtured over time to keep customers coming back for more.

It’s only natural that when a person receives good service from your business, they are happy to return. Furthermore, satisfied and loyal customers are more likely to refer their friends. You can even see who is sending the referrals with your CRM system.

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5. Find new customers more easily

Customer data is powerful, especially when it is from customers who have shown an active interest in what you have to offer. Using CRM tools can help you ascertain what is and isn’t working within your marketing strategy. It allows you to make more informed decisions to change how your customers interact with your business for the better. 

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With a CRM system, you can track customer information such as demographic, frequent purchases, etc. This means you can create more meaningful targeted adverts when trying to get them to visit your website. If you’re a B2B and they search ‘inventory management software,’ you don’t just want to gain their interest; you want to sustain it. 

6. Enhance business performance 

A CRM system can improve your ROI, among other digital marketing KPIs, as it enhances business performance and the overall sales process. CRMs can automate emails, customer service responses, and much more, meaning you can nurture customer relationships without much effort.

Your CRM can show you who is interested in what and often includes other add-ons such as  lead scoring, upselling, and cross-selling. 

Which CRM Features Are Essential for Marketing?

It’s important that you choose the best CRM for your business, as many systems offer different benefits and functions. Here are some key features to bear in mind.

1. Lead tracking

Lead tracking lets you know your customer’s journey from the source. It can help you implement marketing campaigns based on your customer’s preferences. This data can also mean you only send relevant information to your customer, so they’re more likely to interact. The data from lead tracking is vital for capturing attention and converting customers. 

2. Customer filtering

Customer filtering is a crucial feature of a CRM system as it comes in handy for multiple reasons. To start, you can segment your customers into groups such as location, lifetime value, last purchase, and more. You can do some exploratory testing to check whether your chosen CRM system is up to the task.

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This helps with digital marketing as you can specifically target customers. It can also save money as you aren’t just spending money in unnecessary places, these are customers you know and have built a relationship with.

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3. Automated follow-up emails

We all know what it’s like to sign up to a company’s mailing list to access a one-off discount. But as a business, how do you stop those customers from unsubscribing? Great content and consistency are key here.

A good CRM system must be able to help your marketing department by automating a few of those tedious processes, with emailing being one. You can arrange email lists and send follow-up emails quickly and efficiently with a CRM system, this means customers are constantly kept updated on the latest offers. 

4. Third-party integration

By connecting your CRM software to other platforms you already use, you can save on time and money. No need to start searching for RingCentral alternatives when it can all be kept in one place. It also means your team doesn’t have to get to grips with a completely new system. 

The key is choosing a CRM system that is easy to set up and compatible with your existing tools. Once you’ve found the best one for your business, you can go ahead and install it knowing that it won’t affect your other marketing platforms. 

Choosing the Right CRM

Choosing the right CRM is difficult for a business, as many offer the same fundamental function with varying features. Overall, though, it’s important that your CRM works best for your business. That means it easily integrates into your existing tools and your employees find it easy to navigate and use. A good CRM system can help boost your ROI and ultimately contribute to your business’s future successes. 

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MARKETING

Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

Get MarTech! Daily. Free. In your inbox.

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