Category Archives for "Content marketing"

Customer Relationship Marketing

Customer Relationship Marketing – CRM

CRM marketing is a powerful tool that many marketers are still overlooking today, yet it can make you more efficient and increase your marketing efforts.

If someone asked you how many customers you had in your region, could you tell them? If you were asked how many sales prospects, you had, would you know?

Using CRM it is important to divide your customer data base into segments or regions, because if you don’t when you send out that email message, everyone is going to get it and at best it will result in a low response and worse it will annoy customers and have them drop off your mailing list. So how does one build a strong database that will improve your marketing results?

1. Watch Your Data Quality

At the base of your marketing being effective is the need for access to good quality data. You need to get as much information on a company or person as you can. You can uses Google or LinkedIn to find out more about a person. There are other business directories that can be helpful. The minimum information you should have is their address, telephone number, email and title. You can also add your interests. Add the information you find to your CRM database.

2. Maintain a Good Database

In order to maintain a good database you need to be updating it regularly. This should not just be the job of the marketing department but it should also involve other departments that access the information. They will also have opportunities to update information. For example, a customer phones in with a complaint and they the customer service rep a new phone number, they need to be adding it at that stage. This is how good solid databases are built.

3. Have the Ability to Select

When you have created structured data, it is easy for you to choose based on your target group. You can select one or more target groups for your marketing campaign to target. For example, maybe you want to run an email campaign that targets those people with the title ‘account manager’ and who are assigned to the salesperson Joey. You will access your CRM software and select with this criteria. It will take no time at all for the list to appear on the screen. There’s no need for Excel or large complicated processes.

If staff understands the importance of filling in as many fields as possible, you will create a powerful database full of customer information and your marketing campaigns will become stronger and more powerful.

How to Improve Your CRM to Benefit Your Marketing

If you want to succeed with your business, you need loyal customers and brand loyalty. Building customer relationships is critical, as is feedback. But you need to be able to balance what they want with giving into requests.

This is where your CRM software comes into play. It helps you to build a complete customer profile that includes their feedback. It helps you to build a relationship with your customers. Marketing involves existing customers and new lead generation. Here we’ll focus on marketing to those existing customers and how your CRM can benefit you.

1. Word of Mouth – Candid Conversations

In our world today, most people spend at least part of their day on technology whether it’s their computer, tablet, or smartphone. When it comes to deciding what to buy or where to buy it word of mouth has always played an important role and it still does today, just in a somewhat different format called social media.

This is also the fastest and most effective way to build trust with customers and prospects. It’s also known to give the highest ROI. This includes online reviews, recommendations, open questions and answers, feedback and more. These conversations and what you learn about your customers can be integrated into your CRM software.

2. Be Honest

One way that small business stands out over large businesses is that customers have an easier time talking to a real live human. That translates to a lot less of their valuable time used trying to get a response and the building of trust in their relationship with the company. Always be honest with your customer.

Even when your customer is in the wrong, you can be respectful and kind in your response. Your CRM software helps you to see patterns that are established, such as customers that tend to complain often or who have phoned in with the same problem or complaint numerous time.

But what does that have to do with marketing. Well, as you create marketing campaigns that target through social media, you will be asked questions about your product, and it is important that you answer these prospects in an honest manner as well.

In addition, you need to be incorporating these questions and responses into your CRM database so that you can follow them through the pipeline and determine how long it is from the initial engagement until the second sale takes place. In some cases, this can be quite long.

3. Keep Track of Your Customers and Prospects

Every conversation with a customer needs to be recorded and their CRM customer profile upgraded. All of this information is key to creating marketing campaigns that correctly target the desired audience.

When a customer first purchases the initial information is recorded in the CRM database, but that profile needs to be continuously added to and built upon for marketing to be the most effective it can be.

Content Marketing

Content Marketing

Content marketing is all about creating high quality, relevant content that your prospects will respond to, but don’t be fooled; there are more ways to build successful campaigns than just with article or blog content.

When just starting out in content marketing, you’ll likely hear that your focus should be on creating content that will drive the most traffic to your website, maximizing your exposure, but if you want to build truly successful campaigns, you must make sure that your campaigns convert that traffic into either return customer’s, leads, or sales.

If you are basing your content marketing on articles alone, you should consider switching gears, and start focusing on additional content formats that will generate a positive response from those who visit your site.

Providing prospects with different content types will satisfy all visitors, rather than those who only wish to read text-based content.

So, what do you need to do?

You need to jack your campaigns up so that you are tapping into all of the most powerful content formats and really drill down into what your niche market really wants from you.

Makes sense, right?

The purpose of creating highly-informative, engaging and interactive content that will compel visitors into clicking on your purchase links, signing up for your newsletter or successfully completing another action that will likely result in a sale is all that really matters.

That’s where your focus needs to lie, and the easiest way to achieve that is to expand your outreach by providing the types of content your readers want most.

The great news is that content marketing is one of the easiest ways to connect with your prospects, especially if you have a pulse on your market and know exactly what visitor is most interested in.

So, why do so many content marketers struggle to generate traffic and sales from their content marketing campaigns?

Out of the dozens of content marketing strategies that we’ve evaluated over the years, one thing stood out to me time and time again: so many marketers were focusing on just one type of content! And for the most part, that was the written word.

This included articles, reports and newsletters that offer regular content to those who subscribe.

Now don’t get me wrong – this type of content can be exceptionally valuable, and every content marketing campaign should provide at least one option involving this form of content. However, content marketing should reach far beyond just articles themselves.

If you truly want to maximize your revenue and build a recognized brand in your industry, you should harness the power of alternative content marketing strategies.

For many, these alternative formats will accelerate their campaigns and boost traffic and revenue almost instantly. So, what kind of content should you create that will yield the best results?

Content Will Always Be King

Regardless of the different content types that you incorporate into your content marketing campaigns, high-quality, informative and relevant content that your audience is desperate for will always be King.

Consider other ways of transforming static article content into highly-engaging content magnets. For example: Could you create a how-to guide for your market that provides useful information on a certain topic?

You could present this in a series of blog posts, articles, a website or a downloadable guide (encouraging opt-in’s and building your list).

Or, you could deliver the entire thing as an email series! Take advantage of every opportunity you can to demonstrate to your audience that you are an authority in your market and that you are here to help them make informed decisions, learn something new, or stay abreast on important topics and information in your industry.

Double-up with a combination of visual and text-based content campaigns. Example: Create a highly informative blog post and embed an engaging video into the content.

Or, create an illustration that will provide extra dimension to your content, or perhaps create a graph or data chart that highlights the material that you have just touched on. Take it a step further by providing access to additional components or resources that tie into your main content, such as spreadsheets, data charts and graphs that support your information and make it easier to understand.

Doing this will have an incredible impact on your audience and amplify your marketing message (while keeping your user’s attention). Provide case studies that showcase your offer and the success of those who have followed your system or used your product or service successfully.

Nothing speaks to a potential prospect than by seeing live examples of those who have achieved success!And don’t forget the power of memes! Memes are shared all over the Internet, especially on social sites like Facebook and twitter. Consider creating a series of memes that are funny and entertaining (and likely to be shared).