As marketers, we all want to nail the customer journey, don’t we?
In an ideal world, your customer journey would be a clear, well-travelled path that goes straight from awareness to consideration and finally through to purchase.
Sadly though, life isn’t like that – especially in today’s world where the customer is more demanding than ever before.
So, how do you get to grips with your customer journey, deliver effective campaigns, and overcome any unforeseen obstacles and detours along the way? By using your customer relationship management (CRM), of course!
Despite the global CRM market being valued at a whopping $63.91 billion in 2022, many marketers still aren’t convinced about the role a CRM can play in nailing the customer journey and enhancing their return on investment (ROI).
As a specialist CRM consultancy with expert knowledge in delivering strategic campaigns, we believe that there’s nothing more important than a solid CRM strategy when it comes to delivering show-stopping marketing campaigns. Here’s why:
If campaign success is the goal, CRM is the solution
If you work in marketing, one of your biggest goals will be to deliver effective campaigns with measurable results.
But with so many marketing campaigns to compete with, you need to make sure your campaigns stand out from the crowd if they’re going to deliver the results you need.
If you are finding it hard to engage with your target audience or are concerned about customer experience, a clever CRM strategy could be the answer to all your marketing needs.
As an innovative CRM consulting firm, there’s nothing we love more than using our expert knowledge to put together comprehensive campaigns for our clients.
So, if you’re struggling to get the most out of your marketing, don’t miss these top tips on how to deliver successful campaigns…
5 top tips for successful marketing campaigns
1. Use your data to get to know your customers
Creating campaigns that resonate with your audience mean that you need to get to know your customers so you can send out messages that appeal to them.
Basically, you can’t deliver a great customer journey if you don’t understand your customers’ wants and needs.
That’s where your CRM comes into its own. It will have reams of information about your customers’ behaviours and preferences, giving you a holistic view of them all in one place.
All of this data gives you an in-depth understanding of each customer, enabling you to make educated decisions and drive informed action when it comes to creating your marketing campaigns.
2. Segment your customers and target them accordingly
How can you make sense of all the information available to you, though? By segmenting your customers and then targeting your campaigns accordingly.
Segmenting your customers into different groups, from demographics to activities, enables you to create defined customer profiles – and creating these profiles allows you to target specific groups of customers. It’s about getting rid of the one-size-fits-all marketing method, which often fails to deliver.
Instead of sending the same message to each and every customer with limited success, your CRM can group your audience into segments, so you can then talk to them in a more targeted way. Which leads us onto our next point…
3. Make your campaigns personal
With a wealth of information about your customers at your fingertips, you will now be able to customise communications to each person you contact.
Rather than generic messages beginning with “Dear Customer”, your CRM enables you to pull information to create personalised communications with your customers and tailor your messaging to grab their attention.
What’s more, having information such as their purchasing history and marketing preferences to hand enables you to craft messages that are helpful, informative, and truly meet their needs.
Everyone wants to feel special, and this level of personalised content results in higher response rates, and ultimately, increased ROI.
4. Send the right message at the right time
There’s no point in making your campaigns as personal as possible if you’re not going to send them at the right time, though.
The key to keeping your content relevant and ensuring your campaigns are successful is by sending the right messages to the right people at the right time.
There’s no point in pushing out campaigns left, right, and centre just for the sake of it. By looking at your customer data, you can discover where they are in the sales cycle and determine what kind of messaging they need and when they need it.
By personalising your campaigns to their needs, you’ll improve the journey and deliver an incredible customer experience – and happy customers ultimately means more sales!
5. Test, track, and improve your performance
Finally, once your campaigns have been sent out, your CRM keeps working hard for you by monitoring campaign performance so you can see what works and what doesn’t.
Using a variety of metrics such as open rates, bounce rates, and new subscribers, you can evaluate how successful your campaigns have been and make any necessary improvements and adjustments to improve your results next time.
Plus, if you’ve hit the jackpot and delivered an effective campaign, you can use the data and analysis to inform your decisions in the future.
Repurposing successful campaigns enables you to improve the efficiency of your future campaigns and make informed decisions about where to spend your budget – which ultimately leads to marketing costs going down and conversions going up. Who doesn’t want that?
Ready to deliver standout campaigns?
If you’re going to deliver exceptional marketing campaigns in today’s world, you need to make your campaigns and messaging a two-way street between marketers and customers.
By utilising your CRM, you can turn your customer data into meaningful insights, target your customers, and deliver highly personalised and targeted campaigns that get results.
If you need advice on how to create a clever CRM strategy, look no further. When you work us, we’ll strip everything back and use real data to inform our decisions, helping you to deliver seamless customer journeys and reach your customers in the right way, at the right time.
By using data to drive our approach, we can create bespoke CRM strategies that truly work for you, resulting in successful campaigns, increased ROI, and exceptional customer experiences.
Sound good? Contact us today to find out more.
