A company’s success often depends on the way it handles its communications. Communication is such a broad term, covering everything from internal memos to huge marketing campaigns. Yet each and every element that comes under the communications umbrella can play a part in deciding whether a company rises or falls.
Internal memos are the lifeblood of many an organisation. Lost memos can cause chaos, setting back projects by weeks and forcing you miss out on key events. Using a CRM, like Microsoft Dynamics, can help make sure that memos aren’t just lost in the plethora of emails you receive. The inclusion of shared calendars and reminders found within CRMs are additional fail-safes to ensure that important reminders are followed rather than ignored.
Staying in touch on Social Media
In this, our social media epoch, it is vital for businesses to stay abreast of social media trends. Doing so requires a significant amount of time – particularly if you choose to do so manually – and yet it is a requirement of modern business. Social media use in both marketing and customer service is on the rise, with younger customers less willing to pick up their phones… at least not to make a call.
Once again, modern CRMs are the answer to social media monitoring and coordination. There are several solutions that help you monitor the multitude of social media sites relevant to your industry, but none directly archive this information to a database, like a CRM would. Having social media accounts linked to your leads directly can help you create a more well-rounded picture of the lead, useful for a whole host of things including:
- Building personas
- Segmenting leads
- Content creation
- Devising incentives
Whilst it most definitely plays an important role in creating a more vibrant outline of your leads and, in turn, create more refined marketing campaigns, above all, it is a highly effective communication tool.
Staying in touch via Email
Having used the social media features to help refine the data kept on your leads plays a vital role in the way that you undertake email marketing. Email marketing is perhaps the most important means of communication in the marketer’s tool box and is fast becoming one of the most important means of marketing but also a crucial tool for communication and you have to ensure that standards are kept up.
Make the right first impression by having their names spelt correctly or by ensuring that they receive email in keeping with their persona. There is very little point keeping in touch with leads if you’re just going to bombard them with stuff that doesn’t engages them and fails to call them by their actual name.
A CRM can help you move one step beyond email marketing to marketing automation. Despite the name sounding quite cold and impersonal, marketing automation actually makes your email marketing more personal whilst also relieving you of some of the hard work. In the most simplistic sense it works by measuring engagement and then deciding how long till they receive the next piece of relevant content.
If your CRM lacks some information relating to separate personas, using marketing automation helps you gain information about a lead’s interest. You can send out emails to those default leads and depending on what they open, will help you segment them into a more specific bracket.
A CRM should be the hub of all your internal and external communications as it offers easy to use shortcuts and more importantly stores all you do, so you have a means of retrieving your past work.
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