How to take advantage of CRM data to set up an effective digital marketing strategy?
To run a business well and have an in-depth knowledge of its customers, it is important for a business to use a customer relationship management (CRM) tool. This is one of the first steps in setting up an effective digital strategy. Companies can centralize and manage all customer data and easily track customer information. Using CRM is therefore a way to improve a company's marketing and sales strategy.
Indeed, using the data of a CRM allows you to build databases, refine your marketing strategy and target the right people at the right time, via various digital channels, such as display, advertising via social networks, emailing. etc. but also with the right message and the right context. By analyzing the data of a CRM, it is thus possible to choose the right channel to reach the right user.
Defining a digital marketing strategy is therefore essential. For this, it is necessary to identify the channels used by the people present in the database, to see if they have any points in common, in order to group them together and then set up relevant campaigns. A process that can seem complex. For this, it is possible to be accompanied, in particular by a consultant in digital marketing.
Indeed, the transformation or digital transition is not always easy to put in place. The digital marketing consultant has specific skills and knows how to take advantage of CRM data in order to integrate it into your digital marketing strategy. It goes as well, by correlating the CRM data and the right channels to increase the traffic to your site, but also the ROI.
Discover below, two great advantages of using a CRM to get the most out of data and thus boost your digital strategy.
Segment your database
CRM, therefore, has the advantage of facilitating the segmentation of customers, according to various criteria such as their behavior, their location, or their status (prospect, lead, signed customer, etc.). The segmentation thus offers possibilities of rather fine granularity, in particular in the implementation of a marketing campaign.
For example, it is possible to set up remarketing campaigns to target people who, for example, have visited a specific page on your site. By targeting people identified in your database and meeting these criteria, you are sure to grab the audience's attention and can reach them effectively.
Reach people like your customers
A channel like Facebook, for example, makes it possible to reach specific audiences, and sometimes similar to current audiences. This is particularly the case with a lookalike, which allows you to import the list of your current customers to find people who have similarities with them. In addition, Facebook makes it possible to integrate a CRM solution in order to facilitate the follow-up of prospects via form ads.
CRM and digital marketing strategies are therefore complementary. Compiling the two allows you to set up effective acquisition marketing campaigns with a stable acquisition cost.
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