Get More Out of Your Marketing by Fully Utilizing Your CRM Software
If you want your company to succeed, your marketing and sales must be aligned. If marketing is driving quality leads, but the sales team drops the ball on closing them, then you’ve got a problem. There are countless resources out there about how to sell and how to use CRM (client relationship management) software effectively, so we’re not going to get into those details, but we will show you just what you’re missing out on with marketing if you’re not using your CRM to its full ability.
The first step is to actually have a CRM. If you intend to grow your HVAC, home performance or solar business, it’s a necessary tool to have and doesn’t have to be expensive. While you’ve probably heard of Salesforce, there are equally capable and more affordable solutions out there like Demandforce and Insightly, so there really is no excuse for not having a dedicated CRM tool. Those spreadsheets or hand-written ledgers aren’t going to cut it if you’re serious about running and growing a successful company.
Essentially, a CRM provides you with a database that has limitless possibilities, if you use it right. Your CRM will only be able to serve you in your marketing and sales efforts if you’re constantly filling it with accurate information. It’s crucial to have as much data as possible, including names, email addresses, physical addresses, past projects completed, lead source, notes about interactions you may have had with that person and anything else you can get your hands on.
Only when you start using your CRM will your marketing be able to rise to the next level, not to mention that it will also inevitably improve your sales process. So how exactly will your CRM help you with marketing?
The information you have about past customers and new leads will help you develop an improved marketing strategy. While you might think that your target audience primarily consists of baby boomers, your CRM data could help you narrow down your demographic and uncover that professionals in their late 30s are actually the ones buying your services.
Whatever the data shows, it will help inform broader marketing decisions, whether it’s about personas, channels or even key geographic targets. While you probably have anecdotal insights, by keeping track of key pieces of data in your CRM, in tandem with the information Google Analytics provides, you’ll have what it takes to appropriately develop an effective marketing strategy.
Email can be one of the most effective avenues for content promotion and conversion if you’re sending emails to the right people — and the only way to know that is by having your CRM in order. If all you currently have is one big list of email addresses that isn’t segmented, how can any of the offers or information you’re putting in emails be truly helpful? For all you know a large majority of the people receiving those emails already had a solar consultation, an energy audit or are part of your HVAC maintenance plan.
By using your CRM effectively, you’ll be able to separate your contacts into various lists. You should have a list of all existing customers, and lists broken down by the type of service they received. You should also have a list of new leads. If you’re actively updating your CRM, these lists won’t get stale and your efforts will have higher levels of success because the right people will be receiving relevant, tailored emails. Even by having the right first name in your CRM can make a difference because you’ll be able to personalize your messaging — think about it: would you be more inclined to open an email that’s generic or one that mentions you by name?
Another key thing to mention with regards to fresh email lists is review management. How can you ever expect to get reviews if you’re not actively requesting them? Only when you have recent lists of email addresses will you be able to effectively use various digital tools to increase the volume and quality of your online reviews.
Social Media Advertising
Although Facebook makes it easy to choose various parameters like demographic, geography and even interests for your audience — if you have a list of people who recently had work done by your company, you’ll be able to leverage it. Facebook allows you to find more people who look like your current customers. Simply upload a list of your existing customers from your CRM, then use the Lookalike Audiences feature to find people that resemble your customers. It's like a referral program, but with far less legwork.
Even if you’re not heading the sales team for your company, you surely know about the power of referrals. By actively using your CRM and noting who’s a past customer, what their experience was and what services your business provided them with, you’ll be able to leverage that information. Knowing who your “happy customers” are will guide your efforts in any kind of referral programs you might be thinking about implementing.
Use CRM Data to Improve Your Marketing Efforts
Besides just helping keep your business organized, a CRM that’s used effectively will boost the chances of success for various facets of your marketing efforts. It’ll inform strategy and make sure the intent behind each channel is aligned with the right audience. While our team at Energy Circle can harvest large amounts of data from Google Analytics and make strategic decisions about your marketing, by utilizing your CRM and connecting us to that information, our marketing services will become even more effective. In fact, our platform has multiple CRM integrations that can help make gathering and leveraging data even more seamless for your HVAC, home performance or solar business.