What CRM Tactics Can Help Build Online Sales?

Ally Feiam By Ally Feiam | 24 May 2019

From Fortune 500 companies to small businesses, every brand can improve customer transactions with these CRM tactics.

Building online sales is a complicated process, and there are several steps you need to complete before finding success. However, one crucial factor that often gets overlooked can help boost customer sales: CRM.

No matter how large or small your company is, CRM can play a huge role in the development of sales, as well as tracking valuable data for analytical use later.

What is CRM?

CRM (Customer Relationship Management) is a system that helps companies manage their customers. There are many things that CRM contributes to businesses, in terms of marketing, sales and customer service. Some of which include:

  • Streamline tasks
  • Generate and nurture leads
  • Manage marketing campaigns
  • Track sales
  • Manage sales team activity

Sharon Melamed, the owner of Matchboard, says encouraging customer engagement is key. “Show your phone number prominently on every page – encourage customer engagement because this gives you the opportunity to build trust and empathy for those customers who like the immediacy of speaking with someone to clarify a concern before they click ‘Buy’,” Melamed explained.

Targeting the Right Customers

Using CRM can help you track and target the customers you wish to reach, and create a personalised approach to your marketing. As companies search to find that sweet spot for customers, using CRM can help ease the strain, by segmenting consumers into categories, building EDMs specific to certain audiences and analysing campaigns that are well received. These small but mighty insights can help brands focus on what’s working, what’s not and how to improve.

As an example, if you have customers globally, it’s imperative that you have data of the location of the customer’s location. Not only can the company determine the geographic site of the customer, but they can also create campaigns that are specific to that region. You wouldn’t send an EDM to Japanese consumers written in French – this is where CRM comes in.

“If you are targeting a non-English speaking market, such as Japan, be sure to localise all or at least key parts of your website as this is guaranteed to improve conversions,” explained Melamed

Tracking and Analysing

CRM enables you to track and analyse lead data, so you can calculate the RoI and marketing campaigns. Using CRM, you can see which leads are bringing in the most revenue and adjust the focus accordingly. CRM also allows access to certain data which is extremely useful for the sales team.

Building Customer Relationships

It’s no surprise that building customer trust is a crucial step to developing loyalty, but it’s also no secret that it’s a step that can take a long time to obtain. According to a study, if a purchase will take more than two days to be delivered, 37 per cent of online shoppers will consider using an alternative retailer. This may seem drastic, but as the online retail world becomes hastier in delivery promises and expectations get higher, customers are more likely to pay attention to when things go wrong.

CRM can benefit the framework of customer relationships in many ways. The management system tracks and retains purchase history, making it easier for marketers to understand the customer’s needs. If a customer has recently bought baby formula and other baby products, the marketing team can safely assume that they will be interested in related products, rather than something that comes out of left field, which can often make customers feel as if the brand doesn’t ‘care’ about their needs, or don’t know them very well.

Building customer relationships isn’t just anticipating what the customers purchase, but also what period of the year they purchase, and how long they have stuck by the company. Sales events, promotions and holidays are large periods of the year that consumers will be attracted to for shopping, so using CRM capabilities to predict the right time to initiate sales events and promotions can often lead to a customer coming back. For loyal consumers who have stuck by the company for several months or years, CRM capabilities allow companies to evaluate the right promotions that best suit its customers. As an example, using CRM a company can evaluate the checkout abandon rate, and send an email to its customer with a ‘leaving so soon?’ approach. In contrast, customers who have shopped multiple times can receive an EDM offering exclusive discounts for being a loyal customer. These small moves can make or break customer loyalty, and using CRM, make it easier to target, capture and secure loyal customers.

Improve SEO

Although sometimes overlooked, SEO is an incredibly vital point of e-commerce that needs to pull focus. For retailers, category description and product descriptions may not seem to make a difference to consumers, but they make quite a difference for Google ranking and SEO. According to Yoast, category descriptions “are more important than individual pages and posts. If your site is a blog and you write several articles about a topic, your category for that topic should be #1 in the search result.” Simply, your site structure matters. Although you can’t always formulate this using CRM, sometimes you can optimise the category descriptions and add SEO-friendly character limits, which can result in massive changes to the business’ ranking on Google. The search engine is incredibly smart and picks up on errors, keyword stuffing and other SEO-ruining mistakes in an instant, which can result in getting warnings or removed entirely from the search results. Remember, something as little as a search result can be the maker of the breaker of a sale, so keep it in consideration.

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