While most business owners are aware that you can use a CRM system to effectively manage your customers, most fail to realize the true potential that CRM holds. With it, you can also improve your marketing, and ensure that your sales team functions effectively. In this article, we will focus on how to use CRM for eCommerce personalization and why doing so holds tremendous marketing and commercial potential.
A word about eCommerce personalization
For those that are completely new to marketing, we will give some basic info about eCommerce personalization. Namely, what it entails, is personalizing your marketing and commercial efforts to, ideally, address every customer at a personal level. Hence the term, personalization. True, full-fledged personalization isn’t really possible, let alone financially feasible for moving companies. Instead, they can use specialized customer relationship management software for movers to better understand their customers. By doing so, they can tailor their marketing and commercial decision to customer needs.
It is important to note that modern marketing is turning more and more toward personalization. Long gone are the days when you could simply create generic marketing content and hope for the best. Today, you need to understand who you are targeting and property outline the timing, the phrasing, and the content of your promotions. Do it right, and your customers will feel as if you are predicting their needs. This, as you can imagine, often leads to a substantial increase in revenue. On the other hand, if you do it wrong, you can miss the mark and waste your marketing content, no matter how well written. Therefore, all things considered, it is worth investing in personalization, especially if you plan on basing your marketing on eCommerce.
How to use CRM for eCommerce personalization
Before we outline different ways in which you can use CRM for eCommerce personalization, it is important to note that a CRM won’t magically personalize your marketing. Doing so is a long-term project that requires both marketing know-how and a thorough understanding of moving business. This is one of the main reasons why a lot of moving companies choose to outsource their marketing. If you choose to tackle marketing on your own, we suggest that you first educate yourself on what it entails, and outline a long-term program with a more experienced marketing manager. That way you can make sure that your marketing is as effective as possible.
Outline your target demographic
The first thing to do with a CRM system is to precisely outline your target demographic. While most moving companies have an idea of what their most common customers are like, you’d be surprised at how often that idea is wrong. With a CRM you can get hard data on who your customers are, and what they are like. This alone can make your marketing far more effective.
The second step towards personalization is segmenting. Namely, while addressing your target demographic is useful, you will likely need to segment it into further groups. Depending on age, gender, marital status, education level, and even job prevalence, you might end up with different groups that have different moving needs. For this, you might want to work with a more experienced marketing manager. If they’ve worked within the moving industry they can likely point you to the right segmentation aspects to keep in mind. And if your segmentation is going to be effective it is paramount that you are aware of these aspects.
While there are many ways to use personalization in marketing, moving companies tend to yield the biggest use from emails. Namely, if you manage to gather email information you can notify your customers with personalized content. Such CRM email integration for movers tends to bring the biggest increase in revenue. After all, your customers are far more likely to find your personalized content interesting and informative. And, since it is done through an email, they are likely to read its entirety and respond.
Outlining the right content for your audience
Keep in mind that you don’t have to rely solely on written content. For certain audiences, interactive content, video content, web stories, images, or even comics can be a far more effective way of engaging your audience. While written content tends to be the cheapest to create, it is also the easiest to ignore. So, if you find that your customers don’t even go through your content, it might be a good idea to change the type. Depending on who you are addressing you can look to personalize the type of content and ensure that your customers view it with due attentiveness.
KPIs for long-term marketing
The idea of eCommerce personalization is that it is not a one-and-done deal. For it to be effective it needs to be an ongoing process where you actively monitor your audience. While there are multiple ways of doing so, the most effective ones rely on outlining and monitoring certain KPIs (Key Performance Indicators). For instance, if you are using a personalized email marketing campaign, you should make use of CRM email tracking for movers. With it you can monitor how effective your emails are, and whether you are targeting the right people. Knowing whether you need to change your content, your timing or you’re entire demographic will be useful. Especially if your emails don’t perform as well as you’ve hoped.
While there are different ways to use CRM for eCommerce personalization, none of them will be effective if you don’t have a good understanding of what your marketing is all about. The whole process of contacting your audience to them becoming your customers should be as smooth and quick as possible. If it isn’t, even top-notch personalization will only bring mediocre results. So, make sure that you understand your company and where it stands in the eCommerce world.
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