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Thinking about spicing up your marketing message? Try a new angle or give your lead generation activities a face lift? Well think before you actor might find yourself throwing the baby out with the bathwater. Even though you might be sick and tired of the same old message that doesn’t mean that your market is. If a marketing campaign continues to attract new business you shouldn’t shut it down. To put it simply: IF IT AIN’T BROKE, DON’T FIX IT!
But how do determine that your message is still working or when it has stopped dead?
Well you should be tracking everything using an integrated CRM software system. CRM stands for customer relationship management. So it is software designed to help you manage contact with your database in order to strengthen relationships with your leads, prospects and customers.It houses all your important client data, including the source of customers. Integrated CRM software is CRM software that also has extra modules that looks after your billing, accounting, task management and inventory.
Your sales team is much more likely to use an integrated CRM solution, because all the data (accounting, client records, inventory etc) is all housed in the same place and they don’t have to double handle the data. The more your staff use the system the better the data quality will be, so in short integrated CRM systems are better than stand alone customer relationship management software. This is important as you need to record the source of every new customer to determine which marketing messages are gaining traction with your audience and which messages are falling flat.
Just to reiterate that key point: you must record the source of every new client using your CRM software. Having this data will show you exactly how well each advertisement or marketing message performs. In many integrated CRM software packages you can even generate charts to compare different campaigns side by side to determine which ones provide the best return on investment.
Once you have this data you can make more strategic decisions. So if you are thinking of changing a marketing message, you can consult your data before you make any rash decisions.
If the market has turned cold to your marketing message you can test out new campaigns using your integrated CRM package. Run a small test group with a special promo code, coupon or dedicated phone line to determine how the market will react to your new angle before you commit. When you are recording the source of each new sale it will be easy to separate the customers from your new marketing test.
You may be totally in love with a new advertisement but your opinion doesn’t matter. If your market hates it, you can’t run it. By using CRM software you can at least find out before it sends you bankrupt.
Finally sometimes it isn’t as simple as success or failure. Your ad may work like a dream in one suburb and be a dismal failure in another area. It may also be more appealing to certain demographic groups or perform better at a specific time of year. These subtle nuances of promotion are missed by business owners operating without integrated CRM software. Your integrated CRM software package tracks more than the source of the client. It can track location, age, gender, interests, income, marital status and a host of other factors which influence buying habits. With this data you can plan your campaigns at a whole new level.
Make sure you have the facts before you go tinkering with your marketing message and the best way to market strategically is through integrated CRM software.
By Pete Kilby – For strategic marketing the golden rule is tracking. And for successful tracking you need an integrated CRM software solution go to http://www.picrmsoftware.com.au/
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