Your CRM is Your Gold Mine
Don't just store data in your CRM, use it to automate your communication with Go4Clients and dramatically increase your ROI
The value of data is in generate revenue. It’s useless to collect all the available data from a client down to the smallest detail in your CRM, if that information is not used to generate sales and improve the company's strategy. The question is:
Are you using your CRM data to get new customers?
To promote new services to existing clients?
To improve customer loyalty?
To recover lost customers?
Collections?
To reactivate old customers who may be interested in new products?
Below we share some strategies that can be implemented at each stage of your client's life cycle, and achieve constant growth using the data from your CRM and Go4Clients.
We will cover all stages of your client's cycle. From showing your brand to the world, to building customer loyalty to the point that they are ambassadors for your company. These stages can be summarized as follows:
1. Promotion
This first step is making your product known to the target audience.
Where it starts:
Your audience doesn't know your product and you need your audience to know it.
Initial Data (Inputs)::
Existing contacts in CRM who are not customers.
External databases (can be purchased or generated using scraping tools) of potential customers interested in your product or service
Goal:
Get your audience to visit your website.
Save visitor information in the CRM such as the URL of the product page they visited. Go to the "Acquisition" stage
Media:
Database Channels (Email, Sms, Voice)
Paid Media, Organic (SEO)
Social Media.
Outcome:
You managed to automate the process so that more people visit your website, more brand exposure, and obtain "hot" leads who are more willing to buy your products. It will have the information of the people who visited your page and the product in which they are interested.
Process in Go4Clients:
Direct Marketing Automation (Email, SMS, Calls)
The following process is described using Email exclusively, but can also be executed using SMS, calls, or combining the 3 media, which can dramatically increase conversion. The possibilities are limitless.
Start by creating emails with relevant information about your solution or service. Highlight the benefits of your application, the solutions you achieve, and real benefits for the buyer. Emails should highlight "buttons" that invite you to visit their website.
You created an automated series of various emails (Drips), delivering a weekly email to your Initial Data (Inputs). Once your users are hooked on your content and visit your website, the goal is to save data from the website visits such as the URL of the specific product they visited.
If you have the user's telephone information you can create the same sequence using SMS or combine more than one channel.
Support the marketing automation strategy with a retargeting campaign from the paid channels, Google Ads, Facebook Ads, Bing Ads (especially for B2B), among others. In this way, you can ensure that you have a 360 strategy, in which your email marketing automation efforts are also promoted from the paid channels.
2. Acquisition
Acquisition or generation of leads is about getting your first data points, either by filling out a contact form or making a first purchase.
Where it starts:
Your audience visits your page, browses the content, but they still don't leave their contact details.
Initial Data (Inputs)::
Information about the URL of the product page that each user visited during the promotion stage
Goal:
Get the visitor to leave their data.
Go to the Activation stage
Media:
Database Channels (Email, Sms, Voice)
Paid Media, Organic (SEO)
Social Media.
Outcome:
You have managed to automate the conversion process, from a curious user to a user interested in your products. You spent a few hours creating the emails and designing the Drips campaign, leaving it running for months without human supervision, and constantly generating visits to the website. Imagine the savings in time and money and the increase in ROI.
By automating processes in steps Promotion and Acquisition, you have managed to convert users who did not know about your product to interested users.
Focus your human efforts on understanding your customers, what they need, and improving your strategy. Let Go4Clients and your CRM do the heavy, operational work 24 hours a day, 7 days a week without human error.
Process in Go4Clients:
Email Marketing Automation
The following process is described using Email exclusively, but can also be executed using SMS, calls, or combining the 3 media, which can dramatically increase conversion. The possibilities are limitless.
- Segment your Initial Data (Inputs) of emails creating groups of common audiences.At this point, your CRM has an Initial Data (Inputs) of people interested in your products and knows which product is the one that most interests them. Now you must segment the audience by product or service and this segmentation can be done automatically by your CRM or Go4Clients. The segments can be: "Product of Interest", "Industry", Business Vertical "," Country or geographical area ", among others.
Example 1: If you want to segment by "Product of Interest" and have in your CRM the information of on which product pages each lead visited, you must create a segment or list for each product. In other words, all leads that visit the “SMS” product page must be in the “SMS” list.
Example 2: If you want to create a “Marketing” audience and have the “Job Title” information in your CRM, include all the people with Marketing related positions (Marketing Managers, Marketing Director, Paid Media Specialist, Database Marketers, etc. ) in “Marketing” list
- Creation of the drip in Go4Clients: Once you have done this automatic segmentation. The objective is to send a series of several emails to the Initial Data (Inputs) with interesting information tailored for each audience. In the previous examples, a series of emails for "SMS" and another "Marketing" would be created. The formats to be used are templates and plain text. Divide the strategy into two stages; Nurturing Mail and y Conversion Mail.
Nurturing Mail
Nurturing emails must use templates whose objective is not to sell directly, but to educate the Initial Data (Inputs), talking about the advantages of your product. In the content, answer questions that generate value for your potential client, such as: why should you prefer our company? What are the advantages of using our products? Why is it a necessity for my company ’, etc…
If you have the user's telephone information you can create the same sequence using SMS or combine more than one channel
Conversion emails
"Conversion" emails must be in plain text format. In the content of the email, show how your product or business solves specific problems of your audience.
For example, when we promote Go4Clients we can say: “The task of digital marketing, without the right tool, is time consuming, inefficient, and the Return on Investment (ROI) can be very low. Go4Clients automates communication with its clients by combining channels such as Email, SMS, VOICE, Landing Pages, etc ... and centralizes all the information in a single tool ”.
Finally, a different email will be sent each week promoting a different part of the product in each email. The Drip automatically chooses the next email based on the response from the previous email. If your emails are opened by only 10% of your database, with Drips Marketing, you can send the same email, on a different day, with a different subject line, only to people who did not open their first email. In this way, the number of people who will see your mail will multiply, and also your conversion will increase between 200% and 1000% with respect to sending a single email.
My Bonus Track: In case you have the phone number of your Initial Data (Supplies), every time you send an email and it is not opened in the first 2 hours, send with Drips Marketing an automatic SMS to your Initial Data (Supplies), inviting them to view the email that was sent to them. Your campaign will be even more successful and your results will be seen immediately!
Paid Media
Thanks to the increase in visits to your website, generated by Drips Marketing, create campaigns in Banner or Display format by Google, showing people what they want to see. In this case, if you did an email campaign to the Marketing Stakeholder Base and they reached your Marketing page on the website, show them your Marketing Solution banners when they visit other web pages.
B2C
If your audience is people between 18 to 35 years old, it is paramount that you implement this same strategy on Facebook and Instagram. The cost of acquiring a client through these social networks is 10 times cheaper than acquiring it from Google Ads.
B2B
If your audience is business, Microsoft Bing Ads is a channel you should explore. Bing Ads is a channel oriented to companies since it is the search engine that all the default Windows computers have. 2019 figures indicate that Bing has a market share of 33.8% in the United States.
3. Activation
Activation is about getting your first customers.
- It is divided into three stages; "Welcoming", "onboarding" and "purchase".
Where it starts:
You already have the data of interested people, but you still cannot get them to make the first purchase.
Initial Data (Inputs)::
Use the data of people generated in the Acquisition. They are the people who have already shown interest in their products, the data was stored and segmented in the CRM and / or Go4Clients
Goal:
Get the visitor to make their first purchase.
Go to the Retention stage
Media:
Database Channels (Email, Sms, Voice)
Paid Media, Organic (SEO)
Social Media.
Outcome:
You have managed to automate the conversion process from an interested user to a customer. You spent a few hours creating the emails and designing the Drips campaign, leaving it running for months without human supervision, and constantly generating sales. Imagine the savings in time and money and increase in ROI.
By automating processes in steps Promotion, Acquisition and Activation, you have successfully converted users who did not know about your product to customers who have already made a purchase.
Focus your human efforts on understanding your customers, what they need, and improving your strategy. Let Go4Clients and your CRM do the heavy, operational work 24 hours a day, 7 days a week without human error.
Process in Go4Clients:
The processes described below use Email exclusively, but can also be executed using SMS, calls or combining the 3 media, which can dramatically increase conversion. The possibilities are limitless.
Welcoming
At this point the user has registered but has not made the first purchase. The strategy is to create a series of welcome emails presenting the benefits of the product or service.
Normally welcome emails have a very high opening rate (60%). Use this to your advantage, displaying the most relevant information for your client.
Example:
Onboarding
The user has already received the welcome messages and it is time to send more information that encourages them to make the first purchase. The difference with “welcoming” is that at this point, you should already have more data on each client in the CRM. Use this information to your advantage to create more targeted segments and communications and create a sequence of emails, with one-on-one information from your customers.
Example: You want to speak to a person who came from a marketing campaign. Thanks to this person's interaction with your website, you know that he/she works in a Collection Agency, which is located in Florida and visited the Bitcoins payment page. Why not send emails that talk about marketing for Florida collection companies and payment facilities with Bitcoins?
We are talking about micro-personalized or one-to-one communication. Achieving this with Go4Clients is very easy. Segment the information you have about this type of users in a single list. This segmentation can be done automatically by your CRM or Go4Clients. Example:
- Vertical: Marketing
- Industry: Collections
- Location: Florida
- Visited Pages: www.go4clients.com/bitcoins
Now, use Go4clients to create an automatic sequence of emails with content relevant to this audience. Example:
- Email 1:Success stories of Collections companies in Florida, using Go4.
- Email 2:Payment facilities with Bitcoins, for Collection companies in the USA.
- Email 3: Go4 use cases, for Marketing professionals in the US Collections industry
Lean on your sales team or UX to create a “Customer Persona” and start by designing email sequences for them. Your competition will be targeting many segments, instead you will have a clear strategy aimed at the audience that interests you.
Purchase
The objective is to achieve increased sales and customer loyalty. Your customers are already receiving accurate information, on a one-to-one level. Now, it is key that you invite them to purchase your products. There are two ways, through product interest or average purchase.
For product interest: If in your CRM you have the history of pages visited by your user, start by sending template emails, adding product prices or promotions for a limited time. This will create a sense of urgency.
Create a mail sequence, using a commercial hook. The sequence of emails will be:
- Email 1 (day 1): Start by offering the product, with the price included.
- Email 2 (day 3): Offer the product with x% off, for a limited time.
- A countdown timer works great!
Integrate other channels such as:
- SMS
- VOICE
- Landing Page
Landing Page
For mobile devices, create landing pages in minutes with Go4Clients, where you get more user data. Also, thanks to the integration with your CRM, you can save this information in your CRM and have more information about your client.
SMS
To increase the sense of urgency, design with Go4Clients an SMS flow that directs to a registration landing page. As soon as the person registers, to receive their gift, an SMS will automatically arrive with a coupon for a limited time.
Remember that SMS has a 90% read rate within the first 3 minutes. Take advantage of this to generate greater urgency.
4. Retention
Retention is about keeping your customers active, purchasing your services over time.
Where it starts:
You already have purchases from your customers, however they are sporadic, unique, or declining.
Initial Data (Inputs)::
Use the database of people that I generate in the Activation. They are the people who already made their first purchase and the data was stored and segmented in the CRM.
Goal:
Manage to increase the frequency and amounts of purchases from your current customers.
Go to the Loyalty stage.
Media:
Database Channels (Email, Sms, Voice)
Paid Media, Organic (SEO)
Social Media.
Outcome:
You have managed to automate the process to increase the frequency and amount of purchases. You spent a few hours creating the Emails, SMS and Calls, and designing the Drips campaign; leave it running for months without human supervision, and constantly generate sales. Imagine the savings in time and money and the increase in ROI.
By automating processes in steps Promotion, Acquisition, Activation and Retention, you have successfully converted users who did not know about your product to customers who are shopping regularly.
Focus your human efforts on understanding your customers, what they need, and improving your strategy. Let Go4Clients and your CRM do the heavy, operational work 24 hours a day, 7 days a week without human error.
Process in Go4Clients:
The objective is to publicize your products or services in their entirety since clients usually acquire only a few products or services of the wide variety that may be useful and available to them.
The sine qua non condition is to advertise all the uses that your products have with current customers. This strategy is known through automated flows (also known as nurturing).
Send a communication to your customers by inviting them to a webinar or virtual chat, in which you will be able to fully convey the full advantages of your product. This generates empathy and loyalty with your clients by putting yourself in their shoes.
Temporality Campaigns
Surprise your customers with automated messages from Go4Clients via SMS, VOICE or Email, for important dates of the year such as:
- Birthday
- Christmas
- Easter
- Holidays etc.
- Mother's Day
- Planet day
This communication shows a more human face of the company and generates an emotional connection between its customers and the brand.
Example: Schedule an automatic SMS 2 Way (two-way) flow, which triggers on your customer's birthday. Send an email, saying that you have a gift for them, take this opportunity to try to collect more valuable data.
In response to the SMS, the customer will receive a discount or a bonus.
Tip: There are pages where you can recreate the voice of a celebrity, without infringing copyright rules. Imagine receiving a birthday message, in the voice of one of your idols. This sequence is done only once in Go4Clients and will be active for all the records of your CRM.
5. Loyalty
Loyalty seeks to increase revenue per customer over time, and for customers to become brand ambassadors (refer).
Where it starts:
You already have a significant number of clients, but they do not grow or manage to increase income over time.
Initial Data (Inputs)::
Use the database of people who come from Retention. They are the people who are shopping regularly and are stored and segmented in the CRM.
Goal:
Increase your customers' transactions
Increase brand presence through referrals.
Media:
Database Channels (Email, Sms, Voice)
Paid Media, Organic (SEO)
Social Media.
Outcome:
You have managed to automate the "loyalty" and "referrals" process to increase the consumption of your clients and even get more clients. You spent a few hours creating the emails and designing the Drips campaign, leaving it running for months without human supervision, and constantly generating sales. Imagine the savings in time and money and the increase in ROI.
Focus your human efforts on understanding your customers, what they need, and improving your strategy. Let Go4Clients and your CRM do the heavy, operational work 24 hours a day, 7 days a week without human error.
Process in Go4Clients:
Generate automated flows to your frequent customer base, with strategies to:
- Referrals
- Point system rewarding purchases
- Unique discounts for VIP clients
- Cross sales or complementary products
- Reinforce your presence and actions on social networks: Form a community with them.
Keep in mind that these customers have less price friction since they know their products and/or services. If you deliver on your company's initial value promise, your customers will be more likely to buy products or services that complement those you use.
Referral strategy
When one person refers another, there is an increase in the probability of buying the product by more than 60%. That implies a powerful increase in your income and ROI. Create a sequence of messages that encourage your customers to refer others, in exchange for rewards in your company.
Create rewards by encouraging the use of products that your customer does not currently use. Therefore, it is necessary to use your CRM and Go4Clients, to offer different promotions, depending on each client. This will make your customers know more about your products, increase its use and increase your new customer base thanks to referrals.
Product improvement
When you are creating improvements to your website or products, create automated survey campaigns (Net Performance Score) via VOICE, SMS or Email in Go4Clients, in which you give privileged access to the most active users (such as previews of new products), as a reward for their activity, and seek to support improving these products based on their surveys.
You will be creating automatic communication flows where you will be an integral part of your clients, in the development of the product, generating a connection between client and company.
By automating processes in steps Promotion, Acquisition, Activation, Retention and Loyalty, you have managed to convert users who did not know about your product to customers who constantly buy and refer new customers.
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Go4Clients 2020 © Copyright
Powered by Telintel LTD.