Building Bridges Between CRM and Social Media
What is social CRM? There are many skeptics out there, but one thing’s for sure. Social CRM is NOT a gimmick. Social CRM simply adds a social scope to the way you view and service your customers and your relationship with them.
Why is social CRM important? We’re certain you’re familiar with this scenario: The marketing department diligently tweets, and posts on Facebook, YouTube and other social media sites – all meticulously crafted to maximize your company’s reach to encourage sharing, retweeting and reader engagement. But no one responds.
In looking further, you see that your clients are all over Facebook and Twitter, chatting about your company … complaining, recommending, or even trying to contact you. But, they’re not hearing from you. So, how can you bridge that gap?
This is where social CRM comes in. A CRM platform that integrates social media allows you to access the same level of awareness you have for more traditional channels, plus the ability to use social tools for communicating internally. This will allow you to monitor and track social media communications using familiar tools, dashboards, and metrics.
With social CRM, your customer can be at the center of your company. You’ll no longer have to force them to use your preferred channel; nor will you lose track of matters when they move to other channels. In fact, you’ll be able to continue to stay involved and answer their questions in their preferred way, without losing your ability to track and manage communications; and all of this on a worldwide scale! You’ll have the best of both worlds: an extensive summary of your brand’s influence and reach, and a detailed view of each client interaction.
Social CRM allows customer service, marketing, and sales to benefit from a more dynamic, comprehensive representation of each individual customer, and uses social tools to interconnect between themselves. The cost of taking care of customers will decline. Your customers will view your company as one that listens to their needs and replies in a manner that suits them, AND across multiple channels. It’s a win-win situation!
If you would like to know more, please contact us.
When you stack magnets, their power is exponential.
Stacking Magnets
Think about your best clients and what actions they took when first buying from you. Build magnets based on these actions. Here are examples of how to stack magnets:
Fractional CFO Service Company
- TOFU – Cash-Flow Forecast Template for Founders.
- MOFU – 3-part email class on “Scaling from 500K to 5M using videos.
- BOFU – Free 30-minute “Financial Check” with a 90-day pilot option.
. Residential HVAC / Plumbing Contractor
- TOFU – Seasonal Maintenance Checklist to Avoid Breakdowns
- MOFU – Educational videos on “What To Check Before Calling For Help.
- BOFU – Free home system inspection plus a discount on annual plans.
Specialty Retailer or E-Commerce Shop
- TOFU – “Find Your Perfect Product Style” quiz with personalized recommendations and a small first-order discount.
- MOFU – How-To Guides, Lookbooks, and Comparisons
- BOFU – Limited-time starter kit, cart-abandonment coupons, and free shipping.
This “magnet stack” approach—clear value at each stage, linked to your core offer—will pull the right prospects from curiosity to commitment.
Getting it Done
Apex Advisory Group, a professional services firm, had four sales reps plus the owner selling and servicing clients, but deals were inconsistent and follow-up was ad-hoc.
Apex engaged CCC, www.cccsolutions.com, to help build their sustainable sales pipeline. The team focused on the ideal client’s journey, selected magnets, and created a sales process to manage prospects. The magnets were:
- TOFU – Risk and Readiness Checklist.
- MOFU – Quarterly Webinars and Case Studies
- BOFU – Business Circle Invitation
CCC set up X2CRM to segment, track, and reach prospects and remind salespeople to follow up. At every stage, the CRM captured new information and responded based on specific prospect actions.
Apex Today
Apex now has a repeatable sales engine: Their magnets consistently attract new prospects, X2CRM nurtures and scores them, and the sales team focuses its energy on the best opportunities.
With CCC Solutions guiding strategy and configuration, Apex built a sustainable, measurable pipeline that increased sales while reducing the chaos of manual follow-up.
