CRM is not an exact science. It’s often a delicate balance between strategy, technology, and tool. However, some marketing techniques can make a difference and make a mark. “There is no miracle recipe: it all starts with the client!” says Estelle Ballot, International Marketing Professional and creator Marketing podcast.
Enter the customer’s head
If there is a basis, it could be this: knowing and understanding your customer above all else. ” You have to ask yourself who your ideal customer is, the one who has the best chance of buying what I offer, Estelle Ballot exposes. This method makes it possible to target a type of customer without limiting the audience. »
The decision to purchase a product or use a particular service is based on factual elements, but not only. “There is an emotion, Little Estelle Ballot. We must not neglect the psychological dimension of its customers, from its goal. »
To enter into the mind of his client and better understand the expectations of his target, Nina Ramin, Author and trainerNetwork investigation is underway. Who is he dating? What is he looking for? “I can get information from a client’s profile, from discussion groups and decide what questions they are likely to ask, Nina Ramen, who created a bootcamp to help women get started on LinkedIn, details her favorite network. It is also possible to interview their clients to find out their problems. »
Thorough knowledge of your customer makes it possible to activate interesting tools for differentiation: building and feeding a content strategy, customizing the relationship with the customer, etc.
See the customer as their best sales team
Customer acquisition is a legitimate task, if not… vital! It’s even the nerve of war! Without clients, there is no turnover. However, this should not overshadow those who have already entered your customer base. There is an old marketing saying that a highly satisfied customer will talk to three people, while a dissatisfied customer will talk to 12… The bottom line? We never leave a satisfied customer in the corner!
First, because a customer who is happy with a service or product is the first step toward building loyalty. Then, because they are “Our best sales teamEstelle Ballot insists. No one will sell better than someone who has already bought and is satisfied with their purchase. You have to turn your customers into ambassadors, pamper them. They will reassure the potential customer and overwhelm the hesitant. » Word of mouth, reviews on the site, comments on social networks … you have to encourage them to testify. An engaged customer can feel involved and speak spontaneously about their satisfaction. Establishing and maintaining this commitment means creating high-quality interactions with the client.
Personalizing the relationship with the client
In the digital age, it is important… to “humanize”, to make the customer experience “unique”. It is possible to rely on a file Number of tools and techniques Which helps to personalize and adapt his speech. This is especially the case with CRM software, which makes it possible to record valuable data such as purchase history, exchanges, etc. or Customer Data Platform (CDP) technology, which provides the ability to segment, target and customize marketing campaigns in order to improve customer relationships.
Automating certain tasks saves valuable time Estelle Ballot reports, noting the tools that make it possible to initiate tasks such as sending SMS, email, etc. According to predetermined scenarios, determined by customer behavior. Young woman using tools which automates actions by linking the different applications that you use on a daily basis … in the dashboard of the so-called “Marketing automation(or marketing automation), there are, for example, solutions for sending welcome emails after subscribing to a newsletter, or displaying personalized pop-ups, in short, targeted marketing campaigns, thanks to a detailed analysis of consumer behavior. Note, however, that under the new law General Data Protection Regulation (GDPR), it is necessary to obtain the consent of Internet users under penalty of penalties (popular cookies must be accepted when you land on a site!).
Another interesting way: Chat modules that can be integrated into your site to interact with the customer, such as Olark where iAdvize. Estelle Ballot encountered this when she installed a module on her website: “Direct interaction with a person is a very good way to improve your relationship with clients. I have a high conversion rate through this. Despite everything, this breaks the somewhat cold digital approach at times.”
Focus on high quality content
For Estelle Ballot as well as for Nina Ramen, it is difficult today to ignore CRM internal marketing (inbound marketing). Unlike outbound marketing (outbound marketing) which aims to find the customer, inbound marketing brings the customer to you. How ? By creating a file Content strategy believed to his characters. “Inbound is first and foremost about making yourself visible and making yourself known through free, high-quality content that is distributed on social networks in particular, on your site, etc.”, Summarizes Nina Ramen, who has amassed at least 1 million views per month on her Linkedln posts.
Choosing a social network is essential and will depend a lot on its purpose and content. What does not differ, however, is the quality and regularity of the content offered. “It has to have value for the customer and give them an answer. Our customer must be able to draw on our experience so they want to come back to read us. If the networks work well, they go further and sign up for our newsletter for example “, Follows author, author Several newsletters.
Social networks have largely democratized inbound marketing. The investment is ultimately relatively small if you write the content yourself, but you have to make the time for it. Because it is a long term strategy.
Embodies your brand
Nina Ramen posts content every day on one of three topics she holds dear and resonates with her clients (80% of whom are women): writing, entrepreneurship and feminism. “I found my personal monopoly through these three unmentioned subjects in the same universe. I asked myself very quickly what would distinguish me from other professionals in my sector”
Developing a very strong personal brand makes it possible without a doubt to stand out from the competition. Embodying one’s own values and vision is an approach that allows the individual to engage the client, to share the story. And Nina to conclude: “We all have a story. It’s rare for a company founder to do this by accident….” In short, the relationship with the customer is a smart mix of soft and hard skills, feel free to use your empathy, business experience, and best tools to work on your personal brand and partnerships!