How Does Social CRM Help Nurture Leads?
Posted by Chris Tarango on Thu, Dec 01, 2011 @ 03:10 PM
If you have kept up with our blog, you already know that successful businesses have entered the online conversation through social media. They are building relationships and earning trust by meeting their target audiences on where they enjoy hanging out online. But all the leg work on social media falls short if companies fail to capture leads. To help organize the workflow of this new way of conecting with audiences, many companies are now using Social Customer Relationship Management (sCRM) as a regualr part of their strategy.
SCRM refers to the processes implemented by a company to handle its digital interactions with customers. Naturally, sCRM software is the vehicle used to support these processes, including storing information on current and prospective customers. For businesses learning to engage their audience using sCRM, its good to think of it as a business strategy first, and a software second. Simply using sCRM software will not bring new leads. However, harnessing these tools will help your company understand your audience and make it easier to connect with them.
The concept follows a customer-centric approach to business, meaning the client is at the center of everything. Today, there are online communities for almost every interest and networking opportunity. SCRM software will help you understand which networks your audience prefers, which gives some insight into their interests. Are your blog readers sharing your content on Facebook, or LinkedIn? The analytics tools that come with the sCRM software will tell you and help you adjust your communication practices.
SCRM External Value:
- new layer of customer intelligene
- tap into raw customer mindset: likes, dislikes, perceptions
- track and measure brand loyalty
- launch and measure campaigns
- infiltrate online communities/direct marketing
Internal Value:
- optimize internal workflow
- track, audit, and update information
- create transparency
- encourage and increase collaboration
- maximize productivity and efficiency
There are several sCRM suites available to bring order to your digital interactions with customers. Each is designed to help you engage with a 'smart' digital strategy. Are you using a sCRM in your communications strategy? How does your company use these tools to nurture leads?