The benefits of CRM Marketing and the impact on SEO

CRM marketing is a powerful strategy that helps companies optimise their customer relationships while improving their SEO performance. In this article, we discuss what CRM marketing is, its benefits and how it can contribute to better findability in Google.

Key insights

• CRM marketing focuses on optimising customer relationships.
• Using CRM software can improve customer service and marketing campaigns.
• A good CRM system can contribute to better SEO results.

What is CRM Marketing?

CRM stands for Customer Relationship Management, which means customer relationship management in Dutch. In CRM marketing, the customer is at the centre of your marketing strategy. The aim is to maintain and optimise the relationship with existing customers. This is achieved through close cooperation between marketing, sales, after sales and customer service.

The benefits of CRM Marketing

CRM marketing offers numerous benefits for businesses. Below, we discuss some of the most important benefits:

• Customer relationship management: A CRM helps manage and improve relationships with customers, which can lead to higher customer satisfaction and loyalty.
• Improved customer service: By having a complete picture of customer interactions, CRM can help provide better and more personalised customer service.
• Targeted marketing campaigns: CRM provides valuable insights into customer preferences and behaviour, allowing companies to run targeted and personalised marketing campaigns.
• Increased sales productivity: CRM can help streamline sales processes and increase sales team productivity.
• Better internal communication and cooperation: CRM can help improve internal communication and collaboration by providing a central place where team members can share and update customer information.
• Data analysis and reporting: CRM tools offer comprehensive data analysis and reporting capabilities, allowing companies to gain valuable insights into their performance and make more informed decisions.
• Automation of marketing tasks: Many CRM tools offer automation of routine tasks such as e-mail marketing, which can save time and effort.
• Improved uptake and conversion: By better understanding customer needs and behaviour, CRM can help improve product and service uptake and increase conversion rates.
• Better understanding of customer behaviour and preferences: CRM can provide valuable insights into customer behaviour and preferences, which can help in making better marketing and product decisions.

CRM Marketing and SEO

A good customer relationship management system can help companies make use of the information they have about customers. Especially in the field of consumer behaviour, companies can increasingly benefit from CRM software. This is also known as Social Customer Relationship Management (SCRM). Here, you connect the CRM process to a social media site such as Facebook or Twitter. Increasingly, CRM systems, social media and SEO are being integrated with each other.

A good customer relationship also tends to make customers return to you and purchase from you again. Customers are also more likely to comment positively about your company. By now, we do know that this increases the relevance of your site, which in turn directly affects your website's SEO.

What is an SCRM

SCRM (Social Customer Relationship Management) is an extension of traditional CRM that integrates social media into the customer relationship management process. SCRM combines CRM functions with data and interactions from social media platforms such as Facebook and Twitter. This enables companies to gain a broader and deeper understanding of customer behaviour and preferences using social media interactions, allowing them to better address their customers' needs and expectations.

Examples of CRM and SCRM systems

Here are some popular Customer Relationship Management (CRM) and Social Customer Relationship Management (SCRM) systems that help companies manage and optimise their customer relationships:

Salesforce Social Studio:

Salesforce Social Studio is a comprehensive solution that helps companies monitor, publish and analyse social media. It integrates seamlessly with Salesforce CRM to provide a complete picture of customer interactions.

HubSpot:

HubSpot offers an integrated CRM solution with strong social media features. It allows companies to schedule, monitor and analyse social media posts, and link this data to customer profiles in the CRM system.

Zoho CRM:

Zoho CRM offers a Social CRM module that allows businesses to track and manage social media interactions. It helps integrate social media data with customer profiles and provides tools for social media monitoring and engagement.

Sprout Social:

Sprout Social is a social media management tool that also offers CRM functionalities. It helps companies manage customer interactions via social media and offers extensive reporting capabilities.

Pipedrive:

Pipedrive is a visual and user-friendly CRM system that focuses on sales management. It helps sales teams manage their pipeline and track deal progress.

Nimble:

Nimble is a SCRM system that integrates social media data with traditional CRM functionalities. It helps companies collect customer information from various social media platforms and use it for targeted marketing and customer service.

Hootsuite:

Hootsuite is a popular social media management tool that also offers CRM functionalities. It allows companies to manage, monitor and analyse social media interactions, and link this data to customer profiles.

Zendesk Sunshine:

Zendesk Sunshine is a CRM platform that integrates social media data to provide a complete picture of customer interactions. It helps companies manage and analyse customer queries via social media.

Microsoft Dynamics 365:

Microsoft Dynamics 365 provides an integrated CRM solution with strong social media features. It helps companies manage and analyse customer interactions via social media, and link this data to customer profiles.

Oracle Social Cloud:

Oracle Social Cloud provides a comprehensive solution for social media management and CRM. It helps companies manage, monitor and analyse social media interactions, and integrate this data with customer profiles in the CRM system.

SAP Customer Experience (SAP CX):

SAP CX, formerly known as SAP C/4HANA, offers a comprehensive set of CRM solutions for sales, service, marketing and commerce. It is suitable for large companies and integrates well with other SAP products.

Copper:

Copper is a CRM system designed specifically for integration with Google Workspace (formerly G Suite). It is user-friendly and ideal for small to medium-sized businesses already using Google products.

Keap (formerly Infusionsoft):

Keap offers a CRM solution aimed at small businesses and self-employed people. It combines CRM functionalities with marketing automation and e-commerce tools.

These SCRM systems help companies get a holistic view of their customers by combining traditional CRM functions with social media data, leading to better customer relationships and targeted marketing strategies.

Data analysis and reporting:

CRM systems offer extensive data analysis and reporting capabilities. By regularly monitoring and analysing SEO performance, companies can adjust and optimise their strategies for better results.

Content distribution:

SCRM systems make it easier to share and promote content across different social media channels. This increases content visibility and can lead to more shares and engagement, which in turn contributes to better SEO.

Getting more out of SEO?

Want to know more about how to improve SEO? Then check out these articles:

• SEO vs SEA: what's the difference? - Discover the differences between SEO and SEA and how to use both for your marketing strategy.
• Why is content important for SEO? - Learn why content plays a crucial role in your SEO strategy.
• What is an effective marketing strategy? - Discover the elements of a successful marketing strategy.
• Google Tag Manager and SEA: a powerful tandem - Learn how to use Google Tag Manager in conjunction with SEA for better results.
• n a w data - Understand the importance of accurate NAW data for your marketing efforts.

Frequently asked questions (FAQ)

• What is the difference between CRM and SCRM? - CRM focuses on customer relationship management, while SCRM integrates this process with social media.
• How can CRM help improve my SEO? - Through better customer relations and more targeted marketing campaigns, CRM can contribute to higher relevance and better SEO results.
• Which CRM software is best for my business? - It depends on your specific needs and budget. Popular options include Salesforce, SAP, Oracle, Netsuite and Nimble.
• How can I get started with CRM marketing? - Start by choosing an appropriate CRM system and make sure all relevant departments within your company work together.
• What are the main benefits of CRM marketing? - Some of the key benefits include improved customer relations, better customer service, targeted marketing campaigns and increased sales productivity.

Conclusion

Putting the customer relationship at the centre of your marketing strategy is a wise choice. It is not only about bringing in new customers, but also about maintaining and optimising the relationship with existing customers. By using CRM software, you can gain valuable insights and better tailor your marketing efforts to your customers' needs. This will not only lead to higher customer satisfaction and loyalty, but also to better SEO results.

Want to learn more about SEO and how to improve it? Then visit the Beginner's Guide to SEO of Moz or the SEO Starter Guide From Google.

Get started with SEO and CRM marketing today to take your business to the next level!