In the world of eCommerce, about 3 percent of search traffic converts into paying customers.
Compared to the average conversion rates for direct traffic (2.93 percent) and social (1.81 percent), that’s not too shabby.
But as marketers, we’re never satisfied with ‘pretty good’. We’re always looking for ways to increase those numbers. Today’s method? Teaching several of those traffic sources to talk to each other in order to increase their effectiveness.
Let’s examine what happens when you connect your Customer Relationship Management (CRM) system to your search marketing.
What is a Customer Relationship Management system?
A CRM is a program that helps manage customer data. It absorbs information about customers and their interactions with you, it organizes that data into actionable insights, and in so doing, it makes client management easier.
Popular examples of CRMs include systems like Salesforce, HubSpot, Pipedrive, and Accelo.
What does a CRM Do?
Every click, phone call, email and web page visit a customer makes can be collected and summarized by a CRM. This creates a complete picture of the customer’s journey from what would otherwise be scattered and confusing data points.
Someone on a sales team could open the CRM and quickly see that John Smith found your business by searching it online two years ago, scanned your site and bought a discounted product, and has been a loyal customer ever since – opening up most of your emails, making repeat purchases, and even leaving positive reviews for your products.
That sales team member could also take a wider view and look at, on average, where all your best customers come from. Search? Social? Display? Or what demographics make up your best customers. Affluent millenials? Married men? Retirees? This helps your marketing team to make smart decisions about where to put your ad dollars.
Why Pair a CRM With Your Search Marketing?
By integrating a CRM with you search marketing efforts, you can use all that valuable customer data to make your search marketing smarter.
You could leverage an audience’s demographics to send highly targeted search ads, for example. Or use your CRM to create a list of long-time customers, then target that list with search ads offering a VIP discount.
In order to stand out amongst all the noise in today’s bustling online space, you’ve got to appeal directly to your customers. Gone are the days when you could splash your USP’s across all your target keywords and wait for the clicks to start rolling in. No longer can you afford to be satisfied with a positive ROI on search ads. You’ve got to dig deeper, find out exactly where that profit is coming from, and find ways to optimize your campaigns in those areas.
This is why savvy businesses are connecting search and CRM – it’s a step in a smarter direction.
Ways to Apply CRM + Search
When you take the sophisticated data you’ve got on your customers and apply it to your search marketing, all kinds of juicy opportunities open up.
Here are a few examples of what you can do when you make that link:
- Offer ads for low-income vs. high-income customers
- Create a list of your most valuable customers and deliver search ads offering an upsell on your popular products
- Observe the actions your customers have taken (Made repeat purchases? Contacted customer service? Abandoned a cart?) and deliver highly segmented ads that address their specific needs and concerns
- Send geolocated ads based on the most recently visited shop location
- Leverage demographic info to send ads that appeal to a specific audience
These are just a handful of practical use cases, but the possibilities are limitless.
When your search marketing pays attention to customer data, you can also avoid some common advertising pitfalls that drive potential customers (or even loyal customers!) to your competitors.
- Avoid sending an enticing ‘new customer’ special to loyal customers who can’t use it
- Avoid hitting the wrong demographic with an ad that makes no sense to them – and potentially train them to ignore your future ads
- Avoid missing out on opportunities to double down on incentives that work, and customers that would have bought from you again
Clever marketing opportunities abound—but you can only take them by leveraging your CRM.
So how do you connect the dots? The answer varies depending on what systems you are using, but the key is to employ programs that are able to integrate with each other. The two main ingredients are your CRM and your search marketing ads manager.
Find an app or piece of software that can connect the two, and you’ve already won half the battle.
Here’s to Smarter Search Marketing
Higher conversion rates, better return on investment, smarter ads, and happier customers. That’s what it’s all about, right?
If you play your cards right, search marketing plus CRM data can provide all of the above. And now that you’re clear on the relationship between the two, you can start connecting the dots for yourself.
Crealytics provides retailers with paid search and shopping solutions via a proprietary technology and services platform. Find out how to get more from your campaigns here.