Perhaps, what your company needs is a social media CRM strategy

Does your company need a CRM strategy?

Social CRM platforms can be a powerful tool for businesses, unifying teams and creating better customer experiences. And a social media CRM strategy is necessary for social media management and business in general.

Customer Relationship Management (CRM) remains a popular solution to help salespeople stay ahead of deals and customer issues. But now it is also evolving to become a key driver of marketing and outreach for companies, as well as a key source point for sales data.

Customer Relationship Management (CRM) remains a popular solution to help salespeople stay ahead of deals and customer issues. But now it is also evolving to become a key driver of marketing and outreach for companies, as well as a key source point for sales data.

What is a social media CRM strategy?

A social media CRM strategy, or Social CRM, is the process of integrating social media channels such as Instagram, Facebook, Twitter and LinkedIn with CRM platforms. Here are some characteristics of this strategy:

  • Customer profile analysis: to have a better understanding of the target audience in social networks.

  • Sentiment analysis: to gain insight into how the target audience feels about any issue.

  • Social listening: to monitor conversations within the industry and identify pain points and options.

  • Social media management: to improve brand awareness and loyalty.

  • Social selling: to build strong relationships with customers on social networks and increase long-term sales.

By linking your social media presence with your CRM data, you will have a more complete picture of your customers. In addition, you will also be able to convert your followers into real leads.
Do you need more reasons to begin your social media CRM strategy? We have them.

You are missing important data

With the introduction of social media, companies can better collect customer data and track online behavior through open social channels.

A social media CRM strategy combines social data with a company’s existing CRM software to provide a complete picture of an individual’s online behavior.

As you accumulate this data, you can specifically analyze the percentage of requests your team responds to (productivity) and the amount of time it took to respond to those requests (efficiency). In addition, as you analyze and review the data, you can compare productivity, efficiency and expectations to adjust your CRM tactics as needed to suit the needs of your clientele.

This way, you can deliver more personalized and relevant content, increasing the likelihood of taking meaningful action, such as making a purchase or subscribing to a website.

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It can be overwhelming to keep track of information manually

Social CRM focuses more on the customer and the dynamic changes in prospects’ online behavior, and less on pre-defined processes, as is the case with traditional CRM.
The only shortcoming of traditional CRM is the lack of synchronization. Contact data is recorded once and updated manually at random intervals, so the chances of miscommunicating your message are higher. In this case, social media management gives Social CRM real-time records created by customers, so you’re always up to date.

Automations save you time and effort

Having a social media CRM strategy is easy because you can automate it. You don’t have to track all the mentions manually. In fact, you wouldn’t be able to do it even if you wanted to if your company has a high interaction rate. The risk of missing one or two mentions is too high and ignoring your customers can have negative long-term consequences.

If you don’t want this to happen, consider using a CRM tool.

How to start your social media CRM strategy in 3 steps

Now that you know what Social CRM is and what it’s all about, you may wonder how you can put it into practice to align your social media and customer service strategies. Take a look at the following three-step guide.

1. Select the best CRM

While you can have active profiles on every major social channel, it’s important to invest in good software specifically designed to manage your customer care center. Your choice depends on your niche and where your customers are most active.

Zoho CRM has an intuitive, easy-to-use interface and is ideal for tracking and managing outstanding data. With this tool you will be able to collect all customer service conversations so your support team can easily prioritize and manage requests.

Zoho CRM allows you to reach customers through all channels: mobile, email, live chat and social media. You also receive real-time notifications when customers interact with your company.

2. Automate workflows

Automation further simplifies the process in which a Social CRM platform tracks conversations, complaints and comments. Most tools allow you to set up hashtags and keywords to monitor positive and negative comments, make company name mentions and more.

You could track relevant industry keywords, your brand name, misspellings, other keywords and hashtags for your company. Make use of the power of automation to reduce time spent nurturing leads and make customer service teams and workflows more efficient.

3. Integrate your CRM strategy with your communication channels

This step to start your social media CRM strategy has to do with evaluating quality over quantity. Instead of connecting all your communication channels at once and trying to design a “super complete” strategy, the best thing to do is to analyze your social media and audience data.

By starting your Social CRM strategy with one or two channels, you’ll be able to maximize your time and effort to generate solid results. Keep in mind:

  • Think of Facebook as the world’s largest social network that can provide access to a larger audience.

  • There is not yet a professional networking and B2B marketing hub as large as LinkedIn.

  • Many companies choose Twitter as their primary social customer service platform because it’s fast, easy to use and the character limit forces support requests to get to the point.

Regardless of the platform you choose, make sure all your customers and followers know how to contact you for assistance. Include links and information on your social profiles, website and other marketing materials.

En resumen

Los clientes ya usan las redes sociales para quejarse, felicitar y hacer preguntas. Es natural que las empresas se reúnan con sus clientes en estos espacios y aborden cualquier problema de servicio al cliente lo más rápido posible.

Integrating social media with a CRM is a great idea for all companies, even the smallest. Your social media team can get a better view of your customers to tailor your marketing strategy accordingly through a social CRM.

If you want to learn more about social CRM strategy, download our free eBook on Zoho and WhatsApp.

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