One method is through the integration of the social media platform and marketing efforts with CRM Solutions. Many CRM solution companies are also offering integrated social media CRM modules to address these needs. The integration of these systems provides the ability to transfer sales information between the marketing and sales departments enabling to increase campaign effectiveness and marketing investment can be enhanced.
While it would appear that these systems work well together in the traditional sense, they are also unique in their ability to track the social media presence of your customers. Social media platforms like Facebook, Twitter or LinkedIn for example are an excellent source for lead development – by data mining for those customers on these platforms it is possible to identify new leads through current customers’ contacts. These customers are most likely to know others similar to them and are an excellent source of lead generation for the sales units. By identifying in the marketing and CRM solution those clients who are influential on social media platforms, sales people have learned to identify prospects based on relationships to current customers.
Increasing number of companies are looking to these new social media to advertise their current products. Using social networks can introduce a product or service to an entirely new audience of potential customers. Again, customers who are brought into the company basket through these channels need to be identified as such in both the marketing and CRM solutions.
It is important to remember, that potential customers are using these outlets to look at your company as well. By posting articles on of interest on social media networks it is possible to attract customers who are already mining these sites for information. By tracking these posts in the social media CRM solution and marketing systems it is possible to analyze the effectiveness of these campaigns.
Which brings us back to the product, price, place and promotion paradigm – company’s still need the right product at the right price but the place and promotion have expanded to the world!