CRM Best Practices: Workflows and Maintenance

Welcome to the third and final installment of our CRM Best Practices series.  These articles walk you through how to evaluate, setup, and properly use your CRM software. If you missed the first article, then you can get started with your CRM evaluation. The second article includes valuable tips on CRM user best practices.

This article covers important tips for your CRM workflows through both initial setup and recurring maintenance of your database. These tips can help the growth of your business and improve decision making.

 

What is a Workflow?

A workflow is simply a routine or recurring process used to get the best results in the most efficient amount of time. It can be illustrated as a series of steps in a diagram or a checklist showing what needs to be completed and the sequence.

Read more about marketing workflows in this previous article: Creating a Marketing Workflow

 

A key piece of your CRM workflows is starting with a detailed CRM...

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CRM Best Practices: Evaluating Your CRM Setup

When you first begin using a CRM platform (such as Zoho, Keap, Hubspot, or Salesforce), the ideas seems simple enough - get all of this information from my spreadsheet of contacts into one place.  Then you begin learning about all of the cool features such as email templates, workflows, and integrations with other software you use. Shiny object syndrome may hit you. We've all been victims to it before, so you're not alone. 

Over time, that shiny CRM platform becomes... well, a mess. And using it slowly shifts into the category of "tools I should use, but generally avoid." When you hit this point, it's time to evaluate. Either have someone else in the company take on this task or hire a third-party marketing consulting. As the primary user, it can be difficult to honestly evaluate your CRM. 

CRM Best Practices Guide

We've put together a series of articles that will walk you through how to evaluate your CRM. This is the first article in the series where we will...

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Tips for Better Client Relationship Management

How do you define Client Relationship Management (CRM) in your business? What does it look like in your day to day operations? 

 

Leads and Prospects... the Strangers in Your Business

First, let's talk about your leads. Rather than focus on how you generate leads in this article, we will review what to do once they are in your database or CRM software to nurture and develop those leads.  Consider the sales process as being similar to making a new friend or dating - it is important to have that mindset at this stage of the client relationship. 

 

1. Communicate Based on What You Know 

The first email or phone call made to connect with a lead should be relevant to any inquiry made by that lead. Just like on a first date, you start from what you know. If that lead came in from a whitepaper he download, then (logically) you want to follow-up to check in to see if the information was valuable and answer any questions. That is quite...

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Happy Holidays from Beckmann Collaborative

Whether you celebrate the holidays or not, it's hard to deny the magic that is in the air this time of year. There seems to be more hope, joy, and gratitude than usual. It's an ideal time to reflect on the year coming to a close and recognize those who have supported you in one way or another. 

Thank you to our growing community of clients and partners. As we reflect on our year, it has been filled with the good fortune to have relationships with incredible people and businesses.  We wish all of you a very happy holiday season filled with love, joy, and prosperity. 


What Goes Into Your Business Holiday Greetings?

If you're thinking about the best way to show your gratitude and spread the holiday cheer, then consider what works best for your customers or clients. If you serve other businesses, it can be as simple as a hand-written note. You do not need to send something that is extra unique or clever for a holiday greeting to be effective. Your goal is to...

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CRM Strategy and Getting Started with Zoho CRM

UPDATED August 31, 2020

If you are currently shopping around for the right CRM System, chances are that you already understand the value of customer relationship management. Right? 

Do you have a clear plan or strategy for HOW your company will use Zoho CRM in your business? New technology is fun and the idea of automating processes is very appealing. The hitch is that the planning work needs to be handled before you start importing contacts and setting up automations / workflows. 

If you have already created a CRM Strategy, then jump down this page to the "Intro to Zoho CRM" section.

 

Offer Value. Listen, Watch and Ask.

Clients often ask me how to write social media posts that will connect with their customers or emails that will get high open rates from a strong subject line.

The first thing I tell them is to be sure they are offering something of real value. When you are offering value through your marketing, it is the best way to...

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5 Reasons You Need a CRM Strategy

What is a CRM?

CRM stands for Customer Relationship Management. This term is used by sales teams to describe contact management for leads. Among high-tech marketers, it usually refers to the software or systems used to manage relationships. 


    Before you jump into a CRM software, remember that first and foremost CRM is a part of your sales and marketing strategy. If your goal is to grow long-term relationships with customers and prospects over time to increase revenue and lifetime value, then you are seeking a smart CRM strategy. Everyone has a different bend on what CRM Strategy means - ranging from personalized communications to retargeting email ads. At the end of the day, CRM is all about how you can optimize Customer Relationships to maximize your sales.

 While I could go into all of the logistics behind why CRM is vital to your business. Today I'll keep it simple by sharing with you 5 simple reasons that a customer relationship management...
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Conversion Conversations

UPDATED: August 31, 2020

Conversion from a lead into a customer does NOT require magic or manipulation. There are many misconceptions about what a conversion is and how to measure it. Before we get into the how, let's define conversion. 

 

The traditional definition of conversion is the process of changing or causing something to change from one form to another.

 

A marketing definition of conversion is getting a potential customer/client to respond to your call-to-action. When marketers talk about conversion, it often relates to views, clicks, likes, and paid transactions.

 

One example of a marketing / sales conversion is getting someone to open an email, while another may be someone making a purchase. 

 

I thoroughly appreciate Steven Wong's comment about conversion conversations when he writes:  "Imagine leaving the corner store with a carton of milk, only to have the store clerk follow you down the street into other shops...

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Customer Retention Strategies for Small Businesses

Keeping a good friend is a lot easier than making a new one, right?  The same goes for customers / clients. Maintaining your existing customer relationships is less expensive and has a better return on your investment. While it's important to put energy into your "top of funnel" efforts to find new people, I would argue that it's MORE important to work on customer retention strategies.

 

Creating a Customer Retention Strategy

The biggest challenge for many companies looking at their customer retention is where to begin.  Here are 5 practical customer retention strategies you can use to keep your existing customers happy over the long-term and increase your profits.

 

1. Customize Your Content Strategy

Speak / Write to your existing customers like you know them - because you do! No one wants to feel like another number, so create customized messaging for your customers based on their history with you.

If you know about their purchase history, then send an email...

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An Introduction to Content Strategy

Honesty. It's a word that so many of us claim to live by and be a reflection of our lives. And yet, business owners sometimes forget the importance of honesty when promoting their brands. While marketing is often tied to the idea of stretching the truth, padding the truth, or "making it sparkle" to sell, that is not Good Marketing.  Business owners aren't trying to be dishonest by marketing their brands. The Man Men era of advertising taught many people that it is necessary to "trick" consumers into buying from us - and it's simply not true.

Business Owners and Marketers: You have the power to end this ridiculous way of thinking starting here and now.  No one wants to be tricked into buying anything, because they end up feeling deceived and angry later. 

Our goal as business owners is to offer a valuable product or service to the people who want and need it. That's it. Authentic marketers understand this idea and we run with it by offering value using...

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Lead Generation and Funnel Basics

What's Your Lead Generation Plan?

While I love content marketing, storytelling and expressing business concepts through the written word and images, it’s all useless if you haven’t laid out a lead generation plan for your company. The phrase lead generation can seem overwhelming to non-marketers. I assure you that there is nothing to fear. Here is a quick-start guide to your lead generation plan and understanding a common "marketing funnel" in action.

  

Quick Start to Lead Generation

Creating Awareness About Your Company / Product / Service

This is the step you are most likely doing right now. When you publish a blog, publish a post on social media, attend a conference, or speak at an event, you are creating awareness of your company / brand. Make the best use of these tactics. When it comes to website content and social media, allow readers to subscribe to get updates. This can be done with an email newsletter or using an RSS Feed.

...

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