For most businesses, their website is their main online hub where they hope existing customers and prospects alike will go to find out information about their brand and the products and services they provide. For this reason, it is of vital importance that you, as a business, know when customers are visiting you website as well as which sections they are looking at. This knowledge can help you to better understand what grabs consumer’s interest on your website and what you should be focussing your marketing communications towards and away from.
This is where integrating websites with CRM systems can become so useful. By linking your website with CRM systems such as SalesForce or Microsoft Dynamics you can track when and why consumers visit your website, improving your knowledge of what they are looking for.
What can integrating CRM do for you?
Simply put, the biggest advantage of integrating your website with your CRM system is the fact that it will store all the information you need about your customers that visit your website automatically without the need for you to manually input any data. This can help to streamline your sales process through the fact that leads will be delivered straight to you through the information gathered by the CRM systems linked up to your website. You can tailor your CRM systems depending on the needs of your company to gain access to such information as:
- The consumers name
- Their company
- Their email address
- Their phone number
- When they visited your website
- Which pages they looked at
- Any information that they requested
Some CRM systems can also let you choose some advanced options. This can be particularly helpful for companies with a number of offices across the country because of the fact that, if a consumer submits some information to their website, it will get passed straight to a representative in their area. This speeds up the sales process by taking out steps between a consumer showing interest and being contacted by the company.
How to use this information
So the question is, what do you do with all this information? In truth it really depends on what stage your business is currently running at and what you are aiming to get out of your marketing campaigns. If your business is in its early stages, you can use the information gathered to establish which area of your business to focus your marketing campaigns around. From seeing which areas of your website consumers are visiting most, you can focus your attention on the areas of your business which offer the most potential. If your company is at a more advanced stage, you can use the integration of your website and CRM systems to streamline your sales and monitor traffic on your website. This allows you to tailor your marketing campaigns to better target only the customers that are relevant prospects to your business to improve your contact efficiency.