It’s All in Who you Know: CRM and Social Media Marketing

We’ve all heard the phrase “It’s WHO you know, not WHAT you know, that matters”, right? Well, that can apply truthfully to your business, at least when you’re talking about building your brand awareness and the leads that follow.

Any company has a database of existing, past and prospective clients who represent the bottom line sales potential for that business. Those that use a CRM system, like Microsoft CRM, also know that the key to utilizing those lists of names, addresses, numbers and emails effectively falls to the potential that a strong CRM process offers.
When a company maintains their CRM database regularly and with great attention to detail, the marketing staff have at their disposal an unmatched resource of How, Who and When to build their next marketing campaign to drive leads to their sales team. The only question that is not necessarily answered by CRM database criteria is the Where of that marketing plan. Keeping that in mind, let’s look at one specific marketing tool that continues to grow in its complexity and utility for building sales leads.

The Not-So New Kid on the Block

Social Media Marketing is not a new medium nor is its use in the B2B or even B2C set a revelation at this point. However, despite ongoing increases in investments to this particular marketing resource, businesses are seeing mixed results ranging from great success to little change in their lead generation efforts. Why? It’s very simple really.

Like any other marketing tool, Social Media offers a different portal through which businesses can connect with their target market. It is not, despite the rumors to the contrary, a fast, one-stop-shop for any company’s marketing efforts. Like print advertising or more traditional online marketing methods like PPC campaigns or even email marketing, success with Social Media is led by a detailed and targeted marketing strategy built of editorial and metrics management calendars. There has to be a clear message for each campaign and there needs to be a timeline and specific target so measurements can be made to assess real success or a need to adjust focus for increased response rates.

That being said, let’s look again at the CRM database that drives many company’s marketing efforts and apply it to the Social Media model.

CRM + Social Media = Targeted Lead Generation

Due to the highly interactive nature of Social Media, the application of CRM database criteria to this medium could easily have a very dependable success rate. The key? Drilling down into your CRM database data and spending time researching who of your chosen target market spends time within the Social Media space and where they spend it before beginning your campaign.

If your target market is split between LinkedIn and Facebook, for example, then your Social Media campaign should focus its effort on those sites most heavily, but also dabble in other sites like Twitter or YouTube if you have suitable video resources. This is where Social Media differentiates itself in the marketing arena. Unlike traditional marketing where you need to pick and choose the papers, magazines or venues where your ads will appear, Social Media sites allow for interactivity between all sites for enhanced brand outreach, even beyond that of your CRM database.

Using your CRM target market criteria as a model, you can further your message by locating similar businesses within the Social Media space with a highly targeted message focused on their needs. Building your targeted followers, your friends, fans and viewers not only increases your brand awareness within your market, but allows for enhanced lead generation over time.

~ Brad Tornberg, E3 Consulting Partners, Inc.


About e3consulting

Welcome to E3 Consulting. As proven experts implementing the latest CRM, ERP and Accounting Software in the Manufacturing and Distribution industries, we have made it the goal of our business to help our clients obtain the bottom line results their individual companies require. Educate, Enable and Empower For companies in the manufacturing and distribution industries, the ability to simplify their business operations is vital to their ability to succeed. E3 Consulting will provide the consultation; technology and the project management tools that companies need to improve their business processes and their bottom line. What We Do Does your company need a revamp of existing business systems? Do you have a technology project that is going beyond time and over budget? Are your costs out of control and productivity lagging? When you contact E3 Consulting, we take a hard look at the reality of your business operations and break it out into segments, to find out which aspects of your business process workflow need attention and which are working as they should be. It is our intent to look at your operations, your accounting, your workflow and your technology and create a cohesive plan that will have your business running effectively and efficiently. Our Process Every company runs differently, and it is those processes specific to your business combined with your workflow goals that give the staff at E3 Consulting the canvas we need to use our long history of business development, project management and technology to map out the path your company needs to follow to improve your bottom line. Think of your business like a lego block structure. Each block that is missing reduces the stability of your company. We can look at your overall operations and use our knowledge of the marketplace cutting-edge technologies to find the blocks that are missing from your overall business concept. We will introduce the right technology tools to improve your operations, and then continue in a project management position as necessary to ensure ongoing smooth operations. Our Experience E3 Consulting has a long and successful history of project management, business operations consultation and technology implementation and management within Manufacturing, Distribution, Service, Healthcare, Finance and Accounting businesses. Principal, Brad Tornberg, is a successful technical and business expert with an MBA in Finance from Farleigh Dickinson University and. He holds Microsoft Certifications for Customer Relationship Management (CRM) sales, implementation and training. He also has a series 6 and series 66 securities license and a New Jersey Life and Health License. He is well published having written many articles for The Practica
This entry was posted in Microsoft Dynamics CRM and tagged , , , , , . Bookmark the permalink.

3 Responses to It’s All in Who you Know: CRM and Social Media Marketing

  1. Gary Holt says:

    We have found too that clients who have decided to get into the social media rink and do not have a CRM tool likely have old customer databases which need attention. Taking time to refresh that database, preferably with a new customer offer/survey is a great way to churn existing or past clients into new sales and get them and their friends pulled into your social media content hub for future knowledge building and sales.

    • e3consulting says:

      Thanks for the comment Gary. The CRM databases that many of our clients have are an incredibly rich resource that can be applied to enhance their potential for success in the SMM realm. I agree that surveys are a great tool – the ultimate goal is to keep your database current and growing for continuous extensions to your client outreach.

      Thanks again for posting…
      Brad Tornberg

  2. I couldn’t agree more! Brand recognition coupled with a strong social media presence has definitely been a game changer.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s