What Does Search Engine Marketing (SEM) Have to do with
Customer Relationship Management (CRM)?
FAQ
#20:
Q:
What
does SEM have to do with CRM?
A:
Search engine marketing certainly
needs to be a component of any Customer Relationship
Management (CRM) initiative. According to CRM Today,
most companies' CRM goals fall into the following main
categories:
improved sales performance
improved management visibility
improved customer support
improved marketing
reduced costs
Search engine marketing can considerably improve your
market efforts by decreasing lead generation and customer
acquisition costs as a result of driving more targeted ‘qualified’ prospects
to your site. It can also improve your sales performance
substantially by shortening the sales cycle as a result
of converting more of your online prospects into customers.
It’s important that every page in a CRM site is
focused on a specific “intended action or transaction” by
the user; whether that’s completing a credit application,
contacting customer service and support, communicating
with a sales person, or actually placing an order. Each
page should have a clear purpose and objective(s). A
comprehensive site conversion rate strategy is a must
for successful CRM programs.
See also Strategic Solutions
