Article

Marina Grindle
Marina Grindle 23 August 2016

Become a Marketing Data Expert in Four Easy Steps

Analyzing data is no longer just for aggregators or other professionals. Leveraging your CRM data is a great place to start.

Analyzing data is no longer just for aggregators or other professionals. Although, at first glance, data may seem like a boring topic, it can help your marketing efforts exponentially and give you insights you might not have otherwise. Leveraging your CRM data is the first place to start.

Customer Relationship Management systems (CRMs) allow businesses to manage all of their data and client interactions in one location. Beyond being a great organizational tool, a CRM can help you leverage the information provided and enhance your marketing strategy. Here are four ways you can use your CRM data to its full potential:

1. Track Client and Prospect Engagement

With the our new Campaigns and integration with Redtail, it’s easier than ever to see who is viewing your emails, what they are doing after they view them, and what you should do about it. For example, after syncing your Redtail contacts into your FMG Suite dashboard, you see that Jane, 45, opened your Monthly Market Insights email. She then went to your website to find more information. It would make sense, then, to reach out to Jane to see if you could answer any questions she may have about her financial plan. The raw click through data quickly turns into an opportunity to reach out.

2. Create Ideal Personas

In the past, we have talked a lot about personas and how they can influence your marketing. Personas are breakdowns of your ideal clients and provide you with a concrete profile to target with your marketing efforts. Using a CRM, you can see who engages with your content the most and create campaigns and other marketing outreach efforts that attract these kinds of clients.

3. Personalize Messaging

CRM systems are based on client information like name, age, working anniversary, and other core concepts. But what does all this data mean for your marketing? Financial advisors can use this information to create targeted lists and send out materials based on that audience. For example, you can segment your lists into those of retirement age, younger clients, and single or married clients. Personalized messages to each of these lists are going to be much more effective than one general message.

4. Adjust Marketing Strategies

After using a CRM for a few months, you will be able to analyze the past performance of your marketing efforts. If, after 3 months, you see little to no engagement with a piece, would you continue to send it out? Our guess is likely not. Instead, it would make sense to adjust your strategies and do more of what works and less of what doesn’t. Review your data every few months and make changes accordingly.

After breaking “data” down into simple action items like these, your analytics can go from boring number crunching to insightful feedback. There are countless ways to use a CRM to your advantage and the more you use the system, the more familiar you will be with what you can and can’t do. For more information on our partnership with Redtail, a leading CRM software, click here.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
‘Complainer marketing’ – should we harness rage to promote brands?

‘Complainer marketing’ – should we harness rage to promote brands?

As marketers, we're always looking to get the best results for our clients. But should we highjack the emotions of their customers to do so? No, as I explain in this post, you're better than that.

Tom Chapman
Tom Chapman 18 July 2018
Read more
8 Digital Marketing Trends to Watch in 2023

8 Digital Marketing Trends to Watch in 2023

The internet has conditioned customers to demand instant gratification, and that’s only set to continue. In 2023, customers will expect a response time of just hours. No more sending an email and waiting days for a...

Azeem Adam
Azeem Adam 3 May 2022
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 22 September 2020
Read more
Deep Link vs. Universal Link: Which One is Better?

Deep Link vs. Universal Link: Which One is Better?

Are universal link and deep link the same thing? There are some big differences, let's understand them.

Stefano Pisoni
Stefano Pisoni 17 March 2020
Read more