How to use LACRM for marketing

LACRM is for more than just sales!
Written by Julia Zasso

Many people use LACRM to track their sales and manage their sales teams, but what about marketing? Marketing and sales frequently go hand in hand, and it can be helpful to have both areas of your business in one place. Whether you’ve got an entire marketing team or you’re a one-man show, these tips will show you how LACRM can help with your marketing initiatives.

1. Group your contacts.

By creating groups, you can easily pull up lists of contacts to target with each of your marketing campaigns. You can segment your contacts into groups based on interest, location, products purchased, and more. You can create your groups under the Manage Groups page under Settings, and tag your contacts in different groups both in bulk or individually.

Grouping your contacts

You can create, rename, and share groups from your Manage Groups page under Settings. 

As you add new contacts to the CRM, you’ll want to add them into the correct groups. If you introduce a new product or want to push out a discount for existing customers, you can easily pull up a group of interested folks and send them a targeted message. You can export your groups to run a mail merge with physical mailing materials, or read on to learn how to send your group an email blast.

2. Use MailChimp to send email blasts to your groups.

MailChimp is an email marketing program built for small businesses. Less Annoying CRM integrates with MailChimp, and they have a free tier that you can use to get started with email marketing. This tutorial will show you how to sync up your groups in LACRM with your lists in MailChimp.

Syncing groups with lists in MailChimp

You'll want to sync up one group per list. If you don't want MailChimp unsubscribes affecting group membership, you'll want to duplicate your groups

Once you have your groups synced with MailChimp, you can send them targeted email blasts! Not sure what to send them? Check out our webinar on email marketing for ideas on building your strategy. Need to send a similar email to multiple groups? Check out this tutorial for a how-to on replicating campaigns.

3. Track how your leads are coming to you so that you can see which marketing channels are converting.

Now that you have leads coming in from your various marketing campaigns and channels, you can track which marketing methods are converting the most customers. In your Leads pipeline, you can create a custom field for Lead Source to track where all of your leads are coming from. You’ll want to include your various marketing channels as options.

Customizing your pipelines to track lead source

You can customize your pipelines from the Customize Your Pipelines page under Settings. 

At the end of each month, you can pull reports to see the total number of leads that came in through a particular source and see how many of them converted. This can give you an idea of your conversion rate for each channel and show you where you should be focusing your marketing efforts.

4. Use your pipelines to track different marketing initiatives.

If you’ve considered starting a totally new marketing program, pipelines can help you track your progress and effectiveness. Here are a few different marketing initiatives that you can try that pipelines can help with.

  • Referral Program: Track your referral program in LACRM using our relationships tool, or you can even create a pipeline specifically to help you process referrals.
  • Loyalty Program: The CRM can help you group and track contacts in your loyalty program, and the system will even remind you of important dates like customer birthdays!
  • Customer Feedback/Interviews: If you want to start gathering feedback from your customers, the CRM can help you track your progress and store all of your notes and insights.

5. Schedule your content and posts using the calendar.

Create a “Marketing” subcalendar to plan out all of your blog posts and marketing-related tasks in advance. You can create an all-day event when a piece of content will be published that day, or if you’re pushing out more than one post a day, you can schedule them in the calendar. You can make sure you have a new post to publish every week, and keep track of what content will be available at a given time.

Marketing Calendar

You can also carve out marketing time in your regular schedule using LACRM’s events and tasks. Schedule events for content writing time and create tasks as reminders to check in on social media stats. If you have a marketing person on your team, have them use the calendar so that you can get an idea of what they are doing each day.

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Posted on Jan 29, 2018
Filed under CRM Articles
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