Small businesses are different from larger ones. It’s not just a matter of scale. Larger businesses have to focus on juggling an expanding internal infrastructure, quality control for a variety of legacy products, and international offices. But small businesses need to focus almost exclusively on marketing.
While cash flow issues and providing services without losing money are definitely problems unique to small businesses, the largest struggle is marketing. You have to build your SEO from nothing. You’re not expanding, you’re starting from scratch. That means you need a CRM that’s built for a new business, not something you can slowly customize and modify into a rough system. Here are two features you need:
A focus on A/B testing.
The only way to succeed in digital marketing is to act deliberately. That means testing different strategies, experimenting with different campaigns, and finding what methods of communication resonate with your audience. A/B testing is a strategy that lets you compare changes to unique factors to decide what works best for your business.
For example, you might test whether a landing page works better with a live video or an explanation. You might experiment with different font colors. Even the order of customer reviews on your landing pages could alter customer behavior. But each change might only result in a small percentage of changed behavior. That doesn’t mean it isn’t worth testing. It means you need a portal that can keep track of the changes and the results for you.
Integrating your A/B testing with your CRM lets you track the customers that came through different iterations of your landing pages. Not only can you see which one results in more conversions, you can see if different test pages result in different types of clients, or if page A has more conversions but page B’s conversions are more profitable. Every bit of data you can get on your customer’s behaviors should inform your business model.
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Better website optimization.
A/B testing is a very deliberate way of getting information. You create two (or more) copies of a page that are identical except for a single detail, and you get the results to support your final design choice. But that’s not the only way to decide how to revise your website.
Website optimization, in general, is all about finding friction points on your business site. There are tools that can find what page a significant amount of traffic leaves from. If everyone who goes to a certain page exits your website, that’s a clear indication that that page either doesn’t work or has an element consumers don’t like.
There are also tools to see where visitors spend most of their time. If most customers take a certain path to the checkout page, you need to make that path easier on both desktop and mobile devices. If most readers get three-quarters of a way down long-articles, that’s where you need to put a call to action.
While there are plenty of portals that show these results, those numbers aren’t driving action. But a CRM propels your employers into action by changing results into tasks and reports into a workflow. Even self-starting employees work better if their workflow shows them a which element needs to be changed and then directs them to make a change. Having employees glance through a separate analytics tool, decide on a task, and open a project on their workflow has a lot of switching costs that delays or hinders work.
CRMs should always give your employees direction and resources so that their day is as productive and organized as possible. Make sure your CRM is focused on the goals that are most important to your business.