Jun 3, 2020
As the COVID-19 pandemic has swept across the country, businesses everywhere have had to rethink their marketing strategies. As advertising agencies, it is our duty to guide these clients in the right direction when it comes to their advertising strategies and marketing platforms.
Recently, the team at Conduit Digital sat down with our Google Agency Partner, Ann, to discuss the changes in the digital marketing industry during COVID-19. In this edition, we are going to break down how CRM integrations are crucial for you and your clients during this time and what your agency can do to help.
What Is CRM Integration?
CRM stands for Customer Relationship Management. The goal of implementing CRM integration is to build your website and CRM to function together seamlessly. Instead of using your CRM to just be a system that retains customer information based on manual entries, integrating your website/marketing automation software brings in valuable customer information directly into your CRM.
Some of the most popular CRM software such as Hubspot and Salesforce allows you to not only record customer information but to track their entire journey on your website. During a time when lead quality is so volatile, it is a perfect opportunity to assist your clients in implementing their CRM integrations.
Why Is CRM Integration So Important?
Due to increasing volatility in lead quality caused by the COVID-19 pandemic, your clients’ ads may not be reaching the right consumers. Although Facebook and Google advertisers have seen increased traffic on the platforms, the quality of leads has declined and the CPCs have been volatile.
For more information on how to assist your clients with their Facebook And Google Ads during this time, check out Conduit Digital’s latest blog.
Instead of trying to force your clients’ ads through the crowd, take the time to help them set up all of their CRM integrations or tracking integrations with Google Analytics or Facebook. This is designed to assist your clients in the long run as this crucial time can be used to gain a better understanding of your clients’ target demographics and qualified leads.
Set Up The Tools For Success
There are many ways for you to assist your clients with their integrations and tracking implementations. With a variety of different tools and platforms at your disposal, it can be difficult to know which tools are key to success for your clients’ business.
Examples of CRMs
The two most popular CRM platforms are Hubspot and Salesforce.
Hubspot offers complete marketing, sales, and service software that helps your business grow without compromise.
Salesforce enables you to unify marketing, sales, service, commerce, and IT teams with a suite of apps and customer support.
By integrating your clients’ existing customer lists with platforms like these, you can begin to help them organize, track, and target the leads that show the most engagement and interest in their services.
Google has many tools at its disposal to help your agency and your clients set up integrated tracking throughout the customer journey. By helping your clients set up their Google tracking and planning, they will be set up for success following the COVID-19 pandemic.
1. Google Tag Manager (GTM)
By utilizing Google Tag Manager, you can place all of your clients’ tracking tags and pixels in one place. This ensures a seamless tracking experience as you watch users journey through the marketing funnel and see your clients’ ad spend generating results.
BigQuery is Google’s serverless, highly scalable, enterprise data warehouse. This large-scaled data bank was designed to make a data analyst’s job more productive with unmatched price-performances. Setting up your clients’ data in BigQuery could save you time and money in the future.
Reach Planner is a Google Ads campaign planning tool designed to accurately plan for reach-based video campaigns across YouTube and video partners sites and apps.
Link your clients’ Google My Business to their Google Ads account. Accomplishing this step will ensure consumers see the most up-to-date local information they need at the exact time they’re prowling to purchase.
The Facebook Pixel is a piece of code for your clients’ website that lets you measure, optimize, and build audiences for your ad campaigns. Placing your clients’ Facebook Pixel will help you understand how your cross-device ads help influence conversions. Your agency can optimize for the audience most likely to convert with the Facebook Pixel, optimize delivery to people likely to take action, and ensure your ads are shown to the people most likely to take action.
What To Do After Integration
After assisting your clients in setting up their CRM integrations and platform tracking tags, your clients may be wondering what the right approach is as they begin to re-open their doors in our “new normal.” During our sit down with Google, here’s what they had to say about helping your clients resume their marketing efforts.
Set Up DMA Specific Landing Pages
By creating DMA or city-specific landing pages, your clients can speak directly to their audience and spread the message they wish to send. Integrating customized ads with this onsite messaging will enable your clients to connect with their customers.
Create Dynamic Ad Copy
Dynamic Ads enable your clients to send customized messaging to each of their target customers. By serving dynamic ads, your clients can be more personalized with their messaging to ensure they are truly connecting in the right way with their audience.
Focus On The Local Economy
The COVID-19 pandemic has affected every community differently. Focus on the trends in the local economy rather than trends you may be seeing in the market as a whole. The ways things are today may not be what they will be 2 weeks or 2 months from now, so be prepared to understand the challenges your clients face in their local economies.
CRM integration and tracking tag implementation are crucial for your clients. By helping them through these processes you will be able to differentiate your agency by setting your clients up for future success. Begin to think about the ways your clients can reach their target audiences and get the qualified leads their marketing dollars deserve.
During these uncertain times, it is important to be transparent with your clients as possible. Many businesses are struggling during this time but there is still great opportunity for many clients going forward.
Conduit Digital is dedicated to helping our Agency Partners navigate the marketing minefield. It is our mission to provide completely transparent reporting, constant helpful communication, and engaging, informative content to help your agency through this time.