How To Use Crm In Copywriting

While marketing and social media dominate the public consciousness, the importance of quality content for business success continues to rise.

Content is at the center of any marketing strategy, but especially when creating brand awareness and boosting SEO. To ensure our content is as effective as possible, we must consider the purpose for which it is intended. In the case of sales documents, for example, the aim is to move the reader to take action, whether that’s making a purchase, downloading a whitepaper, or engaging with the content on social media. In each instance, the content needs to hit all the right notes to maximize the results of our effort.

Copywriting is the process of writing persuasive copy – such as adverts, website content, and social media posts – that aims to influence or persuade the person reading it. For this reason, content creators will often turn to a CRM tool to help them keep track of the various activities and deliverables associated with a piece of content.

Let’s take a closer look at how a CRM tool can make your copywriting easier and more effective. We’ll begin by taking a quick, practical look at how you can integrate CRM with your workflow and then move on to discuss the different purposes that your content might serve and how you can match each instance of content to the ideal buyer persona.

Why Should You Integrate CRM Into Your Workflow?

CRM (Customer Relationship Management) is a business tool that helps companies manage and grow their customer relationships. Using software such as HubSpot and Salesforce, businesses can effectively plan and track marketing campaigns, analyze conversion rate, and forecast sales opportunities.

The importance of having a CRM tool in your workflow cannot be overstated, as it provides you with a central location to keep track of all your company’s interactions with its customers. The data collected from the various channels can be organized and visualized to give you a complete picture of how your business is performing – and how you can improve. You can use this information to drive marketing decisions and optimize marketing campaigns. It also has the advantage of making your team more accountable, as everyone can see the status of any given project or email.

Now that we know why it’s important to have a CRM tool in your workflow, let’s discuss the different ways you can put it to use in your copywriting efforts. The most effective use of CRM in copywriting is as a task management tool, helping you to stay organized and on top of all the content you’ve produced for your various marketing channels. It should also be used to keep track of the various projects you’re working on, whether those be online or offline. The data collected from all these sources can then be used to analyze performance and determine the effectiveness of your marketing efforts. This way, you’ll always have a clear idea of what content is working and which needs to be changed or evolved.

What Should Your Content Serve?

When creating content for various online and offline platforms, you must ask yourself, “What is the purpose of this piece of content?” To answer this question, we can turn to the power of the buyer persona. A buyer persona is a hypothetical person that you, the marketer, create when designing marketing material. For example, maybe you’re writing a business plan for an investor and want to know what would make this person interested in your product. You can use persona marketing to create a better understanding of who your ideal buyer is and what they want.

The ideal buyer persona for a business plan is an angel investor who is looking to make an acquision and doesn’t want to risk losing money by investing in a startup that could collapse after only a few months. Depending on your product, you might also want to consider creating a persona for a person who works for your target audience and has a thorough understanding of your industry. These personas can then be used as the basis for further content production – be that a sales page, email campaign, or blog post – to better understand the mindsets and lifestyles of your target audience.

One of the best features of CRM is the dashboard which gives you an overview of all your content creation efforts. With content being born and evolving constantly in a digital world, the ability to keep track of all your projects and their evolving status is invaluable. Using tools such as Trello and GitHub, you can easily keep track of all the content you’ve completed and when it’s due for review or update.

Which Buyer Persona Should You Base Your Content On?

As we’ve established, the ideal buyer persona for a business plan is rather specific and, depending on your product, maybe even fictional. For that reason, it’s essential that you select the right persona for your content – ideally one that is as close to your actual buyer as possible. This helps you to craft a more realistic piece of content, improve the relevance of the message to your audience, and build credibility.

If you’re using a CRM tool, you have the ability to enter the various buyer personas that you’ve created and then compare the data against all your content to determine the most effective one.

Which Content Is Working And Why?

It’s important to review the various content production channels you’ve used to determine the most effective ones. While it’s easy to become disheartened when reviewing the data from various experiments, turning this into action is much more effective. For example, if you find your SEO efforts are converting poorly, it might be time to change your SEO strategy, or work with an SEO expert to determine the root of the problem. The same goes for your paid ads – is your CPM (Cost Per Thousand) high or low? How is your CPC (Cost Per Click) performing?

Determining the effectiveness of your marketing efforts is made much easier with the aid of a task management tool, such as CRM. Simply input the various campaigns that you’ve conducted and then use the various metrics available to you – such as cost, traffic, and conversions – to work out which ones are working and which ones need to be changed or abandoned. You can also use this data to determine the most suitable content for each channel – be that an SEO campaign, or a PPC (Pay Per Click) campaign – to increase the odds of successfully converting traffic into paying customers.

Why Should You Measure The Success Of Your Marketing Efforts?

These metrics don’t tell you everything, as not all well-executed campaigns will produce the same results. However, they do provide you with a clear idea of the variables that you need to control and, more importantly, the ones that you can. For example, if you’re using a PPC campaign and don’t have enough traffic to make a difference, it might be time to expand your target audience or change the type of content you’re using.

The aim of your content production is to generate interest in your product, gain trust in your brand, and move the reader to take action. While it’s easy to get caught up in the sheer volume of content that pours out of a company every day, it’s important to stay focused on the bigger picture: understanding how your marketing efforts will be perceived by the right audience.