Looking for a Marriage of SEO Analytics and CRM
In a previous post, I talked about SEO and CRM
as something that small businesses need to take into consideration.
From an SEO point of view, this seems like a logical next step as part of a rounded service for our customers. There are some SEOs who believe their job is strictly boosting a website's search engine rankings. And in fact, there are customers who consider SEOs to be just that - and measure SEOs based on promises of ranking performance.
But other SEOs take a more holistic approach. They believe SEO requires more and should be measured by factors such as search engine visibility, conversion rates, and more.
The problem, however, is not in the ability of SEOs to measure their results, but in the ability of clients to quickly see the results themselves.
I've worked with clients who had CRM and SEOs work on their sites. Some clients with CRM question what they are paying for because they don't "see any results." Others who work with SEOs claim the same thing.
Yet even after a detailed report analyzing the results - many are disappointed. Primarily because their own expectations weren't met (everyone seems to believe they'll be the exception and strike it rich).
This leads me to believe that a CRM system that incorporates SEO analytics to datamine an SEO campaign is necessary. Current CRM systems allow for marketing campaign analysis and datamining - but nothing that is particular to SEO or even PPC. Hopefully, the next evolution in CRM is incorporating that analysis into a marketing campaign - particularly as SEO continues to grow into a critical element in a marketing mix.
In developing the website and marketing strategies of the ministries that Servaunt is involved in, we have come to the conclusion that CRM has a lot of usefulness in ministries. Little did we know that we are not the only ones who came to the same conclusion.
Creflo Dollar's World Changers was recently highlighted in the December 2005 issue of Baseline magazine for having a CRM system in place - along with a ton of other technology - that help manage the megachurch's 25,000 members.
A media, marketing, and promotions conference
targeting churches and ministries has a workshop on Microsoft CRM.
While I have a personal problem with the way "church marketing" is presented, I find that a CRM system is very useful for ministries.
Since a ministry is really about personal relationships, a CRM system is perfect for a ministry to manage existing members, supporters, and prospective members.
A CRM allows a ministry to track the relationship with a prospect from start to finish. From the initial contact to the point the prospect joins the ministry to the management of the ongoing relationship, the CRM tracks the entire process.
What that does is allow the ministry to methodically and systematically track the relationship from start to finish. Areas in the relationship to work on can be pinpointed and adjustments, improvements, or intervention can be made.
With specific customization, a CRM can also be used in true relationship management for purposes of law firms, doctors, psychologists, counselors, and even schools.
The reason why a general CRM is better than specific systems out there for the above industries is because there free, open-source CRM available. One popular open-source CRM is SugarCRM
An affordable CRM system will help businesses, churches, ministries, and other manage relationships better. And in today's changing environment, it appears relationships are more important than ever before.
Silence of the Lambs
Well it's been a few days since the last post. A lot of developments at Servaunt
so the "inside scoop" is here at AK Works! Actually, this post was originally set for release on May 4. Today is May 11 - one week later!
We've been hard at work building a new site for an up and coming music ministry. They are set for a single release in the next month and a CD release in September 2006. Servaunt is busy building the website, the interactive marketing, and also filming and producing the online documentaries or "webumentaries" for this project (thank you George Lucas for the idea!). They are called Kevin Jarido and Nu Virtu
and they are being set for release this year!
Also, we are busy with a large presentation on websites, online communication, and CRM systems for pastors and churches. This has lead increasingly to more ministry website and communication technology involvement.
We are also busy launching Phase II of the BCBPA
website. This project is set to incorporate CRM into the ministry to help manage members, prospective members, and manage the accountability system via cases in the CRM.
A final set of projects coming up is a presentation on website design for a hair salon marketing consultant and presentations to several PR, web design, and marketing agencies to develop channel marketing partnerships.
We have our work cut out for us! As I said before - time flies in business. If you do not have your business plan for 2007 at least 50% by now, you are behind!