Reinventing your business with CRM and CMS
As an enterprise or ecommerce business, your website is your primary way of creating interest, generating traffic and assisting with branding.
How do you progress with CRM and CMS integration?
It is important to understand the links between CRM and CMA. By investing in and upgrading your website with new CRM and CMS tools, you will not only reinvigorate it, but also enhance its capabilities, leading to increased customer engagement and improved business performance.
How to use Customer Relationship Management systems to improve business
Customer Relationship Management (CRM) and Content Management Systems (CMS) are constantly evolving and improving. By revisiting, investing in, and upgrading your website with CRM or CMS tools, you can bring renewed interest and enhanced capabilities to your most valuable marketing tool.
Customer Relationship Management tools, sometimes also called Customer Data Platforms (CDPs) efficiently track and manage customer interactions, optimise communication, personalise customer experiences (such as sending personalised emails or offering tailored product recommendations), and ultimately elevate customer satisfaction and loyalty.
Moreover, CRM provides invaluable insights into customer behaviour and preferences, empowering you to make informed, data-driven decisions to improve your website and overall business performance.
How to use Content Management Systems to revitalise your business
There are a multitude of CMS systems on the market. While some of these systems continue to evolve and are on the cutting edge of technology. Others are proving to be past their best date. It pays to shop around if you are looking for a new CMS system.
Core features in contemporary CMS systems include an easy-to-use interface, marketing dashboards, and tools for responsive design.
Small changes to your website can make a big difference. From a technical perspective, conducting a site performance assessment will help you determine where there you have problematic CCS (Cascading Style Sheets) and other scripts or settings that are slowing your page down.
Images that have not been properly formatted or are too large for a website can also cause slow load times. Our top tips for small changes you can make to your website today include:
- Making your pages responsive
- Switching to WYSIWYG editing
- Opting for a headless CMS
- Analytics settings
The importance of responsive websites
Making sure your website is mobile responsive is one of the easiest ways to give it a facelift and a functionality boost. Responsive websites provide a good experience by being highly readable, clear, neatly designed, and able to be used on a variety of devices, including phones, tablets, PCs, and even smart TVs.
Responsive websites are coded to help manage the amount of scrolling a user does while navigating and remove the need for the user to resize content to fit their own device. Non-responsive websites have high bounce rates. Website with high bounce rates can run into a problem because your Google ranking can be impacted once high bounce rates are detected. Responsive websites help manage components like access to menus, sticky menu headings, and access to navigation tools.
How to keep your website up-to-date and engaging
Website currency is often related to ease of use. If you or your staff find updating website content difficult and need to remember how to do it in between updates, then you are asking for trouble. If you are using a system that is too tricky for your average employee to update, it might be time to consider something else.
Keeping your site relevant and up-to-date matters for many reasons. Visitors to your website will look for clues of currency- they want to know that your offers are current. This creates a sense of reliability and trust. Websites with a high degree of currency also score better in Google searches. So, it's not just a suggestion, it's a responsibility to keep your website content updated and relevant.
If your website CMS tool is too hard for your staff to use, they simply won’t use it. Look for a CMS than enables WYSIWYG (What You See Is What You Get) interface, where staff can alter text and make page changes without needing to use code.
Another great way to keep content current is to set up your content inventory. Use this tool to help you manage dates for updates, flag content with an expiration date, and send you reminders for pages that haven't been reviewed in some time.
Using your CMS for effective search
Search engines can identify and disregard duplicated content, which means if your pages or product descriptions are too similar to the content on other sites, your content might be seen as a secondary version and won't rank well. Search engines will penalise content that is too like existing popular content and determine it to have low priority because it is not unique.
Keeping your content up to date can improve your domain authority, which is the ranking applied to your site by Google. Another way to keep search results strong is to use SEO keywords across your site. There are tools like Semrush to help you identify keywords for your industry. Still, you can also get an idea about common searches by simply entering the start of search terms related to your business into Google. Some CMS tools even offer in-service SEO keyword prompts. Many CMS tools offer a window for your meta description. Keep this field to 14-150 characters.
Go for a headless CMS
Headless CMS systems work differently from traditional CMS systems. A headless CMS is a content management system that allows you to import data from a range of sources into your website without the restrictions applied by the CMS. In simpler terms, it's like having a CMS that can pull in content from various places, making it more flexible and adaptable to different data sets or stacks. eCommerce businesses can use a headless system “to attain higher flexibility and independence in managing user experience and content management while achieving excellence in commerce delivery.”
Data analytics
Improving your website CMS tool is only one piece of the puzzle. It’s just as important to foster a culture of ongoing improvement, implement consistent practices and monitor website analytics to see what changes are working well for you. Cost benefit analysis and big data analytics can work together to help you assess the financial impact of your website modifications. Consider adding a simple form field at the bottom of each page, where users can provide feedback about the usefulness of the information.
Many systems, like Pimcore provide detailed analytics that can help making complex and large websites much easier. Inbuilt analytics produce information about how customers are moving around your site, and what keywords they are entering. Internally quality management tools can help you stay on top of changes and updates, while redirect and alias management reduce the risk of 404 errors and broken links.
Choose Pimcore for your website
Pimcore offers all the features we have found to be necessary for building a great website. It is highly responsive across all devices, and what’s more, it has the capacity to publish content across thousands of websites and applications, with consistency. It can be used in a headless capacity. It boasts quality metadata services to boost your online presence. It has context-sensitive navigation, rich WYSIWYG components, and drag-and-drop operations that make it easy for non-specialist users. Using Pimcore as your CMS is sure to improve your brand and increase your sales conversions.
In addition to offering these features, Pimcore offers many more tools that make it a great choice for your CRM as well. With Pimcore, you don’t have to try and manage customer interactions in a system that is separate you’re your website framework and builder. Some of the key features of Pimcore’s CDP capabilities include:
- Consistent and unified view of your customers – bring your customers into a single view with a master record, and avoid duplications due to data errors
- Profile unification – collate records from a multitude of other systems where they are housed
- Audience Segmentation – bring together and aggregate records so that you can get certain messages to certain customer groups
- Triggered marketing and automated contacts – send real time and specific messages to your customers, based on their behaviour on your website
We have helped our customers like Sal National improve their brand, bring their websites to life and build customer loyalty through quality experience management. Contact us if you would like to learn more about what Pimcore could do you your enterprise business.
Related Questions
How to launch a new or upgraded website?
When you are carrying out a major overhaul of your website, there are two options for how you make and manage these improvements. The first involves incremental improvements as your new pages are ready. The benefits of this can include less stress gearing up for a go-live, being able to make changes as you are prepared and less need for testing on a whole new site.
The other option is to build your new site and then flip the switch on go live day. The benefits of this approach include being able to share your new website through social media, more exciting.
Ideas for how to launch your new website include:
- Adding a timer alert or popup with a countdown to the go live date
- Give teasers on your social media accounts
- Provide updates and clues in your e-newsletter in the lead-up to launch
- Offer product discounts