Using your CMS to grow your customer base?

Written By Jim Kersey
Posted On July 26, 2019

The success of any growing business relies in some part on access to a strong customer base. While businesses now have a multitude of tools at their disposal to grow their audience, such as social media platforms, increasing engagement for your brand can still be a difficult task.

Effective marketing, social and content strategies are of course central to this effort, but did you know your CMS can be one of your most valuable assets?

In this article, we explore how your own CMS can be designed and operated to support your journey towards a larger – and more loyal – customer base. 

Improve your social campaigns

“Your CMS can bring together the various social interactions of your audience on several platforms, giving you insights into their behaviour and how they perceive your brand.”

Firstly, using your CMS to manage your social media publishing calendar in one central location can help you achieve better synergy between your content development processes and the distribution of media across various channels.

When you’re already using your CMS as a core aspect of your business, why would you want to use a whole new platform to handle your social publishing? This aspect alone can help you to integrate different sides of your marketing departments and create a combined approach to building your customer base. 

Additionally, your CMS can be used to better track user activity, such as likes, follows, comments and other digital feedback from your customers. Gathering this kind of information in a structured and organised way can very quickly translate to tangible business actions if you know what you’re doing. 

For instance, your CMS can feed you information on how users are reacting to your content and online activity. This not only enables you to improve your content and distribution, but it can also give you ideas for how to start spontaneous conversations and offer tailored responses to your audience, as you will be much more in tune with them and their interests. 

What kind of social media activities can my CMS track? 

With the right CMS design, you can monitor a whole range of social media activities, including keyword mentions, hashtags, likes and comments – all in a central location where you can easily respond to your users in a prompt and personal way. 

Learn more about supporting your online presence with custom-built WordPress themes and bespoke CMS designs with Powered By Coffee.

Build richer customer profiles

“Your CMS is like an earpiece you can use to better listen to the opinions and preferences of your customer base. You can then use this information to build stronger relationships with them.”

Your CMS can be a platform for building stronger relationships with your customers if you let it. As well as tracking their interactions with your content, through social media or things like your online blogs and articles, your CMS can develop detailed breakdowns of your audience demographics, based on their behaviour.

On the other end of the spectrum, it can be used to isolate individual users or pockets of customers. For instance, if you know a certain group responds well to one of your services and not others, you can cater specific content to them based on information in your database, gathered through your CMS. 

As mentioned already, your CMS can also inform you if certain topics or content is trending, showing you where you are getting the most interest. With this information, you can get your marketing team to refocus their efforts towards building a stronger link with a certain group who may be more responsive to this content. 

Ultimately, users expect greater levels of personalisation when it comes to their digital experiences. The more data you can get your hands on, the easier it will be to personalise user experiences on your website, based on comprehensive customer profiles. 

How can my CMS track customer data better? 

In order to integrate effective marketing automation, data management and customer relationship management (CRM) systems, you will need to seek the help of CMS experts who will either help you migrate to a new platform that supports these processes, or adapt your current model to allow for enhanced functionality. 

Ensuring brand consistency

“A consistent brand allows customers to easily identify you and the products and services you offer, allowing you to build a stronger relationship with your customer base more easily.”

Building an online brand is one thing, but maintaining it regularly is another matter completely. The obvious dangers of a poorly implemented brand across your digital content is that it will damage the way your customers see you. 

One of the most important things about building a strong customer base is to be reliable and consistent in what you publish – this means paying attention to your brand consistency. 

Whether you are an e-commerce platform selling your own products or an online publishing brand that primarily curates the content of external content developers, you will need to make sure there is a common thread throughout all your online content. This can be especially hard as you scale your business, but your CMS can play an important role in safeguarding this aspect of your organisation. 

With the right CMS set up, you can make sure your website delivers a harmonious experience to your online customers. Design elements, fonts, colours, images, animations and logos can be maintained more effectively through your CMS through automated processes – saving your marketing team from performing these actions manually. 

Things that can damage your brand consistency:

  • Slow load times
  • Visual inconsistency
  • Broken links and errors
  • Confusing navigation
  • Poor user feedback
  • Out-of-date content

Find out how to improve the user experience of your e-commerce visitors with a custom-built CMS and WordPress theme from Powered By Coffee.

Be a good brand

Sometimes, the larger your enterprise becomes, the harder it is to effectively manage your various marketing and content strategies to grow your customer base. You CMS is merely a central hub and organisational tool that can dramatically simplify your life (or those of your marketing team) when it comes to making sure you are engaging and interacting with the kind of users you need.

A bespoke CMS might be what is necessary to help you speak to customers in a way that resonates with them, achieving personalisation and avoiding generic promotions and campaigns. 

To learn more about how you can build your customer base through your CMS, get in touch with Powered By Coffee. We can help you craft a website that not only enhances the digital experiences of your audience but also streamlines your team’s marketing processes.

Jim Kersey
Content Creator
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