16 October 2021 0:00
How to start making money online with a website and CRMPolina Gankovich
Director of 1C-Bitrix and Bitrix24 in Belarus
Content:
1. Create a website
2. Synchronize company accounts
3. Collect data
4. Set up communication channels
5. Connect payment systems
6. Evaluate efficiency
Online business has started to develop faster due to the coronavirus. For example, in Belarus, online sales grew by 42% last year, and the share of Belarusians who actively make online purchases increased to 30%. A survey by the online service Bitrix24 in Belarus showed that 57.7% of companies are transferring their marketing activities online. Meanwhile, offline companies continue to lose customers. What to do?
In order to save a business during a crisis, it is important to look for new ways of development. To do this, you need to be where the client is - that is, on the Internet. Polina Gankovich, Director of 1C-Bitrix and the online service Bitrix24 in Belarus, talks about how to start selling online using simple tools and not miss customers.
Today, a business must have accounts on whatsapp number list social networks and a website with the necessary communication channels: at least a phone and online chat. At the same time, it is important for the company to monitor the effectiveness of advertising and collect customer data in one CRM.
A simple online showcase with goods is no longer enough. The client expects from the company not just the satisfaction of a need, but a feeling of comfort and caring service. Therefore, the visible "picture" of the business and the internal structure of its processes are becoming equivalent. It is better to take care of the latter right away.
What is the front office? How the client sees the business: the company's presence on different platforms; a catalog of goods and services; convenience of the website and communication channels; options for placing orders and paying; the company's actions to inform about the status of the order and delivery.
What is the back office? How the business is managed from the inside and services its sales. These are processes related to order processing, activities on the customer base, marketing, analytics, actions to retain and return the client, pricing, technologies for working with suppliers and team management.
Here are 6 steps to help you establish online sales processes:
1. Create a website
To create your own web page, you can do without a developer. There are many free or inexpensive online constructors on the market . You can even build your own website inside Bitrix24. There are two options:
select a ready-made template and fill it with your content;
build your own website from scratch using blocks.
In the designer, you can change the design, font, color, image size, and the distance between blocks.
The main thing you should not forget when creating is the business's contact information and forms for contacting clients.
An Internet site is not just a showcase for goods. It is an ecosystem, an invisible world, which is often more important than external gloss.
2. Synchronize company accounts
Let's say a business already has social media accounts with products for sale, and now the entrepreneur has decided to expand. To automatically transfer products from Instagram to the site, Bitrix24 has the right tool - the Instagram Store module.
All photos will be uploaded to the site. You will be able to add a new description to each one. With the help of the CRM system, applications from Instagram will be combined with those that customers left through the site. This will help to form an internal business ecosystem, work with leads and deals in one place and increase the customer base.
3. Collect data
For example, the Bitrix24 website builder has ready-made CRM forms for this. They collect the client's name, address, phone number, and other additional data. The information is automatically sent to the CRM in the required format. A single environment helps to automatically assign a manager responsible for the transaction and monitor the status of the application. There are a lot of parameters – the system can be fully customized.
Example: you sell cakes. You created a website, set up advertising, got your first customers. What to do with those who want to buy sweets from you a second time? In order not to "produce" new leads, you can set up their unification into one entity. If the client wants to buy a cake again, the system will not create a new lead, but will add his order to the existing one. This way, managers can see the entire history of one buyer, and marketers can make personal offers to him.
For businesses in the healthcare and beauty services sector, it is necessary to provide the option of choosing a specialist. The builders have ready-made templates in which a person will determine the time and the desired employee.
Important: be sure to link consent to the processing of personal data to the CRM form. Every year, legislation in this area is becoming stricter. It is worth removing risks from yourself in advance.
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4 . Setting up communication channels
When filling a website in Bitrix24, it is worth using the Contact Center module and services for connecting telephony. The functionality of the first will help place all the options the client needs on the website - from links to the company's social networks to your own online chat on the page.
The telephony service will combine the business phone with the CRM and make sure that all conversations with clients are recorded by the system. Useful for managers and their supervisors. In a problematic situation, you can listen to conversations and figure out who is wrong.
Even if an employee did not have time to answer the call, he can easily see who wanted to contact the company: an old or a new client. And call him back. For Belarus, there are a lot of ready-made integrations of telephony with CRM, ranging from the My Calls service to the A1 module with the provision of SIP numbers and a cloud PBX for rent.
The site should not only ensure traffic, but also really help sell. Everyone needs it: from a private pastry chef to a concrete manufacturer.
Important: place the company number wherever your potential customers are. Not only on the website, but also on social networks. Relying on personal messages in the official account is a common mistake in business. This way you miss out on clients who are more convenient to call than to write. Even better is to use call tracking directly in Bitrix24.
5. Connecting payment systems
Accepting payments in one click is an important part of business. If you do not provide the user with a convenient way to pay for the product, he is likely to refuse the purchase.
In order to set up accepting payments on the site, you need to:
Select a payment service.
Find out if the service has the required module for your site.
Integrate the payment system with the website.
Bitrix24 already has such a module built in: there is ready-made integration with acquiring and ERIP via the bePaid service and direct integration with Alfa-Bank
After you complete the 5 steps above, you will have your front office fully prepared. The back office is much more difficult to organize: more complex steps are required. We will analyze one of the main ones – analytics.
6. Evaluate the effectiveness
When a business launches lead generation , it is important to evaluate the quantity, quality of leads and their cost.
If a company does not have analytics systems, but has accounts in advertising channels, it can adjust promos, change visuals, messages –– and evaluate the process in this way. But without communication between the marketing and sales departments, a business will never receive clear data on how effective its spending is.
Example: the cost of a lead from VKontakte is $1. It seems that if we top up the advertising account with $1,000, we will get a thousand leads. However, sales may not only fail to grow, but also fall. Maybe the manager is missing calls? Or cheap leads turned out to be untargeted?
In order to understand the mistake, it is important:
have the ability to evaluate the actions and results of employees in CRM;
set up end-to-end analytics.
There are professional expensive systems on the market that build complex logical chains on the source data. Within Bitrix24 there is a simpler end-to-end analytics. It will help:
Check the effectiveness of each advertising channel –– from YouTube to the website. Shows expenses, conversion and ROI, return on investment.
See how much one deal cost the business. Perhaps a lead from Instagram will cost more than from VKontakte, but it will also bring more profit.
With the help of analytics, a business will be able to choose the most relevant promotion channel: test it on small budgets and quickly change the strategy.
Also, analysis within the CRM will help segment customers by user cohorts and work with them more precisely –– through personalized SMS, e-mail and advertising. This is the convenience of CRM marketing.
Thanks to such communication, you can return to the business even a customer who has not bought anything for several months. If you notice a loss of interest, you can manage to return it in time. Or learn a lesson for yourself –– and change something in the online strategy.
Ready to systematically grow online, try it now !