Closed-loop marketing (CLM) is an in-depth marketing technique. It’s an underutilized technique but – in the long run – the insights you gain from the process is worth the extra time and effort. Your healthcare and business marketing efforts will thank you later.
The goal of CLM, for those of you unfamiliar with the concept, is to track customer or patient data and actions. For example, CLM would track how a visitor landed on your website, as well as the pages they viewed and interacted with. You can then analyze this data and apply it to your company’s marketing and customer/patient acquisition process to improve your overall performance and strengthen your inbound marketing.
In short, CLM is gathering data to improve your marketing strategy to increase interaction with your Brand. The overall goal is to create a continual cycle of new and repeat customers and patients interacting with your company
In a closed-loop marketing system, the steps are as follows:
- A visitor arrives on your website
- Your analytics track all of the moves a visitor makes on your website, like noticing what order they navigate when moving from page to page
- When your visitor downloads some call-to-action they convert into a lead so you have more information available about them to better understand and target their needs
- Finally, you trace the path of what activities turned a lead into a customer or a patient and link it to your marketing and revenue.
Once all of this information is discerned, you can improve your loop and be even more effective in your marketing efforts.
However, CLM goes deeper than just the four steps listed above. The process takes a good amount of behind-the-scenes work to get up and running, but with all of the available tools and technology at your disposal, you’ll be able to have this excellent marketing technique working with minimal problems.
It’s worth pointing out that a Customer Relationship Management system, like Salesforce and marketing analytics tools, like Hubspot, are valuable tools to have in place to keep this process as streamlined and painless as possible.
If you’re interested in learning more about CLM, check out Hult Marketing’s free eBook, “Building An Unbeatable Brand Experience: Improving Your Sales Cycle Through Closed-Loop Marketing.” Our eBook will help you with each step of creating a stronger and more cohesive marketing experience.
Closed-loop marketing is a great way to enhance your marketing strategies. Let's touch base and I will put the Hult Team's experience to work for you. We can connect at 309-673-8191 or firstname.lastname@example.org, and together, we can create a better focus on your Brand.