Businesses leverage video, images, social media and written materials to encourage interactions between themselves and their target audiences.
Despite what some professionals may think, companies don’t need to procure content management systems on top of their Salesforce deployments. A Salesforce certified developer can transform existing implementations so they’re capable of organizing landing pages, measuring a blog’s lead generation, identifying bounce rates and performing other functions most CMS’ possess.
With this capability in mind, there are several factors enterprises should consider when reengineering their CRM solution to function as a Salesforce content management system.
Orchestrate a delivery schedule through a Salesforce content management system
CMSWire contributor Ali Alkhafaji noted content delivery is a signature part of marketing that shouldn’t be ignored. From a customer’s perspective, it doesn’t look authentic when a company posts four articles to its blog in one day and then neglects to post anything new for two weeks. In addition, this negatively affects much-needed Web traffic in that search engines will disacknowledge content they register as antiquated.
It’s a simple fix: Engineer Salesforce to provide bloggers, video producers and other marketing personnel with an interactive content delivery schedule. Allow the tool to request notifications from writers, post materials to Web pages and display traffic data such as bounce rates, lead generations and so forth.
Implement a Web development platform
One of the most important features many CMS programs have is a Web development application. Business 2 Community contributor Alexandra Heseltine asserted these platforms shouldn’t only be easy to work with, but frequently receive updates from either the proprietor or company that licensed the open source software.
Although HTML is largely regarded as the standard Web development language, it’s important for Salesforce consulting services to take into account which language their clients’ in-house designers prefer to use. One person’s inclinations may be different than another’s, and considering this factor during the engineering stage is imperative.
Use simple metrics
Content marketing agencies use a variety of metrics to determine how well their clients’ websites are performing. It’s possible that a number of these measurements are machinations devised by overzealous “experts.”
The point of using analytics is to clearly identify which tactics are working and which are not. A fancy new metric may seem appealing at first, but can muddle performance reports in the long term. Bottom line: Find the ones that matter and stick with them.
Of course, additional considerations will be regarded when merging a CMS program with Salesforce. With certified experts to guide professionals through the process, enterprises can find themselves with polished, easy-to-use systems.