CRM vs Marketing System: What’s the Difference?

CRM vs Marketing System

Let's start by talking about the difference between a marketing system and a CRM software.

CRM stands for Customer Relationship Management. A CRM software helps you move your clients through your sales funnel. So a CRM might let you set up an intake form, send out a proposal, get that proposal signed, accept payments, keep track of your client roster, etcetera.

Those features are important, certainly. However, a CRM is something you need once you already have a customer (or in our case, a client) in your pipeline. They've already decided that they want to make contact with you, and the truth is, there’s a long psychological journey that happens before a person feels ready to present themselves to you in that way.

In contrast, a marketing system is something that allows your potential client to warm themselves up to the idea of what it is you offer, what it looks like to work with you, if your offer is something they can afford, if they're ready to take the step to hire someone in the first place, and whether that person they’re going to hire is you.

The marketing system is a primer for bringing a client into your CRM. A CRM is not intended for marketing, and it can’t replace that link. The two are not interchangeable.

The marketing strategies that you will implement will point potential clients to your marketing system, where they get warmed up, nurtured, inspired, educated, and they will build trust in who you are and the solution you are offering them. Once they’ve done that, they will then take the next step into your pipeline by requesting a quote, getting on a call, and engaging as your client.

The Goal of a Marketing System

As I said, there is a whole psychological journey that happens before somebody comes and says they want to work with you.

Even if someone knows they want a bookkeeper, they might be afraid of a couple of natural things that make people afraid to reach out to real humans to figure out all the details of the service they’re offering.

They don't know what it looks like. They don't know what it costs. They don't know if they can afford it, and they don't want to reach out to somebody and end up getting pressured into something they’re not ready for.

A marketing system allows them to work through those things and get that information without having to talk to a real person, which can truly make the difference between someone actually deciding they want to work with you and someone constantly shying away from making the choice because they’re too afraid to hop on a call.

Social Media, Social Schmedia

A common misconception about marketing systems I want to debunk right away is the idea that you need to have a large social media following and curated Instagram feed in order to really sell to people.

While that can definitely work, it’s not required. And even if you do have that, you also need a professional place for them to go, even after your social media draws them in, and that is where your marketing system comes in.

It helps them answer questions they have, learn what it's like to work with you, binge content that helps educate and inspire them, makes them feel ready to take that next step, and actually reach out.

Social media can assist in that, but it’s far from the main focus. It’s more like a cherry on top of a several-scoop sundae.

The Easiest Way to Build a Marketing System

Bookkeepers tend to avoid building out a marketing system because marketing feels vague, complicated, and overwhelming. So now that we know the difference between a CRM and a marketing system, why you need a marketing system, and have debunked the social media marketing myth, I want to help demystify marketing so you can see how simple it actually can be.

Sometimes, the thing that makes you a good bookkeeper makes you a bad business owner. That thing is the tendency to be extremely conservative when it comes to taking risks and testing things out, especially when those risks involve money.

It's good to be mindful of your spending. Business operations should be based on the concept of ROI. But I also believe pinching pennies and trying to save a few bucks can not only get people stuck in a cycle of “Once I have X amount of clients, I’ll invest in this software.” But that software is the thing that will help you get the clients.

I want to help you break this cycle, shake off some of the fear and paralysis that can jam you up when it comes to a marketing system, and actually get started on the thing you need in order to build up your client roster.

The best part? You can get my help without paying a single cent. It’s all waiting inside Episode 5 of Profits & Prosecco Season 2—and it’s available now. All you have to do is hit play!

EPISODE RESOURCES:

Season 2 of Profits & Prosecco is HERE! Kick off your newest podcast addiction (or celebrate its return!) and listen to Episode 1 now: https://open.spotify.com/show/4dB0ZE8JaxqrkImm3Ifxrb 

Sick of imposter syndrome keeping you stuck? Join the new + improved BECOME A BOOKKEEPER now: https://www.katieferro.com/become 

Want a peek behind the curtain into LIBBY, my program all about what it really takes to have a simple and scalable (and successful) bookkeeping business? Get access to my free, on-demand four-part series, 6 Secrets to a Simple, Scalable Bookkeeping Business: www.katieferro.com/6-secrets

Learn how to take your bookkeeping skills and turn them into a business that allows you to replace (or surpass) your corporate salary, be present for your life, and profoundly impact your clients without selling your life in the process by joining Life by the Books (LIBBY).  

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