The Ultimate Guide to Choosing the Best CRM for Small Business

Customer Relationship Management (CRM) systems are a great tool for small businesses looking to streamline their operations and build stronger customer relationships. A CRM helps you keep track of customer interactions, customer retention, manage sales, and ensure that nothing slips through the cracks.

Selecting the right CRM for small business can be a game-changer, but it can also be a daunting task given the plethora of options available out there.

This guide will help you figure out what you really need in a CRM, compare different options, and find ways to make sure the system works best for you.

Understanding Small Business CRM Needs

Small businesses often face unique challenges, such as limited resources, budgets, and manpower that demand better efficiency. A good CRM strategy can address these issues by:

Centralizing Customer Information

CRMs mean no more searching endlessly through emails or spreadsheets. All your customer data is in one place, and easy to access. For example, if you’re running a flower shop, you can keep track of all customer orders, preferences, and messages in one place. This makes it easy to figure out what your customers really want, so you can market to them special offers based on their preferences.

Improving Communication

Track interactions so you can follow up at the right time with the right message. For instance, a CRM can remind a salon owner to send appointment reminders, reducing no-shows and keeping her team’s schedule full. Here are some more benefits of using a CRM. 

Automating Tasks

Save time on repetitive tasks like sending follow-up emails after a request for a consultation. For example, a small law firm can set up automated follow-ups for potential clients who haven’t completed their initial consultation forms.

Pro Tip: When it comes to choosing a CRM for small business matters, make sure all your platforms can talk to each other. Broadly’s integrated marketing campaign solutions can complement your CRM by providing additional tools to help you manage your online presence and customer interactions—plus, it works with your existing programs too.

Key Features to Look for in a Small Business CRM

When choosing a CRM for your small business, keep an eye out for these essential features:

1. Contact Management: Keeps all customer information organized and easily accessible.
2. Sales Pipeline Tracking: Visualizes your sales relationship building process and tracks deals from start to finish.
3. Reporting and Analytics: Helps you gain insights into your sales performance and customer behavior.
4. Email Marketing Integration: Sends personalized email campaigns directly from your CRM.
5. Task Management and Automation: Helps you stay on top of your to-do list and automate routine tasks.
6. Mobile Accessibility: Allows you to access your CRM on the go with a mobile app.
7. Advanced customization Options: This means you can tailor the CRM to fit your current business processes.

Top CRM Options for Small Businesses

Here are some popular CRM solutions that are well-suited for small businesses:

Broadly

• Pros: User-friendly interface, 24/7 customer support on all plans, unlimited users, subscription includes all features, not just a CRM, and integrates with various third-party business tools.
• Cons: Higher upfront pricing compared to some competitors.
• Pricing: Plans start at $187/month if billed annually (unlimited users).

(Source, Broadly)

HubSpot CRM

• Pros: Free CRM plan available, easy to use, integrates with many other tools.
• Cons: Limited features and support on the free and starter plans, can get expensive as you add more features and users.
• Pricing: Paid plans start at $20/month per user.

(Source, Hubspot)

Zoho CRM

• Pros: Affordable, highly customizable, with a wide range of CRM features.
• Cons: Steep learning curve, and support can be slow.
• Pricing: Plans start at $20/month per user.

(Source, Zoho CRM)

Salesforce

• Pros: Robust features, good customizations, and integrates with many third-party apps.
• Cons: Upgrading to additional features can get expensive, with a complex setup and limited support options available on lower-tier plans.
• Pricing: Plans start at $25/month per user.

(Source, Salesforce)

Pipedrive

• Pros: Affordable, user-friendly, great for sales pipeline management, and strong reporting tools.
• Cons: Limited features beyond sales, no free plan available, limited support hours.
• Pricing: Plans start at $14/month per user.

(Source, Pipedrive)

Freshsales

• Pros: Built-in phone and email, affordable, with AI-based lead scoring.
• Cons: Some features are only available on higher plans, with limited integrations and customer support.
• Pricing: Plans start at $9/month per user.

(Source, Freshworks)

Insightly

• Pros: Wields project management integrations, advanced reporting options, and a comprehensive mobile app.

• Cons: Some features are only available on higher plans, limited leads/contacts, and limited customer support options.
• Pricing: $29/month per user.

(Source, Insightly)

Comparison Table of Key Features

So, how do all these tools stack up to one another? Let’s compare them side-by-side:

How Broadly is Different

• • Unlimited Seats: One flat fee, no extra cost per user.
  • Full Function Mobile App: Complete functionality without needing to rely on a desktop application.
  • 24/7 Support: The level of support you receive is not gated by your subscription level, and email and phone support are available 24/7 for all plans.
  • More than a CRM: Your subscription to Broadly gives you access to more than just a CRM, but our entire range of features from social media management to reputation, and local SEO to SMS campaigns.

Broadly stands out because we offer unlimited user seats, a fully functional mobile app, and comprehensive, non-gated customer support, making it highly adaptable and accessible for small businesses.

How to Evaluate and Choose the Right CRM for Small Business Marketing

To choose the right CRM for your business you first need to:

Step 1: Assess Your Business Needs and Goals

Understand what you need from a CRM and how it will support your goals.

Example: A boutique clothing store may need a CRM that integrates with their e-commerce platform and helps manage customer loyalty programs.

Step 2: Set a Budget

Determine how much you’re willing to spend on a CRM.

Example: A small accounting firm could set a budget of $50 per user per month, looking for a CRM that offers robust reporting features within that price range.

Step 3: Consider Scalability

Choose a CRM that can grow with your business.

Example: A small startup plans to expand rapidly, so they choose a CRM that can add users and features as they grow over the next few quarters.

Step 4: Evaluate Ease of Use and User Interface

Ensure the CRM you choose is user-friendly and offers quality customer support and onboarding. 

Example: A team of non-technical users would best choose a CRM with a simple, intuitive interface to minimize training time.

Step 5: Check Integration Capabilities

Make sure the CRM can integrate with your existing tools.

Example: A small law firm may need a CRM that integrates with their document management system and email platform.

Step 6: Read User Reviews and Testimonials

Pay close attention to the reviews, do they seem legit? And look for feedback from businesses similar to yours.

Example: A café owner combs reviews to find a CRM that has been well-received by other small hospitality businesses.

Step 7: Take Advantage of Free Trials

Finding the right CRM for your small business can take some trial and error. Test drive different CRMs before making a final decision.

Example: A digital marketing consultant could try out several CRMs over a few weeks to see which one best fits their workflow.

Implementing CRM in Your Small Business

Once you’ve chosen a CRM, follow these steps to set yourself up for success:

Step 1: Develop an Implementation Plan

Outline the steps needed to get your CRM up and running. Each business is different, so lean on staff for insight or an external consultant to set up the best implementation plan.

Example: After consulting several members of her team, an owner of a small retailer creates a timeline for importing customer data, training staff, and rolling out the CRM in phases over the course of a month.

Step 2: Prepare Your Team for the Transition

Clearly communicate the benefits of the CRM and provide training to make the uptick in adoption go more smoothly.

Example: A dental office schedules training sessions to ensure all staff members are comfortable using the new system.

Step 3: Import and Organize Your Data

Knowledge is power. That’s why you need to ensure all customer information is accurately imported and organized.

Example: A cleaning service organizes customer data by service history, preferences, and contact information.

Pro Tip: After migrating all your data to your new CRM, make sure to keep the original data backed up in multiple locations, such as a secure computer or on an external hard drive to keep this info safe.

Step 4: Customize the CRM to Fit Your Processes

It’s time to make it your own. Tailor the CRM to match your specific business needs.

Example: A landscaping company customizes their CRM to track project details, equipment used, and seasonal maintenance schedules.

Step 5: Provide Training for Your Staff

Ensure everyone on your team knows how to use the CRM effectively by planning out and providing comprehensive training. Seek out training resources available from the CRM, or schedule an onboarding session with a representative.

Step 6: Set Up Integrations with Other Tools

Connect your CRM with the other tools you already use, such as email marketing platforms.

Example: A travel agency integrates their CRM with their booking system and email marketing software to streamline operations.

Step 7: Establish Best Practices for CRM Usage

It’s important to establish some ground rules for using the CRM system. This means setting up clear guidelines for the team on how to make the most of the CRM. 

These guidelines should cover things like how to enter data, the best way to communicate using the CRM, how often to use it, and any specific processes or workflows to follow. 

It’s really important that everyone on the team knows and follows these best practices to get the most out of the CRM.

How to Maximize ROI from Your Small Business CRM (with Examples)

Here’s what you need to do to get the most out of this investment:

• Set Clear Goals and KPIs: Define what success looks like and track your progress.
  • Example: A home renovation company sets goals for increasing customer satisfaction scores and reducing project completion times.
• Regularly Review and Clean Your Data: Keep your CRM data accurate and up to date.
  • Example: A small bookstore regularly updates customer contact details and purchase histories weekly to maintain a clean database.
• Utilize Automation Features: Automate repetitive tasks to save time.
  • Example: A car repair shop automates appointment reminders and follow-up emails for service feedback.
• Continuously Train and Support Your Team: Provide ongoing training and support when necessary.
  • Example: A real estate team holds monthly training sessions to cover new CRM features and best practices.
• Leverage Reporting and Analytics for Decision-Making: Use CRM data to inform your business decisions.
  • Example: A marketing firm uses CRM analytics to identify which services are most popular and adjust their offerings accordingly.
• Integrate CRM Data with Marketing Efforts: Use your CRM data to enhance your marketing campaigns.
  • Example: A bakery uses customer purchase history to create targeted email campaigns promoting seasonal specials.
• Regularly Reassess and Optimize Your CRM Usage: Continuously look for ways to improve your CRM processes.
  • Example: A photography business periodically reviews their CRM setup to ensure it’s meeting their needs and looks for ways to streamline workflows.

See more CRM guides here:

• What Is Customer Relationship Management?
• Customer Relationship Management Examples
• How Customer Relationship Marketing Can Grow Your Business

Transform Your Small Business with CRM

By following these steps, you can transform your small business operations and build stronger relationships with your customers using the right CRM. And remember, Broadly offers additional tools that can enhance your CRM implementation and help you maximize your ROI. Wanna learn more? Book your demo today!