4 Steps to Engage Audiences with ABM Content
2018 Social Media Marketing Planning Guide
Your marketing strategy is one of your biggest expenditure—and one of the most vital sections and mainframes of your business. Account Based Marketing, more commonly referred to as ABM, is an upcoming marketing strategy that many businesses are using more and more.
Usually utilized by B2B companies, ABM is an essential operational tool that sets out to create the deepest engagements and connections with your most valuable customers and ‘accounts’. “This is done using an increased amount of cross-selling—“utilizing the business connections you have already made in the past to generate more success for your business,” explains Willie Lucas, a Marketing Strategist and Huffingtonpost contributor.
Sounds ideal, doesn’t it? Fortunately, implementing ABM into your business using content isn’t as hard as you might think. In fact, here are the four main steps to get you started!
Introducing Cross-Selling & Up-Selling
Into this step, you’ll need to start introducing cross-selling and up-selling to your marketing plan. In this step, you’re creating messages that can be edited and manipulated depending on who you are targeting.
For example, your standard message could be something like;
“You need a leading communication package that can help to bring your teams together, accessible across any device and dramatically improves communication.”
This could then be edited for cross-selling and up-selling to CIOs, CFOs and CHROs, helping you to create custom pitches which highlights the same benefits but in a way that each individual will be able to understand, helping you to maximize your opportunities and your sales.
You can also research what content works and doesn’t work using tools like BuzzSumo, allowing you to find the information you need.
Personalizing Your Content Quickly
Your content is one of your main marketing weapons, so it’s common sense that it will be used in your ABM strategy. For a clearer perspective, imagine your current content is a gigantic goalpost, and you only have a tiny football. ABM, on the other hand, means you’ve got a tiny goal post and a tiny football. It has to be precise.
Firstly, you’ll want to research and highlight the accounts that you’re going to target. Once you’ve highlighted a selection of accounts, you’ll need to go through and identify the people responsible for making the decisions within those accounts. These are the people you want to target as they will have the final say—and can give the green light to purchase.
With this information, you can start to create custom content for these individuals, content that speak their language. You can use their names, their writing style, a format that they respond to well, and play to their interests and priorities. You can use tools such as Academized and Australian Help to create this high-quality custom content from scratch.
Personalizing Your Communications
When you’re attempting to sell your business using the ABM model, your main approach to sales is by detailing and tailoring your products and services to be highly specific to the needs of the other business. This being said, you need to create content that will only be specific to the business that you’re writing it for, so much so that it wouldn’t even make sense to another business.
You can customize and personalize your content using what is known as ‘The Content Pyramid’. At the base of the pyramid, you can have your product or service described in such a way that everybody would be able to understand and see the benefits.
As you move up towards the top of the pyramid, you need to make that content increasingly specific. To do this, you need to identify the needs and requirements of your target business and cater your descriptions and pitches to match these needs.
One of the more abstract but essential ways to implement an ABM strategy is by creating a survey. To do this, you only need about 4-10 survey questions. You can use Big Assignments or Oxessays to make sure the survey isn’t too long. Within these questions, you can ask about an individual’s role within a company, as well as their budget requirements and experience with solutions such as yours.
You could even offer an incentive for organizations to complete the survey. Once completed, the survey will give you the appropriate candidates and professionals that are genuinely interested in your products and will guarantee high response rates. You can then share your surveys on your social media profiles.
Using Social Media in Your ABM Strategy
Social media is a must when it comes to ABM marketing and there’s simply nothing like it. Using your preferred platform, you can directly connect with your customers in real-time, giving them a personal experience that they won’t find anywhere else.
There are several ways you can utilize social media in your strategy. Firstly, you can use it to track down the individuals within a company or organization that have the purchasing power that you need to target. You’ll also be able to use their pages to find and collect data and information that can drive them to purchase, as you can tailor content to fit their needs at any stage of the buyer’s journey.
You’ll always be able to use this information to tailor personalized content that is catered for each individual and can answer all their questions and tick all their boxes, simply by seeing what content they post and share on their own profiles. You can also use copywriting tools, such as Resumention and Academadvisor to generate this kind of personal content.
This will help you develop highly personal and connected relationships that will generate sales for your business.
Implementing an ABM strategy doesn’t have to be as complicated as it first seems. By using ABM, you’re streamlining your processes to be highly profitable and cost-effective at the same time, helping you take your business to new levels of success.
During our Data and Drinks event, our panel of experts agree that authenticity is going to be key in 2018. To learn more, or to discover more of their social media predictions, read our blog post, 2018 Social Marketing Predictions: What the Experts Say.
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Gloria Kopp is an ecommerce marketing consultant and a content writer at Academized. She write professional advice columns at Microsoft and Australian Help blogs. Gloria is an author of Studydemic blog where she writes her guides and reviews with students and educators.