Account-based marketing is a targeted strategy that revolves around building a personal relationship with your prospective clients.
As such, you need to make sure that you’re targeting the right people. Companies have always struggled with finding new audiences for their products and services. They have done this in the past by advertising on TV and in magazines, and then more recently by using pay per click advertising. They want to get the attention of a specific person, and they want that person to visit their website, or contact them directly.
An ABM campaign takes a lot of hard work and commitment, so you must put your efforts into the right leads.
The best way to do this is to make sure that your inbound marketing strategy generates quality leads that are likely to respond well to ABM and will convert.
There are many different inbound marketing strategies that you can try, but one of the most cost-effective and efficient is to use your company’s social media presence. Social media has become a powerful way to connect with today’s consumers. According to a recent study by the Global Statshot Report, more than 50 percent of all adults use at least one social media platform. If you aren’t using social media to reach your target audience, then you are missing out on a huge marketing opportunity.
After all, your social media accounts are a necessary part of your business, and form the backbone of your marketing and customer service strategies, so why not use them to generate quality leads?
Social media can be the perfect way to find great targets for your ABM campaigns, but only if you use it right. To help, here are some practical tips to get you started on the road towards generating quality leads that will convert and drive your business forward.
Keep Your Social Media Accounts Active
An obvious tip, but one that needs to be included: keep your social media accounts active. If you let them lapse, then any activity will appear suspicious, and you won’t be able to generate the leads you need.
As such, you need to keep your accounts active and populate them with a variety of content. If you use quality, creative content and share it regularly, then your followers won’t feel like you’re always selling to them.
By keeping your firm’s social media accounts active and posting on them regularly, you’ll also be able to generate more leads, because your accounts will earn more followers and your posts will receive more traffic and engagement.
You can then target anyone who visits your website or engages with your social media content and profile them to understand what they might need.
Once you know what they want and need, you can incorporate them into an ABM campaign, or even establish a 1-1 ABM campaign for them. This approach can help you to provide them with bespoke content and targeted marketing materials that result in a high-value sale and a long-term business relationship.
Get Creative With Your Social Media Posts
Dull and derivative social media content won’t achieve engagement or entice followers to visit your website and explore your company’s offering further.
As such, you need to make sure that you post creative social media content that intrigues your followers, asks them questions and encourages them to engage with your company.
Creative, engaging content will help your social media platforms to generate high-quality leads, who will be more likely to respond well to a targeted ABM campaign.
For social media leads, you could consider using creative ABM tactics to keep them interested and funnel them through from passing social media browser through to a satisfied paying customer.
As a B2B marketer, you know that having a clear, compelling and distinct message and voice to drive engagement and lead generation is critical. So, how do you transfer your brand’s voice and tone to your social channels?
Make It Personal
As mentioned above, 1-1 ABM campaigns are an ideal way to turn your leads into customers. This strategy doesn’t have to begin with emails; you can start an ABM campaign over social media, either through private messages or public responses to their queries on your posts.
By interacting closely with your leads on social media, you’ll be able to show them that your business is committed to supporting potential customers and guiding them through the sales process, rather than just shoving sales materials down their throats.
You can also consider creating personalised content, such as bespoke whitepapers or diagrams that answer your prospect’s questions and show them how they can benefit from working with your company.
Explore The Latest Social Media Platforms
Social media is always growing, and new platforms appear regularly. Some are flash-in-the-pan fads that fade quickly into obscurity, whereas others become popular and embed themselves into popular culture.
Early adopters of new social media platforms often achieve greater success on them in the long run, but you mustn’t just sign up for accounts on every social media site that you see.
Instead, it would help if you stay informed about the newest social media platforms out there by following a social media blog. They will be able to show you the benefits and popularity of each new platform so that you can find a selection that suits your business needs and will integrate well into your inbound marketing strategy.
Stay Updated On The Latest ABM News And Tactics
Both social media and account-based marketing are continually evolving niches, so you need to stay up to date on the latest developments in each sector.
Learn about the latest ABM news by signing up for the ABM Hero newsletter, which will send updates on the market right to your inbox. We’ve got news, views and opinion pieces from some of the industry’s leading ABM experts so that you can learn from the best in the business.