ABM is definitely not new but it has become more popular recently. It is a type of marketing by targeting a very specific group of prospects who have a need and the budget for your product. It’s very expensive so, as previously stated, ABM should be used on luxury products and few customers who can buy them.
Because it’s so expensive, it should be done right. It requires a specific skill set to write this kind of content.
Here are some general tips:
Before you start writing the copy, you need to do thorough research.
First, identify your customers – critical decision makers within the company. There could be several of them but their priorities could either agree or conflict. You can start by identifying the one that needs to be convinced first before moving the decision up the chain of command. Figure out what each of the decision makers prioritizes and create content based on that. Next, find out as much as you can about their corporate structure. Then, research their problems and see how your solutions fit in.
Create quality content
Once you do a deep research of what your client needs and how your products fit in, you can start writing. Your content needs to based on specific needs of your customer. It shouldn’t read like marketing fluff but rather an objective story in a marketing publication or an analyst report. In addition, the content needs to be useful and interesting enough that it can grab your reader’s attention. You should make sure that it’s simple and concise, without redundancies or repetition.
Jargon is the enemy of good copy. What you write should come off as conversational, not stuffy. If you send a copy full of technical jargon, your customer will feel excluded and confused.
“However, you don’t really have to dumb your content down. Simply replace long, dictionary words with their simpler counterparts and avoid using acronyms which no one outside your niche really understands”, – explains Benjamin Thomas, a Content manager at Academized and Bestbritishessays.
Don’t waste their time
You are selling a product that not many customers can afford. You are selling it to high-value prospects. Wasting their time is not an option. Create pitches that are highly relevant and valuable to your audience. Fluff will not do but high-quality content will.
The most important thing when it comes to ABM is creating targeted content. Without it, you are selling the product just like you would anything else.
Target your content according to your research. Create copy that is specific and tailored for that group or user specifically.
Write clear copy
Before you submit any piece of writing, just ask yourself if your parent or friend would be able to understand it and find it compelling. Simplicity and clarity are your best friends when writing ABM copy. Clarity also means accuracy – no grammar or spelling mistakes that bother your customers.
However, achieving both clarity and accuracy could be a bit tricky. This is why we recommend using these tools.
– Viawriting – Grammar is really important when writing ABM copy. With many grammar mistakes, your customers would think of you as unprofessional. This tool could assist you.
– Mywritingway – Another helpful grammar tool which can serve to check your writing once you are done.
– Oxessays – Redundancies are definitely not one of the staples of good copy. Remove them with this tool.
– Study demic – Any good piece of copy should be properly formatted. This means using a lot of short paragraphs thus creating a good looking structure with plenty of white space. Here is the perfect formatting tool.
– Revieweal – Coming up with subject lines and titles can be tedious and often unfruitful. However, it is these things that hook your reader. Use a generator like this one to get better at this part of the job.
Your copy is made to gather conversions and a positive response. To achieve this, you need to include all of the necessary elements. For one, first paragraph should grab your reader’s attention by providing some new and compelling information on something that’s highly related to their business. The body of the text should reiterate how what you are offering can help with their challenges and how relevant it is.
There should be an elevator pitch as well, short paragraphs or persuasive text which reader can swiftly absorb.
Over To You
ABM can be a bit tricky at first but once you get a hang of it, it can create a tremendous value for your brand and your company. Write with your reader in mind, with his challenges and problems in mind. Follow these tips to make sure that the copy you create is of top quality.
Have you read the ABM Playbook? Download and read the definitive guide to nailing your account-based marketing strategy. No fluff, just good stuff.