Given the growing personalization and UX trends in content marketing, businesses should rethink the way they approach customer engagement. According to Forbes, 97% of marketers claim that account-based marketing (ABM) content strategy has a significantly higher return on investment (ROI) compared to traditional digital advertisement.
Developing an ABM program of your own with an emphasis on personalized content cannot only transform the way you attract leads but also add originality and creativity to your marketing materials. However, finding the right balance of sales-oriented goals and personalization in your content isn’t as straightforward as it seems. With that said, let’s take a look at how you can create, distribute and monetize your ABM program content marketing materials and grow your business as a result.
Benefits of ABM Program Implementation
Before we get any further in terms of content distribution and personalization, let’s talk about ABM and the advantages it can bring to your business. Marie Fincher, head of content at Trust My Paper spoke highly on the matter: “I find ABM marketing more straightforward and freer of time-consuming market research compared to SEO or paid SERP ads. I’d suggest businesses with established mailing lists or mandatory account creation to rely on ABM marketing more than any other form of digital advertisement.”
Account-based marketing is, as the name suggests, a marketing strategy aimed at individual online accounts with their own sets of browsing patters, search habits and product expectations. Targeting high-performing accounts through an ABM program means that you will always have a clear idea on what hooks and emotional triggers work for that particular customer. With that said, the advantages this type of marketing strategy can bring to your business include but are not limited to:
- Faster campaign turnaround times
- High emphasis on personalization
- Faster customer engagement and conversion
- Growth of brand reputation and customer loyalty
- Cost-efficient compared to traditional online marketing
Create, Distribute and Monetize your ABM Content
- Research the Customer Base
The first order of business in terms of defining your ABM program is to research the customer base which you aim to attract. Knowing who your audience is will help your personalized content marketing efforts in a big way.
No two demographics will ever react the same way to a piece of content, a video or an infographic you push their way with the intent of selling a product. Make sure that you are clear on who you want to attract with your product or service portfolio and your ABM program’s foundations will be that much better for it.
- Define your Distribution Channels
Another important element of ABM program ideation is the number of communication channels you want to use in your marketing campaign. Do you intend to push your content through email lists, phone numbers (messaging apps) or social media platforms such as Facebook and Twitter?
Creating personalized content for Instagram or LinkedIn is drastically different compared to content created for messaging app popups or chatbot engagement on the web. Define your channels and find a professional ABM platform to use for your content distribution once you have a clear idea on your sales goals and customer profile targets.
- Create an Account Pool
The next order of business in terms of distributing your ABM program content is to create an account pool which will receive your sales materials. This is where the majority of your customer filtering and targeting will happen since you will effectively eliminate individuals who don’t fit your customer criteria.
Filters such as job title, industry occupation, professional background or geo-targeting can be among some of the elements you choose to filter customers. While the resulting account pool may seem small at first, every individual on the list will have a very high chance at conversion compared to traditional content marketing without precise audience-segmentation.
- Craft Original, Relevant Content
When it comes to content production itself, your ABM program should feature content that is both original and relevant. Originality comes from creative writing or from offering a different perspective on a familiar product or service. This approach to content creation will put a positive spotlight on your brand since you will come off as refreshing to the potential customer.
Relevance comes from correct ABM program segmentation and account pool creation, meaning that you should always create personalized content which caters to those users. Platforms such as Grab My Essay and Evernote can be utilized to write and manage multiple ABM program content funnels at once, so make sure to create original and relevant materials toward your sales efforts.
- Include Social Proof
Social proof is an important sales incentive in both B2B and B2C content marketing, and especially in ABM programs. You can use social proof in terms of visualized data, numeric information or testimonials to drive your sales point home with targeted accounts. Make sure to select numbers and data that which are personalized in that particular campaign to make the most of this type of content marketing.
For example, if your goal is to drive physical product sales in the next month, social proof which revolves around social media marketing won’t help your cause. Tools such as Studicus and Grammarly are readily available for writing and editing of social proof content – use them to improve your ABM programs prospects of attracting more sales over time.
- Integrate Calls to Action
Even though ABM programs target accounts which will receive personalized content curated for their preference, calls to action can still make a difference. This traditional marketing strategy includes short but impactful messages which can be placed at the start or the end of your sales content.
Messages such as “Get in touch with us today” or “Call in order to receive free shipping” can do wonders for your engagement rate, especially if you address the receiver by their name or surname. Calls to action are a great marketing tool which can be used to hook the reader and/or seal the deal depending on their placement – make sure that you use them.
At first glance, ABM marketing may seem very similar to segmented email marketing which is traditionally associated with audience targeting. However, ABM can offer much more than that if you utilize its features correctly.
You can manage your customer relations and cultivate your brand reputation through an ABM program unlike any other form of digital advertisement. For that reason alone, this form of marketing is worth considering – give it a shot and let us know about your experiences with ABM marketing in the comments section below.
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