Producing content has been the number one priority for marketers all over the globe for years. Content marketing is definitely an essential concern for both small and big businesses, and people are aware you can’t go very far without it. It’s clear that everyone who’s trying to build a brand, sell something or offer a service need to think about ways of launching successful campaigns and producing quality ads. However, there’s more to content marketing than producing generic content and hoping for the best.
Account-based marketing (ABM) is a strategy focused on reaching a specific set of accounts within a company. The efforts behind it differ from the typical content marketing strategy in that they’re much more goal-oriented and personalized. This type of marketing is aimed at a smaller portion of potential customers but, if carried out properly, it drives engagements and brings results.
If you’re eager to learn ways of using content in account-based marketing to help you drive customer’s engagement, just keep reading. Take a look at the strategies you can start employing today.
Focus on the Organization/Company
The number one rule of account-based marketing is to always work with the organization in mind.
Before starting the actual content-creation process, find answers to the following questions:
- Who am I trying to reach?
- What do they do?
- How can I personalize content for them?
- What is the best way for me to approach them?
Everything starts and ends with these questions. Gather all the information you can, using their website, contacts, social media accounts or any other sources you can get to.
Once you’re certain you’ve got all the information you could put your hands on, you are ready to actually start producing content.
Deliver to the Right People
In every company, organization or business, there is a number of people who make all the decisions. That includes deciding whether or not they should hire you and choose the solution you’re offering them as the best one.
It’s your job, as an ABM marketer, to identify all the most important links in the chain and produce content aimed specifically at convincing them you’re right for them.
For example, you need to craft or adjust content to reach out to:
- CFOs
Focus on the financial aspect of the potential cooperation. - CEOs
Emphasize how choosing you will have a long-term positive effect on the growth of the company. - CMOs
Talk about the impact your services will have on the image of the target company and their brand identity.
Even though it sounds like a lot of work, it’s definitely worth it. With this kind of an ABM approach, you’re making sure you’ve got everyone covered, and not just part of the stakeholders.
Deliver at the Right Time
Another majorly important factor, which influences the entire process of driving customers engagement and using content as a part of an ABM strategy is your timing.
Timing is key especially in situations when ten or more stakeholders are making all the decisions.
You need to be aware that your proposal goes from one hand to the other. They don’t sit at a round table and discuss the whole thing together.
This means you have to be very wise when it comes to timing.
- When should you play your cards?
Once you produce all the specific, position-based content, it’s time to decide when to use it.
Learn about the decision-making process of each organization or company you’re trying to win over.
Then, make sure to gradually release content when the time is perfect.
Reuse but Personalize
With all the personalized content and the company-specific details you need to be aware of, how can you have the time to simultaneously work on multiple accounts?
Even though personalization is the basis of ABM, it doesn’t mean you need to start over every time a new account is in question.
Instead, you can reuse your previously crafted content, after making some changes.
Instead of starting from scratch, adjust the existing content to make it suitable for your next account.
Focus on reusing content which showed to be successful in the previous campaigns to ensure you repeat the success.
Facebook ads
Facebook can be a great tool for ABM since it offers quality advertising.
The reason Facebook is great for ABM is that it offers various targeting filters for their ads. This helps you ensure the right people get to hear the message you fashioned specifically for them.
Source: https://www.facebook.com/business/ads/ad-targeting?ref=ens_rdr
This way, you can use filters such as:
- age
- gender
- location
- interests
- education
- relationship status
- job title
- behavior
“You can make a Facebook ad as specific as you need it to be for your ABM strategy. Then, you can publish ads knowing exactly who’s going to see them and why” says Ethan Dunwill, a marketing specialist and CEO at Hot Essay Service.
Personalize your Emails
Email personalization isn’t a new thing.
In fact, marketers have been using it since forever. It includes using the recipient’s first name and adding other personal details into the email body.
However, with ABM, you need to take it a step further than just the first name.
Write your messages with specific calls-to-action, personalized offers or invitations for private presentations and demonstrations.
Make sure the recipient feels appreciated and realizes the effort you needed to invest in making it all work.
In case you’re struggling with producing engaging and compelling content for all your accounts, or you need help with a certain stage of the content-creation process, here’s a list of readily available tools and services which can help you out:
- Supreme Dissertations– If you don’t have the time to proofread, or you’d like a second opinion, you can send any text to this writing service and have them do it for you.
- Grammarly– If you’re afraid there might be some mistakes in your text, use this tool to detect them and remove them easily.
- Rewarded Essays– This service offers professional writers who can edit or even rewrite your entire text, to make it impeccable and ready for publishing and sending.
- Hemingway– You can’t allow any spelling or grammar mistakes in your content. This tools finds them for you and helps you proofread the entire text.
- Grab My Essay– Sometimes you just need a hand with content production. This writing service can help you deal with everything from writing to editing.
Conclusion
ABM is an upgraded version of your typical content marketing strategy. All you have to do is think more specific and find the right target.
Once you know who you’re trying to reach, make sure to create content suitable for their specific needs. This way, you’re upping your chances at sealing the deal.
Have you read the ABM Playbook? Download and read the definitive guide to nailing your account-based marketing strategy. No fluff, just good stuff.
