A guest post by Rachel Hesser.
ABM (account based marketing) is a marketing strategy that focuses on customer-centricity, not product-centricity. It is a marketing technique that allows marketers to create personalised experiences for their consumers.
Businesses can implement it through digital channels like email, social media, mobile apps, and websites. It focuses less on the product or service of the company and more on the customer overall.
There are many ways a business can boost its ABM strategy in a meaningful way, one of which is through social media.
Social media is a digital platform that allows people to connect, share, and create content. It is an effective tool for ABM because it enables you to reach out to your audience and understand their needs more personally.
Here are eight plausible ways to use social media within your ABM strategy.
1. Identify your target audience
ABM is an approach to marketing that focuses on understanding how people make buying decisions. It combines online and offline channels and relies on understanding what your target audience wants to see to succeed.
Social media can be an excellent tool for identifying your target audience. It allows you to see what people are interested in, what they are talking about, and how they react to different messages. Knowing this information will help you create content that will resonate with them and help you reach your goals.
The main goal of social media should be to find out which social media platforms work best for your business to maximise the conversion rates from these platforms into sales.
2. Follow the right people
ABM is an effective strategy for companies wanting to grow their social media reach and engagement. It’s crucial to find the right people to follow on social media and ensure you follow them consistently.
It’s also essential to follow the right people on social media who are in your target audience. This step will help you understand what they like and don’t like and how they react to different content types.
By following the right people on social media, you can better understand your target audience and develop a more meaningful ABM strategy for your company.
3. Listen with intent
The use of social media has become a necessity in today’s marketing industry. However, the social media platform can be time-consuming and stressful to interact with customers. This noise is why listening with the intent on social media can help your ABM strategy.
To listen with the intent on social media, companies should focus on what their audience is saying and respond to it accordingly. When companies listen to their audience, they can create better connections with them and provide value for them in return.
Listening with intent can be an effective way to understand your customers’ needs. You can use this knowledge to develop relevant content for them, or you can use it as an opportunity to discover new opportunities that you might not have seen otherwise.
4. Interact with authenticity
ABM is a marketing strategy that builds customer relationships through content and social media. Social media is one of the most effective ways to build these relationships.
The key to success with ABM on social media is authenticity. If you want your customers to be loyal and engaged, you need to provide them with content they can relate to and share with their friends. Companies must ensure that they give this kind of content correctly so it doesn’t appear fake or disingenuous.
Not all interactions on social media are authentic, though. There are plenty of times when brands try too hard or use too many tactics to get more engagement from their followers. This approach can lead people to question whether the interaction was real or not, which can hurt your brand’s reputation.
5. Evaluate your content strategy
Your overall ABM marketing campaigns should follow your content strategy well.
Social media is a great place to be for content marketing. It provides an opportunity to drive traffic, build brand awareness, and grow your audience. But, to reap the benefits of social media marketing, you need a well-designed content strategy that includes social media.
Content marketing is becoming more critical than ever as it has proven its effectiveness in driving traffic and growing brand awareness. It is not just about advertising or promoting products anymore but also about providing valuable information to your target audience.
6. Target specific contacts with micro-targeted social ads
ABM is a marketing strategy that actualises the idea of segmenting your target audiences and then reaching them with personalised ads.
There are many benefits of using social media for ABM. For example, you can use social media to reach people who are not on your email list or don’t have a website. It’s also more cost-effective to use social media than email marketing because you can reach more customers with less money.
Social ads are micro-targeted ads that allow you to target specific contacts and send them relevant messages at the right time. They are highly effective because they allow you to send messages that will interest your contacts and enable them to feel like they’re receiving something valuable from you.
7. Build and strengthen relationships
Social media is excellent for building and strengthening relationships. It enables companies to reach out to their target audience and connect with them.
Going social is also an effective tool for ABM because it allows companies to find the right people that are most likely to buy their products or services.
8. Use influencer marketing to engage target accounts.
Social media is one of the most effective tools for reaching your target audience. It has a broad reach and provides a great way to engage with customers.
One of the best ways to use social media is influencer marketing. This strategy allows you to reach your target audience authentically by leveraging the power of influencers.
Influencer marketing is all about using a trusted source or person who influences your target market to promote your products or services and engage with them on social media channels, blogs, and other online platforms.
Are you able to use an ABM strategy?
Social media is a powerful tool that all marketers use in their arsenal, so your ABM strategy should also include it in there as well. Otherwise, you might miss out on opportunities to connect with your target audience where they hang out on the Internet the most. Make sure to incorporate these social media marketing tips into your ABM strategy to get closer to your customers sooner.
About the author
Rachel Hesser is a content writer and producer for businesses that specialises in web design and social media. Her mission is to help non-tech business owners to embrace technology.