Account based marketing, or ABM, is a form of marketing that focuses on customers with whom you have accounts. It involves being personal with them so that it would be easier to sell them products and services. It is all about knowing your customers so well that they are open to new ideas and will not reject your products.
A collection of content can be created in order to provide your potential customers with all the information they need. The content should be personalised by customer segmentation and based on the audiences’ needs. You can create it by developing engaging webinars, info-graphics, email newsletters and various other types of content that are tailored for each customer group.
The goal is to make sure your audience is aware of all the features and benefits of your product in order to encourage them to purchase it in the future. You need to make sure that they are engaged at all times so that they will stay tuned in for more great offers and content updates.
The following are some effective strategies to personalize content for account-based marketing:
Strategies to Personalize Content for Account-based Marketing
1. Bench-marking the audience
One of the most effective ways to personalize content for account-based marketing is by finding out information about your targets. You can use feedback from previous connections or venture into areas that are related to their interests. Find out what they are looking for because this will help you generate content that is better suited for them.
2. Utilizing essential responses from the customer base to curate content specific for each buyer persona
Encourage your buyer persona to reach out to you via social media platforms in order to share their thoughts about your products. This way, they will be able to know what they are looking for in the market and you will be able to provide them with relevant products that are ideal for them.
3. Adapting content based on the interests of the audience
The various interests of different buyer personas can help you focus on certain areas that are very relevant for them. For instance, if you are a car dealer, it would be vital to use videos about cars so that they could learn more about them. You can also feature all kinds of gadgets related to technology so that online buyers have access to information about recent developments in the field.
You can also talk to the customers who visited your company first before you start selling products. They should be able to help you know more about what type of products they are interested in buying. You can use customer research tools, online surveys, group discussions and other similar methods. Organize your content by buyer persona so that you will be able to get more insights on their needs and wants.
4. Taking advantage of the real-time communication channels
When you use these channels for communication with the target audience: social media, blogs, chatbots and others, you can easily answer their questions and respond to their feedback. You can also provide them with personalized content based on what they have already been exposed to.
5. Having a well-designed website that is easily navigable and easy to understand
Don’t forget to optimize navigation pages for search engine optimization (SEO). Avoid the use of calls-to-action that are disruptive or inappropriate for your website, such as pop ups or pop unders. This is just one of the reasons why you have to choose the right keywords for your content so that it will get more exposure on different search engines. The more search engines see your content, the more traffic you will have on your website. You can also consider using compelling headlines and images for greater click-through rate (CTR). It would be good to use a variety of images so that more people could get interested in what you have to offer.
6. Use email marketing tools, and utilize video marketing to increase the number of conversions for your content
Emails and videos are both powerful tools because they can help you deliver messages that are direct to their inbox or on their televisions. You can use videos as a way to engage with your customers and provide them with valuable information. One of the best ways to use video marketing is by providing them with content related to the latest updates in the industry. If you’re planning to sell beauty products online, it would be helpful if you share tutorials that will enable your target audience to learn more about skin care and beauty products available in the market today.
Provide your visitors with a well-designed page that is easy for them to navigate through using the different pages of your website. If you make it easy for them to access your products, you will be able to retain them as customers because they can easily find what they are looking for.
8. Frequently updating content
It’s important to deliver your content on a regular basis so that your visitors get more of the latest information about the product. This is good for your business because more people will know what they are looking for, especially if you are dealing with new items in the market.
9. Incorporating social media channels in communicating with potential buyers
Social media is one of the best tools that can help you engage with your customers on their favorite channels. Using social media monitoring software, to keep an eye on the keywords that are trending in the industry and find out what works best for your business. Make sure that you are engaging with your target audience, and they will be more likely to buy your products.
10. Don’t forget to experiment with the pricing of your products
Try different pricing strategies to see which one works best for you. Remember that the type of product that you are selling matters because it will depend on the kind of pricing strategy to implement. You should keep in mind that price can be used as a persuasive tool, so make sure that it is relevant for each buyer persona. If you are selling items in bulk, try to use bulk pricing plans so that more people will purchase from your store instead of buying from other online shops.
11. Make the content useful for users by adding useful links
By using search engine optimization (SEO) for your website or blog, you can make sure that the right keywords are used in your content so that it can be found easily. You should use industry-related keywords that are related to your company, product or service.
12. Use case studies to increase the credibility of your content
Testimonials are great for building credibility. Make sure you ask satisfied customers if they would be willing to let you use their stories. You can also create facts sheets and case studies about the different ways customers have used your products and services and how it helped them achieve their goals and objectives.
In conclusion, account based marketing can help marketers to boost brand awareness, increase the conversion rate of leads and boost the revenue. The number of leads generated by account based marketing are more than the leads generated by traditional methods. The benefits that are linked with this method are connected to their needs and wants, which is why it’s so effective in converting them into customers. When you utilize ABM successfully, you will have better control over your audience so that you can deliver targeted content that is helpful for them.
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