10 Digital marketing tactics based on accounts that every salesperson should know
One of the first lessons of good digital marketing is that trying to
reach everyone puts you at risk of connecting with anyone. It's worth being
specific when you imagine your audience. And for many B2B brands, going one
step further with account-based marketing and, in fact, identifying specific
businesses and contacts to achieve, has been shown to achieve great results.
About 80 percent of marketers who make ABM say that it
outperforms its other marketing tactics in terms of return on investment. But
as with any marketing tactic, getting good results requires that ABM works
well. If you are considering ABM, here are 10 marketing tactics based on
accounts to design your strategy. http://brainstudioz.com
Start your marketing process based on the account
1. Create a marketing
strategy for the client.
How much of your current marketing strategy is based on
getting new leads? Marketers tend to prioritize the search and cultivation of
new prospects, when often the best source to increase their sales is to find
the customers they already have.
Keeping your current customers coming back can increase
profits by 25 to 95 percent. And their probability of converting a new
advantage into a sale is between five percent and 20 percent, while for a
current customer it ranges from 60 to 70 percent.
The first step to achieving almost any account-based
marketing tactic is to identify the specific businesses to target. Some of your
most valuable goals are also those that are reached and converted more easily
because they already like you, and you already have a lot of information about
them. Do not waste that.
Use the information you have about your customers to create
highly useful content that will help them get more out of your product.
Highlight new products, provide update recommendations and create special
offers based on the use of your products in targeted emails and ads (Yes!
Customer Ads). And you can further encourage your relationship with your main
clients by partnering with them for case studies, webinars or conference
presentations.
2. Use similar
modeling.
In addition to becoming one of your most valuable goals in
an ABM strategy, your customer base is also a useful tool to help you identify
the best new potential customers to focus on. To perform a similar modeling,
first analyze your current clients. Which of them are the most valuable for
your business?
Look which one has the highest ROI and which ones have sent
the most references. If working with a particular client has raised the profile
of your business and has helped you get more clients by association, consider
that too.
Once you have a list of the best customers, many online
advertising channels will allow you to load the list and then automatically go
to similar audiences for you. For internal uses, you can also use the list to
better define which companies to look for based on the main attributes that
your main customers have in common. You can search for companies by factors
such as the size of the company, the industry and the number of customers on
LinkedIn. To obtain more detailed information about the company, such as
average annual income, paid databases such as Hoovers and Factiva can fill
gaps. Your HubSpot platform (or similar CRM) can also provide this information.
3. Follow and
participate with the destination accounts in social networks.
Social media provides marketers with direct access to their
audience. Once you have developed a list of the main objective accounts of ABM
and have identified some of the main contacts (through your website or
LinkedIn), you want to find all the associated accounts that you can on
Twitter, LinkedIn and other relevant platforms of the industry.
4. Follow and connect
with your target contacts and start paying attention to what they say.
It is crucial that your first step is listening. You want to
become familiar with the way your prospects use social media before you begin
to interact more directly.
However, over time, you can begin to strategically interact
with them on social networking sites. Some good tactics to consider are:
Responding to your status updates, when you have something
valuable to add
Share your content and re-tweet anything that is also useful
for your audience.
5. Create highly
valuable personalized content.
Free content on the web abounds, but the content created
specifically for a company, not only for people with a specific job title in an
industry, but for a specific company, is rare. And it can be a good way to
differentiate your company from other companies that compete for your
prospect's attention.
For example, a company that offers an SEO analysis tool can
produce a multi-page report for an objective prospect that includes valuable
data in its current classifications, analysis of the competition and some of
the best thematic areas to focus on in the future. That is a part of the
content that your prospects will probably open and appreciate, and show you
their value (without revealing everything your product has to offer).
Discover something valuable that can give you information
about the company you already have at your fingertips, and take some time to
create a personalized report that looks great and provides real value. It takes
time, but when you focus on a small list of possible high-value contacts,
creating something truly unique and useful that stands out for each of them is
likely to be worthwhile.
6. Highlight the
destination accounts in their content.
When creating new content, look for opportunities to make
positive mention of your target prospects. Consider if one of the high-level
contacts in a company you hope to work with would be a good source for an
upcoming blog post. Or use them as a good example of how to make a tactic that
you are covering in your piece.
Sources and examples are good ways to make a piece of
content stronger. Using them as part of an ABM strategy brings a couple of
additional benefits:
It puts you on your radar. Most companies pay attention to
mentions of them on the web. If you have never heard of your company before,
mentioning them in a piece of content increases the likelihood that they will
learn about your company and have a look at your website.
They can open the door to communication with a contact with
whom you want to start a relationship. Once you interview someone for a piece
and highlight your experience in a piece of content, they will definitely know
what your business is. This is your chance to make sure that your first
interaction with your brand is something that benefits them as much as you.
7. Create
personalized ads on social networks.
Most social media platforms allow you to upload a list of
email addresses to which you want a specific campaign to run. While they
generally do not allow you to create ads aimed at a particular person, being
able to adapt the ads to a specific category of people, for example, CMOs of
software companies that employ 100-200 people, gives you a lot of power to
create. Ads that talk about the concerns
of your target audience.
Use what you know about the main target accounts and the
people on your ABM list to create ads that are highly relevant to your needs,
and use the targeting options on social networks and PPC platforms to get those
ads in front of them . A targeted ad can be one of the best ways to present
your business to your target contact for the first time with information that
will be relevant and useful to them.
8. Strategically use
retargeting.
One of the great benefits of using PPC marketing is the
reorientation function. For B2B marketing, you often need six to eight points
of contact before a sale. All marketing tactics based on the account in this
list should help you achieve your first points of contact, but you may need
some additional reminders so that your target contacts are always on the list
until they are ready to buy.
Retargeting can do the trick. Google allows you to present
ads to people who have already visited your site and have interacted with your
brand before. And you can adapt the ads according to what they did on your
site, so you can keep your message relevant to your interests and where they
are in the buyer's journey.
9. Send creative gifts.
Most of the marketing tactics based on accounts occur online
because that is where you have the most control over the tracking and
incorporation of relevant data. But that means finding a way to leave your
brand offline can be a good way to stand out and make a real impression on the
accounts you're targeting.
Your standard branded items such as pens or notebooks can be
appreciated, but you will go further here if you think of something more
unusual and directly related to your product. Inflictive, a company that helps
companies identifies and connects better with their best clients, gathers
piñata review packages for their ABM objectives.
The piñatas were full of positive comments that the company
found on third-party websites, along with sweets (because a piñata without
sweets would be half the fun) and came with a testimonial from one of the
company's main customer advocates. .
They saw a response rate of 36 percent, one of the best
returns of any of their marketing tactics. If you can find a memorable and
useful (or fun) gift to send your ABM goals, the cost may be worth the impression
it produces.
10. Invite them or
look for them in events in person.
Incoming advertisers may have to do with the power of
digital, but we still know that nothing is like the power to meet someone in
person. One of the best marketing tactics based on the account is, therefore,
to find a way to meet with your target contacts in person.
That could mean attending the events in your city where you
know you will be, or organizing your own event that you know will provide value
and extend a special invitation. It could mean organizing a special dinner for
your ABM contacts when you attend the big industry conference everyone is
attending.
Design the best way to establish a relationship in person so
you can show the human beings behind the brand and develop a genuine
connection.
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