Account-Based Marketing: Getting the Most Out of Social Media. You have to approach social media outreach carefully because, contrary to some beliefs, it is not advertising. Getting the Most out of LinkedIn So don’t jump on LinkedIn and send out a string of promotional InMails or post multiple notifications about your company’s products. Thus, post your content, but make sure it’s relevant and helpful to your target audience. For instance, if you’re interested in reaching out to marketers at technology companies in the U.S. with 500 or more employees, you can create a search with these attributes. Also, these updates won’t be mixed in with those of connections who you’re not pursuing for business purposes. Make InMails personal and don’t be too promotional as shown in this example: Dear Zach: I just shared your post “How to Succeed with Marketing Automation” with several of my associates. For instance, you may find it easier to get people to follow you on Twitter than it is to connect with them on LinkedIn. In the end, account-based marketing comes down to one-to-one personal communications. You have to use multiple methods to develop relationships with targeted prospects — phone, email and social media.
“Succeeding in business is all about making connections.” — Richard Branson
When you bake a chocolate cake, missing one ingredient can lead to disaster. Without baking powder, it goes flat. Without the sugar, it’s bitter. The same applies to the outreach tactics for account-based marketing. When you mix them together, they all work harder. I’ve previously written about two ingredients for successful account-based marketing — phone calls and personal emails. Today, let’s dig into the third — social media. How do you leverage social platforms the right way?
You have to approach social media outreach carefully because, contrary to some beliefs, it is not advertising. It’s more like an ongoing business networking event that you can attend at your convenience.
It’s helpful to think about business functions where you meet in person. Have you ever been to one where someone has approached you to sell you their product or service? How did you react? If you’re like most people, you probably excused yourself to make an emergency trip to the hors d’oeuvres table, ending the conversation as quickly as possible.
The person who uses social media only to promote their brand, is doing the same thing as the individual you attempt to avoid in a physical environment. Online or offline it doesn’t work. No one goes to networking events, Twitter or LinkedIn to make a purchase. They’re there to learn, connect and form relationships.
Getting the Most out of LinkedIn
So don’t jump on LinkedIn and send out a string of promotional InMails or post multiple notifications about your company’s products. Instead, develop a giving attitude and do something for the prospects you’re pursuing. Like, share and comment on their posts. Also, LinkedIn’s research shows that people want to be able to access educational information from subject matter experts. Thus, post your content, but make sure it’s…