Now it’s time to apply some ABM-specific strategies to your social media marketing. Social Media Strategies and Tips for ABM 1. Have a Sound Content Strategy in Place As with any social strategy, it all starts with content—if you don’t have great content that aligns with your buyer personas, go back to step one, conduct thorough buyer persona research, and learn how to tailor content to those audiences. Key pieces of information you can gather from your prospects on social media include: What they complain about Who they follow and interact with Hashtags they’re using The type of content they engage with and share (topics, format, and so on) What their customers are expressing about their company, support, services/products, and so forth HubSpot user tip: HubSpot makes it easy to monitor any Twitter streams you create to pull in hashtags, brand mentions, and more. Use the Information You Gather to Build Better Personas and Target Account Profiles As you gather this information, take notes and use these notes to better flesh out your buyer personas and insights into key accounts. Create and Post Authentic, Relevant Content Not only are your personas spending time on social media (which means that you should too), but over half of B2B buyers use social media to inform their purchase decisions. This makes social media an ideal place to share the content your team spends time creating and curating. This works particularly well when shared on personal LinkedIn profiles. Get Personal Speaking of being authentic on social media, following and interacting with target accounts from your company’s social media channels is great, but it’s a lot easier to make real connections with other users from your personal accounts. Test Paid Social for ABM If you’re serious about using social media for ABM, creating a paid social strategy to support your ABM efforts is key.
Account-based marketing (ABM) seems to be on everyone’s minds as we move into the new year. There are endless ABM tools and technologies to evaluate, events around ABM best practices, and strategies that can be put in place to grow your ABM program. In this post, we’re going to delve into one piece of the ABM puzzle: social media.
If you’re reading (or listening to) this, you probably already use social media to share your content with relevant users, build your network and thought leadership, and research prospects and buyer personas. Now it’s time to apply some ABM-specific strategies to your social media marketing.
Why Social Media and ABM
According to FlipMyFunnel, “Companies using ABM generate 208 percent more revenue for their marketing effort.” What if you could expand these results with social strategies aimed at ABM?
Social media fits perfectly into ABM goals around building relationships and developing trust with the right people. More specifically, you can use social media to:
- Identify key decision makers
- Identify their pain points.
- Deliver the information they need in a way they understand and embrace to guide them toward making a purchase or decision.
There are several strategies and tips that you can apply to best inform and grow your ABM strategy that we’ll touch upon.
Social Media Strategies and Tips for ABM
1. Have a Sound Content Strategy in Place
As with any social strategy, it all starts with content—if you don’t have great content that aligns with your buyer personas, go back to step one, conduct thorough buyer persona research, and learn how to tailor content to those audiences.
Side note: If your marketing and sales goals are not aligned, aligning them is a critical step 0.
For those of us who are past these steps and have a solid foundation of goals and content to work off of, let’s move on.
2. Identify Real Users
Using social media to identify the real people who are the decision makers at your target accounts can be challenging, but worthwhile. Imagine a Twitter list made up of all of the key decision makers at your target accounts.
Chances are that you already have a list of people at your target accounts. If you do, it’s easy to find these people on LinkedIn, Twitter, and any other platform your personas spend time on.
If you don’t have any idea of where…