Investing in scalable marketing strategies is one of the best ways to grow their business’s prospects and reach the right people. However, there are many different marketing strategies, so it can be confusing which is best for your business.
If you are considering adopting a marketing strategy, one marketing strategy worth considering is account-based marketing. If you don’t know what that is, account-based marketing, or ABM, is digital marketing that focuses on the customer’s behavior and actions.
In account-based marketing, marketers create personalized customer experiences based on interactions across different channels. It is a way to target customers with highly relevant content and offers as they do their day-to-day business.
With account-based marketing, organizations can create a stronger connection with their customers by offering personalized experiences based on their preferences and interests to increase conversions.
If you plan on adopting ABM but have a limited budget, you need to be more mindful of where your target audience hangs out the most. For people with a B2B business, it’s pretty likely that the social media platform worth hanging around in and marketing on would be LinkedIn.
LinkedIn is the world’s largest professional social networking platform that helps professionals from various industries to connect and grow their businesses. People can share their skills, expertise, and experience with others to help them find jobs or build their careers. It’s also a great place to network with other professionals in your industry or niche.
With that in mind, if you think that your audience is the type that would use LinkedIn often, then it’s a good idea to adopt and modify your ABM campaigns to this platform. If you’re interested in achieving the same, here are seven ways to supercharge your LinkedIn account-based marketing approach.
1. Define Your Target Audience
The heart of all ABM marketing campaigns is a good understanding of your target audience.
A target audience is a group marketers try to reach with their marketing. Target audiences are identifiable in different ways, specifically demographics, psychographics, and behavioral patterns. Marketers need to know their target audience to create effective marketing campaigns.
One key thing to remember about defining your target audience is that your target audience shouldn’t just be everybody and anybody willing to pay for your product or service. That’s not how it works or even how it works in the most effective way to serve your goals.
If you were marketing to everybody, you’d be selling to no one because you aren’t talking to a segment of specific people enough to relate your marketing efforts to anyone.
Also, by defining your target audience, you’d know what kind of content they want to consume on LinkedIn and which marketing approaches reach them the most.
Defining your target audience helps you make LinkedIn more effective for your ABM campaigns. It will help you understand where and what they are looking for. You can then create ads that you specifically tailor to their needs.
To define your target audience, you need to know what type of person they are, their problems, and how they want to engage with their favorite brands. It might take some time and tons of interviews, but once you have a clear view or picture of your target audience, it’s easier to make suitable marketing approaches in your campaign.
2. Post Valuable Content Regularly
You should post valuable content regularly on your LinkedIn to keep the audience engaged and informed so they will continue to follow your posts and interact with you. You should also ensure that your posts are valuable to keep them reading. Otherwise, no one will read your posts.
Posting valuable content on LinkedIn helps you achieve several things, such as :
- Generating leads
- Keeping the audience engaged
- Increasing brand awareness
- Gaining more valuable network members
- Spreading the word about your business
- Establishing yourself in the industry
You should post valuable content regularly on your LinkedIn to increase the chances of new leads and stand out.
Just make sure you aren’t doing the same fluff content that you can find on many other social media accounts. Otherwise, it can make you seem unprofessional or don’t know what you’re doing. After all, although LinkedIn counts as a social media platform, it’s specifically for work professionals.
A funny meme on your other socials might not fly as well as it does there as it would on LinkedIn. Therefore, it’s essential to be careful and thoughtful with the content you post there.
Although you need more restraint, that doesn’t mean you can’t be yourself there. It’s all a matter of understanding your brand personality while also considering what your target audience wants and needs to hear from you. Don’t add to the useless noise of content that isn’t helpful on LinkedIn.
3. Optimize Your Social Listening
Social listening is a marketing strategy that uses social media channels to monitor and analyze public conversations. It is a way to identify potential customers and prospects and their opinions, likes, dislikes, interests, and more.
There are many different ways of achieving these goals. You can use social listening to find your target audience’s sentiment on specific topics or to identify influencers in your industry and connect with them on LinkedIn.
Marketers must keep an eye on the conversation around them to stay ahead of their competition. Social listening is one of the best ways marketers can do this.
With ABM, it’s all about what your audience wants and needs anyway, so social listening is critical.
Once you have the information about your target audience, it’s time to implement this knowledge. You can optimize your social media presence on LinkedIn based on what keywords your target audience may be typing in when they want the services or products you offer.
It’s also not something you do once and then stop. Social listening is something you should do periodically to ensure that your marketing campaign and your audience are aligned with one another. Otherwise, you could lose the connection with your audience, and your ABM campaigns become a bust.
4. Take Your Leads Offsite
With the help of LinkedIn lead generation , businesses, and marketers can reach out to potential customers. However, marketers must understand that LinkedIn leads don’t stay on LinkedIn.
Once you’ve connected and talked with your leads on LinkedIn, it’s time to make sure that you smoothly transition the conversation out of the platform to continue your customer’s journey down the sales funnel.
The key here is to take your leads offsite and into your sales funnel, where they will be converted into sales through various methods – from email marketing campaigns to cold calls.
5. Select a Structure for Greater Impact
Earlier, we mentioned that you should create content regularly on LinkedIn to reach more of your target audience. To make it easier for you, it’s a good idea to structure your content and your overall content creation process.
Structuring your content creation process helps improve your LinkedIn account-based marketing campaign by giving it structure and making it easy for people to understand who you are as a company or individual.
Structured content organizes the information in your content so that it is easy for users to find what they need, read it, and understand it. Different types of structured content exist, including lists, tables, grids, and galleries.
Having a better structure for your content makes it easier to consume for your target audience, but it also becomes easier to make for you.
6. Target Key Accounts with Digital Ads
With a LinkedIn-focused ABM campaign, advertisers and marketers should target key accounts with digital ads and increase their reach by engaging with them on the platform.
The following are some of the benefits of LinkedIn as an advertising platform :
- Reach more people than other platforms
- Targeted ads reach your target audience
- Engage with your target audience
- Generate leads and sales from these targeted ads
Targeting key accounts with digital ads on LinkedIn can be an effective way to grow your audience and reach new audiences you might not have otherwise reached. You can target these critical accounts by using their business title, job title, company name, or industry as your targeting criteria.
An excellent way to start is by finding out which industries your target audience is from on LinkedIn, then targeting those industries to maximize your reach and potential customer base.
7. Data Analytics Measure Performance
No matter what kind of marketing campaign you organize and where it’s always a good idea to look into data analytics and set up key performance indicators at all times. Otherwise, how will you know that your marketing campaign did what it was supposed to?
Through data analytics, you not only measure performance but also figure out what may have gone wrong and which goals you couldn’t achieve.
These tips are how you can succeed on LinkedIn using an ABM campaign approach. Whether you’re a small or large business, these tips can help your ABM campaign reach its goal and reach your target audience on LinkedIn. Therefore, keep these ideas in mind when planning your campaign. So that, you can hit the ground running with it.