Wouldn’t it be great if you could know you’re selling to accounts that are primed to buy your product? You’d save time and money by avoiding costly leads who aren’t a match while your sales team focuses on dazzling decision-makers with the wonders of your product. It may sound like a fantasy land, but it’s all possible with the right account-based marketing strategy.
To quote ourselves, “ABM is a business marketing strategy that focuses on creating personalized buying experiences for a pre-identified set of high-value accounts.”
Break that quote down, and what you have is essentially a more intimate way of marketing that focuses on your business benefit and the customers who could benefit from it. The key here is also personalization. Compared to other marketing strategies, ABM stands out by zeroing in on specifics about the target audience, what challenges they may face, and how your product could best serve them and improve their station in some way.
Benefits of ABM for Organic Traffic
Put simply, ABM can drive higher-quality traffic compared to traditional marketing approaches. Let’s dive into a few ways ABM does this:
- Precision Targeting: While most marketing strategies try casting a wide net, ABM identifies and focuses on high-value accounts that are likely to convert. Think of it as the difference between using a regular old worm on a hook, or a lure specifically designed to attract exactly what you’re looking for. You’re sure to have a prized catch every time.
- Personalized Content: Right on the heels of precision targeting, personalized content helps you stand out to your target accounts. Your messaging will resonate with them; you’ll address their specific needs, acknowledge their pain points and challenges, show them how your product/service will help them achieve their specific goals, etc. You want them to know you’re already thinking about what they need, instead of them having to explain it to you first.
- Building Relationships: ABM is about much more than a one-night stand, or in this case, a one-time purchase. It’s about building and maintaining that relationship through personalized interactions, building trust and credibility with decision-makers that lead to repeat purchases, upgrades, contract renewals, and more.
Steps to Drive Organic Traffic with ABM
If implementing a successful ABM strategy was easy, everyone would do it. That said, with the right ABM agency behind you, it will seem easy. With these following tactics, you’ll be well on your way to implementing a successful ABM strategy and converting new customers.
- Identify Target Accounts: It’s self-explanatory really. You want to determine high-value accounts that align with your business objectives.
- Personalizing Content: Like we mentioned above, personalized content that really resonates with your target accounts will bring you far greater ROI than general messaging.
- Optimizing SEO with Keywords: This step requires more than just a cursory Google search for relevant keywords. SEO is a science that is ever-evolving. You’ll need to have a true expert at hand who can identify and implement an ABM SEO strategy. Doing this step well will pay dividends by getting more eyes on the personalized content you’ve developed for those target accounts.
- Social Media Engagement: Social media isn’t just for B2C anymore. B2B decision-makers are on their phones all day, every day. Engaging with those target accounts on social media is another way to move them further down the sales pipeline.
- Account-Specific Landing Pages: Nothing says you understand a customer quite like a dedicated landing page for them. As part of your personalized content approach, these landing pages serve as a hub, showing potential customers how well you understand their issues and how your product or service can help them.
- Measure and Optimize: There’s always room for improvement. With the proper data, you can analyze, optimize, and implement even more efficient organic ABM strategies that will increase ROI as more customers convert.
Measuring Success and Key Metrics
Success isn’t just about sales. There are many ways to evaluate what is working with your ABM strategy and where you can find even greater efficiencies. Take a look at the following and see what insights you can draw from your own data.
- Engagement Metrics: Just because you’ve created what you think is engaging personal content doesn’t mean you got it right on the first try. Looking at how long target accounts spend on your site, page views, and bounce rates will help provide needed insights into how well your content is actually resonating with your audience.
- Conversion Rate: Naturally, seeing how many accounts are converting from site visitors into leads/customers is important. What this is really showing you is how successful your organic ABM strategy is.
- Social Media Reach and Engagement: Looking at things like the number of followers, likes, shares, clicks, etc. will show the effectiveness of your social media strategy in driving traffic to your website.
- Organic Website Traffic: Looking at the ebb and flow of organic traffic over time will help you understand how effective your ABM strategy has been in attracting new target accounts.
- Account-Specific Metrics: This is tied to your personalized content, particularly account-specific landing pages. Having these allows you to track the engagement and conversion metrics of each target account separately. Things like the number of visits, time spent on the page, and conversion rates will help you understand how best to interact with your target audience.
At first glance, garnering organic leads and converting them to sales might seem like pushing a boulder up a hill for eternity. When you look closer, and have the right ABM strategy in place, it just happens... organically.
Contact us, and we can help you get the ball rolling.