Start a Conversation on Social Channels
One channel that’s often overlooked when it comes to ABM is social media. While dynamic content on the web and in emails is a go-to method for reaching specific accounts, marketers should also consider including social media in their account-based marketing toolkits.
Listen up: Ensure You’re Engaging in Social Monitoring
Oftentimes, marketers want to jump right in and start posting on social immediately. In a fast-paced digital world, this makes sense, but it’s also important to take a step back to truly understand your audience first.
By engaging in social monitoring — a method of “listening” to conversations about key terms, topics, or hashtags on social channels — you’ll be able to take the pulse of what people care about as it relates to your company.
You can also “follow” prospects to find out which social accounts they engage with, what they post about, and which groups they’ve joined. Altering the content your company posts on social based on your findings could lead to more engagement from target accounts.
Track Engagement from Key Accounts
When you know who your prospects are on social platforms and what their content preferences might include, you can also track how they engage with your company’s organic content. This effort might vary from channel to channel.
On Twitter, for example, it’s easy to set up a list — a curated group of Twitter accounts. Lists enable you to view tweets from only certain users, and they can also be used as helpful reminders for you to engage with specific accounts.
Add Paid Ads to the Mix
Posting organic content relevant to your prospect’s needs and pain points is a great start to developing your ABM strategy on social, but it’s not the only way to reach target accounts. Sometimes, setting up social ads is the way to go.
For example, you can target core audiences on Facebook using attributes such as location, behavior, and interests. On LinkedIn, you can deliver ads to audiences who have a particular job title, company name, or industry.