Let’s start with understanding what happens when users cannot find the information they need on your website or blogs or socials. When they go to the search box and type in their query, what do they see? A plethora of irrelevant information that doesn’t concern them or help their cause in the slightest. Turned off, they continue on a different path to quench their thirst for information.
Instead of pushing users from landing page after landing page in their search for the right content, make sure the ideas and concepts of your account based marketing campaigns are clearly represented on your website. So, how do you meet the buyers’ expectations for personalised content on your website itself?
There are two ways to go about it: Firstly, get your marketing and content teams in a room to discuss every possible question that any and all ABM prospects could have. Start writing that content and create as many internal blog pages as possible on your website and don’t ever stop. Add on to it, every day. Slowly, it will start to pave the way for success, once you have covered enough content on their ABM needs.
The biggest problem with marketers is that they try to anticipate prospect questions on their own. But like most UX principles, users don’t often take the expected or logical routes. Without the help of useful metrics to track down what prospects are trying to find on the website, your content marketing team may miss out on the vital insights required to create the right type of messaging. This is the most efficient way to curate for those with limited resources.
On the other hand, you can also consider the services of an account based marketing compnay that has dedicated teams to identify the gaps in your content and author content pieces that lead to more engagement from prospects and higher time-on-page. They run targeted A/B tests on what messages are helping to convert these visitors into seeing a demo or downloading more gated content, which will enable your sales team to make a more tailored pitch.
As the scope of an account-based approach continues to evolve and expand with new technologies and tactics over time, there is one thing that will always remain constant- the need for a strong content strategy.
If you are looking for account based marketing services for your own business enterprise, get in touch with our ABM experts.