894 – Targeted marketing Part Two: Tom talks Account Based Marketing

Episode 894 – Account Based Marketing
[00:00:08] Welcome to Screw the Commute. The entrepreneurial podcast dedicated to getting you out of the car and into the money, with your host, lifelong entrepreneur and multimillionaire, Tom Antion.

[00:00:24] Hey everybody! It's Tom here with episode 894 of screw the commute podcast. I didn't even want to do this podcast. I did not even want to do this podcast. I'm so sick of buzzwords. But anyway, this podcast is about account based marketing, ABM. You're going to be seeing this. I just felt obligated. I should do something about it, even though to me it's just a rehash of targeted marketing is all it is. But anyway, we'll talk about it. ABM it kind of reminds me something Antion bowel movement maybe, I don't know. Hope you didn't miss episode 893. That was oh, that's a critical one you need to listen to. If you want high fee speaking engagements and really hit home runs every time you speak. That was episode 893. Anytime you want to get to a back episode, you go to screwthecommute.com, slash, then the episode number that was 893. Now make sure you pick up a copy of our automation e-book at screwthecommute.com/automatefree and check out my mentor program at GreatInternetMarketingTraining.com.

[00:01:36] All right, ABM, you're starting to see it all over the place. To me, it's just a buzzword for targeted marketing. All right, account based marketing. So I'm going to give you some tips on doing it. But it seems to me these same tips apply to almost all of just basic target marketing. Pick a group of people and target them, or pick an industry and target it.

[00:02:05] So anyway, if you want to do this, here's here's some things you do. You make a target account list. Some people are breathing at Tom Antion I don't know list, I guess. In other words, pick who you want to target. You really have to get it in your mind when you want to target something. And then you go to all the content you have. And this is called content auditing. Go see if the content you have actually targets the wants and needs of the accounts and industries that you're trying to target. And when I say accounts, it can be as literal as a specific company you're trying to get business with. Okay, not just generally the target audience of yours. And then you fix that content up, whatever, whatever you need to do to fix it up or add to it, or make additional content that targets that account or that audience and repurpose it into different formats and links. Again, we do this all the time and just changing things to YouTube shorts and reel, TikTok and, you know, stories and everything else they. And of course, if you want to be most efficient at this, you should find out where your target market spends most of its time or where your accounts spend most of their time. We've got LinkedIn too. Don't forget, especially if you're doing business to business. You can make infographics about your target market or your target accounts. Let's say you should probably listen to episode 857 that was on infographics.

[00:03:51] These are pictures that tell a story. They do have text on them, but it's all abbreviated and it's in visual format. You can. And that was episode 857. So screwthecommute.com/857. You can add interactive content, you can put calculators, you can gamify depending on your market. Gamification I covered on episode 208. Screwthecommute.com/208. You can make dynamic click paths. Dynamic click paths DCP I don't know, I just I just picked that out. I don't think that's a common abbreviation. Dynamic click paths. Basically that means when it leads people to things based on what they previously clicked on. So you can make it so that in an email, if they click a certain thing, they go down a certain path, you know, that kind of thing. Personalized content and and hidden pages on your website or just pages on your website. But hidden pages can be for super personalized content that are specifically geared for that target that you're wanting, especially if it is a specific account or company that you're targeting. Probably want to hide the pages, but it you can show them that you've created stuff specifically for them that proves that you understand their problems and blah, blah, blah. All right, say it's target marketing, basically, but you might not want to do a, uh, a public page to a company if you're revealing insider stuff that you might have found out or know and embarrass them, say, about problems they have.

[00:05:41] So you got to play, uh, play the game there. Now you can engage on social media. And when I say engage for this type of stuff, see engagement is likes, comments, good comments. By the way. You can comment by saying oh great post or you can make an in depth comment or a super long comment. And then a share and a save are all different levels of engagement. So in this, in this target or count based marketing, you'd want to definitely comment, all right. Because you want to show them that you're involved and engaged with them. LinkedIn would be a great place to do it. But any social media where they're posting, you might want to comment on to get your name in front of them and make sure it's a really good quality comment that helps them and makes, you know, makes sense for what they posted. Then if you have to, you can resort to paid ads that target that industry. It's hard to target a specific one company. Okay, but but you can do it. But paid ads. And then another way that I never have done. But again, I feel obligated to tell you things that you could do, especially if you're the type of business that's targeting some massive company that could be half $1 million in sales for you, or a million or a couple million. All right. So so one thing companies do is they buy user data.

[00:07:15] And there's a thing called anonymous buyers. And there's there's things that you can buy from these data houses. And I've never personally done it because that's not my business model. But I just want you to know about it, that you can, because every all these companies know everything about you. Facebook buys information about you. Amazon, I'm sure, buys information about you. Like I said, the I think the other day they they recommended a size for me when I've never bought any clothes on Amazon. They recommended a size for a welding shirt I wanted to get because I'm, you know, fooling around in the garage with welding and they knew what size to recommend. It was like to me, it was kind of creepy, but you don't have to be creepy about it to use user data. All right, so that's one possibility for you. So anyway, I felt obligated to mention this in a short episode. Account based marketing. You're going to see it all over the place, but it's just to me, it's a fancy buzzword for target marketing, which you should be doing anyway. All right. Picking a group or an industry or a company you want to target and go after them. All right, that's my story. I'm sticking to it. If you want help with this and a million other things you need to be successful online, check out my mentor program at GreatInternetMarketingTraining.com and I will catch you on the next episode. See you later.