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We’ve buried the lede for long enough. It’s time to discuss how SEO can work in perfect harmony with ABM to create optimum campaigns that will yield business results. SEO and ABM share five fundamental links that should be embraced to see success. These learnings can be applied to any ABM campaign, no matter how large or small the client may be.
SEO performance reveals the core interests of your target audience
SEO and keywords are intrinsically linked – there is no getting away from that. This can benefit your ABM strategy, though. By focusing on the crux of your SEO strategy, you’ll gain an ever-greater insight into what your potential clients value most.
Understanding what keywords are performing best is critical to making the most of your SEO strategy – and, by extension, understanding who to target for an ABM campaign. Using Google Analytics, you can investigate how visitors to your site respond to keywords. If you’ve paid for a plum keyword, you’ll be expecting a conversion after a user interacts with it. Watch to see if users bounce from the page that is connected to the keyword or stick around and interact. Keep an eye on your Google Quality Score too, as this should be steadily improving with effective use of keywords.
If your keywords are failing to generate traction, this suggests they’re not as important to your target audience as you suspected. This suggests that your choice of keywords – and by extension, your macro and micro-copy – is not resonating with the specific needs of your target audience.
It’s better to learn this before you attempt to build an ABM campaign around inefficient keywords. You only get one chance to make a first impression, after all, and a reputation as an irrelevant offering is anathema to successful account-based marketing. Use SEO to practice and road test your use of keywords to perfect your choices – short- and long-tail alike – before approaching a potential ABM client.
If your keywords are performing, however, it’s all good news. You now have an idea of what seems to matter most to your audience. You can then bring these features into your ABM approach. If ‘free trial’ is performing well, you can write to a business offering an exclusive trial of a software package that lasts a month rather than the standard two weeks. Alternatively, if a particular adjective that describes your product or service gains traction, focus heavily on this when marketing.
Social media marketing is particularly effective once you have a core understanding of keyword performance. Once you know what keywords are likeliest to yield success, you can head to Facebook, Instagram, or LinkedIn and start applying PPC campaigns to business pages. This will go hand in hand with ABM, as social media campaigns will allow you to tailor your target audience and do all you can reach only the most receptive of eyes.
SEO performance reveals the core interests of your target audience
SEO and keywords are intrinsically linked – there is no getting away from that. This can benefit your ABM strategy, though. By focusing on the crux of your SEO strategy, you’ll gain an ever-greater insight into what your potential clients value most.
Understanding what keywords are performing best is critical to making the most of your SEO strategy – and, by extension, understanding who to target for an ABM campaign. Using Google Analytics, you can investigate how visitors to your site respond to keywords. If you’ve paid for a plum keyword, you’ll be expecting a conversion after a user interacts with it. Watch to see if users bounce from the page that is connected to the keyword or stick around and interact. Keep an eye on your Google Quality Score too, as this should be steadily improving with effective use of keywords.
If your keywords are failing to generate traction, this suggests they’re not as important to your target audience as you suspected. This suggests that your choice of keywords – and by extension, your macro and micro-copy – is not resonating with the specific needs of your target audience.
It’s better to learn this before you attempt to build an ABM campaign around inefficient keywords. You only get one chance to make a first impression, after all, and a reputation as an irrelevant offering is anathema to successful account-based marketing. Use SEO to practice and road test your use of keywords to perfect your choices – short- and long-tail alike – before approaching a potential ABM client.
If your keywords are performing, however, it’s all good news. You now have an idea of what seems to matter most to your audience. You can then bring these features into your ABM approach. If ‘free trial’ is performing well, you can write to a business offering an exclusive trial of a software package that lasts a month rather than the standard two weeks. Alternatively, if a particular adjective that describes your product or service gains traction, focus heavily on this when marketing.
Social media marketing is particularly effective once you have a core understanding of keyword performance. Once you know what keywords are likeliest to yield success, you can head to Facebook, Instagram, or LinkedIn and start applying PPC campaigns to business pages. This will go hand in hand with ABM, as social media campaigns will allow you to tailor your target audience and do all you can reach only the most receptive of eyes.
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