Facebook is one of the most popular social media platforms out there, and a fantastic platform marketers can use to target content for a defined audience.

Are you familiar with account-based marketing (ABM)? ABM involves using personalized campaigns designed to target specific accounts within a market.

Whether you’re a retail store or one of the top mobile app development companies, you can also build an ABM strategy that lets you focus on specific accounts and market segments.

Why use ads for Account-Based Marketing?

Ads are great for your ABM strategy since they let you extend your company’s reach to new audiences. Ads allow you to utilize demographic information to send highly personalized messages to target accounts, even if your contacts within that account are unknown outside of your database.

Another reason ads are a key part of abm marketing campaigns is that they ensure you reach target companies with messaging that’s relevant at all stages of the buyer’s journey. So now that you know the basics, we’ll walk you through five effective ways to use Facebook Ads for account-based marketing:

1. Create a targeted list of accounts

Coming up with a targeted list of accounts is one of the most important steps if you want to use Facebook for ABM. Making a targeted list of accounts ensures your marketing efforts are directed to the right companies and individuals. It also boosts your chances of conversions and building relationships in the long run.

To create a list of targeted accounts for ABM on the platform, collect as much information as possible about your target accounts. This includes the company’s size, industry, location, and specific needs and points. You can collect this information through customer surveys, research, and analysis of your existing customer base.

2. Craft personalized ads for every target account

Making personalized ads for every target account is vital when it comes to using Facebook for ABM.

ABM is an extremely targeted approach to marketing, focusing on specific accounts instead of a bigger audience. When you create customized ads for every target account, you can tailor your content and marketing message to that detailed account’s particular needs and interests.

As a result, it boosts your chances of conversions and building long-term relationships.

3. Target specific audiences

Platforms like Twitter, Facebook, LinkedIn, etc., all fight to boost their ad targeting. In fact, many now use account-based features intended to show specific content to a much narrower target audience.

Take Facebook Custom Audiences, for example. This feature lets you upload a list of emails and phone numbers from a specific account database and then utilize that data for retargeting purposes.

4. Monitor your ABM results

Since the focus in ABM campaigns is developing relationships with quality accounts instead of lead volumes, the success metrics might be slightly different.

Here are some ABM success factors that you ought to consider:

• Account-relevance audience growth
• Revenue growth
• Enhanced account trust and brand perception
• Enhanced account and DMU engagement with your content.
• Campaigns should also work to show that ABM activities provide value to sales, which impact opportunities throughout the funnel, leading to revenue growth.

Facebook can be a fantastic platform if you want to monitor your ABM activity — their reporting is extensive. Apart from that, your spending on ads is less costly than other networks.

For instance, you can know the click engagement levels of a country, region, age, and gender level. Thus, if your campaign targets a specific country, you’ll know where you’re gaining traction in the right regions.

Metrics are also great in terms of Facebook video reporting. Data is broken down by country, gender, etc., as well as who has viewed your video, and who dropped off at 25%, 50%, 75%, and 100% video completion. By monitoring these kinds of stats, you can be strategic about creating content to encourage longer views. You can also learn if your most important information should be shared early on in your videos.

5. Continue the relationship beyond Facebook

The success of ABM campaigns eventually comes down to building relationships and relevant engagement on the right accounts at the right time, depending on the platforms these accounts prefer.

This is why your ABM ad activity should go beyond and into a more extensive engagement strategy.

You could:

• Use Facebook ads to boost brand awareness, improve individual account trust, and make you a thought leader in your industry.
• Observe other channels your target accounts might use to extend your relationship.
• List the people who liked your Facebook ad and connect with them on social media.
• Know the topics your target accounts are mostly interested in besides their preferred channels. This allows you to become a part of their routine conversions.
• Ensure you align your sales and marketing people’s activities while responding to key account management tasks and responsibilities.

Over to You

These are the five effective ways how you can use Facebook Ads for account-based marketing. Remember, Facebook should tie into your larger account-based marketing strategy. It should feature account-personalized content and be executed by aligned marketing and sales teams.

Facebook ads provide clear value when it comes to key account targets. Create Facebook ABM campaigns that allow you to reach your goals and achieve long-term success.