post 16 - blog - Practical Tips: Get started with account-based marketing for films
Practical Tips: Get started with account-based marketing for films
The usheru Marketing team has developed some simple ideas as starting points for your new account-based marketing strategy (including both paid and organic!)
1. YOUR WEBSITE: TURN VISITORS INTO AUDIENCES
When visitors reach your website, you can create a tailored, account-specific experience for film fans vs other generic visitors. Once a visitor has been identified, they can be matched against your target account list to provide a personalised web experience, including messaging, images, calls-to-action, retargeting ads and much more. By the way: is your website fit for purpose? Read more here.
2. YOUR EMAIL MARKETING: DO MORE WITH LESS
Many marketers confirm that email is a direct and highly valuable promotional tool for executing long-term relationship strategies. In addition to its high engagement rate, it focuses on building trust, brand awareness and positioning. As some people know, unlike a volume-based marketing approach that uses templates and automation, account based includes crafting tailored email messages for each company and individual.
Our team advises partners to capture, own and use film fans’ addresses to communicate with them via organic tailored email campaigns but to also move beyond this channel and try account-based advertising (which is our next point).
3. YOUR ACCOUNT-BASED ADVERTISING: MOVING BEYOND ORGANIC !
As stated above, we believe that every player should build a database of email addresses and use them to communicate with these film fans. But did you know that you can also use this database to generate highly cost-effective Account Based Advertising (ABA) strategies?
Every digital marketer knows that paid social media ads and PPC are a usual way of reaching out to target accounts. Social platforms such as Instagram or Facebook allow you to target specific audience groups, segments and/or individuals. ABA takes this to the next level of specificity by retargeting your web visitors or social media followers, allowing you to tailor your display campaigns to focus on a handful of specific target accounts.
If you are working with a CRM you can integrate ABA in your campaign by downloading a list that is relevant for an upcoming film title, upload the file to services like Google/Facebook/Instagram and target (then retarget, of course) these fans specifically with tailored ads & creatives. Don’t forget to measure conversions with individually tracked links (see more here)
And REMEMBER: ABM paid strategies BUILD LONG-TERM RELATIONSHIPS and are COST EFFECTIVE plus MORE TARGETED.
How can our team support your account-based film marketing & advertising strategy? Discover more here