Pick out your best accounts. The long time customers. Ones that contribute significant revenue. Ones that place a high value on your offering. Wouldn’t it be nice to have more like them?

Combing Account Research With Content Marketing Will Increase Your Business

Account Research

What Made Them Your Best Accounts?

You built strong customer relationships. It could be your good looks. It could be your sparkling personality. But, it’s likely because you made their life easier. Did you solve a productivity problem? Help them generate more leads? Increase efficiency and reduce cost? What ever it is, define it.

Develop Content

It could be a case study, a resource valued by B2B companies when formulating a purchasing decision. Make an infographic or demonstrate in a video. A visual, step by step explanation of an improved process promotes understanding. Use the information to create a web page that’s an extension of a current capability.

Write a Letter (email)

A pain letter. Short and to the point with four key elements:

• The hook
• The pain that you solved
• Explain how the solution works for similar companies
• Ask for a response

Get a List

Start with your own list. Post to your blog and social media channels. Send it to your newsletter subscribers. Scour your own database and find like customers. Find new prospects. Each and every company has a SIC and NAICS code. It’s easy to find the code for any company. Use this tool if you aren’t sure. Once you know the code, you can look for like organizations. A database like Lexis Nexis allows you to search using a wide range of parameters, from zip code to multi-state region and beyond. Most libraries offer a Lexis Nexis or a similar tool for free.

Develop Powerful Subject Lines

Effective subject lines increase open rates. Use numbers, reasons and lists, relevant to your audience. Asking questions or a "thrill list" are other options.

Take Them to a Landing Page

If you utilize email, develop a landing page for the recipient who is interested in learning more. Landing pages are crucial to increasing conversions.

Maximize Your Contact Form

A simple contact form will increase your conversions. Don’t ask for information you don’t need. Follow these steps.

Follow Up Fast

According to the Harvard Business Review, companies that try to contact potential customers within an hour of receiving queries are nearly 7 times more likely to have a meaningful conversation with key decision makers. When a prospect expresses interest, respond to them quickly with answers to their questions.

Build Your Business

It’s not complicated but it’s often not executed. Identify what makes you successful and tell the story.