The Latest from the Go-to-Market Experts
October 5, 2021
4 Brand Awareness Campaign Ideas for Your ABM Strategy
What is brand awareness? It can mean a lot of different things to a lot of different people in the marketing world. But in the spirit of keeping things simple, we’ll boil it down to this definition:
Effectively placing your brand in front of your most important audiences, no matter where they are.
Simple in theory, but sometimes difficult to execute. Especially when you consider all of the digital noise us marketers have to complete with today. But if you can successfully get your brand in front of the right stakeholders within your top accounts, then what?
Well, you’ll need something important to say, promote, or drive action towards. Terminus can help with the whole targeting the right accounts and people part, but we’re also here to help with campaign ideas, design inspiration, and different use cases for this particular lifecycle stage.
So if you’re looking for a starting point or struggling to find your next creative campaign idea, keep reading. As featured in this year’s September Issue, here are 4 campaign ideas that are sure to jumpstart your next brand awareness campaign.
Idea #1: Make A Good First Impression
It’s as simple as that. Use the right technology for targeting (ahem, Terminus) and then catch their attention with creative color combos, photography, illustrative designs, or maybe a little animation. Oh, and make sure your logo and brand colors are included too so they become familiar with and/or recognize your brand. Spoiler alert: it might take more than one post or ad for this to happen. So be sure to utilize every channel available to you so you’ll have more opportunities to make a good first impression, then second impression…then eventually a revenue opportunity for your sales team.
Armstrong Flooring’s ad set below is a great example to feature for this use case. They maximize all of the pixels available with close-up shots of their product. They clearly state how they can help their intended audience. AND they make it look good with strong lettering and photography thrown into a puzzle collage template. Say what matters most, include a visual representation of your product or service, and represent your brand well. It’s as simple as that! And Armstrong Flooring has mastered this approach.
Idea #2: Share Educational Content
Be helpful. Especially if you know your audience is interested in a particular topic, create content related to that topic and find a way to deliver it to them. They’ll love you for it, develop a sense of trust with your brand, and then look you up first when they’re ready to buy. What type of content should you create and share? Think of educational resources like ebooks, white papers, reports, or anything else that can be valuable for your audience to use.
iCIMS practiced what we’re preaching here with this ad set. They’re promoting a comprehensive guide on how to attract talent. Since they are trying to help businesses attract, engage, and hire potential employees with their recruiting software platform, this is the perfect resource to share and use to establish themselves as a thought leader in the world of recruitment. They coupled it with an engaging design that includes strong typography, relevant photography, and some unique design elements in the background. And of course a prominent CTA.
Idea #3: Introduce a Product or Service
Maybe your audience is already familiar with who you are, but do they know what you do? Or do they know what you’ve been up to lately? Promoting a new product or service is the perfect way to strike some initial interest and use it to drive action towards a first call or meeting. It can be something specific like a new nifty feature (like Perq’s AI leasing assistant below) or a large announcement like an acquisition or new product line.
And if you’re going to introduce something new, make it look cool. Make it intriguing. Share just enough to grab their attention, but leave them wanting more details so they click and engage with your brand. As you can see below, animation helps with that. So does a multi-channel campaign, and a cute robot mascot that winks.
Idea #4: Promote Your Upcoming Event
Do you have an upcoming webinar, virtual workshop, or in-person dinner or party coming up? This is a great way to get any of your target accounts into your funnel and is the perfect opportunity for them to get to know your brand. If your event is educational or has good energy, that can make an impact on their first impression of your brand. Plus it provides a starting point to reach out or follow up after the event to keep the conversation going.
For you event marketers, we know how much of an investment (both money and time) you put into hosting an event. Why not maximize every channel available to you to ensure the right people are there? This includes the emails you and your coworkers send to your most important customers and prospects every day. As you can see below, the email signature represents the perfect opportunity to promote your upcoming event.
Knowing which accounts to target and finding all possible ways to engage with them ultimately leads to more pipeline and revenue for your team. And it all starts with brand awareness and a strong first impression. So use these ideas above, the 100+ other ideas in the Terminus September Issue, and the right account-based engagement platform to make it all happen. We’ll be here, ready to help if you need us.