LinkedIn as an Effective B2B Channel for Design Businesses
Cross-channel content strategy for ceramic manufacturer
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#CONTENT MARKETING
Für das Unternehmen Laminam erarbeitete unsere Agentur einen strategischen Contentplan, der die Design-Kollektionen und Referenzen des Keramik-Herstellers in zielgruppenwirksame Inhalte transferiert.
Laminam is an Italian company that produces large-format, high-quality ceramic surfaces. Their special properties make them ideal for façades, walls, floors and furniture design. In addition to kitchen studios, stonemasons and furniture manufacturers, Laminam’s main customers are architects and planners who use the ceramic surfaces in design and construction projects worldwide in both the public and private sectors.
Since December 2022, the agency has been supporting Laminam in strategic digital communication for the German-speaking market. The aim of the cooperation is to strengthen the brand presence on different channels and with specific B2B and B2C target groups. In particular, the positioning of the Laminam product range among the company’s specialist dealers and sales partners required an individual strategic solution that went beyond LinkedIn and social media.
Tailor-made content that achieves effects beyond social media
A comprehensive analysis of relevant communication channels and a strategic workshop on Laminam’s corporate world as well as its different customer groups formed the successful start of the collaboration. The agency then built on this to develop a cross-channel content strategy for the design business, aimed at increasing brand awareness and demonstrating specialist and industry expertise. High quality, targeted content is key to driving visibility and traffic to Laminam’s channels.
The LinkedIn platform, which Laminam Germany had not previously used, was identified alongside Instagram and Pinterest as an important communication channel for generating the desired leads. As part of the LinkedIn strategy, the agency first designed a content grid that not only focused on product presentation, but holistically presented the Laminam cosmos with service offers, trade show interviews, material knowledge and production insights in a variety of formats. This thematic-strategic grid serves as a foil for brainstorming and concrete content creation. As part of a monthly content plan, the agency has since developed LinkedIn posts and written industry-relevant articles for the platform, which attract new potential customers by linking to the company website.
For the company Laminam, we developed a strategic content plan that transfers the ceramic manufacturer's design collections into content that is effective for target groups.
Regelmäßig frische SEO-Texte – attraktiv Mensch und (Such-) Maschine
At the same time, we found innovative ways to position and present the Italian manufacturer to its various dealers in Germany. When implemented, the Laminam’s postings on LinkedIn should above all mean added value for the respective dealer, which in Laminam’s case could be a kitchen studio, a stonemason or even a carpenter’s workshop. As part of our inbound marketing concept, we produce industry-specific LinkedIn content directly on site at selected Laminam dealers, give the sales partner the opportunity to make statements and give the content we prepare on LinkedIn the desired visibility among the target group. A combination of digital and local presence techniques for better customer engagement: Not only does the manufacturer benefit from our LinkedIn content creation, but so does the distributor. In addition to being given professional social media material for their own channel, the distributor receives an effective positioning in the Laminam network, which in turn motivates them to prominently present Laminam in their diverse portfolio. A win-win situation in the B2B sector.
On-site content creation: Company target groups demand needs-oriented content that goes beyond pure product presentations
Through our strategic topic planning, the simultaneous placement of LinkedIn ads and individual contact measures, we were able to build a qualitatively relevant community for Laminam in a very short time, which is still growing. The LinkedIn followers generated for the design manufacturer primarily belong to the planning and architecture industry, are themselves interior designers or architects and are therefore important target customers for our client in the B2B sector.
Within three months, we increased the number of clicks on the LinkedIn company page by more than 190%, the number of assigned likes by 149% and the number of impressions of the LinkedIn content by more than 150% thanks to high quality content and partner promotions.
The result: Long-term increase in reach and engagement with the right B2B target group
Laminam ceramic surfaces are used in a variety of areas. The company's target groups, which are addressed with relevant content on the social media channels LinkedIn, Pinterest and Instagram, are just as diverse.
Strategische PR -
Von der Vision zur Realität
Seit 2018 konzipieren wir PR-Maßnahmen für den renommierten Münchner Leuchtenhersteller Ingo Maurer. Als langjähriger Wegbegleiter der Unternehmerfamilie mit tiefem Verständnis für die Unternehmenskultur und unserer jahrelang gewachsenen Expertise in der Lichtbranche brachten wir viel Leidenschaft für diese anspruchsvolle Aufgabe mit.
Pierre Heck
CEO Laminam Germany
Laminam operates in two different business areas with multi-level distribution. This is an extremely complex environment with completely different target groups. Nicole Vesting and her team quickly understood these processes and developed an effective cross-channel marketing strategy. As part of this strategy, the agency continuously delivers content that is used across all our channels. For me personally, they have convinced me with their creative development of themes and their holistic and critical view of the interplay of our marketing activities. Full confidence – thumbs up!
Our client
Italian manufacturer Laminam is a pioneer in the field of large format ceramic tiles. Since it was founded in the early 2000s, the company has continuously developed its production processes and automated them with Industry 4.0-type technologies. Today, Laminam sells ceramic surfaces in more than 100 countries around the world for a wide range of applications, from traditional and modern architecture to the cladding of furniture and design objects. The collections and their specifications are constantly being expanded with new textures and finishes, allowing designers and architects to realise their creative projects in the most unlimited way possible with an ever-increasing range of designs.
Further References
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