We are thrilled to announce that we have won the Linkedin Marketing Award for the most innovative campaign of the year. Our campaign 3D floorplans of your favourite TV shows outshined hundreds of admissions in creativity and effect. Winners were picked across different categories, such as: best lead generation, best brand impact or most influential for both small and big businesses. Judges included high profiles such as the head of media and social at Mastercard, Kerry Elsdon, or the senior marketing director of Adobe, John Watton.
The Linkedin marketing awards showcase creative campaigns which successfully managed to raise awareness, drive advocacy, shift perceptions and generate leads. Personally, as marketers, we want to be storytellers and have made it a habit to try out new ideas in our own marketing. Linkedin offers an unparalleled platform to reach the to us relevant professional audience. To garner the attention of this audience it requires qualitative and engaging content. With our floorplans, we wanted to show off our work in a fun way and ended up amassing quite some attention.
More than a recruitment network
Linkedin is the biggest professional social network. Besides great recruiting and sales tools, its audience makes it incredibly valuable for both B2C and B2B marketing. But Linkedin is growing beyond that. People share their opinions, experiences and knowledge on Linkedin because of the professional setting. It is there that you can find some of the brightest people divulge some of their thoughts about their field and industry.
With the addition of Linkedin Learning, this network is growing into a knowledge hub. Marketing opportunities on Linkedin have evolved beyond business profiles and targeted ads. Linkedin provides plenty of features to present your business and your work through posts, blogs or slideshares. Only on social media content can go viral and reach millions in a matter of days.
Marketing needs to be creative in both content and form. At Drawbotics we want to align ourselves with those values through our marketing strategy. The fun and creative character of this project is what what gave it its viral potential. And it has proven successful.
Where is B2B marketing going?
"B2B marketing is uniquely challenging, complex, rapidly evolving, and immensely creative..." - Linkedin
B2B marketing is changing due to many different factors. Decisionmakers in B2B purchasing are becoming younger, information has become more accessible and there has been a general shift from traditional to digital marketing. Tastes and preferences of how a consumer observes and interacts with a business have been largely altered with social media marketing. The directions in which B2B marketing needs to evolve can easily be identified by a few data points.
Whilst B2B marketing previously relied heavily on facts and figures for persuasive arguments; creativity is becoming increasingly more important in creating a story with emotional triggers for the target audience. This becomes especially important in social media advertising. Businesses now can understand and target their audience much better. They can create a custom message for each target group. However, all this only becomes beneficial once you've created the content relevant to your audience. It is often forgotten by B2B marketers that now their marketing is no longer a monologue, but a dialogue between themselves and their customers. Just old-school copywriting is no longer sufficient when 70% of buyers and researchers watch videos throughout their path to purchase. Neither can SEO be ignored when customers consult more than 10 sources before making a purchase. In order to convert, B2B marketing today needs to be just as creative and innovative as B2C marketing has already become, in both its content and form.
For a guide on the basics of social media marketing for property development, check here.
If you want to find out a bit more about the LinkedIn Marketing Awards and the winners, check here.
