Category: Marketing

Our lives changed drastically during the pandemic. Businesses shut their doors, schools closed, gyms became an empty, lifeless space for fitness enthusiasts, and our worlds were reduced to the square footage of our homes. Locked away in our support bubbles and making the difficult decision of who to spend Christmas with.

We had the time to reflect on what and who is truly important. We thought about our families, careers, relationships, and survival. This became our new ‘normal’, getting used to our own space, seeing fewer people, and being told which way to queue in the supermarket, ensuring we were 1 metre apart.

As we reached the end of the pandemic and having been so isolated, anxiety hit. We were desperate to reconnect, rebuild civilisation and get back to the ‘normal’ we were all used to. Gathering face-to-face uncovered newfound significance. Conferences, concerts, festivals, and events were no longer mere activities; they served as catalysts for renewed inspiration.

But, the benefits of in-person gatherings extend far beyond just good feelings; they are underpinned by research:

• Forbes Insights surveyed more than 750 business executives about their thoughts on in-person versus virtual meetings; 85% said they build stronger, more meaningful business relationships when they meet in person.
• Research by the Harvard Business Review found that 95% of people say face-to-face meetings are a key factor in successfully building and maintaining long-term business relationships.

The return of in-person events is not just a sign of recovery; it’s an opportunity to redefine the foundations of B2B and B2C success in an era hungry for human connection and authenticity. As we navigate this new normal, the irreplaceable value of face-to-face interactions has become abundantly clear. These gatherings are not just about reclaiming lost time or celebrating our return to physical spaces; they are integral to fostering deeper, more meaningful business relationships that are the backbone of many successful B2B marketing strategies. In a world that’s rapidly advancing in digital communication tech, the power of personal connection stands unmatched. Businesses that recognise and leverage the unique opportunities presented by in-person events will not only strengthen their existing relationships but also forge new ones, setting the stage for innovation, collaboration, and growth. As we look to the future, we should embrace the lessons learned during these challenging times and continue to place a premium on the human element in all our business endeavors.

Opinion piece by Senior Digital Marketing Executive, Nicola Roberts

Whitepapers have long been hailed as an indispensable tool for B2B marketers and an important part of your marketing arsenal. Originating as a traditional, academic report in higher-education settings, marketers swiftly leveraged them to become a lead generating magnet. Simultaneously helping to establish brands as credible and authoritative industry-leaders within B2B sectors.

Whitepapers remain the longest form of content you can create. They are more formal and are backed by research and offer an in-depth analysis into a specific industry topic or problem – typically signposting the reader to the solution at the conclusion.

But, with brands experimenting more and more with short-form content; the rise of snappy posts and videos; and an ever-decreasing audience attention span, it begs the question…

What value does a whitepaper still hold in the current digital landscape?

✔ Credibility and Authority: Whitepapers are synonymous with expertise and thought leadership. Businesses can demonstrate their industry knowledge and establish credibility among their target audience by educating them about a topic, challenge or solution in their industry.

✔ Lead Generation: Well-crafted whitepapers that are strategically promoted continue to be effective lead magnets. By offering valuable insights and solutions, businesses can attract quality leads interested in solving specific problems.

✔ Sales Team Resource: Whitepapers can act as an additional resource for your sales team when speaking with prospects – allowing them to offer an interesting and valuable piece of content to further move prospects down the funnel.

✔ Long-Term Value: Unlike blogs or social media posts, whitepapers have a longer shelf life. They can serve as evergreen resources that continue to attract and engage prospects long after their initial publication. Your whitepaper can be the cornerstone of your marketing strategy and approach for the next 6-12 months if strategically curated and promoted effectively.

Whilst it is true that content types have diversified because of the audience’s preference for bite-sized, easily digestible content, the benefits you can achieve with a cutting-edge, thought-provoking whitepaper highlight that they still hold a well-deserving place in modern marketing strategies. But they must be written and promoted effectively, and with relevancy, with the audiences’ changing behaviours and preferences in mind.

So, how can businesses navigate this shift?

1. Interactive Elements: Incorporating interactive elements such as quizzes, calculators, or assessments can make whitepapers more engaging for modern audiences.
2. Visual Enhancements: Integrating attractive and creative visuals like charts, graphs, and infographics can break up dense copy and make complex information more comprehensive and retain the reader’s attention span.
3. Ongoing Promotion: Your marketing activity to promote your whitepaper is equally, if not more important than the content piece itself. A strong, digital marketing strategy that is aligned to your audiences’ preferences will ensure optimum opportunity for lead capture and downloads.
4. Focus on your Audience: Will they download and read a whitepaper? Can you offer valuable insights and information that provide them tangible solutions and next steps? The whitepaper has to go above and beyond just promoting your brand or service – it needs to be a content piece that they will find interesting and valuable.

The digital marketing landscape is constantly transforming, yet whitepapers hold their ground as a pivotal resource for businesses aiming to cement their status as thought leaders, educate their audience, and drive lead generation through effective creation and promotion.

As we navigate through this evolution, it’s clear that while the environment and our audiences are constantly developing, whitepapers are far from dead and remain highly relevant. To stay alive, however, they must adapt to keep pace with these ongoing developments.

Opinion piece by Account Director, Jess House

In the aftermath of the pandemic, live events have gained even greater prominence on online platforms. Among these platforms, LinkedIn Live Events have emerged as a dynamic tool for businesses and individuals alike to connect, engage, and expand their networks. With the potential to reach a global audience at the click of a button, and boost brand awareness further than ever before, LinkedIn Live Events have become a key part of modern marketing strategies for B2B businesses.

In this blog, we’re delving into the significance of these events, best practices for hosting them, and how to leverage the data generated for further marketing endeavours.

The Global Impact

The dominance of LinkedIn as the leading professional platform is indisputable, with a membership exceeding 930 million individuals spanning across 200 countries globally. In 2022, engagement on the platform surged by an impressive 22%*.

This surge in engagement finds its roots in LinkedIn’s innovative feature: LinkedIn Live Events. These events have taken the virtual stage by storm, facilitating real-time interactions with audiences across the globe. It’s estimated that thousands of LinkedIn Live Events run each day globally*, showcasing the platform’s immense potential for connecting professionals, sharing knowledge, and driving engagement. Furthermore, live streams hosted on LinkedIn garner 7 times the reactions and a staggering 24 times the comments compared to regular videos!*

These statistics alone underscore the significance of incorporating LinkedIn Live into your marketing plan.

Key Benefits of Running LinkedIn Live Events for Brand Awareness

LinkedIn Live Events offer a myriad of benefits, particularly in boosting brand awareness:

✔️ Extended Reach: The live nature of these events attracts attention, and the potential to reach thousands of viewers can significantly amplify your brand’s visibility.

✔️ Guest Speaker Effect: Inviting guest speakers extends your reach even further, leveraging their existing networks and establishing your brand as a hub of valuable information. You can amplify this by strategically partnering with LinkedIn creators who share expertise in a related field or topic. Collaborating with creators who align with the theme of your event can provide a powerful boost to your event’s credibility and visibility.

✔️ Engagement and Authenticity: Live events create a genuine connection with your audience, humanising your brand and fostering a stronger sense of trust and loyalty.

✔️ Relevant Followers and Network Expansion: By hosting compelling events, you’ll attract more high-quality followers on LinkedIn, thereby increasing the reach of your future content.

Best Practices for Running LinkedIn Live Events

So, you’re considering integrating LinkedIn Live Events into your marketing strategy, but you’re unsure of where to begin. To help you enhance the effectiveness of your events, we’re sharing some of our pre and post-event best practices that we follow here at Air.

Pre-Event: Setting The Stage

• Content Relevance: Craft content that resonates with your target audience’s interests and needs. This will keep them engaged and eager to participate.
  
  
• Engaging Hosts and Guests: Invite expert guest speakers participate in your events. This not only adds credibility but also broadens your reach by tapping into their networks.
  
  
• Promotion: Promote your event well in advance to build anticipation. A countdown is very effective. Utilise LinkedIn posts, and other social media channels to attract attendees.
  
  
• Technical Preparation: Familiarise yourself with the streaming platform you’re using. For instance, platforms like StreamYard offer the advantage of advanced scheduling and branding options.
  
  
• Timing: Timing plays a pivotal role in the success of LinkedIn Live Events. Carefully selecting the optimal time considers factors like time zones, audience preferences, event themes, and avoiding conflicts with other commitments. A well-timed event maximises audience participation and engagement, showcasing your consideration for their convenience and ultimately contributing to a more impactful and successful experience.
  
  
• Data Collection: When setting up your LinkedIn Live Event, tick the box to enable the organiser to collect attendee information. This data can be extracted after the event and used for things like email marketing (we’ll talk more about this later in the blog).
  
  
• Interactivity: During the event, encourage audience engagement through polls, Q&A sessions, and comments. Interaction creates a sense of community and helps maintain interest throughout the event.

Post-Event: Leveraging Data, Content and Email Marketing

As mentioned earlier, the data generated from LinkedIn Live Events can be a real treasure trove for your marketing efforts. Here’s how:

• Registration Data: By enabling the registration form during event setup, you collect valuable information about your attendees. This data can include their name, job title, email address, LinkedIn Profile URL and marketing communications consent.
  
  
• Connection Strategy: Connect with key stakeholders on LinkedIn who attend your events. This fosters a more personalised relationship and increases the likelihood of them engaging with your brand in the future.
  
  
• Email Marketing: Utilise the collected data for targeted email marketing campaigns. Craft tailored messages that address the specific needs and preferences of your audience, driving higher engagement and conversion rates.
  
  
• Content Recycling: After the live stream, the live event recording can be edited and distributed across diverse platforms, such as your website’s knowledge hub, YouTube channel, and other social media outlets. Through the process of repackaging the content into smaller, topic-specific segments, it becomes not only more accessible but also more digestible for a broader audience.

In conclusion, LinkedIn Live Events offer an exciting opportunity to engage with a global audience, enhance brand awareness, and strengthen your network. By following best practices, inviting guest speakers, and leveraging the power of streaming platforms like StreamYard, you can create a memorable and impactful experience for your audience. Moreover, the data collected during these events serves as a valuable resource for future marketing endeavors, especially in email marketing campaigns. As the digital landscape continues to evolve, embracing the potential of LinkedIn Live Events is an investment that can yield substantial returns in terms of brand growth and engagement.

Opinion piece by Senior Marketing Executive, Hannah Sanders

*Source: The Social Shepherd