LinkedIn
Strategy

High-quality content
& smart targeting

Client:
Fluke Networks


Services
Social media consultancy
Editorial planning
Content creation
Targeting
Campaign management, evaluation and optimisation

B2B social media communication

Presenting relevant content in an engaging way, targeting the right audience, and boosting organic reach through sponsored campaigns: with these capabilities, the professional networking platform LinkedIn offers companies the ideal platform for connecting with over 13 million users in the DACH region. 

Fluke Networks, a leading global manufacturer of electronic test and measurement equipment for the certification, troubleshooting and installation of industrial infrastructure, had already successfully utilised social media campaigns in English-speaking markets. To make the most of LinkedIn’s vast potential for the German market as well, Fluke Networks EMEA commissioned us in collaboration with our partner Ronna Porter from Justa Public Relations.

The objectives:

  • to increase awareness of Fluke Networks in German-speaking countries
  • To position Fluke Networks as an expert in the field of Industrial Ethernet and Industrial Automation
  • to attract new followers and generate leads through engaging content

Harmonise communication across channels and national borders

The parent company, Fluke Corporation, and Fluke Networks already have a successful presence on LinkedIn in English-speaking regions. To ensure consistent communication and build a cohesive brand image across all channels, Kaltwasser Kommunikation seamlessly integrated all LinkedIn social media activities into the overarching communication strategy. To achieve this, Kaltwasser Kommunikation first had to align the German LinkedIn presence with the parent company’s English corporate profile and Fluke Networks’ English landing page. To ensure German users were also engaged by the relevant content, the content was subsequently adapted to the needs of the target audience.

Finding the perfect balance between organic and paid content in the most influential feeds

“Our #3 in the worst #IndustrialEthernet bugs causes problems and frustration when troubleshooting cabling issues. Find out why cable installation labelling is so important here: ... #flukenetworks #industrialautomation #troubleshooting #ethernetcable.”

In order to address potential targets with the appropriate content, we created posts on relevant topics and published them consistently in line with the editorial plan we developed. Whilst the organic content was aimed primarily at German-speaking followers and followers based in the DACH region, the paid content was targeted at other users from the fields of Industrial Ethernet and Automation – in other words, potential new followers in the German-speaking region. The success of the paid campaigns was ensured by careful targeting, as well as continuous monitoring, constant optimisation and A/B testing. With this mix of organic and sponsored content, Fluke Networks EMEA was able to efficiently reach and systematically expand its German target audience.
 

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