INDUSTRY TIPS / KARIS COPP MEDIA 40 email: editor@signlink.co.uk Issue 259 - June / July 2025 You may have already noticed the shift: everyday it feels as if more and more B2B businesses are embracing B2C social media trends, experimenting with fun, relatable content previously confined to the likes of airlines, fast food restaurants, and streaming services. Leading marketing industry publication The Drum noted a ‘real coming of age’ for B2B marketing, describing standards of creativity as ‘higher than ever’. Research by LinkedIn in the summer of 2024 found that over two-thirds of UK B2B marketers say bolder creative is helping them improve brand engagement and drive conversion. Linkedin is the perfect place to witness B2B’s creative boom first hand. Once seen as just a platform for job hunting and professional networking, LinkedIn is evolving into a dynamic social space where businesses and individuals share insights, showcase creativity, and engage in conversations much like they would on personal social media. Finally, B2B is figuring out that we are all just people talking to other people. Businesses don’t make decisions, people do, and great creative B2B content isn’t afraid to incite our emotions. At KC Media, we love the Maya Angelou quote, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” As highlighted by The Drum, a 2022 LinkedIn study of B2B marketing leaders found that more than two thirds (69%) agree that B2B purchasing decisions are just as emotionally driven as B2C, and 39% said they are increasingly harnessing storytelling, emotion and humour to help make their creative campaigns stick. From humour and personal content to interactive and community-driven posts, LinkedIn is following in the footsteps of B2C social media strategies. Karis Copp, managing director of Karis Copp Media highlights ways for business owners to lean into this and humanise their B2B LinkedIn marketing Five Ways to Humanise Your B2B LinkedIn Marketing With B2B marketing evolving to embrace more creative and emotionally resonant content, print and signage businesses have a unique opportunity to stand out and inject some personality into their online presence. But how can they apply these trends on LinkedIn while maintaining professionalism? Here are five practical ways for print businesses to harness the power of B2C marketing for B2B. 1. Share visual content that evokes emotion The key to successful B2C marketing is visually compelling content that tells a story, and B2B companies are increasingly following suit. Print and signage businesses can harness the popularity of video content by showcasing behindthe-scenes footage, customer success stories, or time-lapse videos of print production – the possibilities are endless. By tapping into the power of visual storytelling, print and signage businesses can build stronger connections and turn passive viewers into engaged customers. 2. Utilise the power of storytelling Storytelling is a powerful tool for creating emotional connections in B2C marketing, and print companies can adopt this method to humanise their LinkedIn content too. Sharing stories about your team through ‘get to know us’ posts, customer collaborations and testimonials, or posts explaining how a particular product solved a unique challenge and weaving in emotion throughout enables companies to highlight the people behind the business and can be a great way to strengthen community and engagement. 3. Embrace humour and relatable content Who says B2B marketing has to be all business? Humour is no longer exclusive to B2C marketing. Print and signage companies can leverage light-hearted,
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