Hörmann PR & social media

Background

Hörmann is one of Europe’s leading door manufacturers. Established in 1935, the company is renowned for its quality and innovation. Although based in Germany, the UK headquarters is in Leicestershire and we’ve worked with the UK team for a number of years now.

In the past, most of our activity had centred on traditional PR and communications, but recently the company wanted to rebalance its efforts and go more digital. That was our cue to kickstart its social media marketing.

Known primarily for domestic garage doors, the UK team also tasked us with raising greater awareness of both industrial doors and loading bay equipment. All of the usual social metrics applied, but crucially the marketing team wanted us to provide them with actionable leads for their sales team to follow up. This was quite a step-change, from a print-based PR focus to B2B online lead generation.

Approach

We started by critiquing Hörmann UK’s media relations, and looked to re-prioritise and strike a balance between print and online. As part of that process, we identified the key industry titles to target and where possible the options that would allow us to pivot towards digital. The idea being to maintain relationships with the trade media, but focus more on digital PR.

By working as an extension of the in-house marketing team, we continued to support the team with copywriting and content creation, design, photography and videography. Along with news articles and thought leadership pieces, we continued to keep Hörmann UK in the public eye. We supported the team with new product launches and helped in maintaining Hörmann’s reputation for innovation and excellence.

On social media, we began by establishing a set of content themes that our research told us would resonate with the target audience. We then used these themes to create organic posts for LinkedIn that we published on the company page. With an emphasis on attracting interest in Hörmann’s industrial door products, we used Sponsored Posts to amplify and engage key buyer personas.

We also used Lead Gen Forms to attach call-to-action buttons and capture high-quality leads. When a user clicks, these forms open up and are pre-filled with their LinkedIn profile data. This allows users to share their professional info in just a couple of clicks, removing the need to click-through and manually enter their details into a landing page, and is all done in way that is fully GDPR compliant.

Results

With our PR activity we were able to secure targeted media coverage. Over the years we have established Hörmann UK as the authoritative voice for industrial and domestic garage doors. Despite re-focussing our efforts, we continued to achieve placements in the trade press, both in print and digital. In 2018, press releases and editorial content alone reached over 410,000 people and 94% of coverage achieved fell in the top tier for publication relevance, including Grand Designs magazine, SHD Logistics and Warehouse & Logistics News.

When it comes to LinkedIn, social metrics were markedly improved. In part, this was achieved by posting relevant and engaging content more frequently than had been done before. But also because we were able to reach a far larger audience by boosting organic content with paid ads. This helped to bring in new followers and significantly increase engagement levels on the company page.

Driven by a similar hike in impressions, we upped engagement levels by 331% in just a few months of managing the LinkedIn profile. Most importantly, this was not only post likes, but also much more meaningful metrics. Comments and clicks jumped by 500% and 341% respectively, helping to direct users to the website for product discovery and consideration.

Added to that, our Lead Gen Ads helped to turn social clicks into new business prospects, creating a contact list for the in-house sales team to follow up. With our persona-led strategy, we targeted professionals by job titles, skills and industry. Pitching relevant content to each of them. To determine what worked, we split-tested audiences and creative, and used budget optimisation to maximise ROI.

With a 31% conversion, our ads aimed at architects and specifiers were particularly successful. To keep costs down, we opted to reuse or repurpose assets. For loading technology, we promoted an existing brochure. For automotive, we created a sector-specific brochure. Optimised for digital, this was created as interactive PDF in the style of product lookbook.