Fb and Instagram are at present the go-to social networks for B2C entrepreneurs. However within the B2B house, LinkedIn remains to be king. And with laser-targeted audiences, a publishing platform, and a built-in skilled community, it’s simple to search out LinkedIn advertising and marketing examples from manufacturers doing it proper.
In line with the Pew Analysis Heart, 53% of school graduates use LinkedIn. Much more spectacular, 97% of B2B entrepreneurs use LinkedIn as a part of their content material advertising and marketing technique. I don’t know what the opposite 3% of B2B entrepreneurs are doing, however they’re clearly lacking out.
Okay, we all know B2B entrepreneurs love LinkedIn and can be misplaced with out it. However what does LinkedIn consider the manufacturers utilizing its platform? What manufacturers are leveraging LinkedIn’s audience-specific insights? What B2B corporations are efficiently constructing their manufacturers utilizing LinkedIn’s natural and paid advertising and marketing instruments? Effectively, fortunately, LinkedIn has the reply for us.
On the finish of 2023, LinkedIn launched its record of the prime manufacturers efficiently advertising and marketing on LinkedIn. These are the manufacturers that know find out how to do LinkedIn content material advertising and marketing, in addition to construct model consciousness and interact with their audiences. Whereas LinkedIn created an inventory of its international favorites, we’re going to give attention to the highest manufacturers on LinkedIn in North America.
High 5 LinkedIn Advertising and marketing Examples From U.S. Manufacturers
1. Microsoft
Microsoft has paved the way in which for a lot of B2B manufacturers to embrace content material advertising and marketing and firm branding on LinkedIn. And with its 23 million followers, Microsoft is not any slouch in terms of constructing its on-line group.
As a part of its content material advertising and marketing technique, Microsoft curates thought-leadership articles written by Microsoft executives and {industry} consultants. These articles delve into B2B challenges, know-how developments, and the affect of Microsoft options. This positions Microsoft as each a thought chief and trusted advisor.
Microsoft additionally makes use of focused adverts to amplify its content material’s attain and guarantee it extends to the best B2B decision-makers inside particular industries or job titles.
2. GE
GE is all the time on the record of greatest manufacturers on LinkedIn. It makes use of its LinkedIn web page as a hub to showcase its experience and display its huge industrial data. The corporate’s content material advertising and marketing technique consists of articles that spotlight industry-specific options throughout its enterprise segments, like aviation, healthcare, and energy era. It additionally options success tales showcasing how its services clear up real-world issues for different corporations.
Whereas LinkedIn provides a variety of B2B advertising and marketing instruments and options, at its core, it’s nonetheless a web based group, and GE hasn’t forgotten that. It fosters a way of group by that includes worker achievements and showcasing its firm tradition. Not solely does this appeal to prime expertise, it additionally humanizes its model.
3. Google
Google’s inclusion on this record is uncommon as a result of Google doesn’t truly promote any conventional services or products on LinkedIn. Nonetheless, it is extremely strategic in the way it leverages the platform for B2B advertising and marketing. For instance, it demonstrates cloud options by way of a devoted part on its LinkedIn web page. This part highlights Google Cloud Platform (GCP) options for companies, resembling information analytics, synthetic intelligence, and cloud storage.
The Google identify has been synonymous with “engines like google” for years, but it surely has formally entered the “Gemini period.” Gemini is Google’s new household of AI merchandise which might be able to code era and evaluate, content material creation, and data retrieval and evaluation. As Google has launched and expanded the Gemini merchandise, it’s used LinkedIn to maintain audiences knowledgeable and engaged, which has strengthened its on-line group.
And whereas Google doesn’t instantly promote merchandise on LinkedIn, it makes use of focused adverts to advertise informative content material and webinars that strategically attain related B2B audiences.
4. Goldman Sachs
Goldman Sachs is historically considered low profile. However lately, the group has undergone a shift. Now, Goldman Sachs makes use of LinkedIn B2B advertising and marketing to domesticate a extra clear picture inside the monetary sector.
As a part of its effort to be extra clear, Goldman Sachs makes use of LinkedIn Teams to attach with potential purchasers instantly, have interaction in {industry} discussions, and set up itself as a thought chief inside these communities.
As proven above, Goldman Sachs commonly shares data-driven experiences and analyses on monetary markets, mergers and acquisitions, and financial traits. These thought-leadership articles provide insights into potential funding alternatives and market traits that appeal to potential purchasers within the group’s experience.
5. Pfizer
Throughout the pandemic, Pfizer turned a family identify due to its Covid-19 vaccine. However its new-found fame necessitated a shift in its advertising and marketing strategy. Drew Panayiotou, Pfizer’s newly appointed (and first) CMO, is now working new advertising and marketing campaigns that search to attach Pfizer’s merchandise to its model, which is how Pfizer turned the most effective LinkedIn advertising and marketing examples.
Pfizer shares tales of sufferers who’ve benefited from its therapies. It additionally makes use of LinkedIn Dwell to host interviews with medical professionals and Q&A periods on related well being subjects. Not solely does this construct belief with its viewers, but it surely additionally highlights the reference to the human side of its work.
LinkedIn advertising and marketing supplies the right alternative for B2B manufacturers to emerge as thought leaders and generate significant relationships with their audiences. You in all probability have already got superior content material by yourself website, and now’s the right time to share it and prolong its attain on LinkedIn’s publishing platform. The 5 LinkedIn advertising and marketing examples we highlighted above are already killing it with their partaking content material, focused messaging, and branding. However there’s nonetheless loads of room for each B2B marketer to make their mark on the most important digital stage for {industry} professionals.
Ask the Content material Strategist: FAQs About LinkedIn Advertising and marketing
How usually ought to a model publish new content material on its LinkedIn firm web page?
You’ll be able to publish content material day by day, a number of occasions per week, or weekly; simply be sure to publish constantly. Bear in mind, consistency is extra essential than frequency. The perfect posting frequency will range relying in your {industry}, viewers, and content material kind.
What metrics did LinkedIn use to find out one of the best manufacturers on LinkedIn?
LinkedIn used its new B2B Index, which is a metric that “provides a holistic view of the advertising and marketing efforts that the majority contribute to an organization’s model success.” The metric appears to be like at each natural and paid advertising and marketing efforts.
What different international manufacturers have been included on LinkedIn’s B2B Leaderboard?
Abbott, Amazon, Citi, Cisco, EY, JLL, Mahindra Group, Siemens, and TikTok for Enterprise.
Contently can assist scale your content material creation and rock LinkedIn. Join with us to search out out extra.
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Adam Hicks
