Fb and Instagram are at the moment 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 seek out LinkedIn advertising and marketing examples from manufacturers doing it proper.
Based on the Pew Analysis Heart, 53% of faculty 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? Properly, fortunately, LinkedIn has the reply for us.
On the finish of 2023, LinkedIn launched its listing of the prime manufacturers efficiently advertising and marketing on LinkedIn. These are the manufacturers that know do LinkedIn content material advertising and marketing, in addition to construct model consciousness and have interaction with their audiences. Whereas LinkedIn created a listing of its world favorites, we’re going to concentrate on the highest manufacturers on LinkedIn in North America.
Prime 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 relation to 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} specialists. 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 advertisements to amplify its content material’s attain and guarantee it extends to the proper B2B decision-makers inside particular industries or job titles.
2. GE
GE is at all times on the listing of finest manufacturers on LinkedIn. It makes use of its LinkedIn web page as a hub to showcase its experience and show its huge industrial information. 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 remedy real-world issues for different corporations.
Whereas LinkedIn gives 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 entice prime expertise, it additionally humanizes its model.
3. Google
Google’s inclusion on this listing is uncommon as a result of Google doesn’t really promote any conventional services or products on LinkedIn. Nevertheless, it is vitally strategic in the way it leverages the platform for B2B advertising and marketing. For instance, it demonstrates cloud options by means of a devoted part on its LinkedIn web page. This part highlights Google Cloud Platform (GCP) options for companies, similar to information analytics, synthetic intelligence, and cloud storage.
The Google identify has been synonymous with “search engines like google and yahoo” for years, nevertheless it has formally entered the “Gemini period.” Gemini is Google’s new household of AI merchandise which can be able to code era and overview, content material creation, and knowledge 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 straight promote merchandise on LinkedIn, it makes use of focused advertisements to advertise informative content material and webinars that strategically attain related B2B audiences.
4. Goldman Sachs
Goldman Sachs is historically considered low profile. However in recent times, 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 straight, have interaction in {industry} discussions, and set up itself as a thought chief inside these communities.
As proven above, Goldman Sachs usually shares data-driven stories and analyses on monetary markets, mergers and acquisitions, and financial traits. These thought-leadership articles supply insights into potential funding alternatives and market traits that entice potential purchasers within the group’s experience.
5. Pfizer
Through the pandemic, Pfizer grew to become 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 operating new advertising and marketing campaigns that search to attach Pfizer’s merchandise to its model, which is how Pfizer grew to become among the best LinkedIn advertising and marketing examples.
Pfizer shares tales of sufferers who’ve benefited from its therapies. It additionally makes use of LinkedIn Stay to host interviews with medical professionals and Q&A classes on related well being subjects. Not solely does this construct belief with its viewers, nevertheless it additionally highlights the reference to the human facet of its work.
LinkedIn advertising and marketing gives the right alternative for B2B manufacturers to emerge as thought leaders and generate significant relationships with their audiences. You most likely have already got superior content material by yourself website, and now could be 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 participating content material, focused messaging, and branding. However there’s nonetheless loads of room for each B2B marketer to make their mark on the largest digital stage for {industry} professionals.
Ask the Content material Strategist: FAQs About LinkedIn Advertising and marketing
How usually ought to a model submit new content material on its LinkedIn firm web page?
You may submit content material each day, a number of instances per week, or weekly; simply ensure you submit persistently. Bear in mind, consistency is extra vital than frequency. The best posting frequency will range relying in your {industry}, viewers, and content material kind.
What metrics did LinkedIn use to find out the perfect manufacturers on LinkedIn?
LinkedIn used its new B2B Index, which is a metric that “gives 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 world manufacturers had 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 seek out out extra.
Picture by
Adam Hicks
