Fb and Instagram are presently the go-to social networks for B2C entrepreneurs. However within the B2B area, LinkedIn continues 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 examples from manufacturers doing it proper.
In response to 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 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 could 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 instruments? Properly, fortunately, LinkedIn has the reply for us.
On the finish of 2023, LinkedIn launched its record of the highest manufacturers efficiently advertising on LinkedIn. These are the manufacturers that know the best way to do LinkedIn content material advertising, in addition to construct model consciousness and have interaction with their audiences. Whereas LinkedIn created a listing of its international favorites, we’re going to concentrate on 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 firm branding on LinkedIn. And with its 23 million followers, Microsoft is not any slouch relating to constructing its on-line neighborhood.
As a part of its content material advertising technique, Microsoft curates thought-leadership articles written by Microsoft executives and {industry} consultants. These articles delve into B2B challenges, expertise 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 appropriate B2B decision-makers inside particular industries or job titles.
2. GE
GE is at all times on the record of finest manufacturers on LinkedIn. It makes use of its LinkedIn web page as a hub to showcase its experience and exhibit its huge industrial information. The corporate’s content material advertising 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 instruments and options, at its core, it’s nonetheless an internet neighborhood, and GE hasn’t forgotten that. It fosters a way of neighborhood 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 really promote any conventional services or products on LinkedIn. Nevertheless, it is extremely strategic in the way it leverages the platform for B2B advertising. For instance, it demonstrates cloud options by 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 title has been synonymous with “search engines like google and yahoo” for years, however it has formally entered the “Gemini period.” Gemini is Google’s new household of AI merchandise which might be able to code era and assessment, 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 neighborhood.
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 to domesticate a extra clear picture throughout 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, interact in {industry} discussions, and set up itself as a thought chief inside these communities.
As proven above, Goldman Sachs commonly shares data-driven stories 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
In the course of the pandemic, Pfizer turned a family title due to its Covid-19 vaccine. However its new-found fame necessitated a shift in its advertising method. Drew Panayiotou, Pfizer’s newly appointed (and first) CMO, is now working new advertising campaigns that search to attach Pfizer’s merchandise to its model, which is how Pfizer turned among the best LinkedIn advertising 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 matters. Not solely does this construct belief with its viewers, however it additionally highlights the reference to the human side of its work.
LinkedIn advertising offers 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 lengthen its attain on LinkedIn’s publishing platform. The 5 LinkedIn advertising 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 publish new content material on its LinkedIn firm web page?
You’ll be able to publish content material every day, a number of instances per week, or weekly; simply be sure to publish persistently. Keep in mind, consistency is extra vital than frequency. The best posting frequency will fluctuate relying in your {industry}, viewers, and content material sort.
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 “gives a holistic view of the advertising efforts that almost all contribute to an organization’s model success.” The metric seems to be at each natural and paid advertising efforts.
What different international manufacturers had been included on LinkedIn’s B2B Leaderboard?
Abbott, Amazon, Citi, Cisco, EY, JLL, Mahindra Group, Siemens, and TikTok for Enterprise.
Contently may help scale your content material creation and rock LinkedIn. Join with us to seek out out extra.
Picture by
Adam Hicks
