Introduction to LinkedIn Marketing
Facebook and Instagram are currently the go-to social networks for B2C marketers. But in the B2B space, LinkedIn is still king. And with laser-targeted audiences, a publishing platform, and a built-in professional network, it’s easy to find LinkedIn marketing examples from brands doing it right.
The Importance of LinkedIn for B2B Marketers
According to the Pew Research Center, 53% of college graduates use LinkedIn. Even more impressive, 97% of B2B marketers use LinkedIn as part of their content marketing strategy. This highlights the significance of LinkedIn for B2B marketers, making it an essential platform for businesses to establish their online presence.
Top Brands on LinkedIn
At the end of 2023, LinkedIn released its list of the top brands successfully marketing on LinkedIn. These are the brands that know how to do LinkedIn content marketing, as well as build brand awareness and engage with their audiences. While LinkedIn created a list of its global favorites, we’re going to focus on the top brands on LinkedIn in North America.
Top 5 LinkedIn Marketing Examples From U.S. Brands
1. Microsoft
Microsoft has paved the way for many B2B brands to embrace content marketing and company branding on LinkedIn. And with its 23 million followers, Microsoft is no slouch when it comes to building its online community. As part of its content marketing strategy, Microsoft curates thought-leadership articles written by Microsoft executives and industry experts. These articles delve into B2B challenges, technology advancements, and the impact of Microsoft solutions.
2. GE
GE is always on the list of best brands on LinkedIn. It uses its LinkedIn page as a hub to showcase its expertise and demonstrate its vast industrial knowledge. The company’s content marketing strategy includes articles that highlight industry-specific solutions across its business segments, like aviation, healthcare, and power generation. It also features success stories showcasing how its products and services solve real-world problems for other companies.
3. Google
Google’s inclusion on this list is unusual because Google doesn’t actually sell any traditional products or services on LinkedIn. However, it is very strategic in how it leverages the platform for B2B marketing. For example, it demonstrates cloud solutions through a dedicated section on its LinkedIn page. This section highlights Google Cloud Platform (GCP) solutions for businesses, such as data analytics, artificial intelligence, and cloud storage.
4. Goldman Sachs
Goldman Sachs is traditionally thought of as low profile. But in recent years, the organization has undergone a shift. Now, Goldman Sachs uses LinkedIn B2B marketing to cultivate a more transparent image within the financial sector. As part of its effort to be more transparent, Goldman Sachs uses LinkedIn Groups to connect with potential clients directly, engage in industry discussions, and establish itself as a thought leader within those communities.
5. Pfizer
During the pandemic, Pfizer became a household name because of its Covid-19 vaccine. But its new-found fame necessitated a shift in its marketing approach. Drew Panayiotou, Pfizer’s newly appointed (and first) CMO, is now running new marketing campaigns that seek to connect Pfizer’s products to its brand, which is how Pfizer became one of the best LinkedIn marketing examples.
Conclusion
LinkedIn marketing provides the perfect opportunity for B2B brands to emerge as thought leaders and generate meaningful relationships with their audiences. By sharing engaging content, using targeted messaging, and building their brand, businesses can make their mark on the biggest digital stage for industry professionals.
Ask the Content Strategist: FAQs About LinkedIn Marketing
How often should a brand post new content on its LinkedIn company page?
You can post content daily, several times a week, or weekly; just make sure you post consistently. Remember, consistency is more important than frequency. The ideal posting frequency will vary depending on your industry, audience, and content type.
What metrics did LinkedIn use to determine the best brands on LinkedIn?
LinkedIn used its new B2B Index, which is a metric that “offers a holistic view of the marketing efforts that most contribute to a company’s brand success.” The metric looks at both organic and paid marketing efforts.
What other global brands were included on LinkedIn’s B2B Leaderboard?
Abbott, Amazon, Citi, Cisco, EY, JLL, Mahindra Group, Siemens, and TikTok for Business.