5 LinkedIn Marketing Examples From Brands That Are Rocking It

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.

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. I don’t know what the other 3% of B2B marketers are doing, but they’re clearly missing out.

Ok, we know B2B marketers love LinkedIn and would be lost without it. But what does LinkedIn think of the brands using its platform? What brands are leveraging LinkedIn’s audience-specific insights? What B2B companies are successfully building their brands using LinkedIn’s organic and paid marketing tools? Well, luckily, LinkedIn has the answer for us.

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. This positions Microsoft as both a thought leader and trusted advisor.

Microsoft also uses targeted ads to amplify its content’s reach and ensure it extends to the right B2B decision-makers within specific industries or job titles.

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.

While LinkedIn offers a wide range of B2B marketing tools and features, at its core, it’s still an online community, and GE hasn’t forgotten that. It fosters a sense of community by featuring employee achievements and showcasing its company culture. Not only does this attract top talent, it also humanizes its brand.

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.

The Google name has been synonymous with “search engines” for years, but it has officially entered the “Gemini era.” Gemini is Google’s new family of AI products that are capable of code generation and review, content creation, and information retrieval and analysis. As Google has launched and expanded the Gemini products, it’s used LinkedIn to keep audiences informed and engaged, which has strengthened its online community.

And while Google doesn’t directly sell products on LinkedIn, it uses targeted ads to promote informative content and webinars that strategically reach relevant B2B audiences.

 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.

As shown above, Goldman Sachs regularly shares data-driven reports and analyses on financial markets, mergers and acquisitions, and economic trends. These thought-leadership articles offer insights into potential investment opportunities and market trends that attract potential clients interested in the organization’s expertise.

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.

Pfizer shares stories of patients who have benefited from its treatments. It also uses LinkedIn Live to host interviews with medical professionals and Q&A sessions on relevant health topics. Not only does this build trust with its audience, but it also highlights the connection with the human aspect of its work.

LinkedIn marketing provides the perfect opportunity for B2B brands to emerge as thought leaders and generate meaningful relationships with their audiences. You probably already have awesome content on your own site, and now is the perfect time to share it and extend its reach on LinkedIn’s publishing platform. The five LinkedIn marketing examples we highlighted above are already killing it with their engaging content, targeted messaging, and branding. But there’s still plenty of room for every B2B marketer to 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.

Contently can help scale your content creation and rock LinkedIn. Connect with us to find out more.