There’s no doubt that LinkedIn is one of the most effective social media lead generators for B2B marketers, offering businesses the chance to tell their brand story in a unique and meaningful way.
On the other hand, many B2B brands still struggle to engage their audience on the platform. This study found that B2B companies actually get 20 times more engagement on Instagram than on LinkedIn, despite having much smaller audiences on the platform.
With that said, finding news way to engage your audience on LinkedIn can help produce some really great results like increasing lead gen, building thought leadership, strengthening brand awareness, and making valuable industry connections.
To help establish some commonalities between successful LinkedIn Company Pages, I’ve compiled a list of B2B business examples getting some pretty impressive engagement on the platform. For each company page, we’ll look at what exactly they are doing to grab their audience’s attention.
Know What Content Resonates
There are many elements of Ernst and Young’s LinkedIn Company Page that are noticeable, like the eye-catching banner image and sharp color coordination of the profile. However, I think the majority of the company’s successful on this social platform is due to their ability to find and share information that will resonate well with the audience.
For example, the post highlighted above takes an extremely real and valid concern of families around the world and provides valuable tips to educate and help the situation. The company understands their audiences’ concerns and aims to help them in their everyday life to create valuable connections for the future. Ultimately, this is how brands establish themselves as a valuable industry resource.
Be Nerdy, Yet Relatable
Some might think that making enterprise application software seem fun would be challenging, but I think SAP is doing it right with their LinkedIn page. SAP is writing a story on social to build emotional connections and positive associations with the brand.
The company took 70 years worth of historic NBA stats and crunched the data into the SAP HANA database to explain how live data is provided to fans. While this certainly requires resources for content development, the company receives great engagement by sharing relatable topics that tie back to its area of expertise.
Share Company Happenings
HootSuite does a great job of utilizing their LinkedIn page to share major company happenings. This Company Page has found a great balance of providing their audience with helpful tips, educational resources, trending discussions, and brand specific content.
For example, HootSuite triggered an impressive response from their audience by pinning an update to the top of their profile about the launch of their new podcast, Hootcast.
We all know that talking too much about your company on social media isn’t the best way to engage your audience, but that doesn’t mean you should shy away from sharing the important stuff. Keep in mind the 80/20 rule – just 20% of your social media content should be about your brand. This makes it especially important that what you do share about your business is truly noteworthy.
Unique Updates, Tailored to Your Audience
Marketo takes a very unique approach to LinkedIn when compared to what other B2B brands are doing, and it seems to be working well.
Because LinkedIn is a professional network, as a best practice, B2B marketers aim to share highly educational resources and informational pieces on the platform.
The concern is that posting quotes or images from other people or brands (much more acceptable on Twitter and Instagram) will not reinforce your brand and instead reinforce others.
However, Marketo seems to have found a sweet spot by posting unique, comical and industry related graphics that professionals will find charismatic and even inspirational at times. The brand is able to increase engagement across their posts, tell their story and stay true to its vision.
Reveal Career Opportunities & Company Culture
Why would someone want to work with your company? Why would someone want to work for your company? These are two questions that you should aim to answer on your LinkedIn Company Page. Deloitte does a great job of answering these both, however I want to focus on how they explain the benefits of working at the company.
Deloitte’s careers tab is an excellent example of how B2B businesses should be taking advantage of the feature. Having a complete and detailed careers tab, like Deloitte’s, can be especially valuable for networking, recruiting and sharing more about your company culture and growth.
As you can see in the example above, the careers tab also offers the opportunity to cross-promote to other sites (a careers page, social media platforms, etc.)
Offer the Support Your Community Needs
LinkedIn Groups are a great way for showing off your thought leadership, your company expertise, and creating one location for professionals with similar interests to discuss relevant topics and exchange knowledge.
Evernote leverages LinkedIn Groups in a unique way to establish valuable conversations with their audiences by using it as more of a support community to address questions, provides tips, etc. When B2B marketers start to think of LinkedIn as more of a discussion forum than a promotional platform, they will see boosted engagement from their audience.
Showcase Business Segments
Adobe successfully highlights the different lines of its business through Showcase Pages. Showcase Pages are segmented pages linked from the main company page. These allow B2B companies to promote specific products to better market to different audiences.
As shown above, Adobe has created separate LinkedIn Showcase Pages to segment their products. Users can follow singular Showcase Pages without having to follow the business or their other pages, so Adobe can target updates more thoughtfully.
Make Sure Your Audience Can Find You
Acquisitions are certainly not uncommon, but it does pose a challenge for marketers to merge social media channels and ensure that their customers can find the right one.
There are a variety of options for marketers to consider when merging, but I recommend updating the old Company Page with the correct website link, up-to-date description, and other details to ensure that your audience knows where to find you.
When consolidating accounts, submitting a request to transfer all of your connections through LinkedIn can take some time. As shown above, Eloqua took the right approach in updating their old LinkedIn Company Page to point users to the new location.
Whether you’re looking to improve engagement on your LinkedIn Company Page or increase lead generation, I hope these B2B business examples help guide your success on the platform.
If you’re interested in learning how to optimize your professional LinkedIn Profile, be sure to check out Derek’s post on 10 Examples of Highly Impactful LinkedIn Profiles for some helpful tips.