Rat Race Armaggeddon: 5 Top B2B Brands Maximizing LinkedIn Engagement

With more than 645 million users in over 200 countries, LinkedIn* has increasingly grown as a platform for both B2B and direct-to-consumer brands looking to creatively and effectively showcase products and services. LinkedIn has released scores of new features over the past several years that have helped it remain the foremost social media platform for professional business users. It's also increasingly become a destination for all manner and size of brands, and users looking for an experience markedly different from that offered by Facebook, Twitter, and Instagram. Since LinkedIn has rolled out so many new tools for brands to maximize their engagement on the Microsoft-owned platform, let’s take a look at how five large primarily B2B companies are connecting with audiences through the myriad of page, group, and showcase page options LinkedIn now provides.

#1 — SAP

LinkedIn profile: SAP 1,655,343 followers LinkedIn tagline: "Our purpose is to help the world run better and improve people’s lives. #TheBestRun" Listed as number 26 on the LinkedIn Top Companies to Work For list in 2019, SAP* has successfully utilized LinkedIn to engage with its audience of fans, using a wide variety of message post types, including many that incorporate innovative use of video. From a recent New York Fashion Week post about the firm’s “Runway by SAP” live-audience feedback app using the Internet of Things (Iot), machine learning algorithms, and beacon technology, to news of its partnership with Cirque du Soleil Entertainment Group, SAP keeps its LinkedIn messaging both entertaining and relevant to the more than 1.6 million people following its page. SAP Example

Whether it’s a post featuring company chief executive Bill McDermott interviewing Uber CEO Dara Khosrowshahi at an industry conference, or a “Hastag Holiday” message that combines honoring #WorkingParentsDay with promoting careers at the firm, SAP creatively and enthusiastically wields its LinkedIn page. SAP has also featured LinkedIn messaging surrounding a variety of company goals, including its efforts to have at least 28 percent women in leadership roles by 2020, and 30 percent by 2022 — goals that far exceed the present 11 percent of women who are technology executives.

#2 — Pitney Bowes

LinkedIn profile: Pitney Bowes 83,424 followers LinkedIn tagline: "We are the craftsmen of commerce." Pitney Bowes uses a variety of engaging techniques to connect with its sizable LinkedIn audience. From using visually engaging posts highlighting positive company initiatives such as its "Global Early in Career Development Program (EiC)" leadership program, which targets high-potential millennial talent, to informative messaging spotlighting free webinars featuring company experts, and video posts exploring customer experience and relationship-building in business, Pitney Bowes offer a strong and compelling LinkedIn presence. Pitney Bowes Example

#3 — Xerox

LinkedIn profile: Xerox 784,030 followers LinkedIn tagline: "Think of all the possibilities. We do. #MadeToThink" Xerox uses video, images, documents and other digital assets to enhance its LinkedIn customer and fan experience. During the most recent U.S. Open tennis tournament Xerox used its LinkedIn account to feature an event-specific video post examining how tennis balls became the color they are now known for, part of a sizable campaign that occupied many of the company's LinkedIn posts during the event. Xerox Example

Xerox also regularly uses its LinkedIn profile to offer helpful online guides, links to in-depth research on data protection and security, and messages with informational product overviews.

#4 — Dropbox

LinkedIn profile: Dropbox 239,978 followers LinkedIn tagline: "Keep teams flowing with Dropbox." Spotlighting teams and offering behind-the-scenes glimpses into life at a company is a time-tested tactic for engaging with customers, and Dropbox has used this approach effectively on its active LinkedIn page, recently sharing fun image-heavy messages detailing how its "Dropboxers" from around the world participated in various events such as scavenger hunts and Secret Garden parties. Other Dropbox messages from its LinkedIn profile feature more in-depth pieces about Dropboxers. Dropbox Example

Dropbox also utilized LinkedIn to spread news about new corporate executives, such as its recent announcement post about the appointment of Asha Thurthi as vice president of Dropbox Paper, the firm's collaborative document-editing service. More brands are also now using some of the newer LinkedIn features, such as the ability to tag people in photos, post video in private messages, and easier use of PowerPoint and PDF files on the platform.

#5 — Siemens

LinkedIn profile: Siemens 2,997,732 followers LinkedIn tagline: NA Siemens has used its LinkedIn profile to highlight live video broadcasting efforts such as a message detailing one it recently conducted at the 24th World Energy Congress, featuring the firm's CEO of Power Generation Karim Amin. Siemens Example

Siemens also recognizes relevant hashtag holidays to engage with its LinkedIn audiences of more than three million followers, such as a lighthearted recent image post celebrating Programmers Day with a visual look at the Python programming language. Helpful community engagement from those managing Siemens' LinkedIn presence serves to enforce the firms' dedication to making social messaging a two-way street, by answering customer questions in a timely manner. With a global presence, Siemens also takes advantage of LinkedIn's built-in translation features to publish messages in multiple languages when appropriate.

Building a Solid & Sustainable LinkedIn Strategy

It’s clear from the varied examples we’ve looked at here deftly implemented by SAP, Siemens, Pitney Bowes, Dropbox, and Xerox that there are many successful methods for building a solid and sustainable LinkedIn brand strategy. LinkedIn itself has had an ongoing effort to help brands with content creation on the platform, including it's helpful Getting Started with Content Creation on LinkedIn guide. It's also expanded its Campaign Manager features for brands, implemented new features for small-to-medium-size businesses, launched greater audience insight initiatives, and published a checklist for B2B technology marketers. With enough time, staff, and dedication most brands can build their own successful ongoing LinkedIn strategy, while others may find it more efficient and practical to partner with a professional marketing agency highly skilled in LinkedIn-specific efforts. TopRank Marketing recently had the honor of being named by Forrester as the only B2B marketing agency offering influencer marketing as a top capability in its latest “B2B Marketing Agencies, North America, Q1 2019” report.” Finally, here are five recent articles we've written that relate specifically to either LinkedIn or to the process of creating engaging B2B content marketing:

* LinkedIn and SAP are TopRank Marketing clients.

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