5 B2C Companies Killing It with Content on LinkedIn

January 13, 2015

Back in September I wrote about the 5 Tech Companies Killing It with Content on LinkedIn, and exactly why they were killing it — by having phenomenal reach, frequency, and engagement. In other words, companies using LinkedIn to boost their content marketing efforts know how to use our tools to reach precisely the audiences they wish to target. They post frequently, utilizing other “socially” gifted employees within the organization to ramp up posting efforts. And they create content that engages their prospects, inspiring discussions and shares.

But it’s not just B2B companies that capitalize on LinkedIn’s content-sharing options. Just as I wrote in my Amazon best-selling book Welcome to the Funnel, the lines between what works for B2B and B2C are blurring. What works for one very often works for the other.

A full 77 percent of B2C companies now have a content marketing strategy, according to Content Marketing Institute’s B2C Content Marketing 2015: Benchmarks, Budgets, and Trends—North America report — and we can assume that a good portion of the remaining 23 percent are doing some sort of content marketing without a strategy. But where are they doing their content marketing? Well, on LinkedIn, for starters.

Back in July, LinkedIn interviewed over 600 members to better understand how consumer marketers can capitalize on our platform to better market to members. The takeaways are highlighted in my colleague Adrienne Weissman’s blog post from July, but here are a few refresher takeaways:

  • LinkedIn members are loyal brand advocates, willing to pay more for a brand they relate to: 86 percent said, “When I find a brand I like, I stick to it.”
  • According to comScore’s 2013 Buying Power Index, LinkedIn members have nearly 2x more buying power than Facebook.
  • Members are more than 2x more likely to trust information provided on LinkedIn than other social networks, which drives purchases.

Today, I thought I’d mention five of the B2C companies currently taking advantage of the brand marketing capabilities of our platforms and killing it on LinkedIn.

Five B2C Companies Killing It on LinkedIn

1. 20th Century Fox

20th Century Fox partnered up with LinkedIn for an innovative marketing campaign to promote Liam Neeson’s new movie Taken 3. A YouTube video recorded by Neeson uses his on-screen persona to launch a LinkedIn contest where the winner will receive a video of Neeson himself promoting his or her professional skills. Quite an endorsement!

Takeaways: Companies like 20th Century Fox are cranking the engagement and reach levers on LinkedIn with creative, time-sensitive campaigns that invite members to follow the page, download movie-themed animated GIFs, and take the “Taken Ultimate Quiz.” At the time I’m writing this post, the page already has over 31,000 followers.

2. Secret Deodorant

Secret Deodorant is capitalizing on a hot topic in the media right now: feminism. It’s top-of-page description gives an apt overview of the women-friendly message it aims to send with its marketing: “Secret Clinical Strength can help keep you 100% fearless at work. Check out the stories, videos and other content below for more ways to stay fearless.”

Takeaways: Rarely do Secret’s LinkedIn posts mention the dry and self-serving subject of deodorant or, worse, B.O. Instead, Secret is pulling the engagement lever by building a legion of loyal female customers with posts like the four above, which aim to inspire women with links to powerful female-friendly content around the web.

3. Target

Target uses their LinkedIn page to give insight into the human faces and policies behind their consumer culture. With updates like the one above, congratulating Target’s President of Community Relations on being named to Ebony’s 2014 “Power 100” list of influential and inspiring black Americans, Target is pulling the engagement lever by positioning itself as a company that cares about its employees and aims to hire progressive, powerful women and minorities.

Takeaways: With all the bad press surrounding some big stores these days, Target is smart to care about its HR reputation. People vote with their dollars.

4. Starbucks

Starbucks isn't just selling coffee on its company page; it’s building community, and with it, customer loyalty. Starbucks uses its LinkedIn presence to tease its altruistic efforts and to stay on point with seasonal promotions.

Takeaways: Starbucks is a beloved brand, and its share and view numbers are consistently high… but it doesn’t just rely on its reputation to ensure this; it has a firm grasp of the frequency lever and consistently posts thoughtful, interesting posts.

5. Amazon

Back in the days when it was all about books, would any of us have suspected that Amazon would become the retail powerhouse it is today? At this point, you can pretty much buy anything on Amazon — cheaper and faster than you might get by going to the store.

Takeways: With such versatility and reach, Amazon has to work to stay on top of promoting new offerings. It uses its LinkedIn company page to raise awareness of new promotions, services, and regional offerings like the one above.


6. Sony Music Entertainment

This is a special bonus example from an industry that I worked in for over a decade and the company where I got my first job out of college many years ago. We've all taken time out of work to watch a quick music video or listen to a new song. Sony Music has the social media advantage of offering a product everyone that nearly everyone is interested in and that’s easy to serve up in instant, bite-sized chunks.

Takeaways: Sony's LinkedIn company page teases album releases with snippets of songs and videos, and it also pulls the engagement lever by providing a place for fans to discuss their reactions to new music.

It’s not just the above six hand-picked B2C companies doing a great job promoting their brand on LinkedIn; seven out of ten consumer marketers are using our platform to promote their brands through content that pulls the reach, engagement, and frequency levers. With over 300 million members who are also consumers, it makes sense that B2C companies are using LinkedIn not just to recruit new talent, but to sell their brands and company cultures with great content.

How’s your company doing? Are you using LinkedIn to reach a bigger audience and give insight into the greatness of your organization and products? Download our Sophisticated Marketer’s Guide to LinkedIn to learn how to expand the reach of your content marketing strategy.

Sophisticated Guide

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