Fuji Electric launched its LinkedIn presence in 2021, using the platform’s global reach to effectively engage international markets for its Power Electronics, Semiconductor, Power Generation, and F&B Distribution businesses. They use an integrated organic and paid media strategy to drive significant business results.
Results
In one campaign, Fuji Electric sought to promote their vending machines to retailers globally, using a full-funnel, organic and paid media strategy on LinkedIn. Their lead generation campaign achieved:
1.4x
Lead Gen Form completion rate
1.2x
Engagement rate
1.3x
Clickthrough rate
Compared to LinkedIn platform average
“Industry tradeshows used to be our main marketing channel. While we used to get more leads from tradeshows, LinkedIn leads are of much higher quality. The accurate targeting capabilities ensure that we reach the right decision makers in the right companies. From the leads generated on LinkedIn, we have been able to secure business meetings with companies on our target list.”
Marika Hashiguchi
Product Promotion, Fuji Electric
Marika Hashiguchi
Product Promotion, Fuji Electric
How they did it
Top- and mid-funnel marketing: Organic
● Shared fun facts about the history of their vending machine business as top-funnel content to build brand awareness
● Pushed out product-focused content on how retail companies could use their vending machines to grow their business
Bottom-funnel marketing: Lead generation
● Targeting: After defining their target audience, they used LinkedIn’s Lookalike Audiences feature to expand their reach to more audiences with similar profiles
● Ad formats: Used several creatives in rotation, offering a whitepaper download via Lead Gen Forms to seamlessly capture lead information
● Retargeting: Invested in nurturing audiences who had previously interacted with their ads order to nudge them towards conversion
To learn Fuji Electric’s winning strategy, read the full story.
Fuji Electric is committed to thoroughly exercising synergies between its core power semiconductor and power electronics technologies. By combining high-quality equipment employing key devices with engineering services, optimal control technologies, and IoT technologies developed through frontline operations, the company makes contributions to the creation of a responsible and sustainable society in industrial and social infrastructure fields.
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Headquarters: Tokyo, Japan | No. of Employees: 10,000+ | Industry: Appliances, Electrical, and Electronics Manufacturing