9 LinkedIn Ad Case Studies That Marketers Can Learn From

When you think about social media marketing, what’s the first platform that comes to mind? For many marketers, it’s probably Facebook or Instagram. But if I were to pick one, I’d go with LinkedIn.

Why? Well, first, LinkedIn is an amazing platform to use for brand awareness. Their Business Solutions offer a variety of ad types, like photo or video. Ads are visible to the platform’s 630 million users, and the unique optimization tools, like audience targeting, ensure Ads reach qualified leads.

Second, LinkedIn’s Business Solutions are expansive. There’s a lot of opportunity for ad customization and budgeting — which is helpful if you’re not quite sure which ad is right for your strategy.

Get the essential guide to using LinkedIn for marketing and professional networking.

That’s where my third reason for loving LinkedIn comes in: case studies.

Case studies often explain the thinking, process, and analysis behind how a team or business uses a product or solution. Marketing case studies usually focus on specific verticals, industries, or solutions.

Want to learn more about LinkedIn Ads? Their case studies are a good place to start. Let’s walk through a few.

LinkedIn Ads Case Studies

These case studies will dive into every ad type LinkedIn has to offer and what those corresponding campaigns look like. LinkedIn offers four ad types: Dynamic, Sponsored, Text, and Message.

Dynamic Ads change based on the interests of LinkedIn members. They come in four formats and offer the most opportunity for personalization. Use this ad type, if you want to create highly stylized Ads for your campaign.

While Dynamic Ads can be shown in a variety of places on LinkedIn, Sponsored Ads are shown only in the main feed. They’re similar to other channels in which ads blend into a user’s main screen.

Text and Message Ads live on users’ main screens too — just in less obvious places. A Text Ad shows up in a member’s right column, where other promoted content lives, while Message Ads are sent directly to inboxes.

Let’s look at a few companies that are at all levels of LinkedIn advertising expertise as well as companies with a variety of budgets.

Are you ready to see them in action?

LinkedIn Dynamic Ads Case Studies

Dynamic Ads use data about LinkedIn member interests to show them personalized Ads. The content of the ad, like copy or photos, changes based on that data. LinkedIn members can configure what’s collected by LinkedIn to personalize the Dynamic Ad experience from the main feed.

LinkedIn’s Dynamic Ads come in four formats:

LinkedIn Dynamic Ads

It’s likely that you’ve come across one of these ads on LinkedIn before. With so many versions, it’s almost impossible not to see a job ad to your right, or a spotlight ad in the middle of the homepage.

If you’ve always wondered if those ads were successful, here are a few examples.

1. NerdWallet’s Follower Ads

Finding top technology talent isn’t an easy task — with so many qualified applicants, and even more competition, Companies like NerdWallet, which gives customers personalized financial advice, need help finding prospects.

In 2019, NerdWallet used LinkedIn Pages as a recruiting tool. LinkedIn’s emphasis on professional content makes Pages the perfect place for them to promote its company culture.

Follower Ads about the company’s self-proclaimed “nerdy” company culture would bring interested LinkedIn members to their Careers Page, where jobs are posted.

Example of NerdWallet's LinkedIn Dynamic Ad

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“We’re building recognition of our company and talent brand among industry peers. Through LinkedIn, we’ve even been able to reach VP-level members. That’s not easy to do anywhere else,” says Vivian Chen of NerdWallet’s Brand Marketing team.

Results: NerdWallet’s most popular posts usually center around company culture. One of NerdWallet’s communication managers notes that employee-centric posts provide a genuine depiction of working there. Visible representatives can recruit those who can see themselves joining a team like NerdWallet’s.

Takeaways: LinkedIn allows marketers to use the platform differently from other social media channels. If none of your other social pages allow for work-related content. Consider using Company Pages to spotlight company culture, and Promote them using Follower Ads just like NerdWallet did. These Dynamic Ads will change based on audience interest, so your transparent, company-related content will reach potential talent and followers.

2. ESCP Europe’s Spotlight Ads

The World’s First Business School, ESCP Europe, wanted to generate applicants for their Masters Degree in European Business in addition to building a global leads pipeline. They used Spotlight Ads, like the one below, to engage prospective students:

ESCP's LinkedIn Spotlight Ad

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Spotlight Ads offer valuable content with which to target audiences. This ad, giving scholarship information, is perfect for gaining leads from a landing page. ESCP used LinkedIn Spotlight Ads because they’re a great platform for reaching higher education students.

“Precise profile targeting has led to quality results, which have converted in record time,” says Rachel Maguer, the Director of Marketing and business Development at ESCP Europe. The company wanted to see a conversation rate of one completed application per 100 leads, in addition to generating at least 250 high-quality leads for their degree program.

Results: So, did ESCP make the grade? As a result of this campaign, ESCP Europe saw over two million impressions from potential students. Additionally, the ads led to a conversion rate of almost 14% — almost twice as much as the intended goal.

In total, ESCP generated 40 more leads over goal and found three countries that topped their qualified leads, solidifying the plan for a global lead pipeline.

Takeaways: Staying customer-focused with ads helped ESCP Europe secure almost 300 applicants. Ads showed images of current students enjoying the beautiful campus. Spotlight Ads accrued the leads, and ESCP Europe nurtured them through to conversion with follow-up calls and interview next steps.

Use Spotlight Ads to identify quality leads in global markets, and nurture them by providing valuable content to audiences in a Dynamic Ad format.

3. Snagajob’s Job Ads

Snagajob, formerly known as Snag, is a source for finding hourly work. Because the platform is for job discovery, it’s not hard to guess that when opportunities open, Snagajob’s team wants people to know. To help, the company turned to LinkedIn for lead generation and ads to capture the attention of their target audience.

The company’s ideal customers — business owners and managers — are on LinkedIn. The Job and Video Ads showcased Snagajob’s deep understanding of customer behavior: that decision makers often don’t have enough time. As a result, ads are short, explain the service’s value, and are visually stunning:

Results: Snagajob’s marketers had a hunch that Job and Video Ads would be successful for compelling busy professionals, and they were correct. Their campaign saw an 84% rise in converted leads. They earned more applicants and gained quality leads, all while lowering their cost of ad spend.

Takeaways: When targeted Ads are used in a calculated way, like Snagajob’s, they’re not a waste in ad spend. Additionally, Job Ads let people outside of a member’s network know that companies in their industry are hiring.

4. Noodle’s Content Ads

Noodle.ai provides artificial intelligence services to businesses, helping them become more efficient. To build brand awareness, Noodle.ai’s marketers decided to use Content Ads to connect with their target audience of C-level executives.

In 2018, Noodle used LinkedIn’s ad tools to solidify a lead pipeline. Content Ads, which promote downloadable content that automatically generate leads, were an excellent method to reach supply chain executives.

Noodle.ai's LinkedIn Content Ad

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The Content Ad above promotes an ebook about supply chain management. Noodle.ai’s team found that their target audience responds to content that helps executives understand their expertise.

Results: Noodle.ai saw three times better ROI than other marketing methods. In addition, CTR soared to up to three times higher on Noodle.ai’s paid content and obtained 40% of qualified leads from the channel overall.

Takeaways: LinkedIn has now become a prime tool for identifying Noodle.ai’s leads. By using Content Ads, Noodle.ai’s marketing strategy is now a refined, reliable process for team cohesion.

Use Content Ads as a scalable marketing choice — as Noodle.ai grows, their marketing efforts with LinkedIn can grow as well. Remember, Content Ads are only available by contacting a LinkedIn representative.

LinkedIn Sponsored Ads Case Studies

Sponsored Ads appear in the news feed of LinkedIn members. They blend into feeds, but are notated by a supporting headline. Sponsored content includes single image ads, video ads, and carousel ads. Let’s look at examples of each.

5. Kate Spade New York’s Single Image Ads

Before 2019, designer brand Kate Spade New York (KSNY) never had ad campaigns on LinkedIn.

It wasn’t until the company’s team identified customers for their smartwatch on the platform that LinkedIn was considered for advertising. Krista Neuhas, senior director of global digital marketing for KSNY, says, “It’s important to us that the message we are sharing with consumers fits on the platform we are using.”

Initially, the goal of the campaign was to drive traffic. The team decided to run a single image ad that featured actress Busy Philipps wearing the watch. The supporting copy tells the busy working woman that the new watch does everything they need:

KSNY LinkedIn Ad

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The single image ad was used to spread brand awareness and showcase the new launch. It was part of a strategy that aimed to reach the right type of professional with the right messaging, and a simple image did the trick. Let’s see how the ad campaign went for KSNY.

Results: The Busy Philipps ad made impressions with 143,000 audience members. It also earned a 2.44% engagement rate and 1.78% CTR. Total engagement numbers reached 5,000. Kate Spade New York hit a home run with their smartwatch ad — In fact, out of four platforms used for the campaign, LinkedIn members produced the highest CTR.

Takeaways: B2C content has a place on LinkedIn. Most audiences are part of the professional landscape in some way, so engaging them on LinkedIn can be useful. Start with a single brand awareness ad, like KSNY, to gauge engagement.

Ultimately though, remember that if framing marketing in the right context, like the smartwatch and its copy, the right customers can be reached.

6. Corporate Visions’ Carousel Ads

If you’ve seen Carousel Ads on other platforms, they’re similar on LinkedIn. These Ads allow for multiple images to appear in the same post. Carousel Ads are great for lead generation because target customers see multiple iterations of offerings which helps to pique their interest.

B2B training company Corporate Visions had a large audience on LinkedIn. Their ideal customer is a decision-maker in customer service, sales, or marketing. Even so, the leads they were earning weren’t qualified, and they quickly identified they had a content problem.

To make content their audience would enjoy, Corporate Visions’ marketing team used LinkedIn’s targeting tools to research their target market’s demographics. They identified previous ads that performed well and produced the most high-quality leads: carousels.

With this information, the team moved forward with a carousel campaign. Carousel Ads from Corporate Visions give quick, actionable tips to their audience about the B2B industry, like this one below.

Corporate Visions' Carousel Ad

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This campaign was optimized with LinkedIn’s Conversion Tracker. This function tracks audience behavior and allows small changes to be made. Advertisers on LinkedIn can target members based on job title, seniority, and company size, so Corporate Visions was able to get very specific with who was seeing their ad.

Results: Corporate Visions saw a doubled increase in ROI after optimizing their Ads and reaching the right customers. The company has also seen a 116% increase in qualified leads year-over-year, making the new carousel strategy a success.

Takeaways: Companies could be leveraging LinkedIn Ads but not optimizing them or tracking conversions. When Corporate Visions learned about customer behavior on LinkedIn, they were able to identify how to earn the most leads with the platform. Look at campaign performance and study the reactions of your audience — is there a way to better reach them?

7. Automation Anywhere’s Video Ads

Automation Anywhere builds software bots that do repetitive tasks so humans can spend time in other places. When the time came to advertise the biggest launch in the history of their company, Automation Anywhere sought to use LinkedIn’s live broadcasting feature to announce their product.

The goal for the campaign was to build the most awareness possible. Automation Anywhere’s Company Page had over 100,000 followers and an active community, so they posted a teaser to test video ROI. Two minutes later, the video had over 300 comments. Their marketers knew they’d made a great choice.

Automation's Anywhere's LinkedIn Live Ad

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Automation Anywhere’s official LinkedIn Live broadcast included repurposed content, drawing clips from previous videos to attract leads. But how did the broadcast perform?

Results: When the broadcast went live, the response was almost immediate. Within a few minutes, they had 400 comments from interested viewers. At the end of the broadcast, there were one thousand.

Though the product launch announcement ran across multiple platforms, 78% of viewers came from LinkedIn Live.

The team at Automation Anywhere engaged with their community and had meaningful conversations about the product. Having a team of product marketers talk to followers was big for building customer relationships and providing valuable messaging.

Takeaways: Consider hosting a broadcast similar to Automation Anywhere’s. Maybe there’s no launch coming up, but consider producing a live Q&A or webinar. Automation Anywhere’s team was blown away by the response from their community with a video; Maybe yours will be just as active.

LinkedIn Text and Message Ads

LinkedIn Text Ads show up in the right module of the main feed and give members a bolded CTA as a headline and a supporting sentence. They’re easy to create, pick a target audience, and track leads.

Message Ads are a bit different — they’re sent to a LinkedIn member’s inbox. This gives advertisers the ability to communicate directly with leads, without a character limit. There are also tools to beef up a message’s impact, like adding a form into the message.

Instead of a busy email inbox, LinkedIn Messages are less cluttered, leaving messages more room to be seen. And with the Conversion Tracker, keep track of who’s engaging with and converting from your Ads.

8. Design Pickle’s Text Ads

Let’s see how graphic design company, Design Pickle, earned over $1 million in revenue with Text Ads. The company is a subscription service, but instead of food or makeup, customers are set up with professional graphic designers.

As part of a small business that aimed to increase plan subscriptions, Design Pickle’s marketers had to keep their strategy cost-effective. The team decided to use Message Ads to retarget website visitors.

Example of LinkedIn Text Ads

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LinkedIn’s tools identified a target audience closely matching the company’s persona, so the marketers were able to personalize ads for a specific, ideal market.

The emphasis on targeting proved to be effective. Message Ads addressed company stakeholders making buying decisions. Copy like, “Save $37,000 On Design” is eye-catching and grabs a user’s attention.

So, did the low-key ads bring high-yield results for Design Pickle?

Results: This campaign led to 463 new signups, 64 of them for premium subscription plans, leading to an estimated $1.8 million in revenue. As for cost effectiveness, LinkedIn provided the lowest average cost per signup by 19% when looking at the campaign across platforms.

Takeaways: Sometimes, it doesn’t take a big, flashy ad to make an impact. Design Pickle is a graphic design company and earned over a million dollars with two-sentence ads. When audience targeting and retargeting happens on LinkedIn, companies can reach a large audience and re-engage leads.

9. VistaVu Solutions’ Message Ads

VistaVu Solutions is a B2B company that was struggling with brand awareness. We’ve seen how LinkedIn’s unique audience targeting tools impacts visibility for companies, so let’s see if that rings true for this company.

In addition to boosting brand awareness, VistaVu’s marketers aimed to generate leads and increase brand credibility with compelling Ads. VistaVu’s team chose LinkedIn because their niche audience — oilfield industry leaders — was active on the platform.

To make their brand stand out from the competition, VistaVu’s marketing managers decided to use Message Ads to amplify their unique company and its value. To make sure the team was targeting the right audience within the oilfield industry, LinkedIn’s tools filtered audiences to make that happen.

The message itself was an ebook offer, and included a CTA with a download link. Because there’s no character limit, the body text was able to properly introduce the company, its area of expertise, and the ebook.

Example of a LinkedIn Message Ad

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Results: As a result of the messages campaign, VistaVu earned a 23.8% conversion rate, and cut ad spend by 75%. Using LinkedIn as opposed to other platforms earned the company five times more generated leads and led to twice as many conversions.

Takeaways: LinkedIn as an advertising platform doesn’t limit efforts to just main feeds. Building brand awareness by using Message Ads allows for ample text to introduce a company to prospects.

Case studies can be extremely helpful for a real-life example of strategies you’ve never tried. You can visualize how a campaign looks and the tools to help you get there.

Be sure to pick a case study that’s recent and comes with both qualitative and quantitative data. When it comes to ads, numbers and percentages are important, but so are strategy details. Recent studies will give you the most accurate numbers and processes for advertising.

If I want a relevant case study about social media, I start with the website itself. Every social media platform I’ve used has a section for case studies. For those that don’t, I look at other articles, like this one about Facebook case studies.

Now that you know how to pick out a case study, and what a LinkedIn Ad strategy can look like, maybe for your next LinkedIn campaign, you can conduct your own case study. Try it, and see what you learn.

How to Use LinkedIn for Business and Marketing

Originally published Jun 29, 2020 4:00:00 AM, updated June 29 2020


LinkedIn Marketing

Can B2C Marketing Succeed on LinkedIn?

Almost every morning, I log onto LinkedIn. I like to stay updated about the changes in the marketing industry and congratulate my peers on their recent accomplishments. And, of course, I love looking at the new and exciting marketing campaigns brands roll out.

Traditionally, LinkedIn is a place for B2B marketing. The unique user base of professionals and students makes the social networking service a hub for business and networking. Plus, four out of five LinkedIn users hold decision-making positions within their company.

Naturally, a professional audience is going to be a great fit for B2B marketing.

Recently, however, LinkedIn has become the home of B2C marketing as well.

Get the essential guide to using LinkedIn for marketing and professional networking.

So now, every morning I log into LinkedIn, I’m greeted with a mix of company types advertising their brands and offers. Let’s talk about how — and why — B2C marketing can fit into LinkedIn, and other reasons why the channel is usually known as a place for B2B marketing.

For instance, I spend a lot of time in marketing groups on LinkedIn and tend to engage with content that relates to marketing topics. Earlier, I came across an ad for a video marketing business:

LinkedIn’s native and video ads, like the one above, allow advertisers to reach a large target audience by putting it on the news feed of their preferred target segment.

An ad like this is something I’d expect to see based on my LinkedIn behavior. Because I actively engage with content and video marketing posts in my feed, I was shown an ad that targeted those interests and my behavior on the platform. Using LinkedIn for B2B marketing is a popular choice because of the platform’s unique reach.

“LinkedIn’s Sponsored Content helps surface relevant content for quality prospects in our B2B market, effectively merging our inbound strategy with cost-effective lead generation,” says Kipp Bodnar, HubSpot’s Chief Marketing Officer.

Marketers for B2Bs can reach their goals with a tailored content strategy using LinkedIn’s offerings — like a sponsored main feed post. At every stage of the sales lifecycle, LinkedIn offers a way to nurture professional leads.

Can B2C Marketers Engage LinkedIn Audiences?

LinkedIn is a great platform for B2B marketing, but it’s increasingly popular for B2C marketers as well. For instance, the unique audience can be leveraged for stylized campaigns that work for the professional when they’re not working.

To illustrate, it’s likely that professionals have purchasing power within their homes. If your primary audience is children, a secondary audience, like their parents, can be reached on LinkedIn.

Additionally, promoted and sponsored content on LinkedIn is less easy to identify on main feeds. The posts are notated, but blend into news feeds so they’re not distracting. Plus, an imbalance of B2C material on the website suggests the opportunity for it to make an impact on users.

Generally, there is an audience for nearly every industry on LinkedIn. Not only are customers just customers — they’re also professionals. There’s a good chance a segment of that audience can be found and brought to the next stage of their journey.

1. Relate to the interests of your audience outside of work.

The content on LinkedIn is commonly centered around a professional environment. B2Cs can either highlight that atmosphere or use the lack of non-professional content to their advantage when thinking of a marketing strategy.

If you frame marketing messages outside of the traditional “work” landscape of LinkedIn, your content will stick out because it’s different. Your content could be that brain break your audience needs when they need a break from the day and browse social media.

Let’s look at entertainment company HBO. The corresponding LinkedIn account has posts that have little to do with going to work, but instead, supports their brand. For instance, for Mental Health Awareness month, the company posted a supercut of shows and movies that have characters living with mental illness:

HBO repurposes content they already have to create marketing messages that relate to the interests of their professional audiences. But they do this by catering to other interests, such as causes that are important to the brand and its users. They post trailers and release schedules, so segmented customers can keep up to date.

You don’t have to strictly adhere to the business atmosphere on LinkedIn — play around with different sources for content. You can make a huge impression on the channel, just by using what makes your brand special.

2. Drive engagement with content that fosters brand awareness.

What makes your brand stick out from competitors? Whatever it is, use that to your advantage on LinkedIn.

Many B2C company profiles on LinkedIn use the page to highlight business wins and people news. This lets customers see who is behind the companies they are thinking about supporting and clues them in to what’s important to that business.

Lululemon is an athleisure company with a LinkedIn page dedicated to championing team members. The content is work-related but gives a branded touch. Take this video, which illustrates life at the company from employees around the world:

This is a route to take, if you don’t want to stray too far away from the professional emphasis on LinkedIn, but want to etch out a company culture-based approach. Congratulating employees on a webinar they were featured on or announcing a business standpoint on topical issues sheds light on what’s important to your brand.

These types of posts can live anywhere on your LinkedIn profile , and let customers know more about your business beyond just the product. It’s a great mid-cycle tactic to retarget leads.

3. Use LinkedIn Audience Network to identify potential reach.

LinkedIn’s Audience Network is part of the Marketing Solutions tool set. Here, you can identify potential reach and who from your ideal audience is using LinkedIn. To use Audience Network, all you need is a sponsored campaign.

When you open Audience Network, you’re able to choose different categories of potential audiences, like “Arts and Entertainment” and “Education” to include or exclude from your campaign. You might notice that some categories, like “Family and Parenting,” are great for B2C markets.

Audience Network also gives you campaign performance details. There, you’ll find how well your campaign is performing among audiences. You’ll see metrics such as impressions, clicks, and views, in addition to conversion rates.

If you’re not ready to start a LinkedIn campaign, or want more data about who in your industry is using LinkedIn, check out these resources:

4. Budget yourself for success.

If you’re using LinkedIn’s ads, have your budget identified. Ultimately, the amount you spend is up to you, but keep in mind that you’ll be participating in a cost-per-click, auctioning system.

You and advertisers with similar audiences will bid on an advertising slot to be shown. Choose between the bid types that will bring you the results you need. For example, if you want to increase brand awareness, the maximum pay-per-1,000-impressions (CPM) type is most likely going to be your winner.

In addition to bids, advertisers can set a daily and total budget. Total budgets are the absolute maximum you’re willing to spend, while daily budgets have a little more flexibility. They allow for the campaign to be running until you stop them.

LinkedIn ads can range from $2-$15, depending on your ad, bid, and campaign settings. Some ad and bid types are more cost-effective than others, so explore all of your options.

Set aside enough to run a full campaign. For instance, how much are you going to spend in a day as opposed to a month? Let’s say you’re using CPM ads and paying $5 for every 1,000 impressions a post gets for 30 days. Would you have the estimated $6,000 in ad spend for 30,000 impressions?

If you don’t necessarily have the budget to advertise using LinkedIn, don’t get discouraged. There are still plenty of other ways to get your messages seen by the right people, like making main post feeds really pop — we’ll cover that next.

5. Use main feed posts to market on a budget.

Use main feed posts to your advantage. This is an especially great move if your company has a Page and growing network on the channel.

If your company is followed by several thought leaders, what you post on your page shows up on their main feeds. If they interact with the post, like sharing or leaving a comment, that interaction will be shown to their network. If that thought leader is in your industry, your post will be exposed to a large ideal audience.

Video, photos showing company culture, and offers are great for LinkedIn marketing. An ebook offer, for example, provides something valuable and interesting for target customers.

This digital marketing thought leader used a main feed poll to grow his network and engage followers:

Engaging followers on LinkedIn with main feed posts.Image Source

A poll like this is just one way you can use feeds to grow an audience that will engage with your content. If you post about their interests, like social media for marketers, you’re likely to boost engagement.

Main feed posts can be treated as a basic social media post — part of a larger goal. Perhaps that goal is to expand your company’s reach or convert more leads. Build your content strategy around that goal and you’ll be off to a great start.

6. Save money by having a company page.

If you have a business profile for any social media channel, like Facebook for Business or Twitter Business, Company Pages on LinkedIn are similar. They’re a space for businesses to have their own profile with personalization offerings for branding and networking.

For instance, if you’re in the healthcare industry, you can use your Company Page to grow a community of patients and other professionals. You can interact with the members you follow, post to engage your network, and use the CTA link for your website.

You’ll have customizable options for growing a network and audience. Additionally, you’ll be able to engage with employees and share posts that are directly related to your company.

Some unique features of having a Company Page include the option to update the community with news, an improvement in search engine discovery, and, if you choose, a Career Page to post new jobs and opportunities.

Career Pages are a separate entity just for recruiting and company branding, but they can be linked to your Company Page. Additionally, you can add a tab that showcases company culture and configure it to introduce what it’s like to work at your company:

An example of company culture on LinkedIn.

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LinkedIn users looking at Company Pages can get a feel for what a company is about, offerings, and available opportunities. Check out this ultimate guide to get started making your own.

In the meantime, let’s look at how some B2C brands are using their LinkedIn accounts for marketing.

1. Madewell

New York-based retailer Madewell’s LinkedIn is all about branding and culture. The account focuses on what makes up the Madewell brand and the culture of their community.

For instance, in support of Mental Health Awareness month, Madwell’s account has a post about how employees at the company take charge of their mental health, and it encourages followers to invest in what makes them happy:

When I came across this post, I saw that Madewell supports mental health as a company. Other causes I saw from photos and captions told me how Madewell takes steps to reduce their ecological footprint.

By looking at content that championed working moms and women-led local businesses, I got an idea of the company’s ideal audience. Women who see themselves in the culture Madewell has fostered with their LinkedIn account will be interested in what the brand has to offer.

Looking at the overview of Madewell’s LinkedIn presence, I was able to get a full view of how the channel is a perfect fit for brand awareness. As a professional, I felt connected interacting with content that was created to introduce me to the company’s atmosphere, like the “zen playlist.”

2. Spotify

Spotify has two Company Pages: One specifically for business, called Spotify Brands, and one for customers, which is the main Page. If you’re part of a larger B2C that also has a large business clientele, think of having a page just for B2B efforts.

Spotify does a great job of updating customers and introducing leads from an employee perspective. For instance, up until recently, the streaming service had a limit of 10,000 songs an account holder can “like”. When the limit was lifted, the company posted a blog written by a Spotify engineer that explained how it wasn’t an easy job:

This post informs their network about one of Spotify’s own explaining a company-wide decision. LinkedIn is where members learn about industry news, so picking it to promote the blog was a great choice. It connected professionalism and brand awareness with content.

For their B2C market, it’s important for Spotify to connect their network with company culture. They also host a series called “Quickfire Questions” where employees are followed around their respective offices answering questions about themselves.They also host “How It’s Made,” a series where engineers explain the inception of a product or feature, such as Spotify’s Mobile Web Player.

As a consumer, if I feel like I know how the products and services of a company are developed, and the people behind the business are relatable, I’ll feel a sense of community. I’ll regularly visit the website and page for updates.

3. Microsoft

Microsoft’s LinkedIn presence is built around how their products foster a community of collaboration and education. These themes tie together the bulk of Microsoft’s content on LinkedIn.

Let’s look at the above-the-fold video on their Company Page, as an example. The video highlights Microsoft employees based in France for Mother’s Day. It highlights and celebrates women working from home with their children, and sends a message that they’re a business that cares about their teams.

In a repost from Microsoft Education, the content introduced a Teams update centered around student and teacher success. An education and collaboration focus informs the community while tying it back into a scenario many are experiencing: The challenge of making a school atmosphere at home.

Microsoft’s ads share actionable offers, such as a series of free online classes, AI summits, webinars, and certifications. They inspire action in prospects as well as existing customers. Audiences who want to know how Microsoft’s products are valuable to them or explore extra educational opportunities are exposed to what the company can do to help.

4. FabFitFun

FabFitFun is a seasonal subscription box service that strives to empower customers to live happier and healthier lives through brand discovery. However, the corresponding LinkedIn page isn’t focused on the product as much as employee success and culture.

This company shows how leaning into the professional side of LinkedIn as a B2C is a possibility. FabFitFun’s posts consist largely of reposts of employees and organic content about staff accomplishments.

For example, one of their posts congratulates an employee on the design of the Summer 2020 box. The post talks about inspiration of the design and includes a photo.

Example of highlighting employees on LinkedIn. Image Source

The post gives a visual of the FabFitFun product and tells the story behind how designs are conceptualized. Another post shares an article where the company’s Head of Influencer Marketing was interviewed about reality television influencers. Another post promotes a piece written by the VP of Marketing about how Los Angeles Tech Companies support their local communities.

FabFitFun’s approach to using LinkedIn involves building a network and sharing company stories. Network building comes from reposting outside sources when employees are mentioned, and company stories are shown to characterize the brand.

If someone came across a post from FabFitFun, like one that shared an award for “Best Subscription Box of 2019 for Women,” they would know right off the bat that the company is regarded as one of the best by their audience. Though the company hasn’t recently posted any ads, they still use their main feed posts to introduce leads to the business.


Consumer goods brand, YETI, takes a completely engaging approach to their posts. From scrolling through their LinkedIn content, the theme of exploration comes to life with visually compelling multimedia.

Their current above-the-fold video announces a collection inspired and forged by minerals from the Earth and shows how YETI creates products and how their products work. Someone who wasn’t familiar with the brand could look at the 15-second clip and learn that they sell a line of outdoor lifestyle products, like tumblers.

Posts like these quickly catch the eye of consumers and inform them about the brand. The language implies that the product is inspired by how “Mother Nature works best,” and leans into the professional culture on LinkedIn.

YETI also posts offers, like a limited-time, free streaming service where you can watch 10-minute videos of scenic places, like Colorado, Big Island, and Oregon. It’s the perfect piece of content for someone scrolling through LinkedIn looking for a distraction during their workday. For YETI, it’s a smart way to drive traffic.

6. Warby Parker

The eyewear company Warby Parker posts LinkedIn content that mostly centers around brand discovery. For instance, the headline informs customers how much their products cost, and some page posts are dedicated to product announcement videos.

Aside from those features, the brand also has a 15-slide presentation about optometry. It includes information about the company, its values and products, and some information about how to work for Warby Parker as an optometrist.

A recruiting document like this also gives prospects a compact document they can look through to get a feel for Warby Parker. In three slides, someone can learn about the business’s history, values, and products.

The company also has its own hashtag, #teamwarby, used by employees and fans. Hashtags are a way to build community among social media pages and their followers and help pages get noticed by an audience.

For instance, if I were an optometrist following the #optometrist hashtag on LinkedIn, it’s likely I would come across a couple of posts from Warby Parker and learn what it means to be a part of #teamwarby. As a consumer, the photos and videos posted by Warby Parker highlight a company that prioritizes employees and customers.

7. Away

Away is a retailer selling luggage, backpacks, and other travel accessories. Their LinkedIn Company Page is a fabulous example of how to turn a stranger into a lead.

Having known nothing about the company, one click on the “About” section told me a lot: the business’s history, why it was founded, and their values. After reading that Away has been recognized by Forbes, Fast Company, TIME, and even LinkedIn, I noticed a cool shiny badge that reads, “Recognized On LinkedIn’s Top Startups,” which is hyperlinked to the official article.

Away doesn’t have any ads or videos on their Page, but they do have engaging content, from announcing collections and partnerships, (like one with tennis champion Serena Williams). As I continued to scroll, I saw beautiful, modern collections that follow unique themes.

For example, this small line of luggage was inspired by Pantone’s Color of the Year:

I don’t know much about choosing the right luggage, but I know quite a bit about color theory, so this post pulled me in almost instantly. Away’s content does a great job of connecting household names to their product so audiences can follow suit.

Take the partnership with Serena Williams, for example. Some might not know about Away, but their cover story features one of the highest scorers in women’s tennis, someone more people know.

Before my visit to Away’s page, I was a stranger to their brand, but after interacting with just a few elements of their Company Page, I was more comfortable with the idea of purchasing from the company. I learned how their company can fit into my lifestyle from their content.

8. Fenty

Fenty is a global fashion brand that leverages captivating multimedia to tell their story and depict the brand. For instance, the current above-the-fold video is an overview of The 6-20 Collection styles, with the caption sharing the inspiration behind the collection.

What is interesting about nearly every Fenty post is that they each include a hashtag or link. These elements inspire action. For instance, in the product rollout video, the caption ended with a link to the website. Another post had an exclusive offer for half-off and a link to the landing page.

I love the idea of adding a linkable word or phrase in every post, like the sale offer. Buyers ready to make a purchase don’t have to search to find the website, which means there’s less of a possibility they’ll lose interest during that journey.

I also get an immediate idea of who their target customer is. The content reflects young adults in the high-fashion space who enjoy clothing based on neutral colors. Multimedia depicts the talent of young creatives, whether it be in models, photographers, or videographers, and shows how their creations speak to customers.

Fenty uses unique branding techniques to style their content. Almost every image is watermarked across the center with the brand’s logo, and every video has an endless scroll of the logo running along the bottom of the screen. If you want inspiration on how to market your brand in innovative ways, Fenty’s LinkedIn goes against the norm and tries new strategies.

9. Netflix

Streaming service Netflix also has an interesting approach to LinkedIn marketing. Their company image on LinkedIn is “doing the best work of your life,” with content built around community engagement.

For example, one of their posts is a poll:

Netflix engaging their community on LinkedIn. Image Source

Followers of the Netflix Company Page recently voted on who they’d want on their interview panel and included characters from Netflix Originals. The company also asks their followers questions like “What corporate buzzword needs to be retired for-ev-er?” (That question has garnered over 2,000 responses).

Netflix’s LinkedIn presence has fun energy and encourages vibrant discussions. Hosting Q&A formats like polls and open-ended questions is a tactic that fosters a sense of belonging when visiting the page.

Additionally, Netflix keeps the LinkedIn community clued in about upcoming Netflix releases and partnerships (like their multi-year deal announcement with Nickelodeon). That way, current customers checking their feeds will be clued in about what’s going on and leads can find something related to their interests.

On LinkedIn, Netflix creates content that adheres to work-life balance. It sparks conversations about the workplace that might be brought up at a watercooler or virtual happy hour but also includes fun entertainment news about upcoming projects and events happening on the service.

At first glance, I was confused as to why B2C brands are popping up on LinkedIn. But when you think about it, professionals aren’t just professionals — they’re also parents, siblings, people with lives outside of work. Because of this, it’s totally possible to tap into those outside-of-work interests on a platform meant for sharing and connecting — focus on how and who when building those connections.

How to Use LinkedIn for Business and Marketing

Originally published Jun 23, 2020 4:00:00 AM, updated June 23 2020


LinkedIn Marketing

What is LinkedIn Live? [+How to Leverage It in Your Marketing Strategy]

Every week, I use LinkedIn to talk about current events and connect with other content creators.

And I’m not the only one. In fact, LinkedIn has had nearly 700 million active users in 2020 and has become one of the top social media platforms.

In the last year, companies have started to use the social network’s new live-streaming technology.

While Facebook and Instagram launched live streaming features in 2016, LinkedIn just recently decided to join the live streaming platforms.

In February 2019, LinkedIn Live was launched to individual users. This year, it was announced that LinkedIn Live would also become available to business pages.

With this announcement, LinkedIn decided “to bring you a tighter integration between LinkedIn Events and LinkedIn Live, by turning these two products into a new virtual events solution that enables you to stay connected to your communities and meet your customers wherever they are.”

Live streaming continues to gain popularity among audiences. In fact, in 2019, internet users watched 1.1 billion hours of live video.

Additionally, according to Go-Globe, by the end of 2020, live streaming is expected to account for 82% of all internet traffic.

Plus, LinkedIn Live streams have increased by 158% since February 2020.

Although LinkedIn Live isn’t available to all businesses right now, it might be time to start thinking about live streaming.

To get started with LinkedIn Live, you can complete an application online to become a Live broadcaster.

In this post, let’s review how you can leverage LinkedIn Live in your marketing strategy to attract new audiences.

Get the essential guide to using LinkedIn for marketing and professional networking.

1. Virtual Events

With the recent integration of LinkedIn Live and LinkedIn Events, the social media platform is a great place to host your virtual events.

LinkedIn virtual events allow you to meet your audience where they are and host your event in a trusted environment.

Additionally, hosting a virtual event on LinkedIn Live will help you attract the right professional audience.

You can share your events with your business page followers, plus you can send event invitations to your first-degree profile connections.

Instead of taking videos during your virtual conference and posting them on LinkedIn later, LinkedIn Live allows you to connect with your audience in real-time.

According to LinkedIn, LinkedIn Live is seeing 23 times more comments per host and six times more reactions per post than native video.

With LinkedIn Live, you can engage and connect with your followers in real-time during your virtual events.

2. Recruiting

LinkedIn is one of the main hubs for recruiters and job-seekers alike. In fact, recruiting is one of the top benefits of having a LinkedIn profile for individuals and brands.

With LinkedIn Live, you can support your recruiting efforts by showing off your workplace culture, introducing team members, and answering questions from your audience.

Additionally, you can host a live panel with employees on what it’s like to work for your company. Team members can discuss what their hiring journey looked like and give tips to people who want to work for your company one day.

You can also host a Q&A with different people on your team to highlight their specific roles. For example, you can have them introduce themselves and their role, and then take questions about their day-to-day tasks and duties.

If you want to use LinkedIn Live to support your recruiting efforts, think about other social media tactics you’ve implemented, and then strategize how those can convert into a live stream.

3. Thought Leadership

One of the central LinkedIn strategies for most companies is to use the social media platform to position yourself as an industry leader.

To do this with LinkedIn, you can discuss current events in your industry and boost your content creation strategy.

Using LinkedIn Live, you can host a panel for industry thought leaders, including those at your company, to talk about industry trends and issues.

Additionally, you can host a live stream dedicated to interviewing industry professionals and experts.

Amplifying thought leaders and participating in industry discussions is a great way to use LinkedIn Live to attract new audiences.

4. Showcase Expertise

Not to be redundant, but becoming an authority in your industry is an important part of your marketing strategy.

LinkedIn Live presents an excellent opportunity to showcase your expertise.

Using live streaming technology, you can share your tips and tricks with your audience. To do this, brainstorm how-to topics that your audience is interested in.

If you’re struggling to come up with ideas, consider repurposing old content like blog posts or YouTube videos.

Producing live streaming content will help you boost your content marketing strategy.

5. Announce a New Product or Partnership

As a professional social media platform, LinkedIn is a great place to announce a new product or partnership.

In fact, you might consider doing this on LinkedIn Live. You can bring on representatives from your company and partner company to discuss what the new partnership entails.

This is also a great opportunity to educate and interact with your audience.

By launching a product during a live stream, you can get immediate feedback from your audience, answer questions, and conduct a live demonstration.

The announcement of LinkedIn Live proves that live streaming will continue to be an important tactic in your marketing strategy. In fact, this feature shows that consumers are interested in interacting with brands in real-time.

If you’ve already used Facebook and Instagram Live, LinkedIn Live might be another platform to use and experiment with — especially if your audience is more likely to be on LinkedIn than other platforms.

To learn more about how real brands are using LinkedIn Live, check out this blog post on LinkedIn Live examples.

How to Use LinkedIn for Business and Marketing

Originally published Jun 15, 2020 5:00:00 AM, updated June 15 2020


LinkedIn Marketing