How do you innovate as a brand marketer on LinkedIn? Anything edgy going on? Most people don’t say “LinkedIn” and “edgy” in the same sentence, but there are brands that have been clever in their approach to the social network.
The 2015 Influencer Marketing Guide
We picked five examples of tactics that seem to spark engagement or position brands as worthy of follower attention.
These are brands, by the way, that you might not expect to have a huge presence on LinkedIn, but they’ve found creative ways to inform and entertain the most-professional of social networks.
Dial the Nostalgia Up a Notch
If you’ve been around a while, your company likely has some great moments in the past that your fans can rally around. If you’re Coca-Cola, you have about 129 years of great memories, so go big!
Coca-Cola is “on a mission to refresh the world, one story at a time.” You’ll find a lot of those stories featured on their LinkedIn company page. They’re publishing links to their original content then sending people to their corporate website to read it. And, while they cover company financial news, most of their content works hard to put out a happy-about-life vibe.
Recalling days gone by works well for Coke. For example, when Mad Men aired its final show, Coke made a cameo by way of its 1971 “Hilltop” commercial, featuring young people from around the world singing in perfect harmony. You’ve heard this ditty, trust me.
Riffing off that same great “Hilltop” ad, Warren Buffet brought out his ukulele to serenade Coke with their “I’d Like to Buy the World a Coke” song. It’s adorable. Warren sings well and he even sips a coke, finishing his video with the old-school jingle “It’s the real thing.” All of this marketing balances squarely on the shoulders of work done decades ago by previous marketing teams.
Clothing retailer Brooks Brothers offers another example of harkening back. Their LinkedIn page almost exclusively posts historical facts about the company.
Help Your Followers Succeed at Work and in Life
Dress for success. Be a better leader. Optimize your weekend with tips from Richard Branson. Men’s Wearhouse has recently offered content on all of these topics via its LinkedIn company page. By doing so, its branding itself as your clever, hip, helpful, style-conscious friend who makes sure you win at life.
Unlike Coke, MW doesn’t drive you to its website with original content. Instead, it curates content from around the web that reflects its brand values, then adds a little color of its own when posting. This lower-cost strategy allows MW to promote its thoughts on a variety of topics, including the intern’s struggle to dress appropriately, without employing a legion of writers and editors.
MW did have one piece of its own content posted recently, though. It was a video ad for their wedding suits. The video doesn’t take you to their website but it does make you want to cry. So, I call that a marketing win.
Pick Your Most Gossipy Stories to Share
TIME Magazine. Here’s a company with plenty of interesting content to publish. How do they approach LinkedIn? They pick their most catchy tales, focusing on everyman topics like personal health, celebrity gossip, commencement speeches, and dogs. Who doesn’t love dogs?
Luckily for TIME, LinkedIn users who click on their stories end up on a website filled with a nearly endless number of articles to read. Rabbit holes abound! They can encourage subscription to the magazine once they have their readers’ bought in and on their website.
***Read our tips for using data to improve you publishing habits on LinkedIn.***
Be More Fun, Sexy, and Cool Than Your Followers
Yakima Products, a small-scale sports rack manufacturer, treats its LinkedIn page a lot like a Facebook feed, with sexy #tbt pics of women in bikinis strapping kayaks to VW vans, and playful graphics and inspiring photos selected just to get a laugh or a response. Yakima also features #mondays posts and “ready for the weekend” content. They become their audience’s laid-back, outdoorsy, who-needs-a-desk-job-anyways friend who is always happy to hang out.
Yakima Products also does a great job of our next tip, having an opinion. Yakima wants people to protect the environment.
Have a Point of View
Secret Deodorant wants women to be 100% fearless in the workplace. Secret is fighting for a cause.
The deodorant brand offers content on their LinkedIn company page to help make fearlessness possible. They don’t promote their product. Topics covered include interviews with female entrepreneurs, suggestions for finding a mentor, and tricks for a good night’s sleep. Secret weaves their central theme through everything they publish.
Like Men’s Wearhouse, Secret doesn’t not create its own content. Instead, they work with high-class content partners, such as Oprah.com and RealSimple.com. So, you may not end up on Secret’s website, but you might see one of their ads on Oprah.com or Real Simple.
What’s Your LinkedIn Tip for All of Us?
Have you seen any other great tactics on LinkedIn? Do you have one you’d love to do with just a little more budget? Tells us your dreams and favorite LinkedIn marketing tactics with a Tweet including #smblog.