The Digital Bit
Here are the top trends and digital communications resources to leverage for your next big campaign.
For this inaugural column, we focus on the top five LinkedIn corporate users as reported by Contently.
Hubspot, with 88K followers, is an inbound sales platform for businesses of all kinds, and they are hugely invested in LinkedIn. They post to LinkedIn multiple times a day with content from their blog or website, including insightful 'how to's', 'Top 10's' and 'Marketing Myths' and sometimes expanding up to "The Ultimate Playbook". Engagement averages around 50 likes for each post with several comments, but, most importantly, the content is often gated to catch leads.
Hubspot also leads a private group called 'Inbound Marketers' with 120K members, where they host questions from members and allow the community to discuss. They also send daily and weekly content to members, keeping fresh marketing ideas associated with that Hubspot brand.
Microsoft, with over 2MM followers, has demonstrated effective use of the LinkedIn 'Showcase Page', which is a sub-page for specific products and services from the brand. For example "MS Office" and "Skype for Business" have their own pages that post unique content and also have their own followers. This is a great way to improve SEO because you're generating more links and content across multiple pages and LinkedIn is providing the audience and distribution.
GE is a B2B creative powerhouse that uses LinkedIn (with 880K followers) to host a variety of their awe-inspiring ideas like robotics, holograms and space exploration. Is that a net profit? Not today, but GE understands the value of your everyday ideas and perception online, and that "trickles" into the higher-level B2B deals.
GE also hosts all of their sponsored content across publications like Medium, and its own platform 'GE Reports'.
TEKSYSTEMS, with over 97K followers, it is a staffing company competing with the likes of Egon Zehnder. They post to their page several times a week and have a dedicated team to respond to any questions and comments on the page. This encourages further engagement from others visiting the page.
Adobe, over 386K followers, is using the platform to position itself as a Cloud-based solution for creative, marketing and tech needs. Updates are posted three or four times a week, including embedded YouTube videos and posts to their blog. 