Looking internally: LinkedIn strategy ideas for B2C brands
- Dave Endsor
- Aug 6
- 4 min read
Updated: Aug 14
Can B2C brands make the most out of LinkedIn?
Let's take that up a notch... should they?
In short, yes!
But let's dig into it...
If your customers don't use LinkedIn to engage with you, then it's critical to shift your thinking on what you should and are able to talk about on the channel.
What's going in the business? What events are happening internally or externally? What can you show to demonstrate a great culture? Are there many milestones on the horizon? What about your team? Can you tell their stories?
All this and more is great LinkedIn content.
Content that should also form the basis for content pillars that are unique to LinkedIn.
Critically it's content that puts an emphasis on people and that's often what's most successful.
Time to explore this in reality.
A B2C case study: Blue Light Card
When I led the social team at Blue Light Card this was our approach.
Our LinkedIn content was guided by four main content pillars:
Demonstrating culture, employability and why, over time, it became a certified Great Place To Work®.
Showcasing the great work of our commercial team to bring in big, new discounts for members.
Demonstrating our member engagement activity and CSR initiatives.
Highlighting major recruitment drives and key, senior appointments.
You can see these pillars, with idea prompts below them, in action here:
It was very easy to share content around the culture as a lot of it was team-driven, as organised by the internal Culture Club. This meant we were able to showcase what life was like at BLC, through internal events, training and progressive opportunities on offer within the business.
I received tonnes of feedback from new starters that this content was a big reason why they decided to apply for the role they ended up successfully securing.
Diving into the commercial pillar, we also used the channel as a place to talk about the business of the business – discounts – such as the new, major brands who joined the scheme to offer savings to members, and the successes we could demonstrate through key operating periods such as Black Friday. The main audience of Blue Light Card isn't those businesses looking to offer members discounts, but they are still critical – after all, without great discounts how can you attract more members?
Additionally, we used to share the member engagement events we attended (with NHS Trusts, police forces etc.), as these attracted the attention of the senior individuals who organised these types of events at other organisations. They are people who were more likely to use LinkedIn than the majority of members (nurses, firefighters, police officers, etc.), so it made sense to shout about these events, with the aim of being invited to more of them.
It was also important for a purpose-led organisation like BLC that we talked about our CSR goals too. This showed our commitment to its purpose extended beyond the core audience.
All of this worked too. On average over the three years I was at the helm of BLC social, LinkedIn impressions increased by an average of 40%.
Other examples of LinkedIn strategy success for B2C businesses
However, it isn't just Blue Light Card where I've developed unique LinkedIn strategies for B2C businesses.
I followed similar processes for other organisations where the main target audience wasn't really on LinkedIn.
(At least, they weren't on LinkedIn to be a buyer of that service, even if their personal profile matched the target demographic).
This included an internationally-renowned group of schools, Loughborough Schools Foundation (LSF), and a national UK housebuilder, Miller Homes.
In both instances, LinkedIn was underused – in fact, for LSF it wasn't used at all.
I devised strategies for both where the LinkedIn activity could complement the wider marketing goals, while also working hard to elevate both businesses as great places to work. I encouraged the sharing of content that went beyond the day-to-day (i.e. selling new homes or attracting new pupils) – but still reinforced the necessary business messages.
It works for B2B brands too
Now all of the thinking outlined above can also apply to B2B companies, but their challenge is a little trickier as they have customers and potential customers following them directly on LinkedIn. This makes their content plan much more of a balancing act as they look to communicate various messages to multiple audiences – whether they're sharing case studies, NPD announcements, commercial news or culture and team content.
All while trying to make sales, but not switch anyone off – consciously or algorithmically.
Plus, they have the extra burden of a social media channel that's very visible to senior members of the business who think it needs to be posting more sales content. In many cases, the only channel that SLT or directors will look at.
All of it is relevant in the right proportion, but ensuring you don't ignore 'softer' content in a B2B environment is critical to developing an engaged and well-liked LinkedIn channel. Particularly, if you want to highlight what it's like to work in the business.
When you remember professionals can be customers too
A more recent approach to LinkedIn has been to embrace the fact that B2C customers are on the channel, even if it's not in a traditional customer capacity.
They're using LinkedIn for work which more than likely has nothing to do with what a B2C brand offers.
LinkedIn people are human too you know!
(Even if some don't often act like it...)
Here's a taste of Surreal's content (pun intended):
It might not work for everyone but as you can see from the follower count and engagement, it's working.
You don't have to follow this approach if it's not strategically appropriate, but it's good to know these examples exist if you're seeking that kind of inspiration for your business.
Remember, LinkedIn isn't just a channel for B2B brands, job-seekers or AI-inspired 'thought leadership'.
By leaning into culture, people, CSR activity and more, all businesses can benefit and achieve sustained engagement and increased credibility.
You never know who's paying attention.
