How to use LinkedIn for B2B Marketing

B2B Marketing has evolved significantly in the last decade. Gone are the days of restricting oneself to referrals, or cold emails/calls. Companies now have different ways to first gain the attention of the users, solidify their position as market leaders , explain the solution they offer, and finally close the deal in a very organic and systematic manner.

This is called a Marketing funnel.

Although there are different types of marketing funnel, in this article we will understand LinkedIn B2B marketing funnel.

In today's digital age, LinkedIn has emerged as one of the most effective platforms for B2B marketing for businesses that want to attract, engage, and convert prospects into customers. With over 700 million users, including executives and decision-makers, LinkedIn provides businesses with a unique opportunity to reach and connect with their target audience.

Here's a breakdown of how one can create its own B2B Marketing funnel on LinkedIn.

1.     Awareness: At the top of the funnel, the goal is to increase brand awareness and attract potential customers. This is where businesses create and share content that educates and informs their target audience. LinkedIn offers various content formats, including articles, videos, infographics, and more, that businesses can leverage to engage their audience.

The sole aim of the content should be to establish the brand as an expert/market-leader in the space. The tone, color and provided information must resonate with the brand identity. Remember to create a content which either solves the problem of readers, or is just fun to consume.

2.     Interest: Once a prospect becomes aware of your brand, the goal is to pique their interest and encourage them to engage with your content. This can be done by creating content that highlight your unique value proposition. For example - businesses can share case studies, whitepapers, and webinars that showcase their expertise and thought leadership.

LinkedIn events can also be leveraged where the company SME’s can help attendees navigate through the problem and the proposed solution. This act as a two-way communication medium where users are more compelled to engage directly with the company. It also establishes the credibility of the company as a thought-leader in the space.

3.     Consideration: At this stage, prospects are considering whether or not to do business with you. The goal is to build trust and credibility. LinkedIn offers several features to achieve this such as recommendations, endorsements, and social proof through connections and engagement. This is used as a validation to make users comfortable about the credibility of the product

4.     Intent: Once a prospect has expressed interest in your business, the goal is to convert them into a lead by a specific action, such as filling a form or scheduling a call. This can be achieved through targeted ads, personalized messaging, and offers that incentivize prospects to take action.

 You can use LinkedIn automation tools such as BizWik to do the same effectively.

5.     Evaluation: At this stage, the prospect is evaluating whether or not to become a customer. The goal is to provide them with the information and resources they need to make an informed decision. This can be done by providing testimonials, casestudies, tutorials and product demos that showcase your impact and capabilities.

6.     Purchase: The final stage of the funnel is when the prospect becomes a customer. The goal is to provide them with a seamless experience that reinforces their decision to do business with you. This can be achieved by providing exceptional customer service and useful newsletters on a frequent basis to help them navigate through the problem successfully.

By following this framework, businesses can effectively leverage the B2B marketing funnel on LinkedIn to attract, engage, and convert their target audience into loyal customers.