LinkedIn is a B2B marketing powerhouse, offering unparalleled opportunities for brands to connect with a professional and engaged audience. But to harness its full potential, marketers must think beyond sporadic campaigns and one-off ads and toward LinkedIn full-funnel marketing strategy.
This strategy addresses every stage of the buyer’s journey: awareness, engagement, and conversion. Here are three tips from our health tech and life sciences marketing agency to help you leverage LinkedIn Ads to speak effectively to each phase.
1. Awareness – crafting the first impression with video ads
The top of the funnel is all about awareness. At this stage, your potential customers are just beginning to recognize a need or a problem that they have. The goal here is to grab their attention and make a strong first impression. Video ads on LinkedIn are an excellent tool for this purpose. They are visually engaging and can convey complex ideas succinctly.
When creating video ads for awareness, focus on storytelling. Highlight industry insights, emerging trends, and educational resources, or introduce your brand ethos without a hard sell. Remember, the aim is to inform and intrigue, not to push a product, and keep the video under 30 seconds for optimal engagement.
2. Engagement – building connections with infographics and guides
Once you’ve captured your audience’s attention, it’s time to deepen that connection.
The middle of the funnel is all about engagement. Here, you want to provide value and establish your brand as a thought leader. Infographics and guides are perfect for this phase. They offer valuable information in an easily digestible format, encouraging users to interact with your content.
Develop infographics that simplify complex data or provide quick insights relevant to your industry. Guides can be more comprehensive, offering in-depth information on specific topics. Sharing these resources on LinkedIn encourages engagement and positions your brand as a helpful, knowledgeable resource.
3. Conversion – driving decisions with success stories and white papers
The bottom of the funnel is where decisions are made. Your audience is now considering various solutions, and your goal is to convince them that your offering is the best fit. This is where success stories, white papers, testimonials, and retargeting lead-generation ads come into play.
Success stories and testimonials provide social proof, reassuring potential customers about the effectiveness of your solutions. White papers, on the other hand, offer detailed insights and research-backed data to support your product’s value proposition. Together, they create a compelling case that can sway decision-makers.
Retargeting plays a crucial role at this stage. By targeting LinkedIn Ads at users who have interacted with your brand before, you can deliver personalized messages that resonate and drive conversions.
4. Bonus tip – leveraging LinkedIn’s audience beyond the platform
LinkedIn allows you to extend your reach beyond the platform through retargeting.
By placing a LinkedIn Insight Tag on your website, you can track visitors who have arrived there through your LinkedIn campaigns. You can then retarget these high-quality leads with personalized campaigns based on their website engagement. With the Insight Tag, you can also touch contacts from other paid social campaigns on different platforms, thus amplifying your marketing efforts and ensuring a consistent message across multiple touchpoints.
This strategy enables you to tap into LinkedIn’s high-quality audience even when they’re not on the platform, reinforcing your message and increasing the chances of conversion.
Your LinkedIn full-funnel marketing strategy: Be consistent. Be relevant. Be successful.
Your LinkedIn full-funnel marketing strategy must align with the modern buyer’s journey. By tailoring your ads to each stage of the funnel – awareness, engagement, and conversion – and leveraging LinkedIn’s unique capabilities for retargeting, you can create a comprehensive marketing strategy that resonates with your target audience and drives tangible results.
Remember, the key to success in full-funnel marketing is consistency and relevance. Your messages should be cohesive across all stages and tailored to the specific needs and interests of your audience at each point in their journey. With this approach, LinkedIn can become a cornerstone of your digital marketing strategy, helping you build lasting relationships with your customers and achieve your business goals.
