Design an effective LinkedIn content strategy - LinkedIn Tutorial

- [Instructor] I've worked with many companies whose sales process is 12 to 18 months or longer due to selling enterprise software where annual subscriptions are the norm. So as a marketer, where do you even start? Well, let's break it down. In the traditional marketing funnel, there are three main stages. First is the top of the funnel or the Awareness stage. Second is the middle of the funnel or the Consideration stage. And lastly is the bottom of the funnel or the Conversion stage. In the top of the funnel, your audience is cold and your goal is to raise awareness. Prospects don't know anything about you yet, so talking about your awards or your free trial doesn't mean anything to them. Here, you want to use awareness content where your goal is to gain their attention and make them aware of you. Choose content that speaks to their pain points or their current situation. For example, when marketing to marketing leaders, your content can speak to recent marketing trends or new technologies they're using. Also, use imagery that represents them and their industry. An example is incorporating visuals of doctors when marketing to healthcare. Organic content in the newsfeed is a great way to raise awareness. Posts about thought leadership and case studies that mention the problem work well to capture your audience's attention. Additionally, outreach via LinkedIn Sales Navigator is another way to spark awareness. Remember, if they're cold, don't start by pitching right away. Instead, you can start by asking a question. In the middle of the funnel, your audience is warm and they're considering solutions, but they're not convinced yet. Your goal is then to communicate why you're the best choice with persuasive consideration content. This is when social proof is effective, including customer testimonials and your awards to build trust. Now, continue to engage prospects by inviting them to events on LinkedIn and suggest that they subscribe to your LinkedIn newsletter. You can monitor how they answer polls you post as certain answers may indicate more interest. In this stage, shift your messaging to speak to how your product or service solves the problem that they have, and stack on the reasons why your solution is the best. Using video is a great format to help prospects get to know you better, and FaceTime goes a long way in our digital world. Additionally, suggest that prospects connect or follow you and your team so they can get to know you better. On your website, and then your communications, link to your page and profiles. This helps 'em see your other content. Finally, in the bottom of the funnel, your audience is hot. They're actively considering your product or service. At this point, they just need a nudge to take the next step or a way to raise their hand. Here, you want to choose conversion offers. Do you offer a free trial or a free consultation to get started? Show them how to take that next step. You can use LinkedIn forms to make it easy for them to submit their information, or you can direct them to your website to learn more. Expect to split test various offers as people, roles, and companies are interested in different things. Sponsored message ads are great for the bottom of the funnel because you can write a detailed and personalized message. Also effective here are your conversion optimized campaigns pointing to your offer pages. Plus, a well-timed Sales Navigator InMail message can go a long way at this point. Now, don't stop your remarketing and consideration content at this point either. People are busy and prospects need to be reminded who you are, what you do, and why you're their best option. Remarketing is key to enforce those points. Often, they'll also need to see your offer a few times and mull it over before they'll be ready to pull the trigger.