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The LinkedIn sales funnel utilizes the platform’s capabilities to generate more leads and get more sales calls. The good thing about the LinkedIn sales funnel is that it doesn’t involve advertising, tech skills, landing pages, or anything you would need elsewhere. Kennected’s Cloud Kennect coupled with our optional training and consulting can help you fill your pipeline through our LinkedIn Sales funnel.
We’re all online, every day, all day. The world is changing, and your strategies need to change along with it. We look at Facebook on our phones more than we look at each other.
Regardless of whether they submit their information through a web form on your website or not, every human is now conditioned to look online before making a purchase.
Gone are the days of traditional marketing.
It’s high time you exploited the best platforms like LinkedIn that can potentially redefine your marketing strategies through all bound marketing.
Is LinkedIn Worth Investing Time Into?
No one wants to know what you had for lunch or see funny pics of your cat or dog.
What they do want to see, however, is how you can help them solve their unique challenges and problems (more on that later).
You might also doubt that your target market, or ideal clients, actively use the LinkedIn platform or belong to it.
If you serve a B2B market, there is an excellent chance that LinkedIn is full of your ideal clients.
At first, it might not make sense to use LinkedIn if you aren’t looking for a new job. LinkedIn isn’t the hippest social media site. Everyone’s on Facebook and Twitter.
Instagram and Snapchat are the trendy social media platforms. However, professionals use LinkedIn more than any other platform, increasing your chances of lead generation.
LinkedIn is widely used by business owners, professional service providers, marketers, sales reps, executives, and C-Suite leaders.
This makes LinkedIn the best social network to connect directly with decision-makers.
Sure, big names like Facebook and Twitter are great. But LinkedIn can be a goldmine if you know how to use it correctly.
Building A Framework
Building a framework is useful because marketers and salespeople can more effectively map their strategies and influence outcomes by dissecting and better understanding the model.
Before you launch your sales funnel, the number one priority you should focus on is building your customer avatar.
Finding out whom your ideal customer is that you want to sell to, is the key differentiator between building a sales funnel that converts, and one that doesn’t.
Ensure Your Sales Team Knows Your Target Audience
Today’s most effective sales and marketing teams accurately identify a buyer’s mindset based on the stage and tailor their sales funnel management for maximum impact.
To find and connect with prospects on LinkedIn as part of the social selling process, knowing as much about your ideal clients as possible is essential.
To begin, ask yourself the following questions:
Who is your ideal client (and, more specifically, who are they on LinkedIn)?
What is the typical language of their business, industry, or organization?
What kinds of challenges do they face?
You could create a post on product features beneficial to small businesses or on strategic methodology for CEOs and VPs.
This “niche marketing” strategy also goes beyond your immediate audience.
Send targeted connection requests to people related to your realm, thus creating a robust network of people.
After someone accepts your connection request, think about the process you would use to build a relationship with that person face to face.
This will build rapport with your network.
To start, you would want to get to know that person and leave a positive impression on them. You wouldn’t go up to them, shake their hand and say, “Do you want to buy my stuff?”
If you post regular content and engage very actively, the network will automatically explode to big numbers.
As soon as someone in your network “likes” or comments on a post, it’s shared on their newsfeed, reaching their entire network.
You’ve reached a whole new audience, exponentially increasing your views (and potential leads).
What Is The Sales Pipeline?
The pipeline describes a series of steps that your leads go through – from being a sales-qualified lead (SQL) to a regular customer.
Because each lead is different, it’s important to track their stages and behavior along your sales pipeline. For example, your lead might have to interact with your content at least three times.
Then, they would go into the product-aware stage and be ready to start using your product.
Along the way, you should be helping them with any questions, comments, or concerns they might have.
With that information, you can then automate your LinkedIn outreach (which we cover how to do below) to start generating sales meetings on autopilot.
Always prompt your prospect to schedule a sales meeting. This can come through a LinkedIn message or as a CTA in your other content.
Moving prospects to the next step via LinkedIn may come more easily than other channels.
Because prospects can put a face with a name, confirm your credibility, and even feel a sense of connection based on your nurturing, prospects are more likely to convert.
And using HubSpot, you can also integrate with your CRM and pipeline to better manage your sales and marketing efforts.
A while back, MarketingSherpa found that 68% of B2B organizations had not defined their sales funnel.
The sales funnel refers to the process that brings a customer from discovering your product or service to completing a purchase.
We break the LinkedIn lead generation process down into three main steps:
Fill your sales pipeline with qualified prospects.
Automatically generate conversations with key decision-makers. Then, book calls with them.
Eliminate up to 10 hours of lost time with prospecting to get back to the things you love to do.
According to LinkedIn, fully complete pages get 30% more views.
So, to reach out to more customers interested in knowing about your product and services, it’s worth optimizing your profile.
Provide the best profile picture, banner photo, and professional headline.
You don’t need any third-party’s marketing knowledge. You can use your existing profile page to generate warm leads.
This is an uncommon strategy, but it can yield excellent results.
Instead of having your LinkedIn page sit around and collect dust, it’ll turn into a powerful lead generation machine that does work.
Ask yourself this question: “Why would anyone be interested in my product or service?” Condense your answer into one line and use it as your headline.
Here are some examples to get the juices flowing:
I help college students get jobs at Student Jobs Inc.
SEO that gets more sales.
I write copy that customers love.
Focus on the main benefit you provide. Your profile is the best place to showcase your value proposition.
First step: mold your profile language to be customer-centric. Here’s an easy content formula: “I help [this audience] achieve [their goal] by providing [my product/service].”
This markets your skills as a professional but shifts the focus to the reader and onto what value you can bring them.
Posting On LinkedIn
When writing a post, keep these points in mind:
Use a catchy headline
Tailor to niche audiences
Use keywords and LinkedIn tags
Keep it brief
End with a call to action
Send them free, relevant content that benefits their business. At the bottom of the message, include a call to action asking how you can be of value to them.
Tools like LinmailPro, help you search LinkedIn for customer keywords and send out hundreds of personalized messages from one central dashboard.
It’s an efficient way to streamline the process of connecting and staying connected.
The best part of posting your content? Each “like” and every comment is a warm lead! You know they’re interested in your content, so use that.
Set aside time to engage and follow up with commenters.
Digital marketing is a powerful tool across an entire marketing funnel.
Tactics used via social media are helpful for brand awareness at the top, content marketing in the middle, and customer relationships at the bottom.
These are digital marketing tools useful in the marketing and sale funnel.
Social media is a crucial tool to use at the start of the funnel to build brand awareness, but it is also great for customer retention and keeping people engaged in your brand.
Experts agree that posting on LinkedIn daily is the best way to build an audience. A social media scheduling tool can help your team deliver consistent content.
By offering education, rather than exclusively pushing a sale, your prospects will learn more about you without feeling pressure to buy.
But today’s most successful sales pros are taking action to supplement the top of the funnel on their own and autonomously create more leads.
This is why social selling is rapidly increasing. When salespeople actively reach out and build connections through these channels, the opportunities tend to multiply.
It’s especially true in B2B, where buyers are almost always active on social media.
Drive Interest With Content
Your potential customers don’t care about the skills you acquired in many jobs, and they don’t want to read a slew of phrases like “boosted productivity” or “exceeded sales goals.”
People care about themselves, and in this context, what you can do for them.
In addition to the educational content and thought leadership you’ve been sharing, you can offer tools and strategies to solve the many barriers your prospects may be facing.
By sharing case studies, guidebooks, and free tools that you or your marketing team have created, you open the door for prospects to learn more and move further down the funnel.
This is a great opportunity to capture prospect information.
Search Engine Optimization
Website and SEO are important in the awareness phase — you want to get traffic to your website. Creating SEO-friendly content such as blogging and getting backlinks will help.
LinkedIn has its version of the Facebook Pixel, and Google Analytics Tag called the Insight Tag.
This is a snippet of code on your website to track visitors and conversions.
I’d even say LinkedIn’s version is the most useful because Campaign Manager reports on website demographics, so you can analyze the most common job functions and company industries of people who visit.
You can also see their company names.
LinkedIn Lead Forms
Lead ads are one of the most effective ad types because they are lead capture forms that open right inside LinkedIn, without your potential lead leaving the platform or waiting for a page to load.
AND they auto-populate with information from the person’s LinkedIn profile.
It’s fantastic if your marketing efforts bring customers your way, but you must stay proactive in your hunt for leads.
Every opportunity to utilize your existing connections and resources is worth your time. LinkedIn gives you the ability to compile a lead list based on your ideal customer criteria.
The search can range from job title to location to nonprofit interests.\
That access doesn’t give you the right to start spamming them with requests using crappy sales messages, but it does allow you to reach out and make meaningful connections.
Prospecting On LinkedIn
LinkedIn is a great place to target your ideal customer when it comes to prospecting.
With 610 million professional users, you can find, connect, and contact exactly the prospects you’d like to engage with.
If you’re looking for a way to connect and grow your prospecting audience and don’t have a consistent lead nurturing program, you are filling a bucket with a hole in the bottom.
Your prospects will all fall at different points of their purchasing journey.
Just because a fresh lead from your LinkedIn prospecting doesn’t convert right away doesn’t mean they won’t; the greatest ROI can come from prospects that don’t convert immediately.
Link It Up
Direct visitors to a specific page. You can direct your visitors to a relevant link if you’re running a specific campaign. You don’t have to link to your homepage.
You can send readers wherever you want to.
For example, HubSpot’s Rob Battaglia has a link to HubSpot’s careers page in his summary. You can link to a landing page, a product page, or a social profile.
You can link to any page as long as it helps the user move through the funnel.
Get People Talking About You
Align your processes with engaging prospects strategically throughout the buyer’s journey.
Get people to talk about how amazing your services are. Always keep the bond with your clients and stakeholders so that they shall do it with pleasure.
Remember to use hashtags to amplify whatever you say and tag people properly.
Once your posts resonate with your audience, you can leverage your best-performing organic content for paid ads.
What Is A Marketing And Sales Funnel?
The marketing and sales funnel is a model and framework to simplify and quantify each step of the customer journey.
It is the process of turning a lead into a customer, from a marketing (and sales) perspective.
From the awareness stage, when someone learns about the business, to the purchase stage, to post-purchase — satisfaction, word of mouth, and customer retention.
Top-of-Funnel Strategies (Hunting)
Develop strategies that catch people while researching a problem your product or service solves.
Social media marketing
Middle of Funnel (Engaging)
Also known as: Consideration, Interest, Evaluation, Desire, Nurturing, and Qualification.
This critical stage aims to move a prospect from awareness to purchase, through myriad strategies intended to educate, nurture, and persuade.
Bottom of Funnel (Close)
Your prospect now should be aware of who you are, what you offer, and how you can be of service to them.
They have shown strong intent to consume. Marketers to make a compelling case for why their product is the best choice for a buyer.
This is also where the sales team would take over, and marketing can be more direct at this phase to help people make their final decision.
The aim is to make the purchasing process online as simple, safe, and efficient as possible. Reduce any risk for the customer.
The customers can also be cross-sold or up-sold to a more expensive product or service.
The cross-sell or upsell goal is popular with digital marketing and having a product available for every step of the buyer’s journey.
Ideally, marketing and sales tactics work together to nurture the decision-making process and convince the buyer.
High-performing organizations will have overlap and collaboration throughout, with sales helping generate leads and marketing helping to close deals.
While you may have piqued their interest and may be comfortable receiving resources and information from you, the goal is to move them into closed-won deals.
For the most part, in the B2B world, the only way to convert a prospect to a client is to move the conversation offline. This doesn’t apply 100% of the time.
For example, you will have a phone call with someone interested in your services.
But if a person is interested in your online training, a phone call is unnecessary because you offer a free masterclass they can take online.
Generally, in the B2B sphere, you cannot build a relationship with a prospect without eventually moving the conversation offline.
Go Forth, My LinkedIn Padawan
We hope we’ve rekindled your hope in LinkedIn.
Yes, it’s sort of boring, and yes, it’s not as fun to use as some other social networks, but it does get excellent results when it comes to business.
So if you have a LinkedIn page you’ve ignored for a while, dust it off and polish it using this process.
LinkedIn is a golden goose of information. The amount of data the free version offers, let alone the premium upgrade, is unlike any other tool available.
Stop viewing LinkedIn as a stagnant social network, and start baking this tool into your sales strategy.
The Missing Piece of Your Lead Generation Strategy
Consulting Kennected‘s sales prospecting team becomes a natural extension of your existing sales efforts, helping you find new leads that are an excellent fit for your business.
We can get you hundreds of leads in a matter of weeks. How do we do this?
Cloud Kennect allows you to perform a Boolean Search to narrow your target audience to high-quality leads.
Then, with automated messages and some minor editing, you can personalize each message to over 50 LinkedIn users daily.
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