B2B Buyer’s Journey: Social Selling on LinkedIn

At the Signal-Based Marketing Summit, Justin Rowe dives into social selling on LinkedIn and how to leverage demand gen principles while doing so.

"The one thing that's different on LinkedIn than any other platform is that B2B buyers actually log into this platform specifically to be influenced on buying decisions."

Key Insights:

• Organic content on LinkedIn is a simple and effective way to test the waters. It allows you to gather initial feedback and determine which demographics and types of content resonate with your audience.
• Once you identify top-performing organic content, amplifying it with paid LinkedIn ads is an excellent strategy to scale what already works well.
• LinkedIn retargeting can boost conversion rates by up to 150%. This feature lets you filter and qualify website traffic according to specific criteria. It allows targeted retargeting campaigns aimed at demographics and addressing their pain points.
• You can build trust, nurture relationships, and convert leads by using paid channels to drive traffic back to your organic communities. Ultimately, this approach helps companies create a sustainable marketing ecosystem that combines paid and organic strategies.