How to Build Full-Funnel Marketing on LinkedIn + Why You Should

You want to show yourself as a leader in your industry and give customers a chance to learn more about how you do business. Understand that customers might go through the content funnel within minutes or take weeks to make a final decision. Your goal here is to convert a buyer that is ready to become a paying customer.

Take a startup I worked with whose project management was spiraling. They move forward in fits and starts — researching, pausing, circling back — especially for complex or high-cost decisions. The content I create here is all about reducing risk and making the decision easier. Now I‘m focused on proving we know what we’re talking about.

Track performance to see where traffic drops, where leads convert, and which assets contribute to revenue. By starting with intent-aligned research, you build a funnel that captures qualified traffic at every stage. To attract qualified traffic at every funnel stage, start by uncovering what your audience searches for and what competitors already own.

It’s important to mention that in this stage of the marketing funnel, the process and goals for most types of websites and businesses are nearly the same. Not only do you know what your target audience is interested in, now you have a way to follow up with them with whatever content works best with your audience — newsletters, special offers, educational piecesm or anything else. The role of marketers here is to educate the website/business owners on the importance of removing friction through the sales funnel. To use the content funnel approach, you need to create content that addresses the needs of your target audience at each stage of the funnel. According to a study by Semrush, the top five types of content that work best for top-of-the-funnel are "how-to" guides, landing pages, infographics, checklists, and ebooks.

Effective funnels start with detailed buyer personas grounded in real customer behavior, not assumptions. If you’re just starting out, begin with the three-stage funnel and expand over time. Start with the three-stage funnel if you have a small team, a simple offer, or a short sales cycle.

What is a social media marketing funnel?

That’s where how-to videos shine — especially in the awareness stage. I always repurpose the content into blog posts, LinkedIn carousels, email snippets — all driving traffic back to the main piece. At one company, I took our annual content funnel customer satisfaction survey and turned it into a report about remote work trends. These comprehensive reports (typically 5–20 pages) combine original research, industry insights, and practical recommendations to address specific business challenges.

• A content funnel requires structured planning, from researching audience intent to measuring performance.
• The content funnel up to this point has been about getting customers interested in your product.
• By focusing on more than driving sales, you can potentially disrupt how your organization functions and deliver new revenue streams.

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For example, many service-oriented businesses, especially B2B ones like marketing agencies, usually need only a few bigger clients to fill their capacities. On the other hand, in the non-ecommerce world, goals could be completely different. Ecommerce brands usually focus on selling to as many buyers as possible. Even if it’s only a $1 offer, it is proven that simply by paying for it and going through the transaction process, people are a lot more likely to buy from you in the future, including much more expensive goods or services.

These ad products help create touch points when customers may be actively browsing and researching products to buy. Brands should educate and inform customers in the consideration phase to help them understand how your product or solution meets their need.Examples of mid-funnel consideration marketing solutions might include positive customer reviews, customer testimonials and case studies, and webinars. Marketing messages should address a pain point, highlight an interest, or answer a question for consumers. This could include television—both linear and streaming TV—digital advertising, audio ads, social media campaigns, content marketing, and more. Brand awareness is familiarity with a brand, which could include knowledge of its name, messaging, tone and style, values, and culture. There is no universally accepted version of the funnel, with varied explanations including three, four, or five or more steps consumers go through in their shopping journey.

What is the content marketing funnel?

This type of content is perfect for building authority and showing users that I want them to consider their options before making a decision. I love how successful college sports business newsletter Extra Points by Matt Brown used valuable content to build stronger relationships with his audience – check out our full case study here! The goal with blog posts isn’t to sell, but to earn trust and welcome them to the brand I’m promoting. Blog posts are my go-to content type for the awareness stage of my content funnel. At the end of the page or case study, there should be a clear CTA (Call To Action) that directs users to take action. When users reach the conversion stage, they don’t need convincing – they need reassurance that saying “yes” is the right move.

Pair that with the fact that LinkedIn is the number-one social media channel for business decision-makers and B2B brands, and you’ve got a gold mine for full-funnel marketing. Plus, industry tech experts within a company want to make absolutely sure your brand is reputable before investing. For instance, an account manager at a Fortune 500 company needs a lot of stakeholder buy-in before they can commit to a software subscription. “Brand trust is critical, and this is something that can be built with the messaging at each stage of the funnel,” she explains. Full-funnel marketing involves building content and campaigns that target customers at every customer journey stage.

Those improvements are called sales funnel optimizations. The sales funnel represents a prospective customer’s stages along the buyer’s journey. It targets keywords aligned with user intent to guide visitors through the Awareness stage, introducing your brand to people who may not yet be aware of it.

Behind-the-scenes videos

Talking about your product features before they understand the problem you solve. Not understanding how your prospects actually research and make decisions. Running lots of ads and getting traffic but not moving people from awareness to consideration.