How to Get Buyers to Consider Your Business on LinkedIn

Unlock Buyer Consideration by Mastering LinkedIn’s Early Stages

In today’s competitive B2B landscape, getting noticed by potential buyers is a significant challenge. Many businesses find themselves overlooked, not because their product or service is inadequate, but because they fail to engage with buyers during the critical early stages of their decision-making process. This article will guide you through the typical B2B buyer’s journey and reveal how strategically leveraging LinkedIn can ensure your business is part of the conversation when it matters most.

Understanding the B2B Buyer’s Journey

The B2B buyer’s journey is a multi-stage process that can span several months. Recognizing where your buyers are in this journey is key to effectively reaching them. The journey can be broadly divided into the following phases:

1. Problem Awareness (Months 1-2): At this initial stage, potential buyers are experiencing a problem or recognizing a need but may not have a clear solution in mind. They typically turn to search engines like Google, watch educational YouTube videos, and read blog posts to understand their challenges better.

2. Solution Research (Months 3-4): Once buyers have a clearer understanding of their problem, they begin researching potential solutions. This phase involves more targeted activities such as joining relevant LinkedIn groups to gather insights, reading case studies to see how others have solved similar problems, and actively asking their professional network for recommendations and opinions.

   • Expert Tip: This is a crucial stage where early engagement can significantly influence a buyer’s perception. Being present and providing valuable information here can set you apart.

3. Vendor Comparison (Months 5-6): As buyers narrow down their options, they enter the vendor comparison phase. They are now actively evaluating specific companies and solutions. This often involves scrutinizing a company’s online presence, including their LinkedIn page and the content shared by their employees. Buyers are looking for social proof, expertise, and potential red flags.

   • Warning: Buyers are actively looking for reasons *not* to choose you. A weak or non-existent LinkedIn presence can be a significant red flag.

The LinkedIn Opportunity: Why Early Engagement is Key

The brutal truth is that by the time a buyer fills out a form on your website, their decision is often already made. They have likely shortlisted their top contenders, and if your business wasn’t on their radar during the solution research phase (months 3-4), you likely won’t make that final list.

LinkedIn, with its 1.2 billion users, presents a vast, yet largely untapped, opportunity. Currently, only about 1% of users post regularly, indicating significant white space. Your competitors may not be actively engaging on the platform, leaving a void that your business can fill. Buyers are scrolling through LinkedIn daily, and the brands that consistently share valuable, relevant content are the ones that stay top-of-mind. This consistent presence ensures that when a buying decision needs to be made, often 6 to 12 months later, your brand is remembered and considered.

How to Establish Your Presence and Gain Consideration

To ensure your business is considered, you need to be visible and valuable during the solution research phase. Here’s how to leverage LinkedIn effectively:

1. Optimize Your Company Page: Ensure your LinkedIn company page is complete, professional, and accurately reflects your brand. Include a clear description of what you do, your value proposition, and relevant contact information.

2. Encourage Employee Activity: Your employees are your greatest asset on LinkedIn. Encourage them to have complete and professional profiles. When employees share and engage with company content, it amplifies your reach and builds credibility.

   • Expert Note: Authentic employee advocacy is far more powerful than generic corporate posts. Encourage employees to share their insights and experiences related to your industry and solutions.

3. Share Valuable Content Consistently: This is the core of being considered. Post content that addresses the problems your buyers face, offers solutions, and provides industry insights. This content should be educational and helpful, not overtly promotional.

   • Content Ideas: Think about sharing industry trends, how-to guides, answers to common questions, and insights from your team’s expertise.
   • Frequency: Regular posting is key. Aim for a consistent schedule, even if it’s just a few times a week, to stay visible.

4. Engage with Your Audience: Don’t just post and leave. Respond to comments, answer questions, and participate in relevant conversations. This shows that you are an active and engaged member of the community.

5. Monitor Industry Conversations: Use LinkedIn to follow relevant hashtags, industry leaders, and potential clients. Understand what they are talking about so you can tailor your content and engagement strategy.

6. Build Relationships: Connect with potential buyers and industry influencers. Personalize your connection requests and focus on building genuine relationships rather than just accumulating connections.

The Long-Term Impact

By consistently providing value and engaging on LinkedIn during the solution research phase, you build brand awareness and trust over time. This persistent presence ensures that when buyers eventually reach the vendor comparison stage and are ready to make a decision, your business is not only known but also considered a credible and valuable option. If you’re not actively participating on LinkedIn, you are, in essence, invisible to a significant portion of potential buyers during their most crucial research periods.

Source: Why Buyers Never Even Consider You (YouTube)