Tag: clients

Building a Full-Funnel LinkedIn Ad Strategy: What Most Marketers Miss

Why LinkedIn Demands a Funnel-First Mindset

LinkedIn’s strength as a B2B advertising platform lies in its precision: you can reach decision-makers, influencers, and niche professionals with clarity you won’t find on other social channels. But that precision often leads to a tactical blind spot. Too many marketers focus only on bottom-funnel activity—pushing for demos, sign-ups, or calls—without priming the audience beforehand. The result? Weak conversions, inflated costs, and campaigns that feel like shouting into the void.

A full-funnel strategy changes that. It recognises that most LinkedIn users aren’t ready to buy. They’re browsing, learning, and networking. And when you meet them there—with the right message at the right moment—you create momentum that carries them toward conversion, not just clicks.

Top-of-Funnel: Make Introductions That Actually Land

This is the awareness stage—where most users first encounter your brand. The key here is not to sell, but to signal relevance.

Think about what your target audience cares about, not just what you want them to do. Use this space to spark curiosity, show industry insight, or offer an opinion that cuts through sameness.

Great top-of-funnel content on LinkedIn includes:

  • Short, punchy thought leadership videos
  • Educational carousel ads that walk users through a problem
  • Sponsored posts that share original research or compelling stats

Your goal isn’t leads yet—it’s recognition. When the right people start to associate your brand with useful insight, they’ll remember you when it matters.

Middle-of-Funnel: Build Trust and Give More Than You Take

At this stage, you’re not a stranger—but you’re not quite on the shortlist either. This is your chance to deepen the relationship.

Instead of leading with product features, lean into proof. Testimonials, case studies, or practical guides show that you’re more than just a voice—you deliver results.

One often overlooked tactic here is using retargeting to serve up context-specific content to people who’ve interacted with your top-funnel campaigns. For example, if someone watched 75% of a TOFU video, follow up with a breakdown of how your company helped solve that exact issue.

This is also where ad optimization on LinkedIn becomes more important. You’re not just running awareness campaigns—you’re trying to move people through stages. Optimising for engagement, click-through rate, and time-on-page helps you shape messaging that resonates.

Bottom-of-Funnel: Make the Ask—But Make It Easy

Here’s where most LinkedIn ad strategies begin—and unfortunately, where they often end.

The bottom of the funnel is for people who already trust you. The key is to eliminate friction. You don’t need to dazzle here. You need to convert.

Effective tactics include:

  • Lead Gen Forms that auto-fill details so prospects can convert in two taps
  • Clear calls to action like “Book a Demo” or “Get Your Free Audit”
  • Conversation ads that feel like a warm invite, not a cold pitch

Use urgency sparingly and only if it’s real. Nothing kills trust faster than a fake deadline.

Also—don’t forget about timing. Serving BOFU content too soon can turn people off. If someone’s only engaged once with a top-of-funnel post, they’re likely not ready for a hard sell. Segment your audience and pace your message accordingly.

Where Most Marketers Go Wrong

The biggest miss isn’t budget. It’s sequencing.

Running an isolated lead gen campaign to cold audiences might get leads—but not quality ones. It’s like proposing on the first date. Instead, smart marketers use LinkedIn’s campaign structure to build awareness, nurture interest, and then ask for the conversion.

Another common mistake is treating creative as an afterthought. Each stage of the funnel needs a different tone. Don’t repurpose a whitepaper ad for cold audiences. Don’t ask warm leads to read a blog post when they’re ready to book a call. Context is everything.

How to Pull It All Together

Start by mapping your customer journey. What questions do your ideal clients ask at each stage? What objections do they have? What signals indicate they’re moving closer to a decision?

Then align your creative, targeting, and campaign objective with each stage. Use LinkedIn’s matched audiences and engagement retargeting to move people through the funnel thoughtfully.

And lastly—measure the right things. Top-of-funnel content won’t deliver leads overnight, but that doesn’t mean it’s not working. Look at reach, video completion rates, and engagement. For middle-of-funnel, track clicks, time-on-site, and form starts. For bottom-of-funnel, track lead quality and sales velocity.

Final Thought: Play the Long Game

LinkedIn isn’t just another ad channel—it’s a relationship-building platform. And relationships don’t form in one step. A full-funnel approach means showing up with the right energy, message, and offer depending on where your audience is in the journey.

Get that right, and you won’t just see better campaign results—you’ll see stronger pipelines, warmer leads, and a brand reputation that does half the selling for you.

Let me know if you’d like a second version of this piece tailored to a specific industry (like SaaS, legal, finance, or education).

 

The Core Features Every ABA Practice Management Software Should Have

Running an ABA clinic involves more than just delivering effective therapy. Behind the scenes, providers must manage scheduling, documentation, billing, compliance, and communication—all while ensuring that clients receive consistent, high-quality care. That’s why investing in the right software is critical. When thoughtfully designed, ABA practice management software can unify daily operations and significantly improve clinic efficiency.

But with so many tools on the market, how do you know what features really matter? Here are the core functions every ABA practice should look for in a management platform.

  1. Integrated Scheduling System

At the heart of any ABA clinic is a dynamic schedule. Clients, therapists, and supervisors all need coordinated sessions that align with location, availability, and service authorizations. A strong scheduling tool should offer real-time calendar updates, conflict detection, drag-and-drop rescheduling, and reminders. Bonus points for integration with mobile apps so therapists can manage their calendars on the go.

  1. Real-Time Clinical Documentation

Therapists must document behavior, progress, and session notes accurately and consistently. Software should support in-session data collection, customizable templates, and automatic syncing with treatment goals. Real-time documentation ensures that clinical data is not only accurate but also immediately available for supervisors and billing.

Platforms that allow for graphing and visualization of behavior trends can also support data-driven decision-making and treatment adjustments, which are essential in ABA.

  1. Seamless Billing and Insurance Management

Billing in ABA is complex, especially with varied insurance payers and authorization requirements. Look for software that automates claim generation based on session data, checks for authorization conflicts, and submits claims electronically. The system should also support tracking of claim status, managing denials, and generating patient invoices with integrated payment options.

Efficient billing systems reduce delays, improve cash flow, and help practices stay financially healthy.

  1. Compliance and Security Tools

In a field that involves sensitive health information, HIPAA compliance is non-negotiable. Your practice management software should include role-based access controls, audit logs, secure data storage, and regular security updates. Automated alerts for expiring credentials, missing documentation, or non-compliant billing codes also go a long way in maintaining readiness for audits.

  1. Parent and Caregiver Communication Features

Engaging families is a vital part of ABA therapy. Look for software that includes a secure parent portal where caregivers can access session notes, billing information, upcoming appointments, and therapist messages. Strong communication tools foster transparency, build trust, and enhance client outcomes.

  1. Reporting and Analytics

Whether you’re monitoring therapist productivity, client progress, or revenue trends, built-in reporting features are key. Custom dashboards and exportable reports give clinic managers the insight needed to make informed operational decisions and demonstrate outcomes to funders or stakeholders.

Conclusion

The right practice management software can transform an ABA clinic’s day-to-day operations. By centralizing scheduling, documentation, billing, compliance, and communication into one cohesive system, clinics can reduce administrative burden, increase efficiency, and focus more energy on client care. As the field continues to evolve, having the right digital infrastructure is no longer optional—it’s essential for long-term success.

 

The Innovative Ways Businesses Harness The Power Of Biometric Technology

Tech advancements enter the business world and change the face of things for companies of all sizes across numerous industries. We can pull out endless examples of this happening, and today’s focus is on biometric technology. It’s not the newest tech advancement out there, yet it’s something businesses are only just starting to take advantage of. 

This post will explore the concept of biometrics to help you understand what this tech entails before launching into some of the revolutionary ways businesses harness this fascinating solution. 

What is Biometric Technology?

Often simply referred to as “biometrics,” this technology involves measuring physical characteristics to help identify individuals. The Thales Group explains that biometrics are the most suitable way to authenticate people using their unique biological features. 

Fingerprint scanning is a common example of biometric technology. Everyone has a unique fingerprint pattern, and biometric scanners analyse this to differentiate between individuals. The simplest way to think about this technology is that it’s like using different aspects of your body as a password. 

Key Ways to Use Biometric Technology in Your Business

How do businesses use biometrics? For starters, all biometric systems begin with a registration process. This is when all individuals with access to the system register their specific biometric input. As demonstrated above, this could be a fingerprint – though it may also be a retina scan, facial scan, etc. 

 

The business that collects this data and uses it for all of these concepts/ideas:

Access Control Systems

An access control system is primarily used to determine who has access to specific parts of a building. Businesses use these on the outside of their property to only allow the right people into the facility. Some will also implement access control systems for specific rooms inside an office – like meeting rooms, server rooms, etc. 

Biometric technology is the safest and most effective way to determine who has access. Before entering a business, employees register their fingerprints and scan them, preventing unwanted visitors from getting inside, which creates a much more secure workplace. 

Additional Workstation Security

Companies extend the benefits of biometric technology to individual workstations. Some people might have access to your office, but that doesn’t mean they gain access to computers or laptops. What if a cleaner decides to turn on a PC when nobody’s around? Who knows what kind of private and important data this might expose? 

Almost all businesses now use biometrics to secure personal workstations. This ensures each employee can only access their PC, which reduces the risk of serious problems like data breaches or stolen work. It tightens business security, though it could also be used for certain tracking metrics. 

For example, some companies may allow multiple employees to access different workstations. Biometric scanning shows which employee logs into which device and any given time. This allows the higher-ups to track things like the time an individual spends working at their PC every day. It also helps detect anomalies like one employee randomly logging into another person’s PC during the lunch break. 

More Accurate Attendance Tracking

Speaking of tracking, you can use biometric technology for the most accurate attendance tracking system ever. It’s vital to stay on top of employee attendance so you know if people arrive or leave on time. This prevents instances when someone may always be late to work and early to leave without consulting you beforehand. Constant lateness is not a good trait and can have negative effects on the rest of your business. 

However, many attendance tracking systems have a big loophole: other employees can simply log in for their friends. It’s not uncommon for people to take turns being late, and yet the attendance system shows they’re both always on time. 

Biometric scanning forces the individual to physically be at work so they can clock in. There’s no way for a friend to replicate their fingerprint or facial scan, which helps businesses generate accurate attendance records. You can either identify the chronic late arrivals or the presence of your biometric system stops people from being late altogether. 

Improved Workplace Safety

Using biometrics for access control systems will improve workplace safety, but there’s another layer to this that further enhances safety at work. Implement biometric scanners on machines or specific areas that may be deemed “hazardous” for most workers. 

Here’s a basic example: you operate a warehouse, but only certain employees are qualified to use forklift trucks or lifts. Before someone uses either of these dangerous machines, they need to scan their fingerprint to turn on the forklift or remove a special lift from a locked enclosure. It immediately stops the wrong people from using harmful machinery and potentially causing accidents. 

The same can be done with hazardous cleaning supplies: lock them in a closet and use biometric security to restrict access to the closet. It stops people from accidentally opening a door and being exposed to harmful chemicals without wearing the right protective gear. Your cleaners will have access, but they’re qualified to handle these products. 

Impress Potential Clients/Investors

All of these ideas show the many uses of biometric technology in a modern business. When you look at this technology in action, it has another key benefit: it impresses people! Anyone walking into your business will be stunned by the sheer level of technology on display. Even something as simple as needing a retina scan when entering your building will blow them away. 

Small things like this go a long way to making a wonderful first impression. It could be what tips the scales in your favour during initial consultations with prospective clients – or investor meetings. 

To conclude, biometric technology is profoundly useful across businesses of all shapes and sizes. It may have more use in certain industries, but there are ways to take advantage of this great tech no matter what you do. There’s no denying its effectiveness in security/safety, particularly when it comes to access control, workstation security, etc. It’s definitely something to keep in mind if you’re looking to upgrade your business.