With over 700 million users worldwide, LinkedIn remains one of the most effective business tools.
As a social platform specifically designed for professionals, it allows businesses to connect with potential customers, investors, and partners.
With the recent introduction of LinkedIn videos, businesses have a new way to engage with their target audience and promote their brand.
Video content has become increasingly popular in recent years, and LinkedIn’s video feature allows businesses to reach a wider audience and showcase their expertise more engagingly.
In this blog post, we’ll provide tips and strategies for leveraging LinkedIn video for B2B marketing and help you get started with this exciting new feature.
Why Invest in Video Marketing for B2B Decision-Makers
In B2B marketing, the importance of video marketing explicitly tailored for decision-makers cannot be overstated.
Unlike general target audiences, B2B decision-makers seek to make informed decisions that are based on clear value propositions, return on investment, and bottom-line benefits to their companies.
Therefore, video marketing for decision-makers in B2B companies should be focused on providing detailed information about the business solution, its competitive advantage, and how it addresses specific business challenges.
The importance of video marketing for B2B decision-makers lies in its unique opportunity to showcase a company’s expertise, establish thought leadership and build trust with potential clients.
With this in mind, B2B companies that invest in high-quality video content targeted at decision-makers are more likely to achieve their marketing efforts efficiently.
Importance of Video Marketing
Video marketing is considered an essential component of a successful marketing strategy for B2B decision-makers due to several reasons:
Complexity of B2B Products and Services: B2B products and services are often complex, and decision-makers require detailed information to make informed decisions.
Video marketing allows businesses to showcase the features and benefits of their products or services in a visually engaging and easy-to-understand format.
Long Sales Cycle: B2B sales cycles are typically longer than B2C sales cycles. Video marketing can help build relationships and trust with decision-makers by providing them with relevant and informative content throughout the buying process.
Personalization: Video marketing can be highly personalized, allowing businesses to create content that speaks directly to their target audience. This level of personalization can help build relationships and drive conversions.
Search Engine Optimization (SEO): Video content is highly effective at boosting SEO and driving traffic to a website. This is particularly important for B2B businesses that rely heavily on search traffic to generate leads.
Increasing Engagement: Video marketing is highly engaging and can help improve the time spent on a website or social media platform. Increased engagement can help businesses build relationships and drive conversions.
4 Tips to Leverage Video Marketing on LinkedIn
Regarding video marketing on LinkedIn, there are hundreds of ways to pull it off, but we prepared five of the most effective ways to grab some eyeballs and turn them into a solid customer base.
Video marketing can help to overcome the challenges of conveying complex ideas, establish a personal connection with the executive audience, and make it easier for decision-makers to understand the value proposition of a service or product.
Create Personalized Videos for Target Accounts
One of the key benefits of account-based marketing is the ability to personalize messaging for specific accounts.
You can create personalized videos that speak directly to a specific account’s challenges and pain points. This can help build relationships and increase engagement.
Let’s say you’re a B2B software company targeting a specific account, a mid-sized financial services company struggling with its current financial reporting process.
Here’s how you can create a personalized video for this account:
Research the Account: Research the account and understand its specific pain points and challenges. Use LinkedIn and other online resources to gather information about the company, industry, and competitors.
Identify the Decision-Makers: Identify the decision-makers within the account, including their job titles, responsibilities, and pain points. You can use LinkedIn Sales Navigator to find and connect with decision-makers within the account.
Create the Video Content: Use the information you’ve gathered to create a personalized video that speaks directly to the decision-makers within the account. In this case, create a video highlighting the benefits of your financial reporting software and how it can help the company streamline its reporting process and save time and money.
Customize the Video for the Account: Customize the video by using the account’s name, logo, and other relevant details. Use video to tell customer stories.
Customer stories and case studies are powerful tools for account-based marketing. Use video to showcase your customers’ success stories and how your product or service helped them achieve their goals.
Incorporate Video Into Your Email Campaigns
Email is a critical component of account-based marketing. Incorporate video into your email campaigns to increase engagement and drive conversions. For example, you can include a personalized video message in your outreach emails to target accounts.
Incorporating video into email campaigns can have significant benefits for businesses.
Firstly, video content has increased customer engagement rates, providing a more dynamic and interactive experience than traditional text-based emails.
Furthermore, video allows businesses to convey their message more engagingly and memorably, which can help increase brand awareness and recognition.
Additionally, video content can help businesses better communicate complex or technical information to their audience by providing a visual representation.
Finally, incorporating video into email campaigns can also help businesses to track their customer’s engagement and measure the success of their campaigns through analytics tools that track views and click-through rates.
Host Virtual Events with Video
Hosting virtual events is an effective way to engage with target accounts. Incorporate video into your virtual events to create an engaging and interactive experience.
You can use video to showcase product demos, customer stories, and thought leadership content.
A well-designed virtual event tailored to the target account can yield better engagement and higher conversion rates than traditional events.
A virtuous virtual event enhances personalization, fosters more substantial relationships, and facilitates seamless communication between prospects and sales teams.
Virtual events can be leveraged to gauge accounts’ interest and buying intent. It provides a platform for prospects to ask questions, register for demos, and interact with industry experts.
Besides, virtual events allow data-driven marketers to track user behavior and engagement levels accurately. They can use this data to optimize their marketing strategy for better performance.
A well-executed virtual event creates a lasting impression on the target accounts, strengthening brand awareness and affinity.
It also provides an opportunity for thought leadership by bringing industry experts together in one virtual space.
Measure the Success of Your Video Campaigns
It’s essential to measure the success of your video campaigns to ensure that you’re getting a return on your investment.
Use metrics such as engagement, views, and click-through rates to measure the success of your video campaigns. Use this data to optimize your campaigns and improve your results over time.
To effectively measure the success of your video campaigns on LinkedIn, it is necessary to analyze a range of key metrics.
Firstly, track the number of views your video has received organically and through paid promotion.
This metric indicates the video’s reach and engagement potential. Secondly, consider the engagement rate of the video, including likes, comments, and shares.
Engagements demonstrate how much your content compels your audience and shows a genuine interest in the topic.
Another essential metric to consider is play rate, which measures the number of times the video has been played compared to the number of times it has been viewed.
It provides insight into how engaging your content is for your audience. In addition to these metrics, you should track conversion and click-through rates from your LinkedIn video campaign.
It will give you valuable information about whether your video content drives conversions and sales for your brand.
In conclusion, a LinkedIn video is a potent tool that can help elevate your marketing campaigns.
By leveraging this format, you can humanize your brand, connect with your audience on a deeper level, and build trust and credibility with potential customers.
So if you haven’t already, take advantage of the LinkedIn video and start creating content that resonates with your target market.
With a bit of dedication and creativity, you’ll soon see the results you’re looking for. Happy filming!
