While there is so much of focus on Facebook and Instagram for social media marketing, LinkedIn has been constantly growing its user base to more than 500 million users, the reason why businesses are working hard to make their LinkedIn marketing strategy perfect, so they can tap into the largest professional network on the internet.
The question that arises then: is LinkedIn a suitable place to generate leads for your business, or is it another online platform for brand building?
In a two-part special podcast on the Rocketpod, Isaac Anderson shared some important lessons that each B2B marketer on LinkedIn needs to follow. The mastermind behind LinkedIn Jumpstart shares his insight on why LinkedIn marketers fail to generate quality B2B leads on this highly engaging platform.
Engage your B2B audience with compelling LinkedIn videos.
46% of social media traffic coming to a B2B site is from LinkedIn.
Studies show that 80% of B2B leads come from LinkedIn, and 94% of B2B marketers use LinkedIn to distribute content.
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While wrapping up the session with the Isaac, he sums the whole conversation in two important points:
Videos get much more engagement on any social media platform, including LinkedIn. Not only it’s a great way to build brand awareness, but it also gives you complex demographic data which is more useful to B2B marketers than the data gathered on Facebook. It’s easy to gather important info like job function, job title, seniority level in the organization, etc. of the people who viewed your video.
75% of business executives watch work-related video weekly.
Believe it or not, even the professional audience of LinkedIn doesn’t have time to consume all the content that you have to offer. Hence posting videos is the best way to deliver the message in a neat, clear, concise, and engaging format.
Here are the 4 types of videos you can make to engage your audience and come one step closer to generating quality B2B leads on LinkedIn:
Thought leadership video is a great way to showcase your leaders’ ideas in their own voice. It’s a great way to tap into the experience, talent, and passion inside your business. Thought leadership videos can also be helpful in providing the best and deepest answers to your customers’ biggest questions in the format that your audience likes the best.
One of the reasons why most marketers hesitate from adding thought leadership videos to their content marketing plan is the quest for “the unique point of view” for their videos. However, the audience is not looking for differentiated content, they are looking for the best answers to their problems.
According to an article written by Michael Brenner, thought leadership videos are important for both consumers and B2B companies. It allows marketers to define the category of their brand purpose in customer terms. By communicating through thought leadership videos, you become a part of the conversation with your audience. It’s a great way to let your consumers know what is your brand like are and what does it have to offer to them.
Bring your business leaders to the light. Make outstanding videos for LinkedIn.
Bill and Melinda Gates Foundation shares some dynamic videos and articles displaying the thought behind their projects, and how one can join hands with them to bring an impact in the world. Here is a video update from their recent event, Goalkeepers 2018, showcasing the idea behind this award ceremony:
Company news videos provide with a chance to add a personal message that fits well with your company’s messaging. It’s a great way to keep your audience informed about new updates, launches, announcements etc. that you need to communicate with them. It’s also a great way to show your excitement about company updates. Videos help you humanize the news and amplify it in a social way.
Marketers can create videos around product features to demonstrate what makes your product special, and how it can solve a common problem that most consumers face. While making a product-update video, make sure that you keep it light and easily comprehensible. It’s dangerous to assume that your audience already is well-versed with your business.
LinkedIn videos can also be a great way to spread the word about partnerships, updates from an event, success stories, etc. One needs to be careful about choosing a topic for such videos, and how they want to show off their success without bragging too much about it.
When it comes to bragging about their new range of all-automatic sedan cars and the cutting-edge technology that goes behind making them, Tesla does a brilliant job in sharing slow motion videos comparing their cars with other popular luxury cars. The idea behind such videos is to make their brand stand out from the rest by providing simple, concrete answers to commonly asked questions. For example, what happens to a Tesla when it hits a side pole on a busy highway? Here is your answer:
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Video testimonials and case studies can be a great way to showcase your product, when done right. They are a great marketing tool to show your audience what exactly your brand is and what it has to offer. It also enables real customers to share their perspective and ideas about your service or product.
Story-type videos are the most powerful form of video testimonial on LinkedIn. They allow marketers to connect and become emotionally attached with the person in the video. They also help us showcase a particular transformation that has taken place because of the customer relationship with your business, your service, or product.
It’s important to keep to a tone of the testimonial video in mind while creating one for your audience. Slack attempts to tickle our funny bones with a humorous testimonial video offering a twist to conventional videos. The video has a plenty of humor and sharp visual effects to entertain and engage their audience, highlighting the features of their product.
Here’s the video for you:
Who doesn’t find a “how-to” video useful? Instructional videos are a great hit in LinkedIn audiences. Marketers can walk their audience step-by-step through solving a problem that they commonly face. You can use this kind of videos to showcase how your product or service works and invite them to reach out to learn more, sign up for your service, or visit the website for more information.
There are many examples of great “how-to” videos which are highly engaging, creative, and simply out-of-the-box. Here is an example for you:
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